KATHERINE SCOTTTHERMO FISHER SCIENTIFIC
2The world leader in serving scienceKatherine ScottMarketing Specialist, Social Networking and OnlineMediaOvercoming Organ...
3Connections• Overcoming organizational barriers in content creation is allabout connections1.  Connections with customers...
4The ChallengeHow do we create and execute a rational social mediamarketing strategy with over a million products?
5The World Leader in Serving ScienceThe leading providerof analytical instruments, equipment, reagentsand consumables, sof...
6Challenges Within the ChallengeThe three brands are not very well understood by our customers
7Communication Across the Company39,000 employees across the globe
8Many Products, Too Many AccountsThermo Fisher Scientific (G)Thermo Scientific – Scientific Exchange (L)Thermo Fisher Scie...
9Brand and Corporate Accounts
10Showcasing the Company
11Communication Across the Company39,000 employees across the globe
12Organizing Around Vertical Markets• Each community would have a blog, and any supportingsocial media accounts on the net...
13Improving the WorkflowProteomicsFoodTestingWaterQualityAnalysisTechnologies that touchmultiple areas can touchmultiple b...
14Social Media Content Marketing MachineBlogContentWriting and Publishing Social Media MarketingMarketing AutomationAnalyt...
15Results• 10% of our socialaccounts eliminated• Monthly team calls witha group of ~35• Two vertical marketteam blogs and ...
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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Overcoming Organizational Barriers

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Presented by Katherine Scott, Marketing Specialist at Thermo Fisher Scientific, during Content Marketing Bootcamp Boston. #contentcamp

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Overcoming Organizational Barriers

