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SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time

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We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.

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SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story and Earn Big Links in Real Time

  1. 1. NEWSJACKING ADD TO THE STORY
 EARN BIG LINKS IN REAL TIME 
 DON’T BE A “NEWSJACKASS” @RECIPROCALRYAN
  2. 2. THE WIN
  3. 3. (n(y)o͞oz jak-ing) (n.) NEWSJACKING
  4. 4. Source: David Meerman Scott ~30+ 
 LINKS ~51+
 AVG.DA $250K
 REVENUE
  5. 5. Source: Real Life ~41+ 
 STORIES ~28+
 LINKS ~10K+
 SHARES
  6. 6. Source: Alan ~50+ 
 STORIES ~90+
 LINKS ~200K
 SHARES
  7. 7. Source: Real Life ~1,706 
 LINKS ~894 
 LRDS ~10,000+ 
 SHARES
  8. 8. YOU CAN DO IT IF I CAN DO IT
  9. 9. ARE YOU SUUUUURE? BUT SERIOUSLY, WHY WOULD THIS WORK FOR MY COMPANY?
  10. 10. HARO
  11. 11. HELP 
 A REPORTER OUT, YO
  12. 12. You’re not stealing the story
 You’re adding to the story NEWSJACKING
 NEWSAUGING
  13. 13. HOW DO YOU SPOT AN OPPORTUNITY?
  14. 14. HOW DO YOU SPOT AN OPPORTUNITY? ▸ Train your mind ▸ Listen to and read lots of news everyday ▸ Shift your lens ▸ Be on the lookout (hello Google Trends) ▸ Who’s not covering it? See if you can fit their beat ▸ An old, tired news story 
 (a “never-ending story”) ▸ A series ▸ Your connection
  15. 15. HOW DO YOU DECIDE IF YOU SHOULD GO FOR IT? 1. Do you have a connection? 2. Do you have an original angle? 3. Can you ship this in 0-24 hours? 4. Can you offer some value? 5. Are you willing to take the risk to your brand reputation? 6. Are you gonna be a “Newsjackass”?
  16. 16. DO YOU HAVE A CONNECTION? ▸ It’s best if you have some sort of connection ▸ Geographic ▸ Personal connection ▸ Interest ▸ Fandom ▸ Relevant to what you do ▸ The competition ▸ Varying degrees of connection required ▸ If it feels like a stretch, it probably is ONE
  17. 17. DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE? ▸ It needs to be unexpected ▸ Spark curiosity ▸ Gets a laugh just from the headline TWO
  18. 18. DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE? ▸ Imagine your potential newsjack as a headline: TWO
  19. 19. CAN YOU SHIP IT WITHIN 24 HOURS? ▸ Newsjacking is a race ▸ You have to act fast to catch the wave ▸ Even if there’s lots of coverage THREE
  20. 20. CAN YOU OFFER SOME VALUE? ▸ Monetary ▸ Comedic ▸ Emotional ▸ Societal FOUR
  21. 21. ARE YOU WILLING TO TAKE THE RISK 
 TO YOUR BRAND REPUTATION? FIVE Smaller brands can take bigger risks than bigger brands ‣ The three main potential benefits of newsjacking: ‣ Brand awareness ‣ Links ‣ $$$ ‣ Big brands get brand awareness and authority, while smaller brands usually won’t
  22. 22. WAYS TO MITIGATE THE RISK ▸ Get feedback first ▸ Intimately understand the nuances of the story ▸ Evaluate public opinion ▸ Stay neutral, if at all possible
  23. 23. IF YOU WANT TO TAKE A STAND ▸ Newsjacking is a smart way to do this ▸ 66% of consumers want brands to take a stand
  24. 24. TAKE THE RISK ▸ Talked to colleagues, friends, and family ▸ Evaluated public opinion
  25. 25. ARE YOU GONNA BE A NEWSJACKASS?
  26. 26. (n(y)o͞oz jak-ass) (n.) NEWSJACKASS One who misleads the media regarding a current event, or one who trivializes or capitalizes on a current event without thought to the participants, or without backing their newsjack with value.
  27. 27. G.O.A.T.
  28. 28. DON’T BE A NEWSJACKASS
  29. 29. HOW TO CREATE A NEWSJACK
  30. 30. HOW TO CREATE A NEWSJACK ▸ Examples of things you can do: ▸ Free offer (a product or service) ▸ Boycott/protest ▸ Refusal of service ▸ Event ▸ Witty Tweet ▸ Comedic commentary ▸ Survey data/Expert opinion ▸ Charitable service
  31. 31. HOW TO CREATE A NEWSJACK ▸ Fully establish your campaign ▸ Make sure you have a visual: graphic, video, anything ▸ Vanity domain ▸ Relevant content connected to story ▸ Show that you understand the story ▸ Try and be as lighthearted and even keel with your content as possible ▸ Cover yourself legally ▸ Don’t get owned ▸ Have the next step or “layer of the onion” ready
  32. 32. HOW TO CREATE A NEWSJACK
  33. 33. HOW TO PITCH IT ▸ Journalists know what you’re doing ▸ Don’t act high and mighty ▸ Don’t be heavy-handed about it. More of a wink and a nod ▸ Get to the point ▸ Let THEM form an opinion ▸ Don’t forget to have the next layer of the onion ready
