Fixing Other People’s 404s for Link Building

Unless the webmaster is lazy or chooses not to keep information up-to-date for whatever reason, 404 fixing is the link-building strategy with the highest success rate.

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3 Tips To Building A Huge Thriving Network Marketing Organization

There is nothing like building a real team. That’s the beauty and power of network marketing. You can build teams and leverage the results and the efforts of other people. How do you build a thriving team, a team that have a clear road map to follow, a team that is making money and profiting in their businesses, a team that is unified like a family? Well in today’s blog post I’m going to give you 3 tips on how to build a THRIVING team.

http://goo.gl/TmR0Lw

31DBBB Day 14: Update a Key Page

Here we are, day 14 – two full weeks of tips to help you create the best blog possible, and plenty more to come!

Although this week we’ve covered social media, forums and groups, alerts, brainstorming, editorial calendars and even getting off your blog to find inspiration, we haven’t talked much about the static pages on your blog.

And that is what todays episode is all about!

Often these pages get left behind in the day-to-day grind of churning out fresh content. But think – how long has it been since they were updated? Are they full of old information? Do you have much of a schedule for updating them? I know that every time I check mine, there’s always something that needs changing.

In today’s show I run through a few types of pages you can make changes to and what you might need to change. There’s a lot to think about and plenty of tiny little items you should get in the habit of checking. I also touch on the need to update (and how) those posts you wrote years ago that still get high traffic – what can you do to bring them into 2015?

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Click here to listen to day two of the 31 Days to Build a Better Blog series on the ProBlogger Podcast. 

Originally at: Blog Tips at ProBlogger

Build a Better Blog in 31 Days

31DBBB Day 14: Update a Key Page

The post 31DBBB Day 14: Update a Key Page appeared first on @ProBlogger.

18 Sneaky Ways to Build Brand Awareness

When you need a tissue, do you ask for a tissue, or for a Kleenex? When you’re ordering a drink at a fast-food restaurant, do you ask for a cola, or a Coke? What about when you cut yourself? Do you look for a plastic bandage, or a Band-Aid?

Brand awareness

These terms are known as proprietary eponyms, and they’re the apex of brand awareness. These brands have become so well-known, they’ve replaced the generic terms for similar products in our language. 

For a brand or product to become a proprietary eponym is pretty much the pinnacle of brand awareness (sorry, Pepsi). Although you might not achieve this in your business, that doesn’t mean you can’t do a lot more to boost awareness of your brand.

While there’s no quick fix for becoming a household name, here are 18 brand-building strategies to help launch (and continue) your efforts. You may not become as well-known as Coca-Cola, but it can’t hurt to try, right?

Here are our best pieces of brand-building advice.

1. Referral Programs

Users will gladly spread word of your product or service when they know they’ll get an added perk. Dropbox is a great example of how smart referral programs can growth hack a business. Dropbox gives existing users 500 MB of extra storage space for every friend they refer (up to 16 GB). Back when Dropbox was still new, this referral program helped generate tons of word-of-mouth, delivering a huge number of sign-ups and saving Dropbox countless advertising dollars.

Brand awareness DropBox

2. Impressive Guest Content

Another great way to get your brand known on the web is to deliver ultra valuable, gorgeous looking content to share on other blogs. Guest posting (despite what some might tell you) is still a powerful way to get your name known in your industry.

However, run-of-the-mill content won’t cut it – you need to be guest publishing high-quality stuff. Create memorable, valuable content and you’ll be introduced to new audiences and make a lasting impression.

3. Infographics

Infographics are a bright and colorful way to display interesting marketing data and statistics. These content powerhouses often get shared far and wide, making them a great tool for brand building and thought leadership.

Take a look at the infographic WordStream produced earlier this year – it got thousands of social shares and brought in valuable links as well!

Brand awareness WordStream Bing Ads infographic

4. Freemium With Credit

Many awesome online products allow users to choose from a free version, which includes a watermark or credit line, or the option to upgrade to the paid version, which allows users to remove the mark or replace it with their own logo. While many users will opt for the free version, they’ll also be promoting your brand to others users. Some of those new users who see your product will go with the paid version! Providing a freemium product means getting yourself in front of more eyeballs, building your brand and bringing in paying customers.

Brand awareness newsletter signup

5. Local Partnerships

Another great brand building strategy is to get involved with local partnerships (this is tremendously important for local-oriented businesses, but can be applied for other businesses as well). Partner with other local businesses to hold join intro seminars or festivals. Sponsor local sports teams and donate to charity events. Getting your brand plastered around festivals and events will do big things for your brand.

