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3M Case Studies-FINAL
- 1. © WAA 2012. All Who Is WAA? An integrated marketing agency that addresses our client’s business goals ‘and’ provides a consistent, multi-touch point online experience for their customers. We provide fluid and meaningful dialogues with audiences who have the device, access and skills to look beyond marketing messages to support their purchasing decision.
- 2. © WAA 2012. All
- 3. © WAA 2012. All Actionable Insights & Metrics
- 5. © WAA 2012. All Capture, Engage & Refer Ready-To-Buy Leads • Develop a YouTube brand channel to capture and engage leads • Optimise titles, descriptions, playlists and tags to increase search visibility and drive traffic to the 3M ESPE website • Create annotations to encourage subscriptions and comments THE COMMERCIAL IDEA • Product video viewers are 85% more likely to buy than those who don’t • 4G and a new app will make YouTube video content more accessible than ever • Video content warms leads and drives traffic to purchasing options THE INSIGHT
- 6. © WAA 2012. All Capture, Engage & Refer Ready-To-Buy Leads • Monthly views increased from 700 to 17,000 with a year • 50% increase in referral traffic to the 3M ESPE website • ROI earned back within 2 months THE BUSINESS CREATED 700 view s 17,0 00 view s
- 8. © WAA 2012. All Taking a Top Performer to the Next Level • Write engaging titles and descriptions with CTAs and optimal keyword density • Optimise tags using top-performing, highly relevant keyphrases • Create annotations for each video to stimulate likes, subscriptions, comments and further video views THE COMMERCIAL IDEA • YouTube video views were stagnating , which highlighted a need for fresh , optimised content • Annotations have become increasingly important in driving traffic, stimulating channel interaction and maximising visibility in search THE INSIGHT
- 9. © WAA 2012. All Taking a Top Performer to the Next Level • We achieved a record- breaking 21,800 views in a month improving the previous record by over 4,000 views • Dwindling traffic increased from 2,983 to 5,712 views per week in just one month THE BUSINESS CREATED The Befor e The After
- 10. © WAA 2012. All The Anatomy of an Optimised YouTube Channel Optimise d Titles Annotations Clickable Banner Channel Design Optimised Description s
- 11. Post-it® Mobile © WAA 2012. All
- 12. © WAA 2012. All Mobile Options to Engage & Drive Sales • A national ad campaign to reinvigorate the 3M Post-it Super Sticky brand • A microsite with rich media web banner • Optimise microsite for mobile • Add a free sample request option to capture data and reward loyal customers THE COMMERCIAL IDEA • Mobile searches have quadrupled in the last year • One in five visitors access a website using a mobile device • 71% perform a mobile search after viewing an advertisement • 79% of smartphone users shop with their device THE INSIGHT
- 13. © WAA 2012. All Mobile Options to Engage & Drive Sales • The ad went viral with social links on Twitter and Facebook • 25,000 people requested a free sample and left their details • The value of the clean data alone covered the cost of the campaign THE BUSINESS CREATED 25,000 forms completed 25,000 request s
- 14. 3M ESPE SEO © WAA 2012. All
- 15. © WAA 2012. All Mirroring Customer Search Behaviour • Optimise the 3M ESPE website using advanced SEO tactics • Analyse competitor keyword strategies and sources of quality traffic • Use findings to inform the keyword and title tag strategies • Drive targeted traffic to the site and reduce bounce rate THE COMMERCIAL IDEA • Google algorithm updates rewards compelling content and user journeys driven by semantics • Businesses that understand customer behaviour are 100% more likely to win the ranking wars THE INSIGHT
- 16. © WAA 2012. All Mirroring Customer Search Behaviour • Traffic to the 3M ESPE site rose by 50% within one month of optimising the title tags • Website traffic continues to rise as content optimisation continues, ensuring maximum conversion THE BUSINESS CREATED Optim ised Title Tags 50% increase in traffic Optimise d title tags
- 17. 3M ESPE Information Architecture © WAA 2012. All
- 18. © WAA 2012. All DeliveringanEngaging&OptimisedSite Experience • Extensive functionality scoping and detailed planning to deliver optimised site architecture • Compelling design to engage the user • Usability testing to ensure the site resonates with 3M ESPE customers THE COMMERCIAL IDEA • 55% of users can’t find what they are looking for on 3M websites • 3M ESPE’s existing site was dated, poorly structured and offered an uninspiring user experience THE INSIGHT
- 19. © WAA 2012. All DeliveringanEngaging&OptimisedSite Experience • We delivered a 140-page website with optimised IA across 17 countries in 12 months • Most visited European 3M site with 244,000 unique visitors in the last year THE BUSINESS CREATED
- 20. © WAA 2012. All Using Customer Behaviour to Inform Great IA 244,000 unique visitors in 12 months
