Social Campaigns & Content Tags Guide - Amwaydcpinfo.alticor.com/content/corporate/info-site/en_us/documentation... · Global rollout underway with Amway Global Report Suite 1. Example:

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. ADOBE SOCIAL © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 1

Social Campaigns & Content Tags Guide Adobe Social Consulting | June 2014

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. ADOBE SOCIAL

Adobe Social Consulting

Con!guration

Review Campaign Design

Creating Campaigns

Publishing to Campaigns

Reporting with Campaigns

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Agenda


Campaigns: Review Design

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Adobe Social Consulting

1.  Social Campaign data is captured in eVar 51

2.  URL param for Social is “abdscl”

3.  Adobe Analytics tracking code (as pertains to social link destinations)

1.  Global rollout underway with Amway Global Report Suite

1.  Example: h"p://www.amway.co.uk/ is tracked

2.  Most sites not tracked yet

2.  Newsroom (ie h"p://globalnews.amway.com/home) and Blog (ie h"p://blogs.amway.com/amwayinsider/) not yet tracked in Amway Global report suite

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Con!guration


Amway Social Campaigns

General Social Campaigns including tracking codes to include Brand+Region+Country. Special initiatives allows for Brand/Region/Country breakdowns. Campaign Names begin with Country name for easy of publishing.

§  36 General Campaigns covering affliliates’ and global social properties in Adobe Social

§  38 Special-initiative Campaigns, with relevant Initiative name + region/country + brands

§  Allows for Region/Country/Brand breakdowns for all general Social content driving to websites

§  Content Tags to identify initiatives, but will only apply to Social Post performance (ie, Engagement etc).

§  Sample: Global Amway Social Campaign = GLOBAL:all:amway:social:gen_date

or

§  Sample: Malaysia Founders Council Campaign = APAC:my:amway:social:fco_date

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Design Approach


Amway Social Campaigns

Additional Campaigns can be created for special initiatives. Notes to date are:

§  ARTISTRY BIFF - Sep 1, 2014 - Oct 30, 2014

§  Nutrilite Power of 5 - Evergreen

§  Amway AGER - August 2, 2014 – November 30, 2014

§  Amway ABO stories - June 1, 2014 to December 31, 2014

§  Amway Manufacturing - May 1, 2014 - Jan 1, 2016

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Design Approach

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. ADOBE SOCIAL 7

Campaign Taxonomy

Each Campaign tracking code will include the following elements separated by a colon (:)

§  Region marker (“APAC”) §  Two-le"er Country abbreviation (Malaysia = “my”) §  Brand (“amway”) §  Initiative code (social:gen OR social:[initiative abbreviation]) §  Date is automatically added when Include Date is checked §  Unique Asset ID (automated)

One should use the Amway Campaigns & Tags Workbook to manage campaign taxonomy.


Creating Campaigns

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1.  Name the Campaign according to your system - something that is clear and meaningful

2.  %e Start and End dates will determine when and how long this Campaign will be available in the Publisher

3.  Assigning a Key Performance Indicator (KPI) helps to quickly see how a campaign is performing on one key metric. It does not limit any of the other metrics available during reporting.

4.  Optional photo upload provides a visual cue in the reporting overview.

5.  %e Tracking ID Pre!x is what populates the query string parameter in the URL. Having Date added will embed the posting date in the URL. A randomly generated unique post/asset ID. %is Asset ID helps to map conversion to individual posts.

Creating Campaigns

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2

3

4

5


Publishing: Work&ow

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Amway will not use Default Campaigns, since each country has its own general social campaign.

When Selecting Campaigns, start by typing the country to see your country’s Campaigns.

Consider se"ing the default link shortener so all publishers use the built-in link shortener.

Publishing: Selecting Campaigns


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When in doubt, use the Digital Pulse Debugger to see if the destination site is tagged with tracking code and has your Report Suite is used for the destination URL.

Instructions for downloading the Digital Pulse Debugger at h"p://oak.ctx.ly/r/eb8c

Publishing: Con!rm Report Suite


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Consider se"ing the default link shortener so all publishers use the built-in link shortener.

