INDEX 215 Dell social media command center, calculating, 130 EdgeRank, 13, 78 186 data-optimized strategy for, engaging on, 81 Dickson, Tom, 75–76 133–135 evolution of, 10–13 Diet Coke contest, 88 with DIRECTV, 134–135 facts and figures about, 79 Digital magazines, 42 with early social media Ford Fiesta campaign on, 96, 98 Digitas, 59 platforms, 9–10 Harlem Globetrotters on, 82–83 Diptic, 152 on Facebook, 12, 13 HubSpot on, 83–84 DIRECTV content strategy, and frequency of posting, Hyatt House on, 157 134–135 141–142 image sizes for, 150 Disclosure, for user-generated from living in the moment, infographics for, 166 content, 169 52–53 Instagram acquired by, 7 Distribution strategy: as new gold standard, 8 Intel on, 84–85 in strategic road map, 146–147 strategy for, 146–147 link from Instagram to, 96 for videos, 174 through conversations, 56 Mini-Feed, 10, 11 Dodge Ram, 171 Enthusiasm, 126 Moleskine on, 80–82 Dollar Shave Club, 72 Entrepreneurs Can Change the NBA albums on, 135–136 Dos Equis, 162 World video (Grasshopper), News Feed, 4, 10–13, 78 Dove Real Beauty Sketches, 38 173 Oreo Daily Twist campaign Drawings, 25–26, 44 Epicurious, 192 views on, 178 Dubin, Michael, 72 ESPN, 171 photos posted to, 52 Duck Dynasty, 134–135 Evaluating current efforts, 129 searching for your company on, Duncan, Melanie, 65–66 Evans, Liana, 126 132 Dunkin’ Donuts: Events: Sephora followers on, 8 on Instagram, 99–100 on Google+, 123 shelf life on, 143 Monday Night Countdown real-time marketing related to, Timeline, 11–12 Vines, 110–111 188, 189, 192 Facial expressions, 15 Monday Night Football, 111 Every Mat Has a Story to Tell video Fans, content created by, 147 (See Running on #IceDD contest, 110 (Lululemon), 95–95 also User-generated content Dynamic creative optimization, Evian: [UGC]) 184 Baby and Me video of, 71 Farmers Insurance, 171 dancing babies of, 173 FeedMagnet, 171 E Feelings, from visual content, F 15–16 Easel.ly, 165 Festivals, real-time marketing E-cards, 27, 45, 157–159 Facebook, 14, 77–85 related to, 189 EdgeRank (Facebook), 13, 78 brand page design on, 80 Fiesta campaign (Ford), 96, 98–99 Eliason, Frank, 34 brands on, 11–13 Filtering tools, 13, 14 Emailvision, 67 calculating engagement rate on, of Facebook, 78 EMarketer, 182, 183 130 of Instagram, 95 Emotions: company guides from, 78 Filters (for photos), 149 from photos, 149 content calendar on, 140 Fishburne, Tom, 30, 31, 33 from visual content, 15–16 content filtering by, 78 Five L’s of customer’s journey, Engagement: DIRECTV game on, 135 25–26 amplifying, 7 early opportunities on, 9 Flickr, 9