Activism, 129
Activity metrics, 134
Ad Council, 234
Addvocate, 134
Adobe Connect Pro, 27
Advertising strategies, 268
Advisory, 119–120
Advocate potential, audits of, 131–132
A-D-V-O-C-A-T-E-S
employee, evangelizing with, xxv, 124–136
AFLAC, 66
Aguilera, Christina, 95–96
Allstate, 66
Amazon, 96
Ambassadors, oversight of, 128
“America is Beautiful,” 87
American Cancer Society, 97
American Express, 230
“My Offers” program, 259
Open Forum, 4
American Society of Landscape Architects, 242
Animated stories, entertaining audiences with, 86–87
Antavo, 229
Anxiety relief, sentimental humor based on, 83–84
CarPlay, 47
Passbook, 258
Appshaker, 62
Astonishment, 94–95
AT&T, 83
Atmosphere, exciting and encouraging, 134–135
Atomizing, for R-E-I-M-A-G-I-N-E-D content, 207–210
Attentive learning, engaging content for, 45–49
audience involvement, getting, 48–49
communication modes of, 45–48
content entertaining, making, 49
Audacity, 20
Audience(s)
convenience, deliverable content for, 49–50
development
media coverage strategies for, 180–183
social advertising strategies for, 176–179
thought leadership strategies for, 174–176
entertaining, 66–87
inspiring, 65–66
involvement, getting, 48–49
life choices, affirmative value of, 99
needs, relevance to, 99–100
niched, 109–110
story, language of, 101
into wiser people, transforming, 102
Authentication through research, 147
Authentic dialogues, sparking, 231–232
Authoritative reports, 39–40
Authority within concentrated community, influence of, 142
Awkwardness, 77–79
Axe, 82
Baby boomers, 74
Back to the Start, 90
Bahen & Co., 96
Bailey, George, 64
Banco Sabadell, 62
Barr, Roseanne, 71
Behind the scenes showings, 23
Belongingness atmosphere, creating, 234–235
BERNAS, 95
Better deals, showrooming for, 254
Bezos, Jeff, 55
Black Milk, 219
optimizing, 112–113
posts around keyword strategy, optimizing, 195–199
page optimization, 197–199
popularity and competitiveness of terms, 196
primary and latent semantic content, selecting, 197
relevance of terms, 196–197
topic titles selection for, 194–195
video, 28
Blum, Jenna, 102
BoFu (bottom-of-the-funnel) content, 12, 20, 259, 260, 261, 262
Bold change, surprising audiences with, 61–63
Brand ambassadors to R-E-S-O-N-A-T-E, empowering, xxvii, 215–225
act on your behalf, 222–223
ambassadors, role of, 216–217
embrace the story, 219–220
enlisting others, 223
motivation, 224–225
negative sentiment, neutralizing, 221–222
offer insights, 221
rally around your mission, 218–219
sharing content, 220–221
storytelling, 217
tap into their communities, 223
Brand connection, familiar story arc and, 100–101
Branded content tools and apps, 41
Brand engagement strategies, 267–268
Branderati, 225
Brand relationships, scaling of, 130
Branson, Richard, 64
Brito, Michael, 225
“Brotherhood Pilot,” 91–92
Budget planners, 14
Budweiser, 97
911 tribute, 87
Bullock, Sandra, 261
Business Insider, 201
Business insights, 15–16
Calls to action (CTA), 120
Campaign objectives, setting, 249
Canva, 174
Case studies. See Customer success stories
Caterpillar, 86
Charity: Water, 94
Charmin, 268
Checklists, 14
Cheddar, Nolan, 70
Chernov, Joe, 216
Chevy, 97
Chipotle, 63, 92, 98, 101, 205
Back to the Start, 90
The Scarecrow, 90
Chivas
“Brotherhood Pilot,” 91–92
Chobani, 96
CircleCount.com, 167
Clarke, Brian, xxi
Click-through links, 24–25
Clorox, 268
Closet bound, 11
Coaches, 133
Coca Cola, 86, 205, 218, 219, 220
“America is Beautiful,” 87
trivia questions, 237
Cohosted talk show, 19
Collier, Mack, 128
Columbia, 268
“Comedians in Cars Getting Coffee,” 91
Comic wit, humor using, 67–73
Communication
modes of, 45–48
trusted, 129
Consumption routines, timely content around, 6–8
Content creation, 128–129
Content discovery platforms, 189–190
Content entertaining, making, 49
Content strategies, 267
Content syndication
own posting outweighed by, 190
platforms, 189–190
