Facebook users have clicked the ‘like’ button 1.13 trillion times since the platform was last updated. Every minute, there are an additional 4 million ‘likes’ clicked. On Twitter, there are over 25 billion tweets and interactions that take place on the site every day. And, two new members join LinkedIn every second. In the digital age, it’s crucial for businesses to adequately, monitor, manage, and curate their social media feeds and profiles.
Love it or hate it, social media is here to stay. Platforms like Facebook, Instagram, and Twitter have become so integral part to our daily lives, that they’ve changed the way we meet, communicate, and network.
Social media has also changed the way products and services are marketed. This sets a new law for businesses and social media marketers alike: if you aren’t on social, you’re missing out on a significant portion of your market.
Jessica Pucci, Director of Digital Audience Programs – Walter Cronkite School, ASU
“Keyhole is a tool that you can use to understand the conversation around a topic and help you become an authority, connecting you with people who are existing authorities.
It’s always my hope that Keyhole becomes a tool in my students’ arsenal that they turn to first. Keyhole is great because it allows students to visualize the many facets of a conversation and assess what’s performing well in different ways. The students love it.
Ultimately, having data behind your decision is what makes your content stronger and makes you a stronger communicator.“
Robin Lindner, Graduate Researcher and Marketing Strategist, John Hopkins University
“When I was putting together my strategy for these large projects, I was looking at sentiment, but I was also looking at what types of media folks were engaging the most with.
Having access to that data through Keyhole, I was able to go and make a change. For the professional, it is so key because you can prove that you know what you’re talking about. You can prove that your strategy has merit.”
Windsor Hanger-Western, Cofounder, HerCampus Media
“We do a lot of experiential marketing within HerCampus Media, and we used to have a hard time conveying the impact of our events to our brands. They’d say, ‘Well, you’re doing an event and there are 1,000 women there, that seems like a lot of money to just reach 1,000 women’.
So, we’re saying “You’re not just reaching the 1,000 women that are there, you’re reaching all of their friends on social, because we’re creating experiences that they’re going to want to share”. And so by you hosting this amazing event with us with those women, it’s exponential how many women you’re going to access.
And Keyhole is how we say it’s not just 1,000 women, it’s 5 million impressions… the numbers help us prove the impact of what we’re doing to our customers”.
Hashtags have evolved massively since their inception — even becoming part of our vernacular in some cases. They are ubiquitous with brands, products, television shows and more. You’d be hard pushed to find a marketing campaign today, whether it’s B2B or B2C, that doesn’t come complete with a hashtag.
To the uninitiated, they can seem daunting, a complex language that requires careful navigation. But when you get hashtags right, they can be a great tool for starting and joining conversations, making connections, and getting your message heard on social media.
It’s no longer news; Topsy is dead.
Back in 2015, Apple shut the tool down after purchasing it for $200 million two years before. Hardly anyone saw the end of Topsy coming, but well, it happened.
So what now? Of course, you can’t abandon your social media marketing job because Topsy is no more.
You need a Topsy alternative that can perform the same function it did – or go beyond it.
And you’re at just the right place to find that; here are the top three Topsy alternatives you can use:
Christmas for most is presents and jingles, but for social media marketers, it’s a season of frenzy. For most businesses, the Christmas season is the most hectic and busy time of the year, and a time when sales skyrocket through the roof. The catch, however, is that during the Christmas season, the competition among brands of getting seen becomes tougher. Everyone is trying to get the attention of their audience all at the same time, and so cutting through the noise and standing out from the crowd is becoming more of a challenge – even though customers buy more than ever.
With consumer spending increasing dramatically during the Christmas season, you obviously also want to be a part of the fun, and enjoy increased sales. Like most things, though, this is easier said than done. As the competition among brands increases, you need new and unique ways to approach and reach your customers when the competition is the highest.
An effective, and often underestimated way of reaching your customers during Christmas is social media.
In this article, we’ll, therefore, share with you 5 Best Christmas Hashtag Campaigns and how you can succeed with social media during the Christmas season. With these hashtag campaigns, we’re going to take inspiration and advice, in order to leverage by the time you’re ready to set up your own Christmas hashtag campaign that yields you tremendous marketing results during the Christmas season.
