3M Corporate Marketing & Communications3M Corporate Marketing & Public Affairs Integra Workshop Kirstie Heneghan November 2012 The Potential of Social Media in B2B

2 3M Corporate Marketing & Communications 2 People have always wanted to share their experiences, opinions and recommendations with family, friends and colleagues as well as seeking advice and opinions from others…

3 3M Corporate Marketing & Communications 3 Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

4 3M Corporate Marketing & Communications 4 Research your audience What do your target audience talk about online? Where do they hang out and talk about your products? Do they talk about ‘office life’ more than ‘office products’? Follow them, and share what they do when it’s relevant. 3M CONFIDENTIAL

5 3M Corporate Marketing & Communications 5 Establish the primary objective 3M CONFIDENTIAL Sharing product knowledge and offers Getting feedback from the consumer Listening to the needs of your customers Providing good customer service at all times Remember to keep the audience front of mind

6 3M Corporate Marketing & Communications 6 Define your core values 3M CONFIDENTIAL opennesshonestyrealtrustresponsiverewardinghumanTWO-WAY

7 3M Corporate Marketing & Communications 7 Measure in new ways 3M CONFIDENTIAL

8 3M Corporate Marketing & Communications 8 Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

9 3M Corporate Marketing & Communications 9 Social channels Which is most suited to your objectives ? Where is your audience already? Which can give you the most benefits ? How much do you have time for?

10 3M Corporate Marketing & Communications 10 3M Corporate Marketing & Communications Social channels

11 3M Corporate Marketing & Communications 11 3M Corporate Marketing & Communications Social channels

12 3M Corporate Marketing & Communications 12 3M Corporate Marketing & Communications Facebook.com/Scotch UK 3M CONFIDENTIAL

13 3M Corporate Marketing & Communications 13 3M Corporate Marketing & Communications Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

14 3M Corporate Marketing & Communications 14 3M Corporate Marketing & Communications Establish some ground rules Create a timetable for the community managers with light monitoring required outside of office hours (keep an eye through smart phones) Make sure you are very clear, if the page is only to be monitored 9 to 5 List possible topics and their severity and establish a back up plan for a crisis, advice may need to be sought from PR or management Always try to resolve any issues and never remove those posts You can remove posts that break the rules i.e. poor conduct Remove entirely inappropriate content Comment before doing so if you think it was an honest mistake, and ask them to repost without the Always communicate with members in a kind and respectful manner Always be honest and responsive 3M CONFIDENTIAL

15 3M Corporate Marketing & Communications 15 3M Corporate Marketing & Communications What would you do? Use your Post-it Notes in this exercise! Try to predict what you would do in a given situation...

16 3M Corporate Marketing & Communications 16 3M Corporate Marketing & Communications Publish your rules Moderation document for internal process management Page terms and conditions that set the rules for the community

17 3M Corporate Marketing & Communications 17 3M Corporate Marketing & Communications Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

18 3M Corporate Marketing & Communications 18 3M Corporate Marketing & Communications Plan your content calendar What do you want to tell people about? Offers, promotions, new products, advice... What content have you got? Videos / Images What content can you create? ‘In use’ shots! What can you share from the brands you sell? What can you share from the areas of interest they have? Think about your other channels – do you have a new website to tell people about, an in store promotion that you know about, do you send out an and could use that content in your posts? Mix it up – themes, comps, offers, polls, general, news And remember, have a bit of fun and get creative! 3M CONFIDENTIAL

19 3M Corporate Marketing & Communications 19 3M Corporate Marketing & Communications 1.Format a calendar with fields for day, date, topic, copy, links, creative, notes, approval 2.Plot out seasonal / promotional events 3.Work out what content you could create or re- use from other communications (use wisely!) 4.Write your copy for the post, thinking about your audience and the call to action. Have you reflected your core values? What are you asking them to do? Plot out your content calendar What else could you talk about or share?

20 3M Corporate Marketing & Communications 20 3M Corporate Marketing & Communications Be spontaneous with the rest... Respond to something people are talking about Create content that relates to a popular theme Share a popular topic with your audience 3M CONFIDENTIAL Get savvy! Keep it short and sweet, end with a question or call to action Be conversational, think about your community core values Test and learn your peak days and times for post engagement Don’t just regurgitate old content, create new multimedia content Make your audience informed about your industry Entertain them with clever communications Reward their loyalty and engagement

21 3M Corporate Marketing & Communications 21 3M Corporate Marketing & Communications

22 3M Corporate Marketing & Communications 22 3M Corporate Marketing & Communications Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

23 3M Corporate Marketing & Communications 23 3M Corporate Marketing & Communications “Share and share alike” Ask your suppliers to share with you Content for you to use Share directly on page Tag in a tweet Follow and share what they do Share with each other in your network Help each other, share content Follow and share what they do Pool resources on strategy and moderation guidelines work? Talk to each other about it Try messages out on each other! 3M CONFIDENTIAL

24 3M Corporate Marketing & Communications 24 3M Corporate Marketing & Communications Integra Workshop 3M CONFIDENTIAL Practical social business strategy How to choose your social channel How to create moderation guidelines How to develop a social calendar Collaborate with your network Simple steps to begin with...

25 3M Corporate Marketing & Communications 25 3M Corporate Marketing & Communications Don’t try to do too much You are better to do one well, than lots badly Facebook requires a lot of time to perform well “Managing four communities is a full-time job” Get the plan and content right - the rest will follow Keep it simple, fresh and new - don’t complicate it Work with your suppliers – ask for content to share 3M CONFIDENTIAL Any questions? Ask me now or you can tweet me

26 3M Corporate Marketing & Communications 26 3M Corporate Marketing & Communications 3M CONFIDENTIAL Kirstie Social is part of the fabric of business