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What are hashtags? How can consumers use them? What are the implications for brands?
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Facebook hashtags
1.
Confidential © iris
2012 #Facebook Hashtags iris POV June 2013
2.
Confidential © iris
2012 Contents… What are they? How can consumers use them? Implications for brands
3.
Confidential © iris
2012 What are #Hashtags? #Hashtags aren’t new Born in Twitter in 2007, hashtags are commonly used on Instagram, Tumblr, Pinterest and Vine. Users create hashtags to tag or categorize their content. Hashtags are discoverable, allowing users to find new content and brands/people to follow by searching relevant hashtags such as #tips, #recipes or television shows. So what is new? On June 12th, Facebook announced that it will begin to roll out clickable hashtags on its platform, allowing people to see and discover what other folks and brand pages are saying about events or topics that include a hashtag.
4.
Confidential © iris
2012 How can people use Hashtags on Facebook? Users can now: Search for specific hashtags/topics from their search bar. For example, #laundrytips, #coupons, etc.—Users can search for hashtags in Graph Search Click on hashtags that originate on other services, such as Instagram Create clickable hashtags within their statuses
5.
Confidential © iris
2012 Implications for Brands Immediate: • Brands can listen to what consumers are organically saying about certain topics and strategically insert brand messages into conversations when appropriate – Consideration: This is dependent on users’ privacy settings as only public updates are searchable • Consider what/if hashtags make sense based on how brands’ target audience currently uses hashtags – Consideration: Is their target active on Twitter/Instagram and already familiar with them? • Hashtags from other platforms such as Instagram, that a user has synced with Facebook, will be discoverable and clickable on Facebook – Consideration: It’s now more important than ever to monitor relevant conversations about and related to the brand, as conversations can be more discoverable. Additionally, there is added importance to create presences on social channels outside of Facebook, like Instagram, to encourage positive conversation and content creation. • Include topic-relevant hashtags as an organic tactic to become discoverable by people interested in the category and build fans. Additionally, by using hashtags, a brand post could garner more reach based on Facebook’s Edgerank algorithm.
6.
Confidential © iris
2012 Implications for Brands Long term: • Brands should consider creating hashtag strategies, that can be branded, for holistic campaigns across multiple platforms/media channels or post series. Integrating a hashtag strategy for campaigns promotes participation—it encourages people to incorporate the hashtag into their conversations and content creation, which will increase buzz and scale. • Examples of hashtag strategies include: – Create a specific hashtag for events (e.g. #KitchenAidCookOff). Promote the hashtag leading up to the event in social platforms, encourage folks to take pictures at the event with the hashtag on Instagram or Facebook, and share fan’s content during or after the event. – Host contests that invite people to create content—image, videos, messages—with a selected hashtag. Content can be pulled into a feed that is pulling in mentions with the selected hashtag. – Invite fans to participate in livestreams or real time events by encouraging them to ask questions, commenting or giving feedback on Facebook (or other social platforms) by including the select hashtag. Monitor these responses and respond, or integrate into the livestream experience, in real time.
7.
Confidential © iris
2012 Final Notes & Outstanding Details How Could Hashtags Effect Facebook’s Edgerank? • Edgerank is already in effect when determining which hashtag statuses are being displayed when clicking on a hashtag as the posts are not simply in chronological order. As Facebook’s Edgerank historically has favored brands and people using new Facebook functionalities, we can assume that posts using hashtags will receive slightly increased Reach than posts without hashtags. Outstanding Details • Insights: Facebook announced that there will be Insights for hashtags, but details beyond this have not yet been revealed. • Media: Facebook has not (yet!) announced how hashtags will be rolled into their media offerings. We can assume there will be advertising opportunities to target users who have used relevant hashtags, as well as opportunities to highlight brand’s posts at the top of the clicked hashtag stream.
8.
Confidential © iris
2012 Thanks! For any questions, please contact: Emily Canan Emily.canan@iris-worldwide.com Amy Brown amy.brown@iris-worldwide.com Esty Gorman esty.gorman@iris-worldwide.com
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