Newsjacking

Over the past few weeks I've been impressed by a number of "PR" campaigns, some big and some small that have seized opportunities to ride on the back of breaking news stories or the success of others.

The concept is not new but the term, newsjacking, was one I was unaware of until recently.

There's not yet a Wikipedia or dictionary definition for Newsjacking but David Meerman Scott, the American online marketing strategist, sums it up beautifully in his book Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business."

It's a phenomenon that relies on the internet and social media to make best use of it's effect and is potentially one of the most useful tools that small businesses could use in creating a big impression on a large scale at no or relatively low cost

Take the example of Googies Art Cafe in Folkestone. Last week owner Keith Holland got out his chalks and wrote a simple message on the A board that stands outside his café. Having read the news breaking that morning and obviously not impressed that Starbucks had only paid a total of £8 million in UK tax in 14 years despite turning over more than £3 billion in the UK in the same period, Keith's message to the good people of Folkestone was simple…

"We pay our taxes and still make better coffee than Starbucks"



Keith didn't stop there though. It would have been very easy to rest on his laurels but Keith is obviously made of better stuff. A quick upload to Facebook and the newsjack had begun.

Less than a week later the photo has had thousands of likes and shares on Facebook, been the subject of a number of blogs and spawned a Campaign for Real Coffee page which has attracted a further 260 likes in addition to his main Facebook business page which now has over 2300 likes and rising

At a time when most independent business people are moaning about lack of time or budget to market their business an example like this makes it pretty clear to me that actually what's lacking has more to do with a lack of ideas, initiative and a willingness to grab hold of the opportunities staring you in the face.

There are stories like the Starbucks tax scandal appearing in the news every day. All it takes for you to take advantage of them is a few minutes of your time and a quick upload to your social medium of choice.

I for one am inspired. What about you? Do you have any other examples of newsjacking you can share or ideas that others could use in their business. Maybe you're ahead of the game in which case I'd love to hear the story and how you got on.

In the meantime I'm off to scour the papers.

John Paul

johnpaul-94865

Newsjacking

Barcelona remains one of my favourite European cities - the restaurant you describe and link to certainly has a labyrinthine quality about it, there again so does the Barri Gotic quarter, with its tight side streets and alleyways east of the Las Ramblas.

0 comments

Mike Turner

miketurner

Newsjacking

On the theme of stairwells Los Caracoles in Barcelona is absolutely nuts. You squeeze through a narrow bar, down and upstairs through one of the hottest kitchens I've ever been in (there is a huge wood fired oven and hob in the middle of it) to a labyrinth of rooms on various floors. The first video on this YouTube search result is their promo video which makes it look very appealing. The second however gives you a better impression of the crazy journey you make to get to your seat and back

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anila nwesigwa

anilanwesigwa1-711954

Newsjacking

Hello Dearest One Mi nombre es Anilan Omoro tengo 24 años de edad Chica, me gustaría tener una buena relación con usted me gustaría saber más acerca de usted, y si no te importa, aquí está mi correo electrónico (anilanwesigwaa2@hotmail.com) me escribe para que yo pueda darle mi imagen para que sepas que yo soy, yo creo que podemos pasar de aquí, tengo algo importante que decirte, estoy esperando saber de usted. amigo tuyo Nueva Anilan Omoro. ................................................................... Hello Dearest One My name is Anilan Omoro am 24 years old girl,i will like to have a good relationship with you i will like to know more about you,and if you don't mind, here is my Email (anilanwesigwaa2@hotmail.com) write me so that i can give you my picture for you to know whom i am,i believe we can move from here,I have important thing to tell you,I am waiting to hear from you .Yours New friend Anilan Omoro.

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John Paul

johnpaul-94865

Newsjacking

I remember the Marquee, good place and the Wag - not far from Wong Kei's (another good place, if you like stairwells). I love the way the ground floor seems largely closed to the public, with all the Peking Duck, you have to travel through the ground floor kitchen to the upper or lower floors before you can get a seat.

