Presentation I gave at the October She Says UK Event - Topic: How to be a Trendspotter If you can't always control trends, then why not make them useful! Here I talk about two ways we can make trends work for us. http://shesaysus.com/events/how-to-be-a-trendspotter/

1. HI-JACKING & METHOD PLANNING
WAYS TO EXPLOIT TRENDS

2. WE DON’T LIVE WITH TECHNOLOGY,
WE live IN IT.

3. DIGITAL IS NO LONGER JUST A WORD.
IT’S A WORLD.
“Digital” once meant a
banner ad or a web site. Not
anymore. Digital is a world in
which we connect, socialize
and learn differently. Where
we travel differently. Where
we look for a job—and even
that special someone—
differently. Digital is not an
outlier sitting on the periphery
of technology: it’s at the very
heart of it.

4. CT
RT
OUUS
S
CREATIVE
RIIO
DIRE
CU R
S MA
CU
IIVE
VE
AT
AT
OR
OR
SS AB
AB
LL
LL
VE R
LES
LES CO
CO
DO ER
ENT
ENT
REL
REL
BEL IE
PERSUASIVE
PERSUASIVE
DON’T BEHAVE
BUT TRENDS,
LIKE WE DO…

5. INSTEAD
THEY’RE LIKE
VIRUSES, VERY
RARELY
CONTROLLED

6. SO… if you can’t
CONTROL A TREND
WHY NOT make it useful?

7. 2 WAYS TO MAKE TRENDS WORK FOR YOU
1. SPOT A SOCIAL TREND
Pre-empting big events or reacting to topical news.
Do something unique before everyone else
2. BE PART OF THE TREND
Immerse yourself in cultural communities in order
to uncover insights that lead to new trends

8. 1. SPOT A SOCIAL TREND
Think like a hijacker…

9. THINK LIKE A HIJACKER…
HUNT DOWN TOPICALTRENDS
THEN REACT… fast
OUTSIDE THE BOX CREATIVITY
ACT CONFIDENTLY, in real-time
ASK FOR FORGIVENESS not for permission

10. LIKE THESE:

11. UNILEVER - MAGNUM ICECREAM | Hi-jacking #royalwedding
• Part of US launch was a Twitter marketing campaign using the newly
released “Promoted Trend ad” & the @MagnumIceCream handle
• Wanted to tie the brand with fashion, technology and pop culture
• 89 million impressions on April 29
• 83,000 clicks on the links it posted
• More than 1,000 retweets
• 270 replies, mentions or direct messages.

12. TUI BEER | YEAH RIGHT CAMPAIGN – Hi-jacking anything that’s topical

13. 2. BE PART OF THE TREND
“METHOD PLAN”™

14. Credit: INFLUENCERSFILM.COM

15. WHO ARE THEY?
ACTIVISTS Get involved,charities and so on
movements,
with their communities, political
CONNECTED Have large social networks
IMPACT Are looked up to and are trusted by others
ACTIVE MINDS Have multiple and diverse interests
TRENDSETTERS Tend to be early adopters (or leavers) in
markets

16. ONCE YOU’VE DONE YOUR RESEARCH…
YOU’RE NOW READY TO METHOD PLAN
BEHAVE AS IF you’re meant TO BE THERE

17. LIKE THESE:

18. SNEAKERPEDIA | MEET KEY SNEAKERHEAD INFLUENCERS

19. SNEAKERPEDIA | LOOK FOR INSPIRATION FROM THE TRENDSETTERS

20. SNEAKERPEDIA | EVERY LITTLE DETAIL MATTERS

21. SNEAKERPEDIA | EMBRACE CULTURE TO UNCOVER INSIGHTS

22. SNEAKERPEDIA | LOOK FOR INSPIRATION AND TWEAK

23. VITAMINWATER | UNCAPPED – DISCOVER WHAT’S NEXT

24. VITAMINWATER | PARTNER UP WITH THOSE IN THE KNOW

25. IN SUMMARY…
1. SPOT A SOCIAL TREND
Think like a hijacker
2. BE PART OF THE TREND
Method Plan

26. @katelt