The document summarizes the results of a survey conducted by Neolane of over 700 marketers on social media ROI. Key findings include:
1) Marketers' top KPIs for social media include brand awareness, website traffic, and acquisition of new customers.
2) Over 65% of marketers have invested less than $50,000 in social media.
3) Only about 17% of marketers believe they have achieved a monetary ROI from social media.
4) Most marketers do not personalize content on their Facebook pages and provide the same content to all.
5) Marketers believe 2012 will focus on integrating social and customer data as well as providing valuable content
Intervention de Hugues POE - BMMA - Solvay. Ce programme a été créé conjointement avec la BMMA et la VUB. Un partenariat, c’est le meilleur de chaque entité. L’EMMA, c’est le carnet d’adresse et la connaissance de terrain de la BMMA, Belgian Management & Marketing Association, et l’excellence académique de la Solvay Brussels School of Economics & Management (SBS-EM/ULB) et de la Vrije Universiteit Brussels (VUB).
The web was first conceived 25 years ago, by an Englishman. Fifteen years later, as the first crop of dot.coms were going bust, close to 60% of its users (and all Alexa "top 20" sites) came from developed nations. Fast forward to today, and the picture is strikingly different. Almost half the Alexa "top 20" now comes from emerging economies. Economies where close to 3 billion people have yet to use the web, but thanks to mobile--won't have to wait much longer to discover it. This presentation will introduce you to fascinating and innovative services that are re-shaping the web to serve the consumers of tomorrow. Driven by mobile, the power of personal relationships, and the breakneck pace of globalisation, these services provide a glimpse into the business models, opportunities and challenges we will face, when growing a truly global web.
Midway through a project, a client of ours recently said "One thing I'm learning is that it's ok to give up on the desktop experience once it stops making sense". This wasn't an isolated incident. In fact, i'm beginning to think desktop web sites stopped making sense quite a while ago. We've just had nothing viable to replace them with. Mobile apps have given us a glimpse, but I think they're merely a glimpse into something bigger.
Mobile isn't merely a new stage in the evolution of the web, it's not even merely a new context, it's the very early stages of an entirely new system. A system that has already started to shape our environment, affect the way we live, how we choose to connect with others, and how we're able to spend our time. A system that is also slowly unravelling our assumptions and causing us to question the very reason we build web sites, why people visit them, and where the true value of the web actually lies.
Presented by Stephanie Rieger at Breaking Development in Orlando, Florida on April 17, 2012.
Working with sales for effective lead nurturing - NeolaneB2B Marketing
Marketing and sales have always had a combative relationship in B2B marketing, often regarding each other with cynicism or downright hostility, rather than working together seamlessly for the greater good of the organisation.
However, for lead nurturing to work effectively, sales and marketing need to reforge their relationship, based on a new set of rules, guidelines and parameters, focused on achieving common and mutually agreed objectives.
This session focuses on providing practical steps towards a harmonious sales and marketing relationship, and ultimately a more profitable organisation. Topics to be covered will include:
Understanding common areas of conflict and defusing tensions.
Establishing common objectives – defining goals.
Defining leads at various stages.
Creating a lead handover criteria.
Feedback and refining this criteria.
Reporting and measurement.
Personalised Digital Interaction: What really works according to European mar...Mickael Bentz
As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.
Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.
Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.
More than 600 marketers participated in the survey.
Intervention de Hugues POE - BMMA - Solvay. Ce programme a été créé conjointement avec la BMMA et la VUB. Un partenariat, c’est le meilleur de chaque entité. L’EMMA, c’est le carnet d’adresse et la connaissance de terrain de la BMMA, Belgian Management & Marketing Association, et l’excellence académique de la Solvay Brussels School of Economics & Management (SBS-EM/ULB) et de la Vrije Universiteit Brussels (VUB).
