簡介Introduction...PART簡介Introduction...PARTONEWhatisTaggingMarketing？ Whydoyouneedtostartdoingit？ PARTTWOHowaGlobalBeautyBrandEnhancedtheirSocialMediaStrategywithTagging PARTTHREEUltimateStep-by-StepGuidetoTagging.…08IntroductionSocialmediahasbecomeoneofthemostefectivechannelsforbrandstoattractandengagetheiraudience.However,asmoreandmorebrandsprioritisesocialmarketing,thecompetitionforattentionhasbecomeincreasinglyierce.Tostayaheadofthecompetitionandtrulyconnectwiththeiraudience,marketingteamsneedtocreateandunderstandcontentthatresonatesonadeeperlevel.L/in/sunnieUnfortunately,thescarcityofdatafromChinesesocialnetworkscanbeasigniicantbarriertoimprovingone’ssocialcontentstrategy.Fortunately,thereisasolutiontobreakfreeofthislimitation:tagging.Inthisdocument,youwilldiscoverhowtaggingcanhelpyougainactionableinsightsintowhatkindofcontentperformsbestwithyouraudienceandhowyoucanstartusingittodaytotakeyourcontenttothenextlevel.22PARTPARTONE第一部分什么是標(biāo)簽解析?WhatisTagging?標(biāo)簽分類是指為微信文章、微博帖子、抖音視頻等各類社劃分方式分為不同的類別：比如相關(guān)主題、發(fā)布格式、從化妝品代言人到零售行業(yè)的產(chǎn)品線，每個品牌都會根據(jù)自己在社交媒體上的戰(zhàn)略和目標(biāo)創(chuàng)建相關(guān)的標(biāo)簽分類，因此并不存在一套適用于所有團(tuán)隊的通用公式。員工在每次發(fā)布內(nèi)容前都要給每篇帖子添加標(biāo)簽，這種情況下標(biāo)記內(nèi)容的行為就發(fā)生在內(nèi)容創(chuàng)建的過程中；而有的團(tuán)隊則在定期的內(nèi)容審核環(huán)節(jié)進(jìn)行標(biāo)簽解析，獲取各個時這些標(biāo)簽用作元數(shù)據(jù)，在社媒后臺提供的有限指標(biāo)基礎(chǔ)上看到這可能你會覺得，這不是給本已十分忙碌的社交媒體管理增加了額外的工作量？千萬別誤會，我們在此向你保Taggingistheprocessofassigningspeci?ctagstocontentsuchasWeChatarticles,Weiboposts,Douyinvideosetc.Thesetagsareorganizedindiferentcategories,dependingonwhattheyreferto:thetopicaddressedbythecontent,theformatofthecontent,themarketingpillarthepieceofcontentisfocusingon…Thereisn’taclearsetoftagcategoriesthateachteamshoulduse,aseachbrandwillusecategoriesrelevanttotheirownstrategiesandgoalsonsocialmedia.Acosmeticbrandmighttagcontentbasedonthebrandambassadorappearinginthepost,whilearetailbrandwouldtagbasedTaggingcontentcanbedoneatanytime,withsometeamsmakingittheirSOPtodosobeforepublishing,andothersdoingitrightbeforeacontentauditbytaggingallcontentpublishedduringaspeci?ctimerange.Thesetagsserveasmetadatathatprovideanadditionallayerofinformationtothemetricsmadeavailablebythenetworks.Feelslikealotofextraworkinyouralreadyverybusydayofsocialmediamanager?Keepreading!Wepromise:itwillbeworthyourtime.。。PARTPARTONE第一部分為什么要做標(biāo)簽解析Whydoyouneedtostarttagging“HalfthemoneyIspendondon’tknowwhichhalf.”-JohnWanamaker(1838–1922)Thetop1%ofcontentgeneratesover30%ofresults,thekeytobeingabletolearnfromthat1%istoidentifywhatmadeitsuccessful,anddataisthebestwaytodoit.Giventhenumberofuniquenetworkstheaveragemarketingteamhastomanageeachday,navigatingthroughthemassofdataitprovidestoindthesecrettoawesomecontentcanseemtobeaherculeanendeavor!OrganizingtheChaosTaggingwillallowyoutoefortlesslydivideandconquer,creatingorderoutofthecontentchaos.Youwillbeabletocategorizeandorganizeallyoursocialmediacontentinawaythatmakessenseforyourteamandbreakfreefromthegenericwayeachnetworkorganizescontent,associatingitwithspeciicthemes,attributes,orobjectives.Itenablescontentdiscoverybeyondtraditionalnavigationandfacilitatesserendipitousencounterswithrelevantinformation.Giveyourselfamomenttostepbackandgainafreshperspective.Howmanypostshaveyouunleasheduponthedigitalrealminthepast6months?Whatuniquecategorieshaveyouforged?It'sachancetore?ect,toseethebiggerpictureofyourcontentcreationjourney.44ZoominonthePerformanceNowthatyouhaveorderedandcategorizedthehundredsofpostsyouhavepublishedacrossthediferentnetworks,youareabletoeasilyisolatespeciicgroupsinawaythatmakessenseforyouandthesocialmediastrategyyourolledout.Comparethemand?ndoutwhatperformedthebestforyouraudienceSinceyou'vetaggedyourcontentintodistinctcategoriessuchaspromotions,informativeposts,captivatingvisuals,engagingvideos,andwittymemes,youarenowabletocompareitalltooneanother.Whichcategoryreignssupremeintermsofengagement?Areyourpromotionalpostsdrivingconversions?Doyourinformativepiecesresonatewithyouraudience?Analyzingthesemetricsgivesyouacomprehensiveviewofyourcontentlandscape,andsolvesthemysteryofwhatcontenttrulyresonateswithyouraudience.Butitdoesn'tstopthere.Thebeautyoftaggingliesinitsabilitytounveilhiddengemsanduntappedpotential.Armedwiththisknowledge,youcanadjustyourcontentstrategy,nurturingthecategoriesthatshowpromisewhilereining(orevenstopping)thosethatneedalittleextramagic.5Identifythetrendsandpatternsthatresonatewithyouraudience,andamplifythemtodriveevengreaterimpact.Experimentwithdiferentapproaches,learnfromyourtriumphsandleveragethedatatostayonestepaheadofthecompetition.OptimizeTime&Resources:Creatingcontentonsocialmediarequiresalotoftime,creativityandresources.Whatifyoucouldmakesurethatthesweatandtearsthatyoupourintoyourcontentareworthit?Bytaggingyoursocialcontent,youareembarkingonajourneytomaximizeresourceutilizationandelevateyourmarketinggame.It'slikehavingatrustycompassguidingyouthroughthevastdigitallandscape.It'saboutmakingeveryresourcecount,fromyourcreativeenergytoyourprecioustimeandbudget.Withtagging,youunlockthepowertomakedata-drivendecisions,andcontinuouslyimprove.Inthenextchapter,youwilllearnmoreabouthowaglobalcosmeticsbrandhasbeenabletousetaggingontheirChinesesocialmediatoreachnewlevels!6PARTTWOPARTTWO第二部分國際美妝品牌通過標(biāo)簽解析改善社媒策略HowaGlobalBeautyBrandBoostedtheirSocialMediaStrategywithTaggingAsoneoftheworld'smostsuccessfulpremiumcosmeticbrands,thisbrandcarefullycrafteditspresenceonChinesesocialmediabyhavingcelebritiesactasbrandambassadors.However,whenitcametoidentifyingwhichcelebrityconnectedthebestwiththeiraudience,themarketingteamfeltoverwhelmed.That’swhentheystartedtaggingtheircontentbasedonwhichcelebrityappearedinthepost.WithKAWO'scontentmanagementpage,itwasassimpleasasingleclicktoassignthetags.Andwhattheydiscoveredwasquitesurprising!IftheinternationallyrenownedsuperstarLiYuchuncontributedthemosttocreatingengagementthankstoherimmensepopularity,GongJuntookthesecondstepofthepodium,generatingmorethan20%oftheengagementfortheentireyear,despitebeingtheonlymaleambassadorandappearingonlyon1post!Byrealizingthattheiraudienceconnectedmoredeeplywiththesetwocelebritiesthanalloftheotherscombined,theywereabletoadapttheirstrategyandgiveanextraboosttothebrand’sperformanceonChinesesocialmediabyrefocusingtheircontentefortaroundthesetwocelebrities.77PARTTHREE第三部分標(biāo)簽解析的詳盡步驟UltimateStep-by-StepGuidetoTagging23EstablishTaggingCategories465CollectData7PARTTHREE第三部分標(biāo)簽解析的詳盡步驟UltimateStep-by-StepGuidetoTagging23EstablishTaggingCategories465CollectData7AnalyzingDataHeythere!ThisisSunniefromthemarketingteamatWukongTravel!Asatravelagency,wetrytoengageourcommunityonsocialmediabypublishingcontentaboutdestinations,travelitineraries,andofers.Wewerehavingdi?cultiesgettingactionableinsightsfromthedataprovidedbytheplatform.Andthenweheardabouttagging.Letmeshowyouhowwedidit!WukongTravel。Theprocessoftaganalysistypicallyinvolvessevensteps,startingfrominitiallydeterminingthequestionsandobjectivesyouwanttostudy,toultimatelyobtainingtheanalysisresults.InthisChapter,wewillgointodetailswhatneedstobedoneateachstep.11De?neTaggingGoalsApplyTagstoContent11STEPONE制定標(biāo)簽策略DefineTaggingGoals9.哪一條產(chǎn)品線或服務(wù)可以最大程度引起客戶的興趣？Atthisstage,youmustthinkaboutwhatyouwantto?gureoutbytaggingyourcontent.Hereareacoupleofexamplequestionsyoucansolveusingtagging:?Whichcontentformatisperformingthebest??Whattopicisengagingmyaudiencethemost??Whichlineofproductorservicecreatesthemostinterest?Aswesetouttostartusingtagginginourdailyoperation,theteamtookamomenttothinkaboutthemostburningquestionsweneededansweredtoprepareforournextsocialmediacampaign,andwecameupwiththese:3Whatdestinationisgeneratingthemostengagementfromouraudience?2Whichoneofourtargetpersonasisthemostcommonamongourfollowers?Whatproductisconvertingthebestonsocialmedia?22STEPTWO創(chuàng)建標(biāo)簽類別EstablishTaggingCategoriesCreatingCategoriesOnceyouhavelistedthequestionsyouandyourteamarewonderingabout,it’stimetocreatecategories!Createataggingcategoryforeachquestion.Then,createatagforeachpossibleanswertothequestionsyoulistedinsidethatcategory.Forexample,onequestionmightbeaboutwhatproductyouoferdrivesthemostengagementonsocialmedia.Thencreateacategory“product”andcreateatagforeachproductorfamilyofproductsyouofer.Ensurethateachtagcomeswithaspeciicdeinitiontoavoidconfusioninthefuture..排他性標(biāo)簽：若某個標(biāo)簽屬性設(shè)置為排他性，則用OrganizingTagsCreatingtagsandcategoriesisn’tenough;youalsoneedtodeterminehowthesetagswillrelatetoeachother.Tagsandcategoriescanfallunderthesethreecategories:?ExclusiveTag:Onlyonetagcanbeappliedforagivencategory.Forinstance,ifyoudecidetotagyourWeibopostsbasedonthenumberofpictures,thenthediferenttags(“1picture”,“2pictures…”)wouldbeexclusive,asapostcannothaveatthesametimeadiferentnumberofpictures.標(biāo)簽解析全方位概覽UltimateGuidetoTaggingRequired你必須從標(biāo)簽1/2/3/4中選擇至少一項添加Youmustchoosefromtag1,2,3or4ascategoryRequired你必須從標(biāo)簽1/2/3/4中選擇至少一項添加Youmustchoosefromtag1,2,3or4ascategoryAisrequired.標(biāo)簽2標(biāo)簽3標(biāo)簽4你只能選擇標(biāo)簽1/2/3/4中的一個進(jìn)行添加Youcanonlychooseonefromtag1,2,3or4asCategoryAisexclusive.