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1、The Ultimate Guide to Social Media Content Tagging社媒内容标签解析 全方位概览标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g2Summary 内容简介 Introduction 02.P A R T O N E 什么是标签解析?What is Tagging Marketing?03.为什么要做标签解析?Why do you need to start doing it?04.P A R T T W O 国际美妆品牌如何通过标签解析实改善社媒策略 How a Globa
2、l Beauty Brand Enhanced their Social Media Strategy with Tagging 07.P A R T T H R E E 标签解析的详尽步骤 Ultimate Step-by-Step Guide to Tagging.08 关于科握 About KAWO 18.当前社交媒体早已成为品牌吸引受众并与其互动的最有效渠道之一。但随着越来越多的品牌将重点放在社媒营销上,获取观众的注意力之争变得日益激烈。为了在竞争中保持领先地位,并建立起与受众强有力的联结,营销团队必须尽其所能创作出能够引起人们深切共鸣的内容。然而,中国社交媒体可提供的数据却颇为稀缺,
3、这使得社媒内容营销的改善与提升成为品牌前进路上的巨大障碍。好在有一种方法可以突破这种限制:标签解析。在本文中,您将了解到标签解析将如何帮助您了解社媒内容如何对您的受众产生有效影响,如何通过标签解析来提升社媒内容质量,促使品牌达到新高度。简而言之:从今天即刻开始尝试标签解析吧。Social media has become one of the most effective channels for brands to attract and engage their audience.However,as more and more brands prioritise social marke
4、ting,the competition for attention has become increasingly fierce.To stay ahead of the competition and truly connect with their audience,marketing teams need to create and understand content that resonates on a deeper level.Unfortunately,the scarcity of data from Chinese social networks can be a sig
5、nificant barrier to improving ones social content strategy.Fortunately,there is a solution to break free of this limitation:tagging.In this document,you will discover how tagging can help you gain actionable insights into what kind of content performs best with your audience and how you can start us
6、ing it today to take your content to the next level.Introduction简介Content Creator 主编 L 孙志颖 Sunnie标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g什么是 标签解析?What is Tagging?P A R T O N E 第 一部分3标签分类是指为微信章、微博帖、抖视频等各类社媒内容分配特定标签的过程这些标签根据不同的内容划分式分为不同的类别:如相关主题、发布格式、营销活动.从化妆品代到零售业的产品线,每个品牌都会根据在社交
7、媒体上的战略和标创建相关的标签分类,因此并不存在套适于所有团队的通公式。有些市场营销部将标签解析设置为SOP的部分,要求员在每次发布内容前都要给每篇帖添加标签,这种情况下标记内容的为就发在内容创建的过程中;有的团队则在定期的内容审核环节进标签解析,获取各个时间段的内容数据报告。这些标签作元数据,在社媒后台提供的有限指标基础上补充了更多维度的重要信息。看到这可能你会觉得,这不是给本已分忙碌的社交媒体管理增加了额外的作量?千万别误会,我们在此向你保证:读完本你将受益良多。Tagging is the process of assigning specific tags to content suc
8、h as WeChat articles,Weibo posts,Douyin videos etc.These tags are organized in different categories,depending on what they refer to:the topic addressed by the content,the format of the content,the marketing pillar the piece of content is focusing on There isnt a clear set of tag categories that each
9、 team should use,as each brand will use categories relevant to their own strategies and goals on social media.A cosmetic brand might tag content based on the brand ambassador appearing in the post,while a retail brand would tag based on SKU.Tagging content can be done at any time,with some teams mak
10、ing it their SOP to do so before publishing,and others doing it right before a content audit by tagging all content published during a specific time range.These tags serve as metadata that provide an additional layer of information to the metrics made available by the networks.Feels like a lot of ex
11、tra work in your already very busy day of social media manager?Keep reading!We promise:it will be worth your time.“我花在广告上一半的钱都被浪费了;麻烦的是我不知道是哪一半。“-约翰沃纳梅克(1838 1922)标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g“Half the money I spend on advertising is wasted;the trouble is I dont know
