Hi-jacking & Method Planning
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Presentation I gave at the October She Says UK Event - Topic: How to be a Trendspotter If you can't always control trends, then why not make them useful! Here I talk about two ways we can make trends work for us. http://shesaysus.com/events/how-to-be-a-trendspotter/
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Hi-jacking & Method Planning
- 1. HI-JACKING & METHOD PLANNING WAYS TO EXPLOIT TRENDS
- 2. WE DON’T LIVE WITH TECHNOLOGY, WE live IN IT.
- 3. DIGITAL IS NO LONGER JUST A WORD. IT’S A WORLD. “Digital” once meant a banner ad or a web site. Not anymore. Digital is a world in which we connect, socialize and learn differently. Where we travel differently. Where we look for a job—and even that special someone— differently. Digital is not an outlier sitting on the periphery of technology: it’s at the very heart of it.
- 4. CT RT OUUS S CREATIVE RIIO DIRE CU R S MA CU IIVE VE AT AT OR OR SS AB AB LL LL VE R LES LES CO CO DO ER ENT ENT REL REL BEL IE PERSUASIVE PERSUASIVE DON’T BEHAVE BUT TRENDS, LIKE WE DO…
- 6. SO… if you can’t CONTROL A TREND WHY NOT make it useful?
- 7. 2 WAYS TO MAKE TRENDS WORK FOR YOU 1. SPOT A SOCIAL TREND Pre-empting big events or reacting to topical news. Do something unique before everyone else 2. BE PART OF THE TREND Immerse yourself in cultural communities in order to uncover insights that lead to new trends
- 8. 1. SPOT A SOCIAL TREND Think like a hijacker…
- 9. THINK LIKE A HIJACKER… HUNT DOWN TOPICALTRENDS THEN REACT… fast OUTSIDE THE BOX CREATIVITY ACT CONFIDENTLY, in real-time ASK FOR FORGIVENESS not for permission
- 10. LIKE THESE:
- 11. UNILEVER - MAGNUM ICECREAM | Hi-jacking #royalwedding • Part of US launch was a Twitter marketing campaign using the newly released “Promoted Trend ad” & the @MagnumIceCream handle • Wanted to tie the brand with fashion, technology and pop culture • 89 million impressions on April 29 • 83,000 clicks on the links it posted • More than 1,000 retweets • 270 replies, mentions or direct messages.
- 12. TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical
- 13. 2. BE PART OF THE TREND “METHOD PLAN”™
- 15. WHO ARE THEY? ACTIVISTS Get involved,charities and so on movements, with their communities, political CONNECTED Have large social networks IMPACT Are looked up to and are trusted by others ACTIVE MINDS Have multiple and diverse interests TRENDSETTERS Tend to be early adopters (or leavers) in markets
- 16. ONCE YOU’VE DONE YOUR RESEARCH… YOU’RE NOW READY TO METHOD PLAN BEHAVE AS IF you’re meant TO BE THERE
- 17. LIKE THESE:
- 18. SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS
- 19. SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS
- 20. SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS
- 21. SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS
- 22. SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK
- 23. VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT
- 24. VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW
- 25. IN SUMMARY… 1. SPOT A SOCIAL TREND Think like a hijacker 2. BE PART OF THE TREND Method Plan
- 26. @katelt