Break Through the Noise Read online

  Cheerios, 47

  Chewbacca masked woman, 7–8

  Chiat/Day, 71

  Chicago Bulls, 59

  Clark, Ray, 59

  Clarke, Arthur C., 138

  Clarke, Malcolm, 77

  CNN, 108, 211–12

  Coca-Cola, 4, 54, 80

  the real thing, 79

  comedy, short-form, 15

  Comedy Central, 130

  Contagious. See Shareability

  content, popular types

  adorable babies, 12, 27

  athletic content, 27

  comedy videos, 15

  educational content, 17–18

  Good Samaritan, 18–19

  inspirational Videos, 16

  internet candy, 27

  music videos, 10

  prank videos, 14–15

  shock and awe, 12–13

  contrary approach

  accept and move on, 133–35

  playing against type, 130–32

  Super Bowl ads, 121–24

  See also FedEx; Old Milwaukee

  Converge, 59

  Cricket Wireless, 114

  Make a Deal, 193–94

  PhotoMombing, 55–56, 113–14

  Something to Smile About, 55

  Something to Smile About Again, 56

  Unexpected John Cena IRL (In Real Life), 38–40, 43, 56

  Cruise, Tom, 60

  Cyrus, Miley, 59

  D

  Dailymotion, 95

  Dark Angel, 74

  dark post, 202

  DeGeneres, Ellen, 112

  Devinsupertramp, 30–31, 93

  DiCaprio, Leonardo, 22, 60

  Digiday, 186

  DiGiorno, International Women’s Day, 117–18

  digital revolution, 209–10, 215

  Disney World, 103

  Dollar Shave Club, 209, 215

  E

  Einstein, Albert, 37

  Ellen, 113

  emotions. See shareability, emotions

  Engagement Rate, 51, 53–54, 166, 196–97

  median rate, 54

  Evans, Chris, 60

  F

  Facebook, 140–43, 198, 215

  algorithm of, 159–60, 165–66, 170

  audience-gathering mechanism, 140

  computer-generated personality profile, 52

  dark posts on, 202

  Facebook stories, 179–80

  feed-based system, 161, 167, 169–70

  filtering, 7

  Jay Shetty, 63–64

  listening tool, 107

  live-streaming video, 8

  mobile phone views, 172–74

  neutral third-person voice, 189

  openings, importance of, 171

  relevancy score, 206

  shareability, 58

  social media platform, vii, ix, 4–5

  social media stars, 61, 63

  sound or subtitles, 171–72, 186

  town square comparison, 159

  value per share, 9

  Facebook Marketplace, 159

  Facebook Messenger, 159, 180

  Facebook videos

  boring J.Crew video, 24

  Hurricane Harvey Restoration Project, 19

  The People vs. the School System, 18, 36–37, 97–98

  PhotoMombing, 56, 113–14

  Facebook Watch, 159

  Fallon, Jimmy, Lip Sync Battles, 15

  Fantastic Four, 74

  FedEx, 122, 181

  Ferrell, Will, 122–23

  50 Cent, 59

  Fifty Shades of Black, 15

  FitTea, Purge, The, 200–201

  Forbes, 67

  Ford Motor Company, 54, 205

  Mustang ad, 162

  Foxx, Jamie, 59

  Freshpet

  The Apparently Kid, 89, 111–13

  Freshpet Holiday Feast, 24–27

  Friends, 51

  Frink, John, 148–50

  funnel marketing

  reverse funnel, 167–69

  social media funnel, 163–64

  traditional funnel, 162–63

  Fuqua, Antoine, 76

  Furious Pete, 143

  G

  Gangnam Style, 11

  Gavigan, Christopher, 74

  General Mills, 4, 46

  Gertler, Andrew, 138

  Gizmodo, 95

  Goldsmiths, University of London, 33

  Good Morning America, 95

  Google, vii, 145, 147

  Gospel of Poppy, The (Pereira), 130

  Green Bay Packers, 59

  Groundlings, 15

  H

  Hanks, Tom, 60

  Happy Socks, Snowboarding In The Clouds, 93, 95, 99, 193

  Hart, Kevin, 15

  HBO, 47, 50

  headlines

  attention-grabbing, 85

  climax, give up the goat, 100–102

  journalist, notice by, 89–90

  newspaper use, 83–84

  understanding how to craft, 95–97, 99

  headlines, videos

  Baby Olympics, 87–88

  Get It Factor, 85–86, 88

  I Just Sued the School System!!!, 97–98

  It’s not Peter Parker, it’s Peter Parkour, 92, 97

  Snowboarding In The Clouds, 93–95, 99

  Healthy Child Healthy World (Gavigan), 74

  Heineken, 35

