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#Hashtag Case Study: How @Nike is riding on #Justdoit success on Twitter!

#Hashtag Case Study: How @Nike is riding on #Justdoit success on Twitter!

Following our post on how KitKat is leveraging their famous tagline “Have a break” as a hashtag on Twitter, we have looked into some other brands to help businesses and digital agencies to get more examples, so that they can plan their future Twitter content distribution around hashtags and reach out to and engage a maximum audience.
Nike is another brand that has successfully converted their famous tag line (“Just do it”) into an hashtag (#Justdoit) on Twitter that people can relate to and often tweet with.

Example 1:

Nike has captured Monday blues sentiments and uses #Justdoit to motivate people to keep going on a tricky day after a weekend – the result is a single tweet is retweeted and favourited hundreds of times and helped brand to reach to thousands of people.

Example 2:

Nike replied to a tweet with the #Justdoit hashtag, and as the reply become part of the hashtag timeline it was viewed by many users and retweeted and favourited, increasing Nike’s reach on Twitter.

Example 3:

Nike uses nice images to create awareness around its hashtag. For example, Nike posted very inspiring images with the hashtag and as a result, the images were retweeted and favourited many times, meaning the hashtag also appeared in many timelines and become part of their engagement.

Overall, the gist is that hashtags can help businesses to initiate a buzz around their brands and relate to their audience, and a hashtag lifeline can be far longer than images, video or just text.

Tweepforce Roundup(1st Oct): Tim Cook Tweets, Surge in @Mention & Promoted Trends

Tweepforce Roundup(1st Oct): Tim Cook Tweets, Surge in @Mention & Promoted Trends

Tweepforce continue to roundup Twitter stories and help businesses leverage this platform for businesses and product development.

Rouhani to Tim Cook on Twitter

Tim Cook (Apple CEO), contrary to his predecessor (Steve Jobs), has jumped on the Twitter bandwagon with several other noticeable tech CEOs including Yahoo CEO Marissa Mayer, Tesla CEO Elon Musk and Dell CEO Michael Dell. Cook’s decision to join the social network demonstrates that Apple has recognised Twitter as a PR tool to reach out to both shareholders and customers.

Recounting his phone discussion with President Obama as “historic,” Iranian President Hassan Rouhani took to Twitter on Friday with a series of captivating tweets that amazed and cheered many foreign policy observers.

Takeaway for Businesses

Twitter is becoming the first port of call for public relations for bigger brands and celebrities, and therefore businesses and industry analysts within organisations must keep an eye on Twitter for relevant stories so that they can help businesses shape their future strategies;

Twitter Stats Shows More @mention than Links and Hashtags

A recent study into Twitter usage habits, conducted by Carolin Gerlitz and Bernhard Rieder captured 4,376,230 tweets, sent from 3,370,796 accounts.

The main findings are:

  • Hashtags were used in just over 13% of tweets.Only 25.8% appeared more than once, and only 0.7% (1,684) more than 50 times.

  • Only 11% of all tweets enclosed URLs, which is less than half as many as stated by other studies. Social and content platforms are predictably the most popular links. E.g

  • For linking: YouTube ranks first, though Facebook would be number one if apps.facebook.com was included. The next three most commonly linked-to sites are Instagram, Ask.fm and Twitpic.

  • People like to have conversations on Twitter, as it seems that 57.2% of tweets contained an @username mention. Some 46.8% of tweets started with an @username.

  • Takeaway for Businesses

    More @mention i.e. engagements among Twitter users, means that now businesses must engage in conversations on Twitter and think beyond scheduling tweets with links to their content and hashtags. Brands could consider using the Tweepforce’s Twitter engagement feature, which enables customers to initiate a conversation on Twitter that can continue until commerce is done!

    Trending on Twitter Increases Brand Awareness

    Twitter analysed 35 randomly-selected Promoted Trends running in 2012 and 2013 and the study highlights three ways Promoted Trends drive business outcomes:

    1. increased brand advocacy;
    2. greater purchase consideration;
    3. Long-term impact on earned media.

