ROI of marketing on social media in Europe (France, United Kingdom, Nordics)
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ROI of marketing on social media in Europe (France, United Kingdom, Nordics)

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700 European marketers give them feedbacks the way they get ROI from social media marketing activities. They gave us their best practices and budgets they sent on it. For more information, contact ...

700 European marketers give them feedbacks the way they get ROI from social media marketing activities. They gave us their best practices and budgets they sent on it. For more information, contact Neolane.

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  • 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
  • Survey Shoot: run 1 + 2 cumulated
  • Main target : managers and supervisors.
  • Main target: pure prospects : marketers, CRM and digital specialists

ROI of marketing on social media in Europe (France, United Kingdom, Nordics) ROI of marketing on social media in Europe (France, United Kingdom, Nordics) Presentation Transcript

  • Benoit Gourdon - EVP Europe, Co-founder Mickael Bentz - Product marketing manager, social expert Neolane Marketing SurveyCopyright Neolane – 2012 2012 Neolane confidential 1
  • CONTEXT As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers over the world through webinars, seminars, user clubs or tradeshows. Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyze it and then share it with them. This first Neolane Marketing Survey focuses on social marketing ROI. More than 700 marketers participated to it.Copyright Neolane – 2012 Neolane confidential 2
  • OBJECTIVES METHOD RESULTS TARGET CONCLUSIONCopyright Neolane – 2012 Neolane confidential 3
  • OBJECTIVES 1. SHARE BETWEEN PEERS 2. TEST SHORT SURVEY FORMAT, ON IDENTIFIED AND TARGETED MARKETERS 3. OPEN A NEW COMMUNICATION CHANNEL WITH OUR COMMUNITY 4. UNDERSTAND MORE THAN MEASURE HOW MARKETERS MONETIZE SOCIAL MEDIA 5. PROPOSE ANOTHER VISION OF SOCIAL MEDIA MONETIZATIONCopyright Neolane – 2012 Neolane confidential 4
  • METHOD Specificities Target Process No panel Neolane database April - June 2012 of prospects & 5 questions customers Survey sent by email: 2 waves Lead gen is not the France, UK, Benelux, major objective Switzerland, Nordics French & English (Denmark, Finland, Project led by the Iceland, Norway and Incentive: exclusivity product marketing and Sweden) & iPad the field marketing team No rented databaseCopyright Neolane – 2012 Neolane confidential 5
  • EMAILINGCopyright Neolane – 2012 Neolane confidential 6
  • QUESTIONSCopyright Neolane – 2012 Neolane confidential 7
  • RESULTSCopyright Neolane – 2012 Neolane confidential 8
  • RESULTS - SPECIFICITIES In terms of non-business oriented KPI, British and Nordics marketers consider more generated website traffic than French marketers (26% of preference vs 19% of preference).Copyright Neolane – 2012 Neolane confidential 9
  • RESULTSCopyright Neolane – 2012 Neolane confidential 10
  • RESULTS - SPECIFICITIES 27% of French marketers do not try to get a ROI from social media. Its 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 11
  • RESULTSCopyright Neolane – 2012 Neolane confidential 12
  • RESULTS - SPECIFICITIES On 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.Copyright Neolane – 2012 Neolane confidential 13
  • RESULTSCopyright Neolane – 2012 Neolane confidential 14
  • RESULTSCopyright Neolane – 2012 Neolane confidential 15
  • TARGET 20 15 Distinct opens 10 Sum of opens France Nordics UK 16 12 Distinct clicks 5 8 Reacticity 2 0 34% Survey shoot (%) 150 62% 100 Distinct opens 4% 137 Sum of opens 50 Target of the 58 57 Distinct clicks 40 Survey shoot 0 Reacticity Result shoot (%)Copyright Neolane – 2012 Neolane confidential 16
  • TARGET 704 respondants 41% France 50% Nordics UK 7% 5% Level 1 9% (CEO, CMO, VP, MD) Level 2 Response by Country (Manager, Director) 34% Level 3 (Supervisor) 19% Customers 53% Level 4 4% (Analyst, Specialist, Co Partners ordinator) 77% Prospects Contact Function Level Contact Company TypeCopyright Neolane – 2012 Neolane confidential 17
  • 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 TypeCopyright Neolane – 2012 Neolane confidential 18
  • 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 timeCopyright Neolane – 2012 Neolane confidential 19
