CASE STUDY: How 3M is driving brand relevance across a diverse audience through social and digital
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1) 3M aims to improve brand relevance by developing a unified platform to align its diverse business groups and drive engagement with core audiences. 2) Part of this effort includes aligning 3M's brand architecture and digital assets to better understand how customers search for information. 3) 3M wants to create a strong visual and verbal identity to cut through clutter and effectively engage audiences across social media platforms with a consistent content strategy and measurement of results.
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CASE STUDY: How 3M is driving brand relevance across a diverse audience through social and digital
- 1. Driving brand relevance Simon Edwards – Area brand and marketing communications leader, West Europe
- 2. 2. All Rights Reserved.23 June 2015© 3M 3M Confidential. 3M… who…? Our Vision 3M Technology Advancing Every Company 3M Products Enhancing Every Home 3M Innovation Improving Every Life
- 3. 3. All Rights Reserved.23 June 2015© 3M 3M Confidential. 3M Science is how the hard work gets done. How the toughest problem gets solved. patents 100,000 © 3M 2015. All Rights Reserved. 3M Confidential.
- 4. 4. All Rights Reserved.23 June 2015© 3M 2014 sales Industrial Health Care Consumer Safety & Graphics Electronics & Energy Target audience
- 5. 5 A lot of people don’t know who 3M is, and those who do struggle to understand what we actually do. . All Rights Reserved.23 June 2015© 3M
- 6. 6. All Rights Reserved.23 June 2015© 3M 3M Confidential. U.S . Canad a Latin Americ a Wester n Europe Central/ Eastern Europe Middle East/ Africa Greate r China Asia Pacifi c Over 550 social properties
- 7. <Customer Picture> 7am Instagram 9am Mobile News Noon LinkedIn 2pm Mobile Twitter 6pm Facebook 9pm Hulu / YouTube A Day in the Life
- 8. 8. All Rights Reserved.23 June 2015© 3M 3M Confidential. Unify our presence into one vibrant 3M
- 9. 3M Confidential Outcome: 1) Develop single idea, a platform to unite diverse business groups and drive relevance & engagement to our core target audiences 2) Align our brand architecture and digital platforms, to how our customers look and search for information 3) Create a strong visual and verbal identity 4) Harmonise social platforms 5) Develop and deploy content strategy 6) Measurement framework
- 10. 10
- 11. Expertise categories align to key customers and markets Automotive Health Care Manufacturing Safety Energy Consumer Electronics Commercial Solutions Transportation Communications Design & Construction Mining, Oil & Gas 11
- 12. LEVEL 2+ SUB-CATEGORIES TO SEGMENT HUBS LEVEL 1 EXPERTISE CATEGORIES PRODUCT DETAIL PRODUCT DETAIL LEVEL 0 HOMEPAGE PRODUCT CATALOG PRODUCT GALLERY LANDING PAGES 3M.COM FUZE EXPERIENCE
- 13. Brand activation on social platforms Expanded business relevant content •Build audience (followers) Curate target audience relevant content •Increase subscribers Connecting audiences with content •Followers Broad audience engagement •Likes and followers Image strategy •High quality image and video content •Followers Marketing effectiveness Brand engagement Long term brand health
- 15. On average, five times as many people read the headline as the body copy. When you have written your headline, you have spent eighty cents of your dollar 15
- 17. Video Social 3rd Party Continuous Data Feedback Loop eCommerce Content Creation 3m.com Audience Understanding Primary insights Expertise and interest targeting Customer targeted Community focused Social Platform Ratings and Reviews Integrated with Purchase Pathways Community Management Performance-based real-time optimization and quarterly dashboards Campaign Management Programmatic Media/Search Content Syndication Paid Media Channels Social / Mobile / Local Expertise Categories Customer Service Always On, Responsive Marketing: Road Map 17
- 18. Video links 18 Rainy Night Safety Sweet Dreams Manufacturing Favourite visitor Health Care Social posts #Lifewith3M
- 19. 19. All Rights Reserved.23 June 2015© 3M 3M Confidential. Where We’ve Been Successful… 2014 Fan Growth Follower Growth Follower Growth View Growth 44.95% 35,783 Total 281.77% 4,230 Total 57.09% 378,852 Total 33% 347,076 Total As of 5/5 329.4 K YTD 2015 Fan Growth Follower Growth Follower Growth View Growth 8,655.4% 3,132,940 Total 10,698.1% 456,758 Total 12.3% 425,495 Total 232% 1,152,396 Total
- 20. Summary: 1) Speak with one voice - develop single idea, a platform to unite business groups and drive relevance & engagement to core target audiences 2) Understand your customer journey - align brand architecture and digital platforms, to how customers look and search for information 3) Cut through the clutter - create a strong visual and verbal identity 4) Policy versus strategy - harmonise social platforms 5) Engage your audiences - develop and deploy content strategy 6) Measure the engagements which count – don’t just count
- 21. Contact details: E: sedwards2@3M.com T: +44 7920727001
Editor's Notes
- The essence of 3M is this: put smart and creative people in an environment that allows them to thrive. Here’s a snapshot of how it all comes together. Through our five business groups, we turn our ideas into ingenious products that improve lives.
- Global and local Trustworthy, reliable Some association with innovation Internally focused collaboration Successful, steady, predictable Relevant to the past Conservative, traditional Quality, trust, reliability, durability Non-differentiated vs. other branded products No emotional connection
- Audit Findings Prolific fragmentation Low volumes Inconsistent brand experience Little to no activity Questionable strategy