Index
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
A
Academy Awards, 193
Achievers (SlideShare), 114
Action:
as new gold standard, 8
in still images, 149
Adidas, 106
Adjust Your Set, 71
“The Age of Advocacy and Influence” (BRANDERATI), 116
Aggregators, 40–43
Agile marketing, 186 (See also Real-time marketing [RTM])
Agility, 191–192
Allwood, Claudia, 2
American Express, 93–94
Analyzing content (see Content audit and analysis)
Anderson, Natanya, 49
Angelou, Maya, 2
Apps, 11
and Facebook News Feed, 11
for short-form video, 35
(See also individual apps)
Aprimo, 182
Art of the Trench (Burberry), 128
aSociete.com, 101
Attention span, 55
Attitude(s):
visual content’s impact on, 16
for visual storytelling, 126
Audience:
evaluating needs of, 173
knowing your, 135
playing off your, 146
Auditing content (see Content audit and analysis)
B
Baby and Me video (Evian), 71
The Back of the Napkin (Dan Roam), 16
Bath & Body Works, 171
Bazaart, 152
BBC America, 106
#BeautyBoost campaign (Benefit Cosmetics), 1–4
Ben & Jerry’s, 171
Benioff, Marc, 116
#BestSummerMoment campaign (Coca-Cola), 52
Blendtec “Will It Blend?” series, 8–9, 75–76
Blogs and blogging:
early opportunities with, 9
reach of, 8
with visuals, 9
(See also Tumblr)
Bodyform, 189–190
Bogues, Brittney, 118–120
Boston Red Sox, 53
Brain, visual content processing in, 55
Brand channels (YouTube), 69–71
Brand marketing:
planning for the unexpected in, 144–145
real-time marketing in, 183, 186–187
social listening and social data in, 178, 179
data-optimization strategy of, 134–136
Pinterest infographic from, 34, 36–37
on SlideShare, 116
Brands:
in Facebook News Feed, 12–13
Facebook Timeline for, 11–12
B2B companies:
Pinterest contests for, 67
SlideShare presentations for, 112–113
visual content from, 19–20
Burberry:
Art of the Trench Tumblr and website, 95
user-generated content for, 167
BuzzFeed, 33
Byrne, David, 24
C
Cadbury, 121–122
Cairo uprisings, 192
Calgary Zoo annual report, 8
Call to action, 169
Cannes International Festival of Creativity, 178
Cards in the Post, 157
Cat memes, 28–29
Charity:Water, 96
Cinemagram, 164
Circles (Google+), 118, 120, 123
Cisco social media command center, 186
Clark, Wendy, 51
Coach:
shoe photo campaign of, 18–19
user-generated content for, 167
Coca-Cola:
#BestSummerMoment campaign of, 52
Diet Coke contest, 88
GIFs used by, 33
humor used by, 157
image of, 17
shareworthiness of content from, 51–52
on Tumblr, 104
user-generated content for, 167
visual content from, 18
Cole, Kenneth, 192
Collages (see Photo collages)
Color:
for infographics, 166
in photos, 149
Comments, responding to, 189
Communication:
history of, 16–17
nonverbal, 16
through visuals, 14–18
Competitive differentiation, promoting, 153
Content:
developing (see Strategic road map)
frequency of, 141–143
as hook for action/engagement, 10
importance of, 7
personalization across
platforms, 48
shelf life of, 142–143
themes of, 143
user-generated (see User-generated content [UGC])
value-added, 161–162
visual (see Visual content/visuals)
Content audit and analysis, 128–136
evaluating current efforts, 129
listening to customers, 131–133
raw data analysis, 130–131
summary of, 133–136
tracking data, 129–130
Content planning, 126, 144–146
Contests:
for meme creation, 162
on Pinterest, 66–67
on Twitter, 88
