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Driving brand relevanceSimon Edwards – Area brand and marketing communications leader, West Europe
2. All Rights Reserved.May 1, 2023© 3M 3M Confidential.
3M… who…?
Our Vision3M Technology Advancing Every Company3M Products Enhancing Every Home3M Innovation Improving Every Life
3. All Rights Reserved.May 1, 2023© 3M 3M Confidential.
3M Science is how the hard work gets done.How the toughest problem gets solved.
patents100,000
© 3M 2015. All Rights Reserved. 3M Confidential.
4. All Rights Reserved.May 1, 2023© 3M
2014 sales
Industrial Health Care Consumer Safety & Graphics
Electronics & Energy
Target audience
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.May 1, 2023© 3M
6. All Rights Reserved.May 1, 2023© 3M 3M Confidential.
U.S
.
Canada
Latin Americ
a
Western
Europe
Central/
Eastern
Europe
Middle
East/Africa Great
er China
Asia Pacifi
c
Over 550 social properties
<Customer
Picture>
7am Instagra
m
9am Mobile News
Noon LinkedIn
2pm Mobile Twitter
6pm Facebook
9pm Hulu / YouTube
A Day in the Life
8. All Rights Reserved.May 1, 2023© 3M 3M Confidential.
Unify our presence into one vibrant 3M
3M Confidential
Outcome:
1) Develop single idea, a platform to unite diverse business groups and drive relevance & engagement to our core target audiences2) Align our brand architecture and digital platforms, to how our customers look and search for information3) Create a strong visual and verbal identity4) Harmonise social platforms5) Develop and deploy content strategy6) Measurement framework
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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
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LEVEL 2+SUB-CATEGORIES TO SEGMENT HUBS
LEVEL 1EXPERTISE CATEGORIES
PRODUCT DETAILPRODUCT DETAIL
LEVEL 0HOMEPAGE
PRODUCT CATALOGPRODUCT GALLERYLANDING PAGES
3M.COM FUZE EXPERIENCE
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
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
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Video
Social
3rd Party
Continuous Data Feedback Loop
eCommerce
Content Creation 3m.comAudience
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
Video links
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Rainy NightSafety
Sweet DreamsManufacturing
Favourite visitorHealth Care
Social posts #Lifewith3M
19. All Rights Reserved.May 1, 2023© 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
Summary:
1) Speak with one voice - develop single idea, a platform to unite business groups and drive relevance & engagement to core target audiences2) Understand your customer journey - align brand architecture and digital platforms, to how customers look and search for information3) Cut through the clutter - create a strong visual and verbal identity4) Policy versus strategy - harmonise social platforms5) Engage your audiences - develop and deploy content strategy6) Measure the engagements which count – don’t just count
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