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3M

ABB

Social Engagement

Content Opportunities

Competitive Analysis

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Competitive Share of Voice A total of 2,845 mentions were analyzed over the last 12 months.

Nomex® 3M

Estimated Total Mentions 598 2,247

Sentiment

Positive 47% 49%

Neutral 41% 40%

Negative 12% 11%

Total Twitter Mentions of Brand 103 910

Total Retweets 32 101

Total @ Replies 4 15

Twitter Profile

Activity

Total Followers 25,211 23,538

Total Posts 103 910

Total Impressions 308,678 2.1M

Facebook Fan Page Fans 41,249 27,249

Avg. Likes + Comment per Post 76|2 99|4

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3M CONSUMER-BASED

Most of 3M’s brand conversation is around

home and window insulation products, as well

as insulating tape, which gives DuPont™ an

opportunity to fill a gap.

3M AUDIENCE-BASED UX ON WEBSITE

Login-only section that contains materials

and documents specifically for distributors.

Separate documents & resources center for

OEMs to reference.

Website segmentation per target audience:

Electrical Utility, Commercial & Industrial,

OEM.

ABB LEADING INDUSTRY

The brand is leading in content geared towards

the electrical engineering audience, and

thought leadership around transformers,

especially regarding energy efficiency.

OTHER BRANDS MENTIONED

Pucaro – A member of the ABB group, they

offer training to their employees to enhance

their skills.

ITW Formex – Not producing content but being

discussed through industrial fabricators

Qualitrol Corporation – Producing whitepapers

around a number of industry subjects, including

power transformers and insulation testing

Key Competitive Insights3M’s audience-based website UX; ABB leading industry in content creation

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DuPont™ and 3M comparison conversations mostly around clothing, honeycomb, double sided tape.

3M has attractive product selection guide that helps the customer visually understand and see each product and what it’s best function is.

3M has social pages dedicated to their electrical sector:

YouTube channel and videos dedicated to specific products

(Little conversation around new ThermaVoltpaper.)

Blog around products and solutions, company and industry happenings, 3M industry videos, links to social channels.

Competitive Analysis: 3M Social

Engagement

Creates thought leadership

and sharing opportunities.