Publishing: Link Shortening to Track Clicks


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We’ve created the Content Tags according to the system noted.

Start typing to pull up existing tags.

%ey begin with “CC” and “Source”

Publishing: Add Content Tags


Suggested Tagging Structure

Tag 2 Tag 3

Based on the content of the post, include up to 4 tags with each, according to this formula.

Tag 1 Tag 4

Campaign Name (auto-generated) Global Amway Social Campaign Japan Founders Council Campaign Europe Nutrilite 80th COH Campaign US Amway AGER Campaign etc


Publishing: Tagging Structure

CC: Content Category Source CC:Wellness Tips Source:UGC

CC:Fun Facts Source:Corporate CC:ABO Storytelling Source:Markets

CC:CSR Source:PR CC:Sponsorships

CC:Markets CC:Employee News CC:Product News

CC:Claims CC:Industry Topics

CC:Events


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Content Calendar:

Scheduled posts will appear with their associated Campaigns in the calendar.

%is is a helpful tool to understand the pace of your marketing initiatives and content categories.

Publishing: Content Calendar & Campaigns


Reporting on Campaigns

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Methods of Campaign Reports

§  In Adobe Social, use Campaign reports to see each campaign: segmented by Country-Brand-Campaign

§  Includes Conversion Performance, posts, links and post type breakdowns

§  Includes standard breakdowns by Social Platforms, links, Author (AS user), Post Type, plus initiative and brand

§  In Adobe Social (Custom Reports) and Adobe Analytics, campaign tracking codes can be aggregated or broken down by

§  Region

§  Country

§  Brand

§  Initiative

§  Or any combination



§  All Reports related to the Social Campaign functionality are located under the Analytics section

§  Social Campaigns

§  Custom Reports

§  Campaign data can also be accessed through Adobe Analytics


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All Campaign data in Adobe Social will be in the GGP Global report suite. All Campaigns with data will show default metric of Page Views for the time frame. In the Campaign Ribbon graph, “Instances” refer to clickthroughs to your site. NOTE features to set date range, change metric, download & schedule reports.



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Click on a Campaign to view details 1.  Performance on

KPI (add up to 5 metrics)

2.  Campaign Timeline for individual post performance

3.  KPI by Link 4.  KPI by Post Type

Campaign metrics are any metrics for your owned properties tagged with Adobe Analytics tracking code.

Social Campaigns Report


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Customer Reports allow pulling Adobe Analytics-style reporting in Adobe Social, for more complex views or breakdowns.

Adobe Social automatically classi!es campaign metadata into the following reports

Social Authors: %e user who published the post

Social Platform: What platform the post was published to

Social Asset ID: %e unique ID associated with each post

Social Post Type: %e type of post Image, Text etc.

Social Post Link: %e Link used in the post

Campaigns: Custom Reports


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You can change graph type, and include additional metrics – up to 5.

You can download, schedule and email this report.



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You can also breakdown any Campaign Custom report with the icon

By your Campaign items

•  Social Platform

•  Etc

Or other items, such as city or device.

You can only break down one level.



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Since your campaigns are so segmented, tracking code reports allow you to aggregate campaigns by your tracking code elements, such as initiative or region.

Campaigns: Custom Reports – Tracking Code


Campaign Reporting in Post Analytics

Post Analytics can be !ltered by Tags, which include the automatic Campaign names

Report Suites do not currently affect Post Analytics and Tag !lters


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Social Campaign data will appear in Social>Social Variables menu.

You can select v51 for tracking codes or any of the classi!cations you have in Adobe Social.

Example: For all tracking codes related to all Artistry the Sales initiative category, !lter by “sale”.

Campaign Reporting in Adobe Analytics


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Always be sure your dates are correct.

Select your metrics.

Breakdown is available for all items, not just one at a time.

All Adobe Analytics functionality for reports are here – such as dashboard, bookmarks and sending reports.

Campaign Reporting in Adobe Analytics


Appendix: How Campaigns & Publishing Tags Work

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What is a Campaign?