for user-generated content, 168, 174
Converse, 109
Crazes, responding to, 190
Creativity, 186
Criticism, responding to, 189
CRM (social customer relationship a management), 184
Crowdsourcing, 156
Cultural identity, 17
Customer service team, 145–146
Customer-brand relationship model, 26
Customers, listening to, 131–133
Cyber Grand Prix awards, 178
D
The Daily Show, 90
Daily Twist campaign (Oreo), 51, 177–178
Data:
for infographics, 166
optimization of, 133–134
raw data analysis, 130–131
for real-time marketing, 184
tracking, 129–130
Dawkins, Richard, 28
Daykin, Jerry, 122
Decision making:
restructuring, 187
strategic, 184
Delicious, 9
Dell social media command center, 186
Dickson, Tom, 75–76
Diet Coke contest, 88
Digital magazines, 42
Digitas, 59
Diptic, 152
DIRECTV content strategy, 134–135
Disclosure, for user-generated content, 169
Distribution strategy:
in strategic road map, 146–147
for videos, 174
Dodge Ram, 171
Dollar Shave Club, 72
Dos Equis, 162
Dove Real Beauty Sketches, 38
Dubin, Michael, 72
Duck Dynasty, 134–135
Duncan, Melanie, 65–66
Dunkin’ Donuts:
on Instagram, 99–100
Monday Night Countdown Vines, 110–111
Monday Night Football, 111
Running on #IceDD contest, 110
Dynamic creative optimization, 184
E
Easel.ly, 165
Eliason, Frank, 34
Emailvision, 67
Emotions:
from photos, 149
from visual content, 15–16
Engagement:
amplifying, 7
calculating, 130
data-optimized strategy for, 133–135
with DIRECTV, 134–135
with early social media platforms, 9–10
and frequency of posting, 141–142
from living in the moment, 52–53
as new gold standard, 8
strategy for, 146–147
through conversations, 56
Enthusiasm, 126
Entrepreneurs Can Change the World video (Grasshopper), 173
Epicurious, 192
ESPN, 171
Evaluating current efforts, 129
Evans, Liana, 126
Events:
on Google+, 123
real-time marketing related to, 188, 189, 192
Every Mat Has a Story to Tell video (Lululemon), 95–95
Evian:
Baby and Me video of, 71
dancing babies of, 173
F
brand page design on, 80
brands on, 11–13
calculating engagement rate on, 130
company guides from, 78
content calendar on, 140
content filtering by, 78
DIRECTV game on, 135
early opportunities on, 9
engaging on, 81
evolution of, 10–13
facts and figures about, 79
Ford Fiesta campaign on, 96, 98
Harlem Globetrotters on, 82–83
HubSpot on, 83–84
Hyatt House on, 157
image sizes for, 150
infographics for, 166
Instagram acquired by, 7
Intel on, 84–85
link from Instagram to, 96
Moleskine on, 80–82
NBA albums on, 135–136
Oreo Daily Twist campaign views on, 178
photos posted to, 52
searching for your company on, 132
Sephora followers on, 8
shelf life on, 143
Timeline, 11–12
Facial expressions, 15
Fans, content created by, 147 (See also User-generated content [UGC])
Farmers Insurance, 171
FeedMagnet, 171
Feelings, from visual content, 15–16
Festivals, real-time marketing related to, 189
Fiesta campaign (Ford), 96, 98–99
of Facebook, 78
of Instagram, 95
Filters (for photos), 149
Five L’s of customer’s journey, 25–26
Flickr, 9
Foot Locker, 171
The Force video (VW), 71
Ford:
as Seen client, 171
FORM Pilates, 103
Forrester Groundswell Awards, 90
Fotor, 152
Framing (in photography), 148
Free People, 94–95
Frees, Harry, 28
G
Gaffney, Sharon, 102–103
Gamanga, Sarpan, 96
Gatorade social media command center, 186
General Electric (GE):
competitive differentiation by, 153