12、which half.”-John Wanamaker(1838 1922)为什么要做 标签解析 Why do you need to start tagging?4前1%的内容产生了超过30%的结果,究竟哪些因素创造了这些成功则是我们能从这1%的内容中总结出的最有价值的信息,而数据分析是最好的方法。当前社媒营销竞争激烈,每个团队管理各个平台的内容应接不暇,每天淹没在海量的数据中,找出最有效的社媒营销方法成为一项艰巨的工作。通过标签解析你将能达成:内容整理:标签管理可以让你毫不费力地对所有内容分而治之,将混乱的社媒内容整理得井井有条。你可以根据自己的工作习惯和模式自定义内容分类方法,将所有内容
13、与特定主题、属性或目标相关联,不再被社媒后台自带的低效单一管理方式所困扰。除了通过传统的导航方式找到相关内容之外,标签分类还能让你不经意间发现被忽略的帖子。停下大步向前的步伐,用一个新的视角回顾以往的成果。在过去的6个月里,你发布了多少篇社媒帖子?你创作了哪些特别的文章?利用这个机会反观过去,让标签解析开启你的内容创作新篇章。The top 1%of content generates over 30%of results,the key to being able to learn from that 1%is to identify what made it successful,and
14、data is the best way to do it.Given the number of unique networks the average marketing team has to manage each day,navigating through the mass of data it provides to find the secret to awesome content can seem to be a herculean endeavor!Organizing the Chaos Tagging will allow you to effortlessly di
15、vide and conquer,creating order out of the content chaos.You will be able to categorize and organize all your social media content in a way that makes sense for your team and break free from the generic way each network organizes content,associating it with specific themes,attributes,or objectives.I
16、t enables content discovery beyond traditional navigation and facilitates serendipitous encounters with relevant information.Give yourself a moment to step back and gain a fresh perspective.How many posts have you unleashed upon the digital realm in the past 6 months?What unique categories have you
17、forged?Its a chance to reflect,to see the bigger picture of your content creation journey.P A R T O N E 第 部 分标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g深入查看单一类别数据:整理完成百上千的内容后,可以开始单独查阅每个分类的数据。通过提取出某一类内容的数据报告,深入查看各项指标,我们可以更清晰地了解每一类内容的表现情况,获得更深入的洞察,找出更符合当下热门话题的内容及趋势,优化自身社交媒体策略和内容创作。分类
18、比较,找出表现最好的内容:所有的内容已经按照促销活动、信息发布、高质量美图、搞笑视频等不同内容类别进行了标记,接下来开始对比各项数据。哪一类内容在互动率方面占据主导地位?你的促销是否能够带来最终转化?你的信息发布文章是否能够引起读者共鸣?通过分析这些指标,你可以全面了解你的社媒格局,并解开哪类内容能真正与你的受众产生共鸣的谜团。复制并放大自身的成功 标签解析的美妙之处就在于它能够展现出隐藏的亮点和未被开发的潜能。依托这些信息,你可以调整你的社媒内容策略,重点发布更具潜力的内容,同时改进(甚至停止)反响不好的内容类别。找出与你的受众产生共鸣的内容和模式,并将其复制,释放更大的线上影响力。通过尝试
19、不同的方法,从你自身的成功经验中不断学习,利用对数据的掌握在竞争对手中始终保持领先地位。Zoom in on the Performance Now that you have ordered and categorized the hundreds of posts you have published across the different networks,you are able to easily isolate specific groups in a way that makes sense for you and the social media strategy you r
20、olled out.Compare them and find out what performed the best for your audience Since youve tagged your content into distinct categories such as promotions,informative posts,captivating visuals,engaging videos,and witty memes,you are now able to compare it all to one another.Which category reigns supr
21、eme in terms of engagement?Are your promotional posts driving conversions?Do your informative pieces resonate with your audience?Analyzing these metrics gives you a comprehensive view of your content landscape,and solves the mystery of what content truly resonates with your audience.Repeating Succes
22、s But it doesnt stop there.The beauty of tagging lies in its ability to unveil hidden gems and untapped potential.Armed with this knowledge,you can adjust your content strategy,nurturing the categories that show promise while refining(or even stopping)those that need a little extra magic.5标 签 解 析 全
23、方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g最大化资源利用 在社交媒体上创建高质量内容需要花费大量时间、创造力和资源。如何让你投入的心血和汗水获得应有的回报?对社交内容进行标签分类,就像是一个可靠的指南针,引领你穿越广阔的数字世界,带你走上开启最大化资源利用和营销能力提升的旅程。它将帮你充分利用每一个资源,包括你的创意、时间和预算。通过标记,你可以释放数据驱动决策的力量,不断改进数字营销策略。在下一章中,你将了解更多一个全球化妆品品牌如何在中国社交媒体上使用标记,并取得新的高度!Identify the trends and patte
