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TheSocialPeople - Social Media & CMO Market report
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TheSocialPeople - Social Media & CMO Market report


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A CMO Market research that gives an insight on the current challenges faced by businesses to get their business social and proposed solutions to bridge the gap.

A CMO Market research that gives an insight on the current challenges faced by businesses to get their business social and proposed solutions to bridge the gap.

Published in: Business, News & Politics
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  • 1. Market InsightsSocial Media Analytics & Consulting
  • 2. TheSocialPeople TeaserClick here if you are unable to see the video
  • 3. TheSocialPeople TeaserClick here if you are unable to see the video
  • 4. Top social marketing investment areas:presence, frequency & processes70%59%50%0%20%40%60%80%Presence Frequency ProcessesMarketers are looking to invest heavily in social media marketing in 2012. Thetop quoted areas of social marketing focus include:Increase is reported by %age of survey respondents
  • 5. Top social marketing challenges:Resources & ROI77%58%42%0% 20% 40% 60% 80% 100%Lack of sufficient resourcesMeasuring ROIManaging and growing social…Marketers are still grappling with how to get sufficient resources and thenbest measure the return on their social marketing investment.This may indicate adisconnect and stalematebetween the differentlevels of an organization.%age of respondents
  • 6. Social media monitoring practices%age of respondents78%62%70%0% 10% 20% 30% 40% 50% 60% 70% 80% 90%At least a few times a weekConversations with the same frequencyPlan to do so in 2012Becoming aNecessity
  • 7. Use of social media managementplatforms%age of respondents19%25%0% 5% 10% 15% 20% 25% 30%Already usingPlanning to use in 2012Gainingmomentumwith leaders
  • 8. Social media ROI50%30%76%66%53%40%0% 20% 40% 60% 80%Measuring in 2011Plan to measure in2012Number of new fansand followersDrive trafficSocial mentions ofbrandshare of socialconversations%age of respondentsThis strategy is likely more prevalentin B2B and certain industries, butmore on that in our next cut of thedataEngagement came in thirdA littleoveronethirdmadefurtherlinks toROITop of mind butdifficult to measure
  • 9. Today’s customers can shop aroundthe globeThey find out more than ever beforeabout the organizations they’redealing with and share their viewswith hundreds of thousands, if notmillions, of fellow customersTheir expectations - be theyconsumers, citizens or businesscustomers - are soaringThey can make or break brandsovernight
  • 10. Key findingsProactive CMOs are trying toUnderstand individuals as well as marketsCMOs in the most successful enterprises areFocusing on relationships, not justtransactionsThe outperformers are committed toDeveloping a clear ‘corporate character’Most CMOs areStruggling in one vital respect - return oninvestment (ROI)
  • 11. Whats next?Deliver value toempoweredcustomersFoster lastingconnectionsCapturevalue, measureresults
  • 12. Swimming, treading water ordrowning?The digital revolution istransforming the marketplace.Empowered customers can see-andsay-more about the organizationsthat serve them than ever before.But this revolution has also leftCMOs struggling to respond.
  • 13. Complexity multiplies79%Expect high/veryhigh level ofcomplexity overfive years48%Feel preparedfor expectedcomplexity31% Complexity gap
  • 14. What’s hurting most?Feeling the pain Most CMOs are underprepared to manage the impact of key changesin the marketing arena.Percent of CMOs reporting under preparednessThe biggest headaches71% 68% 65% 63%59% 57% 56% 56% 56% 55% 54%50% 47%Data explosion Social media Growth ofchannel anddevice choicesShiftingconsumerdemographicsFinancialconstraintsDecreasingbrand loyaltyGrowth marketopportunitiesROIaccountablityCustomercollaborationand influencePrivacyconsiderationGlobaloutsourcingRegulatoryconsiderationsCorporatetransparency
  • 15. The pressure is universal65%66%56%57%77%70%73%78%Data explosionSocial mediaGrowth of channel and device choicesShifting consumer demographicsLevel of under preparedness to manage market factorsUnderperforming organisations Outperforming organisations
  • 16. Deliver value to empoweredcustomersThe most effective CMOs focus ongetting to know individuals, not justmarkets. They mine new digitalinformation sources. And they usecustomer analytics to turn data intoinsights on which theirorganizations can act.
  • 17. Missing the personal touchMarket research 82%Corporate strategy 81%Competitive benchmarking 80%Customer analytics 74%Marketing team analysis 69%Customer service feedback 68%Financial metrics 68%Campaign analysis 68%Brand performance analysis 65%Sales/sell-through numbers 61%Test panels/focus groups 54%R&D insights 52%Consumer-generated reviews 48%Third-party reviews and rankings 42%Retail and shopper analysis 41%Online communications 40%Professional journals 37%Blogs 26%Supply-chain performance 25%Sources used to influence strategy decisions“Most CMOs paymore attention to marketsthan individuals”Key sources to understandindividuals
  • 18. Taking charge of the terabytesSocial media 82%Customer analytics 81%CRM 81%Mobile applications 80%Content management 73%Tablet applications 72%Single view of customer 70%Collaboration tools 68%Predictive analytics 66%Reputation management 63%Search engine optimisation 62%Campaign management 61%Score cards/dashboards 56%Email marketing 46%Most CMOs plan to deploy newtechnologies to grapple with bigdata.Plans to increase the use of technologySee!What is ontop?
  • 19. TheSocialPeople• Social Media Strategy• Social Media Analytics• Social Media Project Management• Social Media Marketing• Social Media Business• Social Media Education
  • 20. Say Hello!TheSocialPeople Inc.,solutions@thesocialpeople.netwww.thesocialpeople.net