Edison’s birthday/Inventors’ Day celebration by, 189
as FeedMagnet client, 171
personalization of content by, 48
Geolocation, 193
Gephart, Lulu, 75
Get Satisfaction, 30–31
GIF Brewery, 164
GIF SHOP, 164
GIFboom, 164
Gifninja, 164
GIFs (Graphics Interchange Format), 33, 45
common themes for, 163–165
creating, 164
strategic road map for, 163–165
#giftpicks program (REI), 75
Glenisk, 82
Goals:
importance of, 125–126
for postcards/e-cards, 158
in strategic road map, 126–128
themes supporting, 137
translated into stories, 136
Godin, Seth, 7
Gonzalez, Philippe, 98–99
Google:
popularity of, 5
as YouTube owner, 69
Google+, 117–124
brand pages, 117
Cadbury on, 121–122
engaging on, 123
facts and figures about, 119
image sizes for, 150
searching for your company on, 132
SimpleLeap Software on, 119–120
Trey Ratcliff on, 121
Google Maps, 118
Gordon, Chloe, 64
Gordon, Kim, 64
Graphics, 18
Grasshopper, 173
Gucci, 93
H
Hangouts (Google+), 118, 120, 122
Hangouts On Air, 120
Harlem Globetrotters, 82–83
Harlem Shake videos, 90
Hashtags, choosing, 169
HBO, 33
Heart Truth, 88
Heat (basketball team), 135–136
Heller, Joseph, x
Hill Holliday, 111
Historical analysis, for optimizing engagement strategy, 133
Holidays:
postcards/e-cards aligned with, 157, 159
real-time marketing related to, 189
Home Depot cat meme, 28–29, 161
HP, 66–67
HubSpot:
on Facebook, 83–84
meme of, 163
on Pinterest, 19–20
Human element:
through cartoons, 30
in visual storytelling, 49–50
Humor:
of cartoons, 29–31
in GIFs, 33
with memes, 161
in presentations, 39
in Smart Car’s Twitter response, 180–181
in still images, 149
Hunter, Grant, 187
Hyatt House, 157
I
IBM:
on SlideShare, 115
as Tumblr content curator, 104
iCharts, 165
#ifihadsuperpowers contest (RadioShack), 90
Images, 24–29
and cultural identity, 17
emotions conveyed by, 15–16
photo collages, 152–153
in real-time marketing, 187, 188
sizes by platforms, 150–151
as symbols, 18
with text overlays, 27, 154–157
traditional, 147–151
types of, 24–29
user-generated, 27
(See also specific types of images)
Indianapolis Motor Speedway, 171
Indy 500, 99
#Indy500orBust campaign, 99
InfoActive, 165
creating, 165–167
for Pinterest, 36–37
Inspiring visual content, 149, 153
American Express on, 93–94
Burberry on, 95
Calgary Zoo’s use of, 8
Charity:Water on, 96
Dunkin’ Donuts on, 99–100
Facebook’s acquisition of, 7
facts and figures about, 93
Ford Fiesta campaign on, 96, 98–99
Free People on, 94–95
image sizes for, 151
Indy 500 campaign on, 99
Instagramers, 98–99
link to Facebook from, 96
Nike on, 94
photo collages on, 152
photo ownership on, 169
photos liked on, 52
Red Bull on, 96
searching for your company on, 132
types/lengths of videos on, 173–174
Instagramers, 98–99
Intel:
digital magazine of, 42
on Facebook, 84–85
Harlem Shake video of, 90
time of postings by, 142
on Twitter, 90–91
International audiences, timing postings for, 142
iQ (digital magazine), 42
J
The Journey (blog), 47–48
K
Keep Calm-o-Matic, 154
Kellogg’s Pop-Tarts cartoons, 29
Kerouac, Jack, ix
KPMG, 171
L
Land Rover USA, 47–48
Lastminute.com, 71–72
Lea, Wendy, 30
Lead generation, with SlideShare, 116
Lenovo, 90–91
Lighting, for photos, 149
LinkedIn:
image sizes for, 151
SlideShare owned by, 112
Listening, social, 48–49, 131–133, 178, 179
Living in the moment, 52–53
LOLcats, 28
