We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story ...Distilled
We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.
SearchLove San Diego 2018 | Ryan Charles | Newsjacking: How To Add to the Sto...Distilled
We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.
Imposter Syndrome and the Art of Being WrongMelissa Benua
Women tend to take fewer risks than men - both in their careers and otherwise. However, that gap in risk-taking can lead to more 'missed chances' for advancement and leadership. Our goal with this presentation is to help women learn to identify opportunities where not taking risks or feeling like an imposter has held them back. To identify 'safe' risk-taking opportunities (like asking questions in a big meeting). To challenge the negative thinking associated with failure, and to learn to reframe as positive growth opportunity. And finally, to learn when to trust your gut and when to let your brain override your instincts. Everyone - especially women - should practice taking safe risks every day to help combat the insidious challenge of imposter syndrome!
Newsjacking: inhaken op actuele gebeurtenissen in real time mediagonniespijkstra
Newsjacking: inhaken op actuele gebeurtenissen in real time media. Voorbeelden van B2C newsjacking en natuurlijk ook C2C newsjacking op earned media.8 manieren om in je uiting te verwijzen naar het actuele thema. Effectiviteit van inhakers.
SearchLove Boston 2018 - Ryan Charles - Newsjacking: How To Add to the Story ...Distilled
We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.
SearchLove San Diego 2018 | Ryan Charles | Newsjacking: How To Add to the Sto...Distilled
We live in a world of real-time news and instant responses. As marketers, this gives us more opportunity than ever to become part of a story and earn links. It’s more affordable and less time consuming than you think, and anyone can do it. But using that tool comes with its own risks, special considerations, and unique rewards, as Ryan Charles found out. After years of newsjackings both big and small, his team completely newsjacked the news of the San Diego Chargers NFL franchise relocating to L.A. Learn from Ryan on how to potentially facilitate big, viral moments, how to best manage them when you get one, and how to add to the story without being a “Newsjackass”.
Imposter Syndrome and the Art of Being WrongMelissa Benua
Women tend to take fewer risks than men - both in their careers and otherwise. However, that gap in risk-taking can lead to more 'missed chances' for advancement and leadership. Our goal with this presentation is to help women learn to identify opportunities where not taking risks or feeling like an imposter has held them back. To identify 'safe' risk-taking opportunities (like asking questions in a big meeting). To challenge the negative thinking associated with failure, and to learn to reframe as positive growth opportunity. And finally, to learn when to trust your gut and when to let your brain override your instincts. Everyone - especially women - should practice taking safe risks every day to help combat the insidious challenge of imposter syndrome!
Newsjacking: inhaken op actuele gebeurtenissen in real time mediagonniespijkstra
Newsjacking: inhaken op actuele gebeurtenissen in real time media. Voorbeelden van B2C newsjacking en natuurlijk ook C2C newsjacking op earned media.8 manieren om in je uiting te verwijzen naar het actuele thema. Effectiviteit van inhakers.
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If you answered yes to any of those items–this is the talk for you.
We will define and discuss risk as a tangible metric, striving to break it down into components that you can use to talk to developers, product owners, business people, and any other stakeholders. Having a common language of what risk is and what it's made of allows us to decide what we should test and when we should test it–and then communicate that to our stakeholders. We will also talk about building a risk matrix and why we should even bother. Included will be a heavy dose of jokes, anecdotes, and pictures of my cats.
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This lesson will help you to:
1. Define your personal brand story
2. Build your brand story
3. Increase your visibility by storytelling
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To schedule a strategy session with me to find out your best next steps, visit dalethomasvaughn.com/media-training
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I'm a big believer in teaching people how to fish, rather than simply catching fish and selling them to you (which is what publicists do). Most small companies and nonprofits can't afford and frankly don't need a publicist or PR firm - they just need the tools and the confidence to try to book themselves. That's what I love to do for entrepreneurs and nonprofit leaders. Take the skills in-house and you'll have the ability to get media attention forever going forward.
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Get the full course here: www.theplaybook.co
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You can use this story anywhere though to talk about your work and purpose, on your Twitter bio or over coffee with a potential partner. When you tell people about the work you do and why it matters, you'll no longer shrink of hesitate, you'll stand tall knowing that what you're doing is vital in the world.
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f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
18. HOW DO YOU SPOT AN OPPORTUNITY?
▸ Train your mind
▸ Listen to and read lots of news
everyday
▸ Shift your lens
▸ Be on the lookout (hello
Google Trends)
▸ Who’s not covering it? See if
you can fit their beat
▸ An old, tired news story
(a “never-ending story”)
▸ A series
▸ Your connection
19. HOW DO YOU DECIDE IF YOU SHOULD GO FOR IT?
1. Do you have a connection?
2. Do you have an original angle?
3. Can you ship this in 0-24 hours?
4. Can you offer some value?
5. Are you willing to take the risk to your brand reputation?
6. Are you gonna be a “Newsjackass”?
20. DO YOU HAVE A CONNECTION?
▸ It’s best if you have some sort
of connection
▸ Geographic
▸ Personal connection
▸ Interest
▸ Fandom
▸ Relevant to what you do
▸ The competition
▸ Varying degrees of
connection required
▸ If it feels like a stretch, it
probably is
ONE
21. DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE?
▸ It needs to be unexpected
▸ Spark curiosity
▸ Gets a laugh just from the headline
TWO
22. DO YOU HAVE AN ORIGINAL, UNIQUE ANGLE?
▸ Imagine your potential newsjack as a headline:
TWO
23. CAN YOU SHIP IT WITHIN 24 HOURS?
▸ Newsjacking is a race
▸ You have to act fast to catch
the wave
▸ Even if there’s lots of coverage
THREE
24. CAN YOU OFFER SOME VALUE?
▸ Monetary
▸ Comedic
▸ Emotional
▸ Societal
FOUR
25. ARE YOU WILLING TO TAKE THE RISK
TO YOUR BRAND REPUTATION?
