Use Hashtags and Television to Reach your Social Audience
Published: August 22, 2013
Author: Molly Shotwell
Today’s post is by Devan Brown, social media strategist and thought leader at Anvil Media.
Hashtags are making quite the appearance on live television nowadays. Everything from Keeping Up With The Kardashians to live college football games now has a hashtag associated with it. Sometimes, every plot twist, big reveal, and exciting development gets its very own short-lived hashtag.
These small snippets are effective at being the needle and thread that holds the audience together. And now that hashtags are on Facebook, this strategy provides even greater opportunities for marketers to connect with their audience.
This article will go through a step-by-step process to show how you can use lifestyle targeting and hashtags to make instant impressions on your audience and help increase conversions.
For starters, I’m going to choose a random product to illustrate this example: Mythic Paints – “A non-toxic, ultra low odor” interior home paint.
***Note, this product was chosen at random, they are not a client, and I have no affiliation with them whatsoever.
Step 1: Conduct Audience Research and Determine the Value Proposition of your Product
Gather audience research including demographics, psychographics, trends, consumption habits, and lifestyle traits. Normally you would have a long list of insights, but we’ll just pick two.
1. Mythic Paint is an interior home paint, so people who are redecorating their home might be interested in this product
2. Mythic Paint is non-toxic and safe for pets, so animal lovers and those with pets might find this product more appealing than other alternatives
With this information, you can start to paint a picture of who your audience is, and what types of networks and programming they might watch.
Step 2: Develop a list of TV shows that your audience watches
Brainstorm a list of networks and TV shows. There are a couple tools that will help you with this:
Tools I like:
- Use the trending shows feature to browse TV shows that might be relevant.
– Consider signing up for a TV Guide account and create a watchlist for each audience
– Use the New Tonight page to browse new opportunities
– Comcast TV Listings: Use the TV listings page to browse everything that will be on air
Now, for our final results based on insights:
Insight #1: Mythic Paint is an interior home paint, so people who are redecorating their home might be interested in this product
Possible TV shows to target:
- House Hunters – Real estate show that aids people in finding a perfect home
- Renovation Raiders – Home renovation projects and stories
- House of Bryan – Contractor specialist that takes on a home improvement project every week
Insight #2: Mythic Paint is non-toxic and safe for pets, so animal lovers and those with pets might find this product more appealing than other alternatives.
Possible TV shows to target:
– America’s Cutest Pet – An overview of cute pets from across America
– Cats 101– Beginning cat training for pet owners
– Dog Park: A look at the drama’s and flirtations of America’s dog parks
***Don’t forget to record what time the shows air so you know when to schedule the status updates!***
Step 3: Do Your Hashtag Research
Now that we have our audience insights gathered and know which TV shows we want to target, we need to conduct research to determine which hashtags the audiences use. There are a lot of hashtag research tools out there, but my favorites are Twitter Advanced Search and good old Facebook search.
Type in your keywords:
Then scroll through the feed that comes up to find relevant hashtags:
Pro tip: Look for other platforms and opportunities such as Instagram!
Make a list of your hashtags:
For our Home Improvement Audience:
For Our Pet Lovers Audience:
Then use Tweet Reach to find their impact:
At this point, I usually drop the hashtags and metrics into Excel in order to filter them by reach.
Step 4: Finally, Write and Publish Your Tweets and Posts!
Now the only thing left to do is write out your tweets and Facebook posts and use a tool such as Hootsuite to schedule them to air during the TV program. Additionally, I recommend setting up your phone to receive Twitter notifications so you can respond to any engagement that comes up.
Good luck! If you have other ideas or tips, leave a comment.
– Devan Brown is Anvil Media’s resident social media strategist and thought leader. She has over 5 years of experience in audience targeting, branding, and social media marketing. Her clients include Old Spice, Weiden+Kennedy Entertainment, Xbox, Internet Explorer, Medifast, Soloman Snowboards, and Bayer Material Sciences. She grew up in Walla Walla, Washington, and likes to bring the office bags and bags of Walla Walla Sweet Onions come harvest. You can find her on Twitter @devan_brown2.