    Takeaway for businesses:

    Perhaps buying promoted trends is too expensive for small and medium-sized businesses, but finding ways to trends on Twitter can be good for businesses in the long run. Have a look at our last week’s roundup, where we highlighted ways to trend on Twitter.

    Tweepforce Roundup (27Aug): Recent Twitter Trends, Stats & Apps for Businesses

    Tweepforce Twitter Roundup brings together all stories related to Twitter statistics, current and evolving product updates and third party applications and how these developments can help brands to leverage this social media platform to grow their business. Let’s start with, how Twitter as a platform is evolving

    Twitter is embedding information beyond 140 chars

    Twitter introduced a fresh approach to explain the story behind popular tweets, adding a “related headlines” section below tweets that have been entrenched on other websites. Clicking through to a tweet’s permalink page will show websites that have included those links, adding context around tweets that might otherwise be difficult to comprehend.

    Tweet with related stories.

    Twitter is localising information

    Techcrunch has spotted that like the Trending TV feature on Twitter, proximity-based alerts are also rendered around hashtags, such as for actual, in-person events nearby rather than TV programs. This is one more example of Twitter’s play to be the platform of choice for discussions about all occasions, i real and virtual. Overall Twitter is finding ways to become a powerful player in location-based services so that they can drive revenues in the form of paid placements.

    Then see Twitter Statistics, Facts and Figures

    According to a new Twitter study, below are the Twitter statistics related to tweets per day to per second:

    In another case study for Eventbrite (the online ticketing company), analysts started assessing the value of a Facebook share in 2010 using their own in house technology; back then it was worth $2.52. In 2012 their latest study illustrates that the value per Facebook share has augmented to $4.15 which is an increase of 65%. The most fascinating statistic is that the value of a Twitter share has grown by 330%, from $0.43 to a $1.85. LinkedIn’s value has only risen minimally, by 2%.

    Furthermore according to the study, despite Twitter not generating the same level of revenue for Eventbrite, the traffic statistics show that Twitter drives more traffic per share than Facebook, with 33 visits per share compared to Facebook’s 14 visits per share. LinkedIn visits per share are not irrelevant at 10 visits per share, but sit at less than one third of the Twitter stat.

    How are Twitter and third parties controlling spamming and malware?

    Twitter knows spam is an issue, and their users know well that the social network has its fair share of it. Therefore a team of researchers is working to combat this problem. In a paper released this week, they explained how they’ve been working with Twitter to take a close look at how fraudulent accounts are made and how they can be stopped, and they’ve already come up with some promising results. The team, made up of researchers from George Mason University, the International Computer Science Institute, and the University of California, Berkeley, teamed with Twitter to buy over 127,000 dubious, automatically-generated accounts from 27 different suppliers over a ten-month period. Their aim was to try and create a way to block spam accounts before they’re created or before they’re used to spread viruses across the web. With Twitter’s help, the team were able to recognise a set of identifiers that could be used to determine when accounts were created using bots. Subsequently, when the researchers tried to buy 14,000 additional Twitter followers after Twitter implemented the suggested changes, 90% were dead on arrival.

    And finally what these recent Twitter developments means to businesses:

    Looking at current Twitter progress, the platform is on the rise when it comes to both sharing content per day and click through rate once content is shared on the platform. In addition, Twitter is rendering information based on interest and location with no place for spam accounts. Therefore brands can think of taking following steps to drive more traffic and revenue via Twitter:

    Tip 1: Tweeting must be integrated to social media strategy

    Businesses must integrate content distribution via Twitter into their social media strategy and share as much as relevant content using Twitter tools like Hootsuite or Bufferapp, which give an option to schedule content distribution based on their followers’ activities to gain maximum reach. The auto schedule feature also stops businesses from seeming to spam their content to followers. Businesses can use promoted tweets in order to reach people with similar interests, demographics and location to their product.

    Tip 2: Tweets must contain relevant hashtag and location specific information

    As Twitter is focusing more on rendering location-based information, businesses must include as much as location specific information via geo-tagging, setting up profile location, using local hashtags and scheduling messages as per local or event timeframes.

    Tip 3: Disengage bogus followers and focus more on engagement

    Recently, Twitter has been doing everything in their power to reduce spamming, through tightening their API usage rules and working with data scientists to identify patterns that indicate spamming, so that they can offset those issues. This means that to grow their following, businesses must do more engagement by identifying potential customers using Twitter advance search or relevant hashtags, or use tools that can identify a target audience and subsequently leverage various Twitter actions such as @mention, Retweet, Favourite or adding them to lists, to overcome the Twitter API limitation.

    Twitter is the best lead generation tool for businesses or brands

    Twitter is the best lead generation tool for businesses or brands

    In so many ways, the potential of Twitter for business, social CRM and sentiment analysis is obvious. Twitter is, after all, a real-time open system with more than 200m active users and 1bn tweets every two days. It’s a place where people talk about their intentions, interests and planned social engagements, and it’s also where industry experts are continually ready to give information on the latest topics and trends. According to a recent study, however, Twitter all too often fails to convert content into leads, with even such a relatively antiquated option as email marketing proving to be of greater value. So, how can businesses use the information garnered from Twitter for lead generation, while avoiding spamming?

    Determining the best way to do lead generation

    The good news for struggling social media marketers is that various Twitter tools exist with sentiment, location and social influence filters, which when used along with keywords, can filter the right people. Filtering people based on location, sentiments and social influence, then only on keywords, can be done via Twitter’s own Advanced Search page or with Tweepforce. A company specialising in holidays, for example, may need to find people who are looking for a holidays package to the place for which they sell packages, rather than all holiday seekers or those who have already bought packages.

    Engaging with the right people, but not spamming

    The key, therefore, is to engage with the right people in a non-spammy fashion. Once you find the right people, you should try to engage them depending on their social profile, or in other words, attempt to get their attention. For example, for those users who have only recently adopted Twitter or who are unfamiliar with Twitter other than tweeting, you may simply use the @ symbol, paired with their username, to respond to them.

    In the case of more experienced users, more opportunities exist to engage them, as these users check their @ connection tabs more often, alongside other Twitter activities. You could therefore favourite their tweet, follow them, add them to a public list, retweet them or accompany a retweet with a quote. Don’t forget, either, the great power of geo indexing, which allows you to determine where tweets are sent from – a technology that only becomes even more powerful when automated.

    In Tweepforce, for example, an advanced location identifier option allows you to detect location within tweet text, tweet geo location or user’s location. By adopting these methods, your business will attract attention, but not at the cost of appearing to be a spammer. However, you will also need to make sure that the profile or tweet is very precise after you have performed any of the aforementioned actions, so that the target customer only needs to take one quick look to ascertain what exactly you do, and how you can cater to their interests.

    Introduce an automation element to lead generation

    However, it also makes sense to introduce an automation element to your lead generation from Twitter CRM. After all, with 1bn tweets being made every two days, you don’t have any hope of manually tracking enough of them. What you can do, however, is use certain social CRM tools in order to fully or semi automate this process. Tools exist that can filter keywords based on such parameters as social keywords, social influence, locations and sentiments, in addition to setting appropriate actions against each tweet found in this process. For instance, if someone is looking for a holiday package to Greece, you could automatically send them a tweet with a link to a page on your website for a Greek holiday package, possibly with a discount code included. For automation, you could use Hootsuite search, the Buffer app or the Tweepforce lead generation tool. Indeed, there is a very advanced search option in Tweepforce that enables you to filter tweets based on location, sentiments, social profile and keywords. On the basis of the subsequent sentiment analysis, businesses can set an appropriate response, ensuring the high conversion statistics that only precise action can bring.

    Twitter: the economical and very high conversion lead generation tool

    Twitter is open to all of the means by which a business can filter the right tweets or people to find leads, and with the use of some smart technology such as engaging people with a response to their tweets, endorsing or appreciating their thoughts, those leads can also be converted into business. Such personal and precise ways of engaging with target customers ensures a very high conversion rate, and guess what? This particular lead generation process is also far cheaper than running Pay-Per-Click or social ads. By making use of Hootsuite search, Buffer app or Tweepforce for the automation of lead generation, you can achieve so many more conversions and generate more revenue from your social CRM campaign.