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
Facebook
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
in local markets,
169–171
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