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Frame

Social Analytics & ROI

Jamie Cook – Online Marketing Manager

James Henighen – Digital Account Director

What we’ll cover today…

1. A Bit About Us…

2. The Evolving Social Landscape

3. User Behaviour

4. Key Trends for 2016

5. Analytics and Social Media

6. Strategy

i. Channels

ii. KPIs

iii. CPA

7. Conversion Rates

8. Social Tools

9. Tracking Fundamentals

10. Case Studies

A bit about us…

27 years of

Frame. 10

years of

digital

Frame

Full service

agency..we

do

everything!

Integrated

digital &

social

campaigns

Based in

Glasgow,

with 50 staff

Some of our clients

The Evolving Social Landscape

Social Media is always changing, with new platforms, techniques and best practices always coming

to the fore.

As marketers, we need to be on constant alert, ready to react to these changes.

The Evolving Social Landscape

As platforms improve, social’s place in the marketing mix has changed.

Though social has never been ‘free’, marketers now understand it more like traditional channels.

In Numbers

1 in 4 students

used social to

contact lecturers

32% of students

said social media

& tech. played a

role in their choice

of institution

Data from a 2015 survey by education technology charity Jisc. Endorsed by Times Higher Education.

In Numbers

35% of students

wanted dedicated

channels & apps to

help them study

and…

58% said they’d be

happy for robots to

deliver lectures

In The Last Few Years

Organic reach has continued to fall across channels and ranking algorithms change almost daily!

But social media ad spend has continued to climb year on year.

In The Last Few Years

Rich media content has become more important than ever. Instagram has become a sophisticated

ad platform for marketers.

Social media indicators are becoming more important to traditional search.

Organisations are Spending More

11.36

17.74

23.68

29.91

35.98

0

5

10

15

20

25

30

35

40

2013 2014 2015 2016 2017

Social Media Ad Spend ($bns)

Social Media Ad Spend ($bns)

User behaviour is changing

People are better at filtering out advertising on social. It’s harder than ever to cut through the noise.

Bad advertising is less effective as users become used to only seeing highly relevant messages.

User behaviour is changing

Mobile now makes up a larger part of social channel use than ever before.

Users expect organisations to always be on, and always be there when they need them.

Some Trends

for 2016

Tools like Periscope and Facebook’s Live Streaming are giving marketers new ways to reach and

connect with their social audiences.

Live Streaming

Facebook 360 video, and new ad options across social give organisations new ways to showcase

themselves, and encourage users to take action.

Colleges worldwide are now offering immersive virtual tours, and using social channels to engage

with students even before they start their courses.

Product & Service Experiences

Facebook Canvas and Instant Articles are providing publishers new way to release editorial

content.

As other platforms evolve, organisations can look for new ways to share their content.

New Publishing Formats

Social platforms want to compete and constantly differentiate – so they make constant changes.

Twitter’s ‘heart’ & moments, Instagram algorithm changes & Facebook’s 20% rule changes are all

examples of small changes that can have huge impacts on delivering value from social.

Platform Changes – Big & Small