3M, one of the most innovative U.S. companies, are into fabricating 55,000 products including Ace bandages, Scotchgard, mobile displays, and Post-it notes. It also manufactures gamut of industrial products most of us have never heard of. Yet it has a strong presence in Facebook and Twitter.
Educate customers digitally
Twitter account of the company has 121,000 followers! Do you think it’s incredible? This has happened because 3M has been leveraging the microblog site to make people aware of the the science and technology behind their products. People know more about the company and become more loyal to their brand. And innovation that 3M boasts of makes it a unique dragon amongst all earthlings. The 3M video bellow illustrates themselves.
Social media team at Digital Solutions made a little research on how 3M, a company that designs products with less glamour, can attract so many followers in Social media.
Digital Marketing is universal- meant for all companies
We found that even boring brands can have followers. Your company may not be producing jeans or beauty products, yet your products do have customers. You’ve suppliers and employees too. These three constitute your audience or community and you have every right to educate them. You can share your expertise with them. Meanwhile, you can keep close to them. Its one of the key digital marketing strategy of 3M.
Few people can make the difference
You have to invest in people. 3M has about 10 people that work as part of their social media team. That’s a very, very small percentage of the 90,000 who are employed by the company. But my estimates, when considering salaries, benefits and other resources, are that those ten people likely require about $500,000 to $1 million a year in resources. Your social media team can create content, posting images and videos, tweeting news and blogs and also integrate your Twitter account to other social media outlets. Also demonstrate your new products in a cool way.
Regular Content updating
Content need not be of paramount quality always. Quantity of content is also important (Just ensure spelling and grammatical errors are avoided). 3M’s approach towards quality and quantity of content is simple. One can infer from it that you must be open minded, ready to change and test new things. Since you’ll be in a hurry to tweet a new thing before others, mistakes can happen, but they’ll be shadowed by timeliness and fresh content. But what’s important is regular update.
Digital marketing goes beyond just brand awareness
As in Twitter, 3M excels in other online platforms too. Official Facebook page of 3M has more than 42,000 likes. Digital marketing efforts of the giant company goes beyond pure brand awareness; its strategy accentuates the utility of the company’s products and how people can use their products to make tasks, projects and relationships more creative and simpler. The main objective of 3M digital marketing is to make the consumers aware of the relevance of their technology.
3M Post-it note campaign
Let’s look at the campaigning related to Post-it notes, a product of the 3M Company, with which notes can be temporarily attached to documents. Related television commercials, online ads, Post-it Web site and social media began to present the sticky notes’s wide range of uses. Its unusual uses, sourced from the users, were highlighted.
User-generated content from social media also told 3M marketing team about the behavior of their consumers. Thus, 3M pioneered ‘social listening.”
Leveraging Content Marketing Tricks
3M’s marketing tactics rely heavily on appealing to DIY’ers and millennials. The company finds them in the social media and start conversation. 3M’s marketing content ‘talks with’ the consumers. They listened to people and gathered breathtaking user content and used it in their campaigns.
3MDIY web portalis the 3M’s largest ever content-specific marketing maneuver. It provided an opportunity for DIY doyens to polish project ideas and find out step-by-step projects. 3M didn’t give product-specific stories, it just created a DIY’ers community and provided them content specific to the concerned project.
3M content-first platform
3M’s Post-it recently redefined its digital philosophy. Now it has a content-first platform which gives more emphasis on building community and providing relevant content rather than its own product placements. This content-focusing has increased user engagement in the website.
Due to its tremendous success in engaging people, 3M has turned to be a role model for the digital marketing efforts of companies worldwide.