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Tracking Internal Marketing Campaigns With Google Analytics

Christian Ebernickel discusses why UTM parameters are are not suitable for tracking internal campaigns and proposes using ITMs instead.

ITM Parameters At A Glance Link

Drawing on the UTM parameters, we’ll use the following ITM parameters to track internal marketing campaigns:

  • itm_source
    This identifies the source of the traffic. In the case of internal ads, this is usually your own domain. However, if you employ cross-domain tracking or different ad servers, different traffic sources can appear in this field.
  • itm_medium
    This is the medium of the internal ad; for example, a banner or product recommendation.
    itm_campaign
    This is the name of the internal marketing campaign.
  • itm_content
    This is a parameter to differentiate between similar content, or links in the same ad; for example, text_link or banner_468x60.
    itm_term
  • This is the search keyword that triggered the internal ad. Alternatively, it could be a keyword to categorize the ad by content.

What is Digital Culture? – Building The Agile Business

Neil Perkin, who took one of my Squared Online classes states that we should know:

the importance of organisational culture in supporting digital transformation and change (it’s the people, stupid!)

He then defines digital culture as:

  • Agile and Responsive
  • Customer-centric
  • Commercially focused
  • Visionary
  • Technology-literate
  • Flexible and adaptive
  • Networked
  • Exploring and curious
  • Entrepreneurial and innovative
  • Open and transparent
  • Collaboration and learning

10 high-impact tasks of a social media manager

More useful advice fom Brian Peters over at Buffer.

1. Strategizing

There are so many goals we could potentially focus on as social media managers – like brand awareness, engagement, traffic, and signups, to name a few. There’s also the challenge of figuring out how to make sure your social media goals are aligned with your overall company goals. That’s where a having a solid social media strategy comes into play.

2. Engaging

Along with creating and curating content, cultivating a happy and engaged audience is a high-impact task for any brand. This helps to create a community of loyal followers who will eventually help to spread the word of your product or service on social media.

3. Creating

At the heart of every social media manager role is the art content creation. Content is the life blood of your social networks and what keeps your audience reading, engaging, and interacting with your brand. It’s important to learn how to create all sorts of content from videos to GIFs to infographics and more.

4. Curating

Depending on the various types of content you share on social, curating can have a huge impact on your overall social media results. Discovering and sifting through content from others involves having a deep well of sources to read—as well as the time to read it all and determine the best fit for your brand.

5. Scheduling

Planning ahead and scheduling content is another high-impact task that makes a world of difference for your brand. We’ve often found that our posts perform best early in the morning, in the evenings, and on weekends — so choosing a social media management platform that allows you to post even when you’re not online can make your life a whole lot easier and improve your results.

6. Listening

I’m always amazed over the awesome things that I find when I have my ear to the ground – searching and listening for conversations around Buffer and similar terms. There are so many opportunities for marketers and brands to proactively seek out and build relationships with potential customers in your community. But choosing the right listening tool is crucial for finding relevant terms and conversations in your industry.

7. Measuring

Once your posts are scheduled and sent out to social media it’s time to analyze their performance. How many clicks did they receive? How many likes, comments, and shares? How did it impact the bottom line? Then, taking a step further, how can you use those stats to help make informed decisions in the future. That’s where great social media managers thrive!

8. Helping

The use of social media as a customer service tool has skyrocketed over the last few years. Customers are no longer relying only on 1-800 numbers for answers to their questions – they’re turning to social networks like Facebook and Twitter. Whether folks are reaching out to you with a question, comment, concern, or complaint, it’s a social media manager’s job to figure out the best plan of action to help that person.

9. Learning

Becoming a student of the trade and learning as much as you possibly can has both a short and long-term impact on your brand or company. Like I quickly mentioned before, there’s a steep learning curve to becoming a great social media manager and building the skills it takes to succeed all stars with learning.

10. Experimenting

We love experimentation here at Buffer. In our experience, the more we experiment the more we learn about what works and what doesn’t on social media. We’ve tried all sorts of things from five Facebook Live sessions in one day to creating a Tumblr account to starting a podcast. Experimenting ties directly into all 10 high-impact tasks of a social media manager.

How to Create A Facebook Marketing Campaign That Will 3x Your Engagement by Neil Patel

Your Facebook page should be used to provide an extraordinary experience for your audience.

Host recurring engagement campaigns on your pages.

You Facebook campaigns need to be well-thought-out and well-executed.

What do I mean by engagement campaigns?

Contests, giveaways, promotions, and events all fall into this bracket.

It takes some creativity to host these campaigns continuously.

However, the recurring factor is imperative.

Why?

Marketers usually have one or a series of campaigns when they’re trying to push a particular objective.

For example, to grow their email list, they’ll host a giveaway.

The problem with this approach is that hosting one-off campaigns will not keep your audience energized in a lasting way.

I want to help you nurture the kind of engagement that has staying power. More importantly, it won’t be costly to keep up.

Also, with recurring campaigns, you don’t have to come up with fresh ideas every week. You can set your weekly promotions in motion and be done with it.

1. Have trivia days where you host a quiz. You can also tie this in with product giveaways to reward fans who get it right.

2. Have opinion days where you give your audience two or more options. Then ask them to pick their favorite.

3. Have a quick-tip day where you give your audience actionable how-to advice on a relevant topic.

4. Have a fact day where you give your audience a little-known fact about your business or industry. You can also ask them for their own facts.

5. Have coupon campaigns for different products and services. This one is guaranteed to drive sales.

Marketing Campaign Attribution by Krista Seiden

I still recommend the below hierarchy for manual tagging of campaigns, using the (up to) 5 UTM parameter slots available to you in the URL:

  • Campaign -name of your overarching campaign – e.g. spring-2013-collection or summer-2013-announcements. Be sure to follow a consistent campaign naming structure.
  • Medium – the medium used to send your campaign. Include “email” for an email campaign, “cpc” for ads, “social” for a social network or “landing-page” if you’re tracking button clicks from a landing page.
  • Source – used to differentiate the type of medium. If medium = cpc, then source may be google, bing, or yahoo. If utm medium = email, source can be used to call out the action (try, buy, coupon, awareness, etc).
  • Content – this is essentially a bonus field – it can be used to track many differentiating factors for

Making Websites Better through Accessibility by Andrew Welch

Making your website accessible isn’t just about legal compliance, it also means not turning away customers. Because who wants to do that?