214 INDEX BRANDERATI: Coca-Cola: listening to customers, 131–133 data-optimization strategy of, #BestSummerMoment raw data analysis, 130–131 134–136 campaign of, 52 summary of, 133–136 Pinterest infographic from, 34, Diet Coke contest, 88 tracking data, 129–130 36–37 GIFs used by, 33 Content planning, 126, 144–146 on SlideShare, 116 humor used by, 157 Contests: Brands: image of, 17 for meme creation, 162 in Facebook News Feed, 12–13 shareworthiness of content on Pinterest, 66–67 Facebook Timeline for, 11–12 from, 51–52 on Twitter, 88 B2B companies: on Tumblr, 104 for user-generated content, 168, Pinterest contests for, 67 user-generated content for, 174 SlideShare presentations for, 167 on Vine, 109, 110 112–113 visual content from, 18 Converse, 109 visual content from, 19–20 Cole, Kenneth, 192 Crazes, responding to, 190 Burberry: Collages (see Photo collages) Creativity, 186 Art of the Trench Tumblr and Color: Criticism, responding to, 189 website, 95 for infographics, 166 CRM (social customer relationship on Instagram, 93, 95 in photos, 149 a management), 184 user-generated content for, 167 Comments, responding to, 189 Crowdsourcing, 156 Burnham, Jennifer, 114, 116 Communication: Cultural identity, 17 BuzzFeed, 33 history of, 16–17 Customer service team, 145–146 Byrne, David, 24 nonverbal, 16 Customer-brand relationship through visuals, 14–18 model, 26 C Competitive differentiation, Customers, listening to, 131–133 promoting, 153 Cyber Grand Prix awards, 178 Cadbury, 121–122 Content: Cairo uprisings, 192 developing (see Strategic road D Calgary Zoo annual report, 8 map) Call to action, 169 frequency of, 141–143 The Daily Show, 90 Cannes International Festival of as hook for action/engagement, Daily Twist campaign (Oreo), 51, Creativity, 178 10 177–178 Captions, 27, 44 importance of, 7 Data: Cards in the Post, 157 personalization across for infographics, 166 Cartoons, 29–33, 45 platforms, 48 making use of, 178, 179 Cat memes, 28–29 shelf life of, 142–143 optimization of, 133–134 Charity:Water, 96 themes of, 143 raw data analysis, 130–131 Cinemagram, 164 user-generated (see User- for real-time marketing, 184 Circles (Google+), 118, 120, 123 generated content [UGC]) tracking, 129–130 Cisco social media command value-added, 161–162 Dawkins, Richard, 28 center, 186 visual (see Visual content/ Daykin, Jerry, 122 Clark, Wendy, 51 visuals) Decision making: Coach: Content audit and analysis, 128– restructuring, 187 shoe photo campaign of, 18–19 136 strategic, 184 user-generated content for, 167 evaluating current efforts, 129 Delicious, 9