1. 3M Electrical Pink Hard Hats Facebook Strategy
Objective
To increase awareness inthe utilityindustry of 3M’s PinkHard Hat initiative.
Research
 The onlymentionof PinkHard Hats onFacebookwe were able tofindwason a communitypage
called“The PinkHard Hat Crew.”Thispage doesnotpost regularlyandhasonly96 likes.
 AmericanCancerSociety’sFacebookpage hasover960,000 page likes.Theyhave 1-2postsper
day ontheirpage.
Recommendations
Posting
 3-5 postsperweek:these postswill be avarietyof text,linkandphotoposts. Anydirection
and/orcontentfrom3M iswelcomed,asthere isa limitedamountof contentcurrently.
 These postswill followthe followingweekly formula:
o 1 “serious”posttopromote and informfollowersaboutbreastcancerand3M’s
awarenesseffortsandthe importance of wearingahardhat.
o 1 postfeaturinglinemenwearinghardhats.
 Picture fromutilitycompaniesshowingsupport
o 1 “fun”post with a cartoon,meme,linemanjokeoran interactive question.
 Aside fromwearingyourpinkhardhat,what are youdoingto supportbreast
cancer awareness?
 LIKE thisif you gota few secondlooksthe firstdayyouwore yourpinkhard hat!
 Keepcalmand keepthe poweron
 If real womenmarryelectricians,real menwearpink.
 A postthat says “Real menwearpink”witha photoof an electricianinapink
hard hat that says, “Electricians know whatiswatt”.
Giveaway
 Run a giveawaytocelebrate the page reaching5,000 likes.
o Cartooncaptioncontest where we’ll choose 5randompeople fromthe commentsto
receive afree pinkhardhat.
Tabs
 BreastCancer Awareness:aninfographicof variousfactsaboutbreastcancer and a linkto ACS
to learnmore.
 Your Pink:a tab where people cansubmitphotosof themselves/co-workerswearingtheir3M
PinkHard Hat.
 Get a PinkHard Hat: a formfor individual pinkhardhatrequests.Onthistabwe will alsodirect
people lookingforbulkordersto3M.com/pinkhardhats.
CoverPhoto
 The cover photocan be occasionallyupdatedtokeepthe page fresh.
GuidingPrinciples
1. Broadermarketingefforts

2. a. Facebookneedstobe consideredwhendiscussingoverall marketingefforts.Any3M
PinkHard Hat collateral shouldinclude the Facebooklogoand link/URL.How can
Facebookhelpothermarketinginitiatives?Make sure all marketingeffortsare
interconnected.
2. Authenticbrandvoice
a. Bringthe brandpersonalitywith anauthenticandconsistentvoice.The 3MElectrical
PinkHard Hat page’sbrand voice is still developingbutismovinginthe directionof alot
of EMD’s marketingmaterials,andthatisof 3M beingunderstandingof anelectricians
workand life;however,the difference forthispage isfoundinthe compassionof the
cause-basedmarketingefforts. Additionally,the page’svoice impartstrustandloyalty
amongstthe target,much like EMD’s productsdo.
3. Make itinteractive
a. Share,engage,create a two-wayconversation.
b. Create contentthat fanswouldbe excitedtopassalong.
4. Nurture relationships
a. Keepcontentfreshtobuildlong-termfanrelationships.
5. Keeplearning
a. Adjuststrategyaccordingto results. Whatdoour fansfindmostinteresting?Whatisthe
besttime to post?Do photos,linksortextpostsperformbetter?
b. Since the launchof the 3M Electrical PinkHardHats Facebookpage,ithas become
apparentthat there isa needfora more mainstreamedprocessforgettingindividuals
PinkHard Hat purchase information.Currently,dependingonwhere the followeris
locatedinthe U.S., theyare directedtoa specificSalesRepfortheirregion.Itwouldbe
ideal,if we couldpostone answerforeveryone.Thiswouldhelpinacouple ways:
i. It makesitquickerandeasierforthe individualswantingaPinkHardHat to get
the informationtheyare lookingfor.Askingthemtotake several stepstoget
the informationmightmake themlesslikelytofollowthrough.
ii. It putsthat informationonthe page foreveryone elsetosee aswell because we
won’thave to ask the requestingindividual foradirect message.
c. From September’sanalyticswe have foundmostof the page’sfansare online from
3pm-8pm.The lowesttrafficdaysare ThursdaysandFridays.We will planfuture posting
to accommodate whatwe’ve learned.
Measuresof Success
We will measure successof thiscampaignbasedonanumberof factors. Reportswill be done monthly
on the following:
 Page likesandunlikes
 Postreach
 Comments
 Shares
 Sentiment
 Linktracking
By lookingatall of these factors,we will be able todetermine success. We are lookingforsteady
commentingonpostsas well aslikesandclicks. Importance will be placedongainingawareness,which
will be evaluatedmore sothroughpostengagement.
Afterthree months, we will doafull analysisof the page’ssuccessandmake suggestionsastothe future
directionof the campaign.