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Mike Turner

miketurner

Newsjacking

In 1977-78 I used to frequent the Ship in Wardour Street enroute to gigs at the Marquee club. Keith Moon was also a regular. I met him on a number of occasions. Quite a character.

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John Paul

johnpaul-94865

Newsjacking

...You know, those four guys: Daltry, Townsend, Entwistle and Moon(er), who although an excellent drummer, like Jones, came a cropper on The Old Grey Whistle Test.

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Mike Turner

miketurner

Newsjacking

The who?

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John Paul

johnpaul-94865

Newsjacking

The Who wrote something about that - 'Getting in Tuna'... 'I'm in Tuna, right in tuna'...

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John Paul

johnpaul-94865

Newsjacking

Sounds better than carjacking - if you carjack, you leave someone without a car (and a jack). That can create havok in peoples lives (I like walking and public transport as a general rule). But, if you newsjack - you could potentially be leaving scores of people without news, no real damage done at all but still a missing nice to have.

1 comments

Keith Holland

keithholland1-711633

Newsjacking

On my previous post I made the presumption that the local press had shown little interest in the story. The Folkestone Herald was in the shops today with this on page two. So I stand corrected but I was not asked to comment

2 comments

Mike Turner

miketurner

Newsjacking

Thank you Keith It's great to hear from the horses mouth exactly what the effect of your "newsjack"has been so far. Needless to say we're in awe of your action and the response it has generated. I assume your staff member has been suitably rewarded for their initiative. Great news re the new website and it's potential for joint ventures with other local independents. Have you thought perhaps of extending that cooperation beyond coffee shops to other independent retailers? Clare Rayner runs an excellent setup called the Retail Champion part of which is a collaborative campaign called Independent Retailer Month. It might be worth getting in touch particularly as I know she has an "Independent Christmas" campaign coming up. As you may have seen from the comments above John Murray and I have plans to come and visit your cafe in November. Another thing you may want to consider publicity wise is hosting a networking event. Whether a bunch of Ecademy people or perhaps other local business people. Either way there's the opportunity for further publicity. I've included your video below embedded into the post rather than as a link. You'll have to keep us posted with regards to any future developments. Thank you once again for your post and good luck in your business. A Googies Coffee A GOOGIES COFFEE. from joel snowman on Vimeo.

0 comments

Keith Holland

keithholland1-711633

Newsjacking

I really wish I could take the full credit for the A Board message . It was in fact a member of my staff who did this. His role in part is to look at ways of increasing footfall, he sent me a photo, initially to tempt passers by into the cafe I then posted it on Facebook and tweeted it out. We have been amazed by the interest in the photo which included a phone call from BBC South East, who in the end never got out to us. Local Papers have shown very little interest even though many people contacted them. I myself spoke to one of the editors of a local paper but they showed very little interest. What we found locally was that members of the Googies FB page liked it, shared it then moved on. With an exception of a few who got behind the campaign and really pushed it forward. The comments section on the photo revealed that the majority of comments came from people too far away to actually visit our business. I later created a Facebook page "campaign for real coffee" this has not had the same impact as people quickly move onto the next big story. What has come out of it, a new website is being constructed free of charge by a someone who wants to show there support for local businesses. So we are looking to create the site for us and other local independent coffee shops to be mapped with additional info. It's now a week since the photo was uploaded, the "likes & sharing" have now ceased. I'm not sure if business has increased as it seems the majority of people just went to COSTA instead of Starbucks which is really frustrating for us independents who have a passion for coffee hand work hard to deliver the best for our customers instead of it just being a job. Interestingly some staff from both our local Starbucks and COSTA visit us as the coffee is so much better than what they offer. We have had a real buzz from this and hope to be able to repeat it in the future. A second opportunity will arise afar the HRMC investigation is complete. If you don't mind, I'd like to hijack this with a video we had made showing the love we have for coffee. http://vimeo.com/45605132

