K atie c ouric

partnerships with, 
127–128
qualities of, 
184
on Snapchat, 
189
, 
190
, 
195–197
wider interests of, 
221
on YouTube, 
177–178
Instagram
avoiding hidden agendas on, 
165–166
behind-the-scenes moments on, 
167–169
choosing influencers on, 
159–160
content for, 
164–165
content leveraging with, 
131–132
Explore page of, 
156–158
gaining influence on, 
155–172
IGTV, 
172
importance of network in, 
158–159
influencing influencers on, 
161–162
instant-consumption format with, 
166–167
for local markets, 
169–171
observing other accounts on, 
167
power likes on, 
156–157
scaling by, 
125
Snapchat and, 
197
sponsored placements on, 
13
status on, 
156
using privacy settings on, 
162–164
Instagram Stories, 
168
, 
189
, 
192
, 
193
, 
195–198
iTunes, 
43
J
Jackson, Michael, 
108
Jarre, Jerome, 
191
Jashni, Jon, 
28
, 
85–86
, 
97
, 
109–110
, 
115–116
, 
150–151
Jay-Z, 
137
Jengo, 
161
, 
169–170

---

Jenner, Kylie, 
194
Jet Propulsion Laboratory (JPL), 
56–57
Jobs, Steve, 
224
job searches, 
202
Johnson, Dwayne “the Rock,” 
183–184
Jukin Media, 
81–82
, 
92–93
, 
133–134
, 
152
, 
175
Jurkovac, Mike, 
107–108
, 
137
K
Kahler, Taibi, 
65
Kardashian family, 
74
Khaled, DJ, 
77
Khoury, Mike, 
192–193
King, Jeff, 
19
, 
65–72
King Bach, 
191
Knowles, Harry, 
127
Koelker, Mike, 
107–108
Koppell, Jackie, 
173–174
, 
176
, 
178
, 
182
, 
184
L
Lakeshore Entertainment, 
127
Leitch, David, 
121
Levi Strauss & Co., 
107
LinkedIn, 
201–215
A/B testing with, 
211–213
advertising on, 
207–214
for business development and partnerships, 
202–204
expenses with, 
207–208
hypersegmenting audience on, 
211–213
impact of connection numbers on, 
206
lead-generating content for, 
204–206
Lionsgate, 
8
, 
192
Lipa, Dua, 
98
, 
106
, 
115
, 
128–129
load-to-value (LTV), 
36
look-alike audience, 
54–56

---

M
Maker Studios, 
83
, 
175–176
Malcolm, Shanna, 
177
market size, 
87
, 
148–149
Marvel, 
225
McMorris, Mark, 
128
Medina, Gabriel, 
143
, 
168
message, 
59–78
. 
see also
content
clarity of, 
116
in closing business, 
208
emotional response to, 
73–77
headline of, 
61–65
hook point in, 
60–62
on LinkedIn, 
211–212
and psychology of communication, 
65–70
reasons for sharing, 
2–3
relevance of, 
70–72
MGM, 
8
Moran, Rob, 
108–109
Morley, Nate, 
51
, 
219–221
Moskovitz, Dustin, 
12
MTV, 
29
, 
121
, 
125
MTV/Viacom, 
8
multichannel networks (MCNs), 
184–185
Murdoch, Rupert, 
142
musical.ly, 
196
Musk, Elon, 
12
Myspace, 
124–125
N
NASA, 
56
, 
65
National Geographic, 
166
Netflix, 
29
, 
43
, 
132–133
Nike, 
144
, 
219–220
9GAG, 
91–92
, 
164

---

O
Ochoa, Eric, 
186
Oh, David
on influencers, 
131
on Instagram influencers, 
159–160
on JPL hypertargeting, 
56–57
on paid media, 
27
, 
28
on relationship with audience, 
224
on targeting audience, 
47
, 
48
on testing, 
81
optin.tv
, 
16
P
paid media, 
13
, 
14
, 
27–31
. 
see also
advertising
Paramount Pictures, 
48–49
, 
88
, 
113–114
Paranoid Fan, 
146–147
Paranormal Activity
(movie), 
62
Parker, Sarah Jessica, 
162
partnerships. 
see
strategic alliances
Paul, Jake, 
222
Paxton, Bill, 
74
PepsiCo, 
29
, 
106
personal brands, 
149–151
, 
221–223
personality types, 
66–69
Phelps, Michael, 
183
Pinsky, David Drew (Dr. Drew), 
20
pivot phase, 
18
, 
21
, 
32
Pixar Animation Studios, 
65
Pizza Hut, 
106
pocket.watch, 
83
podcasts, 
19–21
Prince Ea, 
xi–xiii
on aiming for goals, 
218
content of, 
15
Facebook views of videos from, 
23

---

on message, 
116
on personal growth, 
218
service-oriented approach of, 
100–101
, 
104
on testing, 
82
on understanding yourself, 
219
privacy settings, on Instagram, 
162–164
Process Communication Model (PCM), 
65–72
production value, 
115–116
, 
192–193
psychology of communication, 
65–70
R
Ranta, Phil, 
151–152
, 
176–181
, 
183
, 
185
, 
221–222
relevance, 
63
, 
70–72
, 
105–107
retargeting, 
54
, 
213–214
return on investment (ROI), 
27–30
Rhett & Link, 
176–177
, 
222
Rihanna, 
8
, 
125–126
Ronaldo, Cristiano, 
110–111
Ryan ToysReview, 
183
, 
184
S
Samuel, Alexandra, 
22
scaling, 
23
, 
119
, 
138
, 
158
search-based tools, 
86–87
service orientation, 
100–102
sharable content, 
95–118
and asking people to share, 
113–114
authenticity for, 
108–109
clarity of message for, 
116
connecting with audience in, 
102–105
expanding content horizons for, 
111–113
generating followers with, 
24–25
key importance of, 
96–97
leads to sales and direct actions, 
97–100
on LinkedIn, 
205–206

