Innovation contest summary report opinion
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Transcript of Innovation contest summary report opinion
© ABB Group April 10, 2023 | Slide 1
2012 ABB China Innovation ContestCampaign summary and review
Corporate Communications, ABB China, Dec. 7, 2012
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Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
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Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
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2012 ABB university innovation contestObjectives
Objectives
Build a platform to strengthen ABB’s image as an “innovative” company
Access to the talent pool of targeted universities for campus recruitment
Collect new ideas to inspire R&D
Milestone stages
April, 2012 May 14 by June 30 by Aug. 31 1st round: July 262nd round: Aug.183rd round: Sept. 74th round: Oct. 10
Oct. 12
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Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
Promotional matrixMulti channels
2 rounds of “targeted invitations” sent to relevant students via social media
110, 902 visits generated
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*Targeted invitation
Promotion via BBS
Ad. on dajie.com
Poster in campus
Weekly promotion on 17 key target universities' BBS
12,338 visits generated
Advertisement on partner’s portal
26,193 visits generated
Posters in 17 key target universities
154,123 visits to the contest portal are received in the registration stage (May 14 - June 30)
2,730 students from 513 universities registered the contest, much higher than benchmark of similar contests within the year
Promotional matrix triggers *154,123 visits
*Comparison of registrations with other companies
*Target Invitation: Invitation letters are sent to students majoring in power/automation-related departments. *The total number of visits also include traffic from ABB official web, weibo, and others*Comparison with competitors’ information is collected from social media partner.
+16%
+177%
ABB Company 1-a foreign telecom company
Company 2- a foreign competitor company
Targeted invitation analysis Most effective promotional channel
2 rounds of targeted invitation are applied
Both lead to increase in visits and registrations
72% of total visits derive from targeted invitation
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Target invitation sent
Target invitation sent
Target invitation sent
Target invitation sent
Accumulated visits to contest portal May 21 – July 1
Accumulated number of registration May 14 – June 30
Visit ration for different online promotional channels
Univ. BBS Others, eg. weibo & web
Work submission statusRatio: 17.5%
• Work submission ratio is 17.5%, 5% higher than a similar contest of a key competitor
• Reminder notices were sent on June 25, Aug. 20 and 29, which triggered the increase of works submitted
Accumulated number of works submitted (May 18- Aug. 30)
Online interactionFurther engage participants
Channels
Contest BBS (51 discussions)
Group e-mail
ABB China Weibo
Topics
Contest tips
Knowledge share
Q&A
Event logistics
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ABB official weibo promotional campaignEngage public netizens
1 week promotion outcome (May 14-21)
Number of fans (weibo) increased by +5,000 within 1 week
Retweets: +6,000
Comments: +4,500
Breakdown of universities with most entries8 out of 10 top ones are ABB’s target universities
Ranking of top 10 universities in terms of works submitted
8 universities are ABB’s targeted ones
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University Number of works
South China University of Technology * 72
Shanghai Jiaotong University * 58
North China Electric Power University * 47
Huazhong University of Science and Technology *
47
Shanghai University* 45
Tianjin University * 43
Nanjing University of Aeronautics and Astronautics
40
Zhejiang University * 37
Wuhan University * 33
China University of Mining and Technology 32
* ABB’s target universities
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Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
Review by internal and external judgesObjectiveness and fairness
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• Composition of judges
• Internal: 6 ( 3 from CRC, 1 from DM\PS\LP respectively)
• External: 4 (2 professors from power, 1 expert from LP, 1 senior media insider from power)
• 4 rounds of reviews and discussions
• Onsite questions and independent scoring
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Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
Event snapshots17 teams are awarded
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17 teams are awarded. All of the teams represent China’s top-tier universities
9 of the 17 are from ABB’s target universities (53%)
Press conferencePromote event to wider audience
22 media attended the award ceremony and press conference
ABB’s DNA on innovation and industry leadership messages are well delivered
All clipping reports are delivered in positive tones
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www.ifeng.com Chinanews.com.cn Gkong.com Tudou.com
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