Summit Europe 2011: Raj Rao, 3M

At 3M, user-generated content lives at the core of their shopper engagement strategy, fully integrated with social media campaigns, mobile campaigns, digital coupons, and on-line search and display ads. This consumer content improves digital merchandising and sales conversion for 3M brands at key retailers, and the company continues to expand these capabilities in several countries, globally.

Beyond sales, customer opinions and stories fuel 3M's product innovation, which is key to their company objective of driving profitable growth. The authentic reviews that 3M brands like Post-it®, Scotch™, Command™, Scotch-Brite™, ACE™, Futuro™, and Filtrete™ collect keep marketers and lab researchers close to their consumers, and empower them with valuable insights in developing what's next for the brand. You'll see how 3M brands use Customer Intelligence to drive innovation across the business, and creatively leverage user reviews to remain one step ahead of the competition.