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1 p1 Still, I felt like something was missing. Games and SuperPoking are fun, but where were the business applications? Still, I felt like something was missing. Photos and SuperPoking are fun, but where were the business applications? 3/25/2009
1 p2 With my friend Todd Perry’s help, I developed Faceconnector (originally called Faceforce), which pulls Facebook profile and friend information into Salesforce CRM. Facebook, I realized, is CRM. So I decided to try something bold: Combine Facebook with Salesforce CRMWith my friend Todd Perry’s help, I developed Faceconnector (originally called Faceforce), which pulls Facebook profile and friend information into Salesforce account, lead, and contact records. 3/25/2009
1 p2 New companies emerged, like Mzinga, Socialcast, and Small World Labs, to build enterprise social technology from the ground up. New companies emerged, like Telligent, Socialcast, and Small World Labs, to build enterprise social technology from the ground up. 3/25/2009
1 p2 You know online social networking is a big deal but don’t know what to do about it.
You know online social networking is important but don’t know what to do about it.
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1 p3 There are three main premises that motivate this manuscript. Three main premises motivate this manuscript. 3/25/2009
1 p3 It is precisely in weak ties where Facebook and other online social networks can often make all the difference. It is precisely in weak ties where Facebook, Twitter, and other social networking services excel. 3/25/2009
1 p3 The online social graph empowers us to be better, more effective, more efficient, and more fulfilled doing what is inherent to our nature—communicating who we are, and transacting and interacting with others. The online social graph empowers us to be better, more effective, more efficient, and more fulfilled doing what is inherent to our nature—communicating who we are, and transacting and interacting with others across the Web. 3/25/2009
1 p3 With the lightning pace of technology, we are living in a very different world than a few years ago. Today’s college students don’t use e-mail except with “grown-ups” like professors and potential employers—they send Facebook messages and write on each other’s Facebook walls. But it’s not just college students. Although Facebook may have begun after office hours, its power extends far beyond our personal identities into our professional ones. For succinctness, I call this “the Facebook Era,” but am referring to the general social networking phenomenon emerging across the web. With the lightning pace of technology, we are living in a very different world than a few years ago. Today’s college students don’t use e-mail except with “grown-ups” like professors and potential employers—they Tweet about what they had for breakfast and send Facebook messages and write on each other’s Facebook walls. But it’s not just college students. Although Facebook may have begun after office hours, its power extends far beyond our personal identities into our professional ones. Facebook statistics over the last year have consistently shown the greatest growth in audience numbers coming from people aged 35-49. According to Nielsen Online, by the end of 2008, social networking had overtaken even email in terms of global reach among Internet users. 3/25/2009
1 p3 150 Million and Counting
This very moment, over 150 million people around the world are logged in to Facebook, updating their status, interacting with friends, interacting with brands, providing valuable information for you to be able to understand them better, and learning about you in return. As a business person, you need to be where your customers are, and increasingly, customers are spending time on Facebook.
200 Million and Counting
This very moment, on Facebook alone, nearly 200 million people around the world are logged in, updating their status, interacting with friends, interacting with brands, providing valuable information for you to be able to understand them better, and learning about you in return. As a business person, you need to be where your customers are, and increasingly, customers are spending time on social networking sites like Facebook and Twitter.
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1 p4 We can learn a great deal from Barack Obama’s 2008 presidential campaign, which used Facebook, MySpace, and other social networking sites to rally millions of supporters and help raise nearly $1 billion in grassroots campaign contributions. According to the Pew Research Center, ten percent of Americans (and one-third of Americans under the age of 30) used Facebook or another social networking site to get information about the presidential election. How many people will use Facebook to learn about or become engaged with your company and products? We can learn a great deal from Barack Obama’s 2008 presidential campaign, which used social networking sites to rally millions of supporters and help raise nearly $1 billion in grassroots campaign contributions. According to the Pew Research Center, ten percent of Americans (and one-third of Americans under the age of 30) used Facebook or another social networking site to get information about the presidential election. How many people will use Twitter or Facebook to learn about or become engaged with your company and products? 3/25/2009
1 p4 The online social graph provides us with a new way, a way to bring what most defines and differentiates each one of us—our history, our relationships, our memories—into all aspects of our lives, including the way we experience technology. The online social graph provides us with a new way, a way to bring what most defines and differentiates each one of us—our history, our relationships, our memories—into all aspects of our lives, including the way we experience technology. This book started out about business and technology, but is equally about a paradigm shift underway that leaves us with different expectations, behaviors, and relationships. 3/25/2009
1 p4 What the future holds is anyone’s guess, but what we do know is that business will never again be the same—whatever your industry, wherever you work, whether you are in sales, marketing, product development, recruiting, or another corporate function. What exactly the future holds is anyone’s guess, but what we do know is that business will never again be the same—whatever your industry, wherever you work, whether you are in sales, marketing, product development, recruiting, or another corporate function. 3/25/2009
1 p6 Using the example of Sanrio’s Hello Kitty brand, this chapter urges companies to first listen to what the community might already be saying about their brand, and then with that context establish a presence on the appropriate set of social networking sites to reach the right audience. Using the example of Sanrio’s Hello Kitty brand, this chapter urges companies to first listen using tools like Twitter Search and Facebook Lexicon to what the community might already be saying about their brand, and then with that context establish a presence on the appropriate set of social networking sites to reach the right audience. 3/25/2009
1 p12 As you will see in the case studies and tables throughout this chapter, each wave of technology infrastructure is marked by a cycle of breakthrough innovation followed by commercialization, the emergence of a new class of applications, and, finally, business impact. In order for us to better understand and prepare for the current transformation being brought on by social networking, it is instructive to see how past technology revolutions disrupted business practices. As you will see in the case studies and tables throughout this chapter, each wave of technology infrastructure is marked by a cycle of breakthrough innovation followed by commercialization, the emergence of a new class of applications, and, finally, business impact. 3/25/2009
1 p18 Facebook, MySpace, and many of the other online social networks now offer Web services application programming interfaces (APIs), which make it possible for other Web sites and Web applications to tap into profile and social data. These advances are extending the reach and impact of the online social graph beyond specific social networking sites to potentially every Web experience.