timing and place of, 190–192
Content topics selection, 193–194
Contests for followers and engagement, developing, 228–231
Context-based marketing, 258
C-O-N-V-E-R-S-A-T-I-O-N, engage communities through, xxvii, 227–242
contests for followers and engagement, developing, 228–231
engaging discussions, creating, 231–235
engaging in interactive activities, 235–242
Convince & Convert, 135
Cool, Joe, 74
Cross-platform, 113–114
Customer stories, sharing, 236
Customer success stories, 29–31
Customer testimonials, 24
Dachis Group, 135
Davidson, Harley, 80
“The Day,” 91
Decision aids, 16
Decision tools, useful content for, 11–42
Deliverable content, for audience convenience, 49–50
Demos, 23
Deprived athlete, 11
Dickens, Charles, 3
Dickson, Tom, 67
Diet Coke, 82
Digestible, 111
Digg, 189
Dirt Devil, 84
Discussion forums, 15
Disney, 63
Disqus, 203
Documented social-media policy, 132
Dodge, 72
Dollar Shave Club, 96
Real Beauty Sketches, 91
Dropbox, 261
Drummond, Ladd, 89
Duncan, Henry, 64
DuPont, 94
DynamicSignal, 134
Easy engagement to start the process, 147
e-Books, 35–38
E-mail engagement, xxviii, 245–249
Emerick, Susan, 131
Emotional content to inspire action, 101
Empathy, 5
humanizing brands with, 63–65
Employee advocacy program, leading, 130–136
activity metrics, 134
advocate potential, audits of, 131–132
atmosphere, exciting and encouraging, 134–135
coaches, 133
documented social-media policy, 132
onboarding, 133
social-media culture, 135–136
tools and platforms, 134
value understanding, 132–133
Employee A-D-V-O-C-A-T-E-S, evangelizing with, xxv, 124–136
activism, 129
ambassadors, oversight of, 128
brand relationships, scaling of, 130
content creation, 128–129
employee advocacy program, leading, 130–136
engagement, 129–130
persona accounts, amplification of, 126
real-time problem solving, voices for, 127–128
relevant brand experiences, delivery of, 127
trusted communication, 129
Encouragement, 97
Endorsement credibility, 141–142
e-Newsletters, 38–39
Engagement, 129–130
Engaging discussions, creating, 231–235
belongingness and exclusivity atmosphere, creating, 234–235
capitalizing on visual storytelling, 233–234
dealing with negative commentary, 232–233
open and authentic dialogues, sparking, 231–232
relationships with responsiveness, maintaining, 235
Entertainment, emotionalizing content with, xxiv
Episodes, for story buildup, 99
Esquire TV
“Brotherhood Pilot,” 91–92
Ethos (credibility), xxi
Evergreen content, 110–111
Everybody Loves Raymond, 77
EveryoneSocial, 134
Exaggeration, 67–69
Exclusivity atmosphere, creating, 234–235
Exhilaration, 94
Expert interviews, 15
Explainer videos, 23–26
Eye-catching title, 116
App Contest, 229
groups, participating in, 240
Oculus Rift, 270
understanding and attracting fans on, 160–162
Fact sheets, 16
Familiar story arc, and brand connection, 100–101
“Farmed and Dangerous,” 91, 98
FedEx, 77
Feeling savvy, 96
Fill-in-blanks, 236–237
Flimp Media, 25
Focused community, topical relevance of influencers to, 140–141
F-O-C-U-S-E-D readership, xxiv, 111–117
cross-platform, 113–114
documented, 117
eye-catching title, 116
frequent postings, 112
optimized, 112–113
shareable, 115–116
unique, 114–115
Fortune, 135
Foursquare, 258
Frame-of-mind connections, escorting prospects with, xxiii, 55–58
Franklyn, Aretha, 71
Freemiums, 16
benefits of, 262–263
disadvantages of, 263
trial users with, enrolling, xxix, 261–263
Frequently asked questions (FAQs), 16, 20, 24, 25
Frequent postings, 112
GaggleAMP, 134
Gallup, 134–135
Gamification, playful content through, 85–86
GarageBand, 21
Garst, Kim, 172
Geico, 66, 70, 71, 74, 77, 80, 99
Generosity, 102–103
Geo-fencing, 258–260
Glenlivet’s Brand Story, 90
“The Goal,” 90
Goldratt, Eliyahu, 90
“Gonna Fly Now,” 87
AdWords Keyword Planner, 195
Glasses, 270
Google Drive, 35
Google Trends, 194
Hummingbird algorithm, 270
Google+