6. Car Wraps

A classic tried-and-true strategy for building your brand is getting a car wrap! Car wraps are customized designs that can cover your entire car (don’t worry, you can still see through the windows)! They can attract a hefty amount of attention, and it’s a great way to ensure that wherever you go, people are becoming more familiar with your brand. Wrap your company car or even your own personal vehicle!

Brand awareness car wraps

7. Freebies

Everyone loves free stuff! Put your brand name on koozies, pens, Frisbees, etc, then give away your items at local festivals. 

Brand awareness giveaways and freebies

Koozies from Philly Phaithful

8. Social Media Contests

Run a social media contest in which contestants submit a photo or video, with other users voting for their favorites. Contestants will share the link with friends and family to get more votes, building your brand awareness as a result.

Brand awareness social media contests

A contest hosted with the help of Woobox

9. Social Focus

With the number of social networks constantly increasing, trying to be forever active on all of them is a fool’s errand. If your business is best suited to a particular network, then don’t be afraid to put the majority of your energy into a few sites. For example, photo-heavy sites might focus on Instagram and Pinterest. B2B companies often do best on Twitter. Know where your audiences hang and focus on those networks. You won’t want to totally abandon the other social sites, but save your biggest efforts for what you know works. Not sure about your core network? Start digging into analytics to see where your referral traffic is coming from.

10. LinkedIn Publishing

We already talked a bit about the value of guest posting, but there are also other methods to get published and spread your name across the web. Recently, LinkedIn began letting all users publish posts right to LinkedIn via the publishing tool. If your posts get enough attention, it could wind up in the LinkedIn home stream for many users. As an added bonus, having posts attached to your LinkedIn account also helps establish you as a thought leader! Of course you can also always set up your own company blog and post there – just make sure you share and promote your posts after publishing.

Brand awareness get published

11. Pro Story Telling

Want to be a memorable brand? Start with stellar storytelling. If you can create emotionally moving, compelling stories that connect deeply with users, they won’t soon forget your name. Here are some storytelling tips to get you started

12. Unique Personality

One surefire way to increase band awareness is by giving your brand a fun, unique brand identity. If you work in an industry were a little dose of comedy or personality is appropriate, being outrageous can make your brand extremely memorable.

A few major examples of businesses who inject humor and comedy into brand promotion include Old Spice, Poopouri, and Dollar Shave Club.

Not only did these hilarious ads leave an impression with audiences – they also became viral sensations, shared across the web and driving sales.

13. Podcasts

Starting your own industry podcast where you interview industry experts is a great way to build your brand while also developing relationships with others in your field. Some industries (like marketing) already have a hefty number of podcasts that would be tough for a beginner to compete against. However, for niche industries where there isn’t much on the airwaves, you could easily make yourself a household name.

Brand awareness podcasts

14. PPC Advertising

With SEO becoming more competitive every day, while organic Google real-estate shrinks, PPC is a smart solution for getting your brand seen on Google. With targeted keyword research, you could be showing up at the top of Google for relevant searches. Even if users don’t end up clicking on your PPC ad, seeing your name at the top of the search results makes an impression and is incredible for building brand awareness. Check out PPC University if you’re not sure where to start.

Brand awareness keyword targeting

15. Remarketing Campaigns

Remarketing is a pro strategy for boosting that good ol’ brand awareness. Why? Remarketing involves showing ads to users who visited your site, but left before converting. Remarketing ads are placed all across the web on sites your customers visit. Soon they’ll be seeing your business everywhere – on their favorite blogs, while shopping online, etc. This gives the impression that your brand is much larger (and has a much bigger ad budget) than it really is. And it’s a great way to increase your conversion rate.

16. Paid Social Advertising

Organic social marketing is becoming more difficult by the day, leading more businesses to turn to paid social advertising. Facebook and Twitter ads are relatively cheap and help get your brand seen on social. Whether or not users convert immediately, every added piece of familiarity counts when users finally are ready to make a purchase.

Brand awareness paid social

17. Controversy

While this strategy isn’t for everyone, one way to get your brand noticed is by being controversial. Take an unlikely stance on a hot industry topic, and you may find yourself attracting quite a bit of attention. Whether it’s good or bad attention depends on the subject matter and your approach. Then again, there’s no such thing as bad press (so they say anyway).