  Worlds Apart campaign, 33–34

  Hemsworth, Chris, 60

  Hendren, Jon, 133

  Herz-Sommer, Alice, 77–78

  Hiddleston, Tom, 60

  Hitchhiker’s Guide to the Galaxy, The (Adams), 138

  Home Depot, 49, 151–53

  Honda, 54, 85

  Honest Company, The, 74

  House of Lies, 15

  Huffington, Ariana, 64

  Huffington Post, 25, 64, 90

  Hulu, 4

  Hulu Plus, 50

  Humane Society, 25

  Human Library, The, library comparison, 35

  Hyatt Hotels, viii, 210

  Confidante Miami Beach, 210

  Hyatt Unbound Collection, 210–11

  Hyundai, 19

  I

  iJustine, 128

  Instagram, 181, 198, 214–15

  algorithm and rules of, 159, 175

  art gallery, 174, 176

  building followers, 177–78

  hashtags, 179

  Instagram stories, 179–80

  listening tool, 107

  segmentation and targeting, 163

  Snapchat competition, 176, 179

  social platform, vii, 138

  superheroes, 15, 61

  uniqueness of, 142–43

  visual storytelling, 175

  International Creative Management (ICM), 76–77

  International Olympic Committee, 27

  International Women’s Day, 115, 117

  internet era, early years, 5, 48

  Island Records, 130, 138

  iTunes, 138

  J

  Jay-Z, 22

  J.Crew, boring J.Crew video, 23–24

  Jenner, Kendall, 79–80

  Jobs, Steve, 17, 70–71

  Johnson, Dwayne, 61

  K

  Kardashian, Kim, 61

  Kardashians, 59

  Kentucky Fried Chicken, International Women’s Day, 117

  Kimmel, Jimmy

  Celebrities Read Mean Tweets, 15

  Halloween candy prank, 14

  King, Martin Luther, Jr., 17

  Kodiak, Alaska, 134

  L

  Lady in Number Six, The, Documentary Oscar, 77–78

  Late Late Show, The, 8

  Lerner, Nathan, 116

  Like It GRL, 203

  LinkedIn, 182

  Lipa, Dua, New Rules video, 210–11

  Lone Ranger, The, 46

  Lord of the Rings, 32

  L’Oreal, Because You’re Worth It, 69–70

  M

  Macerich, King’s Plaza Shopping Center, 204<
br />
  Manwaring, Cameron, 30, 93

  Marjory Stoneman Douglas High School, 41

  Marketing Arm, The, 59

  Mashable, 25, 90, 93

  Massachusetts Institute of Technology (MIT), 139

  Mazuca, Patrick, 144–45

  McDonald’s, International Women’s Day, 115–17

  memes and meme sites

  celebrity’s nose, 108

  definition of, 191

  Fuck Jerry, 118

  meme box, 191–92

  selfie-sticks, 103

  Unexpected John Cena IRL (In Real Life), 38–39, 109

  Mendes, Shawn, 60, 137–38

  metadata, 154–55

  description, video, 156–57

  headlines, 155–58

  tags, 157–58

  thumbnail, 156

  millennials, 4, 6, 24, 63, 80–81, 146

  Momentum, 116

  Moneymaker, Chris, 59

  MontMarteArt, 149–50

  Morgan, Peter, 76

  MTV, 11

  music video, 10–11, 210

  Make a Deal, 193–94

  N

  Neste, 18, 36

  Netflix, 50, 209

  New York Post, 83–84

  New York Times, 83

  Nielsen Holdings Company, 51

  Nike, 131, 166

  Just Do It! 69

  North Platte, Nebraska, 123

  O

  Obama, Barack, 12, 211–12

  Old Milwaukee, 122–24

  Olympic Channel, Baby Olympics, 27–28, 86–88

  Olympic Games, viii, 13, 27, 86–87

  Oscars, Academy Awards, 77

  P

  packaging and positioning, 73, 85, 186, 194

  Pansino, Rosanna, 128

  Park Jae-sang (rapper Psy), 11–12

  Patagonia, 78–79

  PeaceOnEarth123, Free Hugs Campaign, 19

  People, 109

  Pepsi, viii, 2, 79, 166

  The Dangers of Selfie Stick Abuse, 89, 105–6

  Join the Conversation, 80

  Pereira, Moriah (Poppy), 128–30

  Poppy Eats Cotton Candy, 129

  Pets Add Life, Attention All Humans!!! | Stop Pet Shaming, 124–27

  Pine, Chris, 60

  Pinterest, 9

  Pippen, Scottie, 59

  Pitbull, 133

  Pizza Hut, The Dangers of Selfie Stick Abuse, 89, 103–6

  Poppy. See Pereira, Moriah (Poppy)

  poster frame, 36

  Pratt, Chris, 60

  pre-internet era

  achieving celebrity, 62

  See also advertising, traditional

  Prince Ea. See Williams, Richard (Prince Ea)