24、rns that resonate with your audience,and amplify them to drive even greater impact.Experiment with different approaches,learn from your triumphs and leverage the data to stay one step ahead of the competition.Optimize Time&Resources:Creating content on social media requires a lot of time,creativity
25、and resources.What if you could make sure that the sweat and tears that you pour into your content are worth it?By tagging your social content,you are embarking on a journey to maximize resource utilization and elevate your marketing game.Its like having a trusty compass guiding you through the vast
26、 digital landscape.Its about making every resource count,from your creative energy to your precious time and budget.With tagging,you unlock the power to make data-driven decisions,and continuously improve.In the next chapter,you will learn more about how a global cosmetics brand has been able to use
27、 tagging on their Chinese social media to reach new levels!6标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g国际美妆品牌通过标签解析改善社媒策略 How a Global Beauty Brand Boosted their Social Media Strategy with Tagging7作为世界上最成功的国际高端美妆品牌之一,该公司营销团队一直以来都十分重视在中国打造品牌影响力和维护目标客户群,并积极与多位热点明星进行了多个品牌推广合作活动。然而在年末回
28、顾及总结当年的品牌推广活动的各项数据等指标时,如何着手研究并找出最终结果让他们的团队感到无从下手,工作陷入僵局。这时,KAWO科握的标签解析功能为他们提供了巨大帮助。通过在KAWO科握平台创建一个名为“明星/Celebrity”的标签类别,所有相关帖子的信息和数据即刻生成了解析报告。现在让一起我们来看看结果和你想的是否一样。在所有的106条微博中,超人气国际巨星李宇春的平均互动率毋庸置疑拔得头筹。而紧随其后的是热门男明星龚俊,虽然该品牌只发布过一条与他相关的微博,但却贡献了超过20%的互动率。与以上两位相比,其他明星的微博互动率呈现出明显的落差,仅有不到他们的十分之一。通过这次解析报告,该品牌
29、清楚地了解到每位明星在各项指标上产生的不同效果,并将工作调整为重点围绕这两位名明星产生内容。而标签解析也成为了他们用来指导制定社媒营销策略的重要参考数据之一。P A R T T W O 第部 分As one of the worlds most successful premium cosmetic brands,this brand carefully crafted its presence on Chinese social media by having celebrities act as brand ambassadors.However,when it came to ident
30、ifying which celebrity connected the best with their audience,the marketing team felt overwhelmed.Thats when they started tagging their content based on which celebrity appeared in the post.With KAWOs content management page,it was as simple as a single click to assign the tags.And what they discove
31、red was quite surprising!If the internationally renowned superstar Li Yuchun contributed the most to creating engagement thanks to her immense popularity,Gong Jun took the second step of the podium,generating more than 20%of the engagement for the entire year,despite being the only male ambassador a
32、nd appearing only on 1 post!By realizing that their audience connected more deeply with these two celebrities than all of the others combined,they were able to adapt their strategy and give an extra boost to the brands performance on Chinese social media by refocusing their content effort around the
33、se two celebrities.标 签 解 析 概 览 T a g g i n g U l t i m a t e G u i d e标签解析的详尽步骤Ultimate Step-by-Step Guide to TaggingP A R T T H R E E 第三 部分8标签解析通常有以下7个步骤,从找出你想要研究的问题及目标,到最终得出结论,每一步我们都将为你做详细介绍。为了更清楚地展示每个步骤的具体做法,我们将以“悟空旅行”作为参考案例(下方的绿色框中),让你可以从他们的实例中了解到更多标签解析的小窍门。The process of tag analysis typically
34、involves seven steps,starting from initially determining the questions and objectives you want to study,to ultimately obtaining the analysis results.In this Chapter,we will go into details what needs to be done at each step.确定标签解析目标 Define Tagging Goals创建标签类别 Establish Tagging Categories设计工作流程 Desig
