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Competitive Share of Voice
A total of 2,845 mentions were analyzed over the last 12 months.
Nomex® 3M
Estimated Total Mentions 598 2,247
Sentiment
Positive 47% 49%
Neutral 41% 40%
Negative 12% 11%
Total Twitter Mentions of Brand 103 910
Total Retweets 32 101
Total @ Replies 4 15
Twitter Profile
Activity
Total Followers 25,211 23,538
Total Posts 103 910
Total Impressions 308,678 2.1M
Facebook Fan Page Fans 41,249 27,249
Avg. Likes + Comment per Post 76|2 99|4
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3M CONSUMER-BASED
Most of 3M’s brand conversation is around
home and window insulation products, as well
as insulating tape, which gives DuPont™ an
opportunity to fill a gap.
3M AUDIENCE-BASED UX ON WEBSITE
Login-only section that contains materials
and documents specifically for distributors.
Separate documents & resources center for
OEMs to reference.
Website segmentation per target audience:
Electrical Utility, Commercial & Industrial,
OEM.
ABB LEADING INDUSTRY
The brand is leading in content geared towards
the electrical engineering audience, and
thought leadership around transformers,
especially regarding energy efficiency.
OTHER BRANDS MENTIONED
Pucaro – A member of the ABB group, they
offer training to their employees to enhance
their skills.
ITW Formex – Not producing content but being
discussed through industrial fabricators
Qualitrol Corporation – Producing whitepapers
around a number of industry subjects, including
power transformers and insulation testing
Key Competitive Insights
3M’s audience-based website UX; ABB leading industry in content creation
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DuPont™ and 3M
comparison
conversations mostly
around clothing,
honeycomb, double
sided tape.
3M has attractive
product selection guide
that helps the customer
visually understand and
see each product and
what it’s best function
is.
3M has social pages
dedicated to their
electrical sector:
YouTube channel
and videos
dedicated to
specific products
(Little conversation
around new ThermaVolt
paper.)
Blog around products
and solutions, company
and industry
happenings, 3M
industry videos, links to
social channels.
Competitive Analysis: 3M Social
Engagement
Creates thought leadership
and sharing opportunities.
Editor's Notes
As we discussed on the midpoint, 3M was the only competitor we saw that was generation mentions across the internet. Here we see it laid out, roughly 2,200 mentions to Nomex’s 600. While we see that DuPont’s follower count on Twitter is higher, this is the overall DuPont channel we’re looking at here, to 3M’s overall as well. So these can’t really be counted in terms of electrical insulation-focused channels.
Not a lot changed on the competitor-front from the midpoint, as we had established confirmation that the chinese competitors were not yielding any results, and while 3M mentions are a bit consumer-focused, their website user experience is superior. Including great resource centers for OEMs to reference, documents for distributors, product comparisons, and an easy to navigate website due to the concept of segmenting the website by target audience. Regarding content being shared though, ABB is leading that front, pushing content regarding popular industry topics like energy efficiency. Other brands that we’ve listed here do have some great content in terms of training for employees, which is a big concept we cover later as it’s important for the engineers to have ongoing education, to help continuously enhance their skills and keep up with the latest technologies and industry standards.
The biggest points on here that I want to point out is the visual product guide that 3M has – it’s more than just a description of how the product works, but a more visual way to understand the product and see what it looks like. An even better addition to this type of content would be to include a link to a video or product demo, instructing a user on how it works, bringing them to the conversation stage, rather than staying stagnant in the consideration phase. The other points include the fact that 3M has dedicated electrical social channels which allows them to be more engaging with their audience and reach them with relevant content.