Hashtag Marketing Essential - How Facebook's implementation of Hashtag will change Social Media Dynamics

Hashtag Marketing – How Facebook’s #tag

Implementation can Change the Social

Marketing Dynamics Part 1 - ‘#’ TAG MARKETING

ESSENTIALSKeith Stevens

[email protected]

Hashtag Is Transforming to an Universal Content Tagging Tool c

It all Started with Twitter

Chris Messina added the ‘#’ to Twitter’s language (2007) which organized and unlocked a wealth of useful content and conversation on Twitter.

IS ‘#’ THE FUTURE OF SOCIAL CONTENT ?

According to Twitter (March 2013) half of the 52 national TV commercials that aired

during the Super Bowl included a hashtag in the ad …

Paramount Farms Inc.'s Wonderful Pistachios brand created the hashtag #CrackinStyle and flashed it on screen during its Super Bowl ad featuring Psy, the singer behind the "Gangnam Style" viral online video

CASE

What Facebook can do with ‘#’ Tag?

‘#’ Tag on Facebook?“Can Organize > 4.75 billion

pieces of content that is shared on Facebook everyday”

“ Ability to discover these conversations about brands, products, public figures and local businesses.”

Monthly active users (MAUs) were 1.11 billion as of March 31, 2013, an increase of 23% year-over-year.

Mobile MAUs were 751 million as of March 31, 2013, an increase of 54% year-over-year.

Instagram reached 100 million monthly active users in the first quarter of 2013.

Facebook improves targeting with new advertising products such as Lookalike Audiences, Managed Custom Audiences, and Partner Categories

Datalogix, Epsilon, Acxiom, and BlueKa parterned with Facebook

Atlas Advertising Suite acquired by Facebook

FACEBOOK in 2013

Facebook commands the Social Media with 1.11 billion monthly active users and any change implemented by Facebook will change the whole social media dynamics. Hash Tag Implementation - With 4.75 things shared – huge content to be organized and huge opportunity for marketers

Lets review the announcements made by Facebook in last few months.

CONNECTING THE DOTS …

January 15th 2013 Facebook announces ‘Graph Search’

“Web search is designed to take any open-ended query and give you links that might have answers.”

What is ‘Graph Search’?

“Graph Search is designed to take a precise query and give you an answer, rather than links that might provide the answer.”

In Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook.

What is ‘Graph Search’?

Facebook Graph Search is completely personalized. One gets unique results for a search of “friends who Like Star Wars and Harry Potter.” Then, “If anyone else does this search they get a completely different set of results. Even if someone had the same set of friends as me, the results would be different [because we have different relationships with our friends].”

The first version (Jan 2013) of Graph Search focuses on four main areas - People, Photos, Places & Interests.

What can I search with ‘Graph Search’?

PEOPLE Search Through ‘Graph Search’

“friends who live in my city,”

“people from my hometown who

like hiking,”“software

engineers who live in San

Francisco and like skiing,"

"people who like things I

like,"

PHOTO Search Through ‘Graph Search’

“photos of my family,”

“photos of my friends before

1999,”

"photos of my friends taken in

New York,”“photos of the Eiffel Tower”

PLACES Search Through ‘Graph Search’

“restaurants in San Francisco,” “cities visited by

my family,”

"Indian restaurants liked

by my friends from India,"

"countries my friends have

visited"

INTEREST Search Through ‘Graph Search’

“music my friends like,”

“movies liked by people who like movies I like,”

“strategy games played by friends of my friends,”

"books read by CEOs"

Graph Search is Facebook's first step to create something meaningful for its users with the piles of data (interest, location, friends, likes etc.) it has collected over years.“ Graph Search won’t just change the way we use Facebook. It could also pull users away from other services like Yelp and Foursquare, and create huge ADVERTISING OPPORTUNITIES for Facebook. But that all depends on the social network convincing us that when we have a question to answer, you don’t just have to Google it. Now you can Facebook it”

-Tech Crunch

June 12th 2013 Facebook introduces ‘#’ ‘Hashtags’

The first version (Jan 2013) of Graph Search focuses on four main areas - People, Photos, Places & Interests.

RECALL

Hashtag will allow users to tag their posts that can be indexed and surfaced by Facebook in graph search along with People, Places, Interest and Photo

Hashtag will allow users to tag their posts that can be indexed and surfaced by Facebook in graph search along with People, Places, Interest and Photo

“Can Organize > 4.75 billion pieces of content that is shared

on Facebook everyday” “ Ability to discover these

conversations about brands, products, public figures and local businesses.”

‘#’ Tags will allow Facebook to organize the real time conversation – An huge opportunity for Brands

- Add a ‘#’ Tag to the post and ‘graph search’ can present the same to the searchers finding tag related query.

- When clicked, the hashtag link will open a page of ‘Graph Search’ results with mentions of the ‘#’Tag,

Something we already see at Twitter.

WHAT THIS MEANS FOR MARKETERS?

• Better coordination for brand messages and marketing campaigns

• More visibility• Strategic consistency across social media i.e.

Create+Engage community on Social platforms with #Tags

• Real Time Conversations – Oppurtunity for brands to participate in a conversation (4.5 billion things are shared each day on facebook)that is meaningful, relevant and timely.

What will ‘#’ Tag Bring to Marketers

• More flexible and focused approach to each marketing activity i.e. campaign for events, Campaign for promotion, Campaign around contest etc.

• Real time trend watch i.e. social conversation can be easily tracked by the brands

• Leveled field – An effective strategy can grab attention of the social community without having to advertise or spend any money.

• Opportunity to provide better social experience for brands

What will ‘#’ Tag Bring to Marketers

• Opportunity to use big data insights• Easier to collect big data• In future brands could have opportunity to

purchase hashtag association on Facebook• In future Facebook could support hashtag

targeted advertising and opportunity to promote a specific hashtag

What will ‘#’ Tag Bring to Marketers

“ Hashtags are a first step in surfacing relevant and important public conversations.  Over time our goal is to build out additional functionality for marketers including trending hashtags and new insights so that you can better understand how hashtags fit into your overall Facebook advertising strategies and drive your business objectives.”

- Facebook

• If you are already using hashtags in an advertising campaign through other channels, you can amplify these campaigns by including your hashtags in Facebook advertising. The same creative best practices on Facebook still apply – compelling copy and photography that is in the brand voice works best.

• Any hashtags that you use on other platforms that are connected to your Facebook Page will be automatically clickable and searchable on Facebook.

• Like other Facebook marketing tools, hashtags allow you to join and drive the conversations happening about your business. We recommend you search for and view real-time public conversations and test strategies to drive those conversations using hashtags. 

• Hashtags do not impact your distribution or engagement in News Feed on either desktop or mobile. We recommend you continue to focus on your existing campaigns to drive your most important business objectives. - FACEBOOK

Facebook to Marketers

Search for a specific hashtag

from your search bar.

For example,

#NBAFinals.

Click on hashtags

that originate on

other services, such as

Instagram.

Compose posts

directly from the hashtag

feed and search results.

Social Media Management will Create the Final Differentiation for Products/ Brands to consumers

FOR hashtag Marketing Its just the beginning…

NEXT IN SERIES : ‘#’ TAG MARKETING ESSENTIALSHOW TO PLAN AND EXECUTE HASHTAG CAMPAIGNS ON SOCIAL PLATFORMS

- Identifying #tags - Tracking #tags - Using #tags - Organizing #tags

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