Kathy Button Bell's presentation "The Smart Difference: Agents of Change in a Social World" at the BMA Carolinas on 1/9/13.

1. THE SMART DIFFERENCE
Agents of Change in a Social World Kathy Button Bell

2. Discovering and Bringing our message Establishing our Separating ourselves
developing our to the marketplace presence as a from the pack
brand identity. and creating global player and and affirming
momentum. thought leader. our leadership.
DEFINING PROMOTING ARRIVING DIFFERENTIATING

3. PERCENT OF SALES PERCENT OF SALES
BY GEOGRAPHY BY SEGMENT
AT A GLANCE
 Founded
Middle East Commercial & in 1890
Latin & Africa Residential Solutions
America  Headquartered
5% 8% in St.
5%
Louis, Missouri,
Climate Process USA
Technologies Management
Europe
22%
United States 16% 28%  $24.2 billion
& Canada
in sales (2011)
45% Industrial
Automation Network  Approximately
Asia 21% Power
23% 133,000
27%
employees
worldwide

6.  #1 Market  Bottom-line  Growth
Position(s)  Rigid  Responsive
 Longevity  Bureaucratic  Customer-focused
 Reliability  Insular  Initiative
 Excellence  Risk averse Leader/Innovator
 Management  Follower  Connected
 Slow
LEVERAGE TRANSFORM INSTILL

8. Product Brand Corporate and Product Brands Corporate Brand
only working together only
FREESTANDING ENDORSED
OVERBRAND MASTERBRAND
BRAND BRAND
The organization “Source” brand Individual business A single brand spans
consists of independent provides the business unit or product brands a set of offerings that
stand-alone brands, or product with an operate under strong operate only with
each with little/no aura of credibility family brand. Dual level descriptive offerings
connection to parent of communications;
leverages credibility
of source
Source: Interbrand

9. All three
Sell the elements must
Emerson Brand work together
EMERSON
in order to
achieve
BUSINESS
Sell our marketing
industry expertise
PLATFORM and solutions objectives
Sell individual
BUSINESS
products

10. $7.0B $6.8B $5.3B $4.0B $1.8B
 Control Valves  AC & DC Power  Alternators  Compressors  Food Waste
Systems Disposers
 Measurement  Fluid Control  Controls
Devices  OEM Embedded  Plumbing Tools
 Ultrasonic
Power
 Wireless Devices Welding  Wet/Dry Vacuums
 Precision Cooling  Mobile Point-of-
Systems Care Carts
 Access & Control
(KVM)
 Power Switching
& Controls

11. USE ACTIVE BRANDING
TO AMPLIFY OUR VOICE
We Must Participate in
the Larger Conversation
Operate in the Stay Forever Young
Create Value and Earn
Help People Seek Participants, Now – Available –
Attention Through
Pursue Purpose Not Targets Wherever Listen, Learn, and
Content
People Are Respond
Source: Digitas

12. DEFINE PAIN
Marketing SOLUTION VISION
SOLUTION VALUE
CONCEPT
LAUNCH &
MARKET IDEA CONCEPT DEVELOPMENT DESIGN & RAMP
PRODUCTION PRODUCTION
RESEARCH GENERATION FEASIBILITY & PROJECT DEVELOPMENT UP
START-UP
PLANNING

13. New-to-the- New-to-the-
BUSINESS WORLD
MINOR MAJOR
Revisions Revisions

15. Design language reflects Emerson’s improving high tech image

16. E2 Terminal Box for Copeland Scroll with P510
Case Control
iPro Smart Contactor Variable Speed Drive

17. PRINT
CONFERENCES DIRECT MAIL
TRADE SHOWS PROMOTIONS
TRADITIONAL
MEDIA
PEERS PEERS
PROSPECTS SALES AND
INDUSTRY BUSINESS BUSINESS INDUSTRY
AND RELATIONSHIP
EXPERTS NETWORK NETWORK EXPERTS
CLIENTS MANAGERS
CUSTOMERS
CLIENTS
SEARCH INTERACTIVE
ENGINES ADS
DIGITAL
SOCIAL
WEBINARS
NETWORKS
COMMUNITY
PODCAST
FORUMS
TWITTER/RSS MOBILE
BLOGS WEBSITES COMMUNITIES

18. Only
of B2B firms are BUT B2B firms
using social media, are not as active
compared to engage on a daily
in their social
82% of B2C firms. basis, compared with
media activity.
52% of B2C firms.
EXECUTIVE DEDICATED USE OUTSIDE
100% INVOLVEMENT RELEVANT STAFF AGENCY
80%
High Yes Yes Yes
60%
40%
20%
Low No No No
0%
Mashable: State of B2B Social Media Marketing