35、n Process收集数据 Collect Data为内容添加标签 Apply Tags to Content数据分析 Analyzing Data评估和优化 Review and Refine1234567你好!我是悟空旅行市场部的Sunnie!作为一家线路覆盖全球的旅行社,我们会经常发布有趣的旅行目的地见闻,线路介绍和促销活动吸引更多的粉丝与我们在社媒上互动。为了了解如何能更好的提升社媒运营策略,我们采用了“标签解析”的方法。一起来看一下我们是怎么做的吧!Hey there!This is Sunnie from the marketing team at Wukong Travel!As
36、 a travel agency,we try to engage our community on social media by publishing content about destinations,travel itineraries,and offers.We were having difficulties getting actionable insights from the data provided by the platform.And then we heard about tagging.Let me show you how we did it!悟空旅行Wuko
37、ngTravel标签解析全方位概览 Ultimate Guide to Tagging制定标签策略 Define Tagging GoalsSTEP ONE9正式开始在日常社媒运营中使用标签解析时,考虑到未来社媒营销策略和目标的制定,我们向自己提出了以下一些问题:As we set out to start using tagging in our daily operation,the team took a moment to think about the most burning questions we needed answered to prepare for our next
38、social media campaign,and we came up with these:1找出受众的用户属性数据 Which one of our target personas is the most common among our followers?哪种产品或服务最受欢迎 What product is converting the best on social media?最受欢迎的旅行目的地 What destination is generating the most engagement from our audience?123第一步开始定义标签策略。这里你需要想清楚
39、:通过标签解析你希望找到哪些问题的答案。比如:哪种内容形式互动率最高,是长图,视频,还是简短的文字加九宫格图片?什么话题的内容互动率最高?哪一条产品线或服务可以最大程度引起客户的兴趣?At this stage,you must think about what you want to figure out by tagging your content.Here are a couple of example questions you can solve using tagging:Which content format is performing the best?What topic
40、 is engaging my audience the most?Which line of product or service creates the most interest?标签解析全方位概览 Ultimate Guide to Tagging创建标签类别 Establish Tagging CategoriesSTEP TWO1 0创建标签类别 列出了想研究的问题后,就可以创建标签了!首先根据前面的问题创建出标签类别,再把所有的可选项设置为单独标签。例如想知道“什么产品在社媒上最受欢迎”,你就可以创建一个名为“产品”的类别,并为每一个产品在此分类下设立一个标签。注意:各个标签要定
41、义清晰才能避免无效或重复劳动。分类管理标签 除了创立标签类别,你还需要决定各种标签之间的关系。标签通常有以下三类:排他性标签:若某个标签属性设置为排他性,则用户只能在此类别中选择一个标签进行添加。比如在微博帖子中将“图片数量”设置为标签类别,并设置“单图”、“双图”、“三图”等,那么每篇帖子只能依据实际包含的图片数量添加相对应的单独标签,而不能同时选择多个标签。2Creating Categories Once you have listed the questions you and your team are wondering about,its time to create categ
42、ories!Create a tagging category for each question.Then,create a tag for each possible answer to the questions you listed inside that category.For example,one question might be about what product you offer drives the most engagement on social media.Then create a category“product”and create a tag for
43、each product or family of products you offer.Ensure that each tag comes with a specific definition to avoid confusion in the future.Organizing Tags Creating tags and categories isnt enough;you also need to determine how these tags will relate to each other.Tags and categories can fall under these th
44、ree categories:Exclusive Tag:Only one tag can be applied for a given category.For instance,if you decide to tag your Weibo posts based on the number of pictures,then the different tags(“1 picture”,“2 pictures”)would be exclusive,as a post cannot have at the same time a different number of pictures.标
45、 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g1 1从属标签:这类标签只与它的上层标签相关,比如你想将各个产品相关的帖子进行标签分类,那么你可能需要先按照大类将他们区分开(如:”唇彩“、”面部清洁“、”香氛“等),之后再将每个产品在各自的大类下次下创建自己的标签,此时该标签即为”从属标签“,它可以帮我们实现更细致的数据分析。必用标签:当某类标签适用于所有的内容时,可以将它设置为”必用“。比如”产品分类“不是必用标签,因为它只与发布了产品的帖子相关,但”内容形式“(如”图片“、”视频“、”纯文字“等)则适用于每一篇发布。这
