Why Millennials will participate with Brands during Breast Cancer Awareness Month?

Let's face it, brands are having trouble connecting with millennials and millennials are eager to participate in causes through social media. Weather a friend, loved one or they themselves develop breast cancer, it has touched just about every person and every millennial. October is Breast Cancer Awareness Month and BreastCancer.org reports that one out of 8 women will develop breast cancer in their lifetime. Increased awareness and early detection are key in saving lives. The emphasis on awareness is so powerful that a simple tweet or Instagram post can be the reminder that saves a life, and millennials are the first to participate in a breast cancer awareness campaign. In fact 70% reported that companies are not doing enough to support the causes they care about, and a whopping 74% are more likely to pay attention to a company’s messages if the company has a deep commitment to a cause.

Chevrolet understands this and they ran the Hashtagart Mosaic below. With their pink heart shaped mosaic, the premise was that every person drives the message for a loved one in their life who has been touched by breast cancer. Chevrolet was incredibly successful in getting participation around the hashtag #IDriveFor, and by clicking around the heart shaped mosaic you can see all of the powerful messages contributed by Chevy fans & followers. In fact, when consumers land on a Hashtagart Mosaic, they will spend over 3 minutes clicking around the mosaic and absorbing all of that marketing.

Chevrolet is not alone. P.F. Chang's set up this Hashtagart Mosaic after painting all of their horse statues pink. They fought breast cancer "one taco or selfie at a time". 

Why is it so important for a brand to be part in Breast Cancer Awareness Month? According to Adweek, Breast Cancer Awareness ads boost Ford's image. With 63% said that ads "made them feel better about Ford as a company", 42 percent said that it "increased their interest in buying a Ford vehicle". The cause marketing will contribute to the brand's bottom line, and Hashtagart Mosaics are a perfect way to rally your fans & followers to help you spread the message. With over 3 minute durations per view, consumers will click around the mosaic to see other participants. The interaction is fun and the consumers love being part of the art.

 

2016 UEFA European Championship - Germany vs France

Germany and France face off in the second semifinal of the 2016 UEFA European Championship. Who do you think will advance? Who will drive their team to glory? Fancy a certain scoreline? Share your thoughts in our mosaic below and see what fans across the world are saying ahead of the match.

NBA Finals Game 3

To celebrate the NBA Finals, Hyperactivate has launched a Hashtagart Mosaic. Engage with NBA fans and browse the Hashtagart social media mosaic below.

Powered by Hyperactivate

Minnesota Gov. Mark Dayton has declared Tuesday to be "Prince Day" in Minnesota to mark what would have been his 58th birthday.

Prince died April 21 from an accidental overdose of the narcotic painkiller fentanyl. The governor's proclamation, issued Monday, is meant to celebrate his contributions to music and the entertainment industry, and his quiet philanthropy.

Did you know Prince released a song on Tidal before his passing? Check out the fan mosaic for the single "This Could B Us" here.

Muhammad Ali, 'The Greatest of All Time', January 17, 1942 - June 3, 2016

Powered by Hyperactivate

Why Brands Should Leverage UGC & Where

We as marketers understand word-of-mouth communication is the single most powerful form of commercial persuasion. When consumers talk and their friends listen, information gets passed and decisions are influenced. And with the evolution of social media, consumers can share information/content more freely on numerous channels and in many different formats. This information is better known as user-generated content (UGC).

User-Generated Content (UGC) - any form of content such as video, blogs, discussion form posts, images, audio files, and other forms of media created by consumers or end-users of an online system or service and is made publicly available to others consumers and end-users.

With endless streams of data and information at our fingertips (product information, comparison tools, peer review, etc.), consumers are doing their fair share of homework long before reaching a webpage or store. 

UGC campaigns are essential for this reason - they activate and engage the fans and followers passionate about your brand and get them chatting and sharing on your behalf. And because consumers listen to these individuals so favorably, brands are opting for user-generated content (UGC) versus brand-produced content for their marketing efforts. Why? Because the prior is exponentially more authentic and authenticity is vital when influencing buying and staying power. You’re more likely to try the new Mexican place if it's suggested by a friend than you are if you read about it.  So let's take a closer look into the value of UGC and when and where to leverage it. Also, be sure to read on for some great examples...

