NOTES

CHAPTER 1

1. Number of active or registered users is according to published data from each social network, including LinkedIn (238 million), Google + (235 million), Twitter (200 million), and Facebook (699 million), as of August 2013.

2. Sales Benchmark Index; Sales & Marketing Effectiveness Blog: “The Next Big Prediction in B2B Sales,” by Greg Alexander, January 2013; www.salesbenchmarkindex.com/bid/93649/The-Next-Big-Prediction-in-B2B-Sale.

3. Discussed in the Research Brief: “Social Selling: Leveraging the Power of User-Generated Content to Optimize Sales Results,” February 2013; business.linkedin.com/content/dam/business/sales-solutions/global/en_US/site/pdf/ti/linkedin_social_selling_impact_aberdeen_report…us_en_130702.pdf.

CHAPTER 2

1. Aberdeen Group, “Sales and Marketing Alignment: Collaboration + Cooperation = Peak Performance,” by Chris Houpis; September 2010; reported by Pamela Vaughan on HubSpot, “The Steps You Need to Define the Stages of Your Sales & Marketing Funnel,” October 2012; blog.hubspot.com/blog/tabid/6307/bid/33711/The-Steps-You-Need-to-Define-the-Stages-of-Your-Sales-Marketing-Funnel.aspx.

2. Nielsen Research, “Social Media Report 2012,” December 2012; www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-report-2012.html.

3. Edison Research, “The Social Habit, 2012 Q4 Research Report,” December 2012; socialhabit.com/secure/wp-content/uploads/2012/07/The-Social-Habit-2012-by-Edison-Research.pdf.

4. Oracle, “Customer Experience Impact Report,” commissioned by Right-Now, 2011; www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf (www.slideshare.net/jperezpgi/2011-rightnow-customer-experience-impact-report).

CHAPTER 3

1. Truett Cathy is founder of Chick-fil-A. His website, www.TruettCathy.com, details how his personal commitment to biblical principles and how those principles shaped Chick-fil-A, including the decision to close the restaurants on Sundays as a way to “honor God.” Dan Cathy, COO of Chick-fil-A, is Truett Cathy's son.

CHAPTER 4

1. Nielsen Global Survey of Online Shopping: Third Quarter, 2011; pt.nielsen.com/documents/tr_201011_Q3_2010_CCI_Final_Client_Report.pdf.

2. According to research from Nielsen: “Global Trust in Advertising Report,” 2012; www.nielsen.com/us/en/reports/2012/global-trust-in-advertising-and-brand-messages.html.

3. The Thank You Economy, by Gary Vaynerchuk (HarperBusiness, 2011), p. 63.

CHAPTER 5

1. comScore, “It's a Social World: Top 10 Need-to-Knows About Social Networking and Where It's Headed,” 2011; www.comscore.com/Insights/Presentations_and_Whitepapers/2011/it_is_aesocial_world_top_10_need-to-knows_about_social_networking.

2. Nielsen, “Global Survey of New Product Purchase Sentiment,” Q3, 2012; www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2013%20Reports/Nielsen-Global-New-Products-Report-Jan-2013.pdf.

3. From Newswire on Nielsen.com, “Digital Influence: How the Internet Affects New Product Purchase Decisions,” February 2013; www.nielsen.com/us/en/newswire/2013/digital-influence-how-the-internet-affects-new-product-purchase-decisions.html.

4. LinkedIn, Forrester, and Research Now, “IT Purchasing Goes Social,” August 2012; www.iab.net/media/file/IT_Purchasing_Goes_Social-Best_Practices_Final.pdf.

5. Nielsen, “Global Trust in Advertising Report,” 2012.

6. BazaarVoice, “Social Trends Report 2012,” June 2012; www.hashdoc.com/document/8246/four-social-trends-already-changing-your-business-2012-trends-report.

7. “2013 Digital Influence Report, TechnoratiMedia”; technorati.com/business/article/technorati-medias-2013-digital-influence-report/; p. 13.

CHAPTER 6

1. “The Digital Evolution in B2B Marketing;” a survey published by Google and CEB, 2012; www.executiveboard.com/exbd-resources/content/digital-evolution/content-marketing/index.html.

2. “Buyer Behavior Helps B2B Marketers Guide the Buyer's Journey,” from the Forrester Research blog, by Lori Wizdo, October 2012; blogs.forrester.com/lori_wizdo/12–10–04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey.

3. “Buyer Behavior”; blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey.

CHAPTER 7

1. With the rise of mommy bloggers, companies often send free products and other gifts to the influential bloggers in exchange for (or at least in hopes of) a positive review, recommendation, or mention of the company's products. Mommy bloggers are recognized as one of the first major groups of online influencers, at least in the B2C market. The response by companies was so strong and so publicized that it contributed to a couple of important changes. For example, the IRS took notice and mandated that bloggers (and the companies doing the giving) report the value of any gifts, products, travel compensation, or other financial compensation that they receive so that it can be properly taxed. Also, many influential bloggers across all industries now put guidelines on their blog that state how products or samples may be handled and how they may or may not result in a positive review.

