Archive for the ‘Marketing’ Category

How to Attract Top Talent

October 2, 2014

Attracting Talent - Superman

Attracting top performers to your organisation is the key factor for future success according to many of the top CEO’s and one of the biggest challenges they are facing today.

Understanding how top performers think is critical and to get this right organisations must figure out what motivates and inspires them and then how to create an environment where these things exist.

Some of the common attributes that top performers look for in an employer are:

Real value alignment

Top performers want to believe that the organisation they are working for are strongly aligned to their own personal values. These ‘key’ corporate values must be clearly communicated and could include things like customer ethos, creativity and innovation, involvement in the community,  teamwork, opportunity and personality.

Quite simply “If you want me to work for you I must believe in you

Positive reputation

In the eyes of the top performer, the organisations they consider working for must have a strong, attractive brand and a great reputation in the marketplace. This by default will enhance their own personal reputation and help them to progress with their career. When the question is asked “where do you work?” you want to be able to answer proudly and even create a little job envy ..”Oh, you are lucky to work there“.

Special personal opportunities

Top performers want to know what sets the organisation apart and what does that mean for them: Special experiences, unique opportunities, enjoyment, satisfaction, achievement and rewards, career progression and a great work life balance are things that important for these individuals.

Development opportunities

The opportunity to develop both personally and professionally is crucial for the job satisfaction of high achievers. They want to invest their talent and precious career time in an organisation that can help develop them and progress their career positively.

Communicating

If these attributes genuinely exist in the organisation (easier said than done!) then the challenge is to communicate these to Top Performers in a way that attracts their attention.

Some of these attributes are easy to convey such as organisation success, great products and services but other ‘softer‘ attributes are difficult to convey in a believable way to prospective talent but it can be done.

Website

The organisation website will be the first port of call for anyone considering working with the organisation. Organisation websites are normally built with customers in mind but you will find that the more progressive ones will go to great efforts to demonstrate the opportunities that exist for staff and will try to provide evidence that their place is a genuinely great place to work.

While describing employee programmes and opportunities is a must on the website, the ‘evidence’ will come from the staff themselves and with clever corporate videos, team blogs, demonstrations of team activities and team testimonials the opportunities can be communicated in a believable way.

For an ‘active‘ job seeker the website will be useful, but to attract someone more ‘passive‘ who may not be considering a career change you must work much harder to get their attention.

Social Media 

Social media in particular, free from the formality of the organisation’s normal communications is a powerful platform for communicating the softer aspects of the organisation. These channels are the perfect way to demonstrate the personality of the organisation, the positive work life balance activities, the team spirit and publicising some of the community work and other things that showcase the ethos and values that exist.

For example happy pictures of team activities can speak volumes for any organisation.

For deeper messages well written blog posts, which allow more informal and softer communications can be distributed cleverly on the social media platforms to really demonstrate the special personality of the organisation.

PR

If the right attributes exist for the organisation then it is vital that these are communicated to the widest possible audience through the media using PR.

Your brand is ‘what other people say about you‘ so it is really important that you carefully plan and shape how your organisation is perceived. Not only should the organisation’s progress and success be communicated but every opportunity should be taken to publicise community work and other non-commercial activities that really show how special the place is.

One of the clever ways to do this for our clients is through profile pieces in the media with individuals who work there. These are a powerful way to capture stories and communicate the real personality of the organisation.

Awards

Awards are another clever way for an organisation to showcase other aspects of their personality and ethos. For example many organisations in Ireland are competing for the Chambers Ireland CSR  and ‘Great Place to Work‘ awards. Companies as diverse as Diageo, Microsoft, EMC and McDonalds are all participating in these awards, which demonstrates in a tangible way that it is not all about profit within their businesses.

In 2013 Fuzion proudly won a Chambers Ireland CSR award for our international Safebook anti-cyberbullying campaign, which we hope speaks volumes about the type of business that we operate. We care!

The top performer is not a work horse and they care deeply about their careers and about things that really matter to them.

Jim Collins in his iconic book ‘Good to Great‘ says one of the key factors of successful organisations is great people.

It’s up to you to attract them!

