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Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home
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3/30/2011
1
Global Marketing Social Media at Motorola 1Page
Blagica Bottigliero
Director of Social Media
Motorola Mobility
@Blagica
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 2Page
VISION: Be a friend through conversation, demonstration and entertainment
2Page
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 3Page 3Page
Social Media Plays a Role in the Entire Organization
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
Social Media Global
Marketing
Social Media Global
Marketing
North America Marketing
North America Marketing
CommunicationsCommunications
Product Development
Product Development
SupportSupport
RetailRetail
CarrierCarrier
#AMASocialJoin the Conversation!
3/30/2011
2
Global Marketing Social Media at Motorola 4Page 4Page
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
Motorola’s Path Into Social Media
3/30/2011© 2011 Motorola Mobility, Inc. - Internal
Confidential
2009Launch of Motorola into social media space
•MySpace
•Foursquare
2010• Revamp of tone of
voice• Integration of
customer support forums into Facebook
• SCVNGR relationship formed
• Streamlined community presences
• Revamp of measurement process (dashboard)
Q1 2011• New company• New social media
agency• New social media
director• Two major product
launches• Ad buy tests:
Facebook, Twitter, FedMedia
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 5Page 5Page
Motorola.com is a Key Driver to Our Social Communities
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 6Page
TAKING INVENTORY OF OUR FOOTPRINTSocial Media Around the World
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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3/30/2011
3
Global Marketing Social Media at Motorola 7Page
Regional Pages
Regional Pages
USUS
CanadaCanada
Europe (UK Run)
Europe (UK Run)
VenezuelaVenezuela
ArgentinaArgentina
MexicoMexico
BrazilBrazil
SpainSpain
FranceFrance
PolandPoland
AustraliaAustralia
South AfricaSouth Africa
Middle EastMiddle East
IsraelIsrael
FoundationFoundation
Coming soon:
Greece
Coming soon:
Greece
Facebook Ecosystem32 Pages
Product and Fan
Generated Pages
Product and Fan
Generated Pages
MotoblurMotoblur
MotoDevMotoDev
BackflipBackflip
DEXT englishDEXT
english
DEXT SpanishDEXT
Spanish
Motorola Zine
Motorola Zine
Motorola Fan Club
Motorola Fan Club
DROID X
DROID X
DROID Fan
Page
DROID Fan
Page
DROID DOES Group
DROID DOES Group
DROIDDROID
ATRIX Fan
Page 1
ATRIX Fan
Page 1
ATRIX Fan
Page 2
ATRIX Fan
Page 2
Motorola XOOM
Motorola XOOM
Motorola XOOM 2Motorola XOOM 2
Motorola Fan Club
Motorola Fan Club
Motorola India
(fan site)
Motorola India
(fan site)
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 8Page 8Page
Facebook QuestionsPolling the Community for What’s Next
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
328 votes and
counting
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Global Marketing Social Media at Motorola 9Page 9Page
Using Native Applications for Daily Questions
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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3/30/2011
4
Global Marketing Social Media at Motorola 10Page
YouTubeYouTube
MotorolaTV(master)
MotorolaTV(master)
Video SupportVideo Support
Mobile DevicesMobile Devices
MotoDevMotoDev
Video SolutionsVideo Solutions
Corporate Responsibility
Corporate Responsibility
CanadaCanada
SpainSpain
Europe (owns /motorola domain)
Europe (owns /motorola domain)
BrasilBrasil
LATAMLATAM
ArgentinaArgentina
DROID shortcutsDROID shortcuts
INFOMOTOROLAINFOMOTOROLA
YouTube Ecosystem14 Channels
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Global Marketing Social Media at Motorola 11Page 11Page
Combining Entertainment with Information
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 12Page 12Page
Nourishing Communities Around Video
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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3/30/2011
5
Global Marketing Social Media at Motorola 13Page
Regions/Divisions
Regions/Divisions
US/HQUS/HQ
MotoDevMotoDev
Home-Video
Solutions
Home-Video
Solutions
Foundation InnovationFoundation Innovation
FoundationFoundation
SoftwareSoftware
MexicoMexicoBrasilBrasil
ArgentinaArgentina
VenezuelaVenezuela
ColumbiaColumbia
SpainSpain
CanadaCanada
Twitter Ecosystem23 Handles
Product/ UnofficialProduct/ Unofficial
DroidDroid
Droid 2Droid 2
Motorola AndroidMotorola Android
MotorolaAndroidMotorolaAndroid
Motorola Droid Does
Motorola Droid Does
Moto FAIL BrasilMoto FAIL Brasil
Motorola DROIDMotorola DROID
MetaMotoMetaMoto
XOOM DroidXOOM Droid
MotoblurMotoblur
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Global Marketing Social Media at Motorola 14Page 14Page
Celebrating Device Purchase & Providing Access
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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Global Marketing Social Media at Motorola 15Page 15Page
Short Term Promotions to Drive Base
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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3/30/2011
6
Global Marketing Social Media at Motorola 16Page
CONSUMERS ARE TALKING ABOUT USAnalyzing, Learning and Adapting
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 17Page 17Page
We Have Fans Who Love Our Products
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 18Page 18Page
…And We Have Opportunities to Leverage Feedback
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
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3/30/2011
7
Global Marketing Social Media at Motorola 19Page 19Page
What’s Next for 2011
• Develop a real-time social media monitoring and response system
• Globally create assets, playbook, rules of engagement for local
execution to conserve resources and maintain consistent tone of voice
• Continuing to grow our group of tech loyalists, while building relationships with lifestyle groups
• Leverage worldwide network of engineers, designers and executives to share the Motorola Mobility story in our social embassies
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 20Page 20Page
You Know You Need a New Phone, Right? ☺☺☺☺
Thank You!
Blagica (blah-gee-tsa) Bottigliero
@Blagica
3/30/2011© 2011 Motorola Mobility, Inc. - Internal Confidential
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 21Page 21Page
#AMASocialJoin the Conversation!
