Over the past few years, we have all seen an industry-wide shift toward “in-stream” content and campaigns. However, brands are still trying to discover how best to maximize their return on the time, money, and effort that goes into the creation and promotion of their social marketing initiatives.
Because content marketing has become something of a commodity, the first challenge lies in breaking through the noise and making sure your audience is seeing, engaging with, and sharing your content. The next—and even more critical—step is using the power of social media as the point of conversion for your marketing. How do you turn a like into a sale? How can a brand make sure to capture and engage their biggest advocates in a way that contributes to revenue?
As community managers, we see these attempts every day as brands run social giveaways in hopes for participation and post creative content in hopes it will be shared, all while crossing their fingers that the customers who like something one day will keep them in mind when making a purchase another day.
Turning Conversations Into Conversions
The best opportunity comes from keeping consumers’ engagement, participation, and conversion within the same social context, rather than pointing them away from the platform they are already active on.
While multitasking consumers are watching TV, doing homework or working on their computers, they are at the same time engaging on social and brands must make it simple for the user who has little time—and even less attention span—to engage with and respond to what they have to say.
So, in a perfect world, brands would be able to amplify great campaign content, create an instant conversion from those who have opted in (liked, retweeted, and shared), while also capturing user insights to better target future campaigns.
How to do this? Using an activated hashtag or “actiontag” to use social as the point of conversion for marketing, rather than just a messaging point.
Actiontags Make Social Tags Actionable
An actiontag is a hashtag that triggers a response. For example, rather than just posting “We have a #NewProduct!” a brand can post “We have a #NewProduct! RT if you #want more information about it.”
Here are three of the benefits of using actiontags in your social marketing campaigns:
- Participation via actiontags. When consumers express their interest in or support for something using actiontags like #want, #buy or #enter, they are explicitly—and publicly—raising their hand. That kind of social opt-in gives the brand an opportunity to respond directly and capitalize on that intent.
- Automated brand messaging. With automated messaging, a big brand now has the ability to reach out to each and every person who has raised their hand to be apart of a campaign that they have created. That allows brands to cost-effectively engage consumers one on one, opening up new marketing and conversion opportunities.
- Built-in amplification. Most social posts and messages are buried among thousands of others and have a difficult time elevating above the noise without a significant paid budget behind them. However, using an actiontag in your post creates built-in amplification—since the message spreads organically every time a consumer takes action on it.
Actiontags in Action
At Chirpify, we work a lot with brands, artists, and agencies to leverage actiontags to unlock the value of social content and conversations. Following are some best-practice examples of actiontags in action.
Recently, Chirpify executed several campaigns using the actiontags #Donate and #Enter. For example, when Adidas launched its new Carmouflage football cleats, fans were able to participate in a product giveaway by using the branded hashtags.
Rapper Eminem took his #GivingTuesday campaign to the next level by asking his fans to donate $10 to a Detroit-based charity, promising to match every dollar up to $100,000. Users who participated were then sent an automated message to donate directly.
Those campaigns were unique in that they didn’t make users break their normal social and online behavior. No busy landing pages, banners ads, or counting hashtags. Brands instantly turned fan participation into a social conversion.
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As the role of social media continues to expand, we’ll see more offline media efforts (TV, print, and radio) using social as the point of conversion for their campaigns.
Because they work any time a consumer posts, actiontags allow brands to capitalize on fan conversations and participation—even driven by external media. Using cross-channel campaigns and promotions to drive conversion via social will open up exciting new opportunities for brands and agencies of all types.