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MAP, Sysomos, 149, 152 Milwaukee/Cleveland choice Walmart and, 226 383
mapping (airports), 208–209 Zenith Optimedia study and, 54
Neilsen’s Buzzmetrics, 124, 168, 235, ■ ╇ I ndex
social graphs and, 126–128 Mindstorms (LEGO), 337, 339
social networks and, 304 Minggl, 308 238
March Madness, 99, 102 Mishra, Gaurav, 16, 26, 326 .NET, 91
marketing mission control center (NASA), 114, Net Promoter Score (NPS), 12, 119,
social media and, 189–191, 198
marketing touchpoints, 176 181 126, 168, 180–184, 189, 212
Marketing-Operations connection, Mitsubishi, 100 netvizz, 291, 312
moderation, 33–34 New Belgium Beer, 94, 322–324
21–25, 26, 126 Motorola, 9 new customer influence path, 40
Marketwire, 149. See also Sysomos MTV, Looppa and, 18, 91 Newark airport’s Continental
Mashable, 16 Mumbai presentation, InterOp, 136
Murray, Anjana Kher, 119, 120 terminal, 172
Mastering Organizational must-do activities, 166–184. See news reporting, HARO and, 194–195
Knowledge Flow (Leistner), 70 news travel
also collaboration; listening;
May, Arthur Thornton, 238 measurement; social media Twitter and, 13
Mayfield, Ross, 75, 135. See also analytics The New Know (May), 238
collaboration as, 173–178 NGOs, 212, 224
Socialtext listening as, 166–173 niche bloggers, 49, 170
McDonald, Sean, 14 measurement as, 179–184 Niederhoffer, Kate, 161
MCI, 213 “My Starbucks Idea” ideation Ning, 310
McKee, Jake, 10, 34, 61, 148, 217 application, 25, 26, 96, 176, “no surprises,” 40
McKinsey & Company, 291, 339 193, 206, 252, 253, 337 Nomads program. See “Digital
measurement. See also social media MySpace, 277, 308, 309, 310, 325,
347 Nomads”
analytics nonprofit organizations
collaboration and, 67 N
communities and, 71 collaboration and, 224
homophily and, 313 NASA mission control, 114, 181 Social Source Commons and, 75
of influence, 312–313 NASCAR, 256 Women’s Fund of Miami-Dade
listening/collaboration/ Nationwide Insurance, 340
NCAA fans, 99, 100, 102, 178, 208, County, 43–44
measurement, 166, 198 No-Splash Stick, 236, 337
as must-do activity, 179–184 335 NPS. See Net Promoter Score
NPS and, 12, 119, 126, 168, negative comments/conversations
O
180–184, 189, 212 Altimeter response matrix and,
participation and, 67–69, 12, 25, 186, 345 objects. See social objects
Occam’s Razor, 156, 163
311–312 anonymity and, 8 Odewahn, Andrew, 292
social activity and, 71 baseline and, 167, 168 Ogilvy’s 360 Digital Influence, 116,
social business and, 66–71, 78 Comcast and, 226–227, 345
Social CRM program and, control of, 233–234 166
cyberbullying and, 33, 35 O’Grady, Erica, 116
237–238 “Dyson sucks!” and, 147, 148 Omniture, 155
social graph and, 294–295, 300, engagement and, 20 “one identity, multiple communities,”
fear and, 10–11
311–314 flame wars and, 33, 83 310
of social media, 179–184 gas mileage issue and, 24 1–800-Flowers.com, 342
social media marketing and, 145 hospital tweet and, 73 One-Click Wi-Fi, 337
traditional media and, 141, 179 ignoring, 251 O’Neill, Nick, 143, 144, 163
media. See social media; traditional listening and, 114, 167, 172, 186, online communities. See communities
online living room, 19
media 214, 219, 232 Opel, 320
media mentions, 12, 54, 92, 128, 144 measurement of, 179, 180 open access to information, 5–6
member activity, 144 process issues and, 214 Open Graph (Facebook), 308, 310,
member discovery, 301 reputation systems and, 35
membership level, 144, 311 response strategy and, 12, 92–93, 311, 312, 314
Memex, 195 OpenSocial, 237, 310, 315
mentions, 12, 54, 92, 128, 144 167, 180, 186–188, 214, operational touchpoints, 117
Meredith Publishing properties, 224 231, 232 Operations. See Marketing-
metadata, 284 root cause and, 74, 118, 244, 245
metrics. See measurement sentiment analysis and, 142, 147 Operations connection
microsites, 9, 61, 66, 102, 105, 178 sharing and, 89 Oracle, 39, 50, 253
Microsoft social media and, 4, 5 organic foods, 226
support forums and, 92–93 organizational culture, Social CRM
“Bing-Thon,” 94 understanding, 40
SharePoint, 76, 91, 171, 235, 243, volume measures and, 143 program and, 243
organizations, collaboration within,
253, 340, 347
Windows 7 advertising and, 253 134–135. See also Jive Software;
Miller, Heidi, 339, 340 Socialtext
