KPI Setting for Digital Marketing ROI Success

Capture ROI Success:
KPI Setting for Digital Marketing
Winnie Ng
Emerson Climate Technologies, Asia

2All rights reserved. Copyrights 2016
2015 Emerson At-A-Glance

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

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

Emerson
Climate Technologies
Innovations that Help Improve Human Comfort,
Safeguard Food and Protect the Environment
We are
always
around
YOU

What Is The Big idea?
Source: marketoonist.com

Digital Marketing
Strategic 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

Identify Success
Measurements Before
You 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 next
Listen/ Learn what content is being shared
Analyze metrics from the platforms

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

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
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location
based services
Professional Social
Networking Services
Social Networking
Services
Micro-
bloggingWikis
Q&A
Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location based
services

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
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location
based services
Professional Social
Networking Services
Social Networking
Services
Micro-
bloggingWikis
Q&A
Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location based
services

Global social media
Benchmarking – Klout score
How influential are you?
Klout for Influence metrics
http://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

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?...

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

ROI Success
Formula – Sample
ROI Success
Offline
$$
Online
$$
Sales $ By Offline Target
Marketing
Social Media
SEO
Website Sales Lead – Purchased $$
Sales
Leads
eCommerce – Online Purchase $$ & O2O $$

B-2-B Brand Median
Performance
Note: Source from The 2016 Social Media Impact Report

Conclusion –
3 Takeaways!
Clearly Identify Your Objectives –
Each Digital Marketing Channels
Set Your RIGHT Metrics
Balance Your Resource
1.
2.
3.

For further information…
An Integrated Marketer:
• Over 10 Years In B2B Marketing –
Industrial Segment
• Current Regional Coverage:
Asia, India & Middle East
LinkedIn Profile
https://hk.linkedin.com/in/winniesavvy
Twitter @winnie_savvy
Wechat: winniengtsang
艾默生
环境优化技术

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