Analyzing Two Competing Hashtags to Understand how to Regain Share of Voice
As you may know, National Dog Day was August 26. You may—or may not—know that it was also Women’s Equality Day, honoring the anniversary of women gaining the right to vote in 1920 with the 19th amendment. Noting this coincidence, we analyzed the two hashtag campaigns corresponding to these events: #NationalDogDay and #WomensEqualityDay.
We asked, which conversation would account for the greater share of discussion, and what could we learn from the audiences to which they appealed?
On the day of, #NationalDogDay amassed 1,153,534 posts on social while #WomensEqualityDay only received 243,441 posts. Top retweets for #NationalDogDay are dominated by fun dog pictures or videos and gifs, while the top retweets for #WomensEqualityDay follow a more serious tone.
— PEANUTS (@Snoopy) August 26, 2015
Too many women still earn less than men on the job—and women of color often lose out the most. This needs to change. #WomensEqualityDay
— Hillary Clinton (@HillaryClinton) August 27, 2015
Looking comparatively at share of voice for these campaigns, the day of the hashtag campaigns and the day following, we can see that #WomensEqualityDay is dwarfed by #NationalDogDog, #NationalDogDog accounting for 82% of the total conversation surrounding these two hashtags.
Furthermore, looking at content sources, we can see that National Dog Day has a wider reach, gaining 6% of its attention on Tumblr, while only 1% of Women’s Equality conversation comes from Tumblr.
Besides the near universal appeal of dogs, why does #NationalDogDay garner so much attention? And how can Women’s Equality Day regain a larger share of voice?
To answer this question we first needed to know who was responding to each of the campaigns.
Demographics for the conversations show 58% women and 42% men discussing National Dog Day and 70% women and 30% men discussing Women’s Equality. Looking to Twitter, we can see the most prolific authors for #NationalDogDay are ESPN followed by the New York Mets. Obama is the most prolific author for women’s equality day followed by Harvard University, and the Huffington post.
To really understand the people behind these discussions, we compared the identified interests of those discussing each campaign. What types of people were responding to each campaign? In the AffinitiesTM graphic below, the interests falling to the left resonate more strongly with those discussing #WomensEqualityDay while the interests falling to the right resonate more strongly with those discussing #NationalDogDay.
We can see that #WomensEqualityDay conversation resonated very strongly with those interested in women’s equality and women’s rights. Those discussing #WomensEqualityDay are 117 times more interested in feminism, 190 times more interested in progressive politics, and more than 1,000 times more interested in women’s rights. Similarly, we can see #NationalDogDay resonated strongly with those interested in dogs and pets. Those discussing #NationalDogDay are 863 times more interested in pets, 17 times more interested in dogs, and 6 times more interested in animals.
While those interested in the two campaigns do share interests in digital media, health and celebrities presenting with equal interest), more fruitfully, this graphic illustrates where #WomensEqualityDay can target efforts in expanding its appeal to other interest groups. We can see that MTV, Los Angeles, Soccer, Fashion, Canada, and Atlanta, as well as Sales, NBA, and games, fall slightly outside the overlap in these two campaigns. Those discussing National Dog Day are two and three times more interested in the topics than those discussing Women’s Equality Day.
These points of interest provide a great opportunity to expand the Women’s Equality conversation. In the future, #WomensEqualityDay might partner with ESPN or MTV to break into these interest groups just outside their previous reach and capitalize on the influence of these authors over social. Furthermore, a partnering with the Women’s Olympic soccer team could be particularly effective, capitalizing on the interest in soccer as well as the connection with ESPN. Even better, a gif or video hitting these sectors could work well in breaking into a greater share of voice, and even aid in gaining traction on a visual friendly medium such as Tumblr.
By tracking when conversation about National Dog Day peaks, we identified that targeting efforts during the day from 10am-2pm would enable #WomensEqualityDay to reach the most eyes of the #NationalDogDay audience, and be most efficient in stealing back share of voice.
This analysis shows that analyzing the social data surrounding a competing campaign and understanding which audiences that campaign appeals to can provide insights to shape the future strategy for other campaigns, and even provide the tools to stealing share of voice in a conversation.
Find out more about women’s empowerment in advertising by reading our deep-dive analysis of women’s empowerment campaigns from four leading brands.