Measuring Social Media - stormchasersdigital.com · Social Media Networks ... collects data, stores...

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Measuring Social Media StormchasersWeb StormchasersDigital [email protected]

Transcript of Measuring Social Media - stormchasersdigital.com · Social Media Networks ... collects data, stores...

Page 1: Measuring Social Media - stormchasersdigital.com · Social Media Networks ... collects data, stores data, and builds reports based on the data ... Facebook Conversion Pixel 3. AdWords

MeasuringSocialMedia

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SocialMediaNetworks

•  Mostbusinessesarenowusingsocialchannels•  HavingworkedoutwhotheirAvataristheyselectthesocialnetworksthattheyaregoingtouse

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SocialMediaNetworks•  ShowofhandswhousesSocialMedia

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TrackingSocialConversions

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•  Totracksocialmediavisitorsonthewebsiteyouneedtoincludetags(codesnippets)onthepages

•  Othernamesfortagsare-“trackingpixels,”“pixels,”“trackingcode”

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GoogleTagManager(GTM)

•  GoogleTagManagerallowsyoutomanageanddeploymarketingtags(snippetsofcodeortrackingpixels)onyourwebsite(ormobileapp)withouthavingtomodifythecodeofthewebsite

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WhyIsThatGood

GoogleAnalytics(GA) GA,FacebookPixel

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AddMoreTrackingPixels

Tracking

•  FacebookPixel•  GoogleAdsConversion

Tracking•  Hotjar•  LinkedinInsights•  PinterestTag•  Shareaholic•  Tawk.to•  TwitterUniversalWebsite

Tag

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AvoidTheJamsWithGTM

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GAVsGTM

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•  GoogleAnalyticsdoesthreemainthings.Itcollectsdata,storesdata,andbuildsreportsbasedonthedata

•  TagManagercollectsthedataandsendsittoGoogleAnalyticssoitcanstoreandreport,

•  Plus

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GAVsGTM

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•  TagManagercansendthesamedatatoFacebook,AdWords,LinkedIn,Twitter,etc

•  Soallplatformsgetthesameversionofthedataatthesametimefromthesamesource

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GoogleTagManager(GTM)

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•  WithGoogleTagManager,youplaceasmallbitofcodeonyoursite

•  ThenplaceallthepixelsthatyouwantonthewebsiteinGTM

•  Thisisyourbus

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GTMComponent1

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•  Acontaineriswhereallofyourtagsforasinglesitereside

•  Thecontainerplacedonallpagesofasite,togiveyouthemostcontrol

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GTMComponent1

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GTMComponent2

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•  Atagisthepieceofcodethattracksauser’sactions

•  Sampletagsinclude:

1.  TwitterRemarketingPixel

2.  FacebookConversionPixel3.  AdWordsconversiontag

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GTMComponent2

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GTMComponent3

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•  Triggers-rulesorconditionsthatmusttakeplaceforatagtofire

•  Forexample,ifyouwantaremarketingtagtofireononlyecommercecheckoutpages,youwouldsetupyourtriggertofireononlythosepages

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GTMComponent3

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TestYourTags

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•  UsingGoogleChromeyoucanputyourGTMintoPreviewmodeandcheckthatthingsareworkingcorrectlybeforeyouputthemlive

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TestYourTags

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•  ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels

•  Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules

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•  ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels

•  Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules

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CampaignURLBuilder

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CampaignURLBuilder

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•  ShouldalwayscreatecampaignURLsforALLthelinkspointingtoyoursitewhensharingonsocialmedia

•  GTMallowsyoutosimplifythisprocesswhenyourepeatedlyusethesamecampaignparameters

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CampaignURLBuilder

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•  UsingGTMvariables,automatecampaigntagging,soyouwouldnolongerhavetocreateacampaignURLforeachandeverypostmadetoFacebook,Twitter,andLinkedin

•  Instead,allyoudoisaddaURLfragment,suchas#fb,#tw,or#li,totheendofthelinkandthecampaignvariablesthatyoupre-determinedwouldautomaticallybeloggedinGoogleAnalytics

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RecordYourTagPlan

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Accuracy

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MeasureInteraction

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•  MeasuretrueinteractionswithwebsitepagesandgetthemostfromyourAds

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MeasureInteraction

•  Let’ssayyousetupaFacebookcampaignthatboostsablogpost.Youdon’tnecessarilywanttoremarkettopeoplewhoclickthead,opentheblogpostpage,andleave

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MeasureInteraction

•  Narrowdowntheengagedaudience•  CreateatagthattriggersaFacebookcustomeventpixelonlyaftersomeoneremainsonyoursitefor45secondsandscrollshalfwaydownyourblogpostpage

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MeasureInteraction

•  InTagManager,built-intriggersinclude:

1.  Pageloads2.  TimeonPage

3.  Clicks4.  Scroll5.  FormSubmission

6.  YouTubevideo

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GetSpecific

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•  TagManagercantellapixeltorecorddataonlyifsomeoneis:

1.  alogged-inuser2.  scrolledhalfwaydownthepage3.  completedanecommercetransactionof

morethan£25

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GoogleDataStudio

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•  Adashboardandreportingtoolthatiseasytouse,customise,andshare

•  Datathatyoucaninclude:•  GoogleAnalytics•  GoogleSheets•  Facebook•  Twitter•  Email

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FacebookAds

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FaceBookAdCampaigns

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TwitterAdCampaigns

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EmailCampaigns

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WebsitePerformance

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EcommerceSales

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YouTube

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Interactive

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