communities, participating in, 240
understanding and adding circles, 24, 95, 165–167
Google Chrome: Dear Sophie, 91
GoPro, 94
GoTo Webinar, 27
Grey Goose, 63
Haiku Deck, 174
“Haka War Dance,” 87
H&R Block, 220
Hangouts on-air (HOA), 27, 28–29, 166
Harrison, Amy, xxi
Harrison, Scott, 94
Hazlett Group, 46
HBO, 202
H-E-A-R-T-F-E-L-T
elements for story design, using, 98–102
emotions, discovering, 93–97
impacts, creating narratives with, 89–93
Help a Reporter Out (HARO), 181
Heroes, 98
Hickman, Greg, 256
Hiut Denim, 97
Home Owner Association (HOA), 6, 7
The Honeymooners, 79–80
Hoovers, 261
Hosting venues to showcase expertise, 175–176
Hub of important conversations, 143
Humanitarian acts, 93–94
Hummingbird algorithm, 113, 195, 270, 273
Humor
entertaining audiences with, 66–85
sentimental, 82–84
with social-order deviancy, 81–82
with unruliness, 79–80
using awkwardness, 77–79
using comic wit, 67–73
using malicious joy, 75–77
using putdowns, 74–75
Hyatt, Michael, 122
Ice breakers, 237
IKEA, 79
“I Love Lucy,” 75
Image-intensive content, 121
Imagery, heightened emotions with, 88
Imedia Connection, 46
Immersive experiences, playful content through, 86–87
Inbound marketing, xxii–xxix
brand ambassadors to R-E-S-O-N-A-T-E, empowering, xxvii, 215–225
comparison with outbound marketing, 57
C-O-N-V-E-R-S-A-T-I-O-N, engage communities through, xxvii, 227–242
earning readership with content mastery, xxiv, 107–123
e-mail engagement, xxviii, 245–249
employee A-D-V-O-C-A-T-E-S, evangelizing with, xxv, 124–136
entertainment, emotionalizing content with, xxiv
frame-of-mind connections, escorting prospects through, xxiii, 55–58
inspiration, emotionalizing content with, xxiv
mobile C-U-S-T-O-M-E-R experiences, enabling, xxviii, 251–260
O-U-T-R-E-A-C-H, enchanting influencers through, xxv–xxvi, 137–154
proprietary audiences, perpetuating, xxviii, 245–249
R-U-N-L-A-P-S, exposing content and, xxvi, 185–212
S-T-A-M-P, enlisting followers with, xxvi, 155–184
trial users with freemiums, enrolling, xxix, 261–263
T-R-U-S-T-E-D content, educating targets with, xxiii, 3–53
visuals, emotionalizing content with, xxiv
Indium Corporation, 12
Influencer bonding, opportunities for, 145–146
Influitive, 225
Infrastructure predictions, 269–271
Innocence, sentimental humor based on, 83
Inspiration, emotionalizing content with, xxiv
understanding and attracting followers on, 170–172
Instructional aids, 14
Intelligence, 23
Interactive activities, engaging in, 235–242
ask questions or fill-in-blanks, 236–237
customer stories, sharing, 236
interactive infographics, designing, 238–239
opinion polls, conducting, 239–240
social-networking groups, participating in, 240–242
Twitter Chats, facilitating, 237–238
Interactive infographics, designing, 238–239
i-P-L-E-A-S-E with likeable content, 59–60
Irony, 72–73
James, LeBron, 69
J. Crew, 64
Jobs, Steve, 64
John Lewis, 86
Johnson, Stanley, 76
Jose Cuervo
Tradicional—History in a Bottle, 91
“Keeping America Beautiful,” 234
Klout, 139, 144, 145, 152, 194
scheduler, 7–8
Knight, Bobby, 73
Landscape and Garden Design Forum, The, 242
Landscapes-to-Go, 241
Lead generating, 120
Legendary sentiments, 97
LEGO®, 86
Lending Tree, 76
Les miserable, 11
Lieb, Rebecca, 202
Link building strategies for traffic and SEO, developing, 205–207
groups, participating in, 240, 241–242
understanding and attracting connections on, 162–164
Listening to content, 47
Lite, Miller, 74
Lithium, 225
Little Bird, 143
Live-event coverage, 23
Location-based mobile marketing, 258–260
Logos (authority), xxi
Mainwaring, Simon, 218, 219, 220
Malicious joy (schadenfreude), 75–77
Marketing
inbound. See Inbound marketing
outbound, 6
relationship, 3–4
strategies, 268
transactional, 4
Market reports, 39
Marshall, Buck, 98
Mayhem, 70
McDonalds, 231
McEnroe, John, 73
McLuhan, Herbert Marshall, 59
McQuivey, James, 46