  • ABOUT NEOLANE Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations  $ 44 M revenue in 2011  47% year-over-year growth in 2011  350 customers  250 employees  11 years experience  Market recognition: Forrester, Gartner, Sirius Decisions …  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 servicesCopyright Neolane – 2012Copyright Neolane 2011 Neolane confidential 20 20
  • 400 CUSTOMERS E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURECopyright Neolane – 2012 Neolane confidential 21
  • RAW DATA UK and Nordics country answers France answers Total Europe 1. What KPI do you use to measure ROI from social media? Number % relative % Number % relative % Number relative % Brand awareness & community size 177 47,84% 21,02% 155 45,19% 22,08% 332 21,50% Global noise & virality 74 20,00% 8,79% 115 33,53% 16,38% 189 12,24% Website traffic 226 61,08% 26,84% 137 39,94% 19,52% 363 23,51% Ideas & feedback from communities 93 25,14% 11,05% 49 14,29% 6,98% 142 9,20% Acquisition: conversion of fans, followers and their friends into customers 109 29,46% 12,95% 109 31,78% 15,53% 218 14,12% Qualification: CRM enrichment with social data 48 12,97% 5,70% 77 22,45% 10,97% 125 8,10% Sales: Real money ROI 115 31,08% 13,66% 60 17,49% 8,55% 175 11,33% Total: 842 100,00% 702 100,00% 1 544 2. To date, how much have you invested in social media since you started considering it? Number % relative % Number % relative % Number relative % $50 000 to $200 000 68 18,38% 18,38% 72 20,99% 20,99% 140 19,64% $1 million to $5 million 9 2,43% 2,43% 7 2,04% 2,04% 16 2,24% $5million to $10 million 2 0,54% 0,54% 1 0,29% 0,29% 3 0,42% $500 000 to $1 million 14 3,78% 3,78% 11 3,21% 3,21% 25 3,51% $200 000 to $500 000 26 7,03% 7,03% 28 8,16% 8,16% 54 7,57% Less than $50 000 251 67,84% 67,84% 224 65,31% 65,31% 475 66,62% Total: 370 100,00% 343 100,00% 713 3. Regarding your answer to the previous question…Do you think you’ve achieved a monetary ROI? Number % relative % Number % relative % Number relative % No, and we dont know how its possible 65 17,57% 17,57% 146 42,57% 42,57% 211 29,59% Yes, social media is a great source ofCopyright Neolane – 2012 business 63 17,03% 17,03% 58 16,91% 16,91% Neolane confidential 121 16,97% 22
  • $1 million to $5 million 9 2,43% 2,43% 7 2,04% 2,04% 16 2,24% $5million to $10 million 2 0,54% 0,54% 1 0,29% 0,29% 3 0,42% $500 000 to $1 million 14 3,78% 3,78% 11 3,21% 3,21% 25 3,51% RAW DATA $200 000 to $500 000 26 7,03% 7,03% 28 8,16% 8,16% 54 7,57% Less than $50 000 251 67,84% 67,84% 224 65,31% 65,31% 475 66,62% Total: 370 100,00% 343 100,00% 713 3. Regarding your answer to the previous question…Do you think you’ve achieved a monetary ROI? Number % relative % Number % relative % Number relative % No, and we dont know how its possible 65 17,57% 17,57% 146 42,57% 42,57% 211 29,59% Yes, social media is a great source of business 63 17,03% 17,03% 58 16,91% 16,91% 121 16,97% Not yet but we are still analysing it 233 62,97% 62,97% 46 13,41% 13,41% 279 39,13% No, and I don’t care 9 2,43% 2,43% 93 27,11% 27,11% 102 14,31% Total: 370 100,00% 343 100,00% 713 4. Do you include personalised content on the tabs inside your Facebook page to provide a better experience? Number % relative % Number % relative % Number relative % Yes, I use Facebook profile information (interests, Open Graph activity, check-ins) to provide an amazing experience 20 5,41% 5,41% 30 8,75% 8,75% 50 7,01% Yes, I personalise content with public profile information (language, localization) 85 21,62% 21,62% 82 23,91% 23,91% 167 23,42% Not really, I provide the same content for all 265 71,08% 71,08% 231 67,35% 67,35% 496 69,57% Total: 370 100,00% 343 100,00% 713 5. In your opinion, 2012 is the year of: Number % relative % Number % relative % Number relative % Integrating social and customer data 71 19,19% 19,19% 72 20,99% 20,99% 143 20,06% Providing valuable content, offers & services to communities 69 18,65% 18,65% 66 19,24% 19,24% 135 18,93% Making a measurable ROI from social media 76 20,54% 20,54% 50 14,58% 14,58% 126 17,67% Putting social media at the centre of the cross-channel marketing strategy 75 20,27% 20,27% 76 22,16% 22,16% 151 21,18% Experimentation, like 2010 and 2011... 79 21,35% 21,35% 79 23,03% 23,03% 158 22,16% Total: 370 100,00% 343 100,00% 713 Report issued by Neolane Survey the 29th may 2012Copyright Neolane – 2012 Neolane confidential 23