{"id":19350,"date":"2023-05-26T15:22:16","date_gmt":"2023-05-26T19:22:16","guid":{"rendered":"https:\/\/carleton.ca\/webservices\/?p=19350"},"modified":"2024-06-08T21:44:54","modified_gmt":"2024-06-09T01:44:54","slug":"web-wednesday-recap-instagram","status":"publish","type":"post","link":"https:\/\/carleton.ca\/webservices\/2023\/web-wednesday-recap-instagram\/","title":{"rendered":"Web Wednesday Recap &#8211; Crafting a Winning Instagram Pilot"},"content":{"rendered":"\n<section class=\"w-screen px-6 cu-section cu-section--white ml-offset-center md:px-8 lg:px-14\">\n    <div class=\"space-y-6 cu-max-w-child-5xl  md:space-y-10 cu-prose-first-last\">\n\n            <div class=\"cu-textmedia flex flex-col lg:flex-row mx-auto gap-6 md:gap-10 my-6 md:my-12 first:mt-0 max-w-5xl\">\n        <div class=\"justify-start cu-textmedia-content cu-prose-first-last\" style=\"flex: 0 0 100%;\">\n            <header class=\"font-light prose-xl cu-pageheader md:prose-2xl cu-component-updated cu-prose-first-last\">\n                                    <h1 class=\"cu-prose-first-last font-semibold !mt-2 mb-4 md:mb-6 relative after:absolute after:h-px after:bottom-0 after:bg-cu-red after:left-px text-3xl md:text-4xl lg:text-5xl lg:leading-[3.5rem] pb-5 after:w-10 text-cu-black-700 not-prose\">\n                        Web Wednesday Recap &#8211; Crafting a Winning Instagram Pilot\n                    <\/h1>\n                \n                                \n                            <\/header>\n\n                    <\/div>\n\n            <\/div>\n\n    <\/div>\n<\/section>\n\n\n\n<p>If you were unable to attend our most recent Web Wednesday event, no worries. We&#8217;ve written a recap of the highlights and shared the video and slides below. Enjoy!<\/p>\n\n\n\n<h2 id=\"transitioning-to-google-analytics-4\" class=\"wp-block-heading\"><a id=\"GA4\"><\/a>Transitioning to Google Analytics 4<\/h2>\n\n\n\n<p>Jamie Rodger from DUC kicked things off with an overview of 杏吧原创&#8217;s transition to Google Analytics 4 (GA4).<\/p>\n\n\n\n<p>Universal Analytics (the current analytics version) will stop processing data after July 1st. What does this mean for 杏吧原创 and for you?<\/p>\n\n\n\n<h3 id=\"ga4-migration-needs-and-goals\" class=\"wp-block-heading\">GA4 Migration Needs and Goals<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create one Google Tag Manager (GTM) account so that we can see user journeys holistically as they navigate across 杏吧原创 sites<\/li>\n\n\n\n<li>Integrate Google marketing platform to better view campaigns and traffic<\/li>\n\n\n\n<li>User needs review: how many users do we need in analytics? what do they need to know?<\/li>\n<\/ul>\n\n\n\n<h3 id=\"ga4-vs-ua\" class=\"wp-block-heading\">GA4 vs UA<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No more session traffic<\/li>\n\n\n\n<li>Everything is event focussed<\/li>\n\n\n\n<li>It will be important to clarify audience segments<\/li>\n<\/ul>\n\n\n\n<h3 id=\"current-state\" class=\"wp-block-heading\">Current State<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>GTM is installed and GA4 has been collecting data on several sites for a year<\/li>\n\n\n\n<li>Manually created index of sites<\/li>\n\n\n\n<li>Big Query Data initiated to save historical data<\/li>\n\n\n\n<li>Enterprise GA4 account set up<\/li>\n\n\n\n<li>High level universal dashboard in place<\/li>\n<\/ul>\n\n\n\n<h3 id=\"next-steps\" class=\"wp-block-heading\">Next Steps<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Indicate if you would like to back up your historical UA data (contact Jamie in DUC)<\/li>\n\n\n\n<li>GA4 admin meeting to be scheduled in June<\/li>\n\n\n\n<li>GA4 training to begin in July<\/li>\n<\/ul>\n\n\n\n<h2 id=\"crafting-a-winning-instagram-pilot\" class=\"wp-block-heading\">Crafting a Winning Instagram Pilot<\/h2>\n\n\n\n<p>Quinn was up next to share about how she created an Instagram pilot for Web Services.<\/p>\n\n\n\n<h3 id=\"what-are-your-goals\" class=\"wp-block-heading\">What are your goals?<\/h3>\n\n\n\n<p>Quinn started, by giving a bit of background around our Instagram goals:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>to enhance authority and reputation and<\/li>\n\n\n\n<li>to build an online community.<\/li>\n<\/ol>\n\n\n\n<p>It&#8217;s also important to take into consideration your target audience (in our case, individuals between the ages of 17-25).<\/p>\n\n\n\n<p>They started off by doing a competitive analysis. This is a great strategy when planning any kind of content campaign. Look at what other universities or similar industries doing.<\/p>\n\n\n\n<h3 id=\"what-content-will-you-create\" class=\"wp-block-heading\">What content will you create?