hi-jacking & method planning
DESCRIPTION
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/TRANSCRIPT
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HI-JACKING & METHOD PLANNING WAYS TO EXPLOIT TRENDS
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WE DON’T LIVE WITH TECHNOLOGY, WE live IN IT.
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“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.
DIGITAL IS NO LONGER JUST A WORD. IT’S A WORLD.
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BUT TRENDS, DON’T BEHAVE LIKE WE DO…
PERSUASIVE
CREATIVE
DIRECT
BELIEVER
RELENTLESS
COLLABORATIVE
DOER
CURIOUS
SMART
CREATIVE
DIRECT
BELIEVER
RELENTLESS
COLL
ABOR
ATIVE
DOER
CURIOUS
SMART
PERSUASIVE
CREATIVE
DIRECT
BELIEVER
RELENTLESS
COLLABORATIVE
DOER
CURIOUS
SMART
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INSTEAD THEY’RE LIKE VIRUSES, VERY RARELY CONTROLLED
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SO… if you can’t CONTROL A TREND WHY NOT make it useful?
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1. SPOT A SOCIAL TREND
Pre-empting big events or reacting to topical news. Do something unique before everyone else
Immerse yourself in cultural communities in order to uncover insights that lead to new trends
2. BE PART OF THE TREND
2 WAYS TO MAKE TRENDS WORK FOR YOU
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1. SPOT A SOCIAL TREND
Think like a hijacker…
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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
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LIKE THESE:
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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.
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TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical
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2. BE PART OF THE TREND “METHOD PLAN”™
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Credit: INFLUENCERSFILM.COM
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WHO ARE THEY?
ACTIVISTS Get involved, with their communities, political movements, charities and so on
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
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ONCE YOU’VE DONE YOUR RESEARCH…
YOU’RE NOW READY TO METHOD PLAN BEHAVE AS IF you’re meant TO BE THERE
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LIKE THESE:
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SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS
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SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS
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SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS
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SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS
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SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK
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VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT
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VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW
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IN SUMMARY…
1. SPOT A SOCIAL TREND
Think like a hijacker
2. BE PART OF THE TREND
Method Plan
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@katelt