INDEX 219 Real-time buying (RTB), 184 S frequency of postings to, Real-time content marketing, 184 Salesforce.com, 114, 116 141–143 Real-time marketing (RTM), Same-sex marriage tweets, 188 listening to customer 177–194 Schafer, Ian, 187 conversations on, 131–133 agility for, 191–192 Schierholz, Stephanie, 113 reach of, 8 examples of, 188–190 Seasonal postcards/e-cards, 158 senior executives’ use of, 187 failures of, 192–193 Seen, 99, 171 (See also individual social by Oreo, 177–178 Selfies: networks, e.g.: Pinterest) in planned media campaigns, 186 defined, 18 Social media command centers, preparation for, 187–188, of shoes, 18–19 186 190–193 The Selfish Gene (Richard The Social Media News Daily, rise of, 181–185 Dawkins), 28 40–41 by Smart Car, 180–181 Sephora: Social media platforms: supporting, 193 as FeedMagnet client, 171 content themes on, 143 types of, 183, 184 Pinterest followers of, 8, 57 early engagement with, 9–10 and wider brand marketing ShareRoot, 34, 36–37 image sizes by platform, 150– strategies, 186–187 Shareworthiness: 151 Real-time social response, 177 of postcards/e-cards, 158 popularity of, 14–15 RebelMouse, 41 of visual storytelling, 51–52 potential of, 195 Recognition, of user-generated Shelf life (of content), 142–143 proliferation of, 14 content, 169–170 Shoshana, Ylanda, 119 rise of, 7 Red Bull, 96, 153 #ShowYourHeart (Coca-Cola), 88 shelf life of content on, 142–143 REI, 74–75 Silbermann, Ben, 57 (See also individual platforms) Relevance, 186, 187 SimpleLeap Software, 119–120 Social revolution, 184–185 Reminder postcards/e-cards, 158 Slagen, Dan, 84 Social Sales Revolution (salesforce. Resolution, photo, 148 SlideShare, 5, 39, 40, 111–117 com), 116 Responsiveness, 179 Achievers on, 114 Solis, Brian, 18, 136 Rewards: BRANDERATI on, 116 Sony: postcards/e-cards as, 158 engaging on, 115 Harlem Shake video of, 90 for user-generated content, facts and figures about, 112 as Olapic client, 171 168–170 NASA Universe on, 113 Spurs (basketball team), 135–136 Richard the Cat campaign (Home Pfizer on, 113–114 Stats, images with, 27, 44, 153, Depot), 28–29, 161 rise of, 14 156–157 Richardson, Nancy, 50 Salesforce.com on, 114, 116 Story, 51 Ripples (Google+), 118, 123 Smart Car, 180–181 Storyboard, for infographics, 166 Road map (see Strategic road map) SnapShot Postcard, 157 Strategic business decisions, 184 Roam, Dan, 16–17 Social customer relationship a Strategic road map, 125–176 Rolling Stone, 105 management (CRM), 184 auditing and analyzing, Rowling, J.K., ix Social listening, 48–49, 132–133, 128–136 RTB (real-time buying), 184 178, 179 content planning, 144–146 RTM (see Real-time marketing) Social media, 4–5 crafting/sourcing visuals, Rule of thirds (photos), 148 amplifying engagement with, 147–159 Running on #IceDD contest 7 determining visual content mix, (Dunkin’ Donuts), 110 evolution of, 5 140–143