With the World Cup behind us, it is time for social media marketers and analysts to take a step back and look at what can be learned from this great event, where we have seen some awesome examples of brand interaction.
As a starting point, we created a map of all the important hashtags that played a role during the event. To create this map, we started from the top hashtags obviously related to the event, like #WorldCup, #WorldCup2014, #Brasil2014, and then added all the hashtags that are related to all of those according to our hashtagify.me data. Finally, we removed the most obvious spammy or non interesting hashtags, and focused on what happened in the Anglophone twittersphere. You can see the results of this work in the screenshot below (click to go to the full interactive version):
As you can see, even with all the pruning we did, the map is pretty big – and full of interesting data. But we wanted to focus on a social media marketing point of view, so, for this post, we selected the campaign that, in our opinions, offers the most useful insights for hashtag marketers.
Seizing the Moment: A bite turned into Marketing Gold
Creativity and fast reaction times are crucial to get the most out of any big event, where there will always be at least some unexpected and funny moments. For this last World Cup, the top such moment was when Uruguayan star Luis Suarez bit Italy’s Giorgio Chiellini during the Italy-Uruguay match. And, among the many marketers who tried to capitalize on that moment, the most successful were those working for Snickers.
What Snickers did with the famous attempt of cannibalism showed a great idea, and, even more importantly, a great execution. Shortly after Luis Suarez “had a taste” of the Italian player, they posted this on their Twitter account:
#EatSNICKERS isn’t just the only campaign hashtag to be in the top 10; it is also the second most correlated one (as shown by the thickness of the link) right after #WorldCup itself!
Was this beneficial to the Snickers campaign? Let’s get back to our general map, but focusing around the #EatASNICKERS hashtag:
When we analyze this hashtag more carefully, we can see that, riding the #WorldCup and #LuisSuarez wave, #EatASNICKERS managed to also revitalize some older Snickers campaigns, thus increasing the interactions for @snickers even more:
Here we can see the correlation between #EatSNICKERS and other Snickers campaigns, including a very old one named “Not going anywhere for a while?” that was mentioned during the match. That means that Snickers managed to link the fans from their older campaigns with this new one.
Ok, we managed to see how are hashtags connected with each other, but now, let’s have a look at how these hashtags rose thanks to the event. In the picture below we can see that by using their campaign #EatASNICKERS, and combining that hashtag with #luissuarez when the famous “bite” happened, Snickers really hit the bull’s eye with their campaign, also gaining 4k followers in just 2 days.
As you can see from the number of retweets and favorites, their success was much smaller than Snicker’s, even if they had many more followers at the time – 74k to @snicker’s 51k. @budlight didn’t work as well with hashtags: They didn’t include any in the visual, and also in the tweet itself the choice was pretty poor. #ITAvsURU was great to reference the match, but it was bound to die off immediately after that. #LuisSuarez was the stronger one, both before and after the match:
Listerine also did a great job with the copy – the funniest in our own opinion – but there is no visual, and the only hook hashtag was the very general #WorldCup:
The results? Pretty limited:
One last example, with a nice visual, but a bad use of hashtags:
As you could see, just focusing on a small part of the whole analysis got us some great insights. To sum it up, these are the lessons to learn from this analysis:
Big events are a great opportunity for brands who want to increase their reach
Great timing and good humor are winners
Visuals are very important
Choosing the right hashtags can make the difference between a great splash and a moderate blip
Did you find this analysis interesting? Don’t forget that sharing is caring!
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.
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.
When you’re using a hashtag for a marketing campaign, you need to keep track of its health status. Some of the fundamental questions are:
How is the hashtag adoption going?
Are the generated impressions growing as they should?
What is the sentiment around it?
How are our own promoters doing? Who is using the right tactics?
Is the campaign going viral?
We created the CyBranding Hashtag Intelligence Summary panel to answer all these questions at a glance, without having to manually sift through all the tweets. This new detailed video walkthrough will show you how.
