220 INDEX Strategic road map, continued Tiffany, 93 same-sex marriage tweets on, distribution and engagement Time zones, 142 188 strategy in, 146–147 Timing: searching for your company on, GIFs, 163–165 in real-time marketing, 188 132 goal setting, 126–128 of Tumbler posts, 105 shelf life on, 143 infographics, 165– 167 Tolkien, J.R.R., ix unique features of, 91 measurement, 175–176 Tongal, 35, 174 Vine owned by, 107 memes, 159–163 TopShop AW13 fashion show, 38 visuals on, 87 shaping your visual story, Tracking data, 129–130 Volkswagen Brazil on, 88 136–140 Trending topics: Twitter cards, 87–88 user-generated content, aligning marketing with, 184 Typography, for infographics, 166 167–171 real-time marketing related to, videos, 172–175 188 U Suggestions, responding to, 189 Trinidad, Jay, 47 Super Bowl XLVII blackout, TripAdvisor, 25 UGC (see User-generated content) 181–182, 190–191 Trust, generating, 49–50 Unexpected, planning for, #TheSweatLife campaign Tumblr, 101–107 144–146 (Lululemon), 50 Adidas on, 106 Urban Outfitters, 109 SweetShot Photography, 110 aSociete.com on, 101 U.S. Army, 58 Symbols: BBC America on, 106 Usefulness of visual storytelling, and cultural identity, 17 Coca-Cola on, 33, 104 48–49 images as, 18 engaging on, 105 User-generated content (UGC): facts and figures about, 102 collecting, 171 T FORM Pilates on, 103 images, 27, 44 IBM as content curator on, 104 sharing, 41–42, 168–170 Tactics, without strategy, 126 MeebleMail on, 102–103 sourcing, 168–170 Tan, Garry, 102 memes on, 161 spotlighting, 50 Target, 74 searching for your company on, strategic road map for, 167–171 Team, for rapid response to the 132 for Target, 74 unexpected, 144–146 World Bank on, 104 video, 174 Tesco, 192 Tune Challenge (Glenisk), 82 Text, for infographics, 166 Twitter, 85–91 V Text overlays, images with, 27, 44, Benefit Cosmetics’ use of, 1–2 154–157 calculating engagement rate on, Value-added content, 161–162 Themes, 136–140 130 Videos, 34–35, 38, 46 of customer conversations, 139 engaging on, 89 common types of, 172, 175 of GIFs, 163–165 evolution of, 4 incorporating, 173–174 ranking/allocating, 143 facts and figures about, 86 in real-time marketing, 187 that support goals, 137–138 image sizes for, 151 strategic road map for, 172–175 of user-generated content, 168 Intel on, 90–91 Vine, 5, 107–111 Think Like Zuck (Ekaterina Lenovo on, 90–91 Dunkin’ Donuts’ use of, 110–111 Walter), 39, 113 prescheduled tweets on, 192 engagement with, 92, 109 Threadless, 171 RadioShack on, 90 facts and figures about, 108 TicTac, 171 rise of, 14 MailChimp’s use of, 108