Index
A
Aaker, Jennifer L.
“Acknowledge” relationship
Acquainted level (relationship pyramid)
Activity, between social network connections
Ad-hoc videos
Advice, on social media
AF (Attention Frequency)
The Age of Context (Robert Scoble and Shel Israel).
Airlines, social media use by
Alone Together (Sherry Turkle)
Amazon
Amazon Web Services
AMD
Amy’s Baking Company
Angelou, Maya
Angie’s List
Animated videos
Anonymous audience data
Apple
ARPANET
Assistance, in online communities
@Charmin
@HVSVN
@Oreo
Attention:
Attention Frequency (AF)
Attention hijacking
“Attention hound” relationship
Attention spans
Attribution of content
@VirginAmerica
Audience:
Auditory/verbal channel of brain
Augmented reality
Authenticity
Authenticity (James H. Gilmore and B. Joseph Pine II).
Automation of marketing
Availability
Aware level (relationship pyramid)
B
Bacon, Kevin
Baer, Jay
Baker’s chocolate
Barriers to relationships
B.C. (comic strip)
Behavior, storytelling and changes in
Behavior analysis technologies
Belonging
Berge Ford
Best Buy
“BFF” relationship
Big data
B.L. Ogilvie & Sons:
Blogs
Bloomfire
Body language
Boloco
Borell and Associates
Brain:
Brands:
Brand experience, authenticity and
“Brand Personification in the Digital Age” (Keely Galgano)
Brand story
British Airways
Brown, Doug
Browsers, optimizing content for
“Building Brand Community” (McAlexander, Schouten, & Koenig)
Business2Community
Business purpose of online communities
Business transactions, relationships in
Buyers. See also Consumers; Customer(s)
Buyer’s journey
BuyerSphere
C
Cache
Call to action
Carnicero, Susan
Carr, Nicolas
Case studies
Castello di Amorosa
CDNs (Content Delivery Networks)
Center of attention
Change(s):
Channels, consistency across
Channel moderators
Characters in business stories
@Charmin
Chernov, Joe
Chipotle
Choice, consumer
Chrome
Cisco
Climax, of a story
Cloud, content delivery from
CMS
Coca-Cola
Coelho, Paulo
Cognitive functions
Cognitive overload
Colan, Lee
Commerce, in online communities
Communication
Communities:
Community Roundtable
Community standing
Company story
Compatibility
Competence, in trust-bond
Competitive advantage
Competitive information
Complexity of digital world
Comscore
Confidante level (relationship pyramid)
Confidence
Conflict
Connections
Connectivity cloud
Consideration, in buyer’s journey
Consistency
Consumers. See also Buyers; Customer(s)
Consumer choice
Content. See also Curation of content
Content delivery
Content Delivery Networks (CDNs)
Content marketing
Content Marketing Institute
Context:
Contributors, online community
Convenience of social media
Conversations, in online communities
Cookie Directive (European Union)
Cortisol
Covert history
Cox Communications
Creators, online community
Credibility
Crescendo, in business stories
Cron, Lisa
Curation of content
Curiosity
Curtis, Jamie Lee
Customer(s). See also Buyers; Consumers
Customer experience:
Customer references
Customer service, with Twitter
Customer testimonials
Cutco
D
D’Angelo, Anthony J.
Data.com
Data tracking
Decision, in buyer’s journey
Degrees of separation
Deighton, John
Delivery, content, see Content delivery
Dell
“Dell Lies. Dell Sucks” (Jeff Jarvis)
Dell Social Media Command Center
Demandbase
Demand for video
Demonstrations, product
Dessau, Nigel
DevCentral
Differentiation, of customer experience
Digital experience, real-world and
Digital interactions:
Digital marketing
Digital presence
Digital Presence for Dummies
Digital relationship pyramid
Digital selves
Digital storytelling
Digital technologies
Digital world:
Direct Marketing Institute.
Discovery, in buyer’s journey
Disney
Disruptive honesty
Distributed connections
Dollar Shave Club
Dolphin
Domino’s Pizza
Dopamine
Doyle, J. Patrick
Dubin, Michael
Dunbar, Robin
Dunbar’s Number
Duncon, Ewan
Duress, needs and
Dynamic content
Dynamic web pages
E
Econsultancy
Edelman
“Edge,” optimization
Edmunds
Ego
Einstein, Albert
Electronic knowledge networks (EKNs)
Emotion(s):
Emotional connections
Employees, authentic interactions with
End-user monitoring
Energy, of relationship network
Engagement:
“fifth platform” for
“Engaging with Digital Consumers” (Infosys)
Entertainment, social media for
European Union Cookie Directive
Evernote
ExactTarget
Expectations:
Experience(s). See also Customer experience
Experienced credibility
The Experience Economy (B. Joseph Pine II and James H. Gilmore)
Expertise.