從屬標(biāo)簽類別DependentCategoryDependentDependentTag1DependentTag2DependentTag3Acategorycanbeonlyrelevantbasedonaspeciictagfromanothercategory.Supposeyoudecidetotagbasedonproducts.Inthatcase,youmighthavesomanyproductsthatyouwanttoorganizethemirstintofamilies(“l(fā)ipsticks,”“facewash,”“perfume,”etc.)andthencreateadependentcategoryforeachfamilyandaddyourdiferentproductsastags.Thiswouldallowaineranalysis.?RequiredCategory:Ifspeciiccategoriesmightberelevantonlyinsomeinstances,othersarealwaysrelevant.Ensureyouhave?aggedthesecategoriesasrequiredsothepersoninchargeoftaggingwon’tforgetaboutthem.Forexample,notallyourpostsmightbeaboutaproductyouofer,sothe“Product”categorywouldnotberequired.Butifyoutagyourpostsbasedonthecontentformat,thisshouldbearequiredcategory,aseachpostwillhaveaspeciicformattotrack.標(biāo)簽類別A標(biāo)簽類別ACategoryA標(biāo)簽1標(biāo)簽1若有內(nèi)容屬于標(biāo)簽3，則從屬標(biāo)簽1/2/3自動變?yōu)楸赜脴?biāo)簽若有內(nèi)容屬于標(biāo)簽3，則從屬標(biāo)簽1/2/3自動變?yōu)楸赜脴?biāo)簽TheDependentCategorybecomesrequiredifTag3isappliedWhatproductisconvertingthebestonsocialWhatproductisconvertingthebestonsocialmedia?Apartfrompackagetravel,wealsoprovideourclientswith?ightbooking,hotel,carrental,andvisa-relatedservices.Wecreatedacategorycalled“Product”,andcreatedalabelforeachofthem.Whichoneofourtargetpersonasisthemostcommonamongourfollowers?Wecreatecontentbasedon3personas:forfamilieswithkids,foryoungcouples,andforoutdoorenthusiasts.Wecreatedacategorypersonaand3tags:“family”,“youngcouples”and“outdooradventurers”Whatdestinationisgeneratingthemostengagementfromouraudience?Asatravelagency,wecover4maindestinations:Chinaitself,America,Europe,andSouth-EastAsia.Somostofourcontentisaboutoneofthese.Wecreatedatagforeachofthem,plusanothercalled“other”.NowthattheWukongTravelTeamhaslistedthemostimportantquestionswewantedtoanswer,wedecidedtocreatethesethreecategories:Service,Demographic,andDestinations.Wefounditmightbetoobroadfor“Domestic”duringtheprocessofcategorisingpostsabout“Destinations”,sowecreatedadependenttag“Province”tofurtherre?neouranalytics.33STEPTHREE設(shè)計工作流程AlignyourProcessOncethetagcategorieshavebeencreated,itistimetodecideon:1.Whoisgoingtobeinchargeoftaggingthecontent?2.Atwhatstepshouldeachpieceofcontentbetagged?3.Whattoolareyougoingtousetotagthecontent?Youcoulddecidetohaveitdoneforeachpostbeforeit’sevenpublishedoronceamonthbeforethedataanalysis.Whicheversolutionyouchoose,ensuretheteamisalignedontheprocess.Also,ensurethateveryoneisalignedonthede?nitionofeachtagandhowtheyrelatetoothertags(seestep2).Havingalignmentatthisstepwillensurethattherewillbenoduplicateworkinthefuture.Duringateammeeting,wedecidedthatTonywillbeinchargeoftaggingthecontent.Hewilldothatduringthelastweekofeveryquarterbeforewestartworkingonthemonthlyanalysis,andhewillbeusingKAWOtodothis.BecauseBecauseweareusingKAWO,thisstepisalreadydone:KAWOautomaticallycollectsthedataforeachpieceofcontentwehavebeenpublishing.4STEPFOUR收集數(shù)據(jù)GatherDataGatherrelevantdatafromeachsocialmediabackend.Basedontheinitialquestionsandobjectives,selectandextractallrelevantmetricsanddata,suchascontenttitles,postingtimes,userengagementdata,etc.Downloadandsavethemintoyourdatabase.Werecommendcheckingtheextracteddatatoavoidanyresultbiases,includingremovalofduplicates,?llinginmissinginformation,andstandardisingtheformat.55STEP5為內(nèi)容添加標(biāo)簽TagContentNowthatyouhaveestablishedthecategoriesandalignedtheteamonthework?owfortaggingcontent,allyouhavetodoistagthecontentbasedonthedecisionsmadeintheprevioussteps.Ifyouareusingaworksheet,createatablewitheachrowbeingapost,andeachcolumnbeingacategory.Foreachcategory,createadropdownlistincludingeachtagforthatcategory.Basedontheprocesswedecidedon,itisnowuptoTonytotagallourpostsonWeibobasedonthecategories“Destination”,“Persona”and“Products”,forthelast3months.Tonyfeltabitdiscouragedatirstas3monthsofWeibopostsisactuallyquitealotofcontenttotag.Thankfully,thankstoKAWO’smasstaggingfeature,Tonyhasbeenabletotagcontentinbulk.Whatwouldhavebeenseveralhoursofmanualworkturnedintoa30-minutestask.66STEP6數(shù)據(jù)分析AnalyseDataOnceyouhaveensuredthatyourdataiscleanandhavetaggedallofyourcontent,thefunbeginsasyoudiveintothenow-organizeddataandstartcomparingperformancesacrossdiferentcategories.Rememberthosequestionsyouwereaskingatthebeginningofthetaggingprocess?Now,youcangetanswerstoeachofthembycomparingtheperformanceofeachtagsinagivencategorywiththecontribution,i.e.thenumberofpostpublishedforeachtag.Todothis,followthebelowstepsforeachcategory:1.Basedonthequestionyouaretryingtoanswer,choosetorelevantmetricthatyouwanttouseforthecomparison.performsthebestinincreasingvisibilityforourbrandonnumberofimpressions.2.Calculatethetotalperformanceofeachtagbysumminguptheperformanceofeachindividualpostwiththisspeciictag.標(biāo)簽解析全方位概覽UltimateGuidetoTagging3.Calculatethecategory’stotalperformancebysummingupeachtag'sperformance.“perfume”(12,000views).Thecategory“product”4.Calculatethecontributionofeachtagin%towardsthetotalperformanceofthecategorybydividingtheperformanceofeachtagbythetotalperformanceofthecategory.by19,400)totheimpressionsofthe“product”category,“daycream”contributed25,8%,and“perfume”61,8%5.Thencalculatein%howoftenyoupublishedpostsfromaspeci?ctagcomparedtothetotalnumberofpostsinthecategory.category“product,”3postsfor“l(fā)ipstick”(10,7%),5for“facewash”(17,8%),and20postsfor“perfume”(71,4%).6.Finally,calculatethe?nalperformanceofeachtagbycomparingitscontributiontowardsthegivenmetricswithhowoftenit’sbeenpublishedbyusingthefollowingformula: Eg.Forinstance,the?nalperformanceofthe“day(contributiontothemetrics)/17,8%(contributionside,theperformanceofthe“perfume”tagislessaboutperfumes,whicharperformance,andmoreaboutdaycreamsand表現(xiàn)高出平均值33%6.最后一步，用公式:發(fā)布數(shù)量百分比)Bydoingthisacrossdiferentcategories,youwillunderstandwhereyouandyourteamcanbetterinvestyourefortsbydeterminingwhichcontentworksbestforyouraudience.計算出每個標(biāo)簽的最終表現(xiàn)值。61.8%/71.4%-1=-13%。由此我們得出結(jié)論，未來我們的微博應(yīng)發(fā)布更多唇通過以上步驟分析不同標(biāo)簽類別，我們將可以了解到哪些內(nèi)容產(chǎn)出工作有更高的回報率，哪些社媒內(nèi)容將獲得更多受眾的青睞。Whatproductisconvertingthebestonsocialmedia?Aswearelookingatconversion,wedecidedtolookat2diferentmetricsonWeibo:ImpressionsandClicks.Postsabout?ightbookingscontributedto18%ofourpostsmentioningproducts,16%ofallourimpressions&32%ofclicks,foranoverallaverageperformance.However,postingonly10%ofthetimeaboutVisaapplicationsgenerated14%ofimpressionsand20%ofthetotalclicks!Visaapplicationconvertsthebest,withainal+33%performance.Inthecategoryof“Destination,”Whichoneofourtargetpersonasisthemostcommonamongourfollowers?Whatdestinationisgeneratingthemostengagementfromouraudience?“Domestic