Measuring Social Media - stormchasersdigital.com · Social Media Networks ... collects data, stores...
Transcript of Measuring Social Media - stormchasersdigital.com · Social Media Networks ... collects data, stores...
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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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GAVsGTM
StormchasersWeb StormchasersDigital [email protected]
• GoogleAnalyticsdoesthreemainthings.Itcollectsdata,storesdata,andbuildsreportsbasedonthedata
• TagManagercollectsthedataandsendsittoGoogleAnalyticssoitcanstoreandreport,
• Plus
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GAVsGTM
StormchasersWeb StormchasersDigital [email protected]
• TagManagercansendthesamedatatoFacebook,AdWords,LinkedIn,Twitter,etc
• Soallplatformsgetthesameversionofthedataatthesametimefromthesamesource
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GoogleTagManager(GTM)
StormchasersWeb StormchasersDigital [email protected]
• WithGoogleTagManager,youplaceasmallbitofcodeonyoursite
• ThenplaceallthepixelsthatyouwantonthewebsiteinGTM
• Thisisyourbus
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GTMComponent1
StormchasersWeb StormchasersDigital [email protected]
• Acontaineriswhereallofyourtagsforasinglesitereside
• Thecontainerplacedonallpagesofasite,togiveyouthemostcontrol
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GTMComponent2
StormchasersWeb StormchasersDigital [email protected]
• Atagisthepieceofcodethattracksauser’sactions
• Sampletagsinclude:
1. TwitterRemarketingPixel
2. FacebookConversionPixel3. AdWordsconversiontag
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GTMComponent3
StormchasersWeb StormchasersDigital [email protected]
• Triggers-rulesorconditionsthatmusttakeplaceforatagtofire
• Forexample,ifyouwantaremarketingtagtofireononlyecommercecheckoutpages,youwouldsetupyourtriggertofireononlythosepages
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TestYourTags
StormchasersWeb StormchasersDigital [email protected]
• UsingGoogleChromeyoucanputyourGTMintoPreviewmodeandcheckthatthingsareworkingcorrectlybeforeyouputthemlive
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StormchasersWeb StormchasersDigital [email protected]
• ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels
• Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules
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StormchasersWeb StormchasersDigital [email protected]
• ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels
• Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules
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CampaignURLBuilder
StormchasersWeb StormchasersDigital [email protected]
• ShouldalwayscreatecampaignURLsforALLthelinkspointingtoyoursitewhensharingonsocialmedia
• GTMallowsyoutosimplifythisprocesswhenyourepeatedlyusethesamecampaignparameters
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CampaignURLBuilder
StormchasersWeb StormchasersDigital [email protected]
• UsingGTMvariables,automatecampaigntagging,soyouwouldnolongerhavetocreateacampaignURLforeachandeverypostmadetoFacebook,Twitter,andLinkedin
• Instead,allyoudoisaddaURLfragment,suchas#fb,#tw,or#li,totheendofthelinkandthecampaignvariablesthatyoupre-determinedwouldautomaticallybeloggedinGoogleAnalytics
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RecordYourTagPlan
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https://stormchasersdigital.com/resources
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MeasureInteraction
StormchasersWeb StormchasersDigital [email protected]
• 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
StormchasersWeb StormchasersDigital [email protected]
• Adashboardandreportingtoolthatiseasytouse,customise,andshare
• Datathatyoucaninclude:• GoogleAnalytics• GoogleSheets• Facebook• Twitter• Email