The web was first conceived 25 years ago, by an Englishman. Fifteen years later, as the first crop of dot.coms were going bust, close to 60% of its users (and all Alexa "top 20" sites) came from developed nations. Fast forward to today, and the picture is strikingly different. Almost half the Alexa "top 20" now comes from emerging economies. Economies where close to 3 billion people have yet to use the web, but thanks to mobile--won't have to wait much longer to discover it. This presentation will introduce you to fascinating and innovative services that are re-shaping the web to serve the consumers of tomorrow. Driven by mobile, the power of personal relationships, and the breakneck pace of globalisation, these services provide a glimpse into the business models, opportunities and challenges we will face, when growing a truly global web.
Midway through a project, a client of ours recently said "One thing I'm learning is that it's ok to give up on the desktop experience once it stops making sense". This wasn't an isolated incident. In fact, i'm beginning to think desktop web sites stopped making sense quite a while ago. We've just had nothing viable to replace them with. Mobile apps have given us a glimpse, but I think they're merely a glimpse into something bigger.
Mobile isn't merely a new stage in the evolution of the web, it's not even merely a new context, it's the very early stages of an entirely new system. A system that has already started to shape our environment, affect the way we live, how we choose to connect with others, and how we're able to spend our time. A system that is also slowly unravelling our assumptions and causing us to question the very reason we build web sites, why people visit them, and where the true value of the web actually lies.
Presented by Stephanie Rieger at Breaking Development in Orlando, Florida on April 17, 2012.
Working with sales for effective lead nurturing - NeolaneB2B Marketing
Marketing and sales have always had a combative relationship in B2B marketing, often regarding each other with cynicism or downright hostility, rather than working together seamlessly for the greater good of the organisation.
However, for lead nurturing to work effectively, sales and marketing need to reforge their relationship, based on a new set of rules, guidelines and parameters, focused on achieving common and mutually agreed objectives.
This session focuses on providing practical steps towards a harmonious sales and marketing relationship, and ultimately a more profitable organisation. Topics to be covered will include:
Understanding common areas of conflict and defusing tensions.
Establishing common objectives – defining goals.
Defining leads at various stages.
Creating a lead handover criteria.
Feedback and refining this criteria.
Reporting and measurement.
Personalised Digital Interaction: What really works according to European mar...Mickael Bentz
As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.
Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.
Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.
More than 600 marketers participated in the survey.
Black Duck Software and North Bridge Venture Partners announce the results of the sixth annual Future of Open Source Survey. Conducted in partnership with The 451 Group, the 2012 survey reveals that open source software (OSS) is leading innovation in major technology segments including mobile, cloud and big data, as well as creating innovative business models such as Open SaaS. The quality of open source, and the ability to continuously improve, is now one of the top reasons for its adoption.
BIGData - nye indsigter
BIGData giver mulighed for at få indsigt i og udnytte potentioalet i store, ustrukturerede datamængder.
Inspiration til, hvordan man kan skabe værdi for sin virksomhed.
Flemming Bagger, Nordic Segment Leader, Big Data, IBM
Søren Ravn, Consulting IT Specialist, IBM
Personalised Digital Interactions: What Reallt Works According to European Ma...Neolane, Inc.
For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.
2012 Future of Open Source - 6th Annual Survey resultsMichael Skok
The annual Future of Open Source Survey provides a report on the state of the open source industry and analysis of future trends. Now in its seventh year, this annual survey was supported by nearly 30 collaborators open source software industry leaders and collaborating organizations, and compiles results from hundreds of respondents from the open source community.
Pardot Elevate 2012 - Marketing Strategies and Tactics of Top PerformersPardot
B2B marketers typically use last year’s plan as a starting point for next year’s marketing planning process, making changes only to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual and marketing performance becomes incrementally more or less effective year over year. Marketers at top-performing companies take a different approach. They experiment, pilot, and test. They are the vanguard with go-to- market strategies that set them apart from their peers at companies with average performance. In this presentation, Ms. Wizdo will unveil new research data from Forrester’s Q3 2012 B2B Marketing Tactics and Benchmarks Survey to provide planning guidance that will energize your marketing strategy in 2013. While there is no “paint by numbers” formula for the perfect marketing mix, B2B marketers can leverage the proven practice of top-performing marketing organizations to inform their own marketing mix decisions.