Media coverage strategies for audience development, developing, 180–183
media relationship strategies, building, 181–183
social media changes to media relations landscape, 180–181
Media relationship strategies, building, 181–183
Meeker, Mary, 18–19
Melbourne Railways, 63
Melodrama, sentimental humor based on, 84
Mentors, 98
Millennials, 272
Miller, Dan, 20
Mini Cooper, 95
Mobile C-U-S-T-O-M-E-R experiences, enabling, xxviii, 251–260
better deals, showrooming for, 254
convenience of payments, calls, and directions, 253
geo-fencing, 258–260
location-based mobile marketing, 258–260
mobile efforts, special offers and rewards for, 255
mobility in addition to mobile, 256
real-time self-help, utility for, 253–254
relevance for space, time, and opportunity, 257
shorter attention spans, ease of use for, 256–257
timely mobile marketing, 255
wants and expectations, 252
Mobile efforts, special offers and rewards for, 255
Mobility, 256
Modes of communication, 45–48
Modify Watches
opinion polls, 239
MoFu (middle-of-the-funnel) content, 11–12, 26, 35, 57, 248, 259
Moral, 98
Muck Rack, 181
Narratives
shaping stories using, 88–102
Nationwide, 72
Native advertising, 199–205
advancing, 202–203
elements of, 201
hype behind, 201–202
landscape toward, shifting, 203–204
small business, embracing, 204–205
Near Field Communication (NFC), 253
Negative commentary, dealing with, 232–233
Nespresso, 96
Netflix, 190
Net Promoter Scores (NPS), 131
New stories, 23
Newsvine, 189
Niched audiences, 109–110
“Find Your Greatness” campaign, 65–66
Nikon
“The Day,” 91
911 tribute, 87
Nissan
opinion polls, 239
O2 Media, 259
“The Odd Couple,” 72
Offerpop, 229
Oliver, John, 202
Onboarding, 133
Open dialogues, sparking, 231–232
Opinion polls, conducting, 239–240
Organic reach of influencers, 139–140
Ortho, 268
Outbound marketing, 6
comparison with inbound marketing, 57
Outbrain, 203
O-U-T-R-E-A-C-H, 137–154
enchanting influencers through, xxv–xxvi, 145–148
authentication through research, 147
common interest pursuits, 147–148
easy engagement to start the process, 147
influencer bonding, opportunities for, 145–146
influencer causes, helping, 148
recognition for distinction, 146–147
thought leadership platforms, 146
unique or unannounced content, 146
example
campaign goals, 150–152
outreach strategy, 148–149
outreach tactics, 152–154
SWOT analysis, 149–150
influencer’s lend extensive, 138–145
authority within concentrated community, influence of, 142
discovering, engaging and romance influencers, 143
endorsement credibility, 141–142
hub of important conversations, 143
organic reach, 139–140
quality content with emotional twist, 142
resonance, 141
right influencers, identifying, 143–145
topical relevance to focused community, 140–141
user–community relationships, 140
Page optimization, 197–199
Panda algorithm, 195
“Thank You Mom—Pick Them Back Up,” 89
Pathos (appeal to emotions), xxi, xxii
Penguin algorithm, 195
PeopleLinx, 134
Pepsi Max, 62
Perceptual discord, 69–70
Performances, stirring passions with, 87–88
Persona accounts, amplification of, 126
Personality, humanizing brands with, 63–65
Pesci, Joe, 72
Pfizer, 65
Philippine Airlines, 63
Pinning, 210–211
Pinterest, 121
understanding and attracting followers on, 167–170
“The Pioneer Woman,” 89–90, 95, 100
Platforms predictions, 270–271
Podcasts, 17–22
Porterfield, Amy, 256
Posting, 210–211
Potter, Henry, 64
Pranks, surprising audiences with, 61–63
Pringles, 236
Profile strategies, developing, 183
Progressive, 66
Proprietary audiences, perpetuating, xxviii, 245–249
Putdowns, 74–75
Quality content with emotional twist, 142
Q-U-A-L-I-T-Y readership, xxiv, 117–123
advisory, 119–120
image-intensive content, 121
lead generating, 120
quick and to the point, 118
talk-worthy content, 121–122
unbiased content, 118–119
your voice, 122–123
Quizzes, 237
Ram Trucks, 64
Readership with content mastery, earning, xxiv, 107–123