Greg Canty is a partner of Fuzion

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

SEO and the Impact it has on your brand

September 20, 2014

Jeff Bezoz, Amazon - Branding quote

A Simple test ….do a Google search using the keywords that describe what your organisation does and see how your website performs.

Crisis PR in Ireland’ , ‘PR firms in Dublin‘ …. Do your own search for your relevant keywords and see what happens. Include your location in the search, which is what most people normally do when they are searching.

From a business point of view it makes clear sense that if someone is looking for what your organisation is offering that they find you easily online. The very best way is for your website to perform for these ‘key‘ searches organically or naturally. If this is not the case your website is more than likely not properly optimised.

If you have done all you can to optimise your website and it is still not performing well enough then it makes sense to implement a Google Adwords campaign to ensure your website is appearing for ‘key’ searches in a prominent position.

While your website performance is essential for business is this the only reason your site should perform well for searches?

I feel another big reason your website should perform well is that it is an integral part of your overall brand. This might seem like an unusual reason at first as we normally thing of ‘descriptors‘ when we discuss someone’s brand attributes.

Jeff Bezoz of Amazon described a brand as ‘what other people say about you when you are not in the room‘. While it might be up to others to describe you this can clearly be shaped by how you portray your organisation through your actions, behaviours, products, services and all the visual cues or representations of your brand.

Your website plays a key role in this, not just in how it appears but also where it appears when searched for.

It’s difficult to appear as a ‘leader in the sector‘ if a random Google search for the services and products you provide has you appearing well below your competitors or possibly so far back on the search results you are not found at all.

If this is the case you need to optimise your website, which is mostly a very straight forward but methodical process and if necessary support this with Google Adwords pay per click advertising.

Where you appear is just as important as how you appear!

Greg Canty is a partner of Fuzion

Fuzion provide online consultancy and website optimisation services from our offices in Dublin and Cork in Ireland

The Ice Bucket Challenge and the Power of Social Media

August 28, 2014

Ice bucket challenge

Whether you love or hate social media you can’t deny if used properly it can be pretty impressive.

Take the ALS ice bucket challenge which began in America for the ALS (Amyotrophic Lateral Sclerosis – the US term for Motor Neurone Disease) and has raised millions over the past few weeks for the cause in America.

It then went on to go worldwide and in Ireland we have raised over €1.1 million to date for the Irish Motor Neurone Disease Association (IMNDA). This is a phenomenal achievement and a really really clever way to get the whole world involved for such a good cause.

The simple idea of the Ice bucket challenge, to throw a bucket of ice water over yourself and nominate others to follow suit while each donating €2 to the cause is a simple idea that went viral through social media and now you would be hard pressed to find someone who hasn’t taken part in the challenge.

Celebrities, politicians, sports stars etc have all embraced the challenge and pushed it out to their huge numbers of online followers through Facebook and Twitter.

This is just one example of the power of social media and it comes off the back of another very successful viral social media campaign for charity, the ‘No Make-Up Selfie’ in aid of Cancer awareness. This campaign encouraged women to post a ‘no makeup selfie’ to their social media pages and nominate their friends to follow suit. Again they each donated to the charity and in Ireland we managed to raise over half a million euro for the Irish Cancer Society as a result.

These are just two recent examples of how social media if used properly can be a huge channel to push your message out.

We often have clients who are too afraid to go online and set up social media pages as they have heard all the horror stories that come with being accessible online and let’s face it we can all think of one or two stories where social media went badly wrong. However, this is not an excuse to ignore the power social media has, the simplest of ideas can go viral in minutes through social media and so can your business.

…can you afford to ignore a communications channel like this?

Social Media is only a scary concept if you don’t know how to use it, so don’t be afraid of it, learn it, embrace it and use it!

Edel Cox - FuzionEdel Cox is a PR and Social Media Consultant with Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Cork and Dublin

 

BIG IDEAS . . . and how to hatch them by Jane Maas

August 11, 2014

We asked our special friend and legendary ad woman Jane Maas from New York for some inspiration about finding inspiration!

This never stop dynamo didn’t disappoint .. 

Three tried-and-true thought starters

Jane Maas, Mad WomenIt happens to everyone. You need a BIG IDEA, but your mind is a blank. So where do ideas come from? And how can you help make them happen?

