Linking BRV and CBV -- From Referrals to Influence -- Notes and References -- 8 Hey, Have You Heard About This? -- Introduction: Social Media -- Why Social Media Can Be Powerful -- Successes and Failures in Marketing Through Social Media -- Defining Customer Influence Effect (CIE) and Customer Influence Value (CIV) -- A Seven-Step Framework for Creating Successful Social Media Marketing Campaigns -- Implementation of the Seven-Step Framework -- Implementation of the Seven-Step Process in Hokeypokey -- Measuring CIV: Calculating the Effect and Value of Social Media Influence -- The Campaign Results and Implications -- Computation of CIV -- How Can This Be Computed? -- Implications of CIV for Social Media Marketers -- Encouraging and Maximizing CIV -- Launching Social Coupons -- Avoiding the Pitfalls in Social Coupon Launches -- What Should the Firm Do to Improve Profits? -- Redesigning the Social Coupon Strategy -- Interrelationships -- CIV, CRV, and CLV -- The Relationship Between CLV and CIV -- The Relationship Between CIV and CBV -- The Relationship Between CRV and CIV -- Social Media Marketing (SMM): Version 2.0 -- Regulated Social Media Marketing -- A Sample Framework for Implementation -- The Dark Side of Social Media Marketing -- Notes and References -- 9 We Need Your Help! -- Introduction: The Value of Customer Knowledge -- Defining Customer Knowledge Value (CKV) -- Measuring CKV -- CKV Measurement |