The document summarizes ABB China's 2012 university innovation contest. It describes the objectives of building ABB's image as an innovative company and accessing talent. Over 2,700 students from over 500 universities registered, with targeted social media invitations generating the most visits. Submissions increased following reminder notices. Judges from ABB and external experts reviewed submissions over 4 rounds. Seventeen teams from top universities were awarded, with over half from ABB's target schools. A press conference promoted the event results through various media outlets.

1. Corporate Communications, ABB China, Dec. 7, 2012
2012 ABB China Innovation Contest
Campaign summary and review
© ABB Group
December 7, 2012 | Slide 1

2. Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
© ABB Group
December 7, 2012 | Slide 2

3. Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
© ABB Group
December 7, 2012 | Slide 3

4. 2012 ABB university innovation contest
Objectives
 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
1st round: July 26
April, 2012 May 14 by June 30 by Aug. 31 2nd round: Aug.18 Oct. 12
3rd round: Sept. 7
4th round: Oct. 10
© ABB Group
December 7, 2012 | Slide 4

5. Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
© ABB Group
December 7, 2012 | Slide 5

6. Promotional matrix
Multi channels
 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
*Comparison of registrations with
other companies
Promotional matrix triggers *154,123 visits
 2 rounds of “targeted  Weekly promotion
invitations” sent to relevant on 17 key target +16%
students via social media Promotion universities' BBS
*Targeted
 110, 902 visits generated invitation via BBS  12,338 visits +177%
generated
 Advertisement on partner’s  Posters in 17 key
portal target universities
Ad. on Poster in
 26,193 visits generated dajie.com campus
ABB Company 1- Company
a foreign 2- a foreign
telecom competitor
*Target Invitation: Invitation letters are sent to students majoring in power/automation-related departments. company company
*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.
© ABB Group
December 7, 2012 | Slide 6

7. 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
Visit ration for different online
promotional channels
Accumulated visits to contest portal May 21 – July 1
Target invitation sent
Target invitation sent
Accumulated number of registration May 14 – June 30
Target invitation sent
Target invitation sent
Univ. BBS Others, eg.
weibo & web
© ABB Group
December 7, 2012 | Slide 7

8. Work submission status
Ratio: 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)

9. Online interaction
Further engage participants
 Channels
 Contest BBS (51 discussions)
 Group e-mail
 ABB China Weibo
 Topics
 Contest tips
 Knowledge share
 Q&A
 Event logistics
© ABB Group
December 7, 2012 | Slide 9

10. ABB official weibo promotional campaign
Engage 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

11. Breakdown of universities with most entries
8 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
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
47
Technology *
Shanghai University* 45
Tianjin University * 43
Nanjing University of Aeronautics and
40
Astronautics
Zhejiang University * 37
Wuhan University * 33
China University of Mining and Technology 32
* ABB’s target universities
© ABB Group
December 7, 2012 | Slide 11

12. Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
© ABB Group
December 7, 2012 | Slide 12

13. Review by internal and external judges
Objectiveness and fairness
• Composition of judges
• Internal: 6 ( 3 from CRC, 1 from
DMPSLP 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
© ABB Group
December 7, 2012 | Slide 13

14. Content
About the contest
Pre-event promotion
Panel review
Onsite event and post event coverage
© ABB Group
December 7, 2012 | Slide 14

15. Event snapshots
17 teams are awarded
 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%)
© ABB Group
December 7, 2012 | Slide 15

16. Press conference
Promote 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
www.ifeng.com Chinanews.com.cn Gkong.com Tudou.com
© ABB Group
December 7, 2012 | Slide 16

17. © ABB Group
December 7, 2012 | Slide 17