Sage CRM - Accelerating your 2012 Marketing ROI through Cloud CRMSageukofficial
Discover how CRM has helped companies like yours to re-imagine how they market their products and services, and dramatically improve campaign return-on-investment as a result
CRM 101: Session 2: The Symbiotic Relationship Between CRM and Marketing Auto...SugarCRM
In this session, CRM Search Editor in Chief Chuck Schaeffer will identify and share methods CRM practitioners are using to extend their CRM systems to acquire new leads (grow top of funnel), more quickly advance leads through the sales cycle (improve velocity) and close more business (i.e. sales win rates). The results will be empirically backed with results of a new study conducted by CRM Search, and Chuck will explain how top performers achieved their successes so others can replicate them.
In this presentation at the Social Media World Forum, Circle Research's Andrew Dalglish explores how B2B marketers are using social media to promote their businesses. Find out how many of your peers deploy social media, what channels they use and the challenges faced. The presentation also provides a benchmark of success on Twitter - how many followers and what Klout score is 'good' for a B2B organisation.
Visibility of what works in B2B is harder than in consumer marketing as so
much activity is select in its targeting and often commercially confidential.
In 2011 Omobono set out to share the best practice of B2B marketers so
that they could learn from their peers. Partnering with The Marketing
Society and ably supported by Circle Research, Omobono has researched
what B2B marketers really do in digital and what they think works.
In 2012 we also looked through the other end of the telescope to see how buyers are consuming
the information that marketers lay in their path, and what effect it has.
The results, gathered over 2 years, are based on the collective views of 170 senior marketers, spending
in the region of £100m between them, and 224 buyers with buying power of over £150 million. With
the survey being completed by senior decision makers at some of the world’s biggest companies, this is
a definitive guide against which B2B marketers can benchmark their own activities.
Leading them on – secrets of successful lead nurturing programmes - The Marke...B2B Marketing
Behind the scenes of the programmes that won B2B Marketing’s Best Lead Nurturing Campaign awards in 2010 and 2011.
The new art (or is it a science?) of lead nurturing is a cornerstone of alignment between sales and marketing and promises benefits including higher numbers of better qualified sales leads and significant efficiency savings compared with one-off lead generation campaigns. Paul will talk through the success factors behind measurable sales results seen by organisations including Oracle (Best Lead Nurturing Campaign 2010), O2 (Best Lead Nurturing Campaign 2011) and Canon.
He will begin by discussing what’s involved in setting up a lead nurturing programme from scratch, e.g. What’s the business case? How does it fit with other marketing activities? How do you ensure marketing is fully aligned with sales? What do you really need in terms of a team, processes and systems?
Paul will then look at it from the customer’s point of view. What does it feel like to be included in a nurture campaign? Which channels work best (and which ones do most marketers forget about)?
He will conclude with some notes about ongoing governance and some common pitfalls to avoid in the execution of a lead nurturing programme.
Benefits to gain from this session
Factors to include in a business case or ongoing measurement of a lead nurturing programme
Real-life examples of what’s involved in getting programmes set up and running (including sales alignment, systems, processes and teams)
Examples of the channels/content/techniques that work best in lead nurturing – including tips that could instantly improve response rates of any prospect campaigns
Traps to avoid!
What is Your Competition Doing? Are You an Industry Customer Experience Leader? Join Beyond Philosophy to See the Results of the 2011 Global Customer Experience Management Survey
• Current insights on customer experience from experts and CxOs from across the globe
• Analysis of 8,000 customer experience leaders
Program
Join Steven Walden, Beyond Philosophy's Senior Head of Research, and Colin Shaw, Founder and CEO, as they reveal the results of the 2011 Global Customer Experience Management Survey. The research will pull back the curtain on where the industry stands today, answering questions such as:
• Which industries and regions spend the most on customer experience?
• What are the drivers and challenges the customer experience industry faces as it further develops?
• What companies have seen the biggest customer experience growth, by industry?
• Where is customer experience management most needed? What industry? What country? What companies?
In addition, they discuss topics such as:
• What industries will see the greatest growth in customer experience over the next several years?
• What will be the next great customer experience advancement?
• What is the valuable element of a company's customer experience program? How does it differ by industry or region?
• How will social media affect the way companies approach customer experience?
