Just like improv is all about creating powerful performances that amaze audiences on the fly, real-time marketing revolves around creating the powerful content that connects with consumers in a specific context. Listening, acting fast and being relevant are key elements to incite a wow-effect among your audience. But what happens if your efforts aren’t well orchestrated? Candice Vanhacht, our very own star of improv, shows how hugely effective great ideas can be if done well, but also how embarrassing they can be if not executed correctly.

1. The power of Newsjacking
19/3/2015
With CandiceVanhacht
FRIDAY SESSION #75
@Cleverwood
#FridaySession

2. « Everybody » is on Social Media
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Facebook :
1,3 billion
Twitter :
284 million
Google + :
343 millionInstagram :
300 million

3. So brands too…
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4. What do brands talk about the most ?
 Themselves !
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5. Why are people on SM ?
 Get connected to people (friends,
colleagues, influencers,…)
 Have fun
 Hear the news
 Discuss/react on the news
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6. How to connect with them ?
 Make them have fun,
 discussing with their friends
 about the news !
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7. Real Time Marketing Vs Newsjacking
 Real Time Marketing:
marketing technique based on a specific
experience of the product
 Newsjacking: marketing technique based
on the appropriation of the news at the
advantage of the brand
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8. Newsjacking characteristics
 Has to be fast
 Has to be relevant (funny or shocking)
It needs:
 Reactivity
 Flexibility
 Adaptability
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9. The power of repartee
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10. Too late…
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11. Well done, Oreo… 
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12. Different types of Newsjacking
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13. 1. Regular Foreseen Events
 Every event you know is going to happen
on a regular basis
 Christmas, SuperBowl, April Fools’ day,
Valentine, Easter, Elections, 21st of July,…
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14. 1. Regular Foreseen Events
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15. 2. Unique Foreseen Events
 Every event you know is going to happen
or could happen but only once
 Movie release, WorldCup in Brazil, birth of
a child, victory or defeat,…
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16. 2. Unique Foreseen Events
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17. 3. Unforeseen Events
 You couldn’t know it would happen
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18. 3. Unforeseen Events
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19. 4. General Buzz
 Themes, memes which became buzz
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20. 4. General Buzz
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https://www.youtube.com/watch?v=6w4Gqt-ljb4

21. 4. General Buzz
 White and gold dress
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22. 4. General Buzz
 White and gold dress
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23. 4. General Buzz
 White and gold dress
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24. 5. Newsjacking done by fans / non fans
 Consecration or disaster
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25. 5. Newsjacking done by fans / non fans
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26. A risky game – Case 3 Suisses
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27. A risky game : Case 3 Suisses
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28. A risky game : Case 3 Suisses
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29. A risky game – Case KLM
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30. How to do good newsjacking?
 Listen: monitor
 Create: copy + graphist
 Publish: validation process
 Push: use ads
Bonus
 Have a « War Room »
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31. Can you measure newsjacking?
 KPI’s ?
 ROI ?
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32. It’s time to train… 
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33. See you next Friday Session
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