Open any TV channel or even print media today and there in the corner or splashed right across is a #Hashtag. A humble way of bucketing content and conversations in a stream, especially when there’s a 140- character or less (80 characters with a micro-link, is preferred).
It’s no secret that all media now look at social media streams for originating, building traction, as well as conversations around their content. Social Media is where discovery happens. It’s no surprise then, when you integrate your messages across all channels, the results can be spectacular.
That’s exactly what we have been advising our clients to do, right from the first digital amplification campaign we enabled for #MakeInIndia, where conversations around the launch event had over 100K people talking in 103 countries we tracked worldwide, resulting in a Billion online impressions.
Now consider 300 Million users reached in the span of last 3 weeks, simply by engaging bloggers, social media influencers and online media publications around product demo’s, the story changes from being a world first, into a well baked communication solution.
When you engage the ‘right’ people who are interested in your message, you end up creating disproportionately higher level of awareness and interest, because people who are passionate about their interests are eager to partner your effort in their interest areas.
Three things to remember:
- Content is important, but context is King! The right people with the relevant expertise and interest are best equipped to add value to your message.
- A blogger is not a reporter. He’s a reporter, editor and marketing manager for his publication (blog) rolled in one. You need to know how to engage right!
- Integrating messages across media works only if you have designed your content for it, or are willing to work with the online media to amplify their content.
If you do it right, you can make India’s Apple Pay moment happen, as HDFC Bank did with #PayZapp. Write to us at info@digiqom.com if you want it to work for your launches.