18. Influencer Marketing

Getting friends in high places is another easy way to boost your brand awareness. Find existing influencers in your industry whose business you could potentially complement, rather than compete with. Make use of your partner’s influencer network to promote your brand (while also building up valuable partnerships you can continue to make use of long-term).

With these brand awareness tips, you’ll be a super-star brand in no time. Any bonus pieces of brand awareness advice you want to dispense? Add your thoughts in the comments. 

 

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Online Marketing News: Twitter Gets Googled, Meerkat Makes A Cameo, Facebook Floats

The Science Behind Buyer Personas

How to Create Buyer Personas [Infographic] – Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research. Check out this infographic to find out. MarketingProfs

Twitter Officially Launches Ads Companion For Mobile Campaign Management – New tool, unveiled as a test last week, gives advertisers the ability to monitor and adjust campaigns from Twitter iOS and Android apps. Twitter

Facebook Gives Users More Control Over Their News Feeds – On Thursday, Facebook announced a set of features that will give each person more control over what he or she wants to see. In essence, you get to reprogram the algorithm. Facebook

TV Becomes Major Driver of Social Activity [Study] – A new study from ShareThis shows that traditional TV-watching has evolved to become a multi-screen social experience. How can networks leverage social to stay relevant? ClickZ

STUDY: Facebook Video Ads Thrive; Twitter Advertisers Must Go Mobile – Social advertising and data company Kinetic Social, a Facebook Marketing Partner, offered a look at first-quarter-2015 ad performance on Facebook and Twitter. SocialTimes

Only 20% of Marketers Use Behavioural Triggers In Email Marketing: Report – Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity. See why you should be using it. Econsultancy

Twitter Sets Birthday Balloons As Bait To Reel In More Personal Data – Company adds profile design flourish to encourage people to share their birthdates. The information will be used to serve more relevant information, including advertising. Twitter

Facebook Becomes the Fastest Growing Global Media Company – Facebook has long been a dominant social media platform, but now the brand has grown to be one of the most profitable media companies in the world, according to ZenithOptimedia. ClickZ

Meerkat Introduces Cameo, a Way for Viewers to Interact With Stream — and Facebook Integration – Meerkat this week introduced a new feature that allows viewers to take over and contribute to a live feed on the app. Called Cameo, the feature allows the filmer to select a viewer to appear on screen for up to 60 seconds. Meerkat

Facebook Adds ‘Videos’ Tab to Page Insights: Track Metrics Across Custom Date Ranges – Facebook announced a useful new addition today that will help page owners measure the success of their videos across custom date ranges. Facebook

Facebook Changes How It Charges Brands for Clicks on Their Ads – Facebook is changing how it charges advertisers for click-based campaigns to make sure that, in return for their money, marketers are getting more than social currency. Ad Age

Google Now Indexing 466% More Tweets, Still Favoring Higher Authority Users [Study] – Google is now indexing nearly 5x the Tweets as four months ago, yet more than 96% of Tweets still go unindexed. Search Engine Land

Twitter Introduces Video App Ads, Bidding Based On Actions & Installs – A year after launching its app install ad feature, Twitter says advertisers are getting strong ROI from the program. Marketing Land

Facebook Introduces New “Floating” Video Player, Continues Push on Video Content – Facebook’s march towards online video dominance continues, with another new feature added into the mix to get users viewing more video content. This week, Facebook is testing a new video player option where users can detach a video from the News Feed and move it to your preferred viewing location within the browser window. Social Media Today

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: WSI


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How to Harness Brainstorming to Build Great Content for Your Blog

Blogs can’t exist without content, and it is often one of the most stressful parts of blogging. Coming up with fresh, interesting, new content repeatedly for weeks, months, and years on end can take its toll if you don’t put strategies in place to help you before you get to burnout point.

Today’s challenge in our 31 day challenge is about alleviating some of that constant pressure (that you often don’t think about until it’s time to write) to allow you to just get on with creating content. Brainstorming ahead of time removes at least one of the obstacles to a full editorial schedule.

Brainstorming also allows you to step outside your blog for a moment and think long-term about things – you might have a great idea for a series, or even post ideas that aren’t just plain writing. It allows you to indulge your creative side for a moment and can result in topics you never even thought of but would be perfect for your blog.

In this episode, I share a process for coming up with ideas to write about that has worked really well for me. You’ll need a pen and paper, or even a whiteboard if you’ve got it. I’ll give you some steps to go through to define where your blog is headed, and help you create the ideas for content that will get it there. We also go through seven other ideas to help spark your creativity, which results in today’s challenge, which you’ll find on the podcast page (you’ll need them for tomorrow’s activity!).

