Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Allison, Gam, Caroline, Ellen, Tracy, Abby
Motorola Brand Community Project
Executive Summary
1 Recommended Solution
Current Problem
Segmentation and Targeting
Recommendation Execution
2
3
4
A one-s...
Problem1
Problem
Current Message
01
Creative & Lifestyle Brand
Consumer Perception
High engagement in technology-related content
01
Source: Appendix
Solution2
Solution02
Source: http://www.strategicbusinessinsights.com/vals/characteristics.shtml and
https://segmentationsolutions.n...
02
Lenovo
Pure
Android
- No.1 personal computer vendor in 15’ by unit sale
- Acquisition of Thinkpad
- High-end business s...
0202
Smartphone Savvy Socialites Pragmatic Professionals Cutting edge creative Traditional Techies
0202
Traditional TechiesPragmatic Professionals
Current Market Size
1.7% of US population
Future Growth
Lifecycle: Early S...
02 Cutting
edge
Creative
Pragmatic
/Traditional
Cutting
edge
Creative
Pragmatic
/Traditional
3
Execution
03 General Benefits of a Brand Community
A Statement of Identity
Get Like-minded Audience
Together
Interactive and emotion...
Comprehensive Tech Hub
The forum will serve as a platform that has the
capacity to meet the technology information
needs t...
02 Positioning The Forum03
To pragmatic professionals and traditional techies, the Motorola Community is
the go to online ...
03 How The Forum Works
1 Crowdsourced
2 Different parts designed to meet the
various needs of different segment.
Discussio...
New Tech Trend
Could the world’s first smart luggage make your
business trip easier than ever?
What are the best productiv...
Topics for discussion
03
What It Will
Look Like
Example Post
Share your customized user interface themes
How to take the b...
03
What It Will
Look Like
Example Post
Questions
Which smart watch should I buy?
03 Progression of Content
Initial
Stage
Content focused on the targets (technology for professional use)
Experts will be b...
Impact4
Short Term
Long Term
04
Short Term Impact
Motorola will begin to develop a content hub that provides consumers with more
opportunities to engag...
04
Long Term Impact
Overtime, the forum content will broaden its target while maintaining its tech focus in order to reach...
Questions ?
Perceptual map:
1. http://www.socialmention.com/search?q=motorola&t=all&btnG=Search
2. https://twitter.com/search?q=motoro...
Prochain SlideShare
Chargement dans…5
×

