#TRENDJACKINGlike you mean itJani CortesiniDigital Shoreditch22nd May 2013@jcortesiniwww.trendjacking.com
#trendjacking
MANY EXAMPLES AND DOERS
THE ESSENCE MATTERS
WE REFER TO IT AS TRENDJACKING
TREND = The general direction in whichsomething tends to move, be that news, culture,events, moments in timeTRENDJACKING =...
SO WHAT WILL YOU GIVE ME?
3 WISE PRINCIPLES OF THE TRENDJACKA JUICY MODELWHERE TO BEGIN
1.
DOMINATING MEDIACOVERAGESTEALING THE SPOTLIGHT
WE’RE ACTUALLY PLAYING IN CULTUREhttp://www.flickr.com/photos/athalfred/6330836340/lightbox/
JOINING THE RIGHT CONVERSATIONS
PLAYING AN ACTIVE PART IN WHAT IS HAPPENING IN THE WORLDhttp://www.flickr.com/photos/crsan/3697785107/lightbox/
THIS STUFF MATTERS
THE BEST TRENDJACKS AMPLIFY GREAT BRANDPURPOSES
BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE ANDYOURRELEVANCE IN EVERYDAY CULTUREWhy do your product and brand exist?What ...
BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE ANDYOURRELEVANCE IN EVERYDAY CULTUREWhy do your product and brand exist?What ...
2.
SURPRISE, WE ARE DROWNING IN NEWShttp://www.flickr.com/photos/59183619@N00/404821609/
MORE NOISE REQUIRES MORE RUTHLESSSELECTIONhttp://www.flickr.com/photos/26632273@N06/2947240629/lightbox/
QUALITY SELECTION AND ANGLE BEAT QUANTITY
THE OSCARS
WHICH ONE?
MEET YOUR JUICY MODEL
BREAKING ANDTRENDING NEWSUnforeseeable eventswe can rapidlyleverageMOMENTS IN TIMEEvents, celebrationsactivities, that fit...
BREAKING ANDTRENDING NEWSUnforeseeable eventswe can rapidlyleverageMOMENTS IN TIMEEvents, celebrationsactivities, that fit...
3.
SPONTANEOUS IS BEAUTIFULhttp://www.flickr.com/photos/ttsjl/2795936765/lightbox/
RAW AND GENUINE IS BEAUTIFUL
SO JUST JUMP INhttp://forums.photographyreview.com/photo-project-forum/june-project-water-play-44158.html
WHEN SPINNING FAST IT’S EASY TO FALLhttp://www.flickr.com/photos/10745168@N06/4560894693/
MEASURE THROUGH THE LENS OF YOURPURPOSE……BUT REMEMBER SILENCE CAN BEGOLDEN
THE PURPOSERUTHLESS SELECTION AND ORIGINALITYSPEED AND AGILITYSo, we have spoken about…
A MINDSETSTART SMALLEVERYONE PARTICIPATES
WELCOME FAILUREFall down seven times, get up eight (Japanese Proverb)
PLAY, FAIL, LEARNwww.facebook.com/themoalition
START SMALLhttp://paolodiegosalcidoart.photoshelter.com/image/I0000uhOtWgjR_cM
EVERYONE PARTICIPATES
SHARE THE LOVEwww.trendjacking.com
THE PURPOSERUTHLESS SELECTION ANDORIGINALITYSPEED AND AGILITY
THE PURPOSERUTHLESS SELECTION ANDORIGINALITYSPEED AND AGILITYA MINDSETSTART SMALLEVERYONE PARTICIPATES
#TRENDJACKINGlike you mean itJani CortesiniDigital Shoreditch22nd May 2013@jcortesiniwww.trendjacking.com
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
Trendjacking - Digital Shoreditch 2013
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Trendjacking - Digital Shoreditch 2013

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The principles behind well timed communication and rapid response content, plus a few tips on how to make it all happen. A workshop presented at Digital Shoreditch 2013 by Jani Cortesini

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Trendjacking - Digital Shoreditch 2013