Would you like to test these features with your hashtags? You’re lucky, because we have a 14 days free trial for all our plans! Check our plans and pricing and Start your free trial now!
The shortest path to becoming an influencer for an existing hashtag is to connect with its current influencers. And the shortest path to getting a new hashtag off the ground is to connect with relevant influencers who would be interested in promoting it.
Given these premises, it’s hardly a surprise that the most used area of our Hashtag Intelligence tool is the Influencers panel. And that’s also the reason why we packed lots of features into this panel.
To make it easier to understand how you can use this panel to find the most interesting influencers for your hashtags, and to connect with them, we created a new detailed video walkthrough. Enjoy!
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!
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
This post by Patricia Weber is an entry to our $4,000 Blogging Contest. Patricia is an author, speaker and coach inspiring and supporting introverts and baby boomers to access more energy to live life at full-throttle. As an internationally recognized introvert authority in print, on radio and podcasts, she blogs at www.patricia-weber.com about her upcoming 2014 book, Communication Toolkit for Introverts.
After joining Twitter the first hashtag I learned was #FollowFriday. Having no understanding of it, when my Twitter handle first showed up with that hashtag next to it, my thoughts were, “What’s that about?”. But then, at the time, Twitter for me was just something someone whose social media savvy I regarded highly told me: “You gotta be there.”
When #FollowFriday showed up a second time together with my Twitter handle, though, I emailed a former coach to find how what this was really about. Now, years later, I’m aware that I just need to know which hashtags to use to reach my audience on Twitter.
Perhaps you think you know what hashtags to use to reach your audience on Twitter, but, are you sure? I thought I was fully aware but, as I learned later, that wasn’t nearly as fully as I thought.
Enter hashtagify.me, a free tool to help you find the right hashtags to use for your audience, as well as understand them.
The Quiet Side of #introverts
Once you set up an account at hashtagify.me, if you are as curious about your audience as I am about mine, you’ll begin to quickly make some discoveries. I trust my Webmaster with blog and website tools, and her expertise with SEO, but the Tweeting and other social media posting is up to me.
Upon logging in and searching for my main audience, #introvert, I immediately see the top 10 hashtags related to introvert.
When hovering over any one of the hashtag circles, I see more data – the popularity and correlation to the primary hashtag. For example, #introvert had a popularity of 40.1 but #quiet had a popularity of 46 and a correlation from #introvert of 1.6%. This is now going to be a second hashtag in my Twitter stream. Who knew?
Then I compared #introvert against #introverts, which had a lower popularity of 33.3 but the related hashtag #quiet, had a 2.5% correlation with it.
My process with this was to first focus on introvert-like words – like quiet. However in looking at the top 10 hashtags, every one of the others were as highly correlated. I’m thinking this may mean these are topics of interest for both the introvert and the people tweeting about introverts. For example, #extrovert was correlated at 4.9%. This relationship is something I often tweet about as well and now, knowing about the higher correlation has me considering how to legitimately use the two terms together in some tweets.
NEW ACTION: Seems like I would get a higher reach using #quiet and #introvert, not #introverts. Stepping into the Twitter stream with that combination will be a test. Checking back for new correlations is going to be important as it changes regularly, with the Twitter stream.
#Introvert Recent Tweets
When searching for #introvert statistics, besides getting the top related hashtags and identifying the Top Influencers, one of the most beneficial finds is the Top Recent Tweets. Here is the real gold in moving conversations along. As social media evolves, if it isn’t clear early on, it’s a quick understanding that “social” is what we have to be. The recent Tweets are a quick view of valuable people to either Retweet or connect with further.
In scanning the tweets found, I discovered someone looking for service providers for #introvert business owners, someone announcing a new introvert guide, and mostly talk about the nature of introverts.
NEW ACTION: Why not be a master of your time? http://hashtagify.me/ executes valuable analysis for knowing the popularity of hashtags we use, as well as best correlations to them to widen our reach. At the same time, all in one place on one browser window, we can also identify the most recent tweets related to the hashtag in question. Recency is an important and researched variable. It helps us plan better with the next value tweet we send, and even who we might want to mention in it.