Learning Objectives
• Learn about the Beyond Philosophy 7-stage Customer Experience Maturity model.
• Discover which industries and countries are concentrating on enhancing the customer experience.
• Learn how to overcome common problems that get in the way of successful customer experiences.
• Explore the pace of growth and the state of customer experience development, broken down by geographic regions.
More Related Content
Similar to ROI of marketing on social media in Europe (France, United Kingdom, Nordics)
Black Duck Software and North Bridge Venture Partners announce the results of the sixth annual Future of Open Source Survey. Conducted in partnership with The 451 Group, the 2012 survey reveals that open source software (OSS) is leading innovation in major technology segments including mobile, cloud and big data, as well as creating innovative business models such as Open SaaS. The quality of open source, and the ability to continuously improve, is now one of the top reasons for its adoption.
BIGData - nye indsigter
BIGData giver mulighed for at få indsigt i og udnytte potentioalet i store, ustrukturerede datamængder.
Inspiration til, hvordan man kan skabe værdi for sin virksomhed.
Flemming Bagger, Nordic Segment Leader, Big Data, IBM
Søren Ravn, Consulting IT Specialist, IBM
Personalised Digital Interactions: What Reallt Works According to European Ma...Neolane, Inc.
For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.
2012 Future of Open Source - 6th Annual Survey resultsMichael Skok
The annual Future of Open Source Survey provides a report on the state of the open source industry and analysis of future trends. Now in its seventh year, this annual survey was supported by nearly 30 collaborators open source software industry leaders and collaborating organizations, and compiles results from hundreds of respondents from the open source community.
Pardot Elevate 2012 - Marketing Strategies and Tactics of Top PerformersPardot
B2B marketers typically use last year’s plan as a starting point for next year’s marketing planning process, making changes only to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual and marketing performance becomes incrementally more or less effective year over year. Marketers at top-performing companies take a different approach. They experiment, pilot, and test. They are the vanguard with go-to- market strategies that set them apart from their peers at companies with average performance. In this presentation, Ms. Wizdo will unveil new research data from Forrester’s Q3 2012 B2B Marketing Tactics and Benchmarks Survey to provide planning guidance that will energize your marketing strategy in 2013. While there is no “paint by numbers” formula for the perfect marketing mix, B2B marketers can leverage the proven practice of top-performing marketing organizations to inform their own marketing mix decisions.
Sage CRM - Accelerating your 2012 Marketing ROI through Cloud CRMSageukofficial
Discover how CRM has helped companies like yours to re-imagine how they market their products and services, and dramatically improve campaign return-on-investment as a result
CRM 101: Session 2: The Symbiotic Relationship Between CRM and Marketing Auto...SugarCRM
In this session, CRM Search Editor in Chief Chuck Schaeffer will identify and share methods CRM practitioners are using to extend their CRM systems to acquire new leads (grow top of funnel), more quickly advance leads through the sales cycle (improve velocity) and close more business (i.e. sales win rates). The results will be empirically backed with results of a new study conducted by CRM Search, and Chuck will explain how top performers achieved their successes so others can replicate them.
In this presentation at the Social Media World Forum, Circle Research's Andrew Dalglish explores how B2B marketers are using social media to promote their businesses. Find out how many of your peers deploy social media, what channels they use and the challenges faced. The presentation also provides a benchmark of success on Twitter - how many followers and what Klout score is 'good' for a B2B organisation.
Visibility of what works in B2B is harder than in consumer marketing as so
much activity is select in its targeting and often commercially confidential.
In 2011 Omobono set out to share the best practice of B2B marketers so
that they could learn from their peers. Partnering with The Marketing
Society and ably supported by Circle Research, Omobono has researched
what B2B marketers really do in digital and what they think works.
In 2012 we also looked through the other end of the telescope to see how buyers are consuming
the information that marketers lay in their path, and what effect it has.
The results, gathered over 2 years, are based on the collective views of 170 senior marketers, spending
in the region of £100m between them, and 224 buyers with buying power of over £150 million. With
the survey being completed by senior decision makers at some of the world’s biggest companies, this is
a definitive guide against which B2B marketers can benchmark their own activities.
Leading them on – secrets of successful lead nurturing programmes - The Marke...B2B Marketing
Behind the scenes of the programmes that won B2B Marketing’s Best Lead Nurturing Campaign awards in 2010 and 2011.
The new art (or is it a science?) of lead nurturing is a cornerstone of alignment between sales and marketing and promises benefits including higher numbers of better qualified sales leads and significant efficiency savings compared with one-off lead generation campaigns. Paul will talk through the success factors behind measurable sales results seen by organisations including Oracle (Best Lead Nurturing Campaign 2010), O2 (Best Lead Nurturing Campaign 2011) and Canon.
He will begin by discussing what’s involved in setting up a lead nurturing programme from scratch, e.g. What’s the business case? How does it fit with other marketing activities? How do you ensure marketing is fully aligned with sales? What do you really need in terms of a team, processes and systems?
Paul will then look at it from the customer’s point of view. What does it feel like to be included in a nurture campaign? Which channels work best (and which ones do most marketers forget about)?
He will conclude with some notes about ongoing governance and some common pitfalls to avoid in the execution of a lead nurturing programme.
Benefits to gain from this session
Factors to include in a business case or ongoing measurement of a lead nurturing programme
Real-life examples of what’s involved in getting programmes set up and running (including sales alignment, systems, processes and teams)
Examples of the channels/content/techniques that work best in lead nurturing – including tips that could instantly improve response rates of any prospect campaigns
Traps to avoid!
What is Your Competition Doing? Are You an Industry Customer Experience Leader? Join Beyond Philosophy to See the Results of the 2011 Global Customer Experience Management Survey
• Current insights on customer experience from experts and CxOs from across the globe
• Analysis of 8,000 customer experience leaders
Program
Join Steven Walden, Beyond Philosophy's Senior Head of Research, and Colin Shaw, Founder and CEO, as they reveal the results of the 2011 Global Customer Experience Management Survey. The research will pull back the curtain on where the industry stands today, answering questions such as:
• Which industries and regions spend the most on customer experience?
• What are the drivers and challenges the customer experience industry faces as it further develops?
• What companies have seen the biggest customer experience growth, by industry?
• Where is customer experience management most needed? What industry? What country? What companies?
In addition, they discuss topics such as:
• What industries will see the greatest growth in customer experience over the next several years?
• What will be the next great customer experience advancement?
• What is the valuable element of a company's customer experience program? How does it differ by industry or region?
• How will social media affect the way companies approach customer experience?
Learning Objectives
• Learn about the Beyond Philosophy 7-stage Customer Experience Maturity model.
• Discover which industries and countries are concentrating on enhancing the customer experience.
• Learn how to overcome common problems that get in the way of successful customer experiences.
• Explore the pace of growth and the state of customer experience development, broken down by geographic regions.
Similar to ROI of marketing on social media in Europe (France, United Kingdom, Nordics) (20)
2. 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
4. 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 MONETIZATION
Copyright Neolane – 2012 Neolane confidential 4
5. 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 database
Copyright Neolane – 2012 Neolane confidential 5
9. 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
11. RESULTS - SPECIFICITIES
27% of French marketers do not try
to get a 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 11
13. 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
16. 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
17. 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 Type
Copyright Neolane – 2012 Neolane confidential 17
18. 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 18
19. 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 19
20. 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 services
Copyright Neolane – 2012
Copyright Neolane 2011 Neolane confidential 20
20
21. 400 CUSTOMERS
E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES
FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURE
Copyright Neolane – 2012 Neolane confidential 21
22. 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 don't know how it's possible 65 17,57% 17,57% 146 42,57% 42,57% 211 29,59%
Yes, social media is a great source of
Copyright Neolane – 2012
business 63 17,03% 17,03% 58 16,91% 16,91% Neolane confidential
121 16,97% 22
23. $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 don't know how it's 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 2012
Copyright Neolane – 2012 Neolane confidential 23
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
Survey Shoot: run 1 + 2 cumulated
Main target : managers and supervisors.
Main target: pure prospects : marketers, CRM and digital specialists