UGC Campaign Benefits:

  • Gives sense of ownership to consumers - they're in the campaign's driver seat
  • Authentic, peer-driven stories that fans will relate to.
  • Pictures, videos, and testimonials are all powerful content pieces that can be used for future marketing initiatives.

UGC Campaign Tips:

  • Create a central hub for users to visit and consume content, but drive traffic via other channels to gain traction.
  • Incentivize users to participate by incorporating a giveaway or sweepstakes.
  • Understand your audience: tech-savvy enough for photo uploads, spend time on social media?
  • Make the user experience as intuitive as possible. Larger giveaways and prizes may require input from consumers but don’t make them jump through unnecessary hoops to participate.
  • Straighten out any legal issues beforehand (terms of use, privacy policy, rights issues, etc.).

UGC Campaign Ideas:

  • Conventions and events (entice attendees to share their experience)
  • Product launches (peak excitement and anticipation for your upcoming launch)
  • New product names (open par to the creative process to your fans)
  • Packaging designs (see Red Bull example below)
  • Recipe ideas (great for summertime, holiday weekends, July 4th)

 

Burberry's 'The Art of The Trench' UGC Website

Now that we understand the benefits of UGC campaigns, how do we decide where to host one?

Social Networks

Brands have spent years amassing communities across their social channels; countless fans who log on readily to consume, discuss, and share the latest content. And while content is generally garnered from social, there are opportunities for campaigns to physically live there. This has become a fairly common practice with hashtag specific campaigns and Facebook fan pages.

UGC, specifically photos and video, accompanied by brand-specific hashtags are great ways to drive conversation and aggregate content for your brand. If you are a large brand, chances are you have already launched a hashtag-driven campaign of your own. Hashtags were originally designed to organize massive amounts of information working its way through Twitter. Now, they are used by consumers and brands to create conversations, interact with family and friends, and promote products and campaigns to large audiences.

Red Bull #PutACanOnIt UGC Campaign Submission

 

Running a UGC campaign on a Facebook page is a smart tactic as well, especially for SMB’s and mom and pop stores. For starters, Facebook is home to 1.65 billion (!!!) monthly active users worldwide so the opportunity to gather likes and engagement should pile up with even a bit of work.

But receiving likes is not enough to provide a sustainable business. Were Facebook to disappear, how would you contact your new fans? Running a UGC campaign, sweepstakes, or giveaway on your fan page allows you to collect leads! Shortly after, you should have a list of contacts to email once or twice a week with updates and helpful information that leads them to your website, where hopefully they will become customers.

414 Hotel UGC Facebook Campaign

414 Hotel UGC Gallery

 

Embed into your homepage

With many of Hyperactivate's blue chip clients, one of the most common objectives is to increase traffic homepage traffic. Hosting a UGC campaign on a webpage, where consumers already go to contact you, make a purchase, or check an order, simplifies the customer journey making the overall user experience more intuitive. If your goal is to indeed boost traffic, purchases, content consumption, etc., this makes for a solid choice.

Landing Page or Microsite

While embedding your campaign into your homepage may help to boost traffic, doing so could potentially harm the overall success of the campaign and here’s why - too many distractions. On a homepage, visitors have lots to digest between navigation panes, tabs, banners, pre-rolls and more and this could contribute to a drop-off in participation. The sole purpose of a landing page is to get your prospects to take a specific, desired action such as downloading a whitepaper/ebook, starting a free trial, subscribing to a newsletter, etc.

Activition's Call of Duty: Black Ops 3 UGC Campaign

Mix it up

Sometimes less is more, and you never want to bombard your fans. But if the strategy makes sense, multiple marketing channels could prove fruitful depending on the objective(s) of your campaign. Because of the embeddable nature of Hyperactivate’s tools, our applications can live on multiple channels and still update simultaneously with the same content. As previously mentioned, it is ideal to have a central hub for your campaign, supported by other channels.

Selecting the right channel for your UGC campaign is essential to its success. And with the ever changing landscape of social media, the opportunities are endless. Depending on your goals and objectives, there’s sure to be one most sensible for your initiative.

