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Hashtag Marketing

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Workshop presentation on hashtag marketing by Greg Jarboe on Dec. 18, 2014.

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Hashtag Marketing

  1. 1. Hashtag Marketing Greg Jarboe SEO-PR Dec. 18, 2014
  2. 2. Overview of this one-hour webinar on Hashtag Marketing for Social Mavens • A short history of hashtags • How to use # on Twitter to gain followers / get business • How to use # on Instagram to gain followers / get business • How to use hashtags on other social media • Hashtag strategies • Best and worst practices of hashtag marketing • Tracking hashtags and traffic • A Twitter hashtag case study • An Instagram hashtag case study
  3. 3. The history of hashtags is short; the idea of using # (pound) is 7 years old • On Aug. 23, 2007, Chris Messina tweeted the idea of using # (pound) for groups. • On July 2, 2009, Twitter adopted hashtags and hyperlinked them to search results. • On Aug. 18, 2009, Tumblr adopted hashtags. • On Jan. 27, 2011, Instagram adopted hashtags. • On Mar. 17, 2013, Google+ adopted hashtags. • On June 12, 2013, Facebook finally adopted hashtags. Source: http://searchenginewatch.com/sew/how-to/2327748/5-brilliant-ways-to-use-hashtags-in-social-media-marketing
  4. 4. Jimmy Fallon and Justin Timberlake did their “#Hashtag” skit on Sept. 24, 2013 Source: http://youtu.be/57dzaMaouXA
  5. 5. How to use the hashtag symbol (#) on Twitter and some etiquette for using it • Find out if the subject you’re tweeting about already has an established hashtag, and then join that existing conversation. • Hashtags can show up at the beginning, middle or end of a Tweet. • Don’t use more than two hashtags per Tweet. • Use hashtags that are relevant to the topic of the Tweet. • Hashtags that quickly become popular will often show up in Trending Topics. Source: https://media.twitter.com/best-practice/how-to-use-hashtags
  6. 6. Choosing the right hashtag to make your Tweets part of the conversation • Answering questions is an easy, low-friction way to engage with your Twitter audience. • And hashtags are the perfect mechanism to source questions and tag your answers. • It’s often best if these hashtags are specific to the subject of the questions, for example when Twitter hosted a town hall with the White House Twitter used the hashtag #AskObama to make it clear that users’ Tweets would be read directly to the president. Source: https://askobama.twitter.com/
  7. 7. Use Twitter Analytics to track growth in followers and to learn about them Sources Twitter Analytics
  8. 8. Use Google Analytics to tie it all back to your client’s bottom line revenue Source Google Analytics
  9. 9. How to add hashtags to your photos and videos on Instagram: Be specific • Instead of using the tag #van, use #vwvan. • The photo will be added to that highly targeted tag page, where other Volkswagen lovers will be able to find the photo more easily (without sifting through photos of Toyota Siennas and Chevy Astros). • It's best to avoid using generalized tags, such as #instagram or #iphone, as these types of tags can be applied to most, if not all, photographs shared with Instagram. Source: https://help.instagram.com/232462026881751
  10. 10. Best practices for using hashtags on your Instagram photos: Be observant • Pay attention to the other hashtags used on posts that use the same tag as yours. • You may discover a popular hashtag you hadn’t thought of on your own. • For example, on photos tagged #volkswagen, you may see that many of those photos also use the tag #vw. • When you do a search for those tags, you may find out that Instagrammers use #vw twice as often as they use #volkswagen! Source: https://help.instagram.com/232462026881751
  11. 11. In August, Instagram started rolling out Account insights for businesses • Account insights allows businesses to see how they’re increasing brand awareness on Instagram through impressions, reach, and engagement. • It’s a first step in helping your clients understand how their content is being received, and what type of content works best for their audience. • Insights will also provide a better indication of the best time to post on Instagram, so you can reach the right people at the right time. Source: http://blog.business.instagram.com/post/95314562151/businesstools
  12. 12. You clients want to measure business outcomes, not marketing outputs • In 1986, I became the Director of Corporate Communications at Lotus Development Corporation. • After my first month, I took a thick report of 700 clippings down the hall and dropped it casually on CEO Jim Manzi’s desk. • Manzi took a quick look and said, “Jarboe, if I could deposit these in a bank, I’d know what they were worth. But, until you can measure the impact of PR in cold, hard cash, don’t waste my time with these so-called reports.” Source: http://www.axle.org/spotlight/GregJarboe.html
  13. 13. Which other popular social media websites in the U.S. support hashtags? Tumblr.com Instagram.com Pinterest.com Plus.google.com Twitter.com Facebook.com YouTube.com 32.0 50.6 59.2 164.6 166.2 37.7 74.9 Unique Visitors (Millions) in U.S. Source: Compete PRO, November 2014
  14. 14. How to use hashtags on some of the other top social media websites • YouTube: Hashtag use within YouTube is most prevalent in the comments section. Users can leave comments with hashtags, which will then click through to a page with videos that contain that hashtag in their title. • Facebook: Clicking a hashtag on Facebook will bring you to a separate page with posts that are visible to you based on the various users’ privacy settings. You’ll also see the different trending topics in the top right hand corner of your News Feed. • Google+: Google+ uses hashtags similar to the other sites, but with one main difference. Google+ will add hashtags to content if they think that it is a relevant and popular keyword. You can always opt-out of this through Google+ if you’d like. • Tumblr: When you’re creating a post on your Tumblr page, you’ll see an area at the bottom asking you to add “tags.” When you start to type a tag for your post, Tumblr will automatically add a hashtag to the front of it. • Pinterest: The main thing you need to know when creating hashtags on Pinterest is that they’re only clickable in a Pin description. Also, hashtags aren’t searchable on Pinterest, so you’ll need to just search the keyword to find the content. Source: http://sproutsocial.com/insights/how-to-use-hashtags/
  15. 15. What are brand and campaign hashtag strategies and why do you need them? • A brand hashtag is your company name or a company tagline. • Use your brand tag as your signature tag. • Get people to use it, so that your brand gets marketed too. • A campaign hashtag is a hashtag made for each of your marketing campaigns. • For example, if you are having a sale at your store, make a unique hashtag for this promotion. • Get people to use it, and your campaign gets extended reach. Source: http://www.socialmediatoday.com/content/3-key-hashtag-strategies-how-market-your-business-and-content
  16. 16. What are trending hashtag strategies and how do you find the latest ones? • A trending hashtag is one for a topic that has become popular. • They change in real time. • Twitter and Google+ show trending topics on their sites. • Hashtags.org shows trending, declining and constant trends, as well as metrics on your brand. • Statigram lets you search for Instagram hashtag trends and get alternatives for hashtags. • Trendsmap shows you a visual map of geographic hashtag trends for local businesses. Source: http://www.socialmediatoday.com/content/3-key-hashtag-strategies-how-market-your-business-and-content
  17. 17. What are some of the best and worst practices of hashtag marketing? • Best practices: – Create hashtags that mirror your brand, and give people reasons to use them – Use a handful of targeted, keyword-driven hashtags • Worst practices: – #Using #Too #Many #Hashtags #In #Your #Posts – Leveraging trending hashtags without tying back to your products Source: http://www.toprankblog.com/2014/04/hashtag-marketing/
  18. 18. Adding a photo, video, or quote will boost in the number of Retweets • Photos average a 35% boost in Retweets. • Videos get a 28% boost. • Quotes get a 19% boost in Retweets. • Including a number receives a 17% bump in Retweets • Hashtags receive a 16% boost. • Results vary by industry. Source: https://blog.twitter.com/2014/what-fuels-a-tweets-engagement
  19. 19. There are several excellent tools on the market for tracking hashtags • TagBoard – Works for Twitter, Instagram, Facebook, Google+, and several other platforms. – Versions for Safari and Chrome, so you can search for hashtags directly in your browser. • Keyhole – Graph shows number of tweets, number of users, reach, and timeline for all data. – Includes top sites where the hashtag is used, share of voice, top influencers using it, location, and demographics. • Hashtracking – Provides historic and real-time hashtag & cashtag tracking and intelligence tools that gives subscribers instant access to actionable data. • Talkwalker – Talkwalker offers powerful and highly flexible dashboards, APIs and reports featuring comprehensive filters and actionable social media insights that create strong added value for brands and agencies worldwide. Sources: http://socialmediarevolver.com/how-to-engage-your-community-with-hashtags/ and http://marketingland.com/hashtag-analytics-81205
  20. 20. Hootsuite enables you to manage and connect with over 35 social networks Source: http://signup.hootsuite.com/twitter-analytics/
  21. 21. Google Analytics can help you see if social media has generated traffic Source: http://bit.ly/16mXc7K
  22. 22. Social networks can generate website traffic through more than one channel CHANNEL DESCRIPTION Display Interactions with a medium of "display", or ”CPM". Also includes AdWords interactions with ad distribution network set to "content" but excluding ad format of "text". Social Network Visits from approximately 400 social networks (that are not tagged as ads). E-mail Visits that are tagged with a medium of "e-mail". Paid Search Visits from the AdWords Search Network or other search engines, with a medium of ”CPC" or ”PPC" . Other Advertising Visits that are tagged with a medium of ”CPC", ”PPC", ”CPM", ”CPV", ”CPA", ”CPP", "content-text", "affiliate" (excluding Paid Search). Referral Visits from websites that are not social networks. Organic Search Visits from unpaid search on any search engine (i.e. medium = "organic"). Direct Visits in which the visitor typed the name of your website URL into the browser or came to your site via a bookmark (i.e., source = "(direct)" and medium = "(not set)" or "(none)"). Source: https://support.google.com/analytics/answer/1191184?hl=en&ref_topic=1191164
  23. 23. Google’s URL builder adds parameters to URLs you use in Custom Campaigns • The URL builder helps you add parameters to URLs you use in Custom Campaigns. • When users click one of the custom links, the unique parameters are sent to your Google Analytics account so you can identify the URLs that are most effective in attracting users. • Fill in the form and click Submit button. • Past the long URL in Bitly to shorten. Source: https://support.google.com/analytics/answer/1033867?hl=en
  24. 24. Then, examine the multi-channel funnels reports in Google Analytics • Google Analytics shows you the full customer picture across ads and videos, websites, social tools, tablets, and smartphones. • Google Analytics has the latest in full-credit measurement, so you see all the stops people take on the road to action. • And Google Analytics gives you insights that you can turn into real results. Source: http://youtu.be/PW_9TMZKJp0
  25. 25. Feeding America is a leading domestic hunger relief charity in the U.S. Source: https://twitter.com/FeedingAmerica
  26. 26. Challenge: Use trending hashtags on Twitter to maximize website traffic • The organization partnered with search marketing agency Performics and search optimization specialist BrightEdge to review volume of Tweets, search engine rankings, and web analytics. • Based on the data they collected, @FeedingAmerica determined what they should Tweet about and what type of content their Tweets should link to on their website. Source: https://biz.twitter.com/en-gb/success-stories/feeding-america
  27. 27. Solution: Aligned trending hashtags with its existing website content • Know your audience. – Feeding America created a content strategy based on popular topics searched for and talked about by their supporters. • Showcase your best content. – @FeedingAmerica’s Tweets included links to relevant articles and pages on their website to provide value to supporters. Source: https://biz.twitter.com/en-gb/success-stories/feeding-america
  28. 28. Results: Feeding America saw a 250% increase in website traffic from Tweets • In partnership with BrightEdge, @FeedingAmerica incorporated popular topics in Tweets and linked to associated pages on the organization’s website. • These Tweets resulted in a 2.5x boost in average site traffic compared to other Tweets during the same time frame. Source: https://biz.twitter.com/en-gb/success-stories/feeding-america
  29. 29. Ben & Jerry’s started in a renovated gas station in Burlington, Vermont Source: http://instagram.com/benandjerrys
  30. 30. Challenge: Use hashtags to bring its ice cream brand to life on Instagram • Ben & Jerry’s was one of the first brands to join Instagram in February 2011, initially focusing on its key themes of flavors, fun, values, and community. • Ben & Jerry’s Vermont heritage is a also key part of their story, but now that the brand has a global presence, they wanted to use Instagram to connect with people around the world and to source photos from Instagrammers enjoying their ice cream in far away places. Source: http://blog.business.instagram.com/post/76372049325/ben-jerrys-secret-to-success-on-instagram-if
  31. 31. Solution: Crowdsourced photos from Instagrammers using related hashtags • Ben & Jerry’s does everything in- house, from shooting images and videos, to reviewing Instagram photos posted with Ben & Jerry’s related hashtags, to selecting the best of the best to share in their own feed. • Ben & Jerry’s digital marketing manager Mike Hayes says, “It’s helped being on the platform from the beginning, but the secret is respecting the community and providing value to them.” Source: http://www.gramfeed.com/instagram/tags#benandjerrys
  32. 32. Results: Half the photos Ben & Jerry’s shares are from community members • At least half the photos that Ben & Jerry’s shares through their account today are from community members, many of whom compose their shots using the framing techniques modeled by the brand. • One favorite: a shot of a cone or cup from the POV of the person about to enjoy it, with a fun backdrop that identifies where they are. • As Hayes sees it, “We’re a curator of our brand story now.” Source: http://blog.business.instagram.com/post/76372049325/ben-jerrys-secret-to-success-on-instagram-if

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