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.

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

4. s
Re-architecture

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

12. s
Future Opportunity

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

16. s
Refocus Resources

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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