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:

being center of
and customer experience
for movement
in Relationship Economy
and relationships
for visual stimuli

Attention Frequency (AF)

Attention hijacking

“Attention hound” relationship

Attention spans

Attribution of content

@VirginAmerica

Audience:

attention of
community participation by
connections with
creating content for
interacting with
known and anonymous data about
relationship of organization and
segmentation of
trusting your
understanding your
use of term.

Auditory/verbal channel of brain

Augmented reality

Authenticity

and communication in real world
and consistency
and credibility
defined
at Dell
in digital world
at Domino’s Pizza
importance of
in relationship building
in Carl Sciortino, Jr. campaign ad
techniques for improving
and transparency
and trust

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:

authenticity at
consistency at
credibility at
customer’s history at
digital marketing at
future scenario for
relationship building by
relationship of customer and
selection/curation at

Blogs

Bloomfire

Body language

Boloco

Borell and Associates

Brain:

channels of
cognitive functions and physiology of
facial recognition in
habit and rewards in
neuroplasticity of
reaction to storytelling in

Brands:

connection failures of
connections with
consistency for
personality traits of
personification of
relationships with
trust in

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)

expectations of
personas of
power of

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):

behavioral
in digital world
and neuroplasticity
and novelty
in relationship type.

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:

online, see Online communities
in “Three Cs”

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

with brands
of business systems
in buyer’s journey
in digital relationship pyramid
emotional
horizontal
informational
and maximum number of relationships
need for
with online audiences
of organizations and consumers
and psychological adaptations to digital technologies
in relationship cycle
in the Relationship Economy
and relationship need
in relationship networks
and six degrees of separation
in tribes

Connectivity cloud

Consideration, in buyer’s journey

Consistency

and authenticity
of business stories
and complexity of digital world
of digital and real-world experiences
at Naked Pizza and Boloco
and patterns in digital world
and precision marketing
in relationship building
role of context in
techniques for improving

Consumers. See also Buyers; Customer(s)

connections of organizations and
expectations of

Consumer choice

Content. See also Curation of content

accelerating dynamic website
affinity for
attribution of
credibility from
helpful
importance of
inbound marketing with
mixing types of
in online communities
for online videos.
optimizing, for browsers
sharing personal

Content delivery

improving
on mobile devices
monitoring
in online experience
and reach, scale, and availability of Internet
service providers for

Content Delivery Networks (CDNs)

Content marketing

Content Marketing Institute

Context:

and consistency
from history
provided by mobile devices
for stories

Contributors, online community

Convenience of social media

Conversations, in online communities

Cookie Directive (European Union)

Cortisol

Covert history

Cox Communications

Creators, online community

Credibility

and attention
and content marketing
creating
and information availability
in relationship building
techniques for maintaining
types of

Crescendo, in business stories

Cron, Lisa

Curation of content

and online retail success
and product selection
in relationship building
techniques for improving

Curiosity

Curtis, Jamie Lee

Customer(s). See also Buyers; Consumers

analysis of behavior by
as focus of organization
perceptions of
storytelling by

Customer experience:

authenticity of
consistency of
content delivery as part of
differentiation of
personalization of

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:

opting into
personalization of
relationship-building with
trust in

Digital marketing

Digital presence

Digital Presence for Dummies

Digital relationship pyramid

Digital selves

Digital storytelling

Digital technologies

embracing
future of
improving use of
mobile devices
and online communities
psychological adaptations to
relationship building with
social media
video

Digital world:

authenticity in
complexity of
helpfulness in
marketing in
patterns in
relationship building in. See also specific topics
relationships in
trust in
use of term.

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):

in business stories
synchronization of
in videos

Emotional connections

Employees, authentic interactions with

End-user monitoring

Energy, of relationship network

Engagement:

and customer experience

“fifth platform” for

frequency and depth of
as marketing buzzword
misaligned
and overt history
and relationships

“Engaging with Digital Consumers” (Infosys)

Entertainment, social media for

European Union Cookie Directive

Evernote

ExactTarget

Expectations:

about relationships
about websites
aligning digital experiences with
of authenticity
consumers’
mobile device users’
of transparency

Experience(s). See also Customer experience

brand
consistency of real-world and digital
content delivery as part of
multisensory
shared

Experienced credibility

The Experience Economy (B. Joseph Pine II and James H. Gilmore)

Expertise.

and authenticity
and content curation
and credibility
demonstrating

Exposition

F

F5 Networks

Faces, focus on

Facebook

activity on
in Attention Frequency score
in buyer’s journey
compression of relationship network on
curating conversations on
data production on
digital self on
expectations of authenticity on
as habit.
levels of participation on
pages of organizations on
and Zynga

Face-to-face interactions

business importance of
in relationship building
and storytelling
and trust in digital interactions
and video

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:

of attention
customer as
of videos

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:

on cross-platform behavior
Kevin Bacon Number on
rankings by
relationship building by
speed of webpage loading at
on ZMOT

Google+

Google Glass

Google+ Hangouts

GoPro

Gordon-Levitt, Joseph

Gravity

GymIt

H

Habits

Handley, Ann

Hasson, Uri

Heart Diagram

Heineken.

