How to Run Influencer Marketing Campaign

Guest post by Pankaj Narang

Leveraging the power of social media to attain target audience for your brand has become the latest norm in the marketing world. Probably, one of the key marketing techniques doing the rounds currently is Influencer Marketing.

Much more than just a buzzword, Influencer marketing opens up the door of opportunities for marketers to gain potential customers and expand their brand presence. With a recent HubSpot research stating more than 94% of the marketers believing this form of campaigning strategy to be effective, it is enough of an indication for you to launch an Influencer marketing campaign that echoes success. But, wait! It’s easier said than done.

It is true that such campaigns bring-in more followers and noticing eyes to your brand but it can go drastically wrong if done wrong. Marketers realize the potential of joining hands with established industry veterans, who boast a large number of followers. But many are confused or rather unsure on how to use the influence of such industry veterans to expand their brand value and turn their influencer marketing campaigns into success.

Here, I have compiled a definitive list that would enable you to run an influencer marketing campaign, effectively.

Defining up your Target Audience

Identifying and finding the right influencer is in no ways easy. The influencer you pick as the voice of your brand will lead to potential clients, a slight hiccup and you’re down the pipeline of failure.

In order to find the right influencer, you need to define your target audience at first. Understand where and what your target audience is and only then move forward with the campaign. You can use demographics like sex, age, and location to narrow down your ideal audience. Once you know where your customers lie, it’s time to move forward.

Finding Influencers with the same Target Audience

Now that you have a clear sight about your target audience, find influencers with the same audience as you. Applying your demographics and scrolling through profiles could be time-consuming and strenuous, instead use social analytical tools to find the most relevant influencers in accordance to the keywords you provide. Before finalizing on an influencer, thoroughly research. Some ideas that might help:

  • Scroll through each of their social networking profiles.

  • Double-check whether the individual has a bad or negative reputation or influence online or in the Press.

  • Use relevant keywords to view their activity based on the same.

  • Ensure that the individual is articulate, informative and posts content that is thoroughly researched.

Avoid the pitfalls of choosing an influencer based on their number of followers. Targeting small scale influencers not only incur less cost but they also allow you to run campaigns for long-term.

Selecting the Influencer

Arrange your shortlisted influencers in respect to their relevancy to your brand and products. Follow the below points to have a clear-cut vision of which influencer you want to select from your shortlist:

  • Use Influencer Marketing Tools like klout, kred, crowdfire, etc.

  • Conduct a keyword-based research.

  • Check out their hashtags and its relevancy to your brand.

  • Ask for recommendations from people in their network.

Sort the influencers according to rankings, from the most relevant up top to the least down below. Tada! You now have the perfect list of influencers for your brand. If one deal falls apart, you know where to find more.

Persuade the Influencer

Once you start connecting with your influencer, the time comes when you have to persuade them to be part of your influencer campaign. Influencers are conscious of what goes and what doesn’t in their social timeline and it is upto you to make them realize why your product is worth the endorsement. Offer them with free services or products from your brand to pull them into your side; after all, who doesn’t love free products!

One notable recent example was when Asus India released its Zenfone Max smartphone in the market and collaborated with various influencers. Asus sent over the mobile sets to each influencer’s house and in return asked them to tweet the image of the phone with a certain #hashtag. The influencers did not ask for any other monetary perks.

Determine the Goal of your Campaign

Before moving forward, it is imperative for you to decide the goals which you want to accomplish through your influencer campaign. Whether it is to drive sales, traffic, engagement, or more users, specify your goal to the influencer. In order to drive more sales for your product it would be wise to ask your influencer to talk about the advertised product and its benefits to his/her followers, including a purchase link to boost sales. If driving traffic is your primarily goal, then it would be wise to create a campaign centered around your website URL. Determining your goal in such a manner can help achieve your desired goal and ensure the overall success of your campaign.

Best Buy, for example, joined hands with various social media influencers to promote their all new Samsung S8 campaign. The campaign aimed to attract the masses by offering them with different discounts and coupon codes. They used different coupon code for each of the influencer but used the same picture of the mobile to imprint the image in the users mind. Genious indeed!

