The principles behind well timed communication and rapid response content, plus a few tips on how to make it all happen. A workshop presented at Digital Shoreditch 2013 by Jani Cortesini

1. #TRENDJACKING
like you mean it
Jani Cortesini
Digital Shoreditch
22nd May 2013
@jcortesini
www.trendjacking.com

2. #trendjacking

4. MANY EXAMPLES AND DOERS

5. THE ESSENCE MATTERS

6. WE REFER TO IT AS TRENDJACKING

7. TREND = The general direction in which
something tends to move, be that news, culture,
events, moments in time
TRENDJACKING = embedding brands into the
right set of general directions in order to get people
talking and connecting with us

8. SO WHAT WILL YOU GIVE ME?

9. 3 WISE PRINCIPLES OF THE TRENDJACK
A JUICY MODEL
WHERE TO BEGIN

10. 1.

11. DOMINATING MEDIA
COVERAGE
STEALING THE SPOTLIGHT

13. WE’RE ACTUALLY PLAYING IN CULTURE
http://www.flickr.com/photos/athalfred/6330836340/lightbox/

14. JOINING THE RIGHT CONVERSATIONS

15. PLAYING AN ACTIVE PART IN WHAT IS HAPPENING IN THE WORLD
http://www.flickr.com/photos/crsan/3697785107/lightbox/

16. THIS STUFF MATTERS

17. THE BEST TRENDJACKS AMPLIFY GREAT BRAND
PURPOSES

22. BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE AND
YOUR
RELEVANCE IN EVERYDAY CULTURE
Why do your product and brand exist?
What interesting point of view are you going to express?
What cultural contexts are you going to participate in?

23. BEFORE YOU TRENDJACK, ESTABLISH YOUR PURPOSE AND
YOUR
RELEVANCE IN EVERYDAY CULTURE
Why do your product and brand exist?
What interesting point of view are you going to express?
What cultural contexts are you going to participate in?
How will trendjacking work for your
brand?

27. 2.

28. SURPRISE, WE ARE DROWNING IN NEWS
http://www.flickr.com/photos/59183619@N00/404821609/

29. MORE NOISE REQUIRES MORE RUTHLESS
SELECTION
http://www.flickr.com/photos/26632273@N06/2947240629/lightbox/

30. QUALITY SELECTION AND ANGLE BEAT QUANTITY

31. THE OSCARS

37. WHICH ONE?

38. MEET YOUR JUICY MODEL

39. BREAKING AND
TRENDING NEWS
Unforeseeable events
we can rapidly
leverage
MOMENTS IN TIME
Events, celebrations
activities, that fit our
cultural contexts
BRAND PURPOSE
Cultural contexts we
can play a credible role
in
EDUCATED GUESSES
PLAN
RESPOND
1
2
3
RESPOND
PLAN
EDUCATED GUESSES

40. BREAKING AND
TRENDING NEWS
Unforeseeable events
we can rapidly
leverage
MOMENTS IN TIME
Events, celebrations
activities, that fit our
cultural contexts
BRAND PURPOSE
Cultural contexts we
can play a credible role
in
EDUCATED GUESSES
PLAN
RESPOND
1
2
3
RESPOND
PLAN
EDUCATED GUESSES

41. 3.

42. SPONTANEOUS IS BEAUTIFUL
http://www.flickr.com/photos/ttsjl/2795936765/lightbox/

43. RAW AND GENUINE IS BEAUTIFUL

44. SO JUST JUMP IN
http://forums.photographyreview.com/photo-project-forum/june-project-water-play-44158.html

51. WHEN SPINNING FAST IT’S EASY TO FALL
http://www.flickr.com/photos/10745168@N06/4560894693/

55. MEASURE THROUGH THE LENS OF YOUR
PURPOSE…
…BUT REMEMBER SILENCE CAN BE
GOLDEN

56. THE PURPOSE
RUTHLESS SELECTION AND ORIGINALITY
SPEED AND AGILITY
So, we have spoken about…

58. A MINDSET
START SMALL
EVERYONE PARTICIPATES

59. WELCOME FAILURE
Fall down seven times, get up eight (Japanese Proverb)

60. PLAY, FAIL, LEARN
www.facebook.com/themoalition

61. START SMALL
http://paolodiegosalcidoart.photoshelter.com/image/I0000uhOtWgjR_cM

64. EVERYONE PARTICIPATES

66. SHARE THE LOVE
www.trendjacking.com

68. THE PURPOSE
RUTHLESS SELECTION AND
ORIGINALITY
SPEED AND AGILITY

69. THE PURPOSE
RUTHLESS SELECTION AND
ORIGINALITY
SPEED AND AGILITY
A MINDSET
START SMALL
EVERYONE PARTICIPATES

72. #TRENDJACKING
like you mean it
Jani Cortesini
Digital Shoreditch
22nd May 2013
@jcortesini
www.trendjacking.com