Checking the top 6 influencers, when hovering over Twitter handles, a quick scan over the graph chart shows the number of followers each one has. A click and http://hashtagify.me/ opens up a new browser tab to their Twitter page.
No surprise to me, the top influencers fell in the realm of those who might share tweets about the psychology of, what goes on in an introvert’s head: @PsychToday and @Psych2morrowmag rated #1 and #3. It was a surprise I wasn’t yet following them!
NEW ACTION: It’s easy enough to also find out and look at the Twitter stream of these top influencers. A Twitter profile page opens in a new tab, glance at their Tweets, and make a decision to follow or not to follow.
Where in the World Are People Tweeting My Talk?
The third tab over, Usage Patterns, even at the free level for this tool, allows an immediate look at weekly and monthly trends – is the #hashtag going up, going down in use? What are the top days and hours it is being tweeted?
Comparing #introvert and #introverts, further validated the choice to focus on #introvert: the sample size in #introvert is noted as fair, but #introverts only small.
And of course, introverts being of the quiet nature, they are not likely to be tweeting at the high end of volume, which the stats proved out.
When scrolling down in this window, one of the most interesting things is in the top 6 language used with the #introvert tag. My #1, no surprise – English. But #2 and #3, surprise – Indonesian and Swedish. Who knew? Not even in my research for my upcoming book did I find this information.
It’s not quite clear to me yet, how to make use of this other than to acknowledge that the #introvert hashtag can be understood globally.
For the Creative Tweeter and #Blogger
Besides knowing about our own audience, as a blogger, doesn’t it serve us at times to hitch a star onto trending events? In the Popular Hashtags tab, whether interested in last week or last month, or what is “breaking out” or trending, and in what language, find the Top 30 hashtags globally in the general domain of Twitter.
In this recent scanning, my best take-away as none of them inspired in me ideas to blog about, was to at least narrow my options. Because the hashtag analysis includes trends, what I came up with for discovering the last week of my inquiry, is to think about the top 3 highest trending tweets, and think about how it might fit with ideas for upcoming posts.
Then I spotted one: #GoldenGlobes. I’m not a big movie fan, but some of them interest me. The idea occurred to me then to get familiar with the movies up for these awards and if I by chance have seen one, or know of the actors in them from previous movies, that could let me circle back to valuable content for my #introvert audience.
Most of my friends who land on my blog are bloggers. Regardless of our reason for blogging, we want our voice and message to be heard. In our request for and even hope for social share, Twitter is central. Why not get a top down perspective to hone the words you speak in your blog?
Tell me what you think: What do you do with your Tweeting analysis to tune up attracting your audience? Do you see how this free tool might be helpful in furthering the reach of your audience? Would you like to share this post?
According to an August 2013 PEW report, 18% of all internet users use Twitter on a regular basis. That equates to roughly 500 million people signing into Twitter to check the latest tweets, news, and celebrity gossip every day. It’s no surprise that brand marketers have taken an interest in connecting to even a small fraction of those 500 million users with the hope of increasing sales and their brand’s reputation.
However, like most online social networks, Twitter has proven to be an amorphous entity that even the best social network analysts struggle to understand. How can we make sense of the massive amount of information on Twitter? More importantly, how can we learn from this information to better market our brands on Twitter?
In this guide, we’re going to walk through how we can use Hashtagify.me and some basic social network analysis techniques to identify the key hashtags in a network, and properly use the hashtags in our tweets to maximize our brand’s reach on Twitter.
What can Twitter hashtags do for our brand?
Some brand marketers may be wondering why hashtags are even worthwhile. Hashtags use up our limited tweet characters and make the tweet awkward to read. Why not focus on writing a clear yet concise tweet that explains the product and why it’s worth considering?
First and foremost, hashtags are the primary method on Twitter to connect to people we don’t know: if we don’t use hashtags, the only users that see our tweets are the ones that follow us. Any brand marketer who’s used Twitter before can testify how difficult it is to build a loyal following there.
