A CMO Market research that gives an insight on the current challenges faced by businesses to get their business social and proposed solutions to bridge the gap. www.thesocialpeople.net

1. Market Insights
Social Media Analytics & Consulting

2. TheSocialPeople Teaser
Click here if you are unable to see the video

3. TheSocialPeople Teaser
Click here if you are unable to see the video

4. Top social marketing investment areas:
presence, frequency & processes
70%
59%
50%
0%
20%
40%
60%
80%
Presence Frequency Processes
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

5. Top social marketing challenges:
Resources & ROI
77%
58%
42%
0% 20% 40% 60% 80% 100%
Lack of sufficient resources
Measuring ROI
Managing and growing social…
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

6. Social media monitoring practices
%age of respondents
78%
62%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
At least a few times a week
Conversations with the same frequency
Plan to do so in 2012
Becoming a
Necessity

7. Use of social media management
platforms
%age of respondents
19%
25%
0% 5% 10% 15% 20% 25% 30%
Already using
Planning to use in 2012
Gaining
momentum
with leaders

8. Social media ROI
50%
30%
76%
66%
53%
40%
0% 20% 40% 60% 80%
Measuring in 2011
Plan to measure in
2012
Number of new fans
and followers
Drive traffic
Social mentions of
brand
share of social
conversations
%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

9. Today’s customers can shop around
the globe
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

10. 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)

11. What's next?
Deliver value to
empowered
customers
Foster lasting
connections
Capture
value, measure
results

12. 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.

13. Complexity multiplies
79%
Expect high/very
high level of
complexity over
five years
48%
Feel prepared
for expected
complexity
31% Complexity gap

14. 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
71% 68% 65% 63%
59% 57% 56% 56% 56% 55% 54%
50% 47%
Data explosion Social media Growth of
channel and
device choices
Shifting
consumer
demographics
Financial
constraints
Decreasing
brand loyalty
Growth market
opportunities
ROI
accountablity
Customer
collaboration
and influence
Privacy
consideration
Global
outsourcing
Regulatory
considerations
Corporate
transparency

15. The pressure is universal
65%
66%
56%
57%
77%
70%
73%
78%
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Level of under preparedness to manage market factors
Underperforming organisations Outperforming organisations

16. 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.

17. 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 pay
more attention to markets
than individuals”
Key sources to understand
individuals

18. 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?

19. TheSocialPeople
• Social Media Strategy
• Social Media Analytics
• Social Media Project Management
• Social Media Marketing
• Social Media Business
• Social Media Education

20. Say Hello!
TheSocialPeople Inc.,
solutions@thesocialpeople.net
www.thesocialpeople.net
http://thesocialpeople.blogspot.com