See you tomorrow for the next episode.

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Click here to listen to day 11 of the 31 Days to Build a Better Blog series on the ProBlogger Podcast. 

Further Reading:

Originally at: Blog Tips at ProBlogger

Build a Better Blog in 31 Days

How to Harness Brainstorming to Build Great Content for Your Blog

The post How to Harness Brainstorming to Build Great Content for Your Blog appeared first on @ProBlogger.

Wow! Facebook Completely Changed the Way Advertisers Are Charged

Are you advertising on Facebook? You probably should be, since we all know that organic reach is dead, and everyone including your mother and her close friends are spending a significant amount of time on the social platform each day.

Well, for those of you intelligent individuals that already are, Facebook just revealed some shocking news. They’ve completely changed the way advertisers are charged per click!

 

Wipe the sweat away from your forehead, and stop running towards your computer to pause all of your Facebook campaigns: this is actually great news and will likely improve your ROI.

What’s Changing?

Facebook, similar to AdWords, operates on a cost-per-click (CPC) model, which previously charged for every action including clicks to links and apps, likes, shares, comments and even “continue reading.” Yesterday, they announced that in order to help advertisers better understand how effective their ads are in driving goals, they’ll only be charging for clicks to websites and apps. Hoorah!

So, what counts as a click again? Facebook clarified, “we’re updating CPC to only account for what we call ‘link clicks’ – i.e., the clicks related to certain ad objectives.” These include clicks to visit a website, call-to-action clicks, clicks to install an app, clicks to Facebook canvas apps, and clicks to view a video on another site. Basically any clicks that take your off the page onto another site (or into apps).

What About the Advertisers That Value Ad Engagement (likes, shares, comments, etc.)?

What it comes down to is the fact that likes, shares, and comments are not revenue-generating actions, and often mean nothing to the majority of advertisers.

Who wants to pay for likes and shares anyhow? It’s simply more logical to pay for traffic that is actually being directed to your website or an app that you desire your user to install. It will make the life of the advertiser easier when evaluating spend and effectiveness of the campaign as well. “Taking engagement actions out of the calculation makes it easier to evaluate performance-driven campaigns and set bids based on those desired outcomes,” says Marketing Land’s, Ginny Marvin.

 

But what about those advertisers that are focused on branding and reputation? Luckily these advertisers will still be able to target ads and bid for engagement, but these actions will no longer be tied to the CPC. “If an ad has lots of likes and shares, that’s a signal of high-quality content being delivered to the right people,” says Facebook. “It’s also important to remember that having lots of likes and shares on an ad or post is rarely and end unto itself. The most important factor for an ad’s success is bidding for the correct business objective.”

Facebook makes a valid point here! All too often advertisers are far too focused on followers, likes, and shares, when at the end of the day if they’re not getting traffic and conversions on their site, their main business objectives are not being met.

Twitter also made a similar change last year with objective-based campaigns.

Will Advertisers Really Save Money?

At the end of the day, most likely. CPC’s will be higher, and CTR is likely to decrease when likes, shares, etc. are taken out of the CPC equation. With that said, an advertiser will only be paying for more valuable, action-oriented actions, which will likely result in higher returns. So with higher returns and no longer having to pay for simple engagement actions, it’s likely that most advertisers will save and make more money.

“Advertisers should be happy because they want to back these buys into actual metrics – no one has been able to figure out the value of a like or a comment so it makes sense to pull that metric out,” entrepreneur Krishna Subramanian, told Business Insider. “Which will drive up conversions with clicks that truly matter and create more competition for true CPC campaigns because FB provides tremendous scale.”

Once these changes are implemented it’s critical to keep in mind that comparing past historical performance with current performance will become illogical. Luckily, “The new numbers should be a truer reflection of how their campaigns are meeting business performance objectives without being muddled by actions better associated with branding goals,” says Marvin.

What’s the Timeline on These Changes?

Well, that depends on how you buy ads. If you buy ads directly through Facebook’s Ads Manager or Power Editor, keep an eye out for any updated CPC implementation news, which should be coming within the next few weeks. Facebook has ensured that they will be providing messaging within the interface once the change has occurred.

For advertisers buying through a Facebook Marketing Partner, Facebook recommends speaking with your Marketing Partner to understand when they’ll be implementing the new API with updated CPC.

Lastly, those that buy through the API can begin buying ads with updated CPC today!

I’m curious, what are your thoughts on Facebook’s new CPC model?