What are your thoughts on UGC and UGC campaigns? Have you had success, did one channel outperform another? Be sure to share your experiences and tips in the comments below.


Posted May 17, 2016 by Cameron Hogan (@camhog21)

Press Release: Hyperactivate Named a Cool Vendor in Social Marketing by Gartner

NEW YORK, May 9, 2016 -- Hyperactivate, a provider of innovative technology for identifying and tracking influencers to capitalize on social media, has been named a Cool Vendor in Gartner's recent report, "Cool Vendors in Social Marketing, 2016". The vendors selected, the report says, "help marketers move beyond audience building and simple sharing, toward helping brands capitalize on social advertising's unique targeting and content delivery capabilities, as well as leverage social communities via influencers and advocates."  Hyperactivate was one of 5 vendors recognized as Cool Vendors in Social Marketing. The complete report can accessed here:

http://www.gartner.com/document/3282917

"This year's Cool Vendors in social marketing help social marketers leverage the audiences they've built in new ways. They help marketers move from measures of audience size and engagement toward rich pools of audience and content insight, with relationships and connections that can be leveraged to drive results that matter to the business", say Julie Hopkins and Jay Wilson in the report.

Hyperactivate is looking beyond traditional social media influencer definitions to recognize the potential of everyday customers to carry the brand marketing messages. By tracking socially shareable content, Hyperactivate can learn where social campaigns get momentum, and track the individuals who actually drive conversions, like downloads and purchases. In many cases Hyperactivate helps identify hidden influencers while uncovering the effectiveness of known influencers.

"While this type of traction is commonly viewed to come from influencers with large social followings, we can help brands identify and measure the value from even those with relatively small followings. We can even sort an audience by value to the brand", says Marc Fischman, founder and CEO. "By using our technology, brands can cultivate their audience and social strategy in a more focused and efficient way by concentrating efforts on the real influencers that help drive more business or brand awareness."

Gartner, Inc., Cool Vendors in Social Marketing, 2016, Julie Hopkins and Jay Wilson, 13 April 2016.

Gartner Disclaimer

Gartner does not endorse any vendor, product or service depicted in our research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Hyperactivate

Hyperactivate offers a range of innovative content-sharing tools for campaigns that reach your followers and acquire new ones across all channels and devices.

Hyperactivate uncovered and continues to demonstrate how viral sharing, also known as participation marketing, gives visibility into 'word-of-mouth' and the ability to identify advocates that influence conversation. Formerly known as Hashtagart, the company has evolved into a full-fledged social marketing solution provider offering agencies, brand marketers, and media companies the ability to manage relationships with brand advocates and measure the amplification and impact of brand messages across multiple social channels. Hyperactivate is used by leading, Furtune 500 brands globally, and offers its services directly and via media agencies.

 

Mother's Day Engagement

Mothers_Day_Engagement Mother’s Day is fast approaching, and we as marketers know all too well our duties extend beyond Hallmark cards and gift certificates for therapeutic massages. And although the holiday is just a few days away, there’s still plenty of time to get your social media engagement tactics and marketing campaigns in order.

New insights on consumer behavior demonstrate there are still plenty of opportunities to engage and convert users over the next few days. Here are some glaring statistics demonstrating the tremendous upside of Mother’s Day focused marketing campaigns1:

  • 30% of people are likely to shop last minute
  • online shoppers spend 38% more than offline for Mother’s Day gifts
  • 33% of shoppers used their smartphones to find a gift for mom in 2015
  • Shoppers conduct highly targeted searches – flowers are the #1 selling item for Mother’s Day (yes, better sales than V Day)

And as of late, shoppers are celebrating with more than just their mothers – while 63% of purchases are for mothers and stepmothers; 2% of gifts go to godmothers, 7% to grandmothers, 9% to sisters, 10% to daughters, and 23% to wives.1

Now that we have shared some juicy stats, here a few tips and tricks to help drive consumer engagement and conversion:

  • PPC Campaigns: clicks for Mother’s Day do not start coming in until the last week so use some of your budget for these last few days. In your campaign use keywords to target stepmoms, grandmothers, aunts, sisters, friends, daughters, and wives.
  • UGC: User generated content is remarkably effective in driving conversions; one way to do this is by featuring UGC of influencers or consumers directly to your site or social media.
  • Instagram: take over Instagram with an influencer relevant to this holiday, for example a mom blogger, for the days leading up to Sunday and let her possibly run a giveaway of your products to get engagement on your account.
  • Pinterest: this is the number one social network for Mother’s Day searches. You can create your own board by asking your followers to submit pins. This creates engagement and on top of it you are including UGC as part of your efforts.