Novelist Joyce Carol Oates says she gets inspiration for her books while she runs for miles. Legendary ad man and my boss of many moons ago David Ogilvy wrote: “First, I immerse myself in the research. Then I immerse myself in a bottle of wine.” As an advertising copywriter, I have depended on three ways to generate ideas. They always seem to work for me; I hope they’ll do the same for you.

1. Take a Boring or Bad Idea and Turn it Upside Down

What could be more boring than offering a coupon for a fast-food item? The chains have been doing it for years. “Here’s a coupon for a free appetizer when you buy a main course.” YAWN.

Burger King took a boring idea and turned it upside down when they offered a coupon on Facebook that was good for a free Whopper. But to get it, you had to unfriend ten Facebook friends and tell them they were worth only one-tenth of a Whopper to you. So people raced to unfriend ten friends before their friends could unfriend them.

Over 20,000 Whopper coupons were sent out in week – – which means that 200,000 Facebook friends were defriended. Lots of buzz, lots of media coverage. Facebook, concerned about its own reputation, ordered the campaign to be disabled. Of course, that fanned the fire, and the whole idea went viral.

2. Search the world and steal the best

McDonald’s developed the idea for their Happy Meal by observing the first principle of toy marketing – – make the product fun.

Maxwell House studied the beer business and noted the high success of new, imported brands; then they developed Maxwell House French Roast.

Step outside your own area and see what is happening in other categories. If you are marketing a financial product, for instance, look at what’s happening in cosmetics and fashion, automotive and packaged goods. This practice is also helpful for you, personally. If you spend most of your free time going to the opera, spend an afternoon at a soccer game. And vice versa.

3. Have the Guts to Take on a Negative

American Express Travel found out years ago that they gained amazing extra credibility by warning tourists that a certain museum tour actually required walking more than four miles.

Drano drainpipe opener saw their sales shoot up suddenly when they ran an ad saying the product didn’t work very well on bathtub drains clogged with soap, but was unbeatable on grease clogs in kitchen drains.

Domino’s Pizza made a gutsy move by running advertising admitting that their pizzas tasted terrible! They promised they were going to change to a whole new recipe. And then they conducted nationwide taste tests versus competitive pizza chains, and won hands down.

This campaign helped Domino’s achieve an overall same-store-sales gain of 117 percent – – the highest ever in the fast-food industry.

Next time you’re stuck for a BIG IDEA, try one of these. And happy hatching.

Mad Women - Jane MaasLegendary ad woman Jane Maas was a copywriter at New York’s Ogilvy & Mather and Wells Rich Greene.

She is best known for heading the “I Love New York” campaign.

Ms Maas is also the author of Mad Women, the tell-all account of what it was like to be a woman in advertising in the sexy, sexist Era of television’s Mad Men.

Mad Women is a really terrific read and not just for the gals out there – check it out.

Big Supermarket brands and the Shopping Bag test

July 28, 2014

Shopping Bags

We pop the boot open and the usual process of fishing out a bag or two to do our shopping starts.

I really hate having to do a big ‘weekly shop‘ so most of our shopping is done as required. The store we normally find ourselves at is Quish’s SuperValu where the staff are really friendly and it is the closest one to our home. While the selection of stock isn’t always too hectic it is a handy store for us and shopping there never feels like a chore.

When I pop the boot open I have to quickly grab a bag or two and I’m surprised how this simple exercise shows me how I feel about the different retailer brands and the ones I align with most.

My first choice is the SuperValu bag – after all, thats the shop I am going into and I feel its a good thing to bring a bag from the same store with you. It must drive a store manager nuts to see shoppers entering or leaving their store carrying a competitors shopping bag with them. I know it would really irritate me if a client came to us with some POS or other material from a competitor.

I also love the SuperValu franchise model and I feel this owner operator ethos leads to friendly community orientated stores often including a support and buy local agenda.

My next choice is the Marks & Spencer bag. This surprises me as I always like to support Irish but I do admire their dedication to quality food and I guess I am happy for that to be part of ‘my personal brand‘ as I do my shopping.

The M&S choice probably makes me look like a snob but my next bag choice would be either Aldi or Lidl. To be honest I can’t differentiate between either of these brands and regularly get them mixed up. I really don’t enjoy the shopping experience in these stores but I admire the simple value proposition and huge strides seem to have been made with quality and there seems to be a genuine effort to buy Irish. The adverts are working!