  34. 34. START LOCAL
  35. 35. Local 
 News Local Commentary Regional News/Syndication Regional Commentary National News National Commentary RIPPLE EFFECT
  36. 36. REMEMBER THIS? CASE STUDIES
  37. 37. REMEMBER THIS?
  38. 38. WE WERE LATE. LIKE, REAL LATE. 23 DAYS LATER FAIL
  39. 39. DIDN’T FULLY ESTABLISH THE CAMPAIGN
  40. 40. OBVIOUS ANGLES USUALLY AREN’T WORTH THE EFFORT
  41. 41. PLUS IT WAS CROWDED FOR NEWSJACKING
  42. 42. MMGA ORIGINAL IDEA SHIPPED WITH IN 24 HOURS ESTABLISHED CAMPAIGN VALUE CONNECTION
  43. 43. PERHAPS STILL INVEST IN THE NEWSJACK IF THE STORY HAS LEGS MMGA TIMELINE MAR 1ST
 STORY LAUNCH MAR 24TH
 NEWSJACK NOV 4TH
 ELECTION NIGHT
  44. 44. WENT WILD ON FACEBOOK 1,000
 SHARES/HOUR
  45. 45. YOU NEVER KNOW HOW PEOPLE ARE GONNA USE YOUR CAMPAIGN
  46. 46. RESULTS OF MMGA 4
 BACKLINKS 2
 LRDS $2,200
 W/O SALARY $2,520
 W/ SALARY 2K+
 SHARES $1,100
 CPL W/O SALARY $1,260
 CPL W SALARY
  47. 47. WWMYC ORIGINAL IDEA
  48. 48. WWMYC ESTABLISHED CAMPAIGN
  49. 49. VALUE ▸ Foregoing money from potential big payday ▸ Comedic value ▸ Emotional value
  50. 50. VALUE
  51. 51. WWMYC ORIGINAL IDEA SHIPPED WITH IN 24 HOURS ESTABLISHED CAMPAIGN VALUE CONNECTION
  52. 52. RESULTS OF WWMYC
  53. 53. WWMYC TIMELINE Wednesday 7 p.m. 
 Rumors of Chargers move reported JAN 10TH JAN 11TH Thursday 8 a.m. 
 Official announcement. Stories are being published like crazy 8:01 a.m.
 Many people in our office are pissed 11 a.m.  
 Idea to newsjack hits Noon
 Discussion if we should do this 4 p.m.
 Start calling movers and got first five movers on-board 5 p.m.
 Start developing website JAN 14TH Sunday 1 p.m.
 NBC sports online interview 6 p.m.
 NBC 7 San Diego evening news JAN 15TH Monday JAN 16TH JAN 17TH Tuesday Wednesday JAN 12TH Friday 9 a.m.
 Getting more movers on-board 11 a.m.
 Website launches 12:35 p.m.
 Starting pitching 2:05 p.m.
 Interest from Union Tribune 3:30 p.m.
 First article is published
  54. 54. RESULTS OF WWMYC 50K+ 
 SHARES 421 
 BACKLINKS 110 
 LRDs $1,195
 W SALARY $715
 W/O SALARY 30+ 
 RADIO STORIES 25+ 
 TV/VIDEO 100+ 
 TOTAL STORIES 54 
 AVG. DA $10.86
 CPL $7 
 CPL
  55. 55. ▸ Be prepared for your interviews ▸ Imposter syndrome might hit hard ▸ Ignore the haterz ▸ Prepare a damage control team ▸ Prepare any follow ups HOW TO HANDLE IT
  56. 56. ▸ Get your story straight ▸ Study the event/issue from all sides ▸ Prepare for questions like: ▸ Why are you doing this? ▸ Have they taken you up on your offer? ▸ Do you think it will work? ▸ What about the people on the other side of this that don’t agree with you? ▸ Again, don’t act high and mighty ▸ Have fun with your interviews, be honest ▸ You’re always on the record ▸ Don’t be coerced into saying provocative things if you don’t want to INTERVIEWS HOW TO HANDLE IT
  57. 57. ▸ After it goes viral, imposter syndrome might hit hard ▸ Especially when the haterz come out IMPOSTER SYNDROME HOW TO HANDLE IT
  58. 58. IMPOSTER SYNDROME SOLVED HOW TO HANDLE IT
  59. 59. Z HATERZ GONNA HATE HOW TO HANDLE IT
  60. 60. HATERZ GONNA HATE HOW TO HANDLE IT ▸ Mentally prepare ▸ Commentary from all sides is NORMAL ▸ You can’t please everyone ▸ Do not engage!
  61. 61. HATERZ GONNA HATE HOW TO HANDLE IT ▸ Let the rational masses fight your battle
  62. 62. WHATEVS. THANKS FOR THE LINK.
  63. 63. DAMAGE CONTROL TEAM HOW TO HANDLE IT ▸ Get everyone in your company on the same page ▸ High fidelity message from all participants ▸ One point of contact for the media
  64. 64. THANKS FOR STOPPING BY ▸ Underused tool in the digital marketer's toolbox ▸ Affordable way to earn big links and/or create brand awareness ▸ Anyone can technically do this ▸ Ask the 6 questions ▸ Be prepared, be fast, don’t be a “newsjackass”
  65. 65. CONTACT @reciprocalryan ryan@hireahelper.com
  66. 66. CITATIONS https://www.buzzfeed.com/dorsey/cnn-lol?utm_term=.yq6LWB39ye#.iuRLyp3lPv https://www.webinknow.com/2013/03/proof-that-you-can-succeed-at-newsjacking-too.html https://www.webinknow.com/oxford-dictionaries-shortlists-newsjacking-as-word-of-the-year-for-2017 https://en.oxforddictionaries.com/word-of-the-year/shortlist-2017 http://www.getspokal.com/15-examples-of-the-good-the-bad-and-the-ugly-of-newsjacking/

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