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.

1. Benoit Gourdon - EVP Europe, Co-founder
Mickael Bentz - Product marketing manager, social expert
Neolane Marketing Survey
Copyright Neolane – 2012
2012 Neolane confidential 1

2. SURVEY CONTEXT
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.
Copyright Neolane – 2012 Neolane confidential 2

3. RESULTS
Copyright Neolane – 2012 Neolane confidential 3

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).
Copyright Neolane – 2012 Neolane confidential 4

5. RESULTS
Copyright Neolane – 2012 Neolane confidential 5

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.
Copyright Neolane – 2012 Neolane confidential 6

7. RESULTS
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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.
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9. RESULTS
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10. RESULTS
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11. TARGET
Tourism 4%
Public Services 9%
Financial Banking… 12%
Retail Ecommerce 15%
Services 13%
Media Leisure 17%
Industry, B2B, Tele… 22%
MSP 7%
IT 16%
Sectors
Project Consultant 2%
Sales 9%
Digital… 12%
Communication 6%
Management 5%
CRM, Customer, Call Center 15%
Marketing, Product Manager 35%
Contact Type
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12. 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
Copyright Neolane – 2012 Neolane confidential 12

13. 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, SiriusDecisio
ns …
 USA, France, UK, Nordics
 Much more than just software:
• Customers in 12 countries hosting services, e-mail & SMS
• Users in 20 countries routing, and expert services
Copyright Neolane – 2012
Copyright Neolane 2011 Neolane confidential 13

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
Copyright Neolane – 2012 Neolane confidential 14