About the Author:

Margot is a Content Marketing Specialist at WordStream with a background in PPC, SEM, content and digital marketing. Margot is passionate about writing and is also a regular contributor to Search Engine Journal and socialmediatoday.com. Margot was recently named the 25th Most Influential PPC Expert in 2015 by PPC Hero. She enjoys running and eating ice cream during her free time (not simultaneous although that would be impressive). Follow her on:

Twitter: @ChappyMargot

Google+: +Margot da Cunha

LinkedIn: http://www.linkedin.com/in/margotdacunha

You Cannes Do It! Award-Winning Ideas to Steal for Your Next Campaign

Cover-Cannes
The cool cats of Newcastle Brown Ale’s Cannes Lions-winning campaign.

Looking for creative marketing campaign ideas? What if I told you that there was a literal festival of creativity that celebrated the biggest and best marketing campaigns, and laid their secrets of success?

There is! It is, of course, the Cannes Lions International Festival of Creativity. They recently announced the winners for 2015, and with the exception of a few breakout hits like the infamous ALS Ice Bucket Challenge, they are mostly huge in scope with a budget to match.

But you don’t need to lay down millions to run campaigns that are creative and effective.

Great ideas are great ideas, and you can make them work with any budget. So steal these lessons from the Cannes 2015 award winners, and make them a part of your next campaign.

Something for every screen

There used to be just two screens that you could expect to find your audience in front of: their television or their PC. The rise of laptops that could be used anywhere added a wrinkle to this framework, but the domination of mobile completely decimated it.

Because mobile devices can be used in so many places and situations it’s nearly impossible to guess a user’s context and mindset while using one.

The proliferation of mobile has been a sore spot for many traditional advertisers, who have failed to adapt to the new environment. Department store chain John Lewis, whose Christmas advertisements have become a major part of the holidays in the United Kingdom, deserves credit for evolving with the times.

John Lewis’ The Bear and the Hare campaign, launched in Christmas 2013, was ahead of its time even by 2015 standards — as one might hope with a total campaign budget of almost $11 million.

A video breaking down the details of the Bear and the Hare campaign.

The core of the Bear and the Hare campaign was a beautifully animated advertisement, unsurprisingly starring a bear and a hare. There was tie-in merchandise that completely sold out of stores.

One of the campaign’s most distinguishing traits is that it had something for every context — including every screen.

bear-and-the-hare
Image source: iMore

In addition to the advertisements on television (and, of course, YouTube), there were also tightly integrated social media campaigns, a single by Lily Allen, and a narrated ebook for tablets.

All of this ensured that John Lewis could keep fans engaged with its campaign no matter what type of device they were using.


Ensure your campaigns touch every context your audience could be in.

Click To Tweet


Give something for (almost) nothing

In a desperate bid to get their hashtags into our tweets, brands constantly ask customers to “share their story.” So clichéd is this call to action that a Tumblr exists solely to mock it.

But these stories are very rarely interesting, and aren’t your real concern; what you’re really after is the awareness generated by someone sharing your campaign with their social circle. So why not merely reward the act of sharing itself?

That’s what Lay’s did with their “Tweet to Eat” campaign, which involved them installing vending machine/video advertisement hybrids at various bus stops in the UK.

The video screens served as a window into a chamber in which British sportscaster Gary Lineker is trapped, alone with his copy of War and Peace, pleading for you to tweet so that he may bestow upon you a complimentary bag of chips.

tweet-to-eat
It’s just a little unsettling.

The participant gets to experience something novel and fun, gets a free bag of chips, and has an incentive to tell all her followers about the campaign. It’s a win for everyone.

This tactic doesn’t only apply to elaborate, physical experiences; you can leverage social sharing as a way to spread word about your gated content, while giving your audience a frictionless way of obtaining it. We’ve even done it on one of our own landing pages:

Tweet-to-Download

Presenting sharing as an option in alternative to something else is a win-win: you get the chance to reach someone who may have been unwilling to offer their email, and they tell their friends about your content, all while making a choice they feel good about.


Offering content in exchange for a tweet helps spread the word and build goodwill.

Click To Tweet


Mock the machine

In the internet age, with information flowing freely about all kinds of media, consumers have more awareness than ever about how advertising works and just how often they’re subjected to it. And they’re not super happy about it.

That’s why advertising that acknowledges its inherent inconvenience, or makes light of the advertising machine itself, has been winning the praise of shill-weary consumers.

