Warren  Bea(y  should’ve  gone  to  Specsavers.

@claytonjay101

Should’ve gone to

This  week’s  digital  marke=ng  success  story  is  about  the  Optometrist  Specsavers  Australia  and  how  a  simple  Newsjacking  went  viral  on  Facebook.  

@claytonjay101

@claytonjay101

What  on  Earth  is  Newsjacking?

The  prac=ce  of  capitalizing  on  the  popularity  of  a  news  story  to  amplify  your  sales  and  marke=ng  success.

Photo courtesy of David Meerman Scott’s website on Newsjacking

found here.

When  there  is  breaking  news  with  a  lot  of  a(en=on,  you  know  like  someone  reading  the  wrong  card  for  Best  Picture  at  the  Oscars,  you  quickly  and  cleverly  inject  your  company  into  the  conversa=on  to  ride  the  wave  of  public  interest.    

Basically,  anyone  searching  or  interested  in  that  event  will  hopefully  find  you.

@claytonjay101

When  Newsjacking  on  Facebook,  you  put  out  a  Facebook  post  (one  or  more)  to  gain  more  exposure  for  your  business’  Facebook  page.  This  hopefully  gets  new  business  and  picks  up  new  followers  that  come  back  aMer  the  story  is  over.

@claytonjay101

Specsavers  Australia  makes  the  case  every  business  should  try  this.  

What  We  Learn  From  Specsavers  

A  simple  and  effec=ve  way  to  execute  ‘Newsjacking’  on  Facebook.

@claytonjay101

Example  

The  Specsavers  Australia  Facebook  post  released  only  hours  aMer  the  Oscars  Best  Picture  announcement  mix  up.

@claytonjay101

In  case  you  missed  it,  the  wrong  winner  was  ini=ally  announced  as  the  Oscars’  Best  Picture  winner.

@claytonjay101

It  got  over  4,000  shares  and  25,000  likes  because  it  was:  

1. Funny — Not  just  the  blurry  picture  but  the  post  descrip=on  above  it.  La  La  Land  was  originally  announced  as  the  Best  Picture  winner.  

2. Timely — Released  almost  immediately  aMer  the  Oscars  mixup,  Specsavers  got  in  at  the  beginning  of  news  coverage  and  public  interest  on  the  topic.  

3. A  perfect  fit  for  their  marke6ng  message — AMer  a  bad  sports  call,  how  many  =mes  have  you  heard  someone  say,  “How  was  that  a  foul???  Get  that  ref  some  glasses”  or  “A  strike?!  Get  your  eyes  checked”.  Specsavers  has  been  pubng  out  funny  content  around  this  idea  that  people  do  crazy  or  funny  things  when  they  have  bad  vision,  therefore,  they  should’ve  gone  to  Specsavers.

@claytonjay101

Why  Was  Was  Everlane’s  Instagram  Story  Effec6ve?

By  The  Way…Follow  me  on  Instagram  if  you  aren’t  already    

I’m  mix  things  up  all  the  8me  like  the  Oscars  (I  don’t).

@claytonjay101

@claytonjay101

The  Bigger  Picture  

When  the  right  newsjacking  opportunity  hits,  strike.  

@claytonjay101

Not  quite  to  the  Oscars  mixup  threshold,  since  it’s  such  a  big  pop  culture  event,  but  opportuni=es  rou=nely  and  predictably  present  themselves.  

Remember  when  the  lights  went  out  at  the  2013  Superbowl?  Oreo  responded  very  quickly  and  it  was  said  they  won  the  marke=ng  Superbowl.  

@claytonjay101

News  Happens  All  The  Time

Agility  and  crea=vity  are  in  the  very  DNA  of  every  small  company.    

If  deployed  against  Newsjacking,  you  might  be  able  to  come  up  with  generic  ideas  that  if  news  somewhat  related  to  your  product  or  service  happens,  you  strike.

@claytonjay101

Click  here  for  Hubspot’s  in-­‐depth  guide.

@claytonjay101

Want  a  Newsjacking  Blueprint?

If  anyone  remembers  that  moment  when  Steve  Harvey  made  his  famous  mistake,  you  will  appreciate  this  tweet  in  light  of  the  Oscars’  screw  up.

@claytonjay101

Bonus  Oscars’  Newsjacking  From  None  Other  Than  The  Miss  Universe  Pageant

@claytonjay101

Bonus  Meme

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