Trendspotting technics have evolved thanks to social media. Identifying signals, consolidating concrete manifestations of new habits and ultimately proving an insight can be pushed to new limits, thanks to the number of elements that people share online. However, defining precisely what "trend" means can be tricky. This presentation aims to define what it can be and how cool hunting can help analysts in understanding the digital signals. Read more on RE-UP agency: http://thisisreup.com

1. what’s a trend in the digital era? 1
WHAT'S A TREND
IN THE DIGITAL ERA ?
From micro-moments
of truth to cultural movements.

2. what’s a trend in the digital era? 2
TREND: a nightmare to define.
Can trends be the flavors of the month?
Can trends be trending topics?
Are trends trendy?
Who decides what's a trend and what is not?
Do we really need to tap into trends ?
Can we forecast trends?

3. what’s a trend in the digital era? 3
Our definition:
A story:
Actors / actresses
A plot / a tension
An audience that needs to be “earned”
to then become actors or actresses
A digital trend:
”Influencers” (aka anyone who has an ability
to generate change) who are able
to launch or carry a new usage
A mash-up of expectations / technologies
/ documentation
An ability to convey this trend
and play a role
trends are like stories.

4. what’s a trend in the digital era? 4
7% of total word-of-mouth leaves
a digital footprint
Social entry points to what matters to people
Possibility to regroup signals among
communities that are not directly linked
Forecasting the future
by creating ''what if'' scenarios
Investment in technology
Conversations among influencers
Database detection
Digital trendspotting.
Source: mit

5. what’s a trend in the digital era? 5
Anaccelerationofthecollisions.
Source: google

6. what’s a trend in the digital era? 6
Extimacyreimaginestrends.
INTIMACY
EXTIMACy
PUBLIC SPHERE

7. what’s a trend in the digital era? 7
Spottingtrends.
There-upway.
Conversations start by... search:
Google suite to determine volumes of interests as
A way to challenge first beliefs and establish patterns
Tapping into social conversations:
Mapping influencers
Mapping conversations
Understanding what’s the original source
New school:
when first “what if scenarios” are set up:
Interviews “in real life”
Quantitative surveys
Data gathering based on clients’ databases
Test of concepts towards communities
Old school:

8. what’s a trend in the digital era? 8
googletrends: growthmatters.
Easier to detect
growing interest
by spotting increasing rates
of search queries.
However,
the increasing rates
can be due to
a celebrity
or a brand.

9. what’s a trend in the digital era? 9
Newgeneration
ofsociallisteningtools.

10. what’s a trend in the digital era? 10
TRENDs:
temporary vs long-lasting ones.
Short life-span
Extremely reactive
to a new product
or to a core group of people
Can repurpose trends
from the past
On-going set of “tangible
proofs” demonstrating the
same line
Bring new people in, even
without new products or
push from influencers
Deeply impact
and transform societies
Impact the whole population
Have reached
a tremendous tipping-point
Ephemeral trends
Consolidative trends Macro-trends

11. what’s a trend in the digital era? 11
RE-UP trends framework.
Acceleration of sales
Mentions
Clusters of people
Queries not solved
Can the brand
tap into this trend?
What does
the brand bring?
Main “champions”
of this trendTech / Legal changes / Environmental factors
Subcultures
The RE-UP scale
Key signals
Brand legitimacy
New Value Proposal
Key personas
Potential to rise
Key factors
next steps

12. what’s a trend in the digital era? 12
Tapping into subcultures
to build up relevance.
Research
( Market insights,
Surveys ,Benchmarks... )
Strategic
development
Average relevance
( average Comms, Frustration, disbelief, Dismissal)
Campaigns
Definition of
an average
consumer
( Customer journey,
Moodboards... )

13. what’s a trend in the digital era? 13
Tapping into subcultures
to build up relevance.
Share values
and visions
Consistent
storyline
Real synapses with
the many streams
of societies
Quest
for survival
Roles and dutieswith diverse
social layers

14. what’s a trend in the digital era? 14
this is how people really present themselves.

15. what’s a trend in the digital era? 15
Applying this canvas
to a client.

16. what’s a trend in the digital era? 16
denim hair.
Ephemeral trends:

17. what’s a trend in the digital era? 17
Ephemeral trends: denim hair.Ephemeral trends: denim hair.
Documents spread
to hairstylists and
beautistas
First “looks” experimented
by top salons and first
”looks” created
by influencers
Creation of a virtuous
loop with a documentation
of the rising “trend” by
brands and online media
New hair colour
catalogue in the UK

18. what’s a trend in the digital era? 18

19. what’s a trend in the digital era? 19
Consolidative trends:
Instant gratification.

20. what’s a trend in the digital era? 20
Consolidative trends:
Instant gratification.
Technological impact:
”clicks” as a new currency
Equipment of brick
& mortar with digital
touch-points
Skyrocketing mobile usage
x micro-moments of truth
Growing usage of
“instant” gratification
apps and tools
Anticipation
of “sought-after”
gratification in the UX
of apps

21. what’s a trend in the digital era? 21
Macro trends:
Gender fluidity.

22. what’s a trend in the digital era? 22
Macro trends: Gender fluidity.
Explanation.
more are coming out
and regrouping
through social media:
an escape from “tangible”
constraints
More documenting
transitioning
Growing subcultures
resisting this ”new”
macro trend
Phenomenal impact
on every layer of society:
health, family, relationships,
insurance etc.

23. Me, myself and I.
@lilzeon
laurent@thisisreup.com
Exec. Creative Strategist &
founder
RE-UP agency
Laurent Francois

24. thisisreup.com