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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 Neolane.
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Neolane confidentialCopyright Neolane – 2012 1
Neolane Marketing Survey
2012
Benoit Gourdon - EVP Europe, Co-founderMickael Bentz - Product marketing manager, social expert
Neolane confidentialCopyright Neolane – 2012 2
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.
CONTEXT
Neolane confidentialCopyright Neolane – 2012 3
OBJECTIVES
METHOD
RESULTS
TARGET
CONCLUSION
Neolane confidentialCopyright Neolane – 2012 4
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
OBJECTIVES
Neolane confidentialCopyright Neolane – 2012 5
METHOD
April - June 2012
Survey sent by email: 2 waves
French & English
Incentive: exclusivity & iPad
Process
Neolane database of prospects & customers
France, UK, Benelux, Switzerland, Nordics (Denmark, Finland, Iceland, Norway and Sweden)
No rented database
Target
No panel
5 questions
Lead gen is not the major objective
Project led by the product marketing and the field marketing team
Specificities
Neolane confidentialCopyright Neolane – 2012 6
EMAILING
Neolane confidentialCopyright Neolane – 2012 7
QUESTIONS
Neolane confidentialCopyright Neolane – 2012 8
RESULTS
Neolane confidentialCopyright Neolane – 2012 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).
Neolane confidentialCopyright Neolane – 2012 10
RESULTS
Neolane confidentialCopyright Neolane – 2012 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.
Neolane confidentialCopyright Neolane – 2012 12
RESULTS
Neolane confidentialCopyright Neolane – 2012 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.
Neolane confidentialCopyright Neolane – 2012 14
RESULTS
Neolane confidentialCopyright Neolane – 2012 15
RESULTS
Neolane confidentialCopyright Neolane – 2012 16
TARGET
Result shoot (%)0
50
100
150
58
137
40 57
Distinct opensSum of opensDistinct clicksReacticity
Survey shoot (%)0
4
8
12
16
1216
2
8
Distinct opensSum of opensDistinct clicksReacticity
Target of the Survey shoot
34%
4%
62%
France Nordics UK
Neolane confidentialCopyright Neolane – 2012 17
TARGET
704 respondants
Contact Function Level
5%
53%
34%
7%Level 1 (CEO, CMO, VP, MD)
Level 2 (Manager, Di-rector)
Level 3 (Supervisor)
Level 4 (Analyst, Specialist, Coordina-tor)Level 5 (Consultant)
Contact Company Type
19%
4%
77%
Customers
Partners
Prospects
50%
9%
41% FranceNordicsUK
Response by Country
Neolane confidentialCopyright Neolane – 2012 18
TARGET
Sectors
Marketing, Product Manager
CRM, Customer, Call Center
Management
Communication
Digital (Web, Social, Email, Eco)
Sales
Project Consultant
IT
35%15%
5%6%
12%9%
2%16%
MSP
Media Leisure
Retail Ecommerce
Public Services
7%
22%
17%
13%
15%
12%
9%
4%
Contact Type
Neolane confidentialCopyright Neolane – 2012 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
Neolane confidentialCopyright Neolane – 2012 2020Copyright Neolane 2011
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• Customers in 12 countries• Users in 20 countries
Much more than just software: hosting services, e-mail & SMS routing, and expert services
Neolane confidentialCopyright Neolane – 2012 21
400 CUSTOMERS
RETAILE-COMMERCE TRANSPORT TOURISME TRANSPORT TOURISME SERVICES
FINANCIAL SERVICES INDUSTRY TELECOMS LEISUREMEDIA PRESS
Neolane confidentialCopyright Neolane – 2012 22
RAW DATA
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
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
Number % relative % Number %relative % Number relative %
63 17,03% 17,03% 58 16,91% 16,91% 121 16,97%
Number % relative % Number %relative % Number relative %
20 5,41% 5,41% 30 8,75% 8,75% 50 7,01%
85 21,62% 21,62% 82 23,91% 23,91% 167 23,42%
Number % relative % Number %relative % Number relative %
69 18,65% 18,65% 66 19,24% 19,24% 135 18,93%
76 20,54% 20,54% 50 14,58% 14,58% 126 17,67%
75 20,27% 20,27% 76 22,16% 22,16% 151 21,18%
Report issued by Neolane Survey the 29th may 2012
France answers Total EuropeUK and Nordics country answers
1. What KPI do you use to measure ROI from social media?
2. To date, how much have you invested in social media since you started considering it?
Neolane confidentialCopyright Neolane – 2012 23
RAW DATA
Number % relative % Number %relative % Number relative %
109 29,46% 12,95% 109 31,78% 15,53% 218 14,12%
48 12,97% 5,70% 77 22,45% 10,97% 125 8,10%
Number % relative % Number %relative % Number relative %
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
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
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
5. In your opinion, 2012 is the year of:
3. Regarding your answer to the previous question…Do you think you’ve achieved a monetary ROI?
4. Do you include personalised content on the tabs inside your Facebook page to provide a better experience?