Motorola Brand Community Project

Building the brand community for Motorola

  • Identifiez-vous pour voir les commentaires

Motorola Brand Community Project

  1. 1. Allison, Gam, Caroline, Ellen, Tracy, Abby Motorola Brand Community Project
  2. 2. Executive Summary 1 Recommended Solution Current Problem Segmentation and Targeting Recommendation Execution 2 3 4 A one-stop tech forum powered by Motorola Right consumers but wrong positioning and message Use crowd source content to build a Tech Forum community Target Pragmatic Professionals and Traditional Techies Motorola Brand Community Project
  3. 3. Problem1
  4. 4. Problem Current Message 01 Creative & Lifestyle Brand Consumer Perception High engagement in technology-related content
  5. 5. 01 Source: Appendix
  6. 6. Solution2
  7. 7. Solution02 Source: http://www.strategicbusinessinsights.com/vals/characteristics.shtml and https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=9010&menuOption=learnmore&pageName=ConneXions%2BLifestage%2BGroups&segSystem=CLA.CNE Moto’s internal data
  8. 8. 02 Lenovo Pure Android - No.1 personal computer vendor in 15’ by unit sale - Acquisition of Thinkpad - High-end business solution - Without unnecessary clutter from preloaded apps or software. - Security - Fast & responsive - Most recent updates
  9. 9. 0202 Smartphone Savvy Socialites Pragmatic Professionals Cutting edge creative Traditional Techies
  10. 10. 0202 Traditional TechiesPragmatic Professionals Current Market Size 1.7% of US population Future Growth Lifecycle: Early Single Age → Mature Single Age 79 Million Millennial (24.6% of the U.S population=> increase 2.6% by 2020) Current Moto Customers Source: Nielsen ConneXions; Mintel Reports: Millennials 2015. Internal Motorola company data
  11. 11. 02 Cutting edge Creative Pragmatic /Traditional Cutting edge Creative Pragmatic /Traditional
  12. 12. 3 Execution
  13. 13. 03 General Benefits of a Brand Community A Statement of Identity Get Like-minded Audience Together Interactive and emotional benefit Create Value Exchange A Sense of Ownership 1 4 3 2 5 Source: Warc: Chobani: Cultivating a brand, one online community at a time 2013; Nine rules of online content 2015.
  14. 14. Comprehensive Tech Hub The forum will serve as a platform that has the capacity to meet the technology information needs to tech users of all levels (from novice tech users all the way to highly experienced techies) Step 03 The Brand Community Concept Technology Focused An online, technology focused forum targeted at pragmatic professionals and traditional techies Extended Segments Given its technology focus, the forum is relevant not only to our target segments, but to the other segments as well Step 02 Step 01 03
  15. 15. 02 Positioning The Forum03 To pragmatic professionals and traditional techies, the Motorola Community is the go to online tech forum that offers a more comprehensive platform than any other online tech forum because it leverages Motorola’s brand equity as a credible tech company, it leverages Lenovo’s credibility in the professional context, and it enables consumers to engage with other consumers and experts on any and every tech topic in one place.
  16. 16. 03 How The Forum Works 1 Crowdsourced 2 Different parts designed to meet the various needs of different segment. Discussions about new technology ideas Discussions about innovative usage of technology Technology assistance
  17. 17. New Tech Trend Could the world’s first smart luggage make your business trip easier than ever? What are the best productivity apps on Android? 03 What It Will Look Like Example Post
  18. 18. Topics for discussion 03 What It Will Look Like Example Post Share your customized user interface themes How to take the best photo with your smartphone?
  19. 19. 03 What It Will Look Like Example Post Questions Which smart watch should I buy?
  20. 20. 03 Progression of Content Initial Stage Content focused on the targets (technology for professional use) Experts will be brought in to start dialogue and establish credibility for the forum Moto will create webinars with experts on tech topics Long Term Content with a broader tech focus that appeals to targets and other segments Content will be user-generated and crowdsourced Motorola will not distribute content directly, but will pose questions that drive engagement
  21. 21. Impact4 Short Term Long Term
  22. 22. 04 Short Term Impact Motorola will begin to develop a content hub that provides consumers with more opportunities to engage with the Motorola brand. The Motorola forum will drive engagement and influence conversions on motorola.com. The Motorola forum content will improve organic search results for motorola.com by addressing popular search queries related to technology.
  23. 23. 04 Long Term Impact Overtime, the forum content will broaden its target while maintaining its tech focus in order to reach additional segments. After the forum has developed some credibility as a “go to tech information hub,” there will be a greater push for crowdsourced, user-generated content. The end goal: Motorola’s forum will become the go to, one-stop spot for all things tech for tech users of all levels.
  24. 24. Questions ?
  25. 25. Perceptual map: 1. http://www.socialmention.com/search?q=motorola&t=all&btnG=Search 2. https://twitter.com/search?q=motorola&src=typd 3. http://scholars.unh.edu/cgi/viewcontent.cgi?article=1166&context=honors 4. http://motorola.alltop.com/ 5. http://debidatta-satapathy.blogspot.com/2014/11/brand-equity-study-of-motorola.html 6. http://www.cesarzamudio.com/perceptual-mapping-for-entrepreneurs-using-microsiris.html Segmentation: 1. http://www.strategicbusinessinsights.com/vals/characteristics.shtml and 2. https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp? ID=9010&menuOption=learnmore&pageName=ConneXions%2BLifestage %2BGroups&segSystem=CLA.CNE 3. Moto’s internal data 4. Nielsen ConneXions; Mintel Reports: Millennials 2015. Brand Community: 1. Warc: Chobani: Cultivating a brand, one online community at a time 2013; 2. Warc: Nine rules of online content 2015.

×