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cam·paign kamˈpān/

Noun

1. A campaign is a marketing effort used to bring visitors to a speci!c website.

§  Using Campaigns with Adobe Social helps to a"ribute traffic/conversion events on a GGP

website to social posting efforts. §  Example: Posts from Facebook about new stores resulted in XX Page Views.


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%is URL shows a Tracking Code ID of “social_amway_uk_ASCtest_20140331_21046024” identi!ed by the URL parameter “adbscl” Note: %e website must be tagged with Adobe Analytics code to recognize the “adbscl” URL parameter Adobe Social Campaigns automatically add the query string parameter to published links.

Amway Social Campaigns h"p://www.amway.co.uk/?adbscl=social_amway_uk_ASCtest_20140331_21046024

Query String Parameter

?adbscl=social_amway_uk_ASCtest_20140331_21046024

Set at the account level Cannot be changed

Unique to each Social Campaign

Unique to each Post


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Adobe’s DigitalPulse Debugger can be used to view if a Campaign was successfully tracked %is example shows Adobe Analytics recording the arrival of a visitor from the Tracking Code ID/Message ID “social_amway_uk...”. Conversion resulting from this visit would be a"ributed to Tracking Code ID/Message ID “social_amway_uk…”

h"p://www.amway.co.uk/ Example

h%p://www.amway.co.uk/?adbscl=social_amway_uk_ASCtest_20140331_21046024


How do Social Campaigns Work? %e Handshake

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§  All Campaigns are recorded using Adobe Analytics

§  %ough Adobe Social can help publish Campaigns, a website must be tagged with Adobe Analytics code to track the Campaign

§  Campaigns CANNOT be tracked on 3rd party websites (ie LinkedIn, news sites etc)

§  In order for the recorded data to be returned to Adobe Social (to map Engagement to Conversion) both Adobe Analytics and Adobe Social must be using the same Report Suite (RSID) when link is published.

Adobe Social Adobe Analytics


Campaigns

Handshake!

Adobe Analytics Adobe Social

Adobe Social

h%p://www.amway.co.uk/?adbscl=social_amway_uk_ASCtest_20140331_21046024

h%p://oak.ctx.ly/r/uy0c


Sample Reporting in Adobe Analytics: Social Platform Breakdowns


Tips for Social Campaigns

§  Report Suites (RSIDs) §  Know your link destination when publishing links in posts

§  Conversion tracking will only occur when the published post links to a website/blog tagged with a GGP Report Suite (RSID). §  Tracking data will exist in all Report Suites tagged on a webpage, but Adobe Social will only receive conversion data back if

the destination website has the Amway Global Report Suite used when publishing.

§  Tip: If you add Report Suites to Social, Campaigns available to select in publishing should match the Brand/Location of the destination page.

§  Social Properties §  Facebook pages, Twi"er accounts, G+ page etc. are not associated with RSIDs for Publishing. You can publish to

any property in any RSID. However, all of Social is in Amway Global, so they will always match. §  Digital Pulse Debugger

§  Install the Debugger to test if campaigns are working. §  How to install: h"p://oak.ctx.ly/r/eb8c §  See slides 5 & 6 for an example of a successfully deployed campaign.


Campaigns and Publishing Tags

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Campaigns and Tags both can identify and classify information about a Post, but they function in different ways §  Campaigns measure the website conversion success of social efforts §  Tags categorize the social metrics of speci!c topics or content of individual Posts. %ey are designed for the

fast paced nature of Social Media. §  Note: Tags are also automatically created for Campaigns assigned to a post.

Social Campaigns Publishing Tags

Conversion Content

Related But Different


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Tagging is internal to Adobe Social and allows you to search and sort by tags in the post analytics section of Adobe Social. Adobe recommends using Tags to help identify which type of content is performing well, such as Coupons or Sale posts with pricing. %e name of the Social Campaign used will automatically be added as Tag. Tags are created and saved the !rst time they’re used, but cannot be back!lled once a post has been scheduled or posted, so a coherent tagging strategy from the outset is optimal.

Publishing Tags


Documents

Social Campaigns & Content Tags Guide - Amwaydcpinfo.alticor.com/content/corporate/info-site/en_us/documentation... · Global rollout underway with Amway Global Report Suite 1. Example: