The document discusses Katherine Scott's efforts to overcome organizational barriers in content creation at Thermo Fisher Scientific. Some key challenges included having 39,000 employees across 40 countries, over a million products, and many duplicate social media accounts across the company's three main brands. Scott worked to connect employees, customers, and products around specific vertical markets. This included organizing blogs and social media accounts around verticals like proteomics, food testing, and water quality analysis. The goals were to improve workflow, create a social media content marketing machine, and consolidate duplicate accounts, with positive initial results.

1. KATHERINE SCOTT
THERMO FISHER SCIENTIFIC

2. 2
The world leader in serving science
Katherine Scott
Marketing Specialist, Social Networking and Online
Media
Overcoming Organizational Barriers

3. 3
Connections
• Overcoming organizational barriers in content creation is all
about connections
1. Connections with customers
2. Connections between employees
3. Connections between products around
vertical markets

4. 4
The Challenge
How do we create and execute a rational social media
marketing strategy with over a million products?

5. 5
The World Leader in Serving Science
The leading provider
of analytical instruments, equipment, reagents
and consumables, software and service for
research, analysis, discovery
and specialty diagnostics
Global Scale
• 39,000 employees in 40 countries
• Over $12 billion in annual revenues
• Unparalleled commercial reach
Unmatched Depth
• Innovative technologies
• Applications expertise
• Laboratory productivity partner
Leading Brands

6. 6
Challenges Within the Challenge
The three brands are not very well understood by our customers

7. 7
Communication Across the Company
39,000 employees across the globe

8. 8
Many Products, Too Many Accounts
Thermo Fisher Scientific (G)
Thermo Scientific – Scientific Exchange (L)
Thermo Fisher Scientific (L)
Thermo Fisher Scientific Alumni (L)
Thermo Fisher Scientific Careers (L)
Fisher Clinical Services (L)
Thermo Fisher Scientific Connections (L)
Thermo Fisher Scientific – Rockford Career Opportunities (L)
BRIMS – Biomarker Research Initiative in Mass Spectrometry (L)
Thermo Fisher Financial Services (L)
Thermo Fisher Scientific (Milwaukee) (L)
Owl Separation Systems (L)
Thermo SampleManager LIMS (L)
Nautilus LIMS Professionals (L)
Open Biosystems Refugees (L)
Momentum Automation Software (L)
Fans of Thermo Scientific Pierce Protein Products (L)
Unity Lab Services Careers (L)
BRIMS (F)Thermo Scientific (F)
Thermo Scientific – Serving Science (F)
Thermo Scientific – Serving Science (F)
Thermo Scientific Pierce Protein Research (F)
@thermosci
@servingscience
@thermosci_PI
@procalcitonine
@chromsolutions
@PCT4Sepsis
@biosafety
@fishersci
@FisherMy
@thermofishersci
@science_world
@DionexUHPLC
@nitonanalyzer
@DionexPittcon
@aboutsepsis
@fisher_sci
@ThermoFisherDC
@FSCInst
@ThermoSciDave
@ThermoFisherFS
@ThermoFisherUX
@ThermoFisher
@planetorbitrap
@OrbitrapNews
@nitonxrf
@isitallergy
@FisherSafety
@labequipment_uk
Thermo Scientific NanoDrop Products (F)
Thermo Scientific – Scientific Instrument Services (F)
Thermo Scientific – Nalgene Lab (F)
Thermo Scientific Nalgene Labware (F)
Fisher Science Education (F)
Thermo Fisher Scientific (F)
Thermo Scientific Niton Analyzers (F)
Fisher BioReagents (F)
Fisher Chemical (F)
Fisher Safety (F)
Dr. Seymour Blue (F)
Thermo Scientific LIFECYCLE Education Services (F)
Thermo Scientific Laboratory Automation (F)
Thermo Scientific POPs Center of Excellence (F)
Is It Allergy? (F)
Fisher Scientific NO (Norway) (F)
Acros Organics (F)
Fisher Scientific (France) (F)
Fisher Scientific Malaysia (F)
Think Mister Blue (F)
Fisher Scientific Deutschland (F)
Thermo Scientific Advancing Histology (F)
Fisher Scientific UK (F)
Seymour Blue (F)
Best Invention Ever? (F)
Thermo Scientific Molecular Spectroscopy (F)
Thermo Scientific Microbiology Solutions (F)
About Sepsis (F)
Chromatography Solutions (F)
Thermo Scientific Portable Analytical Instruments (G)
Thermo Fisher Scientific (G)
Rheometers, Viscometers (G)
About Sepsis (G)
ThermoScientific (Y)
Thermo Scientific Centrifuges (Y)
Thermo Scientific (Y)
Thermo Scientific Portable XRF Analyzers (Y)
Thermo Scientific Shakers (Y)
Thermo Scientific Cold Storage (Y)
Thermo Scientific NanoDrop (Y)
Thermo Scientific Lab Automation (Y)
Thermo Scientific UV-Vis (Y)
Thermo Scientific Trace Elemental Analysis (Y)
thermoscientificspec’s channel (Y)
Fisher Scientific France (Y)
Fisher Scientific UK (Y)
Chromatography Consumables (Y)
ThermoFisher Japan (Y)
Microplate Stacking (Y)
ThermoScientific3’s channel (Y)
Thermo Sci Product Inspection (Y)
Niton XRF Analyzers (Y)
Life Science Research (Y)
emarketinglsr (Y)
Heating Equipment (Y)Monitoring Solutions (Y)
autoliquidhandling (Y)
Thermo Fisher Scientific|UHPLC+ Focused (Y)
ImmunoCAP (Y)
Finnzymes videos(Y)
clinicalsinfo (Y)
ChromSolution’s Channel (Y)
incubatorsolutions (Y)
Liquid Handling Solutions (Y)
bioprocessing’s channel (Y)
labwatersolution’s channel (Y)
TFSFrance (Y)

9. 9
Brand and Corporate Accounts

10. 10
Showcasing the Company

11. 11
Communication Across the Company
39,000 employees across the globe

12. 12
Organizing Around Vertical Markets
• Each community would have a blog, and any supporting
social media accounts on the networks that made sense for
them
Biobanking
Food Testing Is It Allergy?
Mining Water Quality
Analysis
Proteomics
Launched
Launched

13. 13
Improving the Workflow
Proteomics
Food
Testing
Water
Quality
Analysis
Technologies that touch
multiple areas can touch
multiple blogs
Mass
Spectrometry

14. 14
Social Media Content Marketing Machine
Blog
Content
Writing and Publishing Social Media Marketing
Marketing Automation
Analytics

15. 15
Results
• 10% of our social
accounts eliminated
• Monthly team calls with
a group of ~35
• Two vertical market
team blogs and 3 more
launching by end of Q3

16. CONTENT MARKETING
BOOTCAMP BOSTON
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