B-to-B EngagementIn Digital MarketingWinnie NgEmerson Climate Technologies, Asia

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2015 Emerson At-A-Glance

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Our Brand Promise –

CONSIDER IT SOLVED

“Emerson is where technology and engineering come together to create solutions for the benefit of our customers, driven without compromise for a world in action.”

Emerson 2015 – Celebrating the 125th Anniversary

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Through Five Business Platforms, Emerson Is Delivering On Our Brand Promise

Solving the process industry’s toughest challenges with predictable success any time, any place

Revolutionizing manufacturing to operate faster, more efficiently and cost effectively

Optimizing and deploying critical infrastructure for today’s mobile, always-on world

Innovating to help improve human comfort, safeguard food and protect the environment

Making projects easier, safer and more efficient for professionals, contractors and homeowners

Process Management

Industrial Automation

Network Power

Climate Technologies

Commercial & Residential Solutions

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EmersonClimate Technologies

Innovations that Help Improve Human Comfort, Safeguard Food and Protect the Environment

What We Deliver Heating, air conditioning, and refrigeration technologies for residential, commercial and industrial applications Industries served include:

SupermarketsConvenience StoresBox RetailCommercial BuildingsSchoolsMedical

Transport Cold StorageFood and BeverageIndustrial HeatingPharmaceuticalsConstruction

Our Brands Include Copeland Copeland Scroll Dixell Fusite ProAct Therm-O-Disc Vilter White-Rodgers

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Emerson Digital Marketing presence

Social Media–Weibo (2012)

WeChat (2014)

eCommerce –Alibaba (2014 Launch

2015 Uplift)

Website –China website (2013 revamp)

SEO/ Search –Baidu

keyword

Online Media–Youku

Professional Social Networking Services

Social Networking Services

Micro-blogging

Wikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation

based services

Professional Social Networking Services

Social Networking Services

Micro-bloggingWikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation based

services

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Views PeakAt 2289

Enquiries Several Tens per year

Followers Monthly average increased by 100

Pit-Stop!

2012 2014 2016Launch Weibo Launch WeChat Pit-stop Review!

Posts ~100 per year

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Content is not the King?!

• Content: • The most popular topics are usually related

to knowledge sharing, practical guidance and life style, and are told in social language.

• A good story should be “simple and interesting”.

• Interaction:• For followers profile identification• An effective way of attracting new followers• Vary to target different profile followersTarget 80% with Call-to-Action in all our

content

Reader friendly language

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Extend ReachUtilize multiple resources to enrich content• Media cooperation

– Cooperate with 3-4 selected trade media (Air-conditioning, heat-pump, etc.), influential media

– Leverage thought leading insights for media cooperation

• Key-Opinion-Leaders (KOL) endorsement: with cooperation on content and share

• WeChat Open Day

Warm-up Open Day Post-event

• One week prior to the Open Day

• Invite followers to join in, and collect questions in advance (in case some of them cannot join the interaction due to schedule conflict)

• One-hour real-time interaction with followers

• 18:00-19:00,Thursday

• One week after the Open Day• A summary of the FAQ

collected on Open Day with answers from company experts

• The summary could be leveraged for updating the guidebook for customer services

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Professional Social Networking Services

Social Networking Services

Micro-bloggingWikis

Q&A Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Closed-loop Mobile

MobileLocation based

services

Social Media

eCommerce

Website –

SEO/ Search

Online Media

Social Networking Services

Micro-blogging

Wikis

Q&A

Photo Sharing

MobileVideo

Sharing

Video Sharing

E-commerce

Omni-Channel• Integrate communications

across multiple platforms (WeChat, Weibo, Alibaba, Youku, official website, etc.)

Omni-Channel Strategy

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Increased Engagement

Views peak

2289 Over 3000

EnquiriesSeveral tens per year Over 100 in less

than a year

Followers Monthly average

increase by 200 – 100% growth

Posts ~100 per year

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Average Engagement RatioFor B2B Brands B2B

22.53 followers on Instagram;

15.88 followers on Pinterest;

5.99 on Facebook;

1.09 on LinkedIn;

and 0.86 on Twitter.

B-2-B Brand Median Performance

Social Media Audience Size For B2B

109,000 followers on LinkedIn

34,000 page likes on Facebook

18,000 followers on Twitter

3,000 followers on Instagram

and 420 followers on Pinterest

Note: Source from The 2016 Social Media Impact Report

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For further information…

An Integrated Marketer:• Over 10 Years In B2B Marketing –

Industrial Segment• Current Regional Coverage:

Asia, India & Middle East

LinkedIn Profilehttps://hk.linkedin.com/in/winniesavvy

Twitter @winnie_savvy

Wechat: winniengtsang

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