On December 7, 2009, in conjunction with event planning company Vok Dams, EASTWEST PR presented a proposal for an internal public relations strategy for Bayer CropScience in Beijing.
7. Lower crop commodity prices (compared with 2008) lead to less financial investment in agrochemicals.6 Source:
8.
9. With a 20 % market share, Bayer CropScience is the market leader in the crop science industry. (Source: www.bayercropscience.com.cn)
10. Asia represents key business for Bayer CropScience – 15.1% of global sales, while China is the second largest marketplace for Bayer CropScience in Asia. (Source: www.bayercropscience.com.cn)
11. In China, there are above 2,000 fertilizer and agricultural chemical manufacturers, only 2% of them have patent-protected products. (Source: www.pesticide.com.cn)7
34. Engagement and Branding Events (Provided by Vok Dams) Conversation Employee Involvement Print Desktop Communications Interactive SMS 18
35. Conversation Giving a sense of Voice Questions to find out what the employees think about: A) Bayer B) Competition C) The market Audit will be benchmark of success 19 Employee Audit
36. Employee Involvement Creating Loyalty and Incentive Contest to find out the Bayer Employee of the Month Nominated by colleagues Evaluated by management Awards in terms of cash & prizes 20 Who is the ONE?
37. 21 Print Concept “The One Culture Card” Newsletter Brochures Magazines Signage boards in canteens
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39. Can be updated in real-time giving up-to-the-minute information and alerts
42. Creating Conversations Content Aggregation: The collection, storing and linking of content I.e., any content written or created Distribution and Seeding: Disseminate content and links to relevant channels I.e., press release, blog post, news alert Engagement: Engagement are the conversations we have on-line It is our role to start or join these conversations 23
43. Tools for Conversation Directly Engage with Employees via Familiar Tools Social Networking Sites All employees join Bayer CropScience Group Creates a sense of community Tools: Wealink, Kaixin, Renren Instant Messaging Directly engage with employees with messaging and news Adds a personal element – sense of value Tools: QQ, MSN Corporate Blog Latest company news with tips To be seen as a valuable resource 24