Social Media case study of Emerson

A Social Media Marketing Case Study July 15 th to September 30 th , 2010

Background
An initiative by Emerson Climate Technologies to recognize outstanding innovations and designs in the air-conditioning and refrigeration industry
Target audience included HVAC professionals, architects, and students amongst others
5 award categories were judged by an international panel of judges
Reached out to various countries like India, Hong Kong, Singapore, Philippines, Indonesia, Thailand and Malaysia

Objectives

Challenges

Stages of execution

Stages of execution
Connected with influencers
Used industry related contests
Engagement
Shared information related to HVAC and Energy Efficiency across platforms
Shared case studies highlighting Emerson products and solutions
Thought Leadership

Stage I Established Presence

Built a Facebook Fanpage

Created a Twitter handle @TheEmersonCup

Launched a YouTube channel

Created presence on Slideshare

Stage II Created Awareness

Platforms Utilized

Used Social Networks to create awareness

Disseminated information about the Cup online Received over 1000 views Got the release published on heavily moderated Social Media release sites

Other sources of news dissemination tapped into World News pulled up videos from The Emerson Cup’s Youtube channel giving the videos more visibility

Participated in conversations on discussion forums Indian Architecture net Participated on Architecture and Energy Efficiency discussion forums Targeted both Indian and South East Asian forums

Commented on blog posts with information about the Cup Commented on Blog posts related to architecture and energy efficiency to reach relevant audience

Stage III Engagement Built relationships, engaged in online conversations

Tapped into the power of influencers Blogger Sevenby3 put up this information in a permanent sidebar which lists events

Engaged with Technorati recognized bloggers A professional architect from Philippines who writes about sustainability, and architecture

Posts from more South East Asian architects A builder and a green advocate did an elaborate write up to highlight everything about the Emerson Cup and also mentioned our social media efforts

Customization on Facebook Apply Now Tab The Cup Tab

Beat the Heat Contest to engage with fans Industry based contest to directly reach niche audience

Phenomenal participation received 328 new fans in 15 days and over 436 responses on 25 posts ! Participation generated across South East Asia and India

Winner announced on the Tab Winner announced prominently on tab to generate excitement Created the Wall of fame to give recognition to the runner-ups

Win a Netbook Contest takes engagement to the next level HVAC based contest to reach students and professionals

User Participation based contest Over 355 responses generated over 44 posts

Overwhelming queries for Cup application Enquiries generated through Facebook contests and posts

Wide spread awareness via retweets and listings Got 72 retweets translating into more visibility across larger audiences
Featured on relevant lists:
Anthropogenic (man-made) Global Warming
HVAC
Overseas

Acknowledged contest winners Photo Albums and photo posts fetched 32 responses over 4 albums.

Stage IV Established Thought Leadership

Used Facebook to create thought leadership Industry updates and information shared to establish Emerson Cup as a thought leader and knowledge provider

Used hashtags to capture trending topics

Results

Rapid rise in interactions Registered a 7x increase in no of interactions per post in 3 months

Increase in the number of fans Steady increase to 1010 in 3 months!

Growth on Twitter

Unique visitors achieved to the micro site More than 250% rise in unique visitors to the micro site after Social Media activities began

Total hits achieved for the microsite Almost 500% rise in the hits achieved to the micro site once Social Media was used

And Finally.. Application for the Emerson Cup were double this year!!!

Thank you

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Social Media case study of Emerson

by Windchimes Communications Pvt Ltd

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