The power of social media
Today, social media has become a natural part of many brands’ marketing strategies. This makes sense considering the fact that 74% of shoppers make buying decisions based on social media, according to Social Media Week.
During the Christmas season, social media is one of the most effective ways to reach your target audience and convince them to buy from you, and if you aren’t leveraging it, you’re missing out on tremendous opportunities.
What’s even better is the fact that during the Christmas season, many people tend to always scout for gifts to buy to their friends and family, and oftentimes, you stand there with no clue on what to buy. As a result, many people go to social media in search of inspiration. If you can effectively reach your customers through social media during this time of year, there’s a greater chance that they’ll buy, and this is exactly what you can do with the help of a Christmas hashtag campaign.
How to run a Christmas hashtag campaign
First thing first, let’s start with the basics.
What are hashtags and how do you use them?
And maybe most importantly, how do you run a Christmas hashtag campaign that dominates and generates worthwhile results.
Well, to begin with, hashtags are ”a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic.” Think of hashtags as categories for your social media posts with which you allow your post to be showcased for other people who look at the respective hashtags that you choose to use on your post. The hashtags you use should be aligned with the content of your social media post, because this allows you to reach the correct people, since, people who look at ”Christmas tree” hashtags are probably not looking for photos of beaches and blue water (unless it’s a Christmas cruise!).
A great thing about hashtags on social media is that they increase your reach and your social media engagement. The more places your social media posts are showcased on, naturally, the more people you’ll reach, and thus the better results you’ll generate.
Now, when it comes to Christmas hashtag campaigns, the way you set up such is a bit different from only incorporating them into your posts. With a hashtag campaign, a specific hashtag decided and created specifically for that campaign will be used, and it will be the center of attention in the campaign.
When using hashtags like this, as part of a social media marketing campaign, you’re using the hashtag in order to engage your audience, make them a part of the campaign, and/or gather content from your audience around a specific topic.
The way a Christmas hashtag campaign is set up, and the goal of one can vary, and this is also why the Christmas hashtag campaigns that we’re going to share later on in this article as inspiration vary as well.
What hashtag to use?
When brands create a Christmas hashtag campaign or any campaign for that matter, they normally create a ”new” ”unique” hashtag for that particular campaign.
The hashtag is created to work as an album that only contains posts that are relevant to a specific campaign (in this case a Christmas hashtag campaign) and this allows both the brand and the audience to easily go through all the posts as it significantly helps with discoverability.
Second of all is that with the campaign, as a brand, you want to have a hashtag that is relevant to the specific campaign, but also that is relevant and aligned with your brand and brand name.
It’s also worth having in mind that the hashtag should ideally be short and easy to spell so people don’t misspell it.
If you create a Christmas hashtag campaign and the idea is to gather a collection of posts from your audience, using a new hashtag that is created specifically for that campaign, and which has no previous posts will allow you to get a better overview of the posts that are part of the campaign, but also to have a keyword that is actually relevant to your brand.
Also, it can be good to have in mind that since you are running a Christmas campaign, it is a good idea to use a hashtag that is related to Christmas in one way or the other, that allows people to know exactly what your campaign is about. And as with all personalized hashtags, you want to include the name of your campaign or the name of your brand.
For example, if your brand name is Apple, and you have a Christmas giveaway, it makes sense to create a hashtag such as #AppleChristmas or similar.
You’ll also see examples of this below.
A very common type of hashtag campaign, especially during the Christmas season, is a giveaway or contest.
Now, what does this have to do with hashtags? Well, often times when it comes to this type of hashtag campaign, the hashtag is used in order to gather and collect posts from the audience and customers on one place in order to more easily get access to the posts, but also to make the campaign accessible for everyone.
The best part is that doing this will allow you to run a marketing campaign – a Christmas hashtag campaign which will bring you two or even three marketing benefits at the same time.
