ROI of Social Media: How to Improve the Return on Your Social Marketing Investment

INDEX

#BeOriginal, 181

@AplusK, 68

@Comcastcares, 24, 25

@StevenGroves, 68

@TheRealShaq, 68

8-Step process for measuring social marketing strategy and ROI, 215–232

90 percent of all word of mouth conversations about a brand still take place off-line, 2

90-9-1

90-9-1 rule, 43, 156, 164

90-9-1 rule of thumb, 156

1800Flowers, 1800Flowers.com, 205–208

2008 presidential campaign, 59, 253

A

A1 Steak Sauce, 127, 129, 156

Acknowledgements, 12, 59

Activity trackers, 221

Adobe Creative Suite, 153

Adobe® Systems, Inc., 153

Advocacy. See Purchase Funnel

Advocates, 53, 159, 164

Agent-Based Modeling, 210, 228

Aided awareness, 126–127, 127

Allrecipes.com, 256–257

Alterian, 245

Alterian SM2, 277

Amazon.com, 17, 65–66

American Red Cross, 82

Amplifying the Effect of Offline With Online Social, 120–123

Association Score, 178–179

Attention metric. See Pitney Bowes

Audi Motor cars, 105

Audience segmentation around a topic authenticated presence, 180–181

Awareness, 126–129, 150

Purchase Funnel, 34, 88, 124, 212

B

B2B marketing in social media, 133–139

Bai Yun and Gao Gao

Panda's at the San Diego Zoo, 172

Baseline conversation, 32

Behavioral markers, 64–65

Behavioral targeting, 65–72

Ben & Jerry's Ice Cream, 35–36

Berry, John, 101

Biz Stone, 19

Black Hat

SEO, 187

Blackeyed Peas. See Guinness Anchor Berhad

Blendtec, 13–15

Boycott of French wines, 109

Brake, David K., 40

Brand

as the competitive set of the consumer, 171–174

Brand image, Brand imagery, 90–92, 177–179

Brand loyalty, 132

Brand optimizers, ...