<\/h3>\n\n\n\n<h4 id=\"content-pillars\" class=\"wp-block-heading\">Content Pillars<\/h4>\n\n\n\n<p>Keeping your goals and audience in mind, you can now come up with some ideas for content. We call these content pillars or categories. For example, we determined 4 key areas for content creation:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Web Accessibility<\/li>\n\n\n\n<li>Search engine optimization<\/li>\n\n\n\n<li>Social media<\/li>\n\n\n\n<li>Web design and development<\/li>\n<\/ul>\n\n\n\n<h4 id=\"post-types\" class=\"wp-block-heading\">Post Types<\/h4>\n\n\n\n<p>Besides categories, we used a variety of content post types and evaluated which performed best. These included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Carousel posts<\/li>\n\n\n\n<li>Reels<\/li>\n\n\n\n<li>Photo posts<\/li>\n\n\n\n<li>Video posts<\/li>\n\n\n\n<li>Stories<\/li>\n<\/ul>\n\n\n\n<h3 id=\"pilot-phase\" class=\"wp-block-heading\">Pilot Phase<\/h3>\n\n\n\n<p>Once you are ready to begin your pilot, there are a few things you need to determine. These include duration, objectives, and deliverables. Here&#8217;s an example from our plan:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Duration: <\/b>Three months (12 weeks)<\/li>\n\n\n\n<li><b>Stakeholders: <\/b>Quinn Lin and Nadine Basil<\/li>\n\n\n\n<li><b>Objective: <\/b>Assess the effectiveness of Instagram as a community-building tool for Web Services. Evaluate the long-term resource requirements for maintaining a presence on the platform.<\/li>\n\n\n\n<li><b>Deliverables: <\/b>Strategic plan, Instagram account, monthly content calendars, social media content, retrospective minutes, bi-weekly metrics report, and project report<\/li>\n\n\n\n<li><b>Evaluation: <\/b>Bi-weekly metrics<\/li>\n<\/ul>\n\n\n\n<h3 id=\"tips-for-a-successful-pilot\" class=\"wp-block-heading\">Tips for a Successful Pilot<\/h3>\n\n\n\n<p>There are a few things you can do along the way to ensure a successful pilot.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Track things! We did this by looking at our metrics biweekly.<\/li>\n\n\n\n<li>Create a content calendar outlining what and when you will post.<\/li>\n\n\n\n<li>Hold retrospective meetings to determine what is and is not working.<\/li>\n<\/ul>\n\n\n\n<h3 id=\"best-practices-or-things-we-learned\" class=\"wp-block-heading\">Best Practices (or things we learned &#8230;)<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Include animations in carousel posts<\/li>\n\n\n\n<li>Tag other accounts in posts where appropriate and use geo-location tags to increase visibility and engagement<\/li>\n\n\n\n<li>Periodically monitor followers&#8217; age range and most active times to inform posting schedule<\/li>\n\n\n\n<li>Regularly track metrics to determine how the account is performing and adjust accordingly<\/li>\n\n\n\n<li>Repurpose existing content. This will help to save time and resources while maximizing reach.<\/li>\n\n\n\n<li>Make sure content is aligned with your organizational mission and values.<\/li>\n\n\n\n<li>Don\u2019t be afraid to seek feedback from your team members.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"cutheme-update\" class=\"wp-block-heading\">cuTheme Update<\/h2>\n\n\n\n<p>To wrap things up, Troy shared the latest cuTheme designs. We&#8217;ve been working on some really cool ideas for hero banners and featured content. You can have a look at these designs by going <a href=\"https:\/\/youtu.be\/twM6fyi2NKE?t=2243\">to the video replay at this point.<\/a><\/p>\n\n\n\n<p>Be sure to check them out. We can&#8217;t wait to bring them to life in cuTheme!<\/p>\n\n\n\n<div class=\"cu-section cu-section-5xl not-contained bg-white\"><figure class=\"cu-embed cu-component-spacing not-contained mx-auto max-w-5xl\"><div class=\"relative w-full pb-[56.25%] overflow-hidden border border-cu-black-100\"><iframe title=\"Videos Embed\" src=\"https:\/\/www.youtube.com\/embed\/twM6fyi2NKE\" class=\"absolute top-0 left-0 w-full h-full\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/div><\/figure><\/div>\n\n\n\n<h2 id=\"feedback\" class=\"wp-block-heading\">Feedback<\/h2>\n\n\n\n<p>If you attended the workshop, we&#8217;d love to hear your thoughts. Please share your feedback and ideas for future Web Wednesday topics using the form below!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/carleton.ca\/webservices\/talks-and-workshops\/web-wednesday-feedback\/\">Workshop Feedback<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you were unable to attend our most recent Web Wednesday event, no worries. We&#8217;ve written a recap of the highlights and shared the video and slides below. Enjoy! Transitioning to Google Analytics 4 Jamie Rodger from DUC kicked things off with an overview of 杏吧原创&#8217;s transition to Google Analytics 4 (GA4). Universal Analytics (the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19379,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[346],"tags":[],"class_list":["post-19350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-workshops-conferences"],"acf":{"cu_post_thumbnail":""},"_links":{"self":[{"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/posts\/19350","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/comments?post=19350"}],"version-history":[{"count":0,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/posts\/19350\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/media\/19379"}],"wp:attachment":[{"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/media?parent=19350"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/categories?post=19350"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/carleton.ca\/webservices\/wp-json\/wp\/v2\/tags?post=19350"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}