CHAPTER 8

1. CSO Insights Sales Performance Optimization Study, 2011; as reported in SellingPower, “How Much Time Do Your Salespeople Spend Selling?” by Gerhard Gschwandtner, www.sellingpower.com/content/article/?i=1352&ia=9271.

2. InsideSales.com, “The Top Problems of the Inside Sales Industry” Executive Summary Report, 2012, as reported on Forbes.com, “Latest Inside Sales Research Shows It's All About the Leads,” by Ken Krogue, November 11, 2011; www.forbes.com/sites/kenkrogue/2012/11/11/latest-inside-sales-research-shows-its-all-about-the-leads/.

3. 2012 Social Media Marketing Industry, “How Marketers Are Using Social Media to Grow Their Businesses;” April 2012, by Michael A. Stelzner and sponsored by Social Media Examiner; www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf.

CHAPTER 9

1. Altimeter Group, “How Corporations Should Prioritize Social Business Budgets,” February 2011, by Jeremiah Owyang and Charlene Li; www.altimetergroup.com/research/reports/how-corporations-should-prioritize-social-business-budgets. The survey is based on feedback from 140 corporate social strategists at large corporations.

2. “The CMO Survey,” February 2012, as reported on its website TheCMOSurvey.org, directed by Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration, The Fuqua School of Business, Duke University. The survey is administered twice a year via an Internet survey; www.cmosurvey.org/blog/social-media-spend-continues-to-soar/.

3. “The CMO Survey,”February 2012.

4. “The CMO Survey,” February 2013, by Christine Moorman; cmosurvey.org/files/2013/02/The_CMO_Survey_Highlights_and_Insights…Feb-2013-Final2.pdf.

5. Wendy Clark (@wnd6h), Senior Vice President, Integrated Marketing Communications and Capabilities for the Coca-Cola Company, was a guest on the weekly Twitter chat, #MMChat; Sponsored by The Social CMO Blog, speaking about Coca-Cola's social media strategy; www.thesocialcmo.com/blog/events/.

6. Sonoma County, California, supervisors board meeting, March 12, 2013, reported in The Healdsburg Tribune, March 20, 2013; www.sonomawest.com/the_healdsburg_tribune/news/county-supervisors-triple-social-media-training-budget/article_be6c1842–91a0–11e2-bfda-001a4bcf887a.html.

7. “The Paid Social Media Advertising Report 2013,” by Vizu, a Nielsen company; www.nielsen.com/us/en/reports/2013/the-paid-social-media-advertising-report-2013.html.

8. Bloggers are now required by the Internal Revenue Service (IRS) to report gifts and free products as part of their income. If you work with bloggers and other influencers, be sure to follow the IRS guidelines, available from the website www.IRS.gov.

CHAPTER 11

1. LinkedIn Blog, “200 Million Members!” by Deep Nishar, January 9, 2013; blog.linkedin.com/2013/01/09/linkedin-200-million/.

2. Personal interview, Koka Sexton, senior social marketing manager for LinkedIn. April 2013.

3. Sexton interview.

4. “8 Mistakes You Should Never Make on LinkedIn,” by Libby Kane, Forbes.com, March 2013; www.forbes.com/sites/learnvest/2013/03/04/8-mistakes-you-should-never-make-on-linkedin/.

5. “Top Salespeople Use LinkedIn to Sell More,” by Steve W. Martin, Harvard Business Review, April 2013; blogs.hbr.org/cs/2013/04/top_salespeople_use_linked.html.

6. LinkedIn Blog, “How Large Is Your Network? The Power of 2nd and 3rd Degree Connections” by Reid Hoffman, December 2012; www.linkedin.com/today/post/article/20121206195559–1213-how-large-is-your-network-the-power-of-2nd-and-3rd-degree-connections.

CHAPTER 12

1. “Celebrating #Twitter7” by Karen Wickre; March 21, 2013; blog.twitter.com/2013/celebrating-twitter7.

2. “When Twitter Rogues Move Markets: A Timeline,” Bloomberg Business-Week Technology, April 25, 2013, by Jared Keller and Evan Applegate; www.businessweek.com/articles/2013–04–25/when-twitter-rogues-move-markets-a-timeline.

3. “How Many B2B Leads Can You Get from Twitter?” by Vernon Niven, NeedTagger, April 2013; www.needtagger.com/how-many-b2b-leads-can-you-get-from-twitter/.

CHAPTER 13

1. “2013 Digital Influence Report,”p. 13.

2. newsroom.fb.com/Key-Facts.

3. Facebook Marketing channel; SlideShare presentations posted on www.SlideShare.net.

4. Small Business Saturday Consumer Insights Survey, conducted by the National Federation of Independent Business (NFIB) and American Express, November 2012; www.nfib.com/press-media/press-media-item?cmsid=61348.

