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Did you hear how Domino’s Pizza in the UK used Twitter and generated something over 80 000 tweets? What they did was to offer to reduce the price of one of their pizzas by one penny at a time when tweets were posted with the hashtag #letsdolunch. They set a floor price below which the pizza would not drop. The figures are thus:
Usual price of the pizza: £15.99
Number of tweets: 82 500
Final selling price of the pizza: £7.74
Price drop: £8.25
Number of tweets per £0.01 reduction: 100
The floor price was set at £6.59. In terms of how many people responded to this campaign, you would have to declare it to be pretty successful. It didn’t mean that Domino’s sold 82 500 pizzas. In addition to however many pizzas they did sell, they also gained enormous publicity that was reflected not just on Twitter but also in the increase of the number of likes they received on Facebook.
What is the Hashtag?
The hashtag works like this. Tweeters add the hashtag before a word or phrase. Twitter then groups together all tweets with the same hashtag. Twitter users can search for specific hashtags and in doing so receive a list of tweets using that hashtag. In turn, your tweet containing a hashtag may be retweeted, which opens up the possibility of many other people seeing it.
What follows are a few ideas for marketers to consider when using Twitter to generate leads.
Consider What You Want to Achieve with the Hashtag
It’s not difficult to create a hashtag, but you have to think carefully about what your aim is. Generating leads is one thing; sourcing a potential marketing manager is something else. The hashtag used by Domino’s appears to have done the trick for them.
One of the things that stand out with Dominos hashtag is that it was pretty well unmistakable what it meant. It had a very clear intention behind it. Thus with your hashtag, keep it specific and its meaning clear.
Something you might consider is creating a hashtag that is a definition of your business, a company brand if you like. The more you can get your followers to use your branded hashtag the wider your marketing will reach.
Another approach is to develop a hashtag for each marketing campaign that you run. This is a bit like what Domino’s did with their #letsdolunch campaign.
You must have heard of trending? If someone asks what’s trending, they are asking about what is currently popular, and more often than not what they are asking about are hashtags. A trending hashtag is one that has become very popular.
For marketers, trending hashtags offer a brief, but real opportunity to get a message out to a very wide audience. If you can latch on to a trending hashtag that is relevant to your business and talk about it in your updates you can potentially reach a large number of people. However, like many trends, trending hashtags don’t last long.
You can use hashtags in your Twitter posts. These won’t necessarily be trending hashtags (although, as explained above, they may be trending hashtags that are in some way relevant to what your company does). The hashtags that you use in your updates will simply be ones that are connected with what you are posting about.
One of the reasons for using hashtags in your updates is that it may well improve the search engine optimisation of your posts because your posts will be seen by people who are searching using the words in the hashtag.
For example, let’s say that a local coffee bar is going to be running a stall at a local event. One of the things it might consider doing is posting updates that include mention of the event. In this way it can be seen to be supporting the event. At the same time, people who search for the event will potentially come across the posts by the coffee bar.
The Domino’s Pizza example above demonstrates the potential of Twitter as a marketing tool. The above offer some simple ways of using Twitter hashtags to generate leads for your business.