This social media case study highlights the work done by Windchimes Communications is promoting the Emerson Cup and generating participation with the users with the brand

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

2. 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

3. Objectives

4. Challenges

5. Stages of execution

6. 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

7. Stage I
Established Presence

8. Built a Facebook Fanpage

9. Created a Twitter handle @TheEmersonCup

10. Launched a YouTube channel

11. Created presence on Slideshare

12. Stage II
Created
Awareness

13. Platforms Utilized

14. Used Social Networks to create awareness

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

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

17. 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

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

19. Stage III
Engagement
Built relationships, engaged in online conversations

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

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

22. 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

23. Customization on Facebook
Apply Now Tab
The Cup Tab

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

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

26. 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

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

28. User Participation based contest
Over 355
responses
generated over
44 posts

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

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

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

32. Stage IV
Established
Thought Leadership

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

34. Used hashtags to capture trending topics

35. Results

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

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

38. Growth on Twitter

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

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

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

42. Thank you