  R

  reality television, 101

  Red Bull, 13, 29, 143

  Reddit, 79, 142

  brand friendly, 183

  trending topics, 108

  Unexpected John Cena IRL (In Real Life), 109

  Reed, Nick, 76–77, 112, 141, 209

  riding the wave, popular trends

  authenticity and style, 115–19

  identifying trends, 104–10

  selfie sticks, 103–6

  social listening tools, 107–8

  speed in utilizing, 110–14

  See also BuzzFeed; Reddit; Twitter

  Ritter, Noah, 110–13

  Roach, Jay, 76

  Robbins, Tony, 63

  ROC, 1, 132

  Rolling Stone, 137

  Ronaldo, Cristiano (CR7), 1, 130–32

  on Instagram, 177–78

  “Ronaldo in Disguise,” 2

  S

  SAGE, 211, 214

  Samsung, 2

  Sanders, Claudia, 117

  Sandlin, Destin, 17–18

  Saturday Night Live, 60

  Scholfield, Henry, 210

  Seinfeld, 118

  Shalvis, Ronnie, 91–92

  Shareability, viii, 172

  accepting change, 215

  Contagious, original name, 57–58

  current projects, 214–15

  definition and philosophy, 58–59

  emotions in videos, 44

  Facebook data use, 52

  finding your passion, 76–77

  give up the goat, 99–100

  Good Samaritan content, 19

  headlines, importance, 83

  median Engagement Rate, 54

  new brand launches, 211

  Nine Rules of Shareability, x

  packaging and positioning, 73

  personal endorsement, 22

  social listening tools, 107–8

  testing principles, 205

  understanding your brand, 78

  viral video publicity, 89

  shareability, concept of

  definition, 2–3

  digital walls, 22–23, 25

  goal of, 10

  high value content, 8–9, 20

  motivation, 21–23

  See also Gangnam Style

  shareability, emotions

  anger, 40–41

  awe, 29–33

  brand sentiment, 28

  curiosity, 35–37

  curiosity, definition, 35–36

  empathy, 33–35

  empathy, definition, 33

  and “Get It” Factor, 88

  happiness, 26–29, 55

  People Are Awesome, 31–32

  sadness, 41

  surprise, 38–40, 43–44

  Shareability Matrix, 188

  Shareability Social Editorial, 188

  neutral third-person past-tense voice, 188

  Shareability Vertical, 172–73

  Shareability videos

  Baby Olympics, 27–28, 87–88

  Devinsupertramp, 30

  Freshpet Holiday Feast, 24–25, 27

  Hurricane Harvey Restoration Project, 19, 202

  The People vs. the School System, 18

  ROC video, 1–2

  Snowboarding In The Clouds, 93

  Sheets Energy Strips, 133

  Shetty, Jay, 63–64, 66, 143, 197, 215

  inspirational videos, 64

  use of meme boxes, 192

  Sick Puppies, 19

  Sin City, 74

  Sinclair, Titanic, 129

  Sinek, Simon, 16–17

  Singh, Lilly, 66

  A Geography Class for Racist People, 66–67

  UNICEF Goodwill Ambassador, 67

  smartphones, 4, 6

  Snapchat, 4, 73

  direct messaging, 180

  Instagram competition, 176, 179

  uniqueness of, 142–43

  social media star, 62–63

  social platforms, 4–5

  auction-based pricing, 205–7

  direct messaging, 180–81

  individualized strategy, 142–43

  non-branding platforms, 182–83

  segmentation and targeting, 165–66, 203

  sharing within, 9

  smartphone role, 4

  understanding, ix, 139, 144, 181

  understanding people and, vii

  uniqueness of, 141–42

  users and, 140

  See also Facebook; Instagram; Twitter; YouTube

  Something Awful, 134

  Sony Studios, Spider-Man 2, 90–92, 97

  Spike TV, 16

  sports, extreme, Felix Baumgartner’s supersonic freefall, 13

  Stanford University, 52

  Stanley, T. L., 93

  Stevens, Michael, 17

  Super Bowl, 13, 121–22, 124, 132, 162, 164

  Super Tease, 101

  Swift, Taylor, 138

  T

  Taco Bell, 80, 205

  Taco Emoji Engine, 81

  TaxAct, 153, 168–69

  Tebele, Elliot, 118

  TED Talks, 16

  How Great Leaders Inspire Action, 17

  testing principles

  audience segmentation and targeting, 203–4

  backwards test, 196–98

&nbs
p; competitor analysis, 198–99

  cost of testing, 204–5

  dark post, 202

  first seven seconds, 192–95

  real audience for your content, 200–202