  1. 1. KATHERINE SCOTTTHERMO FISHER SCIENTIFIC
  2. 2. 2The world leader in serving scienceKatherine ScottMarketing Specialist, Social Networking and OnlineMediaOvercoming Organizational Barriers
  3. 3. 3Connections• Overcoming organizational barriers in content creation is allabout connections1.  Connections with customers2.  Connections between employees3.  Connections between products aroundvertical markets
  4. 4. 4The ChallengeHow do we create and execute a rational social mediamarketing strategy with over a million products?
  5. 5. 5The World Leader in Serving ScienceThe leading providerof analytical instruments, equipment, reagentsand consumables, software and service forresearch, analysis, discoveryand specialty diagnosticsGlobal Scale•  39,000 employees in 40 countries•  Over $12 billion in annual revenues•  Unparalleled commercial reachUnmatched Depth•  Innovative technologies•  Applications expertise•  Laboratory productivity partnerLeading Brands
  6. 6. 6Challenges Within the ChallengeThe three brands are not very well understood by our customers
  7. 7. 7Communication Across the Company39,000 employees across the globe
  8. 8. 8Many Products, Too Many AccountsThermo Fisher Scientific (G)Thermo Scientific – Scientific Exchange (L)Thermo Fisher Scientific (L)Thermo Fisher Scientific Alumni (L)Thermo Fisher Scientific Careers (L)Fisher Clinical Services (L)Thermo Fisher Scientific Connections (L)Thermo Fisher Scientific – Rockford Career Opportunities (L)BRIMS – Biomarker Research Initiative in Mass Spectrometry (L)Thermo Fisher Financial Services (L)Thermo Fisher Scientific (Milwaukee) (L)Owl Separation Systems (L)Thermo SampleManager LIMS (L)Nautilus LIMS Professionals (L)Open Biosystems Refugees (L)Momentum Automation Software (L)Fans of Thermo Scientific Pierce Protein Products (L)Unity Lab Services Careers (L)BRIMS (F)Thermo Scientific (F)Thermo Scientific – Serving Science (F)Thermo Scientific – Serving Science (F)Thermo Scientific Pierce Protein Research (F)@thermosci@servingscience@thermosci_PI@procalcitonine@chromsolutions@PCT4Sepsis@biosafety@fishersci@FisherMy@thermofishersci@science_world@DionexUHPLC@nitonanalyzer@DionexPittcon@aboutsepsis@fisher_sci@ThermoFisherDC@FSCInst@ThermoSciDave@ThermoFisherFS@ThermoFisherUX@ThermoFisher@planetorbitrap@OrbitrapNews@nitonxrf@isitallergy@FisherSafety@labequipment_ukThermo Scientific NanoDrop Products (F)Thermo Scientific – Scientific Instrument Services (F)Thermo Scientific – Nalgene Lab (F)Thermo Scientific Nalgene Labware (F)Fisher Science Education (F)Thermo Fisher Scientific (F)Thermo Scientific Niton Analyzers (F)Fisher BioReagents (F)Fisher Chemical (F)Fisher Safety (F)Dr. Seymour Blue (F)Thermo Scientific LIFECYCLE Education Services (F)Thermo Scientific Laboratory Automation (F)Thermo Scientific POPs Center of Excellence (F)Is It Allergy? (F)Fisher Scientific NO (Norway) (F)Acros Organics (F)Fisher Scientific (France) (F)Fisher Scientific Malaysia (F)Think Mister Blue (F)Fisher Scientific Deutschland (F)Thermo Scientific Advancing Histology (F)Fisher Scientific UK (F)Seymour Blue (F)Best Invention Ever? (F)Thermo Scientific Molecular Spectroscopy (F)Thermo Scientific Microbiology Solutions (F)About Sepsis (F)Chromatography Solutions (F)Thermo Scientific Portable Analytical Instruments (G)Thermo Fisher Scientific (G)Rheometers, Viscometers (G)About Sepsis (G)ThermoScientific (Y)Thermo Scientific Centrifuges (Y)Thermo Scientific (Y)Thermo Scientific Portable XRF Analyzers (Y)Thermo Scientific Shakers (Y)Thermo Scientific Cold Storage (Y)Thermo Scientific NanoDrop (Y)Thermo Scientific Lab Automation (Y)Thermo Scientific UV-Vis (Y)Thermo Scientific Trace Elemental Analysis (Y)thermoscientificspec’s channel (Y)Fisher Scientific France (Y)Fisher Scientific UK (Y)Chromatography Consumables (Y)ThermoFisher Japan (Y)Microplate Stacking (Y)ThermoScientific3’s channel (Y)Thermo Sci Product Inspection (Y)Niton XRF Analyzers (Y)Life Science Research (Y)emarketinglsr (Y)Heating Equipment (Y)Monitoring Solutions (Y)autoliquidhandling (Y)Thermo Fisher Scientific|UHPLC+ Focused (Y)ImmunoCAP (Y)Finnzymes videos(Y)clinicalsinfo (Y)ChromSolution’s Channel (Y)incubatorsolutions (Y)Liquid Handling Solutions (Y)bioprocessing’s channel (Y)labwatersolution’s channel (Y)TFSFrance (Y)
  9. 9. 9Brand and Corporate Accounts
  10. 10. 10Showcasing the Company
  11. 11. 11Communication Across the Company39,000 employees across the globe
  12. 12. 12Organizing Around Vertical Markets• Each community would have a blog, and any supportingsocial media accounts on the networks that made sense forthemBiobankingFood Testing Is It Allergy?Mining Water QualityAnalysisProteomicsLaunchedLaunched
  13. 13. 13Improving the WorkflowProteomicsFoodTestingWaterQualityAnalysisTechnologies that touchmultiple areas can touchmultiple blogsMassSpectrometry
  14. 14. 14Social Media Content Marketing MachineBlogContentWriting and Publishing Social Media MarketingMarketing AutomationAnalytics
  15. 15. 15Results• 10% of our socialaccounts eliminated• Monthly team calls witha group of ~35• Two vertical marketteam blogs and 3 morelaunching by end of Q3
  16. 16. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

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