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.

1. 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.

2. 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

3. 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