F-O-C-U-S-E-D readership, 111–117
Q-U-A-L-I-T-Y readership, 117–123
T-U-N-E-D readership, 108–111
Reading content, 47–48
Really simple syndication (RSS), 18, 22, 32, 33, 116, 182, 187–188, 190, 191, 192, 212, 271
Real-time problem solving, voices for, 127–128
Real-time self-help, utility for, 253–254
Rebelliousness, 95
Recognition for distinction, 146–147
Reddit, 189
Reebock, 79
R-E-I-M-A-G-I-N-E-D content, atomizing for, 207–210
Relationship marketing, 3–4
Relationships with responsiveness, maintaining, 235
Relevant brand experiences, delivery of, 127
Research
authentication through, 147
useful content for, 11–42
Resonance, 141
R-E-S-O-N-A-T-E
brand ambassadors to, empowering, xxvii
Rickles, Don, 71–72
Right content essentials, understanding, 175
Right influencers, identifying, 143–145
Rodgers, Aaron, 69
R-U-N-L-A-P-S, exposing content and, xxvi, 185–212
content discovery and syndication platforms, 189–190
content syndication, own posting outweighed by, 190
content syndication, timing and place of, 190–192
link building strategies for traffic and SEO, developing, 205–207
native advertising, 199–205
pinning and posting, 210–211
really simple syndication, 187–188
R-E-I-M-A-G-I-N-E-D content, atomizing for, 207–210
social sharing, 211–212
unified keyword strategies, 192–199
Sanchez, Cynthia, 169
The Scarecrow, 90
Schedugram, 172
SCVNGR, 258
Search engine results, 24
Self-help, useful content for, 11–42
Sentimental humor, 82–84
Shandwick, Weber, 129
Shareable content, 115–116
Sharethrough, 203
S-H-I-P-P-I-N-G content with emotional twist, xxiv, 59–104
entertaining audiences with humor, games, and animated stories, 66–87
generosity, displaying, 102–103
heightened emotions with imagery, 88
humanizing brands with personality, empathy and behind the scenes, 63–65
inspiring audiences, 65–66
i-P-L-E-A-S-E with likeable content, 59–60
stirring passions with solidarity and performances, 87–88
stories using narratives, shaping, 88–102
surprising audiences with spontaneity, pranks, and bold change, 61–63
Shorter attention spans, ease of use for, 256–257
ShortStack, 229
Simmons, Richard, 65
Situational triggers, for timely placements, 42–43
Slideidea, 174
SlideShare, 35
understanding and attracting followers on, 172–174
Slideware, 40–41
Smith, Mari, 29
Snapchat, 121
Snicker’s, 79
Social advertising
rise of, 178–179
strategies for audience development, developing, 176–179
trends in, 179
Social capital, boosting, 150–152
Social experience, 272
The Social Habit, 235
Social media changes to media relations landscape, 180–181
Social-media culture, 135–136
Social-networking groups, participating in, 240–242
Social networking strategy, building, 157–158
Social network self-service ad platforms, evaluation of, 178
Social-order deviancy, 81–82
Social search engine predictions, 270
Social sharing, 211–212
Solidarity, stirring passions with, 87–88
Solis, Brian, 227
SoLoMo, 257
Somma, Mark Di, 100
Sony Cracker
“Comedians in Cars Getting Coffee,” 91
Southwest Airlines, 63
“Wanna Get Away” campaigns, 78
Spanx, 96
Spontaneity, surprising audiences with, 61–63
Sprint Small Business Solutions, 101
S-T-A-M-P, enlisting followers with, xxvi, 155–184
gaining new followers, developing strategies for, 156–174
Facebook, understanding and attracting fans on, 160–162
Google+, understanding and adding circles, 165–167
Instagram, understanding and attracting followers on, 170–172
LinkedIn, understanding and attracting connections on, 162–164
Pinterest, understanding and attracting followers on, 167–170
SlideShare, understanding and attracting followers on, 172–174
social networking strategy, building, 157–158
Twitter, understanding and attracting followers on, 158–160
YouTube, understanding and adding subscribers, 164–165
media coverage strategies for audience development, developing, 180–183