Lopez, Lindsay, 103
Lululemon:
on Instagram, 95–95
as Olapic client, 171
#TheSweatLife campaign, 50
user-generated content for, 167
Luxury Monograms, 65–66
M
Mad Men, 184
MailChimp, 108
Marketers, role of, 14
Marketing departments:
agility of, 191–192
need for change in operations of, 186–187
support for RTM in, 193
Measurement:
in content audit/analysis, 129
in strategic road map, 175–176
MeebleMail, 102–103
Meeting the Need for Speed (eMarketer), 182, 183
Mehrabian, Albert, 16
MemeGenerator.net, 160
Memenic marketing, 159
creating, 160
embracing, 161–162
Messages:
of memes, 161
for real-time marketing, 192
Mini Cooper, 189
Moleskine, 80–82
Monday Night Countdown (ESPN), 110–111
Monday Night Football, 111
Monty, Scott, 53
Moods, from visual content, 16
Mueller, Trish, 29
#mygirls campaign (Adidas), 106
Myspace, 9
Nabokov, Vladimir, x
NASA Universe, 113
National Basketball Association (NBA), 135–136
Neill, Richard, 189
New Balance, 171
New England Patriots, 53
Neworld, 82
Newspapers, online, 40–41
Nike:
on Instagram, 94
user-generated content for, 167
Nonverbal communication, 16
Norton, Ashli, 119–120
Norwegian Army, 90
“Now! Economy,” 7–8
O
O’Brien, Paul, 179
Old Spice Guy, 173
Online newspapers, 40–41
On-the-fly marketing (see Realtime marketing [RTM])
Oreo:
Daily Twist campaign of, 51, 177–178
James Bond tweet of, 188
and Super Bowl blackout, 181–182, 190–191
Over app, 154
Overgram, 154
P
Paper.li, 40
Passion, 126
Patagonia, 171
Peeps Offering campaign, 159
People magazine, 171
Pepsi:
home page of, 42
image of, 17
as Mass Relevance client, 171
Peretti, Jonah, 140
Personality, company, 137–139, 173
Personalization:
on Facebook brand pages, 82–83
in visual storytelling, 48
Pfizer, 113–114
crafting/sourcing, 152–153
images for, 148
for Google+, 117–118
retouching, 25
tips for creating, 148–149
value of, 147
Photoshop, 164
Picasion, 164
Piktochart, 165
Pinstamatic, 154
behavior on, 12
contests on, 66–67
engaging on, 61
facts and figures about, 57
General Electric on, 48
HP on, 66–67
HubSpot on, 19–20
ideas for company board on, 60, 62–64
image sizes for, 151
Luxury Monograms on, 65–66
Mashable on, 58
metrics to track on, 34, 36–37
optimizing websites for, 59
PopCosmo on, 64–65
rise of, 14
searching for your company on, 132
U.S. Army on, 58
users of, 58–60
Whole Foods on, 49
Pistell, Liana, 104
Planning:
preparation vs., 191
Platforms:
personalization of content across, 48
social media (see Social media platforms)
Polyvore, 152
PopCosmo, 64–65
Postagram, 157
Postano, 41
Posting:
best times for, 141–142
frequency of, 141–143
Preparation, planning vs., 191
Presentations, 38–40, 46 (See also SlideShare)
Product marketing, 144–145
Public relations team, 145
Q
QuickMeme.com, 160
Quipio, 154–155
Quotes, images with, 27, 44, 153, 156–157
QuotesCover.com, 155
R
RadioShack #ifihadsuperpowers contest, 90
Ramsden, Tom, 106
Ratcliff, Trey, 121
Raw data analysis, 130–131
Real Beauty Sketches (Dove), 38
Real-time ad campaign rebalancing, 184
Real-time buying (RTB), 184
Real-time content marketing, 184
Real-time marketing (RTM), 177–194
agility for, 191–192
examples of, 188–190
failures of, 192–193
by Oreo, 177–178
in planned media campaigns, 186
preparation for, 187–188, 190–193
rise of, 181–185
by Smart Car, 180–181
supporting, 193
and wider brand marketing strategies, 186–187
