Newsjacking with Twitter: How to build brand awareness and relevance by monitoring the news through social

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In May we got over 300 pieces of coverage for one of our clients (and a link on the BBC) through newsjacking. If you're interested to find out a little more about what we did - and how, these slides should help. If you'd like us to help you or your brand through newsjacking, please email me at rachel.besenyei@brandcontent.co.uk ------ Newsjacking is not a new concept, but still isn’t used to its best effect. This webinar shows how social networks such as Twitter can be instrumental in spotting relevant conversations for brands to join in on, as well as giving guidance on how to use Twitter for effective newsjacking (both on the platform and feeding into PR).

Marketing

RACHEL BESENYEI
Head of Social, BrandContent

So what IS “newsjacking”?
• Term coined by
David Meerman
Scott
• “The art & science
of injecting your
ideas into a
breaking news story
to generate tons of
media coverage, get
sales leads, and
grow business”
Rachel Besenyei April 2020

Rachel Besenyei April 2020
CREDIT: David Meerman Scott

Newsjacking on Social includes…
1. Finding the opportunities more quickly and easily
(sometimes even before journalists) than reading &
refreshing the news
2. Making the most of these opportunities (in a format that
resonates with your audience)
3. Amplifying your PR & offline efforts
Rachel Besenyei April 2020

Early era newsjacking (2010s)
Rachel Besenyei April 2020

#WagathaChristie
Rachel Besenyei April 2020

@RealDonaldTrump
Rachel Besenyei April 2020
• During the Democratic National
Convention, Trump was following
the action on television and
tweeting his thoughts about what
the speakers were saying in real-
time
• Many of the media stories coming
out of the convention included
Trump’s take

@RealDonaldTrump
Rachel Besenyei April 2020

Back to that Oreo example…
Rachel Besenyei April 2020
• Retweeted almost 15,000 times (of which
10,000 in the first hour)
• Twitter following increased by about
8,000 people
• Nearly 20,000 likes on Facebook
• Oreo went from having 2,000 Instagram
followers pre-game to 36,000, with more
than 16,000 pictures submitted by
consumers as votes for "Cookie" or
"Creme"

Find news to jack
• Monitor keywords, phrases & trending words
• Use Tweetdeck to monitor keywords for a range of
clients/topics all at once
• Follow journalists, media outlets and influencers in your
areas
• Follow hashtags (and keep an eye on which are trending)
• Be open to serendipity!
Rachel Besenyei April 2020

Plan to be spontaneous
• We are more instantaneous than ever! Realtime means that
news breaks over minutes (sometimes seconds) and not
days
• Weave newsjacking & news monitoring into your daily
routine – and make it the first thing you do every day
• Train your team: create guidelines
• Who will be your go-to spokesperson?
• Who will create design assets or write copy?
• Who will ‘sign off’ on what gets published? If anyone?
Rachel Besenyei April 2020

Monitoring the news
Rachel Besenyei April 2020

Plan ahead: The Oscars
Rachel Besenyei April 2020

Plan ahead: The Archers
Rachel Besenyei April 2020

Tone of voice
Rachel Besenyei April 2020

Rework what you’ve got!
Rachel Besenyei April 2020

Don’t shy away from difficult topics
Rachel Besenyei April 2020

Avoid negative stories
Rachel Besenyei April 2020

...Unless you have a legitimate link
• 45,600 followers
• Several new in-bound leads
• Mitch Jackson is a lawyer –
proof that anyone in any
industry can make
newsjacking work for them
Rachel Besenyei April 2020

Rachel Besenyei (@rachelbesenyei)
rachel.besenyei@brandcontent.co.uk
Rachel Besenyei April 2020

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Newsjacking with Twitter: How to build brand awareness and relevance by monitoring the news through social

1. How to build brand awareness & relevance by monitoring the news through Social Rachel Besenyei April 2020

2. RACHEL BESENYEI Head of Social, BrandContent

3. So what IS “newsjacking”? • Term coined by David Meerman Scott • “The art & science of injecting your ideas into a breaking news story to generate tons of media coverage, get sales leads, and grow business” Rachel Besenyei April 2020

