B-to-B EngagementIn 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
What We Deliver Heating, air conditioning, and refrigeration technologies for residential, commercial and industrial applications Industries served include:
SupermarketsConvenience StoresBox RetailCommercial BuildingsSchoolsMedical
Transport Cold StorageFood and BeverageIndustrial HeatingPharmaceuticalsConstruction
Our Brands Include Copeland Copeland Scroll Dixell Fusite ProAct Therm-O-Disc Vilter White-Rodgers
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Emerson Digital Marketing presence
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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Views PeakAt 2289
Enquiries Several Tens per year
Followers Monthly average increased by 100
Pit-Stop!
2012 2014 2016Launch Weibo Launch WeChat Pit-stop Review!
Posts ~100 per year
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Content is not the King?!
• Content: • The most popular topics are usually related
to knowledge sharing, practical guidance and life style, and are told in social language.
• A good story should be “simple and interesting”.
• Interaction:• For followers profile identification• An effective way of attracting new followers• Vary to target different profile followersTarget 80% with Call-to-Action in all our
content
Reader friendly language
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Extend ReachUtilize multiple resources to enrich content• Media cooperation
– Cooperate with 3-4 selected trade media (Air-conditioning, heat-pump, etc.), influential media
– Leverage thought leading insights for media cooperation
• Key-Opinion-Leaders (KOL) endorsement: with cooperation on content and share
• WeChat Open Day
Warm-up Open Day Post-event
• One week prior to the Open Day
• Invite followers to join in, and collect questions in advance (in case some of them cannot join the interaction due to schedule conflict)
• One-hour real-time interaction with followers
• 18:00-19:00,Thursday
• One week after the Open Day• A summary of the FAQ
collected on Open Day with answers from company experts
• The summary could be leveraged for updating the guidebook for customer services
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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
Social Media
eCommerce
Website –
SEO/ Search
Online Media
Social Networking Services
Micro-blogging
Wikis
Q&A
Photo Sharing
MobileVideo
Sharing
Video Sharing
E-commerce
Omni-Channel• Integrate communications
across multiple platforms (WeChat, Weibo, Alibaba, Youku, official website, etc.)
Omni-Channel Strategy
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Increased Engagement
Views peak
2289 Over 3000
EnquiriesSeveral tens per year Over 100 in less
than a year
Followers Monthly average
increase by 200 – 100% growth
Posts ~100 per year
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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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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
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