Create a Distinctive Hashtag and Track its Performance

Having a unique hashtag specifically for your brand can significantly impact your influencer marketing campaign, in a positive manner. Hashtags enable you to easily track the campaign performance and how the followers of the influencer are responding to the same. Whether it is impressions or engagement, you have would have a wide-angled view of the hashtag’s performance. This is of great help especially when you are in collaboration with more than one influencer, at the same time. Make sure that the hashtag is relevant to your brand and your services, and highlights the message which you want to showcase. Many top-class brands use hashtags as a way to achieve their influencer marketing goals and this is your time to succeed.

One of the most famous hashtag campaigns in recent memory was Coca-Coal’s #ShareACoke campaign, which through its brilliant concept generated massive social engagement and drove sales in huge number of sales. People snapped coke bottles with their names imprinted on them and posted on social media sites, making the unique hashtag an overnight success.

Another notable example would be Calvin Klien’s #MyCalvins campaign, which had no incentive or anything in return for the users but boomed in popularity. The campaign revolved around people sharing pictures of them wearing Calvin Kleins undergarments.

Review the Content before it goes Live

Probably one of the most ignored points of marketers is the lack of review they conduct on posts before it gets published. Most marketers allow their influencers with the creative flexibility to write down the entire content, while this is important one needs to review all the posts, images and videos before it gets published live.

On the other hand, it would also be absolutely wrong if the marketer provides the entirety of the content to publish to the influencer. You need to find a middle ground in this, and provide the influencer with the basic outline of the content, basic instructions concerning the hashtags and links, and the message you want to bring-forward. This way, both you and the influencer will have their voice conveyed through the post.

Monitor Marketing Efforts

In order to understand whether your campaign is performing at its best, you need to look back at the goals set previously. Compare the results of the campaign with your pre-set goals to assess its impact. Once you do that you will be able to answer the following questions.

  • Did you make any progress with the campaign?

  • What understanding did your grasp from your audience response?

  • Which posts performed the best and which posts failed?

Use hashtag tracking tool and other social analytic tools like socialert,mention,ritekit to gain insights regarding the campaign. Once you know the answers of the above questions, you would be more than prepared with your next campaign, thereby achieving targets beyond your pre-set goals.

The internet will continue to grow with each passing day and more and more influencers will emerge out of different verticals, the secret lies in choosing the right one. The above points will not only help you run an influencer marketing campaign with efficiency but also help you achieve your end-goal and bring-forward unmatched success towards your brand.

 

Author Bio:
Along with social media marketing Pankaj is determined to shape his ideas into perfect products. CoFounder of Socialert – Twitter Analytics Tool For Keywords, he believes in coming up with engaging tools to redefine the face of social media marketing. You can check his blog here.

10 Great Hashtag Campaigns And What We Can Learn From Them

Guest post by Pankaj Narang

The last few years have seen a drastic change in the current digital marketing scene. With the widespread use of hashtags, almost every brand has come up with its unique hashtag and keeps running dedicated campaigns. Even though hashtags were made popular by Twitter, they are now used in almost every major social media platform like Instagram, Facebook. Google+, and more.

If you are also a social media marketer who would like to work on an engaging hashtag campaign, then you have landed at the right place. In this post, I will make you familiar with the top 10 hashtag campaigns run by popular brands in the recent time. In this way, you can learn a few things from these hashtag campaigns and work on your own marketing strategy as well.

1. #ShareACoke by Coca-Cola

Coca-Cola’s #ShareACoke is not just a hashtag campaign, but a marketing drive that put the brand on the social media map. A while back, the brand came up with an amazing idea that allowed its consumers to redesign Coca-Cola bottles with their name tag. This can be done by visiting its dedicated website.

To market this genius idea, the brand ran a successful campaign on Twitter. It collaborated with stars like Ryan Seacrest and Selena Gomez to reach out to its audience. This created a viral presence for the brand and other social media powerhouses like Disney also started collaborating with Coca-Cola.

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It led to the development of their new marketing wing. Now, #ShareACoke has gifting ideas, apparels, and a lot more. All of this was a result of a thoughtfully managed hashtag campaign.

