395
■ INDEX
A
Abbott, Susan, “Customer
Crossroads,” 107
action metrics, 307
Adams, Roger, 42
Adbusters Media Foundation, 19
AdGabber, 74, 75, 190
Advergaming, 21
advertising. See also word-of-mouth
American attitudes on, 17
backlash against, 26
direct mail, 8
effectiveness assessed, 298
online, 9
in podcasts, 229
on social networks, 77
and Social Web, 210
spending on, 40
time devoted to, 6
traditional, 290
trustworthiness, 20
Advertising Age, 19, 42, 212
advertising avoidance, 154
viewer response to, 16–19
advertising campaign, response to, 132
airline marketing, 108–109
AJAX, 305
alli, 80
Always Be Testing (Eisenberg), 331
Amazon, 21
online reviews, 176
reviews of reviews, 248
America Online (AOL), 4, 19, 73
American Airlines, Travel Bag, 165
Americans, attitudes on advertising, 17
analog data, vs. digital, 86–87
Anderson, Chris, 250
Andreesen, Marc, 61–62
Angry Customers Tell 3000
(Blackshaw), 106
animation, 63
anonymous ratings, disallowing, 247
anonymous survey, 138
AOL (America Online), 4, 19, 73
application developers, in Facebook, 75
Atom, 70
audience
connections, 304–305
defining, 291–292, 321
participation in social media creation, 34
understanding, 310
audio podcasting, 71, 174, 228–233
audio testimonials, 222
automobile dealers, 129
awareness, 94–95, 292
building, 269
marketers focus on, 43
source of, 83
B
backlash
against advertising, 26
from rebates, 105
bacn, 278
bad reviews, 247, 249
ballot stuffing, preventing in reviews and
ratings, 247
Bank of America Small Business
Community, 203
banner ads, 90, 165
“Banner Blindness” study, 10
Barnes & Noble, 248
Index
Note to the reader: Throughout this index boldfaced page numbers indicate primary discussions of a
topic. Italicized page numbers indicate illustrations.
44026bindex.indd 395 9/3/08 7:03:01 PM
396
I n d e x ■
baseline data
for marketing activities, 96
on relationship between marketing
activities, 307
sources for, 294
Bazaarblog, 217
Bazaarvoice, 77, 176, 215, 256–257, 258,
258, 259
BBC News, 166
“Beach Walks with Rox,” 174
Bebo, 182
Berners-Lee, Tim, 61–62
Bernoff, Josh, Groundwell, 204, 205, 312
best practices, identifying, 321
“Beta-7,” 24
Better Homes and Gardens, 332
Binhammer, Richard, 191
Bit Literacy (Hurst), 279
Blackshaw, Pete, 97, 280
Angry Customers Tell 3000, 106
The Blair Witch Project, 43
blogosphere, 60
BlogPulse tool, 60, 61, 119, 144, 144, 146
Trend Chart, 146, 147
blogs, 57–59, 89, 173, 211–217, 330
as conversation, 266
corporate, 214–217
frequency, 192
paid, gone bad, 212
on touchpoint analysis, 107
visiting, 59
Blogsearch, 119, 330
Blu-ray/HD DVD battle, 143
BMW Facebook campaign, 205, 205–206
Boing Boing, 59, 71
bookmark list, remote storage, 68
Boomer mindset, 89
bounce rate, 305–306
“brand detractor,” 100
brands
marketers, 4
metrics on health, 337–338
reputation, 144
social media strategies for, 321
Bratton, Susan, “Personal Life Media,” 230
Brightkite, 169, 274, 275, 276, 334
Friends Map, 275
broadband Internet, 182
Brooklyn Museum of Art, smart use of
social media, 235, 235
business model, on participation, 210
business objectives, 91–92, 309–310, 323
affirming, 320
business, on Twitter, 219
business partner, being viewed as, 138
business services
locating with mobile device, 274
business social networks, 74, 188–190
BuzzMetrics, 29, 38, 97
BzzAgent, 20
C
Cadillac, Cimarron, 117
Caines, Dwight, 40
calendar services, 169, 269–273
call script, sample, 134
call sheet, of customers, 134–137, 135
CAN-SPAM act, 9
Cancelbot, 7
Cancer InfoLink, 231
Canter, Laurence, 6
Carlyle, Kathy, 199
censorship, 211
change, corporate blog as channel for
internal, 213
channels, 44, 163–171, 164
to generate awareness, 94
multimedia, 211–233
selecting, 328–336
social content, 166–167
social interactions, 168–169
social platforms, 164–166
charity, generating contributions to, 187
44026bindex.indd 396 9/3/08 7:03:01 PM
397
■ INDEX
checkout process, options for customer
ratings, 241
Chili’s, 107, 107
Chuck (television program), 310–311, 311
Chuckssecret.com, 310
“Church of the Customer,” 107
Circuit City, support community, 196
Cisco, “Human Network” campaign, 212
CitySearch, 169, 272
class-action suit, on Honda mileage
estimates, 172
classic hoax, 24
A Clockwork Orange, 17
clouds, 66
CMO blogs, 214
collaboration
of information creation and sharing, 34
in problem solving, need for, 14
collective, power of, 50
collective reputation, 81
Comcast, 165, 220
comment-to-post metric, 306, 338
comments, in blogs, 57
commercials
DVRs for skipping, 11
as interruption, 8
on television, 18
time devoted to, 6
communications
by customers, 106
mobile, 273–277
Communispace, 80, 296
communities, 73, 80, 195–200
customer, 200–203
CommunityGuy.com, 59
compact discs (CDs), 87
company policies, on Internet use, 56
competitive intelligence, 331
competitors
Google Alerts to monitor, 98
news feeds of, 331
CompuServe, 4, 19, 182
Condé Nast, 165, 332
connecting to Internet, vs. “always on,” 182
connections, 303–307
audience, 304–305
influence, 305–306
loyalty, 307
to social feedback cycle, 304
connections-to-connections networks, 27
consensus
building, 238–240
and marketing, 240–249
consideration phase of purchase cycle, 79,
82, 82–86
marketers’ perception of, 43
marketing challenge in, 269
social feedback cycle and, 157
constraints, on network connection, 53
consumer-generated media, 86–90
intensity and polarity of, 158
vs. marketer-generated messages, 140
“consumer online service,” 4
consumers. See also customers
control of messages, 12
impact of post-purchase activities, 43
view of, 17
content metrics, 295, 299–301, 312–313
contributory impact of social media, 228
control
impact of, 53
vs. influence, 38
RSS for, 70
conversation, quantifying, 132–149
conversation starters, 277
conversion, metrics on, 307
copying data, analog vs. digital, 86–87
copyright laws, 253
corporate blog, 214–217
as channel for internal change, 213
Couzin, Gradiva, Search Engine
Optimization, 176
credibility, 192–193, 267
negative reviews and, 247
44026bindex.indd 397 9/3/08 7:03:02 PM
Get Social Media Marketing: An Hour a Day now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
