How can brands with multiple handles focus their efforts? Hard Rock Cafe’s answer to this question comes in the form of a hashtag. #ThisIsHardRock is employed across all their brand handles. Guests are encouraged to employ it, as well.
It’s a tactic that’s been successful at both crowdsourcing guest experience and managing over 20 global properties — in other words, community-building with earned media. But what specifically does #ThisIsHardRock do for Hard Rock Cafe? Lets take a look:
Influencers and Users
This is the most Retweeted Tweet mentioning #ThisIsHardRock over the past two weeks. Bella Thorne is a popular American teen actress and singer. She has 5.43M followers on Twitter. I had to Wikipedia her, a sure sign that I’m getting old. But that’s a personal problem. How is this use of #ThisIsHardRock benefiting the Hard Rock brand?
Using a celeb with tons of followers on Twitter means tons of impressions and eyes on Hard Rock locations; eyes that mightn’t have seen that content otherwise. It’s awareness-building (and younger generation-grabbing) at its finest.
In the last two weeks, a massive percentage of the Tweets sent out using #ThisIsHardRock came from Memphis, TN. Why, I wondered? Because the Hard Rock Hotel there moved locations, and the brand got serious about spreading the word.
In this way, #ThisIsHardRock is a great way for the Hard Rock brand to keep tabs on what’s going on with its various hotel locations, and effectively measure how well changes and events are being relayed to the general public by each individual hotel handle.
This Tweet saw the most potential impressions for #ThisIsHardRock – second only to Bella Thorne’s vacay humble-brag – in the past two weeks.
That’s a great indicator for Hard Rock that Rihanna is an artist that drives social media engagement, providing a healthy, informed jumping-off point for future content and event planning.
Not Just Twitter
I ran an Instagram Hashtag Report to measure the strength of #ThisIsHardRock over the past two weeks on Instagram. I found an interesting breakdown of mentions by country in the report.
The results surprised me – 51% of the mentions came from Hard Rock properties and guests outside the US! – but also got me thinking about the value of this information to a global brand like Hard Rock. Really, it’s invaluable: one glance at this data week-over-week gives a global brand like Hard Rock a good idea of which properties are seeing the most love and buzz on social media, what can be done to replicate those wins (by taking a closer look at the data for the high-percentage countries), how well their social media campaigns are being publicized, and how engaged each property’s community managers are with their clientele.
Hard Rock’s relationship with Playmates drives serious Instagram engagement. This post caught the most impressions by far on Instagram in the past two weeks, coming in at 144,597 potential impressions while the closest competitor garnered 67,329.
By leveraging Playmate of the Year 2013 Raquel Pomplun’s massive 144,698 Instagram following and associating Raquel’s appeal with the Hard Rock hotel chain, Hard Rock saw a serious win.
Many handles or just one?
Whether you have dozens of profiles, or just one per channel, it’s important to find a cohesive way to bring them all together and create an overarching social brand. #ThisIsHardRock has proven to be a successful way for Hard Rock Cafe to do that across their social channels. What have you found to be the best tactics for managing a disparate brand presence on social media? Let us know in the comments below!
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