The power of Newsjacking

19/3/2015

With Candice Vanhacht

FRIDAY SESSION #75

@Cleverwood

#FridaySession

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« Everybody » is on Social Media

Facebook :

1,3 billion

Twitter :284

million

Google + :343

million

Instagram :

300 million

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So brands too…

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What do brands talk about the most ?

Themselves !

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Why are people on SM ?

Get connected to people (friends, colleagues, influencers,…)Have funHear the newsDiscuss/react on the news

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How to connect with them ?

Make them have fun, discussing with their friends about the news !

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Real Time Marketing Vs Newsjacking

Real Time Marketing: marketing technique based on a specific experience of the product

Newsjacking: marketing technique based on the appropriation of the news at the advantage of the brand

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Newsjacking characteristics

Has to be fastHas to be relevant (funny or shocking)

It needs:ReactivityFlexibilityAdaptability

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The power of repartee

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Too late…

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Well done, Oreo…

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Different types of Newsjacking

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1. Regular Foreseen Events

Every event you know is going to happen on a regular basis

Christmas, SuperBowl, April Fools’ day, Valentine, Easter, Elections, 21st of July,…

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1. Regular Foreseen Events

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2. Unique Foreseen Events

Every event you know is going to happen or could happen but only once

Movie release, WorldCup in Brazil, birth of a child, victory or defeat,…

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2. Unique Foreseen Events

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3. Unforeseen Events

You couldn’t know it would happen

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3. Unforeseen Events

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4. General Buzz

Themes, memes which became buzz

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4. General Buzz

https://www.youtube.com/watch?v=6w4Gqt-ljb4

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4. General Buzz

White and gold dress

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4. General Buzz

White and gold dress

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4. General Buzz

White and gold dress

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5. Newsjacking done by fans / non fans

Consecration or disaster

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5. Newsjacking done by fans / non fans

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A risky game – Case 3 Suisses

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A risky game : Case 3 Suisses

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A risky game : Case 3 Suisses

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A risky game – Case KLM

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How to do good newsjacking?

Listen: monitorCreate: copy + graphistPublish: validation processPush: use ads

BonusHave a « War Room »

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Can you measure newsjacking?

KPI’s ?ROI ?

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It’s time to train…

See you next Friday Session

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