1. Market Insights
Social Media Analytics & Consulting

2. TheSocialPeople Teaser
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3. TheSocialPeople Teaser
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4. Top social marketing investment areas:
presence, frequency & processes
Marketers are looking to invest heavily in social media marketing in 2012. The
top quoted areas of social marketing focus include:
Increase is reported by %age of survey respondents
80% 70%
59%
60% 50%
40%
20%
0%
Presence Frequency Processes

5. Top social marketing challenges:
Resources & ROI
Marketers are still grappling with how to get sufficient resources and then
best measure the return on their social marketing investment.
%age of respondents
This may indicate a
disconnect and stalemate
between the different
Managing and growing social… levels of an organization.
42%
Measuring ROI
58%
Lack of sufficient resources
77%
0% 20% 40% 60% 80% 100%

6. Social media monitoring practices
%age of respondents
Becoming a
Necessity
Plan to do so in 2012
70%
Conversations with the same frequency
62%
At least a few times a week
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

7. Use of social media management
platforms
%age of respondents
Gaining
momentum
with leaders
Planning to use in 2012
25%
Already using
19%
0% 5% 10% 15% 20% 25% 30%

8. Social media ROI Top of mind but
difficult to measure
%age of respondents
share of social
conversations 40% A little
Social mentions of over
brand 53% Engagement came in third one
third
Drive traffic made
66% This strategy is likely more prevalent
Number of new fans further
in B2B and certain industries, but
and followers 76% more on that in our next cut of the links to
Plan to measure in data ROI
2012 30%
Measuring in 2011
50%
0% 20% 40% 60% 80%

9. Today’s customers can shop around
the globe
Their expectations - be they
They find out more than ever before
consumers, citizens or business
about the organizations they’re
customers - are soaring
dealing with and share their views
with hundreds of thousands, if not
They can make or break brands
millions, of fellow customers
overnight

10. Key findings
Proactive CMOs are trying to
Understand individuals as well as markets
CMOs in the most successful enterprises are
Focusing on relationships, not just
transactions
The outperformers are committed to
Developing a clear ‘corporate character’
Most CMOs are
Struggling in one vital respect - return on
investment (ROI)

11. What's next?
Deliver value to Capture
Foster lasting
empowered value, measure
connections
customers results

12. Swimming, treading water or
drowning?
The digital revolution is
transforming the marketplace.
Empowered customers can see-and
say-more about the organizations
that serve them than ever before.
But this revolution has also left
CMOs struggling to respond.

13. Complexity multiplies
Expect high/very
high level of
79% complexity over
five years
Feel prepared
for expected 48%
complexity
31% Complexity gap

14. What’s hurting most?
Feeling the pain Most CMOs are underprepared to manage the impact of key changes
in the marketing arena.
71% 68%
Percent of CMOs reporting under preparedness
65% 63%
59% 57% 56% 56% 56% 55% 54%
50% 47%
Data explosion Social media Growth of Shifting Financial Decreasing Growth market ROI Customer Privacy Global Regulatory Corporate
channel and consumer constraints brand loyalty opportunities accountablity collaboration consideration outsourcing considerations transparency
device choices demographics and influence
The biggest headaches

15. The pressure is universal
Level of under preparedness to manage market factors
Underperforming organisations Outperforming organisations
Shifting consumer demographics 78%
57%
Growth of channel and device choices 73%
56%
Social media 70%
66%
Data explosion 77%
65%

16. Deliver value to empowered
customers
The most effective CMOs focus on
getting to know individuals, not just
markets. They mine new digital
information sources. And they use
customer analytics to turn data into
insights on which their
organizations can act.

17. Missing the personal touch
Sources used to influence strategy decisions
Market research 82%
“Most CMOs pay Corporate strategy 81%
Competitive benchmarking 80%
more attention to markets Customer analytics 74%
than individuals” Marketing team analysis 69%
Customer service feedback 68%
Financial metrics 68%
Campaign analysis 68%
Brand performance analysis 65%
Sales/sell-through numbers 61%
Key sources to understand Test panels/focus groups 54%
individuals 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%

18. Taking charge of the terabytes
Plans to increase the use of technology
Most CMOs plan to deploy new Social media 82%
technologies to grapple with big Customer analytics 81%
data. 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%

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.net
www.thesocialpeople.net
http://thesocialpeople.blogspot.com