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Digitorial , ABB China Corporate Communications, May 30, 2013

Weibo report 2013 Automation World


Overview

© ABB Group June 8, 2013 | Slide 2

5 ABB accounts created 158 posts under a synergized plan, 26% higher than 2012. These posts received 1,038,500 online exposures, an increase of 38% over 2012.

Netizens mentioned #ABB Automation World# through 2,720 weibo posts, two times more than that of 2012.

Both the number of new fans and fans’ active rate are higher than non-event days.

900+ people participated in the real time “Weibo wall” program at gala dinner.

10 netizens were invited to visit AW for the first time.


AW weibo promotion Timeline and topics

Phase I – Pre-event promotion

Apr. 25

© ABB Group June 8, 2013 | Slide 3

Phase II – On-site promotion

May 22

May 24

Review of previous AWs

Live broadcast of the event

Preview of AW 2013

Sideline stories

ABB messages on innovation

Press release promotion

Logistics information

“Weibo wall”

Call for netizens’ enrollment

Netizen’s onsite visit


Data analysis 2013 vs. 2012 Posts tagged with #ABB Automation World# from netizens

Number of posts and exposures 300

No. of posts Exposure

250 200

1,200,000 1,038,500 1,000,000

+38% 750,000

150

2,720

800,000

+26%

158

3,000 2,500

+155%

2,000

600,000

125

1,500

100

1,067

400,000 1,000

50

200,000

0

0 AW 2012

AW 2013

Data time span: Apr. 25 – May 24, 2013; May 7 – June 7, 2012

Data include all 5 ABB China weibo accounts

© ABB Group June 8, 2013 | Slide 4

500 0 AW 2012

AW 2013


Data analysis Active engagement with positive feedback Distribution of posts across ABB weibos @ABB自动化世 界 @ABB机器人

11% 15%

Total 158

17% 20%

20%

46%

Positive

Media

With sugge

Potential employees 22%

@ABB中国招聘

99%

Business partners / customer ABB employees

12%

37%

@ABB低压一直 在你身边 @ABB中国

Tone of posts

Source of mentions

1%

Major suggestions from netizens 

Exhibition should have more interactive elements with visitors

Food should be served earlier in gala dinner

May also invite ABB employees’ families to visit the site (extend AW to weekend?)

© ABB Group June 8, 2013 | Slide 5


Effect of weibo promotion during AW Fans’ interest is up across all weibo accounts Data source: www.tfengyun.c om

Active rate

35%

30%

33.30% 31%

29.30% 28.90%

25% 21.10% 18.80% 17.80%

20% 15% 10% 5%

16.70%

ABB China

13%

Automation World LP 2.80%

Robotics HR

0% 30-Apr

© ABB Group June 8, 2013 | Slide 6

8-May

16-May

24-May

Active rate: The higher the rate is, the more the fans are interested in a weibo account’s contents

Benchmark of “good B2B weibo”: 20%


Weibo wall Heat the gala dinner up

Time 

18:00 – 20:00, May 23

Rules 

Publish weibo posts tagged with #ABB Automation World#

The posts will display on the major screen of the gala night

Outcome  © ABB Group June 8, 2013 | Slide 7

900+ posts received, 1/3 of all online weibo buzz during AW 2013


Netizens on-site visit Pilot initiative with encouraging outcome Objectives 

Provide a platform for netizens to know ABB

Identify weibo ambassadors to promote ABB

Attract potential employees

Outcome

© ABB Group June 8, 2013 | Slide 8

All participants feel “satisfied” about the visit

All participants express their willingness to promote ABB

3 news articles were published by www.ce.cn (中国经济网), the employer of a media participant

2 participants confirmed their willingness to join ABB

1 participant applied for an ABB job on-site


Aw weibo report  
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