Now that you have some fresh insights on how and when to engage consumers, time to dial up your Mother’s Day marketing initiative and we would be happy to help. Hyperactivate has a number of social media tools (stylized galleries and meme generators) to help you launch a fun and engaging campaign. Check them out here or give us a call.

And if you have anything to add, we would love to hear it. What sort of tactics have you put in practice? Have you had success running a Mother’s Day campaigns? Connect with us below in the comments or reach out on our social media channels.

 

written by Angelica De Castiglioni, Social Media and Marketing Intern


  1. 2016: How Americans Will Honor Mom for Mother’s Day - See More At: Https://nrf.com/resources/consumer-data/mothers-day#sthash.G6KGimab.dpuf." National Retail Federation. Web. 3 May 2016.

"Millennial" is a Mindset, Not a Demographic

Posted March 17, 2016 by Cameron Hogan (@camhog21)

In recent years, few buzzwords have become as omnipresent as “millennial.” Revered as the most socially aware, authenticity-driven sector, millennials are shaping the economy and forcing companies to reevaluate the way they conduct business and will continue to do so for decades to come.

millennialMany may not realize, but millennials have become the U.S.’s largest living generation and have already surpassed Generation X to make up the largest share of the U.S. workforce. Yet, despite the sheer size and influence of this generation, the general attitude towards it feels both parts cold and warm. When used, millennial often carries a negative connotation as many Gen Y and Xers use it synonymously with self-absorbed and entitled or antisocialand social media + smartphone obsessed. And while some of these labels may be true for some, broad generalizations have no place in today’s society.

So how can we change our approach to and perception of the millennial population? During his talk at SXSWi, Refinery29 Co-Founder Philippe von Borries suggested dropping the term altogether stating “millennial” is really a mindset (not a demographic) comprised by individuality, global connectedness, and purpose:

“If you identify ‘millennial’ as a mindset, you create a culture and community of inclusion and empower everyone to be him or herself. To capture the imagination of the millennial mindset, you must recognize the power of niches. Find your niche, celebrate your individuality with passion — that’s embracing the Millennial mindset.”

To his point, this interconnected purpose-driven mindset extends well beyond millennials. They’re just the first generation to be raised in an always-on digital world of rapid change. This gives them a set of behaviors and experiences far different than their parents.

TRENDS AMONGST THE MILLENNIAL NICHE

Brand Loyalty & Buying Behavior Their affinity for technology and wellness influences millennials’ lifestyle choices and buying behavior. They care about brands, but they generally don’t use them to navigate their choices. With endless streams of data and information at their fingertips (product information, comparisons tools, peer reviews, etc.), millennials seek out brands that offer maximum convenience at the lowest cost.

Media Consumption In reality this applies to society altogether but for the sake of this article, millennials largely consume content on mobile devices, obtain news via social networks, and watch series and movies on YouTube, Netflix and other online streaming services. If you’re still trying to target adolescents and young adults with TVCs and print ads, it might be time to take a step back and reevaluate where your ad dollars and resources are being allocated.

Influencers Millennials greatly favor Snapchat, YouTube, and Vine stars to celebs. Why? Because the prior is insanely authentic; those individuals look and talk like millennials. They care less about status and material items and more about experiences they can share with their fans and peers via social media platforms. Again — millennials care about brands, but they prefer suggestions from peers and influencers when making decisions. This is why many brands are ditching the :30s TV spots and investing heavily in “Vine-stars” and “Snapchat influencers.”

Access vs Ownership The early “must-haves” for previous generations (new car, music and luxury goods, TV or laptop, etc.) aren’t as important for millennials, who are putting off such purchases or skipping them altogether. Instead, millennials are turning to companies and apps that provide access to product without the commitment of ownership.

