Break Through the Noise Page 21
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