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
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
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
14.
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
16.
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
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
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