sis thu 1045 david reynolds gooch
TRANSCRIPT
Interactive Marketing Transformation @3M
Wisdom of the Ancients applied to the Twitter era
David Reynolds-Gooch
3M Group Manager, Interactive Marketing
Our Speak…
… Customer Reality
Whatever is done, though, will clearly involve
an attempt at a major personality overhaul.
“It‟s kind of like 3M,” says Bogusky, who calls
Microsoft “smart as fu@k.” 3M is “a very cool
company, but I don‟t think if you see a roll of
Scotch tape, anyone‟s going, „I‟ve
gotta party with these people.‟”
Fast Company—June 1, 2008
“Well begun is half done.”
Aristotle:
Greek critic, philosopher, physicist, & zoologist
(384 BC - 322 BC)
3M Diversity:
Strength & Challenge
- Consumer & Office
- Display & Graphics
- Electro & Communication
- Health Care
- Industrial & Transportation
- Safety, Security & Protection
“Follow the trail of smokestacks
to new customers. People on
production lines often know far
more about a plant’s needs
than those in the front office.”
William McKnight, 3M Founder
“The unexamined life is not worth living.”
Socrates: Athens (469 BC - 399 BC)
twitter handle: @Agora
Frenemies
Marketing & Sales
3M.com
Conversion Optimization
- Skin and Wound Care
(Improve Where-2-Buy conversions)
- Occupational Health & Environmental Safety
(Improve product detail page findability)
- Commercial Graphics
(Improve product detail page findability)
- Privacy Filters
(Improve online purchase path)
- Scotch-Brite products
(Improve product views & W2Buy conversions)
“I think, therefore I am.”
Rene Descartes (1596-1660)
Twitter Handle: @ITweetErgoIThink
A larger conversation
Forrester 2010
Listening & Responding
- Ratings and Reviews
- The Good & Bad
Amazon
- A+ Content
- Breaking Barriers
- Customer Intent
Finds Our Content
Customer service outreach
Find and engage with
brand evangelists/influencers
Detect potential problems
Pre-launch buzz for new products
Uncover opportunities…
new products, usages
Capture industry trends
Benchmark the competition
Refine our communication
language and images
“You can never step in the same river twice.”
Heraclitus: (540 BC - 480 BC)
Linked-In: QuickStep
Millennials
- Priority 1: Lifestyle
- Seek
Feedback, Involvement &
decision making power
- The Digital Generation
- Aren’t afraid to fail
“I don’t want to belong to any club that will have me.”
Groucho Marx
David Reynolds-Gooch
@DReynoldsGooch