My next choice is Tesco. As a brand it still leaves me cold, with no stand out proposition but I do admire their Irish producers programme in conjunction with Bord Bia. Even though their share performance has been suffering they seem to believe that the Irish producers strategy will play a big role in winning in Ireland.

Bord Bia Tesco Supplier Development Programme

They are doing some great work with Irish producers improving their operations so they can do more business with Tesco.

My very last choice is the Dunnes Stores bag. Why is an Irish company, the one I should logically have an allegiance to, be the one that I connect with least? I really don’t get their brand proposition, I don’t understand it, I don’t see them connecting locally like SuperValu and nationally I don’t see any noise about supporting Irish – they could be the best at this but if they are I don’t know about it.

I know this is just my view and that my simple ‘picking a bag from the boot‘ analysis isn’t very scientific but then I look at the latest market shares in Ireland published in May 2014 and reported in the Irish Independent and see how closely aligned the reality is to my feelings.

German retailers Aldi and Lidl have continued to snap at the heels of Dunnes Stores, with the pair now commanding a combined 17.1pc share of Ireland’s multi-billion euro grocery market

Tesco retained its top ranking, but remains under pressure. Its market share fell 4.1pc to 26.3pc in the latest period, while Dunnes Stores also saw its position further weakened. Its share slipped 1.3pc to 21.6pc

SuperValu the chain controlled by the Cork-based Musgrave group – continues to snap at Tesco’s heels. Its share of the market, which includes its now rebranded Superquinn chain, rose 0.5pc to 25.1pc, confirming its second place in the supermarket wars

Industry insiders said the latest figures will be another wake-up call for both Tesco and Dunnes Stores in particular

Maybe Tesco and Dunnes Stores should do the shopping bag test?

How do customers feel when they pick up a bag from your store?

Greg Canty

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

 

 

Big Brands and the Shopping Centre Test

July 16, 2014

Shopping Bags

We pop the boot open and the usual process of fishing out a bag or two to do our shopping starts.

I really hate having to do a big ‘weekly shop‘ so most of our shopping is done as required. The store we normally find ourselves at is Quish’s SuperValu where the staff are really friendly and it is the closest one to our home. While the selection of stock isn’t always too hectic it is a handy store for us and shopping there never feels like a chore.

When I pop the boot open I have to quickly grab a bag or two and I’m surprised how this simple exercise shows me how I feel about the different retailer brands and the ones I align with most.

My first choice is the SuperValu bag – after all, thats the shop I am going into and I feel its a good thing to bring a bag from the same store with you. It must drive a store manager nuts to see shoppers entering or leaving their store carrying a competitors shopping bag with them. I know it would really irritate me if a client came to us with some POS or other material from a competitor.

I also love the SuperValu franchise model and I feel this owner operator ethos leads to friendly community orientated stores often including a support and buy local agenda.

My next choice is the Marks & Spencer bag. This surprises me as I always like to support Irish but I do admire their dedication to quality food and I guess I am happy for that to be part of ‘my personal brand‘ as I do my shopping.

The M&S choice probably makes me look like a snob but my next bag choice would be either Aldi or Lidl. To be honest I can’t differentiate between either of these brands and regularly get them mixed up. I really don’t enjoy the shopping experience in these stores but I admire the simple value proposition and huge strides seem to have been made with quality and there seems to be a genuine effort to buy Irish. The adverts are working!

My next choice is Tesco. As a brand it still leaves me cold, with no stand out proposition but I do admire their Irish producers programme in conjunction with Bord Bia. Even though their share performance has been suffering they seem to believe that the Irish producers strategy will play a big role in winning in Ireland.

Bord Bia Tesco Supplier Development Programme

They are doing some great work with Irish producers improving their operations so they can do more business with Tesco.

My very last choice is the Dunnes Stores bag. Why is an Irish company, the one I should logically have an allegiance to, be the one that I connect with least? I really don’t get their brand proposition, I don’t understand it, I don’t see them connecting locally like SuperValu and nationally I don’t see any noise about supporting Irish – they could be the best at this but if they are I don’t know about it.

