Benoit Gourdon - EVP Europe, Co-founder                           Mickael Bentz - Product marketing manager, social expert...
SURVEY CONTEXT      As a leading cross-channel campaign management      solution provider, Neolane is in touch with thousa...
RESULTSCopyright Neolane – 2012   Neolane confidential   3
RESULTS - SPECIFICS                            In terms of non-business oriented                           KPIs, British a...
RESULTSCopyright Neolane – 2012   Neolane confidential   5
RESULTS - SPECIFICS                           27% of French marketers do not try                           to generate ROI...
RESULTSCopyright Neolane – 2012   Neolane confidential   7
RESULTS - SPECIFICS                           Of the 13% of brands spending more                           than 200,000 € ...
RESULTSCopyright Neolane – 2012   Neolane confidential   9
RESULTSCopyright Neolane – 2012   Neolane confidential   10
TARGET              Tourism 4%      Public Services   9%    Financial Banking… 12%   Retail Ecommerce        15%          ...
CONCLUSION              Social Marketing is progressively                         maturing              Marketers expect s...
ABOUT NEOLANE      Leading Independent Marketing      Platform Provider Supporting B2B      and B2C Organizations         ...
NEXT STEPS    Interested in learning more about social   marketing opportunities and how to best get                     s...
Upcoming SlideShare
Loading in …5
×

Neolane Social Marketing Survey 2012

910 views
823 views

Published on

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.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
910
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Neolane Social Marketing Survey 2012

    1. 1. Benoit Gourdon - EVP Europe, Co-founder Mickael Bentz - Product marketing manager, social expert Neolane Marketing SurveyCopyright Neolane – 2012 2012 Neolane confidential 1
    2. 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
    3. 3. RESULTSCopyright Neolane – 2012 Neolane confidential 3
    4. 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
    5. 5. RESULTSCopyright Neolane – 2012 Neolane confidential 5
    6. 6. RESULTS - SPECIFICS 27% of French marketers do not try to generate 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 6
    7. 7. RESULTSCopyright Neolane – 2012 Neolane confidential 7
    8. 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
    9. 9. RESULTSCopyright Neolane – 2012 Neolane confidential 9
    10. 10. RESULTSCopyright Neolane – 2012 Neolane confidential 10
    11. 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 TypeCopyright Neolane – 2012 Neolane confidential 11
    12. 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 timeCopyright Neolane – 2012 Neolane confidential 12
    13. 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 servicesCopyright Neolane – 2012Copyright Neolane 2011 Neolane confidential 13
    14. 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-faqsCopyright Neolane – 2012 Neolane confidential 14

    ×