Monday, December 6, 2010

3M Goes Social and Viral

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As I was catching up on the news over the weekend, I came onto this one that I thought was very cool!

Inspired by the Shorewood Lib Dub video (with over 1.4 million views), back in October 3M employees (3Mers) from all over the world published a video they created on their own time. The video spread virally internally and it was posted to YouTube yesterday.

What's really cool about this is that 3M, well, let me quote them:

We relied on internal social media tools, specifically Lotus Connections and an internally-developed video sharing tool called 3M DIY Video Library. Connections’ Communities allowed for private discussion and debate. Connections’ Wiki managed group documents for project plans, team pages, storyboards and music strategy. There was a private community blog for announcements, status updates and weekly newsletters. Teams uploaded drafts of their video segments for comment (and praise) from the other teams to the video library.

Most of the employees in the video had never created a video and had never used Connections in the past. They all did this on their spare time, sometimes over holidays or vacation. Here's the video that has delighted 3M employees and executives:

I also liked how they recruited volunteers, they sent an anonymous invitation with as little information as possible: "Will you join us?". 75 employees from US, Poland, Russia, Italy, Dubai, Singapore and other countries accepted. Most employees didn't know each other, have never met, and probably never will. Isn't that awesome!!??!! (Note: I was also happy that Puerto Rico was represented in the video :) )

Congratulations to the 3M team!

To read more about this project and see the whole story behind this, see this post.

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