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MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
3M
Amber Campeau and
Suzy Langlois
Centralization across the enterprise
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Centralization Across
the Enterprise
SocialMedia.org
Member Meeting 39:
Chicago
2. All Rights Reserved.2 May 2016© 3M 3M Confidential.
What we’ll cover
• Re-architecture
• Future opportunity
• Technologies we use
• Refocus resources
s
Re-architecture
4. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Re-architecture
From
• Disparate proliferation of properties across corporate brand,
child brands, countries, businesses, markets, and products
• Disconnected efforts and budgets, low community engagement,
and inability to scale
To
• Consolidated presence of Parent Brand and Core Brands (with
local country relevance)
• Coordinated approach to targeting, engaging, and growing
audiences with relevant content
From decentralized with no governance to centralized with a focus on content
5. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Social Landscape Audit
• Over 600 known social properties with limited activity/growth = Need for consolidation
• Fragmented communities, inconsistent brand experience, insufficient resourcing, strategy not apparent =
Need for governance
5
40% of handles are inactive*
30% of channels have less than 1k views*
More than ½ of all pages grew less than 1%*
70% of pages are inactive*
Sample of 3M social properties across business groups and geographies *During measurement period 2015
6. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Company
3M
Market Expertise
Manufacturing
Market Expertise
Energy
Market Expertise
Health Care
Re-Architecting: LinkedIn Example
Content Process:
Country content - Submitted to global 3M to be posted on 3M
Company Page and geo-targeted
Business/market content – Submitted to global 3M for posting on
3M Market Showcase page
From To
Corporate
3M
Country
3M CA
Group
3M Careers
Business/ Market
Auto
Business/Market -
Country
3M Auto CA
Brand
Post-it
Brand – Country
Post-it CA
7. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Governance Foundation
• Updated our Social Media Standard
• Infographic
• Creation of 4 procedures
Governance
Affiliation Disclosures
Advertising
Employee Advocacy
+ More to come!
8. All Rights Reserved.2 May 2016© 3M 3M Confidential.
How
So we have a plan, but how do
we do it?
Working region by region, then network by
network. This approach gives us the ability
to assist with change management and
answer questions along the way.
Why
Why did we choose this
architecture?
In making the decision for the new social
landscape, we needed to take into account
the capability and nuances of each social
network.
What
If we were to start on social
media today, what would that
look like?
Our architecture reflects our brand
hierarchy. By re-architecting, we can focus
on building quality content, scalable
communities and precision marketing.
9. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Brandle
Inventory – AKA the “known”
• Approximately 680 social properties “known”
• 67% of properties will be consolidated
• Push & track adoption of enterprise tools
Discovery – AKA the “unknown”
• Hundreds to thousands
• Will need to identify owners &
consolidate/optimize, or take other actions
(IP claims, distributor education, etc)
10. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Brandle
Discovery
s
Future Opportunity
12. All Rights Reserved.2 May 2016© 3M 3M Confidential.
What additional opportunities
do we have?
• Consistency of branding
Clean up naming conventions in pages,
names, handles and URLs
Avatars – consistency, clear photos
• Centralize access/obtain passwords
• Activity
• Govern access
• Measurement
s
Tools we use
14. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Our Social Stack
Partner Role
Social Media Agency of Record
Security & Brand Protection
Social Relationship Platform (Publishing &
Moderation)
Social Listening & Analytics
Digital Asset Management
s
Refocus Resources
. All Rights Reserved.2 May 2016© 3M 3M Confidential. 16
Operations • From consulting to doing
• Grew from 2 to 15
• Team members have specialties, but work cross-functionally
17. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Focus: Content
Quality, cadence, collaboration & performance
Balance global consistency with local
relevancy
Create quality, shareable content
Our Pillars
What’s Possible
Cool science
Applied to Life
Expertise stories
In the Community
3Mgives, Diversity,
Sustainability,
STEM Events,
Partnerships
People inside 3M
Human stories
18. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Focus: Paid Social Media Advertising
Quality Content
Creation
• Interest
• Value
• Demand
Share to 3M Global
Social Channels
• Leverage brand power
• Increased organic
exposure
Promote via Paid
Social
• Maximum amplification
• Optimal Targeting
• Gets the right message
to the right person
19. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Focus: Demand Generation
• Social touchpoints span the journey
• Especially for B2B, demand generation
key role of social
• Drive users from social to the web
• Capture leads
• Nurture through sales & loyalty
• Directly attribute social impact on
revenue
20. All Rights Reserved.2 May 2016© 3M 3M Confidential.
Questions?