Besides the mainstream genre led by Facebook, LinkedIn, and MySpace, several other forms of social networking sites have developed in recent years that are important to note: discovery sites, affinity networks, and virtual world networks.
Facebook, Twitter, MySpace, and an increasing number of other social networks now offer Web services application programming interfaces (APIs), which make it possible for other Web sites and Web applications to tap into profile and social data. These advances are extending the reach and impact of the online social graph beyond specific social networking sites to potentially every Web experience.
Besides the mainstream genre led by Facebook, Twitter, and MySpace, several other forms of social networking sites have developed in recent years that are important to note: discovery sites, affinity networks, and virtual world networks.
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1 p23 The online social graph accelerates this democratization of business by allowing individuals to more easily connect with one another and to bring the rich context of their relationships to accomplishing daily tasks and transactions. The online social graph accelerates this democratization of business by allowing individuals to more easily connect with one another and to bring the rich context of their relationships to accomplishing daily tasks and transactions. At its extreme is the notion of VRM, or vendor relationship management, which began as a research initiative out of the Berkman Center for Internet and Society at Harvard. VRM is the reverse of CRM. Instead of vendors managing data about customers in a unidirectional way, customers are given tools to manage and engage with vendors in a bidirectional way that is mutually beneficial. We are still in the very early days of VRM, but it poses interesting new possibilities for the online social graph and identity management across different web sites and applications. 3/25/2009
1 p30 You would be less likely to consider something spam if it were recommended by your mother. You would be less likely to consider something spam if it were recommended by a friend or someone you chose to “follow” on Twitter. 3/25/2009
1 p34 An exception to this is celebrity-fan relationships that might be more one-sided, for example adding a band as your “friend” on MySpace or politician as your “friend” on Facebook. An interesting twist to this is celebrity-fan relationships that might be more one-sided, for example adding a band as your “friend” on MySpace, “following” a movie star on Twitter, or becoming a “fan” of a politician on Facebook. 3/25/2009
1 p36 Facebook’s spectacular growth and loyal base of users have resulted in an unprecedented social graph charting the relationships, interactions, and histories of over 150 million people on the Internet. Facebook’s spectacular growth and loyal base of users have resulted in an unprecedented social graph charting the relationships, interactions, and histories of 200 million people on the Internet. 3/25/2009
1 p36 Facebook is the largest globally, but other social networking sites have hit important tipping points among certain audiences that will make them difficult to topple—for instance,... Facebook is the largest globally, but other social networking sites have hit important tipping points among certain audiences that will make them difficult to topple completely—for instance,... 3/25/2009
1 p38 For example, Causes (see Figure 2.4) is a popular application that lets Facebook users promote their favorite charities. For example, Causes (see Figure 2.4) is a popular application that lets Facebook members promote their favorite charities to their networks and friends. 3/25/2009
1 p42 The social graph is enabling a new Web experience that will transform the way we work, learn, and interact across every aspect of our lives. The social graph is enabling a new Web experience that allows us to bring our online identities and friends with us to whatever site or application we choose to visit on the Internet. It is the death of the anonymous Web, and it is transforming the way we work, learn, and interact across every aspect of our lives. 3/25/2009
1 p45 Instead of losing a large, potentially valuable pool of fringe contacts over a lifetime, it is now possible to accumulate these lightweight relationships as social capital “options” you might want—but are not obligated—to exercise later. Instead of losing a large, potentially valuable pool of fringe contacts over a lifetime, it is now possible to accumulate these lightweight relationships as social capital “options” you might want—but are not obligated—to exercise later. Twitter takes this even further by allowing one-sided relationships: Person A can “follow”—that is, subscribe to updates from—Person B without Person B having to return the favor. Person B may not personally know any of her followers, but it doesn’t matter. She still has a very intimate way of communicating and connecting with her fans. 3/26/2009
1 p45 Facebook and Hi5 have been described as a contact database for the masses. They are fun and intuitive, visual, active, searchable, and self-updating: Facebook is CRM for the masses. It is fun and intuitive, visual, active, searchable, and self-updating: 3/26/2009
1 p45 In addition to providing an easy-to-use contact database, social networking sites have invented new modes of interaction that make it faster, easier, and more efficient to communicate with contacts. In addition to providing an easy-to-use contact database, social networking sites, like Facebook, have invented new modes of interaction that make it faster, easier, and more efficient to communicate with contacts. 3/26/2009
1 p52 Flattening Effect The Flattening Effect 3/26/2009
1 p68 I created Faceconnector (originally Faceforce) in the autumn of 2007 to help reps connect the dots between the leads they were getting and the real people behind the leads. Leads are nothing more than a name, title, and company. I believe Facebook is CRM. I created Faceconnector (originally Faceforce) in the autumn of 2007 to help reps connect the dots between the leads they were getting and the real people behind the leads. Traditional leads are nothing more than a name, title, and company. 3/26/2009
1 p77 As a result, support reps are achieving higher customer satisfaction and greater success with attempts at cross-selling and upselling.