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Alan Stevens

stevensa-38366

Newsjacking

You're right - Newsjacking is a very old concept, which used to be called "Piggybacking", but my old pal David Meerman Scott - no PR slouch himself - coined the neologism. Dear old P T Barnum was no stranger to a bit of it himself. Best wishes Alan

1 comments

Jeff Mowatt

jeffmowatt-232748

Newsjacking

It was the same issue, by coincidence that I newsjacked today when Ebay joined Starbuck as tax avoiders. What they have in common with many others is their moral high ground about social responsibility The gorrilla in the corner is that if they don't pay tax, it's us who pays. Another opportunity comes from the coverage of Jimmy Savile, giving oppotunity to point out just what an obstacle the media can be when it comes to speaking out about things that matter

1 comments

Andrew Field

andrewfield1-300430

Newsjacking

Mike, a great story, but what we do not know, or perhaps no one is telling, is what was the impact on Keith Holland's business over the period that followed. This is the more tangible aspect of marketing which marketing folk seem not too keen to discuss... palpable results! I herald the day when advertising executives/agencies get paid based upon the turnover increase results attributed to their campaigns! They really are not accountable for the results of their campaigns are they? If campaigns flop, they simply walk away with full pockets, leaving the business in the lurch. Its all very well getting the likes on Facebook... geesh I get hundreds every day... but it hasn't improved my turnover a single cent. Marketing and its subsidiaries, branding, advertising etc, seem to be utilized constantly, but there seems to be no discussion of measures to assess effectiveness of marketing campaigns. On the contrary, I wonder how Starbucks' turnover declined if at all, based on Keith's initiative. I very much doubt it did due the the fairly parochial nature of the smaller business. And then I ask, when did a major corporate announce poor results and then point to their misfortunes being poor marketing and advertising... its always another reason, like a down turn in the economy etc. Never Poor marketing. It raises the question would Newsjacking only be appropriate for really large scale branded business?

1 comments

Mike Bailey

mikebailey2-505835

Newsjacking

How is he going to monetise the likes /engagement etc One idea, of course for locals is VIP offers, but for non locals, and via social media they'll be a lot of them, and potentially more great PR, how about an offer where for every X likes or shares or whatever, Googies give a free cup of coffee /snack to a local homeless/seriously needy person. That should get the local and Kent based rags involved, for starters and for relative pennies.

1 comments

Mick Say

micksay

Newsjacking - Awesome

Balls of Steel Fantastic well done for an outstanding ballsy campaign... Well posted Mike....

1 comments

John Murray

johnmurray12-703381

Newsjacking

Hi Mike I thought I recognised the picture! I have walked past the location numerous times, as Folkestone just down from Ashford, Kent and the hill the property is on is en-route to Folkestone Harbour. I am home beginning of next month. May even take a picture of myself outside the place and 'newsjack' the newsjacked story myself! :-) Regards John

1 comments

Mike Turner

miketurner

Quick update 23/10/12 12.15

In an incognito search the blog has already hit page 2 globally and is first result on page 1 of a UK search just 4 hours after publication!! Keep it up... Mike

1 comments

Carolyn Williams

carolynwilliams-253741

Support Keith Holland :)

Ditto Cornelis here Mike. I don't drink coffee other than an expresso 'once in a blue moon' but am so impressed by Keith Hollands initiative and yours for observation that I'd Go in and support him too! :)

1 comments

Julia McDaid

juliamcdaid-47153

Newsjacking +1 done

It is definitely something worth looking at, and seeing others creativity is always inspiring Consider yourself +1 & tweeted :-)

1 comments

Robert Craven

robert-craven-22343

Newsjacking

Newsjacking - I love that word but yes we all do it even if in our banter and jokes... there will be a degree in it soon!

2 comments