social media case study of emerson
DESCRIPTION
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 brandTRANSCRIPT
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