overcoming organizational barriers

KATHERINE SCOTT THERMO FISHER SCIENTIFIC

2 The world leader in serving science

Katherine Scott Marketing Specialist, Social Networking and Online

Media

Overcoming Organizational Barriers

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Connections

• Overcoming organizational barriers in content creation is all about connections

1.  Connections with customers 2.  Connections between employees 3.  Connections between products around

vertical markets

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The Challenge

How do we create and execute a rational social media marketing strategy with over a million products?

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The World Leader in Serving Science

The leading provider of analytical instruments, equipment, reagents

and consumables, software and service for

research, analysis, discovery

and specialty diagnostics

Global Scale •  39,000 employees in 40 countries

• Over $12 billion in annual revenues

•  Unparalleled commercial reach

Unmatched Depth •  Innovative technologies

•  Applications expertise

•  Laboratory productivity partner

Leading Brands

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Challenges Within the Challenge

The three brands are not very well understood by our customers

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Communication Across the Company

39,000 employees across the globe

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Many Products, Too Many Accounts

Thermo Fisher Scientific (G)

Thermo Scientific – Scientific Exchange (L) Thermo Fisher Scientific (L)

Thermo Fisher Scientific Alumni (L)

Thermo Fisher Scientific Careers (L) Fisher Clinical Services (L)

Thermo Fisher Scientific Connections (L)

Thermo Fisher Scientific – Rockford Career Opportunities (L)

BRIMS – Biomarker Research Initiative in Mass Spectrometry (L)

Thermo Fisher Financial Services (L)

Thermo Fisher Scientific (Milwaukee) (L)

Owl Separation Systems (L)

Thermo SampleManager LIMS (L)

Nautilus LIMS Professionals (L)

Open Biosystems Refugees (L)

Momentum Automation Software (L)

Fans of Thermo Scientific Pierce Protein Products (L)

Unity Lab Services Careers (L)

BRIMS (F) Thermo Scientific (F)

Thermo Scientific – Serving Science (F)

Thermo Scientific – Serving Science (F)

Thermo Scientific Pierce Protein Research (F)

@thermosci

@servingscience

@thermosci_PI

@procalcitonine

@chromsolutions

@PCT4Sepsis

@biosafety

@fishersci

@FisherMy

@thermofishersci

@science_world

@DionexUHPLC

@nitonanalyzer

@DionexPittcon

@aboutsepsis

@fisher_sci

@ThermoFisherDC

@FSCInst

@ThermoSciDave @ThermoFisherFS

@ThermoFisherUX

@ThermoFisher

@planetorbitrap

@OrbitrapNews

@nitonxrf

@isitallergy

@FisherSafety

@labequipment_uk

Thermo Scientific NanoDrop Products (F)

Thermo Scientific – Scientific Instrument Services (F)

Thermo Scientific – Nalgene Lab (F)

Thermo Scientific Nalgene Labware (F)

Fisher Science Education (F)

Thermo Fisher Scientific (F)

Thermo Scientific Niton Analyzers (F)

Fisher BioReagents (F)

Fisher Chemical (F)

Fisher Safety (F)

Dr. Seymour Blue (F)

Thermo Scientific LIFECYCLE Education Services (F)

Thermo Scientific Laboratory Automation (F)

Thermo Scientific POPs Center of Excellence (F) Is It Allergy? (F)

Fisher Scientific NO (Norway) (F)

Acros Organics (F)

Fisher Scientific (France) (F)

Fisher Scientific Malaysia (F)

Think Mister Blue (F)

Fisher Scientific Deutschland (F)

Thermo Scientific Advancing Histology (F)

Fisher Scientific UK (F)

Seymour Blue (F)

Best Invention Ever? (F)

Thermo Scientific Molecular Spectroscopy (F)

Thermo Scientific Microbiology Solutions (F)

About Sepsis (F)

Chromatography Solutions (F)

Thermo Scientific Portable Analytical Instruments (G)

Thermo Fisher Scientific (G)

Rheometers, Viscometers (G)

About Sepsis (G)

ThermoScientific (Y)

Thermo Scientific Centrifuges (Y)

Thermo Scientific (Y)

Thermo Scientific Portable XRF Analyzers (Y)

Thermo Scientific Shakers (Y)

Thermo Scientific Cold Storage (Y)

Thermo Scientific NanoDrop (Y)

Thermo Scientific Lab Automation (Y)

Thermo Scientific UV-Vis (Y)

Thermo Scientific Trace Elemental Analysis (Y)

thermoscientificspec’s channel (Y)

Fisher Scientific France (Y)

Fisher Scientific UK (Y)

Chromatography Consumables (Y)

ThermoFisher Japan (Y)

Microplate Stacking (Y)

ThermoScientific3’s channel (Y)

Thermo Sci Product Inspection (Y)

Niton XRF Analyzers (Y)

Life Science Research (Y)

emarketinglsr (Y)

Heating Equipment (Y) Monitoring Solutions (Y)

autoliquidhandling (Y)

Thermo Fisher Scientific|UHPLC+ Focused (Y) ImmunoCAP (Y)

Finnzymes videos(Y)

clinicalsinfo (Y)

ChromSolution’s Channel (Y)

incubatorsolutions (Y)

Liquid Handling Solutions (Y)

bioprocessing’s channel (Y)

labwatersolution’s channel (Y)

TFSFrance (Y)

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Brand and Corporate Accounts

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Showcasing the Company

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Communication Across the Company

39,000 employees across the globe

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Organizing Around Vertical Markets

• Each community would have a blog, and any supporting social media accounts on the networks that made sense for them

Biobanking

Food Testing Is It Allergy?

Mining Water Quality Analysis

Proteomics

Launched Launched

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Improving the Workflow

Proteomics Food

Testing

Water Quality

Analysis

Technologies that touch multiple areas can touch multiple blogs

Mass Spectrometry

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Social Media Content Marketing Machine

Blog Content

Writing and Publishing Social Media Marketing

Marketing Automation

Analytics

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Results

• 10% of our social

accounts eliminated

• Monthly team calls with a group of ~35

• Two vertical market team blogs and 3 more launching by end of Q3

CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES