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