46、时将”内容形式“设置为”必用标签“可以避免发布时忘记添加此类标签的情况,确保在后续数据分析环节不会有所遗漏。Dependent Category:A category can be only relevant based on a specific tag from another category.Suppose you decide to tag based on products.In that case,you might have so many products that you want to organize them first into families(“lipstick
47、s,”“face wash,”“perfume,”etc.)and then create a dependent category for each family and add your different products as tags.This would allow a finer analysis.Required Category:If specific categories might be relevant only in some instances,others are always relevant.Ensure you have flagged these cate
48、gories as required so the person in charge of tagging wont forget about them.For example,not all your posts might be about a product you offer,so the“Product”category would not be required.But if you tag your posts based on the content format,this should be a required category,as each post will have
49、 a specific format to track.标签类别A Category A标签2 Tag 2标签1 Tag 1标签3 Tag 3从属标签类别 Dependent Category从属标签1 Dependent Tag 1从属标签2 Dependent Tag 2从属标签3 Dependent Tag 3标签4 Tag 4必用 Required你必须从标签1/2/3/4中选择至少一项添加 You must choose from tag 1,2,3 or 4 as category A is required.你只能选择标签1/2/3/4中的一个进行添加 You can only
50、choose one from tag 1,2,3 or 4 as Category A is exclusive.排他性 Exclusive若有内容属于标签3,则从属标签1/2/3自动变为必用标签 The Dependent Category becomes required if Tag 3 is applied从属标签 Dependent标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g1 2根据之前提出的问题,我们创建了三个互相独立的标签类别:产品服务、用户画像、旅行目的地,并在每个分类下将各个选项设置为一个单独的
51、标签。而在”旅行目的地“分类中我们发现,仅仅用”国内目的地“涵盖所有中国的城市有些过于宽泛,所以我们又在此标签下添加了”省份“,作为更细致的分类标准。Now that the Wukong Travel Team has listed the most important questions we wanted to answer,we decided to create these three categories:Service,Demographic,and Destinations.We found it might be too broad for“Domestic”during t
52、he process of categorising posts about“Destinations”,so we created a dependent tag“Province”to further refine our analytics.找出受众的用户属性数据 Which one of our target personas is the most common among our followers?我们刻画了三种类别的用户画像,分别是“亲子家庭”、“年轻情侣”和“户外冒险家”,并通计划过标签分类不同内容来找到最靠近真实情况的用户画像。We create content based
53、 on 3 personas:for families with kids,for young couples,and for outdoor enthusiasts.We created a category persona and 3 tags:“family”,“young couples”and“outdoor adventurers”哪种产品或服务最受欢迎 What product is converting the best on social media?除了跟团旅行,我们也向客户提供订购机票,酒店,租车,以及签证相关的服务。我们创建了一个名为“产品”的标签类别并为以上产品创建了
54、独立标签。Apart from package travel,we also provide our clients with flight booking,hotel,car rental,and visa-related services.We created a category called“Product”,and created a label for each of them.最受欢迎的旅行目的地 What destination is generating the most engagement from our audience?作为一家旅行社,我们主要有四个旅行目的地:中国
55、境内,美国,欧洲和东南亚,我们的大部分社媒内容也都与此相关。我们分别为它们创建了独立标签,外加一个名为“其他”的标签。As a travel agency,we cover 4 main destinations:China itself,America,Europe,and South-East Asia.So most of our content is about one of these.We created a tag for each of them,plus another called“other”悟 空 旅 行 标 签 分 类 实 例H O W W U K O N G T R
56、 A V E L D O E S T A G G I N G I N S I G H T S标签解析全方位概览 Ultimate Guide to Tagging设计工作流程 Align your Team on a ProcessSTEP THREE1 3在悟空旅行,我们决定将这个任务交给Tony负责,他会在每个月的最后一周进行批量内容分类。我们一直使用KAWO来标记内容,帮我们节省了大量时间和精力。During a team meeting,we decided that Tony will be in charge of tagging the content.He will do th
57、at during the last week of every quarter before we start working on the monthly analysis,and he will be using KAWO to do this.创建标记类别后,需要决定:1.谁负责标记社媒内容?2.选择哪个步骤标记内容?3.使用什么工具来标记内容?无论你是选择在发布帖子之前还是每月的总结分析之前进行标签解析,都需要统一团队成员的工作流程,并确保每个人对标记的定义以及标签间的相互关系没有理解偏差:标记间是否互斥?哪些分类包含从属标签?哪些标签是必选的?在这一步中消除理解偏差、确保行动统一将
