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6 typologies of hashtags and their strategic use

6 typologies of hashtags and their strategic use

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6 typologies of hashtags Presentation Transcript

  • 1. 6 typologies of hashtags
  • 2. #1 slogan hashtags
  • 3. Slogan hashtags Key characteristics: • Support the brand slogan drawing to one distinctive feature/aspect of the product • Hashtag designed to tap into daily ‘Twitter moments’ when consumers share their thoughts during product consumption • High brand equity
  • 4. Berroca - #MeonAGoodDay • Brand slogan ‘Me, but on a really good day’ adapted to #MeOnAGoodDay • This hashtag enables consumers to use the brand to create their selfidentities and communicate their selves to others [E.g. Belk, 1988, Fournier, 1998]
  • 5. Seasonal hashtags Gillette - #bestamocanget M&S - #magicandsparkle •Hashtag supporting Movember campaign • Reinforcing Christmas slogan used in TV advertising
  • 6. #2 co-creation hashtags
  • 7. Co-creation hashtags Key characteristics: • Consumers value the empowerment offered by co-creation, which is greatly facilitated by the Internet (e.g. Fuller et al., 2010)
  • 8. GreyGoose #FlyBeyond
  • 9. #3 UGChashtags campaigns
  • 10. UGC hashtags Key characteristics: • Participation is often incentivized • Drivers of content creation on Twitter tend to be intrinsic motivations and/or image-related motivations.(Toubia& Stephen, 2013)
  • 11. 50 Shades of Millicano - #50ShadesofMillicano • Intrinsic motivation: users receive a direct benefit from posting content on the social network • Users derive more intrinsic utility from broadcasting content as the size of his or her audience increases (Toubia& Stephen, 2013)
  • 12. Selfridges • Image-related motivation whereby users are motivated to create UGC by the perceptions of others such as status or prestige seeking (Toubia& Stephen, 2013).
  • 13. #4 Campaign hashtags
  • 14. Campaign hashtags Key characteristics: • Often integrated with TV advertising • Consumers talk about ads online; hashtagsallow to contextualize conversations and marketers can track additional reach • Hierarchy of effects (e.g. Lavidge& Steiner) virtual engagement a new step in the process?
  • 15. Three Mobile – #danceponydance • February 2013 – arguably the first ad containing a hashtagin the UK • Advertising appeals: humour, surprise • 200K social mentions; bursts of engagement (i.e. not sustained) http://www.youtube.com/watch?v=Ekr05T9Iaio
  • 16. Weetabix - #takethebiscuit • April 2013 – Integrated campaign:TV, social and sales promotions. • Mechanics: Snap a picture of the ad to collect a free biscuit from Boots the next day •Hashtagnot unique and online buzz remains low (c. 50 mentions) https://www.youtube.com/watch?feature=player_embedded&v=ZlB7iKuRVHc
  • 17. John Lewis - #bearandhare • December 2013 – Integrated campaign:TV, in-store digital • Social/Hashtagengagement maintained via character Twitter accounts for the bare and the hare http://www.youtube.com/watch?v=XqWig2WARb0
  • 18. Phones 4 U - #projectupgrade • First UK campaign to use Facebook for social engagement http://www.youtube.com/watch?v=F8bXFTHPK_0&feature=c4-overview&list=UU25QbTq58EYBGf2_PDTqzFQ
  • 19. #5 Social currency hashtags
  • 20. Social currency hashtags Key characteristics: • Action – Reward model; non-monetary incentivisation • Campaign mechanics allow sustained engagement
  • 21. Lady gaga - #IHeartPop
  • 22. CBS Outdoors - #lookforlonger • Users used the #lookforlongerhashtag on Twitter to solve clues • 7,375 mentions show sustained engagement
  • 23. BA - #RacethePlane
  • 24. #6 Passive hashtags
  • 25. Passive hashtags Key characteristics: • Hashtag included in ads but sometimes lack clear purpose • Arguably lower levels of engagement
  • 26. Harley Street Hair Clinic #dontworrymrcameron
  • 27. Tweets used as reviews #Bridget Jones Mad about the boy #bridgetjones Book of Mormon - #lovemormon
  • 28. Ministry of Sound - #mosmoment
  • 29. Campaign types TV campaigns • #danceponydance: Tweet, create a pony • #bareandhear: Tweet, engage with characters on Twitter • #takethebiscuit: take a picture, sampling • #projectupgrade: Awareness, data capture OOH campaigns • #IHeartPop: Tweet to reveal album cover • #lookforlonger: Tweet to find clues • #lovemormon/#bridgetjones: Tweets used as reviews • #dontworrymrcameron: humour appeal Digital campaigns • #bestamocanget: Engagement • #50ShadesofMillicano: Engagement, competition • #flybeyond: co-creation
  • 30. References • Belk, R. W (1988), Possessions and the extended self, Journal of Consumer Research, 15 (September), pp. 139168 • Fournier, S. (1998), Consumers and their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (March), pp. 343-353 • Füller, J., Mühlbacher, H., Matzler, K., Jawecki, G (2010), Consumer empowerment through Internet co-creation, Journal of Management Information Systems, 26 (3), pp. 71-102 • Toubia, O., Stephen, A. T., (2013) Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?, Marketing Science, 32 (3), pp. 368–392
  • 31. Images credit • • • • • • Slogan hashtags: http://blog.frozenlemons.com/?p=840 Co-creation hashtags: http://www.greenbookblog.org/2013/11/06/power-ofcrowd-is-in-co-creation-not-crowdsourcing/ UGC hashtags: http://gigaom2.files.wordpress.com/2011/05/1824234195_e6b913c563_z-1.png Campaign hashtags: http://dryicons.com/free-graphics/preview/tv-set/ Social Currency hashtags: http://www.thesaleslion.com/form-social-mediacurrency-booster-economy/y: Passive hashtags: http://beautifulalternative.files.wordpress.com/2012/08/dsc_0553.jpg