4. Rachel Besenyei April 2020 CREDIT: David Meerman Scott

5. Newsjacking on Social includes… 1. Finding the opportunities more quickly and easily (sometimes even before journalists) than reading & refreshing the news 2. Making the most of these opportunities (in a format that resonates with your audience) 3. Amplifying your PR & offline efforts Rachel Besenyei April 2020

6. … all whilst 1. Being more creative (and even more visual) 2. Improving your brand’s reputation 3. Building out a unique tone of voice 4. Driving organic traffic back to your site Rachel Besenyei April 2020

7. Rachel Besenyei April 2020

8. Early era newsjacking (2010s) Rachel Besenyei April 2020

9. Early era newsjacking (2010s) Rachel Besenyei April 2020

10. Early era newsjacking (2010s) Rachel Besenyei April 2020

11. #WagathaChristie Rachel Besenyei April 2020

12. #WagathaChristie Rachel Besenyei April 2020

13. #WagathaChristie Rachel Besenyei April 2020

14. #WagathaChristie Rachel Besenyei April 2020

15. #WagathaChristie Rachel Besenyei April 2020

16. @RealDonaldTrump Rachel Besenyei April 2020 • During the Democratic National Convention, Trump was following the action on television and tweeting his thoughts about what the speakers were saying in realtime • Many of the media stories coming out of the convention included Trump’s take

17. @RealDonaldTrump Rachel Besenyei April 2020

18. Back to that Oreo example… Rachel Besenyei April 2020 • Retweeted almost 15,000 times (of which 10,000 in the first hour) • Twitter following increased by about 8,000 people • Nearly 20,000 likes on Facebook • Oreo went from having 2,000 Instagram followers pre-game to 36,000, with more than 16,000 pictures submitted by consumers as votes for "Cookie" or "Creme"

19. Find news to jack • Monitor keywords, phrases & trending words • Use Tweetdeck to monitor keywords for a range of clients/topics all at once • Follow journalists, media outlets and influencers in your areas • Follow hashtags (and keep an eye on which are trending) • Be open to serendipity! Rachel Besenyei April 2020

20. Plan to be spontaneous • We are more instantaneous than ever! Realtime means that news breaks over minutes (sometimes seconds) and not days • Weave newsjacking & news monitoring into your daily routine – and make it the first thing you do every day • Train your team: create guidelines • Who will be your go-to spokesperson? • Who will create design assets or write copy? • Who will ‘sign off’ on what gets published? If anyone? Rachel Besenyei April 2020

21. Monitoring the news Rachel Besenyei April 2020

22. Monitoring the news Rachel Besenyei April 2020

23. Plan ahead: The Oscars Rachel Besenyei April 2020

24. Plan ahead: The Archers Rachel Besenyei April 2020

25. Make it relevant Rachel Besenyei April 2020 1. How are you related to the news? 2. Is this something your current audience/buyers would be interested in? 3. Are they already talking about it? 4. Is it something that a potential new/future audience would be interested in? 5. Does it showcase the values you’d like the brand to be associated with?

26. #Megxit Rachel Besenyei April 2020

27. Tone of voice Rachel Besenyei April 2020

28. Develop a ‘brand persona’ Rachel Besenyei April 2020

29. Be authentic Rachel Besenyei April 2020

30. Be authentic Rachel Besenyei March 2020

31. Rework what you’ve got! Rachel Besenyei April 2020

32. Don’t shy away from difficult topics Rachel Besenyei April 2020

33. Rachel Besenyei April 2020

34. Avoid negative stories Rachel Besenyei April 2020

35. ...Unless you have a legitimate link • 45,600 followers • Several new in-bound leads • Mitch Jackson is a lawyer – proof that anyone in any industry can make newsjacking work for them Rachel Besenyei April 2020

36. Rachel Besenyei (@rachelbesenyei) rachel.besenyei@brandcontent.co.uk Rachel Besenyei April 2020

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