Interactive Marketing Transformation @3M

Wisdom of the Ancients applied to the Twitter era

David Reynolds-Gooch

3M Group Manager, Interactive Marketing

Our Speak…

… Customer Reality

Whatever is done, though, will clearly involve

an attempt at a major personality overhaul.

“It‟s kind of like 3M,” says Bogusky, who calls

Microsoft “smart as fu@k.” 3M is “a very cool

company, but I don‟t think if you see a roll of

Scotch tape, anyone‟s going, „I‟ve

gotta party with these people.‟”

Fast Company—June 1, 2008

“Well begun is half done.”

Aristotle:

Greek critic, philosopher, physicist, & zoologist

(384 BC - 322 BC)

FB: GreekGeek@hotmail.com

3M Diversity:

Strength & Challenge

- Consumer & Office

- Display & Graphics

- Electro & Communication

- Health Care

- Industrial & Transportation

- Safety, Security & Protection

“Follow the trail of smokestacks

to new customers. People on

production lines often know far

more about a plant’s needs

than those in the front office.”

William McKnight, 3M Founder

“The unexamined life is not worth living.”

Socrates: Athens (469 BC - 399 BC)

twitter handle: @Agora

Frenemies

Marketing & Sales

3M.com

Conversion Optimization

- Skin and Wound Care

(Improve Where-2-Buy conversions)

- Occupational Health & Environmental Safety

(Improve product detail page findability)

- Commercial Graphics

(Improve product detail page findability)

- Privacy Filters

(Improve online purchase path)

- Scotch-Brite products

(Improve product views & W2Buy conversions)

“I think, therefore I am.”

Rene Descartes (1596-1660)

Twitter Handle: @ITweetErgoIThink

A larger conversation

Forrester 2010

Listening & Responding

- Ratings and Reviews

- The Good & Bad

Amazon

- A+ Content

- Breaking Barriers

- Customer Intent

Finds Our Content

Customer service outreach

Find and engage with

brand evangelists/influencers

Detect potential problems

Pre-launch buzz for new products

Uncover opportunities…

new products, usages

Capture industry trends

Benchmark the competition

Refine our communication

language and images

“You can never step in the same river twice.”

Heraclitus: (540 BC - 480 BC)

Linked-In: QuickStep

Millennials

- Priority 1: Lifestyle

- Seek

Feedback, Involvement &

decision making power

- The Digital Generation

- Aren’t afraid to fail

“I don’t want to belong to any club that will have me.”

Groucho Marx

David Reynolds-Gooch

dreynolds-gooch@mmm.com

@DReynoldsGooch