3M is a large multinational company with annual UK sales of £860 million and over 75,000 employees worldwide. It produces over 55,000 products across many industries that people interact with on average 17 times per day. The document discusses 3M's social media strategy and examples of how social media has helped 3M connect with customers, gain new business opportunities, and improve customer service. It also outlines 3M's vision for further integrating social media into its marketing, sales, and business operations going forward.
#SPSChicago Keynote: Lead the Enterprise Social Revolution #shifthappens
3M Social B2B Engagement
1. 3M Corporate Marketing & Communications
Public Affairs http://uk.linkedin.com/in/kirstieheneghan
kheneghan@mmm.com
@kjhen2010
Kirstie Heneghan
Social Business Manager
3M UK & Ireland
3M Technology 3M Products 3M Innovation
Advancing Enhancing Improving
Every Company Every Home Every Life
3. 3M Corporate Marketing & Communications
Diversity and Scale brings Challenges!
• 3M UK & Ireland annual sales approximately £860 million*
*2010 sales
• 3,000 employees in UK, more than 75,000 worldwide
• 15% culture – employees encouraged to use time to
pursue ideas outside their normal job responsibilities
• 3M has more than 55,000 products and 4,000 brands
• On average you will interact with a 3M product or
technology at least 17 times a day
• Leader in scores of markets - from healthcare and
safety to abrasives and adhesives.
• Apply our technologies, often in combination, to meet
3
real world customer needs.
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
4. 3M Corporate Marketing & Communications
4
Social Media Strategy
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
5. 3M Corporate Marketing & Communications
Integrate Social
Media into our
Marketing Mix
5
3M CONFIDENTIAL
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
6. 3M Corporate Marketing & Communications
Rules Voice
Roles
Manage
On
Spot
Check Objective Engagement Content
Plan
One
Target Budget
Measure Who
6
Kirstie Heneghan @kjhen2010
8. 3M Corporate Marketing & Communications
Social is about “Word of Mouth” so it‟s as
„old as the hills‟ and only new in the way
8 technololgy gives it amplification/scale.
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
9. 3M Corporate Marketing & Communications
In a B2B social media world, marketing is an ANNUITY...
“According to Wikipedia, an annuity refers to any terminating
stream of fixed payments over a specified period. B2B social media
marketing functions as a marketing annuity. It delivers website
visits, leads and customers over time, long after the work and
budget for the social media tactic have become a distant memory.”
“Annuities Facilitate Scale... scale isn't a function of marketing
budget spend. Instead, scale becomes about consistency and
efficiency.”
The B2B Social Media Book, Kipp Bodnar & Jeffrey Cohen
9
Kirstie Heneghan @kjhen2010
10. 3M Corporate Marketing & Communications
$4.2m opportunity for thermal products
MAY 78 contacts – including engineering “bench to bench”
2012 as well as departmental heads, Directors & VP‟s
Used for new product launch and bulletins
Escalated our cost savings to VP‟s & Directors
Our products provide $750 of saving
Increase thermal performance
Strategic supplier engagement and global relationship
10
Kirstie Heneghan @kjhen2010
11. 3M Corporate Marketing & Communications
3M™ VentureShield™ Dealers were trained on how to set up
11
Facebook pages and how to conduct business on social.
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
12. 3M Corporate Marketing & Communications
3MVentureShield.co.uk incorporates selected photographs from
dealer social pages to inform end users on quality of installation.
12
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
13. 3M Corporate Marketing & Communications
Who are they
connected to?
Do they
„share‟ about
related
products?
What do they
like and act
upon?
Knowing more about customers
13
Kirstie Heneghan @kjhen2010
14. 3M Corporate Marketing & Communications
While monitoring mentions of 3M on Twitter, we spotted
a customer request for help in Canada...
On a Friday we saw a „tweet‟ from a customer looking for a contact in 3M Canada:
So we offered to help and asked for more details:
Customer responded with their requirement – Vikuiti – and location - Toronto:
14
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
15. 3M Corporate Marketing & Communications
Customer was active online, so by simple search, it was quick and
easy to find his details and establish his „value‟...
From company website:
Telephone number and
business address.
Website also shows
From his Twitter profile: clients include several big
Works in digital marketing companies including
And has a lot of followers Panasonic, Sony Ericsson
From his LinkedIn profile:
on Twitter – could be President of a digital agency and http://www.quizative.com/
influential? previously senior manager in a top
http://twitter.com/adriancapo agency (Publicis) – important potential
customer for 3M Rear Projection Film
Also very well connected on LinkedIn.
http://ca.linkedin.com/in/adriancapobianco
15
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
16. 3M Corporate Marketing & Communications
Using the 3M network on Yammer (and email), we found a 3M
Canada sales representative to give a customer demo (same day!)
Monday morning
(UK time)
https://www.yammer.com/mmm.com/home
08:03
08:06
08:45
Monday evening
(Toronto time)
16
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
17. 3M Corporate Marketing & Communications
Later the agency came back to let us know that they had bought the
product to do a digital retail installation for Nike during the Olympics!
17
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
18. 3M Corporate Marketing & Communications
“Business “Plan well and
customers are „schedule‟ but
human beings, also actively and
learn „who they spontanteously
are‟ at work.” engage.”