---

mastering relevance for, 
105–107
playing into the unexpected for, 
109–111
and production value, 
115–116
revealing information quickly for, 
114–115
service orientation for, 
100–102
in targeting audiences, 
50–52
trusting your inner voice for, 
107–108
Shareability, 
30
Hyatt campaign, 
98
, 
106–107
, 
115
, 
128–129
Pizza Hut-Pepsi campaign, 
106
retargeting by, 
54
Ronaldo videos of, 
110–111
service-oriented approach of, 
102
sharable content created by, 
97–100
share groups, 
131–132
sharing messages, 
2–3
Shazam, 
123–124
, 
143
Skechers, 
13
Skogmo, Jonathan, 
81–82
, 
92–93
, 
152
, 
175
, 
227
Skrillex, 
77
Skype, 
148
Snapchat, 
189–199
authenticity on, 
191–193
content production and strategy for, 
190–191
decline in influencers on, 
195–197
for events coverage, 
193–194
getting discovered on, 
194
leveraging collaborations on, 
194–195
vertical videos for, 
197–198
Snowden, Edward, 
77
social currency, 
73–74
social listening, 
88–89
social media “experts,” 
14
social media presence, 
1–2
, 
10–12
Social Native, 
169
Speakr, 
130

---

Spelling, Tori, 
159–160
Spielberg, Steven, 
20
sponsored placements, on Instagram, 
13
Spotify, 
43
, 
149–150
Stanton, Brandon, 
77
Statham, Jason, 
8
, 
127
storytelling, 
109–110
strategic alliances, 
119–135
collaboration in, 
128–129
finding and connecting with partners, 
120–122
finding influencers for, 
130–131
gifting in, 
126
headlines created by, 
129–130
and leveraging other people’s content, 
132–134
number of, 
122
people with traffic in, 
127–138
with share and engagement groups, 
131–132
unique offerings in, 
123–126
writing featured articles in, 
126
on YouTube, 
176–178
Streep, Meryl, 
48
, 
49
Studio71, 
151
, 
172
, 
176
Stump, Adley, 
156–157
, 
161
superconnectors, 
120–121
SUPEReeeGo, 
186
Swift, Taylor, 
4–7
, 
120–121
, 
125–126
T
Taboo, 
137
tagging, in Instagram, 
163–164
taglines, 
62
. 
see also
headlines
Tarantino, Quentin, 
121
Target, 
221
targeting your audience, 
41–58
avoiding assumptions in, 
52–53

---

campaign objectives in, 
53–54
checklist for, 
44–49
in Facebook ads, 
35
granular targeting, 
42–44
hypertargeting, 
56–57
in less expensive markets first, 
141
look-alike audience in, 
54–56
retargeting, 
54
, 
213–214
with strategic alliances, 
120
using advocates in, 
49–52
Tasty, 
73
TechCrunch, 
92
Techstars, 
144
testing, 
14–16
, 
79–94
A/B, 
63–65
, 
211–213
to adapt to changing platforms, 
225–226
consumers point of view in, 
89–91
continuous, 
82–83
of Instagram networks, 
158
learning from, 
37–38
, 
82–83
leveraging community in, 
91–92
listening to audience in, 
85–86
pieces of creative per day for, 
83–85
search tools in, 
86–87
for shareability, 
106–107
social listening in, 
88–89
taking time in, 
92–93
of target audience, 
46–47
value of, 
80–82
test phase, 
18–20
, 
34–35
There’s Something About Mary
(movie), 
108–109
Thurman, Uma, 
121
Timberlake, Justin, 
2
Traackr, 
130
Transformers: Age of Extinction
 (movie), 
130
Trias, Jasmine, 
138

---

Trump, Donald, 
71
Trump, Melania, 
72
trust, 
217
Turner, Sophie, 
11
U
Uber, 
130
Under Armour, 
35
the unexpected, playing into, 
109–111
Universal, 
192
Usher, 
2
V
value
creating, 
97–98
, 
104
in LinkedIn ads, 
209–210
in LinkedIn connections, 
202–203
perceived, 
141
Vaynerchuk, Gary, 
20
vertical videos, 
192
, 
197–198
Vice
Magazine, 
8
Vine, 
196–197
viral content
Brownstein on, 
105
cost per share for, 
37
generating followers with, 
24–25
on Instagram, 
156
on LinkedIn, 
206
the unexpected in, 
111
on YouTube, 
182–184
, 
186
Vitaly, 
191
Vogels, Werner, 
12
W
Wade, Joivan

---

on brand building, 
225
content leveraging by, 
131–133
creative control by, 
223
Facebook connections of, 
122
on Instagram, 
157–159
, 
165
, 
167
on living your life, 
227
on Snapchat, 
193–194
on trustworthiness, 
217
on YouTube content, 
174
Wala, 
145–146
Warhol, Andy, 
165
Watson, Paul, 
84
Web Summit (Portugal), 
12
WhatsApp, 
139–140
Wilcox, AJ, 
201–202
, 
204–206
, 
208
, 
210–213
will.i.am, 
137
Williams, Chris, 
83
, 
175–176
, 
178
, 
183–184
, 
222
Winfrey, Oprah, 
20
World Surf League, 
54–56
, 
82
, 
111–113
, 
143
, 
167–168
, 
193