UPS CES Asia 2016 ExhibitionCommunication Wrap-up Report
Jun 14, 2016
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Executive Summary
Background
• As one of the world largest electronic shows, the Consumer Electronic Show (CES) second time came to China and launched CES Asia 2016 in Shanghai. More than 375 exhibiting companies from 23 countries exhibited across a show floor that spanned 32,000 gross square meters, and attracted more than 32,000 attendees in two and a half day.
• It is UPS’s first year joining CES Asia exhibition. The good start provides a platform for the UPS Asia High Tech segment team to target a broad spectrum of high tech customers to provide uplift to its business plan, gain an understanding of market trends shaping the industry and engage with industry influencers and customers to understand the challenges and future needs of high tech businesses.
Objectives• Enhance the image of UPS as the leader of industry.• Share UPS know-how on boosting local and global business as well as promote UPS awareness in the high-tech
industry community.• Demonstrate UPS expertise in supporting high-tech industry customers to win in the global market.
Messages
• UPS is an enabler of global trade and consistently identifies opportunities for customers to grow.• UPS is committed to supporting High Tech businesses succeed in an ever-changing global trade environment.• UPS has a deep understanding of the High Tech industry, and the challenges associated with it.
• UPS invests more in technology than any other company in the de-livery business.
Spokespersons
• Isabel Chen, Manager, High Tech Segment Marketing UPS Asia Pacific Region
• Tiger Liu, Senior Marketing Manager UPS China
2
Notes: The data listed in the table above includes UPS official Weibo and WeChat platforms
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Event Overview
• UPS Logistics Lounge, a branded UPS meeting space for pre-arranged or spontaneous meetings. Customer interactions including QR code scanning, hospitality served onsite.
• Informative Sessions, segment experts (Isabel and Tiger) build high-tech thought leadership leveraging CITC/Mic 2.0 research materials.
– The importance of high-tech manufacturers as China embraces the “Made in China 2.0” era.
– Opportunities and challenges faced by Chinese high-tech exporters.
– How supply-chain management can help them achieve business objectives and improve customer satisfaction, and the role of logistics in supply-chain management.
– UPS’ logistics services and offerings tailored for high-tech companies.
• Media interviews, a group interview with key business and technology media in China.
• Social media engagement, Sina Weibo/WeChat (CN) & Twitter (APAC), wave by wave contents generation relevant to CES Asia 2016 themes to increase exposure of UPS thought-leadership.
– Pre-event: spread invitations/interactive quiz via social (KOL) channels to trigger attendance or attention with UPS incentives.
– During-event: leveraging CES Asia conference themes, share UPS point of views and generate topics. “Listen” to conversations on Weibo and follow tech or consumer product KOLs and journalists, engage with them by either retweeting or commenting on relevant KOLs’ conversations.
– Post-event: amplify UPS messages through all platforms with KOL resource.
• Byline articles, developed based on relevant discussions and insights gained at the CES Asia 2016 Conference. These bylines will also be leveraged across UPS-owned through-leadership platforms like Longitudes, LinkedIn and pitched to other media titles across the region.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
PR Results Summary
• Media interviews
Topics discussed:
− High-tech trends in China and Asia
− The importance of high technology segment for UPS
− UPS’s advanced technology application in logistics service and route management
− Case studies of UPS’s high tech segment in Asia and China market
− The difference of 3D printing and drone compared with other high tech products
− Will 3D printing introduced in Asian and Chinese market
Expected publication date:
– Business Management Review: WeChat, end of June or beginning of July
– 21st Century Business Herald: print newspaper, pending on editor’s decision (within June)
– Jiemian: Online website (WeChat to be confirmed by Chief editor), in the process of editor’s proof reading, publication date is pending
• Byline articles
#1: IoT key to the future of supply chain structure reform
#2: 3D Printing an industrial revolution filled with humanistic implication
– Contents to be confirmed by region team
– Expected to be published by beginning of July
• Earned media reports
− Results to be updated by 6/16
• KPI and results
– Results to be updated upon publications on air
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Social Media Results Summary
• Social Communication Tactics
Weibo, UPS China official Weibo account has promoted UPS’s partnership with CES Asia 2016 through these posts:
– Graphics: Three Creative posters about CES Asia 2016 hot trends
– Quiz: Trivia contest to call for followers’ action
– Real-time Weibo tweets: 16 tweets during the exhibition to share the latest news about CES Asia
WeChat, UPS China official WeChat account released two WeChat articles, and engaged one paid WeChat KOL.
– One WeChat article on UPS China official account mainly announced CES Asia 2016 opening, UPS booth information and informative session timetable.
– Two WeChat articles, one from UPS official account, one from KOL platform. Contents focused on CES Asia themes,trends, as well as UPS thought leadership in high-tech segment supply chain management.
• KPI & Results
– Through the whole project communication, more than 2.11 million social impressions and 4,680 social engagements were generated on both Weibo and WeChat, and UPS has earned more than 28,004 page views on WeChat.
– The campaign made more than 1, 090 new Weibo followers growth.
