Hashtag Campaigns – Part III

The following post is from Meghan Veroneau, TIG Global Marketing Coordinator.

Have you ever thought about forking over the dough for a promoted hashtag campaign? Or just creating a hashtag campaign through word-of-mouth? Whatever your answer might be to the previous questions, you should take a minute and read over this three part series.

·    Part 1. Launched hashtag campaigns will be twitter_hashtag_campaigns_tigglobal_blogdiscussed highlighting whether they succeeded or failed.
·    Part 2. Discusses how to prepare for a promoted campaign.
·    Part 3. Focuses on how to handle such a campaign once you’ve launched and what you should expect from it in return.

By now you are running your campaign and want to make sure you’re handling it appropriately. We’ll also cover how to determine and measure ROI.

Best Practices for Running Your Hashtag Campaign

Hijacking.
The first part of this series went into depth of brands that were hijacked. In summary, if you missed the first part, hijacking is when your hashtag is taken over by brand bashers; the newest term for a hashtag that gets hijacked is ‘bashtag.’ Obviously you went through the steps planning and didn’t think this would ever happen to you. But, it unfortunately did. You were hashtag hijacked!

Now what? What steps are you going to take to control the situation? Is this something that can easily be fixed, or do you have to disaffiliate from it like McDonald’s did with #McDstories? How are you going to respond to the social media storm that might come from this? And most importantly, if your image was tarnished, what are you going to do to restore your image?

If damage control is necessary, consider the appropriate steps and take action immediately. This may require a press release, company statement, messages on social media, or something more dramatic.

Responsiveness.
Responsiveness is key! Reply, re-tweet and share away. While it is natural to want to promote positive brand responses, studies show that consumer confidence can be regained through proactive responses to negative tweets. If the conversation gets heated or personal, consider taking it to DM or offline.

It’s how you respond that counts.  You should be reading each and every message from the start of the campaign to the very end – after all, social media is as much about listening as it is about broadcasting.

Campaign Responses

What responses should you expect from your hashtag campaign?  Of course, you want people to have fun, but you also want to create something that allows people to use their imagination and creativity.

Expected ROI.
Creating a campaign is more about brand awareness and positioning than it is about creating monetary ROI. It is going to be extremely difficult to accurately measure a monetary ROI through a hashtag campaign; unless you’re asking at the time of purchase if your consumer found you through a specific campaign. For example, look at Audi’s recent Super Bowl commercial (they used the hashtag #SoLongVampires). How do you think they are going to measure car sales through that hashtag? They probably aren’t. Can you imagine walking purchasing an Audi and having the salesman ask if the hashtag influenced your decision?

You will, however, be able to measure the activity on the hashtag. Think about your goals. Are you aiming for 98% positive responses? 10,000 people to use the hashtag? Increased overall product purchases? The best campaigns are those that generate so much buzz that people are still talking about you after it’s over.

Do you think you’ll work on creating a promoted hashtag campaign? Is this an effective tool for the hospitality industry? Sound off in the comments section.

Interested in ramping up your online strategy? Check out the full suite of TIG Global interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK).

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