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As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers globally through webinars, seminars, user groups, and tradeshows. Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather insights and extract trends. This first Neolane Marketing Survey focuses on social marketing ROI. More than 700 marketers participated in it.
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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 globally through webinars, seminars, user groups, and tradeshows.
Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather insights and extract trends.
This first Neolane Marketing Survey focuses on social marketing ROI.
More than 700 marketers participated in it.
SURVEY CONTEXT
Neolane confidentialCopyright Neolane – 2012 3
RESULTS
Neolane confidentialCopyright Neolane – 2012 4
RESULTS - SPECIFICS
In terms of non-business oriented KPIs, British and Nordics marketers consider website traffic more than
French marketers (26% of preference vs. 19% of preference).
Neolane confidentialCopyright Neolane – 2012 5
RESULTS
Neolane confidentialCopyright Neolane – 2012 6
RESULTS - SPECIFICS
27% of French marketers do not try to generate 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 7
RESULTS
Neolane confidentialCopyright Neolane – 2012 8
RESULTS - SPECIFICS
Of the 13% of brands spending more than 200,000 € on social marketing, 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 9
RESULTS
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RESULTS
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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
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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 13Copyright Neolane 2011
ABOUT NEOLANE
Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations
$44M revenue in 2011
47% year-over-year growth in 2011
350 customers
250 employees
11 years experience
Market recognition: Forrester, Gartner, SiriusDecisions …
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 14
NEXT STEPS
Interested in learning more about social marketing opportunities and how to best get
started?
Download our free eBook: Social Marketing FAQs
http://www.slideshare.net/Neolane/neolane-social-marketing-faqs
