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Harnessing Social in a B2B Space: A Case Study With Rockwell Automation
 

Harnessing Social in a B2B Space: A Case Study With Rockwell Automation

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Rockwell Automation, the world’s largest company dedicated to industrial automation, works closely with their communications agency and Hootsuite Solution Partner, PadillaCRT, to scale social media. ...

Rockwell Automation, the world’s largest company dedicated to industrial automation, works closely with their communications agency and Hootsuite Solution Partner, PadillaCRT, to scale social media. Rockwell Automation and PadillaCRT partner with Hootsuite on various campaigns to build brand engagement and advocacy among Rockwell Automation’s B2B customers.

One of their most successful initiatives was a six-week ROKstar Hall of Fame customer and partner recognition campaign that helped prove the ROI of social in a B2B space.

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    Harnessing Social in a B2B Space: A Case Study With Rockwell Automation Harnessing Social in a B2B Space: A Case Study With Rockwell Automation Document Transcript

    • CASE STUDY: ROCKWELL AUTOMATION CaseStudy: Rockwell Automation Harnessing Social in a B2B Space Rockwell Automation, the world’s largest company dedicated to industrial automation, works closely with their communications agency and Hootsuite Solution Partner, PadillaCRT, to scale social media. Rockwell Automation and PadillaCRT partner with Hootsuite on various campaigns to build brand engagement and advocacy among Rockwell Automation’s B2B customers. One of their most successful initiatives last year was a six- week ROKstar Hall of Fame customer and partner recognition campaign. 90 11,500 313% Customer & Partner nominations in 13 countries unique site visitors to Rockwell Automation’s website through campaign & social media increase in engagement during the month of the campaign over an “average” month Rockwell Automation and PadillaCRT Rockwell Automation is a leader in the B2B technology marketplace, making its customers more productive and sustainable in more than 80 countries with over 22,000 employees worldwide. Rockwell Automation and PadillaCRT, a leading agency in integrated communications, have been partners for more than 25 years. The companies work together to build brand awareness, protect the brand, and create high-impact communication strategies among their 100,000+ social media followers.
    • CASE STUDY: ROCKWELL AUTOMATION What They Did The Global Commercial Marketing Team at Rockwell Automation spans across Asia-Pacific, EMEA, Latin America, and North America. With a global team and multiple regional marketing managers accessing social media, streamlined collaboration within a centralized Hootsuite Enterprise dashboard is essential to help the team meet their objectives of: ‹‹ Building overall company brand awareness ‹‹ Increasing B2B customer loyalty and engagement ‹‹ Engaging with industry influencers ‹‹ Increasing customer advocacy ‹‹ Protecting the brand, customers and shareholders Rockwell Automation and PadillaCRT turn to Hootsuite Enterprise Solutions to create high-impact social media and campaign strategies and fulfill Rockwell Automation’s objectives. This partnership produced particularly outstanding results during the celebration of the 110th anniversary of the company’s Allen-Bradley brand. One component of the anniversary campaign was a customer and partner recognition program - the ROKstar Hall of Fame. Launching the campaign online and across social media, Rockwell Automation employees nominated more than 90 customers and partners from around the world, representing 13 countries. Selected based on their innovative technology applications, each nomination was then shared across social media and voted on by customers. How They Did It To launch the ROKstar Hall of Fame campaign, Anthony Jones, Global Social Media Lead at Rockwell Automation, worked with Michelle Wright, Social Media Consultant at PadillaCRT, and their Hootsuite Account Manager to source the best Hootsuite features for them. Michelle and Anthony used social media to promote the campaign on social channels, facilitate voting, and track referrals back to the website. To do this, they used the following Hootsuite features: ‹‹ Geo-targeting: Regionalize corporate content for geo-targeted, local markets. ‹‹ Streams: Monitor regional, partner, employee, and customer conversations for opportunities. “Agencies and their clients need to communicate results. We use Hootsuite to help compile a monthly ‘social conversations’ report on output, conversion, or traffic to Rockwell Automation’s website, and the percent it changes month over month.” Michelle Wright, Social Media Consultant, PadillaCRT
    • CASE STUDY: ROCKWELL AUTOMATION ‹‹ Bulk Scheduling: Upload and manage message distribution across multiple global and regional channels. ‹‹ Permissions and Approvals: Streamline the approval process to allow secure team collaboration, while adhering to overall strategies. ‹‹ Language Capability: Collaborate in-dash internally and externally among global teams in multiple languages. The team also relies on Hootsuite App Integrations to help share corporate and localized campaign messages globally: ‹‹ Sina Weibo: The Sina Weibo App also allows them to search, share, schedule and re-post content, monitor feeds, and view and post comments. Chinese marketers on Rockwell Automation’s APAC Team use the Sina Weibo App for Hootsuite to regionalize corporate content for Asian markets and report on its success via Weibo analytics. Sharing regional and global content simultaneously bridges social networks and emphasizes Rockwell Automation’s synchronized global social presence. The Results Together with Hootsuite URL tracking and analytics, PadillaCRT can track growth, campaign results, and referrals driven. The ROKstar six-week campaign resulted in 7,700 votes for ROKstar nominees and 11,500 unique visitors driven back to the Rockwell Automation website. This campaign was successful in building advocacy, recognizing customers and influencers, and increasing brand engagement. “Social media is a critical component of our company’s digital marketing strategy. So, it’s important we have a social media management tool in place helping us measure and report on results, monitor our brand and its competitors and drive efficiency into our processes, globally. Hootsuite Enterprise enables us to do just that.” Anthony Jones, Global Social Media Lead, Rockwell Automation