May 19, 2020

Four strategic ways to use #hashtags for marketing

marketing strategies
Facebook hashtag
Twitter hashtag
Bizclik Editor
3 min
Four strategic ways to use #hashtags for marketing

Hashtags, that # symbol placed before a key word in a social media post, can be a powerful way to increase brand awareness and help grow an organisation. But, if used incorrectly, hashtags can lose their significance and power. 
Lee Hawksley, Managing Director of ExactTarget Australia, said businesses can cash in on the growth of hashtags this holiday season, "Hashtag use continues to grow and with Facebook recently introducing them to their platform, that growth is only likely to increase. Approached thoughtfully and strategically, hashtags can be a really effective way to break through online chatter and better communicate with your audience.”

1. Build anticipation around an announcement

Businesses can use pre-launch hashtags to gage the level of interest in a product. This can not only help businesses spread the word about their new offering, but also predict estimated sales levels. 
Music albums are an excellent example of where this is done well. Justin Timberlake used a hashtag on multiple social networks to post pictures, videos and other media assets to build anticipation around his upcoming album #The2020Experience. Because his fans were thrilled to assist in building album anticipation, they adopted the hashtag as well, increasing its momentum. 
2. Be consistent and simple

New hashtags are added by Twitter users every day. Consistently use the same hashtags when referring to your business so your followers can find relevant tweets quickly. Having consistent hashtags also means followers can easily add your hashtag to their posts. Shorter hashtags work best. It can be difficult to remember long, complex hashtags, and followers are more prone to get them wrong. 

Read related articles in Business Review Australia

3. Give your followers a community with a hashtag

Twitter isn’t all about you. Turn the attention back to your followers. Providing a community hashtag such as #[brand]chat lets followers interact with each other and your brand by bringing together all your followers in one place. This also means that some followers will begin to ‘self-service’ by addressing minor questions to fellow tweeters rather than to customer service. 
4. Be relevant but not too self-promotional

Remember that Twitter is about engagement. It’s a place where people share their thoughts and opinions. Don’t bombard followers with constant self-promotion or they will soon unfollow. Instead focus on genuine engagement and conversation. Content should be relevant and interesting, but doesn’t always have to be about your organisation. Think about re-tweeting, replying to or adding followers’ tweets to your favourites. This shows them that you are open to two-way dialogue and value their input. 
Social media provides a unique opportunity for brands to connect with fans on an individual level. Smart execution of the hashtag can help you drive engagement that builds loyalty and brand advocates. 

Read more about social media marketing in Business Review Australia here.


About ExactTarget 

ExactTarget is a global Software as a Service (SaaS) leader that powers all types of interactive marketing messages through a single, integrated platform. Our messaging platform provides organisations a single platform to connect with customers via email marketing, mobile marketing, social media marketing, dynamic sites and landing pages.

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Jun 18, 2021

Rainmaking + ESG Launch Supply Chain Resilience Accelerator

4 min
Rainmaking and ESG have launched the Supply Chain Resilience Accelerator, uniting startups with enterprises and championing innovation

Rainmaking, one of the world’s leading corporate innovation and venture development firms that create, accelerate and scale new business, has partnered with Enterprise Singapore (ESG), a government agency that champions enterprise development, to launch Singapore’s first ‘Supply Chain Resilience Accelerator’.

The new programme will unite startups and enterprises to boost scalable technology solutions that help fuel supply chain resilience by addressing pain points in transport and logistics. 

Over the last 13 years, Rainmaking has launched 30 ventures totalling US$2bn, including  Startupbootcamp. Having invested in over 900 startups that have raised more than US$1bn, Startupbootcamp is one of the world’s most active global investors and accelerators.

The new programme looks to help build more resilient supply chains for Singapore’s burgeoning network of startups by leveraging its advantageous position as a global trade and connectivity hub. As part of the Supply Chain Resilience Accelerator programme, no less than 20 startups with high-growth potential will have the opportunity to become a part of Singapore’s vibrant ecosystem of startups.


Calling Supply Chain Solution Startups!

The programme will kick off with an open call for startups who specialise in supply chain solutions for end-to-end visibility, analytics, automation and sustainability. 

Applicants will then be shortlisted and receive nurturing from Rainmaking, fostering valuable engagements with corporates to drive scalable pilots with the aim to stimulate investment opportunities.

Covid-19 exposed the fragility of global trade, and the Supply Chain Resilience Accelerator is our opportunity to spot weak links and build back better. Piloting outside tech can be an incredibly efficient way to test viable solutions to big problems, provided you de-risk and design for scale. Our programme does precisely this by helping corporate decision-makers and startups to work on compelling business opportunities, anticipate operational risks, and ultimately co-create solutions fit for wider industry adoption,” said Angela Noronha, Director for Open Innovation at Rainmaking. 

Pilots will run from Singapore, with the objective that relevant organisations may adopt successful solutions globally. To that end, Rainmaking is currently engaging with enterprises specialising in varying industry verticals and have expressed interest in partnering.  

“Even as we continue to work with startups and corporations all over the globe, we are so pleased to be anchoring this program out of Singapore. With a perfect storm of tech talent, corporate innovators, and robust institutional support, it’s the ideal launchpad for testing new solutions that have the potential to change entire industries. We look forward to driving the transformation with the ecosystem,” added Angela Noronha. 

One of the first selected corporate partners is Cargill, a leader in innovating and decarbonising food supply chains.

"Cargill is constantly exploring ways to improve the way we work and service our customers. Sustainability, smart manufacturing and supply chain optimisation are key areas of focus for us; exploring these from Singapore, where so many key players are already innovating, will help us form valuable partnerships from day one. We look forward to joining Rainmaking and ESG on this journey to work with, support, and grow the startup community by keeping them connected to industry needs,” said Dirk Robers, Cargill Digital Labs.

In order to raise awareness on the importance of building resilience and how technology can be leveraged to mitigate risks of disruption, industry outreach efforts will include fireside chats, discussions and demo days.

In July, Rainmaking will host a virtual insight sharing event for innovation partners as well as a ‘Deal Friday’ session that connects businesses, investors, and selected startups with investment and partnership opportunities. 

Programme events will also benefit Institutes of Higher Learning by offering exposure to how advanced practitioners leverage new technologies to transform traditional supply chain management and share real-world case studies and lessons learned, better equipping next-gen supply chain leaders.

“As an advocate of market-oriented open innovation, we welcome programmes like the Supply Chain Resilience Accelerator, which aims to help companies resolve operational pain points, strengthen supply chain resilience and spur growth in a post-pandemic world. With a strong track record in driving open innovation initiatives for the transport and supply chain industry, we believe that Rainmaking’s in-depth knowledge of the ecosystem and network of global partners can complement Singapore’s efforts in accelerating our business community’s adoption of tech-enabled tools, to better manage future disruptions and capture opportunities arising from shifts in global supply chains. This will in turn help to strengthen our local ecosystem and Singapore’s status as a global hub for trade and connectivity,” said Law Chung Ming, Executive Director for Transport and Logistics, Enterprise Singapore.

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