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The power of Newsjacking
19/3/2015
With CandiceVanhacht
FRIDAY SESSION #75
@Cleverwood
#FridaySession
« Everybody » is on Social Media
2
Facebook :
1,3 billion
Twitter :
284 million
Google + :
343 millionInstagram :
300 mill...
So brands too…
3
What do brands talk about the most ?
 Themselves !
4
Why are people on SM ?
 Get connected to people (friends,
colleagues, influencers,…)
 Have fun
 Hear the news
 Discuss...
How to connect with them ?
 Make them have fun,
 discussing with their friends
 about the news !
6
Real Time Marketing Vs Newsjacking
 Real Time Marketing:
marketing technique based on a specific
experience of the produc...
Newsjacking characteristics
 Has to be fast
 Has to be relevant (funny or shocking)
It needs:
 Reactivity
 Flexibility...
The power of repartee
9
Too late…
10
Well done, Oreo… 
11
Different types of Newsjacking
12
1. Regular Foreseen Events
 Every event you know is going to happen
on a regular basis
 Christmas, SuperBowl, April Fool...
1. Regular Foreseen Events
14
2. Unique Foreseen Events
 Every event you know is going to happen
or could happen but only once
 Movie release, WorldCu...
2. Unique Foreseen Events
16
3. Unforeseen Events
 You couldn’t know it would happen
17
3. Unforeseen Events
18
4. General Buzz
 Themes, memes which became buzz
19
4. General Buzz
20
https://www.youtube.com/watch?v=6w4Gqt-ljb4
4. General Buzz
 White and gold dress
21
4. General Buzz
 White and gold dress
22
4. General Buzz
 White and gold dress
23
5. Newsjacking done by fans / non fans
 Consecration or disaster
24
5. Newsjacking done by fans / non fans
25
A risky game – Case 3 Suisses
26
A risky game : Case 3 Suisses
27
A risky game : Case 3 Suisses
28
A risky game – Case KLM
29
How to do good newsjacking?
 Listen: monitor
 Create: copy + graphist
 Publish: validation process
 Push: use ads
Bonu...
Can you measure newsjacking?
 KPI’s ?
 ROI ?
31
It’s time to train… 
32
See you next Friday Session
Want to be the next speaker for a FAS? Drop us a
message @cleverwood or via info@cleverwood.be...
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Friday Session #75: The power of Newsjacking

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Just like improv is all about creating powerful performances that amaze audiences on the fly, real-time marketing revolves around creating the powerful content that connects with consumers in a specific context.

Listening, acting fast and being relevant are key elements to incite a wow-effect among your audience. But what happens if your efforts aren’t well orchestrated?

Candice Vanhacht, our very own star of improv, shows how hugely effective great ideas can be if done well, but also how embarrassing they can be if not executed correctly.

Published in: Marketing
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Friday Session #75: The power of Newsjacking

  1. 1. The power of Newsjacking 19/3/2015 With CandiceVanhacht FRIDAY SESSION #75 @Cleverwood #FridaySession
  2. 2. « Everybody » is on Social Media 2 Facebook : 1,3 billion Twitter : 284 million Google + : 343 millionInstagram : 300 million
  3. 3. So brands too… 3
  4. 4. What do brands talk about the most ?  Themselves ! 4
  5. 5. Why are people on SM ?  Get connected to people (friends, colleagues, influencers,…)  Have fun  Hear the news  Discuss/react on the news 5
  6. 6. How to connect with them ?  Make them have fun,  discussing with their friends  about the news ! 6
  7. 7. 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 7
  8. 8. Newsjacking characteristics  Has to be fast  Has to be relevant (funny or shocking) It needs:  Reactivity  Flexibility  Adaptability 8
  9. 9. The power of repartee 9
  10. 10. Too late… 10
  11. 11. Well done, Oreo…  11
  12. 12. Different types of Newsjacking 12
  13. 13. 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,… 13
  14. 14. 1. Regular Foreseen Events 14
  15. 15. 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,… 15
  16. 16. 2. Unique Foreseen Events 16
  17. 17. 3. Unforeseen Events  You couldn’t know it would happen 17
  18. 18. 3. Unforeseen Events 18
  19. 19. 4. General Buzz  Themes, memes which became buzz 19
  20. 20. 4. General Buzz 20 https://www.youtube.com/watch?v=6w4Gqt-ljb4
  21. 21. 4. General Buzz  White and gold dress 21
  22. 22. 4. General Buzz  White and gold dress 22
  23. 23. 4. General Buzz  White and gold dress 23
  24. 24. 5. Newsjacking done by fans / non fans  Consecration or disaster 24
  25. 25. 5. Newsjacking done by fans / non fans 25
  26. 26. A risky game – Case 3 Suisses 26
  27. 27. A risky game : Case 3 Suisses 27
  28. 28. A risky game : Case 3 Suisses 28
  29. 29. A risky game – Case KLM 29
  30. 30. How to do good newsjacking?  Listen: monitor  Create: copy + graphist  Publish: validation process  Push: use ads Bonus  Have a « War Room » 30
  31. 31. Can you measure newsjacking?  KPI’s ?  ROI ? 31
  32. 32. It’s time to train…  32
  33. 33. See you next Friday Session Want to be the next speaker for a FAS? Drop us a message @cleverwood or via info@cleverwood.be Want to know more? www.cleverwood.be

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