Geico’s award-winning concept began with one universal truth: everyone hates pre-roll ads.

Even the most ardent marketers skip them, anxious to listen to the latest hot single, watch the news or have their endorphins set ablaze by the latest adorable animal.

So Geico crams the entire ad into those first five, infuriatingly unskippable seconds, and rubs it in your face: “You can’t skip this ad, because it’s already over.” But you know it cannot be so.

youtube-bar

You, humble dot with the red road in your rearview mirror, can see the expanse of grey highway ahead.

This accomplishes what most pre-roll ads could never hope to do: it convinces you to not skip the ad. And it rewards you for doing so, treating you to hilarious scenarios in which the ad’s characters freeze in place, while the world of the advertisement continues unabated around them.

A dog, unhindered by the social decorum of his masters, jumps onto the dining table and devours its bounty. A vacuum races away to an unknown frontier. And, uh, this:

By openly acknowledging the pain of pre-roll ads and delivering something that’s actually worth sticking around for, Geico is able to connect with an audience that would have otherwise rejected them without hesitation.

Mocking the world’s most reviled ad format is one thing, but what about taking on the biggest, most braggadocious advertising event of the year?

Heineken’s Newcastle Brown Ale — a brand whose prime demographic is probably really into the sportsball framed their If We Made It campaign around the absurdity of advertising during the Super Bowl.

Rather than run an ad during the big game, they designed a campaign around the ad they would have made, could they have afforded to. It was complete with summer blockbuster storyboards, scathing focus groups and Academy-award winning actress Anna Kendrick, pretending (or maybe not) to be livid over not appearing in an actual Super Bowl commercial.

They pulsed the snippets out through daily videos during the week leading up to the game, ensuring that the campaign had legs longer than its runtime.

The result is infinitely more memorable than yet another whiz-bang 30-second ad in a sea of whiz-bang 30 seconds ads.


Highlight the absurdity of advertising; there’s nothing your audience could empathize with more.

Click To Tweet


Master the art of interception

In addition to producing a genuinely funny campaign, Newcastle also managed to make themselves a part of the Super Bowl advertising conversation without actually having to run a Super Bowl ad.

But that’s not even the craziest story of Super Bowl advertising interception — Volvo managed to leverage their competitor’s advertisements as part of their own campaign.

Volvo wanted to get the word about their new XC60 model, but like Newcastle, couldn’t afford to run a Super Bowl ad of their own. But rather than creating a sprawling, hypothetical campaign, Volvo settled for something much simpler: a hashtag.

Volvo piggy-backed on their competitors’ Super Bowl ads with a simple proposition to the public: tweet #VolvoContest mentioning someone in your life who deserves the new Volvo, and they just might get it.

Except, you can only do it while a car commercial is airing during the big game. In Volvo’s own words, “When Lexus spent $4.5 million for this [Super Bowl ad], Twitter looked like this:”

volvo-twitter

The results spoke for themselves: up to 2,000 Tweets per minute, about Volvo, during other car companies’ ads. Awesome for Volvo and #volvocontest, which ended up trending nationally and globally during the #superbowl, and a big “ouch” for everyone else.

While Volvo took advantage of their competitors’ ad spots, it at least came up with its own hashtag. One of the more controversial methods of marketing interception is hashtag-jacking, which means co-opting an already-popular hashtag for your own use.

This is almost universally irritating and in poor taste, but there was at least one organization with a mission worthy of intercepting one of Instagram’s most popular hashtags, #nofilter, which is used when a photo has had no filter applied.

nofilter

This hashtag has been used on Instagram over 131 million times and Waves For Water — an organization whose mission is to get clean water to those in need — co-opted it for their NoFilter initiative.

Their campaign promises to implement one water filter in an area of need for every 1 million #nofilter uses on Instagram. Each filter is capable of producing 1 million gallons of clean water. 1 mention = 1 gallon.

Click here to view the embedded video.

For a cause this important, one is willing to overlook the modest crime of hashtag-jacking.


Draw attention to your campaign by making it a part of a much larger conversation. Tastefully.

Click To Tweet


“Context” is more important than “cost”

The shared thread between all of these campaigns?

It wasn’t just about great messaging or a killer value proposition. And despite the high production value of some of these campaigns, it wasn’t how about how much they spent, either. It was about finding novel ways to become a part of conversations and activities that their audiences were already engaged in, without seeming intrusive.

Now more than ever, marketing isn’t just about how much you can spend to get the word out — it’s about whether the word you’re spreading is interesting to anyone but yourself.