58、避免今后的工作中出现重复劳动。Once the tag categories have been created,it is time to decide on:1.Who is going to be in charge of tagging the content?2.At what step should each piece of content be tagged?3.What tool are you going to use to tag the content?You could decide to have it done for each post before its e
59、ven published or once a month before the data analysis.Whichever solution you choose,ensure the team is aligned on the process.Also,ensure that everyone is aligned on the definition of each tag and how they relate to other tags(see step 2).Having alignment at this step will ensure that there will be
60、 no duplicate work in the future.3标签解析全方位概览 Ultimate Guide to Tagging收集数据 Gather Data STEP FOUR1 4进入每个社媒后台收集相关数据。根据最初的问题和目标选择并提取所有相关指标和数据,例如内容标题、发布时间、用户互动数据等,下载并保存到你的数据库中。为了避免出现结果偏差,我们建议对提取出的数据进行检查,包括去重,查缺补漏,统一格式等。可能你还会需要一些简单的计算,获得更直观的数据。Gather relevant data from each social media backend.Based on t
61、he initial questions and objectives,select and extract all relevant metrics and data,such as content titles,posting times,user engagement data,etc.Download and save them into your database.We recommend checking the extracted data to avoid any result biases,including removal of duplicates,filling in
62、missing information,and standardising the format.KAWO科握帮我们自动完成了数据收集,所以这一步我们完全无需费力!Because we are using KAWO,this step is already done:KAWO automatically collects the data for each piece of content we have been publishing.4标签解析全方位概览 Ultimate Guide to Tagging为内容添加 标签 Tag ContentSTEP 51 5确定好分类并对标记内容的工作
63、流程进行了调整后,你只需要根据之前的规则对内容进行标记即可。比如在Excel中,你可以新建一列”标签分类“,并将每一个标签设置为一个下拉选项。只需根据之前确定的分类原则选择最恰当的一个标签即可。Now that you have established the categories and aligned the team on the workflow for tagging content,all you have to do is tag the content based on the decisions made in the previous steps.If you are us
64、ing a worksheet,create a table with each row being a post,and each column being a category.For each category,create a dropdown list including each tag for that category.根据刚确定的流程,现在由Tony根据“目的地”、“人物画像”和“产品”三个类别来标记过去三个月我们在微博上发布的所有帖子。Tony一开始有点气馁,因为3个月的微博内容实在太多了。好在KAWO具有批量标记的功能,Tony可以轻松批量标记社媒内容。本来需要几个小时的
65、手动工作变得仅需30分钟。Based on the process we decided on,it is now up to Tony to tag all our posts on Weibo based on the categories“Destination”,“Persona”and“Products”,for the last 3 months.Tony felt a bit discouraged at first as 3 months of Weibo posts is actually quite a lot of content to tag.Thankfully,th
66、anks to KAWOs mass tagging feature,Tony has been able to tag content in bulk.What would have been several hours of manual work turned into a 30-minutes 标签解析全方位概览 Ultimate Guide to Tagging数据分析 Analyse DataSTEP 61 6整理标记完所有社媒内容后,最有趣的部分正式开始。我们可以研究各项整洁的数据并直观对比不同分类内容的表现!还记得前面想研究的问题吗?现在我们就可以通过对比不同标签之间的帖子数量
67、占比和表现来得出结论。你可以根据以下几个步骤找出答案:1.根据你想了解的问题选择出相对应的数据指标。哪种产品在微博有最高的曝光量?要解答这个问题,我们选择“阅读量”作为参考指标。2.计算出每个标签的总计表现数据,即算出包含该标签的所有帖子的表现数据总和(这里我们仅以”阅读量“为例)。在”产品“分类下,有3篇标记”唇彩“的贴子分别获得了1000,1200和200个阅读量,那么表现数据总计为:1000+1200+200=2400阅读量 Once you have ensured that your data is clean and have tagged all of your content,
68、the fun begins as you dive into the now-organized data and start comparing performances across different categories.Remember those questions you were asking at the beginning of the tagging process?Now,you can get answers to each of them by comparing the performance of each tags in a given category w
