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Market Insights
Social Media Analytics & Consulting
Top social marketing investment areas: presence, frequency & processes
Presence Frequency Processes0%
10%20%30%40%50%60%70%80% 70%
59%50%
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
Top social marketing challenges: Resources & ROI
Lack of sufficient resources
Measuring ROI
Managing and growing social presence
0% 20% 40% 60% 80% 100%77%
58%
42%
Marketers are still grappling with how to get sufficient resources and then best measure the return on their social marketing investment.
This may indicate a disconnect and stalemate between the different levels of an organization.
%age of respondents
Social media monitoring practices
%age of respondents
At least a few times a week
Conversations with the same frequency
Plan to do so in 2012
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%78%
62%
70%
Becoming a Necessity
Use of social media management platforms
%age of respondents
Already using
Planning to use in 2012
0% 5% 10% 15% 20% 25% 30%19%
25%
Gaining momentum with leaders
Social media ROI
Measuring in 2011
Plan to measure in 2012
Number of new fans and followers
Drive traffic
Social mentions of brand
share of social conversations
0% 50% 100%50%
30%
76%
66%
53%
40%
%age of respondents
This strategy is likely more prevalent in B2B and certain industries, but more on that in our next cut of the data
Engagement came in third
A little over one third made further links to ROI
Top of mind but difficult to measure
Today’s customers can shop around the globe
CUSTOMER!
They find out more than ever before
about the organizations they’re
dealing with and share their views
with hundreds of thousands, if not
millions, of fellow customers
Their expectations - be they
consumers, citizens or business
customers - are soaring
They can make or break brands
overnight
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)
What's next?
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.
Complexity multiplies
79%
Expect high/very high level of complexity over five years
48%
Feel prepared for expected complexity
31% Complexity gap
What’s hurting most?
Feeling the pain Most CMOs are underprepared to manage the impact of key changes in the marketing arena.
Percent of CMOs reporting under preparedness
The biggest headaches
Data ex
plosion
Socia
l med
ia
Growth
of chan
nel an
d device
choice
s
Shift
ing consu
mer dem
ographics
Finan
cial c
onstrain
ts
Decrea
sing b
rand lo
yalty
Growth
mark
et opportu
nities
ROI acc
ountablit
y
Customer
colla
boration an
d influen
ce
Privac
y consid
eration
Global outso
urcing
Regulat
ory co
nsidera
tions
Corporat
e tran
spare
ncy
71% 68% 65% 63% 59% 57% 56% 56% 56% 55% 54% 50% 47%
The pressure is universal
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
65%
66%
56%
57%
77%
70%
73%
78%
Level of under preparedness to manage market factors
Underperforming organisations Outperforming organisations
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.
Missing the personal touch
Market 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 markets
than individuals”
Key sources to understand individuals
Taking charge of the terabytes
Social 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 new technologies to grapple with big data.
Plans to increase the use of technology
See!What is on top?
TheSocialPeople
• Social Media Strategy• Social Media Analytics• Social Media Project Management• Social Media Marketing• Social Media Business• Social Media Education
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