3M: Centralization across the enterprise, presented by Amber Campeau and Suzy Langlois
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In their SocialMedia.org Member Meeting case study presentation, 3M’s Amber Campeau and Suzy Langlois explain how they leveraged data to centralize social media across the enterprise. They discuss the re-architecture step by step from being decentralized with no governance, to becoming centralized with a focus on content.
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3M: Centralization across the enterprise, presented by Amber Campeau and Suzy Langlois
- 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG 3M Amber Campeau and Suzy Langlois Centralization across the enterprise Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
- 2. Centralization Across the Enterprise SocialMedia.org Member Meeting 39: Chicago
- 3. 2. All Rights Reserved.2 May 2016© 3M 3M Confidential. What we’ll cover • Re-architecture • Future opportunity • Technologies we use • Refocus resources
- 5. 4. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 6. 5. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 7. 6. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 8. 7. All Rights Reserved.2 May 2016© 3M 3M Confidential. Governance Foundation • Updated our Social Media Standard • Infographic • Creation of 4 procedures Governance Affiliation Disclosures Advertising Employee Advocacy + More to come!
- 9. 8. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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.
- 10. 9. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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)
- 11. 10. All Rights Reserved.2 May 2016© 3M 3M Confidential. Brandle Discovery
- 13. 12. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 14. s Tools we use
- 15. 14. All Rights Reserved.2 May 2016© 3M 3M Confidential. Our Social Stack Partner Role Social Media Agency of Record Security & Brand Protection Social Relationship Platform (Publishing & Moderation) Social Listening & Analytics Digital Asset Management
- 17. . All Rights Reserved.2 May 2016© 3M 3M Confidential. 16 Operations • From consulting to doing • Grew from 2 to 15 • Team members have specialties, but work cross-functionally
- 18. 17. All Rights Reserved.2 May 2016© 3M 3M Confidential. Focus: Content Quality, cadence, collaboration & performance Balance global consistency with local relevancy Create quality, shareable content Our Pillars What’s Possible Cool science Applied to Life Expertise stories In the Community 3Mgives, Diversity, Sustainability, STEM Events, Partnerships People inside 3M Human stories
- 19. 18. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 20. 19. All Rights Reserved.2 May 2016© 3M 3M Confidential. 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
- 21. 20. All Rights Reserved.2 May 2016© 3M 3M Confidential. Questions? @arcampeau linkedin.com/in/ambercampeau @suzymaul linkedin.com/in/suzymaullanglois Amber Campeau Social Media Strategist Suzy Maul Langlois Social Analytics Leader twitter.com/3M youtube.com/3M facebook.com/3M linkedin.com/company/3M instagram.com/3M
- 22. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016 Learn more about past and upcoming Member Meetings socialmedia.org/meetings