69、ith the contribution,i.e.the number of post published for each tag.To do this,follow the below steps for each category:1.Based on the question you are trying to answer,choose to relevant metric that you want to use for the comparison.Eg.One of the question we asked was“Which line of product performs
70、 the best in increasing visibility for our brand on Weibo?”.We decide that the relevant metrics is therefore the number of impressions.2.Calculate the total performance of each tag by summing up the performance of each individual post with this specific tag.Eg.In the category“Product”,I have tagged
71、3 posts“lipstick”earning respectively 1,000 impressions,1,200 impression and 200 impressions.The performance of the tag“lipstick”is 1,000+1,200+200=2,400 impressions.6标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g3.将每个标签的表现数据求和,计算出此标签类别下所有帖子表现的数据总和。”产品“分类共有3个标签:”唇彩“(阅读量2400),”面部清洁“(阅读
72、量5000),”香氛“(阅读量12000),所以整个”产品“类别总计获得了 2400+5000+12000=19400的阅读量。4.计算每一个标签的表现数据占总数的百分比,即用每个标签的表现数字除以整个分类的表现总数。”唇彩“贡献了12.4%(阅读量2400除以19400)的表现,”面部清洁“占比25.8%,而香氛则贡献了61.8%的表现数据。5.计算每个标签下的帖子数量百分比。用每个标签的帖子发布数量除以总计发布数量。我们总计发布了28篇”产品“分类的贴子,其中3篇(10.7%)属于”唇彩“,5篇(17.8%)属于”面部清洁“,20篇(71.4%)属于”香氛“。3.Calculate the
73、 categorys total performance by summing up each tags performance.Eg.The category“product”has 3 tags:“lipstick”(2400 views),“day cream”(5,000 views),and“perfume”(12,000 views).The category“product”earned 2,400+5,000+12,000=19,400 views.4.Calculate the contribution of each tag in%towards the total per
74、formance of the category by dividing the performance of each tag by the total performance of the category.Eg.While“lipstick”contributed 12,4%(2,400 divided by 19,400)to the impressions of the“product”category,“day cream”contributed 25,8%,and“perfume”61,8%5.Then calculate in%how often you published p
75、osts from a specific tag compared to the total number of posts in the category.Eg.In total,we published 28 posts tagged in the category“product,”3 posts for“lipstick”(10,7%),5 for“face wash”(17,8%),and 20 posts for“perfume”(71,4%).6.Finally,calculate the final performance of each tag by comparing it
76、s contribution towards the given metrics with how often its been published by using the following formula:-1 Eg.For instance,the final performance of the“day cream”tag in terms of generating views is 25,8%(contribution to the metrics)/17,8%(contribution to the number of posts)-1=+44%.On the other si
77、de,the performance of the“perfume”tag is 61,8%/71,4%-1=-13%.We then decided to post less about perfumes,which are a negative performance,and more about day creams and lipsticks on Weibo.Contribution to metricsContribution to post1 7标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n g6.最后步,公
78、式:计算出每个标签的最终表现值。”部清洁“的最终表现值为:25.8%/17.8%-1=+44%,”氛“的表现为:61.8%/71.4%-1=-13%。由此我们得出结论,未来我们的微博应发布更多唇彩和部清洁的内容。通过以上步骤分析不同标签类别,我们将可以了解到哪些内容产出作有更的回报率,哪些社媒内容将获得更多受众的睐。By doing this across different categories,you will understand where you and your team can better invest your efforts by determining which con
79、tent works best for your audience.1 8针对转化率,我们选择了微博的两个指标:阅读量和点击量。就整体平均表现而言,机票预订相关内容占到18%的帖子数、16%的曝光率和32%的点击量。然而只有10%发布量的Visa申请相关内容,却产生了14%的阅读量和20%的点击量!结论:签证申请转化率最高,超出平均33%。哪种产品或服务最受欢迎 What product is converting the best on social media?As we are looking at conversion,we decided to look at 2 different
