The document discusses the history and power of hashtags for brand conversations. It begins with the origins of the hashtag on Twitter in 2007 and provides examples of how hashtags have been used for cultural movements, personal interests, brand campaigns, and breaking news. Examples are given of both good and bad hashtags based on criteria like whether they start relevant conversations, are actionable, and are relevant to target audiences. Characteristics of good and bad hashtags are outlined. The document concludes with tips for managing brand conversations, emphasizing listening, acknowledging conversations, being human, and providing real-time experiences.

1. THE POWER OF THE
#
THE POWER OF BRAND CONVERSATIONS
(THE GOOD, THE BAD AND THE IRRELEVANT)

2. HELLO!
Kaitlin McKay
Head of Social
@rebeccaabigailagenc
y
Kim French
Company Director
@cherryduckinsta
Jez Furlong
Creative Director
@cherryduckinsta

3. HISTORY OF THE #
WHERE DID IT ALL START?

4. HISTORY OF THE #

5. HISTORY OF THE #
August 2007:
First use of the #
on Twitter

6. HISTORY OF THE #
October 2007:
First hashtag
broadcast

7. HISTORY OF THE #
Feb 2011:
First Superbowl
campaign hashtag

8. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.

9. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.
What are they?

10. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.
CULTURAL AND
POLITICAL MOVEMENTS
AND CONVERSATIONS

11. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.
CULTURAL AND
POLITICAL MOVEMENTS
AND CONVERSATIONS
PERSONAL PASSIONS
AND INTERESTS

12. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.
CULTURAL AND
POLITICAL MOVEMENTS
AND CONVERSATIONS
PERSONAL PASSIONS
AND INTERESTS
BREAKING NEWS

13. HISTORY OF THE #
Since then we have
seen the # being
used in various
ways.
CULTURAL AND
POLITICAL MOVEMENTS
AND CONVERSATIONS
PERSONAL PASSIONS
AND INTERESTS
BRAND CAMPAIGNS AND
EVENTS
BREAKING NEWS

14. #GOODSTUFF OR #BADSTUFF?
DO YOU THINK THE FOLLOWING
HASHTAGS ARE #GOODSTUFF OR
#BADSTUFF?

15. #ICEBUCKETCHALLENGE
The ALS charity
challenge that took
the internet by
storm in July 2014.
#GOODSTUFF OR #BADSTUFF?

16. #ICEBUCKETCHALLENGE
Generated $100m in
a 30-day period and
essentially funded
key research
breakthroughs.
#GOODSTUFF!

17. #GOODSTUFF OR #BADSTUFF?
#SAYGOODNYTOL
The campaign was
created to
normalise the Sleep
Aid category -
demonstrating that
sleeplessness can
affect us all from
time-to-time, and
there are products
that can help.

18. #BADSTUFF!
#SAYGOODNYTOL
Campaign CTA “Let
us know how you get
a good night sleep
using
#SayGoodNytol”
No conversation
driven.
No Nytol social
media channels.

19. #LIKEAGIRL
A campaign by
Always highlighting
the age old use of
‘throw like a girl’
to show girls
strength and start
a conversation
around this sexist
comment.
#GOODSTUFF OR #BADSTUFF?

20. #LIKEAGIRL
After the campaign,
almost 70% of women
and 60% of men
claimed that "The
video changed my
perception of the
phrase 'like a
girl'".
#GOODSTUFF!

21. #SOLIDARITEA
When the Daily Mail
posted an article
bashing ‘Slummy
Mummies’ the
mumtribe came out in
full force with
#solidaritea. Birds
Eye wisely jumped on
the conversation...
#GOODSTUFF OR #BADSTUFF?

22. #SOLIDARITEA
#solidaritea has racked up nearly two thousand posts
on Instagram. The brand is positioning itself as a
supportive and ‘real’ brand – a narrative that
resonates against a backdrop of airbrushed, over-
filtered, unachievable portrayals of parenthood.
This campaign hashtag worked because;
- It jumped on a relevant conversation that was
already happening - with it’s target audience.
- It got the tone right - using influencers, (the
‘fish finger five’) tongue in cheek sarcasm
- It was turned around fast!
#GOODSTUFF!

23. #SUSANALBUMPARTY
An unfortunate
oversight (or a
pissed off
employee?) of this
campaign is
unmissable...
OBVIOUSLY #BADSTUFF

24. OBVIOUSLY #BADSTUFF
#CAIRO
Fashion brand jumps
inappropriately on political
hashtag around Egyptian
revolution.

25. WHAT ARE THE CHARACTERISTICS
OF A RUBBISH #?
#BADSTUFF CHARACTERISTICS

26. Failing to consider questioning the
following two important questions:
1) Would an actual human use this?
2) Why?
#BADSTUFF CHARACTERISTICS

27. Opening yourself up to ‘Bashtagging’
#BADSTUFF CHARACTERISTICS

28. Opening yourself up to ‘Bashtagging’
#BADSTUFF CHARACTERISTICS

29. Shoehorned hashjacking.
#BADSTUFF CHARACTERISTICS

30. Basically show that “we know there is a
thing called social media” and nothing
else.
#BADSTUFF CHARACTERISTICS

31. #BADSTUFF CHARACTERISTICS

32. #GOODSTUFF CHARACTERISTICS
WHAT ARE THE CHARACTERISTICS
OF A GREAT #?

33. Starts a culturally-relevant
conversation.
#GOODSTUFF CHARACTERISTICS

34. Taps into consumer insight.
#GOODSTUFF CHARACTERISTICS

35. Actionable.
#GOODSTUFF CHARACTERISTICS

36. Relevant to a target audience’s
interests.
#GOODSTUFF CHARACTERISTICS

37. ANY QUESTIONS BEFORE THE BRIEF?
QUESTION TIME

38. OBJECTIVE:
Based on what we’ve discussed today, create a poster that includes a powerful hashtag that
motivates people to do something based around a significant historical or future event.
For example:
The Death of Elvis,
The Women’s right to vote
Noahs Ark
Boycotting Trump in the next election,
The Big Bang, Mission to Mars etc etc
BRIEF TIME

40. DON’T - GIVE AUTOMATIC/ ROBOTIC RESPONSES
DO - LISTEN - TO BOTH THE GOOD AND BAD
DO - ACTIVELY TAKE PART, ACKNOWLEDGE AND CREATE CONVERSATIONS
DO - BE HUMAN
DO - BE AWARE OF THE CONTEXT AND CONVERSATIONS HAPPENING AT THE TIME
DO - GIVE USERS A REAL-TIME EXPERIENCE
HOW DO YOU MANAGE A BRAND
CONVERSATION?

41. #THANKY
OU