FIVE
Smaller brands can take bigger risks than bigger brands
‣ The three main potential benefits of newsjacking:
‣ Brand awareness
‣ Links
‣ $$$
‣ Big brands get brand awareness and authority, while smaller brands usually won’t
26.
27. WAYS TO MITIGATE THE RISK
▸ Get feedback first
▸ Intimately understand the nuances of the story
▸ Evaluate public opinion
▸ Stay neutral, if at all possible
28. IF YOU WANT TO TAKE A STAND
▸ Newsjacking is a smart
way to do this
▸ 66% of consumers want
brands to take a stand
29. TAKE THE RISK
▸ Talked to colleagues,
friends, and family
▸ Evaluated public opinion
31. (n(y)o͞oz jak-ass) (n.)
NEWSJACKASS
One who misleads the media regarding a current
event, or one who trivializes or capitalizes on a current
event without thought to the participants, or without
backing their newsjack with value.
40. HOW TO CREATE A NEWSJACK
▸ Examples of things you can do:
▸ Free offer (a product or service)
▸ Boycott/protest
▸ Refusal of service
▸ Event
▸ Witty Tweet
▸ Comedic commentary
▸ Survey data/Expert opinion
▸ Charitable service
41. HOW TO CREATE A NEWSJACK
▸ Fully establish your campaign
▸ Make sure you have a visual: graphic, video, anything
▸ Vanity domain
▸ Relevant content connected to story
▸ Show that you understand the story
▸ Try and be as lighthearted and even keel with your
content as possible
▸ Cover yourself legally
▸ Don’t get owned
▸ Have the next step or “layer of
the onion” ready
43. HOW TO PITCH IT
▸ Journalists know what you’re doing
▸ Don’t act high and mighty
▸ Don’t be heavy-handed about it. More of a wink and a nod
▸ Get to the point
▸ Let THEM form an opinion
▸ Don’t forget to have the next layer of the onion ready
64. WWMYC TIMELINE
Wednesday
7 p.m.
Rumors of Chargers
move reported
JAN 10TH JAN 11TH
Thursday
8 a.m.
Official announcement. Stories are
being published like crazy
8:01 a.m.
Many people in our office are pissed
11 a.m.
Idea to newsjack hits
Noon
Discussion if we should do this
4 p.m.
Start calling movers and got first
five movers on-board
5 p.m.
Start developing website
JAN 14TH
Sunday
1 p.m.
NBC sports online
interview
6 p.m.
NBC 7 San Diego
evening news
JAN 15TH
Monday
JAN 16TH JAN 17TH
Tuesday Wednesday
JAN 12TH
Friday
9 a.m.
Getting more
movers on-board
11 a.m.
Website launches
12:35 p.m.
Starting pitching
2:05 p.m.
Interest from
Union Tribune
3:30 p.m.
First article is
published
65. RESULTS OF WWMYC
50K+
SHARES
421
BACKLINKS
110
LRDs
$1,195
W SALARY
$715
W/O SALARY
30+
RADIO STORIES
25+
TV/VIDEO
100+
TOTAL STORIES
54
AVG. DA
$10.86
CPL
$7
CPL
66. ▸ Be prepared for your
interviews
▸ Imposter syndrome might hit
hard
▸ Ignore the haterz
▸ Prepare a damage control
team
▸ Prepare any follow ups
HOW TO HANDLE IT
67. ▸ Get your story straight
▸ Study the event/issue from all sides
▸ Prepare for questions like:
▸ Why are you doing this?
▸ Have they taken you up on your offer?
▸ Do you think it will work?
▸ What about the people on the other side of
this that don’t agree with you?
▸ Again, don’t act high and mighty
▸ Have fun with your interviews, be
honest
▸ You’re always on the record
▸ Don’t be coerced into saying
provocative things if you don’t want to
INTERVIEWS
HOW TO HANDLE IT
68.
69. ▸ After it goes viral, imposter
syndrome might hit hard
▸ Especially when the haterz
come out
IMPOSTER SYNDROME
HOW TO HANDLE IT
76. DAMAGE CONTROL TEAM
HOW TO HANDLE IT
▸ Get everyone in your company on
the same page
▸ High fidelity message from all
participants
▸ One point of contact for the media
77. THANKS FOR STOPPING BY
▸ Underused tool in the digital marketer's
toolbox
▸ Affordable way to earn big links and/or
create brand awareness
▸ Anyone can technically do this
▸ Ask the 6 questions
▸ Be prepared, be fast, don’t be a
“newsjackass”