2. #IceBucketChallenge by ALS Association

The #IceBucketChallenge is undoubtedly one of the best hashtag campaigns run by a non-profit organization. The challenge became a global phenomenon and created a lot of awareness regarding ALS. Additionally, it also raised more than $100 million dollars by getting an evident support from almost every major celebrity out there.

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Since it was a fun and thoughtful campaign that inspired people to move out of their comfort zone and create awareness regarding ALS, it gained immense popularity in no time. This further proves that it doesn’t matter what tone your organization has, it can easily come up with an engaging campaign.

3. #PutACanOnIt by Red Bull

Even though the campaign was originally launched in 2014, users all over the world still post creative photos with the Red Bull can. It all started when a Twitter user posted a creative snap by using the Red Bull can in a unique way. Later, the brand invited its audience to share more pictures using the Red Bull can as a prop.

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Without spending tons of money, the brand got a prominent attention on Instagram and Twitter. It started sharing selected photos on Twitter and their website as well.

4. #CaughtOnDropCam by Nest

For a brand that deals with security camera and gadgets, it can be pretty tedious to run an engaging campaign on social media. Therefore, the #CaughtOnDropCam hashtag campaign by Nest came out as a breath of fresh air for its audience. The brand asked its users to share funny video footage of their hidden cameras – and the rest was history.

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It created a wave on social media that made everyone laugh out loud. From animals doing creepy stuff to funny family moments, the campaign featured tons of funny videos with their hashtag. It showcased a whole new side of the brand and created quite a buzz on social media as well.

5. #NationalFriedChickenDay by KFC

Even though the hashtag was not originally marketed by KFC, it helped the brand gain lots of traction. The hashtag was already trending on Twitter when KFC utilized this opportunity to use it in its favor. After jumping in, the brand started posting engaging content on Twitter that became viral in no time.

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This is one of the best examples on how brands can make the most of a trending topic and use it in their favor. While doing so, make sure that you don’t post anything insensitive and only use the hashtag in a constructive manner.

6. #TweetFromTheSeat by Charmin

Over the last few years, Charmin has come up with some of the most hilarious social media campaigns (including their toilet paper dress contest). For a brand that manufactures toilet paper, it can be a little tough to have a prominent social media presence. Nevertheless, Charmin broke this stereotype with its #TweetFromTheSeat campaign.

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The brand invited its audience to post hypothetical (or real-life) scenarios from the toilet set. It resulted in tons of hilarious tweets and gave life to a trend that is still being followed on Twitter.

7. #ThrowMeBack by Expedia

Expedia’s #ThrowMeBack hashtag was initially targeted to travelers, but it gradually gained a lot of traction and became popular on platforms like Twitter and Instagram. The brand encouraged its audience to post old vacation photos on social media with the #ThrowMeBack hashtag. With free vacation packages up for grabs, the hashtag became viral on social media.

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The brand took the advantage of an existing trend (like #ThrowBackThursday), tweaked it a little, and gave it a push with amazing prizes. This is a smart move, which we all can learn from Expedia.

8. #SFBatKid by Make a Wish Foundation

The #SFBatKid is one of the most moving and inspiring hashtag campaigns, which has been run by a non-profit organization. It proved that NGOs doesn’t always need to come up with funny campaigns. Sometimes, a thoughtful and personal campaign can also hit home and be viral.

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The campaign featured Miles (a 5-yo kid with lymphoblastic leukemia) who wanted to be Batman for a day. Make a Wish Foundation made his dream come true in San Francisco by running a live-blog and a Twitter campaign. Not only from the residents of San Francisco, it also gained a lot of traction worldwide with over 1.7 million impressions.

9. #LetsDoLunch by Domino’s

When it comes to social media, Domino’s never seems to disappoint its audience. Even though the brand has come up with lots of hashtag campaigns over the last few years, their #LetsDoLunch campaign certainly gave rise to a whole new phenomenon.

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The brand simply asked users to tweet with the #LetsDoLunch hashtag and get immediate off on their orders. Their single tweet created a wave with thousands of users posting tweets and getting tempting offs on their orders.

We all can learn how to create a limited and exclusive offer for our audience from this example. Even though this campaign lasted for a day, it helped Domino’s gain millions of impressions.

