The document summarizes the results of a survey conducted by Neolane of over 700 marketers on social media ROI. Key findings include: 1) Marketers' top KPIs for social media include brand awareness, website traffic, and acquisition of new customers. 2) Over 65% of marketers have invested less than $50,000 in social media. 3) Only about 17% of marketers believe they have achieved a monetary ROI from social media. 4) Most marketers do not personalize content on their Facebook pages and provide the same content to all. 5) Marketers believe 2012 will focus on integrating social and customer data as well as providing valuable content

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. CONTEXT
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.
Copyright Neolane – 2012 Neolane confidential 2

3. OBJECTIVES
METHOD
RESULTS
TARGET
CONCLUSION
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4. OBJECTIVES
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
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5. METHOD
Specificities Target Process
No panel Neolane database April - June 2012
of prospects &
5 questions customers Survey sent by
email: 2 waves
Lead gen is not the France, UK, Benelux,
major objective Switzerland, Nordics French & English
(Denmark, Finland,
Project led by the Iceland, Norway and Incentive: exclusivity
product marketing and Sweden) & iPad
the field marketing
team No rented database
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6. EMAILING
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7. QUESTIONS
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8. RESULTS
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9. 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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10. RESULTS
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11. 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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12. RESULTS
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13. 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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14. RESULTS
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15. RESULTS
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16. TARGET
20
15
Distinct opens
10 Sum of opens France Nordics UK
16
12 Distinct clicks
5 8 Reacticity
2
0
34%
Survey shoot (%)
150 62%
100 Distinct opens 4%
137 Sum of opens
50 Target of the
58 57 Distinct clicks
40 Survey shoot
0 Reacticity
Result shoot (%)
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17. TARGET
704 respondants
41% France
50% Nordics
UK
7% 5% Level 1 9%
(CEO, CMO, VP, MD)
Level 2 Response by Country
(Manager, Director)
34% Level 3 (Supervisor) 19% Customers
53%
Level 4 4%
(Analyst, Specialist, Co Partners
ordinator)
77% Prospects
Contact Function Level
Contact Company Type
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18. 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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19. 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
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20. 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
 Much more than just software:
• Customers in 12 countries hosting services, e-mail & SMS
• Users in 20 countries routing, and expert services
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Copyright Neolane 2011 Neolane confidential 20
20

21. 400 CUSTOMERS
E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES
FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURE
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22. RAW DATA
UK and Nordics country answers France answers Total Europe
1. What KPI do you use to measure ROI from
social media? 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
2. To date, how much have you invested in
social media since you started considering it? 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
3. Regarding your answer to the previous
question…Do you think you’ve achieved a
monetary ROI? 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
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business 63 17,03% 17,03% 58 16,91% 16,91% Neolane confidential
121 16,97% 22

23. $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%
RAW DATA $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
3. Regarding your answer to the previous
question…Do you think you’ve achieved a
monetary ROI? 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
4. Do you include personalised content on the
tabs inside your Facebook page to provide a
better experience? 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
5. In your opinion, 2012 is the year of: 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
Copyright Neolane – 2012 Neolane confidential 23