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What's a digital trend?

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Trendspotting technics have evolved thanks to social media. Identifying signals, consolidating concrete manifestations of new habits and ultimately proving an insight can be pushed to new limits, thanks to the number of elements that people share online. However, defining precisely what "trend" means can be tricky. This presentation aims to define what it can be and how cool hunting can help analysts in understanding the digital signals.


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Published in: Marketing

What's a digital trend?

  1. 1. what’s a trend in the digital era? 1 WHAT'S A TREND IN THE DIGITAL ERA ? From micro-moments of truth to cultural movements.
  2. 2. what’s a trend in the digital era? 2 TREND: a nightmare to define. Can trends be the flavors of the month? Can trends be trending topics? Are trends trendy? Who decides what's a trend and what is not? Do we really need to tap into trends ? Can we forecast trends?
  3. 3. what’s a trend in the digital era? 3 Our definition: A story: Actors / actresses A plot / a tension An audience that needs to be “earned” to then become actors or actresses A digital trend: ”Influencers” (aka anyone who has an ability to generate change) who are able to launch or carry a new usage A mash-up of expectations / technologies / documentation An ability to convey this trend and play a role trends are like stories.
  4. 4. what’s a trend in the digital era? 4 7% of total word-of-mouth leaves a digital footprint Social entry points to what matters to people Possibility to regroup signals among communities that are not directly linked Forecasting the future by creating ''what if'' scenarios Investment in technology Conversations among influencers Database detection Digital trendspotting. Source: mit
  5. 5. what’s a trend in the digital era? 5 Anaccelerationofthecollisions. Source: google
  6. 6. what’s a trend in the digital era? 6 Extimacyreimaginestrends. INTIMACY EXTIMACy PUBLIC SPHERE
  7. 7. what’s a trend in the digital era? 7 Spottingtrends. There-upway. Conversations start by... search: Google suite to determine volumes of interests as A way to challenge first beliefs and establish patterns Tapping into social conversations: Mapping influencers Mapping conversations Understanding what’s the original source New school: when first “what if scenarios” are set up: Interviews “in real life” Quantitative surveys Data gathering based on clients’ databases Test of concepts towards communities Old school:
  8. 8. what’s a trend in the digital era? 8 googletrends: growthmatters. Easier to detect growing interest by spotting increasing rates of search queries. However, the increasing rates can be due to a celebrity or a brand.
  9. 9. what’s a trend in the digital era? 9 Newgeneration ofsociallisteningtools.
  10. 10. what’s a trend in the digital era? 10 TRENDs: temporary vs long-lasting ones. Short life-span Extremely reactive to a new product or to a core group of people Can repurpose trends from the past On-going set of “tangible proofs” demonstrating the same line Bring new people in, even without new products or push from influencers Deeply impact and transform societies Impact the whole population Have reached a tremendous tipping-point Ephemeral trends Consolidative trends Macro-trends
  11. 11. what’s a trend in the digital era? 11 RE-UP trends framework. Acceleration of sales Mentions Clusters of people Queries not solved Can the brand tap into this trend? What does the brand bring? Main “champions” of this trendTech / Legal changes / Environmental factors Subcultures The RE-UP scale Key signals Brand legitimacy New Value Proposal Key personas Potential to rise Key factors next steps
  12. 12. what’s a trend in the digital era? 12 Tapping into subcultures to build up relevance. Research ( Market insights, Surveys ,Benchmarks... ) Strategic development Average relevance ( average Comms, Frustration, disbelief, Dismissal) Campaigns Definition of an average consumer ( Customer journey, Moodboards... )
  13. 13. what’s a trend in the digital era? 13 Tapping into subcultures to build up relevance. Share values and visions Consistent storyline Real synapses with the many streams of societies Quest for survival Roles and dutieswith diverse social layers
  14. 14. what’s a trend in the digital era? 14 this is how people really present themselves.
  15. 15. what’s a trend in the digital era? 15 Applying this canvas to a client.
  16. 16. what’s a trend in the digital era? 16 denim hair. Ephemeral trends:
  17. 17. what’s a trend in the digital era? 17 Ephemeral trends: denim hair.Ephemeral trends: denim hair. Documents spread to hairstylists and beautistas First “looks” experimented by top salons and first ”looks” created by influencers Creation of a virtuous loop with a documentation of the rising “trend” by brands and online media New hair colour catalogue in the UK
  18. 18. what’s a trend in the digital era? 18
  19. 19. what’s a trend in the digital era? 19 Consolidative trends: Instant gratification.
  20. 20. what’s a trend in the digital era? 20 Consolidative trends: Instant gratification. Technological impact: ”clicks” as a new currency Equipment of brick & mortar with digital touch-points Skyrocketing mobile usage x micro-moments of truth Growing usage of “instant” gratification apps and tools Anticipation of “sought-after” gratification in the UX of apps
  21. 21. what’s a trend in the digital era? 21 Macro trends: Gender fluidity.
  22. 22. what’s a trend in the digital era? 22 Macro trends: Gender fluidity. Explanation. more are coming out and regrouping through social media: an escape from “tangible” constraints More documenting transitioning Growing subcultures resisting this ”new” macro trend Phenomenal impact on every layer of society: health, family, relationships, insurance etc.
  23. 23. Me, myself and I. @lilzeon laurent@thisisreup.com Exec. Creative Strategist & founder RE-UP agency Laurent Francois
  24. 24. thisisreup.com

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