Kemira: Creating the global foundation for local digital marketing programs
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Kemira is a global chemicals company servicing water-intensive industries, reporting €2.14 billion in revenue and 4,250 employees in 2014. The document outlines the establishment of a global foundation for local digital marketing programs, emphasizing campaign planning, KPI frameworks, and continuous development as key components. It also highlights the importance of partnerships, stakeholder engagement, and overcoming potential challenges in digital transformation.
Kemira: Creating the global foundation for local digital marketing programs
- 1. Success case: Creating the global foundation for local digital marketing programs Kemira
- 2. 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
- 3. 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 applying our expertise where water meets chemistry Kemira 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.
- 4. Building the foundation Finding a partner + selecting tools Piloting Creating pull in the organization Roadmap & KPI’s defined Digital campaigns part of marketing plans 20 April 2015PUBLIC | Global foundation for local digital marketing programs 4
- 5. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 5 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
- 6. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 6 Campaign planning support Campaign galleries
- 7. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 7 Campaign planning support Campaign galleries KPI and metric frameworks
- 8. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 8 Campaign planning support Campaign galleries Assesment tools KPI and metric frameworks
- 9. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 9 Campaign planning support Campaign galleries Assesment tools KPI and metric frameworks Project reports & presentations
- 10. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 10 Campaign planning support Campaign galleries Assesment tools KPI and metric frameworks Project reports & presentations Templates
- 11. Building blocks 20 April 2015PUBLIC | Global foundation for local digital marketing programs 11 Strategic planning support Campaign galleries Assesment tools KPI and metric frameworks Project reports & presentations Templates
- 12. Localizations 20 April 2015PUBLIC | Global foundation for local digital marketing programs 12 Content files
- 13. Localizations 20 April 2015PUBLIC | Global foundation for local digital marketing programs 13 Tokens
- 14. Potential showstoppers • IT organization • Information security issues • Maturity of organization, change • Marketing & sales alignment 20 April 2015PUBLIC | Global foundation for local digital marketing programs 14
- 15. Our learnings? • Continuous development • Agile way of working • No major roll-outs • Tolerance for incompleteness • Documentation • Courage to try new things • Case by case 20 April 2015PUBLIC | Global foundation for local digital marketing programs 15
- 16. Digital transformation is a journey, not a project. 20 April 2015PUBLIC | Global foundation for local digital marketing programs 16
- 17. Marja Jokinen Director, Marketing Communications marja.jokinen@kemira.com Sini Koskinen Senior Specialist, Marketing Communications sini.koskinen@kemira.com Questions? 20 April 2015PUBLIC | Global foundation for local digital marketing programs 17