profile strategies, developing, 183
social advertising strategies for audience development, developing, 176–179
thought leadership strategies for audience development, developing, 174–176
Stanton, Andrew, 99
State Farm, 66
Stories using narratives, shaping, 88–102
“Story of Kate,” 101
Strategic planning perspective, social content-marketing predictions from, 265–274
infrastructure predictions, 269–271
social experience, 272
strategic predictions, 266–268
success models, 271–272
Strategic predictions, 266–268
Strutta, 229
StumbleUpon, 189
“You Are Here” campaign, 259
Success models, 271–272
Surprise twist, 71–72
Susman, Andrew, 207
Swayy, 194
SWOT analysis, 149–150
Taboola, 203
Tactics selection, for useful content, 13–16
Tagboard, 172
Talk-worthy content, 121–122
Target personas
buying stage of, 8–11
relevant content for, 8–11
Technology predictions, 269–270
Tenderhearted moments, 95–96
“Thank You Mom—Pick Them Back Up,” 89
“This Is Not a Jersey,” 87
Thought leadership platforms, 146
Thought leadership strategies for audience development, developing, 174–176
hosting venues to showcase expertise, 175–176
right content essentials, understanding, 175
3D animation, playful content through, 86–87
Timely mobile marketing, 255
To-do lists, 14
ToFu (top-of-the-funnel) content, 9, 34, 42, 56, 245, 246, 247, 259
Traackr, 143
Trailers, 23
Tran, Ann, 215
Transactional marketing, 4
Transparency, 44–45
Trended topics, 108–109
Trial users with freemiums, enrolling, xxix, 261–263
Triberr, 134
Trimble, Charley, 222
Triumphant against all odds, 97
Trivia questions, 237
TrueMove H Thailand, 102–103
Trusted communication, 129
T-R-U-S-T-E-D content, educating targets with, xxiii, 3–53
deliverable content, for audience convenience, 49–50
engaging content, for attentive learning, 45–49
letting, 5–6
relevant content, for target personas, 8–11
situational triggers, for timely placements, 42–43
target personas, buying stage of, 8–11
timely content around urgencies and consumption routines, 6–8
transparency, 44–45
useful content, 11–42
Trusted source, of stories, 100
Trustworthiness, 5
TSB: The Story, 90
T-U-N-E-D readership, xxiv, 108–111
digestible, 111
evergreen content, 110–111
niched audiences, 109–110
trended topics, 108–109
user-guaranteed questions, 109
TuneIn, 47
Turner, Jamie, 251
TweetCaster, 160
chats, facilitating, 237–238
understanding and attracting followers on, 158–160
Unbiased content, 118–119
Unified keyword strategies, 192–199
blogging, topic titles selection for, 194–195
blog posts around keyword strategy, optimizing, 195–199
content topics selection, 193–194
Unilever, 218–219
Unique or unannounced content, 114–115, 146
Unruliness, 79–80
Upworthy, 189
Urgencies, timely content around, 6–8
Useful content, 11–42
content-marketing landscape, creation of, 41–42
delivery formats selection, 16–41
finding, 13
tactics selection, 13–16
User–community relationships, 140
User-guaranteed questions, 109
Utility marketing, 253–254
Vahl, Andrea, 229
Value understanding, 132–133
Video(s)
explainer, 23–26
Viewing content, 46–47
Villains, 98
Vine, 24, 88, 159, 179, 234, 270, 272
Virgin Atlantic, 62–63, 64, 95, 100
Virtual seminars, 26–29
Virtual summits, hangouts for, 28
Visuals, emotionalizing content with, xxiv
Visual storytelling, capitalizing on, 233–234
Voice, 122–123
VoiceStorm, 131
Volvic, 72
Vonage, 77
Votigo, 229
The Wall Street Journal, 201
Warby Parker, 96
“Water Changes Everything,” 94
Webex, 27
Webster, Tom, 137
Web Video Marketing Council, 25
WestJet, 102
Christmas Miracle, 94
White, Betty, 71
White papers, 39
William & Mary
Ampersandbox campaign, 237
Word of Mouth Marketing Association (WOMMA), 144
WordPress, 199
World Food Program, 96
YouTube, understanding and adding subscribers, 164–165
Zach, 65
Zappos, 96, 132, 133, 135, 236
Zarrella, Dan, 172
Zero mount of truth (ZMOT), 31
Zuberance, 131