Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home

1. 3/30/2011
Global Marketing Social Media at Motorola Page 1
Blagica Bottigliero
Director of Social Media
Motorola Mobility
@Blagica
#AMASocial
Join the Conversation!
Global Marketing Social Media at Motorola Page 2
Page
VISION: Be a friend
through conversation,
demonstration and
entertainment
#AMASocial
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Global Marketing Social Media at Motorola Page 3
Social Media Plays a Role in the Entire Organization
North America
Marketing
Carrier Communications
Social
Media
Global
Marketing
Product
Retail
Development
Support
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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1

2. 3/30/2011
Global Marketing Social Media at Motorola Page 4
Motorola’s Path Into Social Media
Q1 2011
2010 • New company
• New social media
• Revamp of tone of agency
voice
• New social media
• Integration of director
customer support
forums into Facebook • Two major product
launches
2009 • SCVNGR relationship
• Ad buy tests:
formed
Launch of Motorola into Facebook, Twitter,
• Streamlined FedMedia
social media space
community presences
•Facebook • Revamp of
•MySpace measurement process
•Foursquare (dashboard)
•Twitter
© 2011 Motorola Mobility, Inc. - Internal
#AMASocial
3/30/2011 Motorola Mobility, Inc. - Internal Confidential
© 2011 3/30/2011
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Confidential
Global Marketing Social Media at Motorola Page 5
Motorola.com is a Key Driver to Our Social Communities
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 6
Social Media Around the World
TAKING INVENTORY OF OUR FOOTPRINT
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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3. 3/30/2011
Global Marketing Social Media at Motorola Page 7
Facebook Ecosystem
32 Pages
Motoblur
Motorola
US India MotoDev
Coming (fan site)
soon: Canada
Greece
Motorola
Fan Backflip
Europe (UK Club
Foundation
Run)
Motorola DEXT
XOOM 2 english
Israel Venezuela
Motorola DEXT
XOOM Product and Spanish
Middle East
Regional Argentina Fan
Pages Generated
Pages
ATRIX Motorola
Fan Zine
South
Mexico Page 2
Africa
ATRIX Motorola
Fan Fan
Australia Brazil
Page 1 Club
Poland Spain DROID
DROID X
France
DROID DROID
DOES Fan
Group Page
#AMASocial
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Global Marketing Social Media at Motorola Page 8
Facebook Questions
Polling the Community for What’s Next
328
votes and
counting
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 9
Using Native Applications for Daily Questions
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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4. 3/30/2011
Global Marketing Social Media at Motorola Page 10
YouTube Ecosystem
14 Channels
MotorolaTV
(master)
INFOMOTOROLA Video Support
DROID shortcuts Mobile Devices
Argentina MotoDev
YouTube
LATAM Video Solutions
Brasil Corporate
Responsibility
Europe (owns
/motorola domain) Canada
Spain
#AMASocial
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Global Marketing Social Media at Motorola Page 11
Combining Entertainment with Information
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 12
Nourishing Communities Around Video
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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5. 3/30/2011
Global Marketing Social Media at Motorola Page 13
Twitter Ecosystem
23 Handles
US/HQ
Droid
Canada MotoDev
Motoblur Droid 2
Home-
Spain Video
Solutions
XOOM Droid Motorola Android
Foundation
Columbia Innovation
Regions/Division Product/
s
Unofficial
MetaMoto MotorolaAndroid
Venezuela Foundation
Argentina Software Motorola Droid
Motorola DROID
Does
Brasil Mexico Moto FAIL Brasil
#AMASocial
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Global Marketing Social Media at Motorola Page 14
Celebrating Device Purchase & Providing Access
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 15
Short Term Promotions to Drive Base
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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6. 3/30/2011
Global Marketing Social Media at Motorola Page 16
Analyzing, Learning and Adapting
CONSUMERS ARE TALKING ABOUT US
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 17
We Have Fans Who Love Our Products
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 18
…And We Have Opportunities to Leverage Feedback
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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7. 3/30/2011
Global Marketing Social Media at Motorola Page 19
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
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 20
You Know You Need a New Phone, Right? ☺
Thank You!
Blagica (blah-gee-tsa) Bottigliero
blagica@motorola.com
@Blagica
#AMASocial
© 2011 Motorola Mobility, Inc. - Internal Confidential 3/30/2011
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Global Marketing Social Media at Motorola Page 21
#AMASocial
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