  1. 1. #TRENDJACKINGlike you mean itJani CortesiniDigital Shoreditch22nd May 2013@jcortesiniwww.trendjacking.com
  2. 2. #trendjacking
  3. 3. MANY EXAMPLES AND DOERS
  4. 4. THE ESSENCE MATTERS
  5. 5. WE REFER TO IT AS TRENDJACKING
  6. 6. TREND = The general direction in whichsomething tends to move, be that news, culture,events, moments in timeTRENDJACKING = embedding brands into theright set of general directions in order to get peopletalking and connecting with us
  7. 7. SO WHAT WILL YOU GIVE ME?
  8. 8. 3 WISE PRINCIPLES OF THE TRENDJACKA JUICY MODELWHERE TO BEGIN
  9. 9. 1.
  10. 10. DOMINATING MEDIACOVERAGESTEALING THE SPOTLIGHT
  11. 11. WE’RE ACTUALLY PLAYING IN CULTUREhttp://www.flickr.com/photos/athalfred/6330836340/lightbox/
  12. 12. JOINING THE RIGHT CONVERSATIONS
  13. 13. PLAYING AN ACTIVE PART IN WHAT IS HAPPENING IN THE WORLDhttp://www.flickr.com/photos/crsan/3697785107/lightbox/
  14. 14. THIS STUFF MATTERS
  15. 15. THE BEST TRENDJACKS AMPLIFY GREAT BRANDPURPOSES
  16. 16. BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE ANDYOURRELEVANCE IN EVERYDAY CULTUREWhy do your product and brand exist?What interesting point of view are you going to express?What cultural contexts are you going to participate in?
  17. 17. BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE ANDYOURRELEVANCE IN EVERYDAY CULTUREWhy do your product and brand exist?What interesting point of view are you going to express?What cultural contexts are you going to participate in?How will trendjacking work for yourbrand?
  18. 18. 2.
  19. 19. SURPRISE, WE ARE DROWNING IN NEWShttp://www.flickr.com/photos/59183619@N00/404821609/
  20. 20. MORE NOISE REQUIRES MORE RUTHLESSSELECTIONhttp://www.flickr.com/photos/26632273@N06/2947240629/lightbox/
  21. 21. QUALITY SELECTION AND ANGLE BEAT QUANTITY
  22. 22. THE OSCARS
  23. 23. WHICH ONE?
  24. 24. MEET YOUR JUICY MODEL
  25. 25. BREAKING ANDTRENDING NEWSUnforeseeable eventswe can rapidlyleverageMOMENTS IN TIMEEvents, celebrationsactivities, that fit ourcultural contextsBRAND PURPOSECultural contexts wecan play a credible roleinEDUCATED GUESSESPLANRESPOND123RESPONDPLANEDUCATED GUESSES
  26. 26. BREAKING ANDTRENDING NEWSUnforeseeable eventswe can rapidlyleverageMOMENTS IN TIMEEvents, celebrationsactivities, that fit ourcultural contextsBRAND PURPOSECultural contexts wecan play a credible roleinEDUCATED GUESSESPLANRESPOND123RESPONDPLANEDUCATED GUESSES
  27. 27. 3.
  28. 28. SPONTANEOUS IS BEAUTIFULhttp://www.flickr.com/photos/ttsjl/2795936765/lightbox/
  29. 29. RAW AND GENUINE IS BEAUTIFUL
  30. 30. SO JUST JUMP INhttp://forums.photographyreview.com/photo-project-forum/june-project-water-play-44158.html
  31. 31. WHEN SPINNING FAST IT’S EASY TO FALLhttp://www.flickr.com/photos/10745168@N06/4560894693/
  32. 32. MEASURE THROUGH THE LENS OF YOURPURPOSE……BUT REMEMBER SILENCE CAN BEGOLDEN
  33. 33. THE PURPOSERUTHLESS SELECTION AND ORIGINALITYSPEED AND AGILITYSo, we have spoken about…
  34. 34. A MINDSETSTART SMALLEVERYONE PARTICIPATES
  35. 35. WELCOME FAILUREFall down seven times, get up eight (Japanese Proverb)
  36. 36. PLAY, FAIL, LEARNwww.facebook.com/themoalition
  37. 37. START SMALLhttp://paolodiegosalcidoart.photoshelter.com/image/I0000uhOtWgjR_cM
  38. 38. EVERYONE PARTICIPATES
  39. 39. SHARE THE LOVEwww.trendjacking.com
  40. 40. THE PURPOSERUTHLESS SELECTION ANDORIGINALITYSPEED AND AGILITY
  41. 41. THE PURPOSERUTHLESS SELECTION ANDORIGINALITYSPEED AND AGILITYA MINDSETSTART SMALLEVERYONE PARTICIPATES
  42. 42. #TRENDJACKINGlike you mean itJani CortesiniDigital Shoreditch22nd May 2013@jcortesiniwww.trendjacking.com

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