Exposition
F
F5 Networks
Faces, focus on
Face-to-face interactions
Fake reviews
Falling action (of stories)
Faraj, Samar
Fear of missing out (FOMO)
Feedback, negative
Fetherstonhaugh, Brian
FFA (fusiform face area)
F5 Networks
Field of Vision Computing devices
“Fifth platform,” real world as
Firefox 16
First mile optimization
Fish, Stanley
Fix in Six
Floyd, Michael
Focus:
Ford Motor Company
Forrester Research
Fournier, Susan
FourSquare
Freytag, Gustav
Freytag’s pyramid
Friendly level (relationship pyramid)
Front-end acceleration
Frost, Randy O.
Fusiform face area (FFA)
The Future of Storytelling Project
G
Galgano, Keely
Gamification
Geek Squad
General Motors
Geography, as factor in relationships
George, Prince
GetSatisfaction
Ghirardelli
Gigya
Gilmore, James H.
Glover, Ray
GM BuyPower
Goals
Godin, Seth
Goethe, Johann Wolfgang von
GoodReads
Google:
Google+
Google Glass
Google+ Hangouts
GoPro
Gordon-Levitt, Joseph
Gravity
GymIt
H
Habits
Handley, Ann
Hasson, Uri
Heart Diagram
Heineken.
Helmholtz, Hermann von
Helpfulness
History
Hoarding
Home-grown videos
Honesty
Horizontal connections
Horizontal success
Horvitz, Eric
HotSpot
Houston, Philip
Hub, relationship network
Hubbard, Elbert
Huxley, Aldous
@HVSVN
I
IA (Interaction Amplitude)
IBM
Identity
IE 6
Immersion tool
Inbound marketing
Individual Potential Relationship Factor (IPRF)
Influence
Influencer Score (IS)
Information:
Informational connections
Infosys
In-N-Out Burger
Instant messages
Intelligibility, of messages
Interaction Amplitude (IA)
Interactive video
Internal involvement in online communities
Internal stories
Internet:
Internet Retailer
Internet Service Provider (ISP)
Interruptions
Intimate level (relationship pyramid)
Invodo
IPRF (Individual Potential Relationship Factor)
IS (Influencer Score)
ISP (Internet Service Provider)
Israel, Shel.
J
Jarvis, Jeff
Jeep
Jenkins, Steve
JetBlue
Jive
Jobs, Steve
Johnson, Steven L.
Jomsocial
Jones, Conor
Journeys website
K
Kelley Blue Book
Ketkar, Sonia
“Kevin Bacon Number”
Kinvey
Kirby, Julia
Kleinrock, Leonard
Klout
Known audience data
Koblin, Aaron
Koenig, Harold F.
Kraft
L
Last mile optimization
Latitude Research
Lazarus, Leon
Lee, Esther
Lento, Bob
Leskovec, Jure
“Let’s Go Crazy” video
Levine, Mark
Life Is Good
Limelight Networks
Lithium
Load times, web page
Lowe’s
Lugosi, Bela
Lurkers
Lying
M
McAlexander, James H.
MacDonald, F. James
Mad Men
MagicBands
Mair, Alex C.
“The Many Acts of Domino’s Pizza” (Sam Osche)
Marketing:
MarketingSherpa
Marketing strategy
May, Rollo
Mayer, Richard
Mediapost
Membership
Metcalf, Bill
Me-too trap
Microsoft Messenger
Middle mile optimization
Mintigo.
Mobile devices
Moderators, channel
Monitoring of content delivery
Moore’s Law
Moreno, Roxana
Movement, attention and
Multisensory experiences
Multitasking
My Lowe’s loyalty program
MySpace
N
Nabisco
Naked Pizza
Need, see Relationship need
Neeson, John
Negative feedback
Neolane.
Networks, relationship, see Relationship networks
Networks of content
Neurological reactions to storytelling
Neuroplasticity
“The New Multi-Screen World” (Google)
News source, social media as
NFL (National Football League)
Niche market, storytelling for
Nietzsche, Friedrich
Nike.
“Nine Ways to Reduce Cognitive Load in Multimedia Learning” (Richard E. Mayer and Roxana Moreno)
Noble, James T.
Non Social-Media scale (Interaction Amplitude)
Nonverbal communication
Notification centers.
Novelty
O
Oatley, Keith
Objectives, relationship-building
OgilvyOne
Online communities
DevCentral
Online interactions, see Digital interactions
Online retailers, drivers of success for
Onlineshoes.com
Online video, see Video
Opening (of stories)
OpenTable
Opinions, expressing
Optimization, website
“The Oracle of Kevin Bacon”
Orders, asking for
Oreo.
@Oreo
Organizations:
Ornish, Dean
Osche, Sam
Outbound marketing
Outbrain
Overload, cognitive
Overt history
Oxytocin
P
Parallel connections
Pareto Principle
Participation, community
Passing time with social media
Patterns:
Peppers, Don
Perceptions
Performance, in trust-bond
Permanence of relationships
Personas
Personableness
Personal data:
Personality traits of brands
Personalization:
Personalization technologies
Personification of brands
Picasa
Piccalo, Gina
Pine, B. Joseph, II.