- 22. © WAA 2012. All IncreasingDateCaptureViaProductPage Promotions • Increase visibility of promotions throughout site • Simplified user journeys via search and site navigation • Clear expandable content within existing product pages THE COMMERCIAL IDEA • CRM is critical to the success of effective B2B communications • Customer registration is the first key engagement metric to inform an effective CRM programme • Value added content drives registration THE INSIGHT
- 23. © WAA 2012. All IncreasingDateCaptureViaProductPage Promotions • We provided a template to simplify the user journey and maximise data capture • We delivered clear EWCD build instructions to make the replication process easier THE BUSINESS CREATED Adding value with optimised data capture
- 25. © WAA 2012. All Actionable Insight From Landscape Analysis • Use a leading listening platform to analyse key social media channels • Extensive data mining to collect data for analysis and interpretation • Develop a report covering share of voice, common topics, sentiment, audience platforms, and competitors THE COMMERCIAL IDEA • Focus groups can be tedious, expensive and often misleading • Listening platforms provide accurate data in real time • 3M SS&PS were unclear which products were being talked about and the volume of conversation THE INSIGHT
- 26. © WAA 2012. All Actionable Insight From Landscape Analysis • We gained a comprehensive understanding of most active audiences, report buzz volume, user activity, country variances and competitor performance • Recommended genuine actionable tactics to boost social presence THE BUSINESS CREATED
- 27. Staples Microsite © WAA 2012. All
- 28. © WAA 2012. All GuidingCustomerstoConversiononDistributor Websites • Create an engaging microsite with need-focused information architecture to encourage cross and upselling • Use innovative design to grab users’ attention at the key point of conversion without making them feel distracted THE COMMERCIAL IDEA • The 3M dealer site, Staples, did not allow 3M to group products by need or usage • Visitors to the dealer site have usually made their buying decision, highlighting a key conversion point in the sales cycle THE INSIGHT
- 29. © WAA 2012. All GuidingCustomerstoConversiononDistributor Websites • We delivered a need- focused template to drive interaction, click-throughs and sales • We ensured that the template could be easily replicated across brands and countries THE BUSINESS CREATED Need focused Easy to replicate
- 30. Evander iPhone App © WAA 2012. All
- 31. © WAA 2012. All Driving Traffic by Beating the Burglar • Create an iPhone app with a website version for desktop users • Launch would coincide with National Home Security Week, which would be hijacked by WAA on behalf of Evander to raise the profile of home security issues THE COMMERCIAL IDEA • Evander wanted a cost-effective way for customers and prospects to survey their home and get security advice • They wanted to provide a home security survey tool in the form of an app • 20% of consumers say a good time to upgrade security is when they move THE INSIGHT
- 32. © WAA 2012. All Driving Traffic by Beating the Burglar • In one week, the Beat the Burglar app achieved nearly 200 downloads in a small utilities market • The app is currently rated at 4 out of 5 by users who downloaded it THE BUSINESS CREATED
- 34. © WAA 2012. All DrivingCampaignVisibility&Viralitywith Facebook • A Hello London ‘Smile Photo’ competition on the Post-it France site • Share the top 20 photos with visitors to allow them to vote for their favourites • Use Post-it France’s Facebook page to support voting functionality, providing greater visibility and virality THE COMMERCIAL IDEA • Facebook provides a cost effective, simple way of supporting campaigns • Competitions and promotions can be shared quickly with thousands of users • Facebook amplifies campaign visibility and virality THE INSIGHT
- 35. © WAA 2012. All DrivingCampaignVisibility&Viralitywith Facebook • 2,000+ Facebook votes registered • Voting activity displayed 23,000 times on Facebook wall posts • Campaign visibility far exceeded the capacity of the Post-it site THE BUSINESS CREATED 2,000 Facebook votes
- 37. © WAA 2012. All Driving Gym Membership During Peak Season • Transform Esporta into a healthy lifestyle brand, not just a health club • Create a proposition combining fitness, relaxation, refreshment and socialising • Create a Resolution Amnesty where broken resolutions can be swapped for a free guest pass THE COMMERCIAL IDEA • Member acquisition is vital to gyms, but price influences the buying decision • Esporta tasked us with acquiring 6,200 members in a short time frame • We needed a great reason to justify paying twice the price of a normal gym THE INSIGHT
- 38. © WAA 2012. All Driving Gym Membership During Peak Season • Our ‘Escapism’ campaign drove 112,000 visitors to the website • Resolution Amnesty had a PR reach of 2.6 million and attracted 7,000 new members within weeks • £6.72m revenue growth achieved with an ROI of 6.3:1 THE BUSINESS CREATED 112,000 Site visitors 7,000+ New members