First off, you engage your audience and customers and make them a part of your contest. Normally, the criteria for a hashtag campaign like this, and to take part in the giveaway is that the customer has to share a picture/video of something related to the campaign, share it, and include the hashtag. This is great because it means extra exposure for you as a brand, and when people take part in your campaign, they spread the word about you and your campaign. Second of all is that the content that your audience create is content that you can use as part of your own marketing in the future because creating good content demands time and resources. What’s more, 84% of consumers say they trust peer recommendations above all other sources of advertising.
This means that by leveraging the user-generated content which your audience has created, you can generate even better results than with your own professionally-created content.
Lastly, by running a giveaway/contest type of Christmas campaign, you make people a part of the campaign, which tends to engage people more, as opposed to just running a campaign and marketing to people. With this method, you promote with your audience.
Have in mind that when people have an incentive, they are more likely to do something. As such, the better the incentive is, the more people will join your Christmas hashtag campaign.
User-generated hashtag campaign
Another common hashtag campaign is quite similar to the giveaway example, however, the difference is that there is no monetary price. Instead, people are meant to be encouraged to create user-generated content for the campaign for a ”sense of belonging”, but also because they get something out of it that is non-monetary.
Daniel Wellington is a great example of this. On their Instagram, they have the hashtag ”#DWPickoftheDay”. The brand encourages people to share a photo of their watches, including that hashtag, in order to have the change of being featured on their Instagram page. Furthermore, the brand has also created a particular ”fan photos” section on their website where they showcase these images.
Both of this things are great examples of incentives which are non-monetary that you can leverage for your Christmas hashtag campaign. This method, of course, brings a great exposure for Daniel Wellington, and the best of all is that it is completely free!
Freddy Duran is the Social Media Director at The Infinite Agency, a cutting-edge, data-driven creative agency based in Dallas, Texas.
A strong advocate for the power of social media analytics, Freddy gives us his expert insight into *why* it is so crucial to use data to optimize social media campaigns at every stage, and how it helps to reach the right people with the right message at the right time.
“Anything that is not data backed, to me, is guesswork.”
In this article, Freddy focuses on how Predictive Analytics help you determine campaign success and pivot when needed. He also explores the concept of “real-time marketing”, using social media analytics to optimize campaigns as they run.
Predicting Campaign Success
One of The Infinite Agency’s Award-Winning campaigns ˄
One of the benefits of using social media analytics tools like Keyhole is predictive power, and “Predictions” is a feature that sets us apart.
After just 7 days of tracking an active #campaign with Keyhole, you can predict campaign performance for the next 30 days.
I mean, I used to do these projections by hand and the methodology is the same, based on historical data by x amount of time, but the fact that you guys are including it in your dashboard is amazing.”
How does this work?: Our algorithm will learn key metrics about your campaign’s performance such as the number of posts and average engagements, and will then project those numbers based on its current status.
“Back in the day (and when I say that, I mean like 2-3 years ago) marketers had to know the algorithms and formulas to calculate these things by hand. Saving time by not doing these things by hand, and knowing that you still have accurate information is very valuable.”
Being able to predict campaign performance helps you know if your campaign is already set to get the traction you are hoping for, or if you need to be more proactive with your outreach to hit your goals before it’s too late.
“In my personal experience with advertising, I have dealt with many tools. But Keyhole is the only one that is incredibly easy to use, and right off the bat I was blown away that you have built-in campaign performance predictions. That is something that I haven’t seen anywhere else.
Optimize Campaigns with Real-Time Marketing
“I’m seeing it a whole lot lately that clients ask: ‘How can we do social listening better?’, ‘How can we be more reactive to what’s going on right now?’. Real-time trackers like Keyhole help you know how people are feeling about and talking about your brand in real time. This means that we can have real-time marketing from a brand perspective and make it reactionary.”
This sentiment score from one of the Agency’s campaigns indicates healthy overall brand sentiment.
Real-time marketing entails tracking conversations as they happen on social media, and reacting to both positive and negative conversations in a way that benefits your overall marketing strategy.
Positive posts can be shared as social proof, and you can chime in on trending topics during spikes of activity to amplify your message.
Negative Posts can be addressed right away and mediated in order to prevent a change in your brand sentiment.
This approach helps Freddy and his team optimize campaigns during their entire run.
