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Neolane Marketing Survey

2012

Benoit Gourdon - EVP Europe, Co-founderMickael Bentz - Product marketing manager, social expert

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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

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OBJECTIVES

METHOD

RESULTS

TARGET

CONCLUSION

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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

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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

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EMAILING

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QUESTIONS

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RESULTS

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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).

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RESULTS

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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.

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RESULTS

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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.

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RESULTS

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RESULTS

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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

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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

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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 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

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400 CUSTOMERS

RETAILE-COMMERCE TRANSPORT TOURISME TRANSPORT TOURISME SERVICES

FINANCIAL SERVICES INDUSTRY TELECOMS LEISUREMEDIA PRESS

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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?

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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?