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HI-JACKING & METHOD PLANNINGWAYS TO EXPLOIT TRENDS
WE DON’T LIVE WITH TECHNOLOGY,WE live IN IT.
DIGITAL IS NO LONGER JUST A WORD.IT’S A WORLD.                            “Digital” once meant a                          ...
CT             RT                             OUUS                                S                                       ...
INSTEADTHEY’RE LIKEVIRUSES, VERYRARELYCONTROLLED
SO… if you can’tCONTROL A TRENDWHY NOT make it useful?
2 WAYS TO MAKE TRENDS WORK FOR YOU      1. SPOT A SOCIAL TREND      Pre-empting big events or reacting to topical news.   ...
1. SPOT A SOCIAL TREND                     Think like a hijacker…
THINK LIKE A HIJACKER…           HUNT DOWN TOPICALTRENDS                    THEN REACT… fast           OUTSIDE THE BOX CRE...
LIKE THESE:
UNILEVER - MAGNUM ICECREAM | Hi-jacking #royalwedding•  Part of US launch was a Twitter marketing campaign using the newly...
TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical
2. BE PART OF THE TREND        “METHOD PLAN”™
Credit: INFLUENCERSFILM.COM
WHO ARE THEY?ACTIVISTS Get involved,charities and so on          movements,                        with their communities,...
ONCE YOU’VE DONE YOUR RESEARCH…     YOU’RE NOW READY TO METHOD PLAN     BEHAVE AS IF you’re meant TO BE THERE
LIKE THESE:
SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS
SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS
SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS
SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS
SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK
VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT
VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW
IN SUMMARY…1. SPOT A SOCIAL TREND            Think like a hijacker2. BE PART OF THE TREND            Method Plan
@katelt	  
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Hi-jacking & Method Planning

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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/

Published in: Business, Technology
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Hi-jacking & Method Planning

  1. 1. HI-JACKING & METHOD PLANNINGWAYS TO EXPLOIT TRENDS
  2. 2. WE DON’T LIVE WITH TECHNOLOGY,WE live IN IT.
  3. 3. DIGITAL IS NO LONGER JUST A WORD.IT’S A WORLD. “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.
  4. 4. CT RT OUUS S CREATIVE RIIO DIRE CU R S MA CU IIVE VE AT AT OR OR SS AB AB LL LL VE R LES LES CO CODO ER ENT ENT REL REL BEL IE PERSUASIVE PERSUASIVE DON’T BEHAVE BUT TRENDS, LIKE WE DO…
  5. 5. INSTEADTHEY’RE LIKEVIRUSES, VERYRARELYCONTROLLED
  6. 6. SO… if you can’tCONTROL A TRENDWHY NOT make it useful?
  7. 7. 2 WAYS TO MAKE TRENDS WORK FOR YOU 1. SPOT A SOCIAL TREND Pre-empting big events or reacting to topical news. Do something unique before everyone else 2. BE PART OF THE TREND Immerse yourself in cultural communities in order to uncover insights that lead to new trends
  8. 8. 1. SPOT A SOCIAL TREND Think like a hijacker…
  9. 9. THINK LIKE A HIJACKER… HUNT DOWN TOPICALTRENDS THEN REACT… fast OUTSIDE THE BOX CREATIVITY ACT CONFIDENTLY, in real-timeASK FOR FORGIVENESS not for permission
  10. 10. LIKE THESE:
  11. 11. 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.
  12. 12. TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical
  13. 13. 2. BE PART OF THE TREND “METHOD PLAN”™
  14. 14. Credit: INFLUENCERSFILM.COM
  15. 15. WHO ARE THEY?ACTIVISTS Get involved,charities and so on movements, with their communities, politicalCONNECTED Have large social networksIMPACT Are looked up to and are trusted by othersACTIVE MINDS Have multiple and diverse interestsTRENDSETTERS Tend to be early adopters (or leavers) in markets
  16. 16. ONCE YOU’VE DONE YOUR RESEARCH… YOU’RE NOW READY TO METHOD PLAN BEHAVE AS IF you’re meant TO BE THERE
  17. 17. LIKE THESE:
  18. 18. SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS
  19. 19. SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS
  20. 20. SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS
  21. 21. SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS
  22. 22. SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK
  23. 23. VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT
  24. 24. VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW
  25. 25. IN SUMMARY…1. SPOT A SOCIAL TREND Think like a hijacker2. BE PART OF THE TREND Method Plan
  26. 26. @katelt  

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