“My life would be terrible without social media analytics tools. Being able to look at a tool like Keyhole is incredibly important because it gives you a look at not only what a brand is doing right but also how people are responding to it.
Being able to assess how audiences are feeling is the end game. Advertisement is based on happiness and persuasion, and if you can determine how people are reacting to things or how they’re talking about it, that gives you good insights into what you should do as an advertiser or a marketer, and you guys take away a lot of the guesswork in that.”
Learn 3 of the social media marketing strategies that the USTA uses to yield incredible (700% year-over-year!) growth in content engagement.
From grassroots community tennis to the US Open, the USTA strives to grow tennis at every level.
One of the driving forces in accomplishing this mission is the USTA social media team. Led by Director of Social Media & Strategy, Qianna Smith-Bruneteau, the USTA has built a social strategy that has landed their campaigns in the billion+ impression category and that leads to a consistent 700% year-over-year growth in content engagement.
More importantly, every person their content reaches is inspired by tennis-related content that is positive, motivational and inclusive.
Read on to learn 3 key social media marketing strategies that Qianna’s team implements to reach their goals and guide these numbers.
1. Reach Generation Z & Millennials Through Youth Ambassadors
One of the ways that the USTA social team is engaging a younger audience on social media is by leveraging the power of influencers.
The team has built partnerships with 100 youth ambassadors who share their stories through social media, inspiring others in their age group to become involved in this sport and community, and driving home their mission.
“We have this incredible mission to inspire the next generation of tennis greats through our Net Generation brand. Leveraging social media, we have developed relationships with Generation Z and millennial audiences. We’ve assembled a movement of 100 ambassadors, the Net Set, age 5 to 19, who share their personal tennis journeys and stories on social media, and it’s through their lens that I see the magic and the mission of the organization unfold.”
“The future is female. Run like a girl and show the boys who’s boss!”
Send #NetGeneration ambassador Kalli a ?? if you love her determination!
Join the movement: https://t.co/jSnEgARagW
— USTA (@usta) April 23, 2018
Not to mention, their winning strategy has also won them several awards, the most recent being the 10th Annual Shorty Award for best celebrity & influencer campaign on Snapchat.
Notice the USTA’s use of emoji CTA’s- calling for comment engagement by showing which emoji to use to show your support for USTA athletes/ partners?.
2. Monitor the #Conversation to Increase Engagement
Qianna’s team also maximizes overall engagement by leveraging hashtag analytics, or in other words, tracking #USOpen during the run of the event and year-round to understand how their content is being engaged.
“I never imagined during the US Open that our hashtag would enter into the billion+ impression category. Having the ability to download the content tagged with our hashtag really allowed us to identify super users and reward them with surprise and delight moments throughout the tournament.”
By monitoring how people are engaging with your hashtag, you can identify most engaged users and the types of content they are engaging with. You can then adjust your content strategy in real time, replicating high-engagement content and delighting your audience.
“Keyhole allows us to analyze the conversations around turnkey marketing moments, and to understand the organic/earned media associated with our brand.”
3. Use Competitive Benchmarking to Inform your Strategy
Competitive Benchmarking means comparing your own performance to your top competitors’ as a way to hold your metrics to a standard.
“Keyhole.co is an invaluable tool for competitive benchmarking and seeing where we stack up in the space.”
With benchmarking, Qianna and her team were able to determine that they had the most engaged hashtag, #USOpen in the Grand Slam space in 2017 (US Open, AU Open, French Open, Wimbledon), which demonstrates the value of her team’s efforts within the organization.
“On the US Open channels, we had a 700% year-over-year increase in interactions and video views across the big 5. And our USTA social media channels did the most interactions and video views, an increase of over 1,200% year-over-year when compared to the other 3 governing bodies associated with a Grand Slam.”
Some key takeaways:
- Create engaging content by partnering with influencers or brand ambassadors.
- Monitor hashtags to understand engagement and double down on top content.
- Use competitive benchmarking to measure your results.
That’s the USTA’s winning formula ??.
“Keyhole is an incredible tool for any social media marketer. I used it when I was head of social media at Saks Fifth Avenue, and it was one of the first tools I selected at the USTA.”