3. Growth Strategy
Witha setmonthlybudget,we willuse acombinationof Like andEngagementAdstoincrease reachfor
the 3M PinkHard Hats Facebookpage.We suggesttargetingthe following audience:
 Location:All UnitedStates
 Age:18+
 Interests:Electrician,Lineman(occupation), FallenLinemenorganization,rural electrification,
powerlineman, National Associationof Electrical Distributers,National Electrical Contractors
Association,National Rural ElectricCooperativeAssociation
 Potential Reach:1,000,000
Facebook Like Ads
Like Adswill be usedtoincrease the page’sfollowing.
PostEngagementAds
Because someone hasLikedthe page,doesn’tmeantheywill seeeverypostfromthe page intheirNews
Feed.Facebookalgorithmfordeterminingif the page’spostshowsupinsomeone’sNewsFeedis
determinedbyfourcategories:
1. The person’spreviousinteractionswithyourpage
a. The more someone engageswithapage,the more likelytheywill seethe page’sposts
intheirNewsFeed.
2. The person’spreviousinteractionswiththe posttype
a. If the person engagesmore withphotos,links ortextposts,that’swhatthey’re more
likelytosee intheirNewsFeed.
3. Reactionsfromuserswhoalreadysaw the post
a. The more Facebookusersengage withapost,the more likelyotherpeople will be
shownthe post.
4. Amountof complaintsfornegative feedback
a. The more usersgive negative feedbacktoa post,the lesslikelytheyare tosee that post.
To combat this algorithm,we will promotethe page’spoststoincrease reach.
AmericanCancerSociety’sFacebookPage
See if ACSwouldbe willingtoshare one of ourpage’spostsor tag usin a post ontheirpage.Thiswould
give usexposure totheiraudience andhopefullyincrease ourreach.
Like and Postto OtherOrganizations’FacebookPages
To draw more of the targetaudience we’re lookingfor,MOSAKand3M will worktogethertoidentify
Facebookgroupsthat targetthose inthe utilityindustry.We will Likethose pagesas3MElectrical Pink
Hard Hat andif appropriate,we willposttotheirpageswithourmessaging.
Exit Strategy
Shouldthe campaignend,we have three optionsashow to proceed.
 Option1: Posta publicmessage informingcurrentfollowersthatthe page will be deletedonXX
date,and provide alink/email todirectanyquestions.We will thendelete the page altogether
on that date.
 Option2 (Recommended):Postapublicmessage informingcurrentfollowersthatthe page will
stopits regularpostinguntil furthernotice andprovidealink/email todirectanyquestions.This
way,shouldthe campaignrelaunch,we wouldn’thave tostart fromscratch.

4.  Option 3: In orderto change the name of a page,a phone orutilitybill isrequiredtoprove the
name of the organization.Chancesare thatFacebookwill notapprove aname change from3M
Electrical PinkHardHats to 3M Electrical Markets Division(oranythingsimilar).Thisissetupto
protectthe fans,but it issomethingwe couldlookintoshouldthe needarise.