Last, but not least, companies have realized they can crowdsource, or outsource to the “crowd,” a substantial portion of support questions by encouraging customers to talk to one another, troubleshoot for one another, and share tips and tricks in online forums.
As a result, support reps are achieving higher customer satisfaction and greater success with attempts at cross-selling and upselling.
On a more ad hoc basis, companies like Zappos and Comcast are beginning to assign dedicated support reps to monitor and respond to questions that come up in Tweets. By responding in real-time on Twitter, these vendors not only establish better customer service with the original person who Tweeted, the solution is now posted as a Twitter reply for everyone else to see, search, and benefit.
Last, but not least, companies have realized they can crowdsource, or outsource to the “crowd,” a substantial portion of support questions by encouraging customers to talk to one another, troubleshoot for one another, and share tips and tricks in online forums.
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1 p78 Most cited a passion for the product and a desire to demonstrate their knowledge and be viewed as an expert in the community.
In addition to discussion boards on social networking sites, Get Satisfaction, Lithium, and FixYa are popular vendors that specialize in crowdsourced support tools.
Most cited a passion for the product and a desire to demonstrate their knowledge and be viewed as an expert in the community.
Recently, salesforce.com unveiled its Service Cloud offering, connecting product conversations across different information silos such as Google, Twitter, and Facebook with internal knowledge bases that power customer portals and call center applications. The Service Cloud allows vendors to monitor, aggregate, and search conversations customers are having about their products, and to incorporate crowdsourced solutions into their centralized knowledge based in Salesforce CRM.
In addition to discussion boards on social networking sites, Get Satisfaction, Lithium, and FixYa are popular vendors that specialize in crowdsourced support tools.
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1 p78 In addition to discussion boards on social networking sites, Get Satisfaction, Lithium, and FixYa are popular vendors that specialize in crowdsourced support tools. Get Satisfaction is used by companies like Whole Foods, Adobe, and Apple to facilitate support-related conversations among customers and between customers and employees (see Fig-
ure 4.11).
In addition, Get Satisfaction, Lithium, and FixYa are popular startups that specialize in crowdsourced support tools. Get Satisfaction is used by companies like Whole Foods, Adobe, and Apple to facilitate support-related conversations among customers and between customers and employees using voting to prioritize important issues (see Figure 4.11). 3/26/2009
1 p89 Very few brands can sign up 150 million of their own registered users. Very few brands can sign up nearly 200 million of their own registered users. 3/26/2009
1 p99 The 150 million people on Facebook, for example, are a sizable audience for marketers to pursue. The nearly 200 million people on Facebook, for example, are a sizable audience for marketers to pursue. 3/26/2009
1 p125 Last, but not least, Facebook is emerging as a popular recruiting tool, mainly due to its extensive reach to over 150 million people around the world. Last, but not least, Facebook is emerging as a popular recruiting tool, mainly due to its extensive reach to nearly 200 million people around the world. 3/26/2009
1 p141 Employee Poaching How to Protect Against Employee Poaching 3/26/2009
1 p146 Start with Strategy and Objectives Start with Clear Strategy and Objectives 3/26/2009
1 p201-202 This is an important and active step employees must take because by default, the privacy settings on Facebook and MySpace are relatively open.
This is an important and active step employees must take because by default, the privacy settings on Facebook and MySpace are relatively open.
Tony Hsieh, CEO of online shoe retailer Zappos, trains every new call center employee on the appropriate use of Twitter. This has encouraged employees to become active users of social media while supporting Zappos’ brand and mission, which is highly motivating and mutually beneficial for everyone.
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1 p214 Active Users: 150M Active Users: Nearly 200M 3/26/2009