Social Commerce Growth with Hashtags

Over the past few years, many social platforms have tried their hand at social commerce: the act of purchasing goods via social media. Although social commerce (a $14.25 billion industry) has seen its ups and downs, it's becoming increasingly more popular -- thanks in part to the hashtag.

Hashtags first began on Twitter, then grew to be included on other social sites like Instagram, Facebook and Google+, etc. They're essentially labels that help aggregate content and are very helpful for those who are interested in the same topic.

When it comes to searching online, businesses are using hashtags as connecting links between social networks. No longer is it simply social marketing, but it has truly become social commerce with a component of virality that includes discounts, coupons and more. When a friend buys something online via social, it is assumed that their friends will see the purchase and be prone to buy something as well. When you tie in hashtags, whether targeted or more general, a brand is automatically reaching a larger audience across multiple platforms.

As many researchers have found, the majority of the population go on social media to shop, read reviews (from strangers or friends) and more. Although those specific social platforms in use may vary, hashtags tie particular topics together while maintaining streamlined and simple programs for the user.

Today, companies like American Express have teamed up with Twitter to create a way to instantly shop with the use of an "actiontag." A user would simply tweet/post the distinctly branded "actiontag" which would automatically purchase the product. Additionally, hashtags are being used across a multitude of websites (to better filter content for fans), contests (to spark creativity) and even to help distribute discounts online, which in turn have proved to go viral with fans.

Although there's a lot more to witness as the relationship between social commerce and hashtags blossoms, we hope businesses will use the hashtag more creatively and effectively to promote sales in the future.

Tell us: Does your small business use hashtags in current marketing programs?

-- Samantha

Worried About Instagram Ads?

We all hate ads being shoved in our face left and right, but don't be scared, it seems Instagram's new ad campaign will actually be pretty pleasant. Pleasant ads? Hard to believe we know, but Instagram is being very careful not to repeat mistakes made by Facebook when they first introduced ads. Instagram plans to slowly integrate these new "promoted" posts by allowing only a few, hand-picked, brands with successful existing accounts. Such brands include, Levi's, Ben & Jerry's, General Electric and PayPal. By only allowing access to these big, well funded brands, the posts are much more likely to be high quality, enjoyable photos. Here are two examples from Levi's and Instagram themselves:

As you can see, these are actually pretty cool photos. If you don't agree and would rather not see a certain add, you even have the ability to click on the "..." in the bottom right-hand corner and hide and provide feedback on the ad. This will help Instagram learn what you like and provide more appropriate ads in the future.

Will these ads continue to be visually appealing and unobtrusive as time goes on? We will have to wait and see. No one really likes ads, but it is refreshing to see that Instagram is making the user experience its number one priority. How do you feel about this new introduction?

Mike & Samantha

NowThis News

If you haven't heard of the Instagram account, NowThis News, you most certainly will soon. With over 50,000 followers, NowThis News is changing the way people receive breaking news. NowThis specializes in using Instagram to deliver breaking news in 15-second video clips. Since its introduction last June, Instagram video has mainly been used to promote upcoming stories, events or campaigns, rather than breaking the actual news itself. This has been a pretty successful model for certain brands who have taken advantage of Instagram's latest feature, but what about news agencies? We all know that Twitter is the leading social media platform for breaking news, so why can't Instagram follow suit? Take a look at some examples of what NowThis News has been bringing to Instagram: http://instagram.com/p/fnhmiGM925/

http://instagram.com/p/fk_pWDs9_h/

This must be the most condensed, no-nonsense delivery of news in the history of reporting, and with our generation's ever shortening attention spans, nothing is more important than brevity. This is one of those ideas that is so simple it's genius. Not only does NowThis get you the facts quickly and efficiently, the videos are also very visually appealing.

We believe the introduction of NowThis will almost certainly impact the way traditional media breaks the news. How long until we see similar tactics from outlets like CNN, NPR, etc? If they are smart, and want to stay relevant with today's youth, the sooner they better. It will be exciting to see how fast NowThis grows and how much of an impact it will have.

-Mike & Samantha

How to Use a #Hashtag, for Beginners

Hashtags (links with the pound sign -- # -- in front) are everywhere. From Twitter to Google+, to Instagram and most recently Facebook, the proper use of hashtags can be somewhat confusing! Having said this, they're an important part of social media and should not be taken lightly when applying them to your brand's digital strategy.

To start, a # will make any word or phrase directly behind it into a completely searchable link. In essence, hashtags help aggregate content across many platforms and allows for better organization around a topic or conversation.

• Text following a hashtag should not (and cannot) include spaces, periods, commas, question marks, apostrophes, exclamation points or any special characters.
• Numbers are allowed.
• There are no limits to hashtags, so feel free to make up your own -- or better yet, enter in on a current conversation to stay extra relevant!

As mentioned above, hashtags can be used on a number of social platforms.

• Twitter: This is where hashtags first started. Be sure to check out the Trends section on the side of your Twitter feed to see the current list of hashtags that you may find interesting, typically based on your tweets.
• Instagram: Hashtags on this image-focused platform help you obtain new followers and also provide great sources of finding new users and interesting content.
• Tumblr: On here, there is a specific Tag area where you can input certain terms, which basically act as hashtags and organizes content around conversations.
• Google+: Similar to a Google search, clicking on a hashtag will show results relating to the topic at hand and will also give you the option of searching the # on Facebook or Twitter.
• Facebook: Although only introduced a few months ago, hashtags on this popular site have not done as well as originally expected. Although hashtags on Facebook serve a similar function as Twitter or Instagram, many digital marketers question the actual benefits of including hashtags in posts.

