kemira: creating the global foundation for local digital marketing programs

Success case: Creating the global foundation for local digital marketing programs

Kemira

Kemira in brief

20 April 2015PUBLIC | Global foundation for local digital marketing programs 2

Global organization Typical B2B set-up

Operations in

several industry

areas

Focus

• Pulp & Paper

• Oil & Gas

• Mining

• Water management

Revenue

EUR 2.14 billion (2014)

Employees

4,250 (2014)

Revenue split by

customer benefit

Product quality or product yield

optimization 50%

Process and energy

efficiency 20%

Water quality and regulatory

compliance in raw water and

wastewater treatment 30%

We help customers create more value by applyingour expertise where water meets chemistryKemira is a global chemicals company serving customers in water-intensive industries

Kemira Company Presentation 3

Kemira shares are listed on the NASDAQ OMX Helsinki stock exchange.

Building the foundation

Finding a partner + selecting tools

Piloting

Creating pull in the organization

Roadmap & KPI’s defined

Digital campaigns part of marketing plans


Building blocks


Campaign planning support

1. Target business outcome: What are you trying to achieve and why?

2. Business goal: How are you going to measure success?

3. Stakeholders and desired action: who needs to do what?

4. Barriers: why aren’t the stakeholders already doing what we want?

5. Communications activities & metrics: what is the right solution to addres sthe identified

problem?

Source: CEB – Communications excecutive board

Building blocks


Campaign planning support Campaign galleries

Building blocks


Campaign planning support Campaign galleries KPI and metric frameworks

Building blocks



Assesment tools

KPI and metric frameworks

Building blocks



Assesment tools


Project reports & presentations

Building blocks



Assesment tools


Project reports & presentations Templates

Building blocks


Strategic planning support Campaign galleries

Assesment tools


Project reports & presentations Templates

Localizations


Content files

Localizations


Tokens

Potential showstoppers

• IT organization

• Information security issues

• Maturity of organization, change

• Marketing & sales alignment


Our learnings?

• Continuous development

• Agile way of working

• No major roll-outs

• Tolerance for incompleteness

• Documentation

• Courage to try new things

• Case by case


Digital transformation is a journey,

not a project.


Marja JokinenDirector, Marketing [email protected]

Sini KoskinenSenior Specialist, Marketing [email protected]

Questions?


kemira: creating the global foundation for local digital marketing programs

Marketing

public global foundation

marketing plans20

campaign planning support1

global chemicals company

marketing sales alignment20

water quality

raw water

kemira shares