$137.8B U.S. ad spend for top 200 advertisers
Karla Leskovsky, who has been at Emerson Climate Technologies for 10 years, spearheaded the division's social media efforts in 2009 as marketing communications manager and was named social media manager shortly thereafter. In her current role, she runs social media strategies for all of Emerson Climate Technologies' brands, including Emerson Electronics, Emerson System Controls, Emerson Thermostats and Emerson Transportation Solutions. Emerson Climate Technologies is a division of 123-year-old Emerson Electric Co. “In 2009, social media was very new in our industry,” Leskovsky said, referring to the core audience of contractors, installers and facility managers. “Now, social is part of our whole marketing strategy.” Last year, in recognition of Emerson Climate Technologies' 25th anniversary and the shipment of its 100 millionth Copeland Scroll Compressor—a product used in commercial refrigeration and air conditioning—Leskovsky created a Facebook contest. For the contest, Emerson employees at eight manufacturing plants around the world created works of art based on scroll compressors and posted pictures on Facebook. Employees, partners and customers could vote on their favorite creations. Emerson hoped to gain 1,000 votes; by the end of the contest, it had received 135,000. Leskovsky is responsible for sharing social media strategies with her marketing counterparts around the globe. This includes helping them set up social media accounts, measure their efforts and improve search rankings. She is also working on globally expanding Emerson's Climate Conversations blog, which debuted in October and offers thought leadership from company subject matter experts on such topics as energy conservation, food safety and environmental protection. “My goal is to make it more global and start some conversations with people in the Middle East, Asia and Latin America, and come up with a content plan,” Leskovsky said.