5
Items Proposed KPI Results
Social Impressions 851,300 2.11M
Social Engagements 2,660 4,680
Notes: The data listed in the table above includes the results from UPS China official Weibo, WeChat and KOL Weibo, WeChat.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Timeline of Activities (May 5 – Jun 3 )
6
25 original posts ( UPS China Weibo and WeChat) and 3 retweets of other Weibo accounts
Date No. of Posts Topics
Pre-event
6-May 1 • CES Asia info & UPS booth info
7-May 2• Introduce UPS thought leadership
• A WeChat article introducing CES Asia & UPS info
9-May 1 • Interactive quiz
10-May 2• Drone benefits from the collaboration of UPS-Gavi-Zipline
• CES opening notice & UPS booth info
During-event
11-May 5
• CES opening + UPS booth/ informative session info introduction
• Onsite interactive event announcement
• On-site photos of customer interactions and UPS's first informative session
• Retweet of CES official Weibo account
• UPS insights regarding IoT
12-May 5
• Informative session introduction & UPS booth
• Retweet interactive events
• UPS thought leadership
• Retweet of CES official Weibo account
• UPS insights regarding technology consumption
13-May 6
• Day 2 informative session recap and remind of Day 3 informative session
• Retweet of CES official Weibo account
• UPS thought leadership
• Key findings of 3D printing from CES Asia conference
• 3D printing application in supply chain management
• A round-up post
Post-event
17-May 1 • UPS high-tech thought leadership: Supply chain management
20-May 1 • A WeChat article reviewing CES
23-May 2 • Announcement of the interactive quiz winners
24-May 1 • A long tweet about UPS contribution to the IoT trends
31-May 1 • UPS high-tech thought leadership: VR
3-Jun 1 • Infographic to recap UPS exhibition at CES Asia
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Notes: • For Weibo interactions = retweets+comments+likes• For WeChat interactions = likes+comments
Organic Results
After the social campaign, UPS China has 19,023 followers on Weibo, and 5,021 followers on WeChat.
7
Project
UPS Channel
KPI Results KPI effective ratio Investment (USD)
Reach Interaction Reach Interaction Reach InteractionInvestment
per postCost per
interaction
Pre-eventWarm-up Weibo
tweets (*5)7,500 90 229,338 2,388 3,057.84% 2,653.33% 192 0.40
During eventReal-time Weibo
tweets(*16)22,500 270 174,876 621 7,772.27% 230.00% 192 4.95
Post event
Weibo tweets(*6) 10,000 120 120,068 225 1,200.68% 187.50% 192 5.12
WeChat Articles(*2) 1,300 30 887 16 68.23% 53.33% 1,920 240
Total 41,300 510 524.282 3,250 12,099.02% 3,104.16% - -
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Notes: • For Weibo interactions = retweets+comments+likes• For WeChat interactions = likes+comments
Paid Results
We have engaged total eight paid KOLs on Weibo and WeChat.
8
Project
Paid
KPI Results KPI effective ratio Investment (USD)
Reach Interaction Reach Interaction Reach InteractionInvestment
per waveCost per
interaction
Pre-eventWarm-up Weibo
Tweets (*2)100,000 500 267,689 540 267.68% 108.00% 1,627.8 3.01
During event
Real-time Weibo tweets(*3)
300,000 1,000 663,000 564 221.00% 56.40% 3,213.0 5.70
Fans promotion tool 100,000 - 157,000 - 157.00% - 250 -
Post event
Weibo tweets(*2) 300,000 600 468,000 221 156.00% 36.80% 2,626.6 11.90
WeChat Articles(*1) 10,000 50 27,123 105 271.23% 210.00% 2,702.6 25.7
Total 810,000 2150 1,582,812 1,430 1072.91% 411.20% - -
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Project Performance Effective Ratio
9
Items Plan Actual Effective ratio
Weibo tweet 20 24 120.0%
Weibo quiz 1 1 100.0%
WeChat article 2 2 100.0%
Total 24 27 116.7%
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
CES Asia 2016Pre-event
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Campaign Launch Organic Results on Weibo
11
502Page View
Four tweets before CES opening on CES info and UPS booth info to attract consumers’ attention and inform UPS’sinformative sessions in advance.
14,000Digital Impressions
282Weibo Engagements
4,183Digital Impressions
14Weibo Engagements
3,033Digital Impressions
3Weibo Engagements
3,030Digital Impressions
6Weibo Engagements
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Campaign Launch Paid Results on Weibo
3,689Digital Impressions
714Weibo Engagements
Paid KOL @全球科技IT数码:A popular Weibo account introduces the latest news about IT, technology and mobile.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Campaign Launch Organic Results on WeChat
13
502Page View
UPS invites you
to CES Asia 2016
!
This article concentrated on UPS booth information and informative sessions introduction. UPS motivates fans to CES Asia 2016!
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Trivia Contest WeiboA trivia quiz contest shows connection between UPS and CES. Followers could get the chance to win gifts by answering the questions.
Winner Announcement12 lucky winners were selected randomly and won the UPS gifts.
202,362Digital Impressions
2,098Weibo Engagements
Quiz: UPS & CES Asia Trivia ContestOrganic results on Weibo
14
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Positive commentsWe engaged an popular account of technology to endorse interesting contents and reach a wider public. It generated great social buzz on social media. Fans also express their love towards UPS!