10. #OreoHorrorStories by Oreo

If you are active on social media, then you must already be familiar with various hashtag campaigns run by Oreo. The brand is known to come up with some of the most hilarious and well-known hashtag campaigns. Even though there are numerous hashtag campaigns from Oreo that we love, the #OreoHorrorStories campaign certainly stood out.

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Around Halloween, the brand started posting small Oreo-themed parody videos of famous horror scenes. It gained a lot of attention from its audience and resulted in an annual phenomenon. This funny Halloween hashtag is still being used by the brand and its audience, giving more power to its social media presence.

Honorable mentions

Besides the above-stated hashtag campaigns, there are plenty of brands that won us over with their smart marketing strategy. Here are some amazing campaigns that made quite a buzz on social media:

  • #WantAnR8 by Audi
  • #MyCalvins by Calvin Klein
  • #WeAccept by Airbnb
  • #MyBreak by KitKat
  • #RedCupContest by Starbucks
  • #PetsAtWork by Purina
  • #DontKillSeanBean by TNT
  • #LikeAGirl by Always
  • #BlackLivesMatter
  • #EarthHour by WWF
  • #MakeWhatsNext by Microsoft

How to proceed?

Now when you know about some of the best hashtags campaigns of the recent times, you can certainly learn a lot from these examples and come up with your own engaging campaign. Beforehand, you should know the evident mistakes one should avoid while running a hashtag campaign.

Needless to say, hashtags form the most important part of any marketing campaign. If your hashtag is too complicated or can’t convey its message, then you can’t run a successful campaign. Therefore, you can take the assistance of Hashtagify to get insights related to hashtags and influencers.

The tool is easy to use and provides a free encyclopedia with over 70 million hashtags. You can visit its interactive interface and dig hashtags in 38 global languages across different durations. This can help you tap the recent trends while running a productive hashtag campaign for sure.

 

Author Bio:
Along with social media marketing Pankaj is determined to shape his ideas into perfect products. CoFounder of Socialert – Twitter Analytics Tool For Keywords, he believes in coming up with engaging tools to redefine the face of social media marketing. You can check his blog here.

Hashtagify HashSmart Is Coming

You know what? R&D is difficult!

Almost two months ago we announced to our followers that we were working on a new technology still in its infancy, but with a great potential. We also wrote about a new low-price, super easy to use product called the Hashtagify Tutor, and said you would hear about it soon.

Machine LearningAs it turned out, this took a bit longer than we hoped. But now we can officially announce that Hashtagify Tutor is coming. And he won’t come alone; for the enjoyment of our more analysis oriented users, he will be accompanied by the Hashtagify Research Assistant.

They will both be powered by the new technology we wrote about, which is coming of age and whose name we can now announce. Our researchers call it the Hashtags-Influencers Network Smart Analyzer. But we decided for a shorter name: Hashtagify HashSmart

What is it about? Well, it’s not launch day yet. But one thing I can already tell you is that Hashtagify HashSmart™ is able to analyze a Twitter account’s use of hashtags, sift through the 38 million hashtags and several billion interrelationships we have in our Hashtagify.me database, and come out with personalized, targeted suggestions.

Moreover, HashSmart is based on machine learning technologies that allow it to become smarter as it gets to know you better. And its capabilities don’t stop just with hashtags suggestions.

So, when will this be published? Well, if you’re a Hashtag Intelligence Business or Enterprise user, you’ll get an invitation to the early beta in the next days. Everybody else will have to wait two more weeks for the official launch. Just a little more patience.

Share Hashtags Visualizations On Twitter, Facebook, Pinterest, G+

hashtagify-share-button

On our website hashtagify.me we like creating beautiful, interactive visualizations. Being interactive, though, means that the visualization isn’t a ready-to-share image.

Some of our users obviated this obstacle by taking a screenshot, and then sharing that one. But we understand not everybody has the patience to do it.

So we created a new feature: the Share button for our visualizations. Using it, we will automatically create an image from what you’re seeing, and you’ll only need to use your favorite social network to do the share itself!

Just click on the “Share” button at the left of the visualization, and proceed. Enjoy!

hashtagify-share

White Label Reports & Reports Scheduler

We’re thrilled to announce that we have completed the White Label Reports feature for our Hashtag Intelligence advanced product. Our Enterprise customers can already customize the layout of their reports, using their own – or their customers’ – logo, their preferred title and subtitle, header, footer, colors. You can find an example of a custom layout at the end of this email.