If we tweet more than 6 times a day, people are less likely to pay attention to our tweets
Shorter tweets (< 100 characters) receive more attention than longer tweets
Tweets with hashtags receive 2X more attention than tweets without hashtags
Tweets with only 1-2 hashtags receive more attention than tweets with 3+ hashtags
This means that if we want to maximize engagement with our tweets, we need to tweet fewer than 7 times a day, be short yet to-the-point, and include 1-2 relevant and popular hashtags in our tweet. That’s an awful lot to consider for a 100-character message, isn’t it? Fortunately, Hashtagify.me can help us making that whole process a breeze.
The most popular hashtags in a network aren’t necessarily the best hashtags to use for that network. From the analysis in the previous post, we saw that #Michigan was the most used hashtag. If we used #Michigan, we’d be reaching a large number of people, but we would be missing people that follow other sports teams, and instead we would reach many others who are interested in things Michigan, but not in sports. Instead, we want to identify the hashtags that are both popular and used frequently with several other popular hashtags in the network. In social network analysis terms, we want to find the hashtags that are mostcentral to the network.
High eigenvector centrality hashtags are the major influencers of the network
High betweenness centrality hashtags are responsible for spreading information between different communities in the network
In this case study, we want to find the hashtags that have a large influence on the entire Big Ten network and tend to spread information to all of the other school’s sports teams. Just our luck, the open source software Gephi has built-in tools to calculate both of these centrality measures, so all we have to do is click a couple buttons to compute them – after importing the data there, of course. If you’re not familiar with Gephi, there are some great guides explaining how to import data into Gephi, how to use Gephi’s data laboratory, and how to calculate network statistics in the data laboratory.
After doing that, this is the final result we got for our Big Ten football hashtags:
Big Ten football Twitter hashtags eigenvector centrality
Big Ten football Twitter hashtags betweenness centrality
As expected from the network visualization we made earlier, #B1G is the most influential hashtag in the Big Ten network. #BigTen and #Buckeyes also seem to be reasonable choices to use for hashtags, but we only have room for one other hashtag if we want to keep the number of hashtags to the ideal of 2. So #B1G and #BigTen it is!
Fun fact: It’s especially interesting to note here that some of the most popular hashtags in the Big Ten network, such as #Michigan, #Huskers, and #Badgers, have about the same influence in the network as the least popular hashtag, #B1GFootball. This just goes to show how in online social networks, size isn’t everything!
If we now go back to Hashtagify.me and compare the Big Ten network’s most influential hashtag’s popularity over time, we make another great finding: #B1G is the only hashtag that hasn’t been tanking in popularity since the end of the primary college football season. Now we know for sure that #B1G is the best hashtag to include in our tweets if we want to get the most attention from the Big Ten network on Twitter.
#B1G popularity over time
Learning how to use the key hashtags with Hashtagify.me
Now that we’ve decided that #B1G is the best hashtag to use for our marketing purposes, we need to learn how to use the hashtag: Each online network has their own social norms and inside jokes. If we barge in with a tweet blatantly advertising our brand, we’re more likely to anger the network than make them want to consider our products. That’s where another handy Hashtagify.me tool comes in: hashtag top influencers.
#B1G top influencers
#B1G hashtag usage patterns
We see some fairly clear trends here: #B1G is used the most on Saturdays and Sundays in the mornings before 10am EST and in the evenings after 6pm EST. Although we could employ a strategy of trying to stand out by tweeting when fewer people are tweeting on the hashtag (between 11am and 5pm EST), most likely the people who follow #B1G will only check Twitter for it during the hours that it’s normally used. As such, we should tweet when #B1G is used the most to connect with more users.
What are you waiting for?
Stop missing out on potential customers by sending out tweets with the wrong hashtags at the wrong times. Start using Hashtagify.me today so you can maximize your brand’s reach on Twitter. And don’t forget to share this post!