capture roi success in b2b digital marketing

Capture ROI Success:KPI Setting for Digital MarketingWinnie NgEmerson Climate Technologies, Asia

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2015 Emerson At-A-Glance

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Our Brand Promise –

CONSIDER IT SOLVED

“Emerson is where technology and engineering come together to create solutions for the benefit of our customers, driven without compromise for a world in action.”

Emerson 2015 – Celebrating the 125th Anniversary

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Through Five Business Platforms, Emerson Is Delivering On Our Brand Promise

Solving the process industry’s toughest challenges with predictable success any time, any place

Revolutionizing manufacturing to operate faster, more efficiently and cost effectively

Optimizing and deploying critical infrastructure for today’s mobile, always-on world

Innovating to help improve human comfort, safeguard food and protect the environment

Making projects easier, safer and more efficient for professionals, contractors and homeowners

Process Management

Industrial Automation

Network Power

Climate Technologies

Commercial & Residential Solutions

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EmersonClimate Technologies

Innovations that Help Improve Human Comfort, Safeguard Food and Protect the Environment

We are always around

YOU

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What Is The Big idea?

Source: marketoonist.com

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Digital MarketingStrategic Steps

1 Welcome Your Business Objectives

2 Identify Your Target Audience

3 Identify Your Engagement Strategy

4 Understand Governance

5 Time, Resources And Money: Commitment

6 Identify Your Success Measure

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Identify Success Measurements BeforeYou Start

STRATEGY

IMPLEMENTATION

MEASUREMENT

Starts with What are the goals?Branding?Customer Engagement?Lead generation?Recruitment?

Who we are trying to talk with, how/where and when?Digital Marketing Channels

Understand what works and nextListen/ Learn what content is being sharedAnalyze metrics from the platforms

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Possible Direct Sales Impact?

Set objectives, collect data and measure across all four stages to be able to correlate outputs to outcomes and be in a more ROI-friendly position_______________________________________________________________________Create key performance indicators (KPIs) for each of your tactics; base them on your objectives• Platform Management (i.e. Hootsuite)• Analytics or Page Insights• URL Shorteners__________________________________________________________________________________

1. Exposure 2. Engagement 3. Influence 4. Action

To what degree have we created exposure to content and message?

Who is interacting and engaging with our

content?How and Where?

How we influenced perceptions and

attitudes of the target audience

What actions if any has the target taken

Output Outcomes Possible Financial Impact

ROI

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Digital Marketing Channels

Social Media–Influential

eCommerce –Online sales

Website –Customer

Engagement

SEO/ Search –Customer

Visits

Online Media–Branding

Professional Social Networking Services

Social Networking Services

Micro-blogging

Wikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation

based services

Professional Social Networking Services

Social Networking Services

Micro-bloggingWikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation based

services

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Emerson Digital Marketing Footprint

Social Media–Weibo (2012)

WeChat (2014)

eCommerce –Alibaba (2014 Launch

2015 Uplift)

Website –China website (2013 revamp)

SEO/ Search –Baidu

keyword

Online Media–Youku

Professional Social Networking Services

Social Networking Services

Micro-blogging

Wikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation

based services

Professional Social Networking Services

Social Networking Services

Micro-bloggingWikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation based

services

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Global social mediaBenchmarking – Klout score

How influential are you?Klout for Influence metricshttp://www.klout.com• Provides an influence score from 0-100

What impacts your Klout score?• Number of followers• Posting activity & follower activity• Influence/ reach of network

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But What’s The Real Return $$ For My Investment?

Investment $$ -• Retainer fee• System cost• Advertisement placement……

Return –• No. Of Follower?• No. Of Like?• No. Of Retweet?• Traffic Increase, Click?...

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Digital Marketing Business Model – Many possible!

Company Wholesaler Distributor Contractor/ Installer End-users

Traditional Business Model

Company Wholesaler Distributor Contractor/ Installer End-users

Adding digital channels

Wider spread of message

Possible direct sales

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ROI Success Formula – Sample

ROI Success

Offline $$

Online$$

Sales $ By Offline Target MarketingSocial Media

SEO

Website Sales Lead – Purchased $$

Sales Leads

eCommerce – Online Purchase $$ & O2O $$

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Average Engagement RatioFor B2B Brands B2B

22.53 followers on Instagram;

15.88 followers on Pinterest;

5.99 on Facebook;

1.09 on LinkedIn;

and 0.86 on Twitter.

B-2-B Brand Median Performance

Social Media Audience Size For B2B

109,000 followers on LinkedIn

34,000 page likes on Facebook

18,000 followers on Twitter

3,000 followers on Instagram

and 420 followers on Pinterest

Note: Source from The 2016 Social Media Impact Report

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Conclusion –3 Takeaways!

Clearly Identify Your Objectives –Each Digital Marketing Channels

Set Your RIGHT Metrics

Balance Your Resource

1.

2.

3.

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For further information…

An Integrated Marketer:• Over 10 Years In B2B Marketing –

Industrial Segment• Current Regional Coverage:

Asia, India & Middle East

LinkedIn Profilehttps://hk.linkedin.com/in/winniesavvy

Twitter @winnie_savvy

Wechat: winniengtsang 艾默生环境优化技术

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