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| INDEX
A AB InBev, 144 A/B testing, 63–65 , 211–213 AdAge, 98 AdSense, 176 advertising. see also paid media; specific topics on Facebook, 23–25 , 32–38 , 140 , 174 , 213–214 on Instagram, 157 launch time for, 35–36 on LinkedIn, 207–214 return on investment in, 27–28 on YouTube, 174 Ain’t It Cool News, 127 Amazon Prime, 43 AOL, 134 Apple App Store, 123–124 Arneson, Latham, 52 , 53 on asking people to share, 113 , 114 on clarity of message, 116 on distinctions in testing, 89–90 on partnerships, 129–130 on search tools, 86–87 on social listening, 88 on taking action, 96 Arron, Anthony, 162–163 AT&T, 123 Atwood, Roman, 182–183 audience. see also specific social platforms content that resonates with, 31–32 emotional connection with, 102–105 hypersegmenting of, 211–213 listening to, 85–86 look-alike, 54–56 personality types in, 66–69 strong relationship with, 224 targeting ( see targeting your audience) worldwide ( see going global) authenticity, 108–109 , 182 , 191–193 AwesomenessTV, 173 , 176 Ayzenberg’s earned media value index, 98 B Baldoni, Justin, 19 , 20 Banks, Elizabeth, 76 Barkley, Stephanie, 72 Barton, Chris, 123 , 124 , 143 BBC, 223 Beatles, 31 behind-the-scenes moments, 167–169 , 193 Bell, Zoë, 121 Berger, Jonah, 73 Biden, Joe, 77 Bieber, Justin, 1–2 Bitsmash, 191 Black Eyed Peas, 137 The Blair Witch Project (movie), 62 bloggers, 126 , 127 brand advocates, 4 , 49–52 brand identity, 218–221 brand persistence, 217–228 and adaptation to changing platforms, 225–226 building brand around you for, 221–222 and creation of opportunities, 223 envisioning, 218 feeling of connection for, 224 by focusing on who you are, 218–221 by standing for something bigger, 221 success in, 224–225 using multiple channels for, 222–223 brands content related to atmosphere of, 112–113 creating, 52 gifting by, 126 original approaches of, 90–91 personal, 149–151 , 221–223 on Snapchat, 189 , 192 , 194 , 196 social media following for, 11 Williams on, 222 Brownstein, Erick on collaboration, 128–129 on Instagram, 166–167 on paid media, 30 on relevance of content, 106 on retargeting, 54 on revealing information quickly, 114 service-oriented approach of, 102 on share-worthy content, 97–100 , 104–105 , 107 , 115 on tagging in Instagram, 163–164 on the unexpected, 110 on YouTube content, 174–175 B2Linked.com , 201 Bush, George W., 69 BuzzFeed, 73 C California Raisin Advisory Board, 107–108 call to action (CTA), 49 , 50 , 191 career advancement, 10–13 Carey, Eamonn, 143–150 Carmichael, Chris, 191–192 , 194–197 celebrities, 74–75 , 120–121 , 160–161 , 194 . see also specific people Cena, John, 99–100 Chan, Ray, 91–92 , 164–167 , 223–226 Chance the Rapper, 77 Chastain, Jessica, 77 Chatbooks, 50–52 , 220 Cheng, Ken, 161 , 162 , 169 , 170 Choi, Christy, 190 , 192 , 194–198 Chopra, Deepak, 77 clickbait, 20 click-through rates (CTRs), 213 Clinton, Bill, 65 , 69–70 Clinton, Hillary, 71 Cloverfield (movie), 86–87 Coca-Cola Company, 29 , 148 collaboration, 128–129 , 176–178 , 190–191 , 194–195 communication psychology, 65–70 communities, 91–92 , 176–178 , 210–211 Comp-A Productions, 102–103 Confidante Hotel, 129 connecting with audience, 4–7 , 65–70 , 102–105 creating connection, 224 on LinkedIn, 202 , 206 with partners, 120–122 Contagious (Jonah Berger), 73 content. see also message; individual social platforms attachment to, 165 context of, 65 customized to platform, 93 emotional response to, 73–77 for global audience, 151–152 on Instagram, 164–169 as key to gaining followers, 17–18 ( see also gaining followers) on LinkedIn, 204 , 209–211 matching hook point and headline to, 20 maximizing potential of, 3 of others, leveraging, 132–134 quotes with images, 19–21 , 84–85 repurposing, 13 ROI and quality of, 29 sharable ( see sharable content) testing, 15 , 83–85 that resonates with audience, 30–32 viral ( see viral content) Cornell, Chris, 74 cost per acquisition (CPA), 26–27 , 30–32 , 140–146 cost-per-click, 207–208 , 210 , 213 cost-per-lead (CPL), 36 cost per share (CPS), 37 cost-per-view, 53 Couric, Katie, 8 , 19 on being nimble, 79 case study of, 75–77 on connection to materials, 103 service-oriented approach of, 102 on standing for something bigger, 221 Cox, Hayden, 113 Cranston, Bryan, 77 creating opportunities, 223 CreatorIQ, 130 Cricket Wireless, 98–100 , 104–105 D Dapaah, Michael, 132 dark posts, 34–35 Dawson, Shane, 177 DC Comics, 225 DC Shoes, 219 Dein, Julius, 38 , 96 , 111 , 114–115 , 119–120 , 158 DeLaGhetto, Timothy, 186 developed markets building audiences in, 148–149 cost of acquiring followers in, 145 cost of Facebook followers in, 141 engagement in, 147–148 having market share in, 139 Disney, 192 , 208 Disney Online Originals, 83 Dollar Shave Club, 90–91 Dropbox, 125 Dumb and Dumber (movie), 109 E Earle, Sylvia, 84 Edison, Thomas, 80 80/20 rule, 104 , 105 Ellis, Sean, 3 emerging markets, 138 Barton on, 143 building personal brands in, 149–151 cost of acquiring followers in, 140–146 engagement in, 141 , 147–148 gaining followers in, 28–29 , 148–149 having and audience in, 139 , 140 pitching companies in, 146–147 scale of, 144–145 emotional connection, 73–77 , 102–105 engagement, creating content for, 59–60 . see also message; sharable content engagement groups, 131–132 , 157 envisioning, 218 F FabFitFun, 27 , 48 , 81 , 159–160 , 224 Ads Manager, 13 , 24 , 37 advertising on, 23–25 , 30–38 , 140 , 174 , 213–214 average number of friends on, 4–5 cost of acquiring followers on, 140–143 , 146 dark posts on, 34–35 driving fans to YouTube from, 174 failure in success of, 15 fan sites on, 7 as focus of author’s system, 21–24 gaining followers on, 9–10 , 24–26 hypertargeting on, 56–57 Instagram and, 125 , 155–156 message chain in, 122 movie studios’ approach on, 115 music distribution through, 43 news feed change on, 226 Page Likes on, 24 , 25 reverse engineering podcasts for, 19–21 sharable content on, 95–118 targeting audiences on, 43–44 , 54–56 targeting job titles on, 207 testing by, 80 testing headlines on, 64–65 trending topics on, 75 WhatsApp acquisition by, 140 Facebook Pixel, 54–55 Fallon, Jimmy, 176 , 177 FameBit, 169 FarmVillain , 144 Farrelly brothers, 109 featured articles, writing, 126 Ferriss, Tim, 60–61 , 64 First Influence, 190 Florence Foster Jenkins (movie), 48–49 Flores, Pedro D., 102–103 , 186 The 4-Hour Workweek (Tim Ferriss), 60–61 Fox, 192 , 208 “full-funnel activation” strategy, 99 G Gadot, Gal, 77 gaining followers, 17–39 . see also specific social platforms cost per acquisition for, 26–27 , 30–32 finding the right content for, 30–32 focus on Facebook in, 21–24 implementing ads on Facebook, 32–38 steps in, 18–21 tactics for, 24–26 through paid media, 27–30 gaining influence, 12–13 , 155–172 Gates, Bill, 224 gifting, 126 Gillette, 90 giveaways, on YouTube, 176 going global, 137–153 cost efficiency of, 140 creating content when, 151–152 for growth, 143–146 inexpensive countries for, 142–143 opportunities in, 139–140 by personal brands, 149–151 reaching larger markets, 148–149 retention and attention when, 147–148 to stand out, 146–147 through emerging markets first, 141 Google, 125 Google AdWords, 64 , 86 , 87 , 213 Google Trends, 87 Gore, Al, 12 Grapevine, 169 Greenberg, Tim on Brazilian market, 143 on getting shares, 96–97 on improving viewer’s mood, 105 on Instagram, 167–168 on look-alike audiences, 54–56 on selecting content, 111–113 on Snapchat, 193 on testing, 82 Gretzky, Wayne, 218 growth hacks, 17 , 164 Gymkhana films, 219 H hacks, 224–225 The Hangover (movie), 110 headlines, 20 , 61–65 , 129–130 Ho, Coco, 128 , 168 hook point, 20 , 60–62 , 71 Huffington Post , 134 Hulu, 43 Hyatt Hotels Corporation, 98 , 106–107 , 115 , 128–129 hypersegmenting audience, 211–213 hypertargeting, 56–57 hypothesize phase, 18 , 19 I IKEA, 12 , 29 , 142 influencer platforms, 130–131 influencers collaboration with, 128–129 in getting people to share content, 96 influencing, 161–162 on Instagram, 159–162 on LinkedIn, 206 |