“Have a „voice‟ “Learn what
and social „works‟ and do
presence that more of that.
fits your core Accept failure!”
brand values.”
18 Kirstie Heneghan
3M CONFIDENTIAL @kjhen2010
19. 3M Corporate Marketing & Communications
The Road Ahead for 3M...
• Community platform solution + blogging
• Socially connected internal organisation workflow
• Marketing channels integrated with social networks
• Advanced social CRM - unique customer context
• Enhancement of sales relationship management
• Social mobile strategies i.e. location
19
3M CONFIDENTIAL Kirstie Heneghan @kjhen2010
20. 3M Corporate Marketing & Communications
Kirstie Heneghan
kheneghan@mmm.com
@kjhen2010
20 Social is part of the fabric of business.
3M CONFIDENTIAL
Hinweis der Redaktion
Here are just a few examples of the kinds of products that we do that deal with business (and public sector) customers. We are well known for Post-it®Notes and we do sell them to businesses (Office Dealers) but we also deal with many other scenarios when facilitating business relationships. Glue is sold to consumers but it’s also the World Record holder for the heaviest weight lifted with glue so relevant in a number of trade business contexts alongside the many other industrial adhesives and tapes we produce...
3M is a diversified technology company, it’s huge and spread across markets. Our biggest customer is the NHS.We are split into six ‘big businesses’ each with it’s own group of ‘small businesses’. In a corporate role, I serve all the businesses and work with them on their specific campaigns/projects as well as working on any centralisation, training, policies, guidelines and platform provision or improvements.
Social media/business requires a strategy, a plan and a set of organisational goals, but it’s not separate from every other strategy... It should be a tactic in every sales/marketing strategy, more important in some than others.Work towards a model of organic growth within the organisation of social behaviours.
Ensure the brand identity is seen throughout the social channels, every element considered (names, titles, descriptions, background images) and make sure it can be seen on all devices i.e. See above where you can’t see the text on the image, that’s a mistake in the brand identity strategy!
Analyse the latest engagement models and campaigns that unlock a response from your audience.Be heard in every forum: Adapt your engagement approach and methodology from network to network. Learn which voice fits which area Be proactive: Understand when to engage the audience in conversation - and when to take a back seat and allow the conversation to flowBuilda network >> Approach influential users > Create a target list, Create conversations with influencers, Share and converse Build follower base > Create, repurpose, share content, Ongoing engagement with usersCurate a body of quality content > Define roles and responsibilities, Train content editors, Resource contentMake connections in the real world > Set up measurement, Set up plan-do-check-act cycle
We made some mistakes with this LinkedIn group, we set it up with no activity plan and under a generic business name (which LinkedIn have recently told me isn’t ‘allowed’ so we’ll be changing that in the near future). Since then we have planned regular content for the group, with some general news stories and relevant industry experience (not just product focussed or selling 3M), the engagement isn’t massive yet but it’s creeping in. We have 35 members, 14 are 3Mers. We’ll continue to plug away but need to step back and review the objectives, engage the experts into the network and monitor what’s working and tweak accordingly!
Word of Mouth has been around forever, social networks have simply amplified and globalised this. “Foster genuine conversations.”
We have a clear lead with LinkedIn usage with one of our businesses (ElectroCommunications) and have recently been receiving advice from LinkedIn on it’s use for sales.
3M™ VentureShield™ is a film that protects your car paintwork from scratches, it is a product that has an end-user-focussed strategy but we sell the product to the dealers to install and this is a good example of creating a relationship with our business customers, in order to deliver a communication that sells to the end user.
It also takes the benefit of social networks that promote regular content creation, to create example work photograph galleries on the website helping to inform the customer of the quality of the work as well as the demonstration of the invisibility of the product.
One of the great benefits of social networks is the ability for us to know more about people, it therefore has great benefits in dealing with customers of any sort. It’s harder to define a person in a work context but it’s a time-tested sales tactic to build a relationship with your customers and knowing more about them helps you do that quicker/better.
This example was back in 2010 but it’s for an installation for the 2012 Olympics and is a great example of a good result from being active on Twitter, we had one person who spent 10 minutes a day on it at the time and although the business went to 3M Canada (no benefit for the UK), it demonstrates a valuable return on investment for 3M Company.
‘who they are’ – what devices do they use, are they at a computer all day, what social channels are they on, would they respond to social channels with email prompts‘voice’ – remember who you are when you are talking on a business channel, be personable but be the brand you are representing‘schedule’ – scheduling tools are available at a cost, if you don’t have that budget just set aside time each day to post and check, actually it can work better for engagement if you’re manually typing posts (even if planned) as it’s much more human and you check latest interactions and respond quicker as you’re actively there‘works’ – at the end of the day, there are lurkers/listeners in the B2B social media space and exposure is valuable and relevant to many brand objectives but bring yourself back to what you’re trying to achieve and see if you can tie the results to the social activity (it won’t always be as clear cut as someone responding to a post about a product and saying they’re going to buy it and being able to track that)
Websites and even print media needs to be integrated with social marketing, from the published message to internal organisation.
Most of all, find a way to integrate social activity into the fabric of the way your organisation does business. It should be a tactic in almost every marketing/sales strategy and everyone should be active, monitoring with a level of centralised training and regulation.Find me on LinkedIn, where you’ll find the presentation and can contact me. Thank you all for listening, any questions?