I know this is just my view and that my simple ‘picking a bag from the boot‘ analysis isn’t very scientific but then I look at the latest market shares in Ireland published in May 2014 and reported in the Irish Independent and see how closely aligned the reality is to my feelings.

German retailers Aldi and Lidl have continued to snap at the heels of Dunnes Stores, with the pair now commanding a combined 17.1pc share of Ireland’s multi-billion euro grocery market

Tesco retained its top ranking, but remains under pressure. Its market share fell 4.1pc to 26.3pc in the latest period, while Dunnes Stores also saw its position further weakened. Its share slipped 1.3pc to 21.6pc

SuperValu the chain controlled by the Cork-based Musgrave group – continues to snap at Tesco’s heels. Its share of the market, which includes its now rebranded Superquinn chain, rose 0.5pc to 25.1pc, confirming its second place in the supermarket wars

Industry insiders said the latest figures will be another wake-up call for both Tesco and Dunnes Stores in particular

Maybe Tesco and Dunnes Stores should do the shopping bag test?

How do customers feel when they pick up a bag from your store?

Greg Canty

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

 

 

eCommerce – ‘Take Off’ with Online Trading Vouchers

June 22, 2014

Take Off

Fuzion are delighted to be working on two great initiatives that have been introduced by the Government and are being operated by the Local Enterprise Boards.

One of these is the Online Trading Vouchers initiative, which is designed to encourage and assist Irish businesses with eCommerce potential to get trading online and not miss the opportunity to expand their business. Vouchers of up to €2,500 are available to qualifying businesses.

This is a huge opportunity for the right business to literally ‘Take Off‘ by reaching new online customers for their products and services.

With the trend ever increasing towards online spending it is estimated that only 23% of small Irish businesses are engaged in any meaningful way in eCommerce sales.

For businesses employing less than ten people this percentage could be even lower. It is now believed that of online purchases made in Ireland that 70% of these are done in overseas markets. This is a huge lost opportunity for Irish businesses.

There is now an urgency to ensure that businesses recognise that this is happening and that they are encouraged and supported to respond to this digital reality in a meaningful way.

In order to support this goal, the National Digital Strategy aims to get a further 2,000 businesses trading online by the end of 2015.

The Online Trading Voucher scheme has been introduced to support those who wish to grasp this opportunity to expand their business.

Applications are now being accepted in the Pilot Regions of: Dublin City & County, Cork City & County, Kerry, Louth, Sligo and Waterford.

The €2,500 match funded Online Trading Vouchers are targeted at:

  • Small businesses that have a limited online trading presence
  • Less than 10 employees
  • Turnover less than €2million
  • Registered and trading for a minimum of 12 months
  • Located in one of the pilot areas under this phase of the scheme

The Online Trading Vouchers can be used for the development or upgrade of an e-commerce website such as implementing online payments or booking systems.

Other usage includes the purchase of internet related software, online advertising, development of an APP, implementation of a digital marketing strategy, consultation with ICT experts for early stage adopters of online strategy and training/skills development specifically to establish and manage an online trading activity.

In order to make an application those interested must attend one of the information seminars which will provide all the details as to how to apply but also how to best use and gain value from the voucher to support the business online trading proposition.

This is an opportunity not to be missed by anyone who has a small business with products or services suited to eCommerce sales.

Please spread the word and advise anyone who is interested that they must attend the seminars – Attendance is FREE and pre-registration is essential.

Are you ready for Take Off?

The Fuzion Crew..

Check out the other terrific initiative, Ireland’s Best Young Entrepreneur, which is a new competition to find Ireland’s Best Young Entrepreneur, with a total fund of €2 million available to invest in winning businesses and entrepreneurs in every county in the country.

 

Google + Your Business = Success

June 16, 2014

No one cares about Google+

I think the very savvy bunch taking my social media classes as part of the Digital Marketing Institute, Digital Diploma programme spotted my lack of enthusiasm for Google+ from a mile away. In truth they would have spotted it from nearly 10 miles away!!

I don’t get it, I don’t see the use for it and with the other main social media platforms Facebook, Twitter and LinkedIn each having their own separate uses and roles I find it hard justifying any precious time on Google’s social media offering.