Life & Work Values Smaller salaries and larger debts mean less income to save, thus delaying long-term commitments like marriage and home-ownership. And as a result of these tighter margins, millennials are hyper-critical of the organizations they choose to work for and it’s changing the way(s) organizations position and view themselves — salary and an amazing benefits package, for many, are no longer top priority. The onus of millennials is on giving, changing, and creating purpose for their employers and on shifting perspectives from traditional ways of doing things.

millennials_are_people_too

From niche to movement to mainstream, this is how our culture has grown and evolved over time. Millennials are like all other humans; they just have different practices and preferences and there is nothing wrong with that. Rather than stereotype an audience, brands and marketers should focus their energy on serving a passionate group of individuals moving into their prime spending years. Millennials may be 18, 19, and 20 years old right now; but they become 27 and 30 very quickly (P.S. — Gen Z isn’t too far away). And for a generation where brand loyalty is essentially a non-factor, so many brands are passing up the opportunity to understand, embrace, and influence this group of individuals and their incredible buying power.

Participation Marketing - Engaging @ SXSW

Posted March 7, 2016 by Cameron Hogan (@camhog21) Anyone who’s attended SXSW understands the FRENZY that sweeps the downtown area of Austin the first and second week of March. SXSW is one of the premiere platforms for tech and comms, music, and film; and for most, it’s a place where the primary goal is to engage consumers and influencers and have them participate in your brand initiatives ("participation marketing" at its core).

But with each passing year, the landscape becomes increasingly crowded as brands, startups, vendors, sponsors, etc. compete for attention. So for those who attend hoping to engage the masses and leave Texas with a sense of accomplishment, many ask, “How can we crack through the clutter? What tactics can we employ to get attendees to engage?” With so many gadgets and immersive tech-driven experiences, it is imperative to interact in a way that seems genuine and relevant rather than forced and “salesy.”

A few years ago, American Airlines executed an amazing activation consisting of two interactive spaces, a LIVE feed of aggregated social content, Instagram prints turned luggage tags, and a separate oasis with a half fuselage where users can charge devices and learn about the latest in AA’s in-air travel tech. The key was to inspire conversation among festival attendees and that's exactly what happened - AA became the #1 tweeted brand at SXSW Interactive beating out every single tech juggernaut.

Here are some other examples of meaningful ways brands inspired consumers to interact with them:

A&E - to promote the upcoming season of Bates Motel, the network built a replica of the show’s main set where fans tweeted for the chance to stay in one of the rooms for the night.

Ex Machina - the sci-fi film debuted at SXSW and used popular dating app Tinder to educate men and women alike who matched “Ava” about the film and artificial intelligence.

Mophie - partnered with the Saint Bernard Rescue Foundation to rescue tweeters in distress and short on cell phone battery (one in the same, right?). Fresh Mophie charging devices were delivered by the dogs and their walkers.

Similar to AA, these brands activated and guided fans and consumers to deliver branded messages across social channels, thus gaining tons of earned media and content that can be leveraged as part of their marketing initiative. Now, not all brands and mouths are created equal and if a marketer or brand operates in a low-interest category, they will certainly experience limitations and obstacles. However, the concept of participation marketing remains the same regardless and storytelling is a key component as demonstrated but the examples above.

Aggressively pushing your product(s) and service(s) turns consumers off; they (even marketers) desire stories and experiences. For example, Uber is not a taxi-alternative; Uber saves you valuable TIME by eliminating the hassle of hailing/waiting for a cab. Take your audience on a journey they will WANT to interact with and they will tell your story for you. Video is perfect for storytelling and all the rage at the moment. The evidence is all around us - Twitter’s First View Ads, Snapchat growth (this will be the overwhelming winner of SXSW2016), Instagram’s double-digit growth + video view counts vs likes, apps like Periscope/Meerkat; Utilize these tools to 1) tell your story, 2) engage your audience, and 3) drive participation marketing. These are all low budget alternatives to massive activations that you can ill afford to ignore.

Video in 2016 will be the equivalent of photo uploads in 2013 and will be as impactful as mobile social was back in 2011 and 2012. Just remember - storytelling must be authentic, creative, and original and if compelling enough, your audience will do the rest.