5. “Suddenly, Google Plus Is Outpacing Twitter to Become the World's Second Largest Social Network,” by Thomas Watkins; Business Insider, May 2013; www.businessinsider.com/google-plus-is-outpacing-twitter-2013–5.

6. “2013 Digital Influence Report,”p. 15.

7. “2013 Digital Influence Report,”p. 12

CHAPTER 14

1. Stats reported by YouTube; www.youtube.com/yt/press/statistics.html.

2. “The Power of Visual Content Marketing and Brand Visuals in Action,” by Miranda Miller for Top Rank blog, May 2013; www.toprankblog.com/2013/05/visual-social-content/.

3. “How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter,” by Angela Watercutter for Wired Magazine, February 2013; www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/.

4. “What Makes a Link Worthy Post—Part 1,” by Casey Hen for SEOMoz.com, October 19, 2009; moz.com/blog/what-makes-a-link-worthy-post-part-1.

5. “Facebookers Feed Graph Search And Set A Record By Uploading 1.1B Photos On New Year's Day/Eve” by Josh Constine for TechCrunch, January 17, 2013; techcrunch.com/2013/01/17/facebook-photos-record/.

6. Based on research from online news organization, Bit Rebles, as reported in the article, “Infographics Shared on Twitter Get 832% More Retweets Than Images and Articles,” by Lauren Dugan for MediaBistro.com, August 2012; www.mediabistro.com/alltwitter/infographics-on-twitter_b26840.

7. Statistics collected and released by Instagram, “Instagram in Statistics,” available from the Instagram Press Center; instagram.com/press/#.

8. Pew Research: “The Demographics of Social Media Users – 2012,” by Maeve Duggan, Joanna Brenner; taken from the excerpt: Social Networking Site Users Report, released February 2013; pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx.

9. Stats reported by YouTube, from Snapchat blog on June 24, 2013, entitled “Recent Additions to Team Snapchat”; blog.snapchat.com.

10. Stats reported by YouTube.

11. “Social Network Demographics: Twitter, Pinterest, Instagram, Facebook,” by Lenna Garibian for MarketingProfs.com; February 2013; www.marketingprofs.com/charts/2013/10139/social-network-demographics-twitter-pinterest-instagram-facebook; also references Pew Research: “The Demographics of Social Media Users – 2012,” by Maeve Duggan, Joanna Brenner.

12. Based on research from Unmetric and presented in the article, “The Most Popular Branded Boards on Pinterest,” by Laura Indvik for Mashable; May 2013; mashable.com/2013/05/08/pinterest-most-popular-brand-boards/.

13 Statistics reported by SlideShare “Quick Trivia,” and attributed to comScore, 2012; www.slideshare.net/about.

14. SlideShare, as reported in The Social Media Examiner, “How To Generate Leads with Slideshare” by Barry Feldman, January 10, 2013; www.socialmediaexaminer.com/how-to-generate-leads-with-slideshare/.

CHAPTER 15

1. “U.S. Mobile, Future in Focus,” comScore; February 2013; www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Mobile_Future_in_Focus.

2. “Social Media Behaviors: What Do People Do?” The Media Behavior Institute, May 2013 (as reported by eMarketer, “How Do Internet Users Divvy Up Their Desktop, Mobile Web Time?” April 25, 2013; www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841).

3. “U.S. Mobile, Future in Focus,” comScore.

4. “KPCB Internet Trends Report 2013,” by Mary Meeker, May 2013 (distributed on SlideShare; www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013?ref=http://www.kpcb.com/insights/2013-internet-trends).

5. “Eight Percent of Amazon's Sales Are Coming From Mobile,” by Tricia Duryee, on AllThingsD, January 4, 2013; allthingsd.com/20130104/eight-percent-of-amazons-sales-are-coming-from-mobile/.

6. “Eight Percent of Amazon's Sales Are Coming from Mobile,” by Tricia Duryee.

7. “Smartphones, Tablets Drive Faster Growth in Ecommerce Sales,” eMarketer; April 2013; www.emarketer.com/Article/Smartphones-Tablets-Drive-Faster-Growth-Ecommerce-Sales/1009835.

8. “Small Business Mobile Survey 2012,” from Web.com referenced in “Small Businesses That Use Mobile Marketing See Their Sales Soar, Survey Shows,” from NetworkSolutions, May 2012; www.networksolutions.com/smallbusiness/2012/05/small-businesses-that-use-mobile-marketing-see-their-sales-soar-survey-shows/.

9. “Forrester: U.S. Mobile Payments Market Predicted To Reach $90B by 2017, Up From $12.8B in 2012,” by Darrell Etherington on TechCrunch, January 2013; techcrunch.com/2013/01/16/forrester-u-s-mobile-payments-market-predicted-to-reach-90b-by-2017-up-from-12–8b-in-2012/.

CHAPTER 16

1. Online Q&A interviews, Facebook messaging, and email May 9–19, 2013.

2. Phone interview, May 13, 2013.

3. Phone and email interviews, May 9–13, 2013.