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