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ConnectingGlobal

Dots

3M: How successful Brands Cross International BordersJosé Fernando Bazán – eMarketing Supervisor eHub LATAM

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3M Technology Advancing Every Company3M Products Enhancing Every Home3M Innovation Improving Every Life

Our Vision

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70k+ products and solutions from 5 different

Business Groups

Our Business

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140+ Countries

Our Market

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Consumer Business LATAM9 target countries / sub-regions

6 Brands36+ individual brand/country websites

My Playground

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New competitors

Aggressive pricing

Not a priority for consumers

Economies shaking

Low awareness of

product benefits

Our Challenge

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New competitors

Aggressive pricing

Not a priority for consumers

Economies shaking

Lack of awareness

Advertising

Sales

Merchandising

Product Packaging

3M Products

Web Sites

PR

Improve every life with everything you do as a

3Mer

Our Challenge

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Search Engine Marketing!

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Need Buy Post Buy

Online word of mouth (Facebook, Twitter, Blog, Etc)

Research

“I want to take nice pictures

during my trip”

Broad queries (Information Gathering) Learning Specific

Search

- Cameras- Best Cameras

- Cheap cameras

ProSemi Pro

DigitalReflexAnalogLensFlash

BatteryBrands

- Canon E50- where to buy

- price

OnlineOffline

I don’t have an idea

I am ready to make a decision

Teacher (content)

User path to purchase

Satisfaction

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1. Know your Market

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320 million userseMarketer 2013

Google Public Data – World Bank: Internet as a percentage of population

LATAM in numbers

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Mobile is not optional

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http://edition.cnn.com/2012/10/09/business/mobile-society-phone-brazil/

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Country Av. Search Queries p/user

Colombia 233

Peru 203

Mexico 178

Argentina 175

Venezuela 168

Brazil 150

Chile 148

Latin-American users do 179 web search queries a month.

ComScore State of Internet Argentina 2011

24% more than American users

“We can readpeople’s minds”

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Argentina Brasil Chile Colombia México Perú80%85%90%95%

100% 97%

87%90%

94%91% 91%

92% of Latin-American users do a web search before they buy a product

ComScore State of Internet Argentina 2011

Purchase Behavior

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2. Know your Products

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3. Analyze your website

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BrandBrand + Product Name

Brand + Generic Product Name Generic

Product Name Category Related

RelevanceAudience Reach

Strong Not so much

RELEVANCE + REACH + PERFORMANCE

1. Relevance metrics:a) Campaign performance: CTR, Quality Scoreb) Page performance: Bounce, page views, time on site, new visitors

2. Reach metrics:a) Est. monthly searchesb) Est. impression share

• Users that are searching for a solution, no brand involved

• Higher volume of searches• New relationships: awareness

generation

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Content is everything.

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4. Analyze your campaigns

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Keywords that we were targeting

Content that we had

$$$$$$$$$$$$$$$Consequences:- High CPA- High CPC- Low CTR- Low Quality Score

“This doesn’t mean that we want to invest less.

This means that we want to play to win”

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Crafts

User searches User finds

Scotch Website

User knows

Scotch adhesive solutions for crafting

1 2 4User intention to buy

Where to buy visit

5

NEED VISIBILITY AWARENESS PURCHASE INTENT

User learns

How to do crafts

ENGAGEMENT

3

Text Ad

Organic positioning$$$

What are the needs related to your brand, product or service?

Are you findable? What do you need users to learn from your brand / Product? Do you have the content?

How can you measure success?

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5. Change your agency

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“Make them part of your team”

Make them part of the annual planning

Share company’s vision

Challenge them

Long term relationships

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6. Change your agencyclient

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Walk and learn together. Guide your clients to get what the business needs.

Teach them

Challenge your client

Be honest

Learn

QuestionExperiment

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7. Measure and report

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109% increase in web traffic 2013 vs. 2012

Doubled the investment

70% of traffic came from Search Engines

55% increase in Organic Search72% increase in CTR31% lower CPC

Branded4%

Non Branded

96%

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8. Back to basics

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Need Satisfaction

There is a human behind the computer

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??

?

??

?

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Thank you!