CES Report

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

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Notes: The data listed in the table above includes UPS official Weibo and WeChat platforms



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.



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



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.

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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.



Timeline of Activities (May 5 – Jun 3 )

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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


• UPS insights regarding technology consumption

13-May 6

• Day 2 informative session recap and remind of Day 3 informative session


• 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



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.

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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% - -



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.

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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% - -



Project Performance Effective Ratio

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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%



CES Asia 2016Pre-event



Campaign Launch Organic Results on Weibo

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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


14Weibo Engagements


3Weibo Engagements


6Weibo Engagements



Campaign Launch Paid Results on Weibo



Paid KOL @全球科技IT数码：A popular Weibo account introduces the latest news about IT, technology and mobile.



Campaign Launch Organic Results on WeChat

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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!



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.


2,098Weibo Engagements

Quiz: UPS & CES Asia Trivia ContestOrganic results on Weibo

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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!



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@Techweb: Official Weibo account of TechWeb

website, an interaction platform for technology

Quiz: UPS & CES Trivia ContestPaid results on Weibo



CES Asia 2016During-event



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.







4.254Digital Impressions





293Weibo

Engagements


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.

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3Weibo Engagements





293Weibo

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.

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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



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.



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.



CES Asia 2016Post-event



Review of CES Asia 2016Organic results on WeChat

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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



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？



Infographic tweet on Weibo

UPS Weibo





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.



Long Tweet Regarding IoT Trends on Weibo

UPS Weibo

24Weibo Engagements



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.



Long tweet & infographic



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

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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.

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Thank You!

CES Report

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