Sis thu 1045 david reynolds gooch
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Transcript of Sis thu 1045 david reynolds gooch
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Interactive Marketing Transformation @3M
Wisdom of the Ancients applied to the Twitter era
David Reynolds-Gooch
3M Group Manager, Interactive Marketing
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Our Speak…
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… Customer Reality
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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
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“Well begun is half done.”
Aristotle:
Greek critic, philosopher, physicist, & zoologist
(384 BC - 322 BC)
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3M Diversity:
Strength & Challenge
- Consumer & Office
- Display & Graphics
- Electro & Communication
- Health Care
- Industrial & Transportation
- Safety, Security & Protection
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“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
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“The unexamined life is not worth living.”
Socrates: Athens (469 BC - 399 BC)
twitter handle: @Agora
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Frenemies
Marketing & Sales
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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)
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“I think, therefore I am.”
Rene Descartes (1596-1660)
Twitter Handle: @ITweetErgoIThink
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A larger conversation
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Forrester 2010
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Listening & Responding
- Ratings and Reviews
- The Good & Bad
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Amazon
- A+ Content
- Breaking Barriers
- Customer Intent
Finds Our Content
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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
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“You can never step in the same river twice.”
Heraclitus: (540 BC - 480 BC)
Linked-In: QuickStep
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Millennials
- Priority 1: Lifestyle
- Seek
Feedback, Involvement &
decision making power
- The Digital Generation
- Aren’t afraid to fail
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“I don’t want to belong to any club that will have me.”
Groucho Marx
David Reynolds-Gooch
@DReynoldsGooch