Download - 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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