3m: centralization across the enterprise, presented by amber campeau and suzy langlois

MEM

BER MEETIN

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CIALMEDIA.ORG

3MAmber Campeau and Suzy LangloisCentralization across the enterprise

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Member Meeting 39Chicago5-3-2016

Centralization Acrossthe 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


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


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


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


Governance Foundation

• Updated our Social Media Standard

• Infographic

• Creation of 4 procedures

Governance

Affiliation Disclosures

Advertising

Employee Advocacy

+ More to come!


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.


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)


BrandleDiscovery

s

Future Opportunity


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


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


Focus: ContentQuality, cadence, collaboration & performance

Balance global consistency with local relevancy

Create quality, shareable content

Our Pillars

What’s Possible Cool science

Applied to LifeExpertise stories

In the Community3Mgives, Diversity, Sustainability, STEM Events, Partnerships

People inside 3MHuman stories


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


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


Questions?

@arcampeau

linkedin.com/in/ambercampeau

@suzymaul

linkedin.com/in/suzymaullanglois

Amber CampeauSocial Media Strategist

Suzy Maul LangloisSocial Analytics Leader

twitter.com/3M

youtube.com/3M

facebook.com/3M

linkedin.com/company/3M

instagram.com/3M

MEM

BER MEETIN

G 39

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CIALMEDIA.ORG

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