This document discusses how to "hack" social media strategies by applying principles of hacking. It provides four tips: 1) Take the Headline Test to ensure an idea is worth sharing; 2) Solve a Problem by finding existing problems to address; 3) Do it for Real by executing campaigns that are genuine, not fake; 4) Find a Cultural Tension to connect with popular culture. The overall message is that non-traditional marketing through genuine social media campaigns that solve problems or engage culture can create viral, "earned media" successes.

1. HACKING SOCIAL MEDIA:
THE CASE OF TWEETING BRA
Dimitris Savvakos, Creative Director, OgilvyOne Athens

2. Advertisers should become hackers!

3. David Ogilvy Richard Stallman

4. Why hacking?

5. Hacking = Exploring the limits of
what is possible, thereby doing
something exciting & meaningful

6. Life Hacking / Growth Hacking

7. The problem with
traditional marketing

8. Traditional Media = Promoting
Large Budgets & Interruptive

10. Social Media
• Pervasive networks
• Sharing of content
• Democratised
information

11. Avalanche Effect
=
Earned Media

15. How can we achieve that?

16. Applying the rules of hacking into your
SOCIAL MEDIA STRATEGY

18. Take the Headline Test
Tip 1

19. Is my idea worth writing about it?

20. As soon as you have an
idea, write it down in the
same way the media
would write on it.
Tip 1

21. Solve a Problem
Tip 2

22. “The world is full of fascinating
problems waiting to be solved”
Eric Steven Raymond

23. Find an existing problem
and try to actually solve it.
Tip 2

24. Do it for Real
Tip 3

25. They wanted to tell the world:
“Look how wonderful this is. I bet you
didn't believe this could be done.”
Richard Stallman

26. All the campaigns that
received intense media
coverage, they were no
fake. They did it for real.
Tip 3

27. Find a Cultural Tension
Tip 4

28. Connect with people
by finding relevance
to the popular culture.
Tip 4

29. Summary

30.
(How to HACK social media).
Take the
Headline Test
Find the
Cultural
Tension
Solve a
Problem
Do it for
Real

31. And never forget to…

32. take the
RISK

33. “Your next frontier isn't
to get more efficient,
it's to get more brave.”
Seth Godin

34. !
THANK YOU
social.ogilvy.com @savvakos