Talking about reports, it is possible to get them automatically delivered to your email through our new Pdf Report Scheduler. This is active for both Business and Enterprise subscribers. If you want to learn more about this feature, read here!

Example white label report layout:

white-label-report

Hashtagify's Sparkling New Sparklines

You might already have noticed, but we just published on Hashtagify.me an update we’re really proud of: Sparklines, sparklines everywhere!

sparkline-main

 

sparkline-top30

These little charts show the popularity for the last 2 months for each hashtag – click them to get more details. Enjoy!

Hashtagify Widgets: Embed Hashtags Data In Your Website – Free!

Would you like to use our live hashtags data in your website or blog? Now you can, just like in this example:

hashtags data by hashtagify.me

As a matter of fact, we’ve just released our new Hashtagify Widgets. You can choose to show your users:

  • The popularity and top related hashtags for a hashtag – as a graph or as a table
  • Trend charts, with weekly data for the last 2 months
  • Trend comparisons, where you can compare different hashtags in the same charts
  • Top 30 hashtags charts, where you can list the top hashtags for a given language, by month and by week

Image: Comparison widget Embedding our data is easy:

  1. Go to our Hashtagify Widget Wizard
  2. Choose the widget type you want on your website
  3. Choose your hashtag (or hashtags) and the width for the widget
  4. Copy and paste the html code to your website, like you do with YouTube and other embeds

The data in our widgets is interactivealways up to date, and completely free. We only require you to leave the attribution to our website.

If you want to see how easy it is to integrate hashtags data into your website, just Try the wizard now!

Hashtag Intelligence beta: PDF Reports

Web interfaces have a great advantage over printed reports: You can interact with data, and this makes it easy to show a lot more information in an easy to access way. This is why we organized our Hashtag Intelligence web interface starting from a high-level view, and then allowing you to drill down to the single tweet level.

Image: Create Report

But sometimes you need to print or send just a part of the whole analysis. Many users requested a PDFexport feature, and now it is ready – as an open beta. With this version you can open your hashtag tracker, select which data you want to include, and launch the report generation. When the report is ready, you’ll receive an email with the link to download it.

Coming next are scheduled reports and white-label reports. But in the meantime, we’re very interested in any piece of feedback you’d like to send us. If you aren’t a Hashtag Intelligence user yet, feel free to take a look at this example report for #brandchat, or to try our 14-day free trial and create a report for yourself.

Image: Report cover

Hashtagify Blog Contest: And The Winner Is….

Katie Williams, with her great post Personal Branding 101: How to Use Hashtags to Become a Top Twitter Influencer

Participating in this contest has been amazing. It’s not only helped me to hone my writing skills, but also introduced me to Hashtagify, which is truly an excellent tool that I use to monitor various campaigns

Katie added that she’s excited to use her prize earnings to kick-start a business idea she’s working on, which involves facilitating workshops to students in the Netherlands teaching them tech skills like coding. Katie, congratulations and good luck!

And congratulations also to all the other participants in the contest, starting with Kristi Kellogg who came in second with her post SEO and SMM: Which Hashtags Should You Use? and Randy Olson who came third with Maximize Your Brand’s Reach On Twitter Using Social Network Analysis, without forgetting Duncan Rice, Patricia Weber and Tarek Riman who authored the other posts.

To close, let us thank our jury panel for their fundamental contribution to a fair and high quality competition:

  • Ann Smarty is an accomplished blogger, expert in Social Media Marketing and SEO, and founder of MyBlogGuest.com, a great resource both for guest bloggers and blog owners
  • Brandon Schaefer is a great social media marketer and the CEO of 90DayEntrepreneur, an organization that helps entrepreneurs take their business ideas to the next level. For more information, visit http://90DayEntrepreneur.com today

Hashtagify.me Blog Contest: Vote Your Posts!

UPDATE Vote is closed. Many thanks to everybody who voted!

22068086_s (1) If you’re a registered user on hashtagify.me, please help us choose the winner for our $4,000 contest: Vote for the posts you like the most!