264,000Digital Impressions
261Weibo Engagements
15
@Techweb: Official Weibo account of TechWeb
website, an interaction platform for technology
Quiz: UPS & CES Trivia ContestPaid results on Weibo
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
CES Asia 2016During-event
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Organic Results of Real Time Tweets on Weibo
We delivered 16 real-time tweets during the CES Asia campaign. These tweets showed on-site photos of customerinteractions and UPS’s informative sessions.
3,030Digital Impressions
3,626Digital Impressions
3,033Digital Impressions
3,447Digital Impressions
2,776Digital Impressions
2,667Digital Impressions
4.254Digital Impressions
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
65,000Digital Impressions
562Weibo Engagements
293Weibo
Engagements
50,000Digital Impressions
18Weibo Engagements
Creative Poster of UPS Insights from CES Asia ConferenceOrganic Results on WeiboWe created three creative posters to show UPS insights and new trendy in CES Asia 2016. The three posters are aboutIoT, 3D printing and technology consumption respectively.
18
3,499Digital Impressions
3Weibo Engagements
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
70,000Digital Impressions
283Weibo Engagements
293Weibo
Engagements
549,000Digital Impressions
261Weibo Engagements
Creative Poster of UPS Insights from CES Asia Conference Paid Results on WeiboWe engaged three KOLs from financial, IT and logistics fields to promote the creative posters about UPS insights and make it viral on social media.
19
44,000Digital Impressions
20Weibo Engagements
@中国经营报:Official Weiboaccount of China Business Journal
@IT数码杂谈: A public Weibo account catches technology and IT trends, posts and reposts the latest news on IT field.
@黄刚-物流与供应链 :President of Headscm Supply Chain, logistics expert
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
UPS Thought-Leadership on Weibo
These tweets showed UPS’s thought-leadership in High-tech industry, including insights of drones, 3D printing and VR applications.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Interaction With Other Weibo Accounts
During the CES event, UPS’s official Weibo account had proactively interacted with other influencers’ Weibo account including the official account of CES and Sina Tech media.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
CES Asia 2016Post-event
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Review of CES Asia 2016Organic results on WeChat
23
CES Asia 2016 released high-tech trends in China and APAC markets. UPS as a leading global brand in logistics industry, took part in CES Asia 2016 and held three informative sessions where logistics experts shared their opinions on supply chain management.
Let UPS show youaround CES Asia2016!
379Page View
131%Above average page views per post
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Review of CES Asia 2016Paid Results on WeChat @环球经理人This KOL generated high quality contents and reached good impressions among our targeted audience.
27,123Page View
@环球经理人: Official WeChat account of Website Global Manager, mainly introduces economic and business news and messages.
In the IoT era, whowill lead therevolution of futuresupply-chain?
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Infographic tweet on Weibo
UPS Weibo
173Weibo Engagements
28,000Digital Impressions
395,009Digital Impressions
198Weibo Engagements
Paid KOL
@魔鬼经济学:An influential Weibo account sharing funny and pragmatic economic news and knowledge.
The infographic summarized CES Asia 2016 key findings, popular trends and future outlook.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Long Tweet Regarding IoT Trends on Weibo
UPS Weibo
24Weibo Engagements
75,000Digital Impressions
73,009Digital Impressions
23Weibo Engagements
Paid KOL
@经济观察报:Official Weibo account of Newspaper The Economic Observer
The long tweet introduced IoT, the hot trend in CES Asia 2016, and summarized the impact IoT would bring to the future supply chain management in high-tech segment.
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Long tweet & infographic
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Key Learnings
INTEGRATED COMMUNICATION CHANNELS FEED THE FRESH CONTENTS
• Real time contents generated from CES Asia onsite exhibition and conference, and used for both PR and social media communications
• Offline activities (QR code scanning) contributed to online interactions
DIVERSIFIED SOCIAL CONTENT PRESENTATION
• Creative H5, trivia contest, infographic and poster tweets stimulated consumer interests on interactions
TWO-WAY KOL ENGAGEMNET
• Selective proper KOL resources allocated in categorized contents generated great amplification
• Ride on the hot social topic, using UPS’s owned channels to proactively interact with influencers by retweet or comments on their posts
28
Proprietary and Confidential: This presentation may not be used or disclosed to any person other than employees of Customer, unless expressly authorized by UPS.
© 2013 United Parcel Service of America, Inc. UPS, the UPS brandmark, the color brown and photos are trademarks of United Parcel Service of America, Inc. All rights reserved.
Recommendations
LEVERAGE THE EVENT ORGANIZERS’ RESOURCES
In the future exhibitions or events like CES Asia, the organizers resources should be considered for UPS’s promotion. For instance, CES Asia released news and conference contents on daily bases through their own Weibo and WeChat account. These platforms can also be added into brand target communication channels.
REAL CASE MAKES THE DIFFERENCEMedia receives many point of views/messages from different brand everyday, real case studies will make UPS outstanding. Rather than preparing for the messages, real examples are highly recommended for the future executive briefing materials.
29
Thank You!