80、 metrics on Weibo:Impressions and Clicks.Posts about flight bookings contributed to 18%of our posts mentioning products,16%of all our impressions&32%of clicks,for an overall average performance.However,posting only 10%of the time about Visa applications generated 14%of impressions and 20%of the tota
81、l clicks!Visa application converts the best,with a final+33%performance.表现高出平均值33%Performer is 33%higher表现百分发布数量百分)1标 签 解 析 全 方 位 概 览 U l t i m a t e G u i d e t o T a g g i n H O W W U K O N G T R A V E L D O E S T A G G I N G I N S I G H T S悟 空 旅 行 标 签 分 类 实 例“国内游“是表现最好的内容类别找出受众的用户属性数据 Which one o
82、f our target personas is the most common among our followers?面向“年轻情侣”的内容如浪漫海岛3日游、最美旅拍地点等占我们发布内容的32%,仅占总展示量的22%,最终表现为-32%,而针对“户外探险家”的内容表现高达+199%!我们发现这一部分受众似乎比我们想象的更重要。Content catering to“Young Couples”contributed to 32%of the content we posted,with only 22%of the total impressions,for a final perform
83、ance of-32%,while content targeting“Outdoor Adventurer”had a performance of+199%!We realised that a part of our audience more significant than we thought seemed to belong to that category.在”旅行目的地“这一类中,“国内游”是互动率最高的内容;其中“四川”获得了最高的阅读量,紧随其后的是“新疆”,互动率表现超越了平均值33%。在下个月的内容计划上,我们将加入更多西南相关的内容!最受欢迎的旅行目的地 What
84、destination is generating the most engagement from our audience?In the category of“Destination,”“Domestic”has the highest engagement rate.Among them,Sichuan received the highest number of views,but Xinjiang had an average engagement surpassing the overall average by 33%.Our next month planning will
85、be adjusted to talk more about South West China!“Domestic“is the best performer标签解析全方位概览 Ultimate Guide to Tagging评估和优化 Review and RefineSTEP 72 0市场热点瞬息万变,及时根据实际情况调整最符合当前行业趋势和相关热门领域的标签才能最大化团队产能。定期查看标签的使用情况,才能及时掌握各个标签的有效性,确保标签解析给我们提供真实可信的数据反馈为我们的营销策略提供更准确的洞察和指导。别忘记时常检查以下三个问题:As for any process that y
86、our team is working with,it is always important to take the time to see how this process needs to evolve to match your evolving needs best.Regularly,with your team,answer the three following questions:作为经常使用标签解析来获取数据洞察的市场团队,我们一直定期对自己的标签进行评估和优化。比如之前的某次回顾中,由于微博将最多图片发布数量增加至18张,我们就在“内容形式”的标签下增加了“18张图”的小
87、标签。每季度我们都得会检查和改进标签解析的整个过程,确保分析结果的准确性和相关性。As a marketing team that frequently utilises tag analysis for gaining data insights,we consistently conducts evaluations and optimisations of our tags.For instance,during a recent review,we noticed that Weibo increased the maximum number of images to 18 per p
88、ost.We then added a tag called 18 Images under the Content Format tag in response.Every quarter,we perform checks and improvements on the entire tag analysis process to ensure the analysis results accuracy and relevance.7Start Doing What new practices or tools could we introduce to improve tagging?A
89、ny other questions we should ask ourselves?Are there any missing categories or metrics?Stop Doing What activities or practices have been causing delays?Are there any recurring issues or bottlenecks that we should address?Which categories are redundant?Continue Doing What practices have contributed t
90、o solving the questions we were asking?Who on the team has been contributing the most to making tagging successful?开始新的标签 还有哪些别的问题值得关注?是否可以尝试新的工具?是否有未被追踪的数据?停止当前标签 哪些环节造成了进程拖延?过程中是否有反复出现的问题?是否有无效标签类别?持续当前标签 哪些方式有助于解决我们提出的问题?团队中谁对标签分类的贡献最大?We are proud to be trusted by over 500 brands 我们有幸被超过500个品牌信赖KAWO transforms the way teams work to be more efficient and data-driven!Multi-Account ManagementData InsightsCollaborationCompetitors AnalysisLearn more at KAWO.com or email .关注我们的官方微信,获取更多高质量内容!多账号管理数据洞见竞品分析团队协作