Hashtag Marketing Essential - How Facebook's implementation of Hashtag will change Social Media Dynamics
1. Hashtag Marketing – How Facebook’s #tag
Implementation can Change the Social
Marketing Dynamics
Part 1 - ‘#’ TAG MARKETING ESSENTIALS
Keith Stevens
Keith@Mosaic-service.com
3. 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.
5. According to Twitter (March 2013) half of the 52
national TV commercials that aired during the
Super Bowl included a hashtag in the ad …
6. 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
8. ‘#’ 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.”
9. 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
10. 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
11. Lets review the announcements made by Facebook in
last few months.
CONNECTING THE DOTS …
13. “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.”
14. 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].”
15. The first version (Jan 2013) of Graph Search focuses on four
main areas - People, Photos, Places & Interests.
What can I search with ‘Graph Search’?
16. 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,"
17. 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”
18. 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"
19. 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"
20. 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
22. The first version (Jan 2013) of Graph Search focuses on four
main areas - People, Photos, Places & Interests.
RECALL
23. 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
24. 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.”
25. ‘#’ 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.
27. • 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
28. • 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
29. • 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
30. “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
31. • 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
32. 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.
33. Social Media Management will Create the Final
Differentiation for Products/ Brands to consumers
FOR hashtag Marketing Its just the beginning…
34. NEXT IN SERIES : ‘#’ TAG MARKETING ESSENTIALS
HOW TO PLAN AND EXECUTE HASHTAG CAMPAIGNS ON
SOCIAL PLATFORMS
- Identifying #tags
- Tracking #tags
- Using #tags
- Organizing #tags