@arcampeau
linkedin.com/in/ambercampeau
@suzymaul
linkedin.com/in/suzymaullanglois
Amber Campeau
Social Media Strategist
Suzy Maul Langlois
Social Analytics Leader
twitter.com/3M
youtube.com/3M
facebook.com/3M
linkedin.com/company/3M
instagram.com/3M
MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings

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3M: Centralization across the enterprise, presented by Amber Campeau and Suzy Langlois

  • 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG 3M Amber Campeau and Suzy Langlois Centralization across the enterprise Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
  • 3. 2. All Rights Reserved.2 May 2016© 3M 3M Confidential. What we’ll cover • Re-architecture • Future opportunity • Technologies we use • Refocus resources
  • 5. 4. All Rights Reserved.2 May 2016© 3M 3M Confidential. Re-architecture From • Disparate proliferation of properties across corporate brand, child brands, countries, businesses, markets, and products • Disconnected efforts and budgets, low community engagement, and inability to scale To • Consolidated presence of Parent Brand and Core Brands (with local country relevance) • Coordinated approach to targeting, engaging, and growing audiences with relevant content From decentralized with no governance to centralized with a focus on content
  • 6. 5. All Rights Reserved.2 May 2016© 3M 3M Confidential. Social Landscape Audit • Over 600 known social properties with limited activity/growth = Need for consolidation • Fragmented communities, inconsistent brand experience, insufficient resourcing, strategy not apparent = Need for governance 5 40% of handles are inactive* 30% of channels have less than 1k views* More than ½ of all pages grew less than 1%* 70% of pages are inactive* Sample of 3M social properties across business groups and geographies *During measurement period 2015
  • 7. 6. All Rights Reserved.2 May 2016© 3M 3M Confidential. Company 3M Market Expertise Manufacturing Market Expertise Energy Market Expertise Health Care Re-Architecting: LinkedIn Example Content Process: Country content - Submitted to global 3M to be posted on 3M Company Page and geo-targeted Business/market content – Submitted to global 3M for posting on 3M Market Showcase page From To Corporate 3M Country 3M CA Group 3M Careers Business/ Market Auto Business/Market - Country 3M Auto CA Brand Post-it Brand – Country Post-it CA
  • 8. 7. All Rights Reserved.2 May 2016© 3M 3M Confidential. Governance Foundation • Updated our Social Media Standard • Infographic • Creation of 4 procedures Governance Affiliation Disclosures Advertising Employee Advocacy + More to come!
  • 9. 8. All Rights Reserved.2 May 2016© 3M 3M Confidential. How So we have a plan, but how do we do it? Working region by region, then network by network. This approach gives us the ability to assist with change management and answer questions along the way. Why Why did we choose this architecture? In making the decision for the new social landscape, we needed to take into account the capability and nuances of each social network. What If we were to start on social media today, what would that look like? Our architecture reflects our brand hierarchy. By re-architecting, we can focus on building quality content, scalable communities and precision marketing.
  • 10. 9. All Rights Reserved.2 May 2016© 3M 3M Confidential. Brandle Inventory – AKA the “known” • Approximately 680 social properties “known” • 67% of properties will be consolidated • Push & track adoption of enterprise tools Discovery – AKA the “unknown” • Hundreds to thousands • Will need to identify owners & consolidate/optimize, or take other actions (IP claims, distributor education, etc)
  • 11. 10. All Rights Reserved.2 May 2016© 3M 3M Confidential. Brandle Discovery
  • 13. 12. All Rights Reserved.2 May 2016© 3M 3M Confidential. What additional opportunities do we have? • Consistency of branding Clean up naming conventions in pages, names, handles and URLs Avatars – consistency, clear photos • Centralize access/obtain passwords • Activity • Govern access • Measurement
  • 15. 14. All Rights Reserved.2 May 2016© 3M 3M Confidential. Our Social Stack Partner Role Social Media Agency of Record Security & Brand Protection Social Relationship Platform (Publishing & Moderation) Social Listening & Analytics Digital Asset Management
  • 17. . All Rights Reserved.2 May 2016© 3M 3M Confidential. 16 Operations • From consulting to doing • Grew from 2 to 15 • Team members have specialties, but work cross-functionally
  • 18. 17. All Rights Reserved.2 May 2016© 3M 3M Confidential. Focus: Content Quality, cadence, collaboration & performance Balance global consistency with local relevancy Create quality, shareable content Our Pillars What’s Possible Cool science Applied to Life Expertise stories In the Community 3Mgives, Diversity, Sustainability, STEM Events, Partnerships People inside 3M Human stories
  • 19. 18. All Rights Reserved.2 May 2016© 3M 3M Confidential. Focus: Paid Social Media Advertising Quality Content Creation • Interest • Value • Demand Share to 3M Global Social Channels • Leverage brand power • Increased organic exposure Promote via Paid Social • Maximum amplification • Optimal Targeting • Gets the right message to the right person
  • 20. 19. All Rights Reserved.2 May 2016© 3M 3M Confidential. Focus: Demand Generation • Social touchpoints span the journey • Especially for B2B, demand generation key role of social • Drive users from social to the web • Capture leads • Nurture through sales & loyalty • Directly attribute social impact on revenue
  • 21. 20. All Rights Reserved.2 May 2016© 3M 3M Confidential. Questions? @arcampeau linkedin.com/in/ambercampeau @suzymaul linkedin.com/in/suzymaullanglois Amber Campeau Social Media Strategist Suzy Maul Langlois Social Analytics Leader twitter.com/3M youtube.com/3M facebook.com/3M linkedin.com/company/3M instagram.com/3M
  • 22. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016 Learn more about past and upcoming Member Meetings socialmedia.org/meetings