3. 3Copyrights 2016
Our Brand Promise –
CONSIDER IT SOLVED
“Emerson is where technology
and engineering come together
to create solutions for the benefit
of our customers, driven without
compromise for a world in action.”
Emerson 2015 – Celebrating the 125th Anniversary
4. 4Copyrights 2016
Through Five Business Platforms,
Emerson Is Delivering On Our Brand Promise
Solving the
process industry’s
toughest
challenges with
predictable
success any time,
any place
Revolutionizing
manufacturing to
operate faster,
more efficiently
and cost effectively
Optimizing and
deploying critical
infrastructure for
today’s mobile,
always-on world
Innovating to help
improve human
comfort, safeguard
food and protect
the environment
Making projects
easier, safer and
more efficient for
professionals,
contractors and
homeowners
Process
Management
Industrial
Automation
Network
Power
Climate
Technologies
Commercial &
Residential
Solutions
5. 5Copyrights 2016
Emerson
Climate Technologies
Innovations that Help Improve Human Comfort,
Safeguard Food and Protect the Environment
What We Deliver
Heating, air conditioning, and refrigeration
technologies for residential, commercial and
industrial applications
Industries served include:
Supermarkets
Convenience Stores
Box Retail
Commercial Buildings
Schools
Medical
Transport
Cold Storage
Food and Beverage
Industrial Heating
Pharmaceuticals
Construction
Our Brands Include
Copeland Copeland Scroll Dixell Fusite
ProAct Therm-O-Disc Vilter White-Rodgers
6. 6Copyrights 2016
Emerson
Digital Marketing presence
Social Media–
Weibo (2012)
WeChat (2014)
eCommerce –
Alibaba (2014 Launch
2015 Uplift)
Website –
China website
(2013 revamp)
SEO/ Search –
Baidu
keyword
Online Media–
Youku
Professional Social
Networking Services
Social Networking
Services
Micro-
blogging
Wikis
Q&A Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location
based services
Professional Social
Networking Services
Social Networking
Services
Micro-
bloggingWikis
Q&A
Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location based
services
7. 7Copyrights 2016
Views Peak
At 2289
Enquiries
Several Tens per year
Followers
Monthly average
increased by 100
Pit-Stop!
2012 2014 2016
Launch Weibo Launch WeChat Pit-stop Review!
Posts
~100 per year
8. 8Copyrights 2016
Content is not the King?!
• Content:
• The most popular topics are usually related
to knowledge sharing, practical guidance
and life style, and are told in social
language.
• A good story should be “simple and
interesting”.
• Interaction:
• For followers profile identification
• An effective way of attracting new followers
• Vary to target different profile followers
Target 80% with Call-to-Action in all our
content
Reader friendly language
9. 9Copyrights 2016
Extend Reach
Utilize multiple resources to enrich content
• Media cooperation
– Cooperate with 3-4 selected trade media (Air-conditioning, heat-
pump, etc.), influential media
– Leverage thought leading insights for media cooperation
• Key-Opinion-Leaders (KOL) endorsement: with
cooperation on content and share
• WeChat Open Day
Warm-up Open Day Post-event
• One week prior to the
Open Day
• Invite followers to join in,
and collect questions in
advance (in case some of
them cannot join the
interaction due to
schedule conflict)
• One-hour real-time
interaction with followers
• 18:00-19:00,Thursday
• One week after the Open Day
• A summary of the FAQ
collected on Open Day with
answers from company
experts
• The summary could be
leveraged for updating the
guidebook for customer
services
10. 10Copyrights 2016
Professional Social
Networking Services
Social Networking
Services
Micro-
bloggingWikis
Q&A
Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Closed-loop
Mobile
Mobile
Location based
services
Social Media
eCommerce
Website –
SEO/
Search
Online
Media
Social Networking
Services
Micro-
blogging
Wikis
Q&A
Photo
Sharing
Mobile
Video
Sharing
Video
Sharing
E-commerce
Omni-Channel
• Integrate communications
across multiple platforms
(WeChat, Weibo, Alibaba,
Youku, official website,
etc.)
Omni-Channel Strategy
11. 11Copyrights 2016
Increased Engagement
Views
peak
2289 Over 3000
Enquiries
Several tens per year
Over 100 in less
than a year
Followers
Monthly average
increase by 200 –
100% growth
Posts
~100 per year
13. 13Copyrights 2016
For further information…
An Integrated Marketer:
• Over 10 Years In B2B Marketing –
Industrial Segment
• Current Regional Coverage:
Asia, India & Middle East
LinkedIn Profile
https://hk.linkedin.com/in/winniesavvy
Twitter @winnie_savvy
Wechat: winniengtsang