Helmholtz, Hermann von

Helpfulness

in digital world
at Lowe’s
and outbound vs. inbound marketing
principles of
in relationship building
as relationship driver
at Saturn Corporation
techniques for increasing

History

context from
overt and covert
patterns in
personalization and relevance from
in relationship building
techniques for building

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:

availability of
competitive
customers’ sharing of
digital, creation of
in online communities
from social media

Informational connections

Infosys

In-N-Out Burger

Instagram

Instant messages

Intelligibility, of messages

Interaction Amplitude (IA)

Interactive video

Internal involvement in online communities

Internal stories

Internet:

content delivery by
as globalizing medium
information availability on
reach, scale, and availability of
users’ perceptions of time

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

LinkedIn

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:

automation of
content
digital
engagement as buzzword in
of online communities
outbound vs. inbound
precision
success in
traditional

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

n-value

O

Oatley, Keith

Objectives, relationship-building

OgilvyOne

Online communities

building trust with
characteristics of

DevCentral

developing
negative feedback from
techniques for embracing

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:

“buying” of attention by
connections of consumers and
customers as focus of
Facebook pages of
relationship of audience and

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:

in digital world
in history

Peppers, Don

Perceptions

Performance, in trust-bond

Permanence of relationships

Personas

Personableness

Personal data:

sharing
use of

Personality traits of brands

Personalization:

of digital interactions
and history
of website experience

Personalization technologies

Personification of brands

Picasa

Piccalo, Gina

Pine, B. Joseph, II.

Pinker, Steven

Pinterest

Pirillo, Chris

Pocket

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:

of digital interactions
of Internet
in Relationship Value Equation

“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:

communication in
components of relationships in
consistency of experiences in digital and
as “fifth platform”
future of interactions in
identifying relationship types in
relationship building in
storytelling in
use of term.

Recommendthisbook.com

Reddit

Redirect (Timothy Wilson)

Reed, David

References, customer

Registration, website user

Relationships. See also Value of relationships

and attention
in business transactions
in digital world
helpfulness as driver in
impact of video on
maximum number of
real-world, components of
reasons for forming
restarting, with website visitors
and time/geography

Relationship building. See also specific elements, e.g.: History

at B.L. Ogilvie & Sons
and customer experience
with digital technologies
in digital world
and engagement as marketing buzzword
with future digital technologies
by Google
objectives and goals for
scale of

Relationship cycle

Relationship Economy

Relationship need

drivers of
identifying
mapping content formats to
personalization of interactions based on
in relationship building
and relationship cycle
and relationship pyramid
of relationship types
and storytelling
trust as factor in
understanding audiences’
of website visitors

Relationship networks:

compression of
connections in
defined
energy of

“Relationship of things”

Relationship types. See also specific entries, e.g.: “You Don’t See Me” relationships

and brands
changes in.
described
identifying, from history
and relationship cycles/pyramids
and relationship needs

Relationship Value equation

Relawatts

calculating
and marketing strategy
measuring
scale for

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:

of digital interactions
of Internet
of relationship building

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:

and helpfulness
personal nature of
at Saturn Corporation
with social media

Separation, degrees of

Serial connections

Service providers:

content delivery
video production

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

content on
at Dell
Facebook
Google+
LinkedIn
reasons people use
registering website users with
selling with
sense of belonging from
Twitter
YouTube

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:

brand/company
elements of
internal
reasons people engage with

Storytelling

benefits of
at Coca-Cola
and face-to-face interactions
in online communities
physiological and neurological reactions to
real-world vs. digital
relationship building with
and relationship needs
in Carl Sciortino, Jr. campaign ad
synchronization of emotions from
tips for improving
transmedia
with videos

“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:

as factor in relationships
Internet users’ perceptions of

Toth, Steve

Touchpoints

Transmedia storytelling

Transparency

Tribes, connections in

Trip Advisor

Trust:

and authenticity
building, with video
and consistency
and credibility
in digital interactions
from face-to-face interactions
and helpfulness
in online communities
in real-world relationships
and transparency
in your audience

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”

Twitter

actively managed presence on
activity between connections on
in buyer’s journey
continuous communication with
curating conversations on
expectations of authenticity on

U

Understanding (in general)

Understanding your audience:

and building online communities
and connections in the digital world
and trust

U.S. Open tennis tournament

Urgency

V

Value of relationships

in business transactions
calculating
and connections in relationship network
and energy of relationship network
in marketing strategy
maximizing
in Relationship Economy
Relationship Value equation
Relawatt scale for

Variable bandwidth environments

Video

Coca-Cola’s use of
democratization of
engaging with audience via
and face-to-face interactions
growth of
impact of, on relationships
interactive
on mobile devices
most effective
reasons humans are drawn to
and trust

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:

dynamic
load times for

Websites:

consumer expectations about
delivery of content on, see Content delivery
in digital presence
for online communities
optimization of

Website visitors (website users):

identifying relationship need of
registering
restarting relationships with

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:

changing from.
defined
dynamic web pages for
with Google
identifying, in real world
importance of
needs in
trust requirement for

Youtility (Jay Baer)

YouTube

actively managed presence on
in buyer’s journey
publishing video on
rate of new data uploaded to
Zappos’ use of

Z

Zak, Paul

Zambito, Tony

Zappos

Zero Moment of Truth (ZMOT)

Ziglar, Zig

Zynga

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