B-to-B (B2B) engagement in digital marketing
- 1. B-to-B Engagement In Digital Marketing Winnie Ng Emerson Climate Technologies, Asia
- 2. 2Copyrights 2016 2015 Emerson At-A-Glance
- 3. 3Copyrights 2016 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
- 4. 4Copyrights 2016 Through Five Business Platforms, Emerson Is Delivering On Our Brand Promise Solving the process industrys 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 todays 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
- 5. 5Copyrights 2016 Emerson Climate 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: Supermarkets Convenience Stores Box Retail Commercial Buildings Schools Medical Transport Cold Storage Food and Beverage Industrial Heating Pharmaceuticals Construction Our Brands Include Copeland Copeland Scroll Dixell Fusite ProAct Therm-O-Disc Vilter White-Rodgers
- 6. 6Copyrights 2016 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 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
- 7. 7Copyrights 2016 Views Peak At 2289 Enquiries Several Tens per year Followers Monthly average increased by 100 Pit-Stop! 2012 2014 2016 Launch Weibo Launch WeChat Pit-stop Review! Posts ~100 per year
- 8. 8Copyrights 2016 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 followers Target 80% with Call-to-Action in all our content Reader friendly language
- 9. 9Copyrights 2016 Extend Reach Utilize 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
- 10. 10Copyrights 2016 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 Social Media eCommerce Website SEO/ Search Online Media Social Networking Services Micro- blogging Wikis Q&A Photo Sharing Mobile Video Sharing Video Sharing E-commerce Omni-Channel Integrate communications across multiple platforms (WeChat, Weibo, Alibaba, Youku, official website, etc.) Omni-Channel Strategy
- 11. 11Copyrights 2016 Increased Engagement Views peak 2289 Over 3000 Enquiries Several tens per year Over 100 in less than a year Followers Monthly average increase by 200 100% growth Posts ~100 per year
- 12. 12Copyrights 2016 B-2-B Brand Median Performance Note: Source from The 2016 Social Media Impact Report
- 13. 13Copyrights 2016 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