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response strategy, to negative defined, 142 challenge of, 119 385
comments, 12, 92–93, 167, polarity and, 14, 142 collaboration and, 177–178
180, 186–188, 214, 231, 232 sentiment analysis, 146–148 creating, 110–113 ■ ╇ I ndex
SEO (search engine optimization), defined, 31
as Social CRM element, 235 definition of, 4, 13, 54
response matrix (USAF/Altimeter), 283–284 difficulty of, 93
Sernovitz, Andy, 10, 251 elements of, 62–64
12, 25, 186, 345 Shafer, Lori, 342 engagement process and, 20–21,
return on effort, 119. See also Shah, Rawn, 69
Shankman, Peter, 194, 195 212–220
Freshbooks shared workplace communication fundamentals, 53–79
return on investment. See ROI as holistic, 9–10
retweet capability (RT), 296–297, tools, 76–77 layers of, 249
SharePoint (Microsoft), 76, 91, 171, measurement and, 66–71, 78
305, 307, 308 overview/description, 54–66
reversed message flow, 10, 166 235, 243, 253, 340, 347 participation and, 54–56, 64–65
reviews. See ratings/reviews sharing. See also Foursquare purpose of, 211
RightNow, 238 social graph in, 297–311
Ripple6, 153 content publishing and, 328–331 “social” in, 10
Roam, Dan, 330 content sharing and, 93, 94, 167, social media marketing v., 10, 36,
Roberts, Brian, 227
ROI (return on investment) 179, 298, 320, 325, 330, 331 38, 74
game-based, 191, 195–197 social networks and, 303–304
cost avoidance and, 141, 146, as social application, 346 social objects in, 281–284
242, 339, 344 social networks and, 293 social technology and, 6–7, 14
Shelton, Ted, 249 Social Web and, 93
role of, 140, 141 short posts, 148, 256, 284, 318 social business ecosystem, 81–106
Roncaglio, Marco, 245 sifting, 236 brand outposts and, 96–102
root cause (negative issues), 74, 118, silos, 23, 110, 156, 243, 252, 342 communities and, 96–102
skiing, 267 defined, 92
244, 245. See also touchpoint Slide’s Top Friends, 103, 324–325 diagram of, 102–104
analysis Slideshare, 66, 136, 239, 286, 328, social business framework (Dell), 14
Royal Challengers Bangladore, 100 “Social Business Software Adoption
RSS, 338 330, 331, 347
RT. See retweet capability Slideshare’s World’s Best Presentation Strategies,” 228
Rushing, Haley, 56 social capital, 44, 151–152, 338
of 2009 contest, 330 social causes. See causes
S SM2 platform (Alterian), 46, 124, social channels, 33, 44, 74, 95, 111,
SaaS (Software as a Service), 91, 133, 127, 128, 129, 149, 168, 184, 141, 145, 155, 178, 179, 180,
325, 328, 332 235, 238, 242 187, 236, 241, 268, 270, 345
Small Business Administration, 193 social computing policies, 246–247
Salesforce.com, 25, 70, 91, 129, 171, Small Business group (Dell), 320 Altimeter and, 247, 254
193, 206, 207, 235, 238, 239 Small World Labs, 91 best practices, 70
Smarr, Joseph, 237 brand outposts and, 97
Samsung Facebook tab, 94 Smith, Brad, 329 defined, 33
SAP, 226 Smith, Mari, 327 developing, 331
Sarbanes-Oxley, 344 “social” (term), 10, 30 examples, 247
Sarda, Kaushal, 111, 136 social activity, 71 IBM, 34, 69, 76, 105, 189
SAS Institute, 70, 124, 235, 238, 248, social applications, 317–348 Intel, 76
awareness and, 321, 322, 326, 328 legal team and, 25, 224, 241,
254, 274, 280, 347 categorizing, 321
Saturday Night Live’s “Hans and classes of, 346 246–247
custom, 325–326 Philips’ Consumer Business Unit
Franz,” 194 defined, 318–320
“scared” tweet, 73 engagement and, 317–341 and, 245
Scoble, Robert, 86, 237, 305, 333 as fundamental term, 288 “real world” aspect of, 261
ScoutLabs, 46, 124, 149, 168, 239, 242 ideation and, 335–337 social connection points, 176
Scribd, 328, 330, 331 identity and, 318–320 Social CRM (social customer
Scrupski, Susan, 341 planning, 341–346
“Sea World” spots, 117 in social business ecosystem, relationship management),
search attractors, 284 229–254
search engine optimization (SEO), 86–96 blogger outreach and, 46–47, 61,
as social business element, 63, 64
283–284 social ecosystem and, 103 153
Searls, Doc, 45 social networks and, 103 business design and, 230–238
Second Life Islands, 97 social business. See also engagement; collaboration and, 112
Sedereviciute, Kristina, 291 components of, 238
self-directed customer support, 207, social applications; Social CRM; CRM v., 36–40, 112, 230–231,
social graph
223 basics of, 3–26 235, 237, 254
Selling 2.0, 321 best practices in, 191–197
Selvas, Filberto, 133
Send-To-Friend, 60, 144
sentiment
automated, 148
