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Social Media case study of Emerson
The document outlines a social media marketing case study conducted by Emerson Climate Technologies between July and September 2010, aimed at enhancing awareness and engagement for the Emerson Cup in the HVAC industry. It highlights various stages of execution, including influencer engagement, contest participation, and content sharing, resulting in a significant increase in interactions, followers, and website traffic. Ultimately, application numbers for the Emerson Cup doubled compared to the previous year, reflecting the effectiveness of their social media strategies.
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Social Media case study of Emerson
- 1. A Social MediaMarketing Case Study July 15th to September 30th , 2010
- 2. Background An initiative byEmerson 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
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- 6. Stages of execution •Connectedwith 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
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- 8. Built a FacebookFanpage
- 9. Created a Twitterhandle @TheEmersonCup
- 10. Launched a YouTubechannel
- 11. Created presence onSlideshare
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- 14. Used Social Networksto create awareness
- 15. Disseminated information aboutthe Cup online Received over 1000 views Got the release published on heavily moderated Social Media release sites
- 16. Other sources ofnews dissemination tapped into World News pulled up videos from The Emerson Cup’s Youtube channel giving the videos more visibility
- 17. Participated in conversationson discussion forums Indian Architecture net Participated on Architecture and Energy Efficiency discussion forums Targeted both Indian and South East Asian forums
- 18. Commented on blogposts 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 thepower of influencers Blogger Sevenby3 put up this information in a permanent sidebar which lists events
- 21. Engaged with Technoratirecognized bloggers A professional architect from Philippines who writes about sustainability, and architecture
- 22. Posts from moreSouth 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 ApplyNow Tab The Cup Tab
- 24. Beat the HeatContest to engage with fans Industry based contest to directly reach niche audience
- 25. Phenomenal participation received 328new fans in 15 days and over 436 responses on 25 posts! Participation generated across South East Asia and India
- 26. Winner announced onthe Tab Winner announced prominently on tab to generate excitement Created the Wall of fame to give recognition to the runner-ups
- 27. Win a NetbookContest takes engagement to the next level HVAC based contest to reach students and professionals
- 28. User Participation basedcontest Over 355 responses generated over 44 posts
- 29. Overwhelming queries forCup application Enquiries generated through Facebook contests and posts
- 30. Wide spread awarenessvia 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 PhotoAlbums and photo posts fetched 32 responses over 4 albums.
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- 33. Used Facebook tocreate thought leadership Industry updates and information shared to establish Emerson Cup as a thought leader and knowledge provider
- 34. Used hashtags tocapture trending topics
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- 36. Rapid rise ininteractions Registered a 7x increase in no of interactions per post in 3 months
- 37. Increase in thenumber of fans Steady increase to 1010 in 3 months!
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- 39. Unique visitors achievedto the micro site More than 250% rise in unique visitors to the micro site after Social Media activities began
- 40. Total hits achievedfor the microsite Almost 500% rise in the hits achieved to the micro site once Social Media was used
- 41. And Finally.. Application forthe Emerson Cup were double this year!!!
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Editor's Notes
- #15 Question for Sandhya – should highlights border be changed