Real-time social response, 177
RebelMouse, 41
Recognition, of user-generated content, 169–170
REI, 74–75
Reminder postcards/e-cards, 158
Resolution, photo, 148
Responsiveness, 179
Rewards:
postcards/e-cards as, 158
for user-generated content, 168–170
Richard the Cat campaign (Home Depot), 28–29, 161
Richardson, Nancy, 50
Road map (see Strategic road map) Roam, Dan, 16–17
Rolling Stone, 105
Rowling, J.K., ix
RTB (real-time buying), 184
RTM (see Real-time marketing)
Rule of thirds (photos), 148
Running on #IceDD contest (Dunkin’ Donuts), 110
S
Same-sex marriage tweets, 188
Schafer, Ian, 187
Schierholz, Stephanie, 113
Seasonal postcards/e-cards, 158
Selfies:
defined, 18
of shoes, 18–19
The Selfish Gene (Richard Dawkins), 28
Sephora:
as FeedMagnet client, 171
Shareworthiness:
of postcards/e-cards, 158
of visual storytelling, 51–52
Shelf life (of content), 142–143
Shoshana, Ylanda, 119
#ShowYourHeart (Coca-Cola), 88
Silbermann, Ben, 57
SimpleLeap Software, 119–120
Slagen, Dan, 84
SlideShare, 5, 39, 40, 111–117
Achievers on, 114
BRANDERATI on, 116
engaging on, 115
facts and figures about, 112
NASA Universe on, 113
Pfizer on, 113–114
rise of, 14
Smart Car, 180–181
SnapShot Postcard, 157
Social customer relationship a management (CRM), 184
Social listening, 48–49, 132–133, 178, 179
Social media, 4–5
amplifying engagement with, 7
evolution of, 5
frequency of postings to, 141–143
listening to customer conversations on, 131–133
reach of, 8
senior executives’ use of, 187
(See also individual social networks, e.g.: Pinterest)
Social media command centers, 186
The Social Media News Daily, 40–41
Social media platforms:
content themes on, 143
early engagement with, 9–10
image sizes by platform, 150–151
popularity of, 14–15
potential of, 195
proliferation of, 14
rise of, 7
shelf life of content on, 142–143
(See also individual platforms)
Social revolution, 184–185
Social Sales Revolution (salesforce.com), 116
Sony:
Harlem Shake video of, 90
as Olapic client, 171
Spurs (basketball team), 135–136
Stats, images with, 27, 44, 153, 156–157
Story, 51
Storyboard, for infographics, 166
Strategic business decisions, 184
Strategic road map, 125–176
auditing and analyzing, 128–136
content planning, 144–146
crafting/sourcing visuals, 147–159
determining visual content mix, 140–143
distribution and engagement strategy in, 146–147
GIFs, 163–165
goal setting, 126–128
measurement, 175–176
memes, 159–163
shaping your visual story, 136–140
user-generated content, 167–171
videos, 172–175
Suggestions, responding to, 189
Super Bowl XLVII blackout, 181–182, 190–191
#TheSweatLife campaign (Lululemon), 50
SweetShot Photography, 110
Symbols:
and cultural identity, 17
images as, 18
T
Tactics, without strategy, 126
Tan, Garry, 102
Target, 74
Team, for rapid response to the unexpected, 144–146
Tesco, 192
Text, for infographics, 166
Text overlays, images with, 27, 44, 154–157
Themes, 136–140
of customer conversations, 139
of GIFs, 163–165
ranking/allocating, 143
that support goals, 137–138
of user-generated content, 168
Think Like Zuck (Ekaterina Walter), 39, 113
Threadless, 171
TicTac, 171
Tiffany, 93
Time zones, 142
Timing:
in real-time marketing, 188
of Tumbler posts, 105
Tolkien, J.R.R., ix
TopShop AW13 fashion show, 38
Tracking data, 129–130
Trending topics:
