As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers globally through webinars, seminars, user groups, and tradeshows.
Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather insights and extract trends.
This first Neolane Marketing Survey focuses on social marketing ROI.
More than 700 marketers participated in it.
2. SURVEY CONTEXT
As a leading cross-channel campaign management
solution provider, Neolane is in touch with thousands of
marketers globally through webinars, seminars, user
groups, and tradeshows.
Leveraging this advantageous position, we decided to
run surveys, questioning marketers about their main
challenges to gather insights and extract trends.
This first Neolane Marketing Survey focuses on social
marketing ROI.
More than 700 marketers participated in it.
Copyright Neolane – 2012 Neolane confidential 2
4. RESULTS - SPECIFICS
In terms of non-business oriented
KPIs, British and Nordics marketers
consider website traffic more than
French marketers (26% of preference
vs. 19% of preference).
Copyright Neolane – 2012 Neolane confidential 4
6. RESULTS - SPECIFICS
27% of French marketers do not try
to generate ROI from social media.
It's a figure to compare with the 2%
of British and Nordics marketers
saying the same.
Some maturity and vision gaps
exist between countries.
Copyright Neolane – 2012 Neolane confidential 6
8. RESULTS - SPECIFICS
Of the 13% of brands spending more
than 200,000 € on social marketing,
27% say they make a tangible ROI
on social media.
If we consider the 87% of brands
spending less, only 15% say the same.
Copyright Neolane – 2012 Neolane confidential 8
11. TARGET
Tourism 4%
Public Services 9%
Financial Banking… 12%
Retail Ecommerce 15%
Services 13%
Media Leisure 17%
Industry, B2B, Tele… 22%
MSP 7%
IT 16%
Sectors
Project Consultant 2%
Sales 9%
Digital… 12%
Communication 6%
Management 5%
CRM, Customer, Call Center 15%
Marketing, Product Manager 35%
Contact Type
Copyright Neolane – 2012 Neolane confidential 11
12. CONCLUSION
Social Marketing is progressively
maturing
Marketers expect social media
to be part of their global marketing
strategy
ROI is still a challenge
User experience will make the difference
over the time
Copyright Neolane – 2012 Neolane confidential 12
13. ABOUT NEOLANE
Leading Independent Marketing
Platform Provider Supporting B2B
and B2C Organizations
$44M revenue in 2011
47% year-over-year growth in
2011
350 customers
250 employees
11 years experience
Market recognition:
Forrester, Gartner, SiriusDecisio
ns …
USA, France, UK, Nordics
Much more than just software:
• Customers in 12 countries hosting services, e-mail & SMS
• Users in 20 countries routing, and expert services
Copyright Neolane – 2012
Copyright Neolane 2011 Neolane confidential 13
14. NEXT STEPS
Interested in learning more about social
marketing opportunities and how to best get
started?
Download our free eBook:
Social Marketing FAQs
http://www.slideshare.net/Neolane/neolane-social-marketing-faqs
Copyright Neolane – 2012 Neolane confidential 14
Editor's Notes
Question: KPI used to measure social marketing actionsCommunity management related KPI are still the mostusedones (57%)MeasurableROI related KPI are not a lot used (34%)-
Question: KPI uses to measure social marketing actionsCommunity management related KPI are still the mostusedones (57%)MeasurableROI related KPI are not a lot used (34%)-
Questions:Do you think you’ve achieved a monetary ROI?Most of marketers are struggling to measure ROIOnly 17% saytheygenerate a ROI14% do not seek ROI Social ROI is the hot topic for brands
Questions:Do you think you’ve achieved a monetary ROI?Most of marketers are struggling to measure ROIOnly 17% saytheygenerate a ROI14% do not seek ROI Social ROI is the hot topic for brands
Questions: money invested since you have a presence on social mediaTotal investment is still low, meaning that brand are not on social media for a long time and that they spend not a lot of money for nowOn the 13% of brands spending on social marketing more than 200 000 €, 27% say they make a tangible ROI on social media. If we consider the 87% of brands spending less, only 15% say the same.
Questions: money invested since you have a presence on social mediaTotal investment is still low, meaning that brand are not on social media for a long time and that they spend not a lot of money for nowOn the 13% of brands spending on social marketing more than 200 000 €, 27% say they make a tangible ROI on social media. If we consider the 87% of brands spending less, only 15% say the same.
Facebook Question : Do you include personalised content on the tabs inside your Facebook page to provide a better experience?It's possible through Facebook Apps & Facebook Connect, to get a deepknowledge of itscommunitiesOnly 7% of brands saytheycapitalize on this information to provide a personalizedexperience on websites and on Facebook
The top priorities of marketers in 2012:Integrationinto the global marketing strategy first : sign of maturityTesting : sign of lowmaturity and logic if weconsider the %age of brands seeking a ROIPersonalization : third center of interest of brands becausethey know that'swhere the differencewillbe made
Main target: pure prospects : marketers, CRM and digital specialists
Main target: pure prospects : marketers, CRM and digital specialists