19. Guiding Principles of the Digital Dialogue
Let’s Join the Greater Conversation
Trust Content Experience
Authentic Relevance Fast
Engagement Dynamic Intuitive
Easily
Interactive Objective Accessible
Cultivation Integrated
Responsive
GLOBAL CONVERSATION
Two Way Sharing – Authentic – Transparent

20. PAID OWNED EARNED
Like, Share,
Comment, Tweet
Source: Digitas
Implement social strategy – Create voice for Emerson
Optimization of
Aggregate content showcasing and reputation of strong
ad campaign
innovation stories thought leadership

21. “Corporate social media will facilitate collaboration and
knowledge in very decentralized environments.” – KORN FERRY

23. New
Visitors Returning
Visitors
Unique
Visitors
Average 1,440 Total
Number Visits
of Pages 2,203
Viewed
Total Page Views 9,000
Average Time on Site
Social Shares
of visits of visits

25. Nearly 75% of All Emerson Mentions Occurred on Twitter
Emerson_News Followers Grew by 100% YTD
Total Emerson MentionsMentions 557,394
Total Emerson Twitter Followers
RIDGIDtoday 4232
EmersonEmPower 3821
Emerson_News 3557
JimCahill 3067
Overall 2012 Mentions = tweet, blog/forum post, article EmersonClimate 2917
EmersonProcessManagement 2013
86,181 29,587 36,408 405,218 EmrsnNPDataCntr
EmersonEmbComputing
1548
1518
Blogs Forums News Twitter CopelandScroll 1508
ClosestMaid 1309
DeltaV 1291
EmersonExchange 945
Rosemount Anlytical 824
Media types delineated
RAIhome 757
ASCOValve 586
CT_Emerson 445
Emerson_Charlie 400
InSinkErator 385
FisherValves
MicroMotion 361
384
Bill_Morrison
Emerson_MX 343
381
EmrsnNPTelecom 265
ASCO_Process 261
Jack Pouchet 248
Steve_Hassell 179
RIDGID_Europe 175
ChristopAmstutz 161
Emerson_DScottBarbour 152

26. UNDERSTANDING THE RISKS
Must first understand
the amplifying effect
on risk that already
exists
Must second
understand the new
risks that did not
previously exist

27. …There is Direct Legal Risk
• Employment Law • Discovery
• Securities Law • Consumer Protection
• Confidentiality • Commercial Torts
• Data Management • Privacy/Data Security
• Intellectual Property • Third-Party IP
• International Trade • Defamation
• Idea Submission • Third-party terms
• Service of Process • Agency

28. Emerson’s Guidelines for “Social Behavior”
Never guess, speculate or offer opinions in areas if you are unsure
whether you are right. If you do offer an opinion, make sure it is known
that you are only stating your personal opinion.
1. BE TRANSPARENT 5. BE ACCURATE
Identify who you are and what you Check your facts, properly credit your
do at Emerson in your posts. information sources and follow copyright
and “fair use” laws.
2. BE RESPONSIVE
Check for postings frequently and try 6. BE RESPECTFUL
to respond to comments or questions Do not post anything you wouldn’t want
within 24 hours. your manager to read.
3. BE ENGAGING 7. BE WEB SAVVY
Dialogue is the key. Listen and engage Be thoughtful about what you publish.
in two-way conversations. And know Even if you delete it, your post can
when to take a conversation offline. live online forever.
4. BE MINDFUL 8. BE AN EXPERT
Never reveal confidential or sensitive Offer your knowledge to others!
information. When in doubt, ask first.

29. Creating Change
Training an Army of Young Social Networkers
aaaaaaaaaaaaaaaaaa

30. Showcase Our Young, Smart Talent in
the Annual Report – Online Annual Report
PROCESS

31. Leveraging Our “Third Wave” of Young Executives
Sharing Their Views Through Gateway

32. New Emerson Careers Website Highlights
The Smart Difference

33. We're going to drive our growth …
We can't sit back on our ass
and wait for it to come to us.
- DAVE FARR (REUTERS, 2012)

34. $3.27
earnings
per share
55 consecutive years
of increased dividends ...
EMR is one of only a handful of
public companies with 50+ years
of increased dividends
$1.38
dividends
per share
2002 earnings per share is before the $1.12 per share
cumulative effect of a change in accounting principle.
$0.01 1956 - 2011