Pinker, Steven
Pirillo, Chris
Political campaigns, authenticity in
Power of buyers
Precision marketing
Presumed credibility
Price
Product demonstrations
Product reviews
Product selection
Profiles, building
Promotion, for videos
Proof, in videos
Psychological adaptations to digital technologies
Pulizzi, Joe
Q
Quality of message
Quintos, Karen
q-value
R
Rackspace
Rawson, Alex
Reach:
“The Realities of Online Personalisation” (Econsultancy)
Real-time analysis of customer behavior
Real-time history
“Real-Time Marketing Insights Study” (Neolane and Direct Marketing Institute).
Real user monitoring (RUM)
Real world:
Recommendthisbook.com
Redirect (Timothy Wilson)
Reed, David
References, customer
Registration, website user
Relationships. See also Value of relationships
Relationship building. See also specific elements, e.g.: History
Relationship cycle
Relationship Economy
Relationship need
Relationship networks:
“Relationship of things”
Relationship types. See also specific entries, e.g.: “You Don’t See Me” relationships
Relationship Value equation
Relawatts
Relaxation, social media for
Relevance
Reputation
Reputed credibility
Resolution
Resource cloud
Responsive web design (RWD).
Restak, Richard
Retail automotive industry
Retailers, online
Reviews
Rewards
RFID technologies
Rising action
Ritz-Carlton (Half Moon Bay, California)
River Pools and Spas
Rock, Chris
Rogers, Martha
Rohrs, Jeff
Roosevelt, Franklin D.
Rotter, J. B.
Rubin, Ted
RUM (real user monitoring)
RWD (responsive web design).
S
Sales funnel
Salesperson, role of
Sarner, Adam
Saturn Corporation
Scale:
Scarecrow game
Schouten, John W.
ScienceDaily
Sciortino, Carl, Jr.
Scoble, Robert
Scripts, video
Search engine optimization
Second screen
Secrets, giving away
Segmentation of audience
Selection
Selling:
Separation, degrees of
Serial connections
Service providers:
Shakespeare, William
Shared experiences
Shared value
Sheridan, Marcus
Shillum, Marc
Short-term sales
“Six degrees of Kevin Bacon”
Six degrees of separation
Skype
Slideshare
Small world phenomenon
Smartphones. See also Mobile devices
Smith, Robert B.
“The Social Break-up UK” (Jeff Rohrs and Morgan Stewart)
Social cloud
Social interactions
Social Login
Social media
Social Media scale (Interaction Amplitude)
Spray and pray approach
Springsteen, Bruce
Spy the Lie (Houston, Floyd, and Carnicero)
Stanford Persuasive Technology lab
“State of brands”
“State of Community Management” report (Community Roundtable)
Stewart, Morgan
Stibel, Gary
Stories:
Storytelling
“The Structure and Process of Electronic Knowledge Networks” (Faraj, Wasko, & Johnson)
Stuff (Randy O. Frost)
StumbleUpon
Success
Super Bowl 2013 blackout
Surface credibility
Surveys
SurveyMonkey
Sviokla, John
Synchronization of emotions
Synthetic user monitoring
System monitoring
T
Talkomatic
Teams
Technology, for online communities
10 Ways to Improve Digital Experiences (Forrester Research)
Testimonials
Thibeault, Jason
“Three Cs,” establishing credibility with
Time:
Toth, Steve
Touchpoints
Transmedia storytelling
Transparency
Tribes, connections in
Trip Advisor
Trust:
Trustability
Trust-bond
Trust in the Age of Transparency (Julia Kirby)
Trustworthiness
The Truth About Consumer Experience (Rawson, Duncon, & Jones)
Truthfulness
Tumblr
Turkle, Sherry
“2013 B2B Demand Generation Industry View”
U
Understanding (in general)
Understanding your audience:
U.S. Open tennis tournament
Urgency
V
Value of relationships
Variable bandwidth environments
Video
Video conferencing
Video libraries, building
Vine
Virgin America
Visual/pictorial channel of brain
Visual stimuli
Voice
Volpe, Mike
W
Wadsworth, Kirby.
Wasko, Molly McLure
Wayback Machine.
Web pages:
Websites:
Website visitors (website users):
Weighted words.
Weinschenk, Susan
“What is ZMOT and How Can It Help Your Business” (Steve Toth)
Whispernet technology
Whiting, Anita
Whittemore, Kevin
“Why Video Is So Compelling” (Susan Weinschenk)
Wikipedia.
Wiley
Williams, David
Wilson, Timothy
Wired for Story (Lisa Cron)
Woolley, David R.
Wordpress
Y
Yelp
“You Don’t See Me” relationships:
Youtility (Jay Baer)
YouTube
Z
Zak, Paul
Zambito, Tony
Zappos
Zero Moment of Truth (ZMOT)
Ziglar, Zig
Zynga