Aoife O'Donovan - Starwood Hotels & ResortsI had one enthusiastic social media soldier who made a case for Google+ at the session so instead of me trying to wrestle some inspiration from deep inside me for a blog post I asked the very lovely Aoife O’Donovan, Social Media specialist with Starwood Hotels & Resorts to do the honours.

She didn’t let me down..

Over to you Aoife!!

Your potential customers are everywhere. If I whip out Google on my phone and I’m Googling “Pizza Cork Ireland”, you better jump out at me!

In the age of procrastination and Social Media marketing you cannot go wrong by spreading your Social Media presence a little wider to reach Google+.

A lot of Businesses focus on SEO and getting high in the search results. While Google+ may be the more anti-social member of the social media family it is a small but deadly weapon in your businesses arsenal.

Don’t ignore the giant search engine as Google will look more favourable on you if you play with their toys!

People are looking for you, Get found!

Get in the local Carousel, and get those stars. This is higher than ads folks on your search results so don’t turn your nose up at the benefits. Allow your business to be reviewed; it is not a bad thing. People are used to reviews and expectations are high.

Make sure you address customer service issues and use it as a learning opportunity.

Google+ Screen shot

 

“The Mappy Way”

You receive extra exposure around the location of your business.

If you are a walk in business it is crucial to give your customers directions via Google Maps.

Google + Screenshot

 

Connect with your customers:

With your Address, Phone Number, Website and Opening Hours you will never be more exposed.

Get your information right!  Link all your social icons on your website to be contactable so you never miss out on an opportunity.

Google + Screenshot

 

Easy to use

Google+ is visually appealing and really easy to use.

Even if you are copying and pasting an offer from Facebook to Google+ it looks cleaner and gives you exposure across more channels. Hashtags are a key trend and feature of Google+ posts.

Google + Screenshot

 

Communicate with communities

Share your business offers with communities and invite them to events of benefit to them.

As with all the social platforms don’t over spam these people, and make it personal and valuable to your potential customers.

Google+ Screenshot

 

If you haven’t yet set up your Google+ business page, why not start today by visiting this link.

If you need any more convincing Google it!

Aoife …you are a star, you make great, clear arguments for my favourite platform (not!!!) and you have given me some motivation for doing a little more with the damn thing – Google+, I hate you!! 

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Hashtags and Breadcrumbs

June 6, 2014

Hasttags Explained

I see the confused look on their faces and Hashtags are often just one step too far!

What is all this hashtag business?” I get asked.

At times it does feel like we are talking another language…

At my social media courses I think it is the one thing that definitely seems to bother people the most. It is a step too far: On Twitter they understand followers, they get following and know that tweets must be less than 140 characters but the mere mention of Hashtags and it seems to add that Tipping Point of confusion that never fails to get a few moans and groans of exasperation. Too much!

So what the hell are these nasty things and how and when might you use them?

In very simple terms a Hashtag is a means of adding a “tag” or label to a post (tweet) on Twitter by using the “#” symbol followed by a continuous set of characters. This is normally a word or a few words joined together.

For example if I prepared a tweet about a new shop opening in town I might tweet “Great to see a new shop opening on Grafton Street #Positivity

When you do this on Twitter it automatically changes the colour of this text, making it stand out and it also adds some “link” functionality to that word(s). If you click on this “link” Twitter will display a list of all the tweets where this hashtag was used.

In a way it gathers them together, which is really handy if it brings the reader to a bunch of tweets about a topic they were very interested in.

While Twitter will track popular topics and show you the keywords that are used most frequently in posts (trending) it will also track the most frequently used hashtags. If everyone who is talking about a popular topic uses a particular hashtag to label these posts it not only gathers them together but it also helps to get the topic trending.

Hashtag ExplainedSo when might I use a hashtag?

For me the single biggest advantage to the use of a hashtag is the simple colour change to that keyword. The text appearing in a different colour draws the readers attention to it and when used properly it can help to communicate the subject matter of that post. The link functionality as discussed earlier is an added bonus.

You can use your own hashtags (there is no ownership of them) or decide to join in on conversations about topics where a particular hashtag is being used already and use it in your posts – this can give you and your tweet visibility if this topic has stirred up a lot of interest.

For me a hashtag can be used in a powerful way to signify a Key Message of yours or a significant  “Breadcrumb” that you wish to leave behind about you and your business for the reader.