aligning marketing with, 184
real-time marketing related to, 188
Trinidad, Jay, 47
TripAdvisor, 25
Trust, generating, 49–50
Tumblr, 101–107
Adidas on, 106
aSociete.com on, 101
BBC America on, 106
engaging on, 105
facts and figures about, 102
FORM Pilates on, 103
IBM as content curator on, 104
MeebleMail on, 102–103
memes on, 161
searching for your company on, 132
World Bank on, 104
Tune Challenge (Glenisk), 82
Twitter, 85–91
Benefit Cosmetics’ use of, 1–2
calculating engagement rate on, 130
engaging on, 89
evolution of, 4
facts and figures about, 86
image sizes for, 151
Intel on, 90–91
Lenovo on, 90–91
prescheduled tweets on, 192
RadioShack on, 90
rise of, 14
same-sex marriage tweets on, 188
searching for your company on, 132
shelf life on, 143
unique features of, 91
Vine owned by, 107
visuals on, 87
Volkswagen Brazil on, 88
Twitter cards, 87–88
Typography, for infographics, 166
U
UGC (see User-generated content)
Unexpected, planning for, 144–146
Urban Outfitters, 109
U.S. Army, 58
Usefulness of visual storytelling, 48–49
User-generated content (UGC):
collecting, 171
sourcing, 168–170
spotlighting, 50
strategic road map for, 167–171
for Target, 74
video, 174
V
Value-added content, 161–162
incorporating, 173–174
in real-time marketing, 187
strategic road map for, 172–175
Dunkin’ Donuts’ use of, 110–111
facts and figures about, 108
MailChimp’s use of, 108
searching for your company on, 132
SweetShot Photography’s use of, 110
types/lengths of videos on, 173–174
Virgin Holidays, 188
Visual content/visuals, 15, 23–46
from aggregators, 40–43
to amplify social media engagement, 7
cartoons, 29–33
communication through, 14–18
crafting/sourcing, 147–159
created by fans, 147
frequency of, 141–143
GIFs, 33
images, 24–29
mix of, 140–143
for postcards/e-cards, 158
presentations, 38–40
processing of, 15–16
response to, 4
in visual storytelling, 44–46
Visual imagery, 47–48
Visual storytelling, 7–21, 195–196
art and science of, 136
defined, 8
elements of, 47
evolution of, 9–13
history and rise of, 14–20
human element in, 49–50
living in the moment in, 52–53
personalization in, 48
potential of, 42
shareworthiness of, 51–52
story in, 51
types of images used in, 44–46
usefulness of, 48–49
visual imagery in, 47–48
VMWare, 171
Voice, company, 137–138
Volkswagen Brazil, 88
Volkswagen The Force video, 71
W
Websites:
design of, 17
optimized for Pinterest, 59
user preference for Facebook brand pages vs., 77–78
Weknowmemes.com, 160
“Welcome to the Social Enterprise” (Marc Benioff), 116
We’re Moving On campaign (NBA), 135
What-if game, 138
What’s the Future of Business (Brian Solis), 18
Whole Foods, 49
“Will It Blend?” series (Blendtec), 8–9, 75–76
Williams, Caroline, 189
Woods, Tiger, 74
WordCamPro, 155
Words, impact of visuals vs., 15–16
Workitywork, 119–120
World Bank, 104
Writing, ix–x
X
Xbox, 171
Y
Yahoo!, 101
YouTube, 69–77
Blendtec videos on, 9
Dollar Shave Club on, 72
engaging on, 73
facts and figures about, 70
hours of video uploaded to, 52
image sizes for, 151
lastminute.com on, 71–72
One Channel, 69
popularity of, 4–5
potential impact of, 71
Red Bull’s Baumgartner video on, 96
responding to video crazes on, 190
searching for your company on, 132
Target on, 74
and Tiger Woods’s video game, 74
types/lengths of videos on, 173–174
videos on, 35
“Will It Blend?” series on, 75–76
Z