A Social Media Marketing Case Study

July 15th to September 30th, 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

EngagementBuilt 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:1.Anthropogenic (man-made) Global Warming2.HVAC3.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