You might use a hashtag to label posts about:

  • An event or concert #LondonFoodFest or #EP14 (Electric Picnic 2014)
  • Elections #LE14 (Local Elections 2014)
  • A place #Dublin
  • A cause #LGBTRights
  • A sentiment #LoveCork
  • An outlook #Positivity
  • A philosophy #WinHappy
  • A show #Murnaghan
  • Your team #LFC #YNWA
  • Recommending followers on a Friday #FF
  • Publicising job opportunities #Jobs or #JobFairy

You can use the hashtags in very many ways to suit the occasion and to draw extra attention to the point you want to make or a particular keyword(s) in your post.

Murnaghan

You will find the more progressive TV shows will encourage the viewer to tweet about a topic being discussed and will suggest a hashtag to use – in a way the viewer is asked to “join the discussion“.

Hashtags are also appearing in adverts for brands, where they are often used to help create an association for the consumer between a sentiment and the product or service #LoveLife.

For me hashtags are used best when you decide on a “family” of these, which should be used consistently for you and your business.

Having decided on your key messages you might devise a range of hashtags that might best be used to communicate these little breadcrumbs about you and your business.

For example a restaurant in Dublin who prides themselves on using local artisan suppliers, who have an extensive menu with good gluten free and vegetarian options, who stock a range of craft beers and is very proud of the city and who offer free treats on a Tuesday, might regularly tweet using hashtags such as:

#SourceLocal #Artisan  #GlutenFree  #VegMenus  #CraftBeers  #LoveDublin  #TreatTuesday (hopefully not all at the same time!)

When you are posting you are best keeping your hashtags as short as possible, memorable and try to use them just one at a time in tweets. Used consistently and in the right context you would be surprised how quickly a place gets known for these things.

For example when I tweet I use hashtags a lot to draw attention to particular things in my posts and the ones I use most frequently are #Positivity (when talking about good news or job announcements) #WinHappy (when talking about Fuzion – this is a core philosophy) #FuzionFriday (when talking about our Friday lunch with the team) #FuzionPlaylist (when I mention the music playing in the office).

It amazes me when people play these back to me (“I’d love to join ye for FuzionFriday some day”) in the context that I intended and I then realise that I have managed to convey our key messages effectively by using this simple Twitter device.

I do fully understand people’s frustration with all of this new media and it’s quirks and idiosyncrasies but most of it is built to be easy to use ….once you know how!

You may prefer not to use hashtags at all (sometimes there may be no need) but if you want to get that special message across then start using this new language…

 #HashtagHeaven

Note: Hashtags are now also being used on other social media platforms but they are a very significant feature when used on Twitter.

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Cork needs your valuable input!

April 26, 2014

Cork - Big on Life

It’s important that destinations have a clear brand, which captures the essence of the place and one that is easily understood.

For over a year a team of us have been working diligently doing research, gathering information, conducting interviews, holding workshops, reading reports and executing surveys about the Cork Region.

Taking all of the findings, information and feedback we have carefully constructed a Brand Description, which we are now testing.

As part of this process we need your views on the emerging Cork Region brand and marketing strategy to help drive sustainable economic growth.

We have created a micro site to present this brand description so that we can get feedback from the Cork Region, the rest of Ireland and from around the world.

We want to know if it captures the essence of Cork and if the proposition is compelling and attractive as a tool for economic development.

We ask that you read the Brand Descriptor on the micro site and then take a few minutes to answer 12 questions at the very end of the process.

This should take no more than 15-20 minutes, which we know is a big time commitment but we really do need your valuable feedback so we can progress with this work.

You can access the microsite by clicking here: Cork Region Brand Descriptor

Thank you so much for your input!

Greg Canty 

Note:

The draft Cork Region place brand has been developed by a partnership of Cork stakeholders – led by Cork City and County Councils, and also involving Fáilte Ireland, University College Cork, Cork Institute of Technology, Cork Chamber, Cork Airport, Port of Cork and the South West Regional Authority.

The Destination Consulting service of Colliers International in partnership with Fuzion, Location Connections and Placematters is the advisory team.


Follow

Get every new post delivered to your Inbox.

Join 11,068 other followers

%d bloggers like this: