Another Super Bowl and another list of meaningless Twitter hashtags on the ads. Look at these hashtags to see if you have any idea what brands they belong to: #gethappy #braverywins #nodrama #yourbigidea #wishgranted.

Some hashtags made more sense: #cookiethis #clydesdales and #calvinklein. According to hashtags.org, the more specific hashtags fared better with tens of thousands in use. While the vague hashtags, like #nodrama, got around 350 tweets. What is the conversion rate from the total amount of viewers (over 100 million) to 350 tweets?

Stats like this lead me to the theory that Super Bowl ad hashtags are not meant to be used. I mean if they are, great, but if they aren’t, who cares. It’s more important for hashtags to be on the ad so the agency and brand look like they are in the social TV game. In advertising, perception may be more than half the battle.

If the main goal for the ad hashtag is not use, it takes on a new meaning as part of the branding rather than a throw to your smartphone. They act as a sub tagline stamped with a pop-culture punctuation. In this context, I quite like them.

Here’s why hashtags on ads are not widely used by viewers — ads are conceptual and hashtags are very specific. From what I gather, ads raise awareness, invoke emotions and create desire. Then, the endframe subtly attaches this feeling to a brand. If this job is done well, the conversation will flow. Yes, it’s not all neatly tagged for marketers to track but that is ok. Twitter keyword searches work too.

Social media is chaotic. It’s fragmented, lightening-fast and uncontrollable. Better to watch and listen so that you can contribute great real-time content (for example, the Oreo “dunk in the dark,” image). This was a good reaction rather than a prescribed path, and that is social.

5 Killer Strategies to Dominate Social Media’s Big 3: Facebook, Twitter and YouTube – this could be the longest infographic ever

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United Way and HelpGood will be working together to promote United Way’s “LIVE UNITED” campaign. The campaign’s focus is to mobilize communities to give, advocate and volunteer to improve the building blocks of a good life and advancing the common good. Initially launched in 2008, the LIVE UNITED campaign inspires and encourages people to partner with United Way by becoming more involved in their own communities, either by volunteering, giving, or advocating for change.

HelpGood will develop an overarching strategy for the campaign to be implemented across United Way Worldwide. In addition, HelpGood will implement tactics in collaboration with the Ad Council and United Way to conduct outreach to bloggers, engage and grow United Way’s social networks across multiple platforms and to create a social media toolkit for ongoing implementation.

You can view the full press release here.

Brand mascots became popular in 1950s with TV advertising and are coming back stronger than ever, through social media.  Even the Ad Council has been utilizing mascots through social media.  Currently Smokey Bear is the face and voice of his own Facebook and Twitter pages.

“Today, social media is giving marketers a whole new playground to test and nurture mascots. “I think the web is going to [bring] a heyday for creating new characters and stories,” Carol Phillips, president of consulting group Brand Amplitude said.”  Read the full article here.

New features on Google Analytics let companies tell Google what goals they want to achieve.  Google will not only show how many visits are coming from social networks, but how many of those visits will go towards your company’s goals.  Read the full article here.

Newsweek’s Mad Men retro issue has old advertisements including a special Smokey Bear ad.  Check out all the different ads and vote for Smokey here: http://bit.ly/x0Xs3j

You can vote as many times as you want.  Share with your friends and let’s get Smokey’s ad to the top!

Nonprofits- don’t forget about blogging! Although social media sites like Twitter and Facebook serve their purpose, blogs can be a powerful tool for sharing ideas and building communities!  Read the full article here.

 

The Super Bowl always features plenty of innovative commercials, but this year one in particular stood out to us.  Bud Light’s “Rescue Dog” featured the same rescue dog that was featured in The Shelter Pet Project’s ad “People Park.”

Not only is this partnership beneficial to help raise awareness for pet adoption, but Bud Light will pledge $1 to Tony La Russa’s Animal Rescue Foundation in Walnut Creek, CA for every new like on the Bud Light Facebook page.

Speaking of shelter pets, HelpGood recently concluded our work for The Shelter Pet Project social media outreach efforts with outstanding results!

  • 3 Million impressions, featuring coverage by the general population as well as top ad industry and pet blogging websites such as Adweek and Petfinder
  • 90+ posts by bloggers such as moms, animal lovers, and Latina groups
  • 200+ Tweets, Facebook, and Google posts

It was ultimately an extremely successful campaign and we were happy to raise so much awareness for the cause.  HelpGood focused on social media and blogger outreach and utilized in-house developed social listening tools to help track campaign analytics.  With this campaign and the recent Bud Light commercial, we hope the number of animals being adopted from shelters hits an all time high!

Here’s a nice blogger success story.

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HelpGood helped The Shelter Pet Project connect with bloggers to promote their new campaign.  The funny PSAs really resonated earning great participation from bloggers helping to spread the campaign across the blogosphere, Twitter, Facebook, Google Plus, Tumblr and more.  In just a few weeks our social media agency was able to generate

3 million impressions

Great traction with bloggers in key categories

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