Take a deep dive in to the social media metrics behind 3M's social media efforts as it educates people about the work it does.

1. 3Mon Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of 3M FB

2. 3M: Social Media Report
This report looks at how
3M
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
3M
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
3,579,958 145,113 4.22%
United
States
Mostly Older, Female and
Attached.
3M

6. Engagement Score
10
Total Posts
77
Total Likes
4,002
Total Comments
114
Total Shares
880
Most Engaging Content Type
Ad Campaigns
Least Engaging Content Type
Photo
Most Prolific Content Type
Like This Posts
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 3,350K
3,400K
3,450K
3,500K
3,550K
3,600K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
3,579,958
New Fans
145,113

8. Community Analysis
3M fans are mostly Older, Female and Attached. 3M fans are largely from Brazil followed by Mexico.
Fan Demographics Distribution of Fans
43%
57%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K 800K 1,000K
Brazil
Mexico
Thailand
Colombia
Peru
Chile
Taiwan
Turkey
Ecuador

9. 0
1
1
2
2
3
3
4
4
5
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
future 9
LifeWith3M 8
Science 7
improvinglives 5
BTTF 5

10. 4%
96%
Brand Participation Brand Non Participation
51%
6%
43%
Posititve Negative Neutral
Brand Posts - Engagement
3M responded to 3 conversations generated by the 77 Posts
they published.
3M receives more positive than negative vibes from comments
on their Posts.
Brand Responses Sentiment of Brand Posts

11. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50 60 70
0 5 10 15 20
Photos
Videos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 5 10 15
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

12. Most of 3M posts were around 'Like This Posts', and posts around 'Ad Campaigns' received the highest engagement.
Content Intel
0 2 4 6 8 10 12 14 16 18
0 2 4 6 8 10 12 14 16 18 20
Brand News
Fact
Others
Event
Corporate Social…
Photo
Ad Campaigns
Employee Stories
Special Offer
Like This Posts
Question
Contest
Festival/Greetings
Alert or FYI
Facebook App
Number of Posts
Engagement Score
Engagement Score Number of Posts

13. In 3M Posts about Diversified, General Advice posts received
the highest engagement.
In 3M Posts about General Happenings, the category
Entertainment received the highest engagement.
Content Intel
About Diversified About General Happenings
0 1 2 3 4 5
0 2 4 6 8
Fact
Others
Event
Question
News
General Advice
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 5 10 15 20
Social…
Business
Others
Politics
Local Events
Sports
Social Good/…
Leisure/Dining
Question
Entertainment
Festival/Greetings
Current Affairs
Technology
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Campaign Intel
0 1 2 3 4 5 6 7
0 5 10 15 20 25 30
#StPatricksDay
#SXSW2016
#eweek2016
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of 3M campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

15. Analysis of
3M Official
Twitter Account
Oct 01, 2015 - Dec 31, 2015

16. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
1,004,750 80,991 8.77% United States
3M Official
@3m

17. Engagement Score
35
Total Proactive Tweets
274
Retweets Total
62
Replies Total
457
Favorites Total
10,459
Total Mention
5,613
Total Retweets
5,102
Response Rate (%)
7.29%
Average Reply Time (mins)
1064
Most Engaging
#CES2016
Most Recent
#CES2016
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

18. 880K
900K
920K
940K
960K
980K
1,000K
1,020K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
1,004,750
New Followers
80,991

19. 0K
1K
1K
2K
2K
3K
3K
4K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
3,219
New Followees
923

20. Engagement
0
250
3M Official had an average engagement score of 35 and a highest of 216.

21. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
274 62

22. 7 billion gallons of drinking #water are
lost every day. We want to keep
the glass half full. #NI15..
05-Nov-15, Thu 08:57PM
ENGMT. FAV. REPLIES RETWEETS
590 726 21 482
Top Engaging Tweets
Coming to a track near you! Excited to
unveil @chaseelliott's car at today's
@MilitaryBowl! #3MRaci..
Congrats to America’s 2015 Top
#YoungScientist Hannah Herbst!
@DiscoveryEd
http://t.co/K6RRVhOGeq h..
28-Dec-15, Mon 09:34AM
ENGMT. FAV. REPLIES RETWEETS
452 670 63 282
13-Oct-15, Tue 08:49PM
ENGMT. FAV. REPLIES RETWEETS
309 420 11 180
NO IMAGE NO IMAGE NO IMAGE

23. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300
0 5 10 15 20 25 30 35 40 45
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

24. 0 20 40 60 80 100 120
0 500 1000 1500 2000 2500 3000 3500 4000 4500
#malanbreton*
#coat*
#flash*
#lifewith3m*
#3mracing*
#improvinglives*
#ni15*
#science*
#stem*
#water*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

25. 0 50 100 150 200 250
#water*
#flash*
#malanbreton*
#ni15*
#improvinglives*
#lifewith3m*
#3mracing*
#stem*
#coat*
#science*
Engagement Score
Hashtags - Engagement

26. Average Response Rate : 7.29%
0
50
100
150
200
250
300
350
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

27. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
50
100
150
200
250
300
350
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

28. 0
200
400
600
800
1000
1200
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

29. 0
50
100
150
200
250
300
350
400
450
500
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

30. Total number of Retweets : 5,102
-100
0
100
200
300
400
500
600
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

31. Total number of Mentions: 5,613
-50
0
50
100
150
200
250
300
350
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

32. Influencers
Name Followers Tweets
NASCAR 2,681,248 2
Target 1,805,795 1
NYSE 1,422,518 10
People's Daily,China 1,407,547 1
Noticias MVS 1,312,749 1
TOP 5 INFLUENCERS

33. Generate Your Own Social Media Report
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34. Thanks!
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