In addition to helping your company create or join a conversation online, hashtags often better help define a brand's personality. With a tone that may include sarcasm or humor, etc. hashtags can create a unique brand voice, which will ultimately keep your company top of mind for users. Note that you should not add too many hashtags to your posts/tweets, as more than 3-4 can often be seen as spam.

Lastly, creating a hashtag that your company or brand can own is crucial. Whether or not you decide to create your own or simply take over an existing one is up to you, as both have great benefits. Keep in mind the following:

• Creating a #: Be sure to do research before you choose. If you decide to join a conversation, make sure you pick a hashtag that has many users already using it. If you decide to make up your own, make sure that it's unique by checking to see if anyone has used it previously.
• Be consistent: After you decide on a hashtag(s), be sure to use them consistently across all of your brand's social platforms and marketing materials. Teaching your audience to expect certain messaging that will (hopefully) get them to tweet or post with your hashtag in the future!
• Make it short & to the point: Keep your hashtags short so they are clear to users and are easy to use by others. Also, be sure that the hashtag isn't too generic to keep it as effective as possible.
• Stay relevant: Be sure to follow current trending hashtags and be sure to use hashtags that relate to your business. If they're not relevant to you, don't use them as it'll end up looking like spam.
• Utilize your hashtag: A great way to kick off a new hashtag is by introducing it via a contest or promotion which will get the attention of your fan base. Do so in a creative way that will immediately make your fans think of your brand when they see it!

Comments, questions? Feel free to add them below and we'll get back to you!

-- Samantha

Where Sports Fans Engage on Social Media

Big sports fan? Ever talk about the game on FB or Twitter? You're certainly not alone.

Catalyst's annual fan engagement study studies sports fans to better determine where they play on social media -- and where marketers can better reach them! In Catalyst's recent study, the team surveyed 2,100 sports fans (16 and 64 years old) who follow the NFL, NBA, MLB, college football, college basketball and soccer.

A few top points are highlighted below, but check out the full infographic below

• Surprisingly, only 57% of fans surveyed "liked" a brand/sport team page to show their support -- versus 61% who "liked" a page for a coupon or discount.
• Although more fans are on Facebook in general, Twitter is the most popular platform on a game day.
• Post game, Instagram rises in popularity, when fans are most likely sharing images from the game or viewing party.

-- Samantha

Social Trend: Brands Increase Use of User-Generated Content

It's no secret that fans on social media engage more with content that's generated from friends or family. It's only natural to have an interest in those people who mean the most to you. This is why social sites like Facebook and Twitter have algorithms to tailor your Newsfeed with content from friends who you interact with the most, in hopes that you will be prompted to like, share, tweet, etc. on a more consistent basis. Now, this more approachable and relatable type of content is allowing brands take a big step in how they sell and advertise to the world. Instead of glossy, high-fashion shots, many brands and advertisers are aggregating user-generated images to push product awareness and overall brand loyalty.

When working on Herbal Essences, I came up with the strategy of incorporating more Instagrammed imagery onto our Facebook and Twitter pages to better relate to our young, female customer base. By using photos that looked like one our own fan would create, we were able to successfully insert the brand into a conversation that was already taking place within the social space. As a result, we saw an immediate increase in engagement.

[gallery type="square" link="file" columns="1" ids="545,546,534"]

Companies like Urban Outfitters plan to push the envelope further by including UGC (user-generated content) on their product pages to create an even fuller shopping experience. As quoted from AdWeek, “Social-generated images are creeping up on all of our marketing channels. That’s where our customers are," said Moira Gregonis, senior marketing manager at Urban Outfitters.

[gallery type="square" ids="535,533"]

Additional large retailers, including Dannijo and NastyGal, are also adding Instagrammed shots from consumers to their websites in hopes of increasing sales. “The user-generated content we pull [with the software] increases conversion rates,” said Mary Mentz, e-commerce strategist for Dannijo. “Our customers are six times more likely to purchase with [the social pictures] on our product pages.”

Although some brands wonder what they are truly getting back from highlighting fan photos, only time will tell. As for now, it's clear that they are driving more social engagement, simply because this new (and free) content is more approachable and relatable to "real" people. Just as user testimonials help a customer down the purchase funnel, so will these highly visual images of real people in actual product!

How do you feel about brands using YOUR images to sell products?

-- Samantha

Why People Overshare Online

We all have the friends on Facebook or Twitter who overshare the details of their lives with the rest of the internet. They're the type of people who consistently update statuses and feel the need to share every detail of their lives -- from what they last ate for lunch to their opinion of their favorite TV show. Although it's certainly their right, what makes it so easy to overshare on social media platforms?

Author and social scientist, Sherry Turkle, believes after one shares feelings or thoughts in a public space, the brain's neurochemical reward system is automatically triggered. This action, in addition to the idea that our private lives are constantly being infiltrated by reality TV and social media, adds to an innate urge to share.

In the most recent paper by Russell W. Belk titled "Extended Self in a Digital World," he argues that people's relationships with social media sites are ultimately allowing us to create a more complicated concept of who we believe we are as individuals. With the addition of various platforms that let us be creative through status updates, highly-edited pictures and funny videos, Belk says that humans are able to create a unique, desired identity in a space that makes us feel 'invisible.' Consequently, when individuals believe no one is listening or watching behind a screen, they gain more confidence to divulge personal details about their lives that wouldn't typically be shared in normal day to day life.

Overall, it's clear that the line between private and public is quickly disappearing with each status, tweet and Instagrammed photo. People want to be interesting, popular and cool. They want to be heard and respected -- and will often give up such self-respect to feel valued by their peers. But how far is too far? And how much worse will it get as our world continues to highlight reality stardom and materialistic values?

Tell us: How much do you share via social media? 

-- Samantha