Posts Tagged ‘social networks’

What’s in a Hashtag? Entire strategies!

February 27, 2014

Hashtag

Pound sign, number sign, hashtag; whatever you want to call it, this little symbol has impacted the marketing sphere for all who work in the communications industry. It’s hard to remember a time when hashtags weren’t part of marketing campaigns because they play such a significant role when building a strategy. In fact, in some cases the hashtag is the strategy.

Since hashtags are supported on multiple social media platforms (Facebook, Twitter, Instagram, Google+, and Pinterest) marketers realize using hashtags can be advantageous for bigger picture gains. Hashtags can be used to reach target audiences in a fun, engaging and social way that other forms of marketing materials can’t. By using hashtags, brands can create a quick connection to a large group, and if brands are really smart, they’ll connect the hashtag with a feeling. Creating an emotional connection enables the hashtag to leverage a positive brand image for an organization or individual. For example, Honda aired its touchy-feely #HugFest campaign (starring Bruce Willis) during the Super Bowl. Honda purposely did not mention their brand within the hashtag, in order to generalize it and position it to a larger group. Honda then went the extra mile and supported the #Hugfest social media campaign by launching a series of YouTube videos. Doing so caused the #HugFest hashtag to take off like a Civic Coupe on a race track. Marketers at Honda clearly know that everybody can use a hug now and then, and were wise to correlate a “warm and fuzzy” feeling with the famous auto maker.

Additionally, hashtags can be used as a fierce weapon to differentiate brands from competitors. For example, Yoplait Greek Yogurt flipped their lid and created a duel with competition brand, Chobani (the Greek yogurt giant). After realizing they would rather win the “who’s better” battle fair and square (instead of swooning shoppers with studly John Stamos) Yoplait formed the hashtag #TasteOff as a way to motivate customer feedback. A risky move that even Uncle Jesse couldn’t combat.

Yoplait invited real consumers to go spoon to spoon and vote in the #TasteOff on Twitter. Ladies and ‘gents, Yoplait won the brand battle right then and there. At EZG, we can stand behind a hashtag campaign that inspires direct engagement with consumers and promotes real brand loyalty across social media. Consumers want to be involved; they want to be spoken to and know when they’re being sold. Through a simple hashtag, Yoplait kicked off the conversation that inspired brand loyalty amongst consumers, a tasty move indeed.

At EZG we participate in hashtag specific campaigns on behalf of our clients. We conduct industry research and survey the conversations taking place on social media in order to be active social listeners. When monitoring hashtags, we filter out the noise and find the windows of hashtag opportunity where our clients can promote their brand, position the brand ahead of competitors, or just simply engage with an existing audience. Whether it is a brand specific campaign using a designated hashtag, or a hashtag that is used during an event, we understand the power that hashtags have and we love it.

What are some of your favorite hashtag campaigns? Comment and let us know which brands you think use hashtags effectively or tweet us @ebben_zall.

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Staying on top of the media mix

September 6, 2013

When it comes to PR, advertising, social media, and marketing, it’s all blending together. Many times, these disciplines cross over one another as the digital influence continues to grow and becomes intertwined with other tactics. The different spheres are no longer their own element. Social isn’t just a Twitter account, and ads are not just aimed at people watching TV; every piece is being integrated. As everything meshes the goal is still the same – to influence the audience with your message. So why not become a fluid brand and spread your message across all channels? Two brands that really come to mind when thinking about integrated campaigns are Honda and VitaminWater.

Even if you tried, you couldn’t escape Honda’s Summer Clearance campaign, it was everywhere. Whether you were watching TV, on Twitter or Vine, or listening to the radio, Honda utilized all of these outlets to fuel their annual Summer Clearance event. They advised consumers to use the hashtag, “#WantNewcar” to express why they want a new Honda and they could win one. Honda’s commercials then also featured some of these tweets. This campaign enabled Honda to do a very important thing: engage with the consumer and reward them for it.

honda pic

The sport drinks arena is a competitive one, so VitaminWater came up with a campaign to differentiate themselves from the others. Like Honda, they implemented a hashtag (#MakeBoringBrilliant) and used it not only on Twitter but across their ads as well. They got their audience talking about their brand, and engaged with their consumers.

vita water pic

These are the case studies that jump out at us, because from social media management to traditional PR efforts, advertising and creative design, EZG handles a continuous mix of tactics to build the best strategies for clients. The best part about it? We get to keep an eye on the ever-changing landscape, and look for ways to take campaigns to the next level – with kudos to campaigns like Honda’s by RPA and VitaminWater’s by CP&B.  If you’ve seen campaigns that put brands in the best light by integrating their message across different channels, please share!

Social Media Math

December 20, 2011

How does it all add up?

It’s happening – companies in nearly all industries have climbed aboard the social media express.  From creating pages on Twitter and Facebook, to producing blogs and mobile media, and even communicating on Google+, none of us can ignore the impact of online networking. In fact, it’s becoming the new normal even if the tools might change on a weekly basis.

But what’s it all worth? While it’s easy to broadcast news to the world via text, tweet, or ping, demonstrating the value of a social media hit is another story. Digital marketing group Econsultancy reports that many companies still struggle to understand social media ROI. And for public relations firms, ROI is our BAB (bread and butter).  Not to mention 2012’s economic forecast is reportedly “cautious,” meaning every business will be scrutinizing budgets and value as the New Year approaches.

For years, the call has been out there to make social media a measured part of PR. Regular measurement of circulation and value will give digital networks their place in marketing plans and justification in budgets. Why not make it a goal for 2012? Numerous social media monitoring programs are emerging, both free (Klout, Google Analytics) and fee-based (Radian6) to help us calculate. It’s time to stop speculating about how social media placement measures up, and do the real math.

Big Google and the puppy dog defense

October 21, 2010

In a nation where one in 10 is unemployed and countless others are underemployed, during a time when people are networking like next month’s rent is riding on it (because it often is), what could cause a recent college graduate to pull herself off every social networking site she ever joined?  Ask Karen Owens… if you can find her.

After graduating from Duke, Owens created a fake senior honors thesis and submitted it to “The Department Of Late-Night Entertainment,” otherwise known as three of her friends.  What happened next was predictable.  One of those three sent it to someone else, and they sent it to someone else, before Owens had any idea what was happening, the online world was propagating and publicizing her somewhat severe personal missteps in judgment.

The details of her thesis aren’t appropriate for discussion here, but its rise to infamy is.  (more…)


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