effective brand marketing on twitter: how to rise above the noise?

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Social Media Today presents:Effective Brand Marketing on Twitter:

How to Rise Above the Noise?

How to Participate

• Submit your questions in the GotoWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

Our Speakers

Paul Dunay, Global Vice President of Marketing, Maxymiser

Follow him: @PaulDunay

Andre Bourque, Social Marketing Fella

Morgan J. Arnold CEO of Track Social

Belinda Hudmon Senior Director, Global Marketing at Motorola Solutions, Inc.

MOTOROLA SOLUTIONS EARNED SOCIAL MEDIA SNAPSHOT

NOVEMBER 13, 2012

BELINDA HUDMON| SR. DIRECTORGLOBAL MARKETING, MOTOROLA SOLUTIONS

2008

2009

2010

20112012

OUR JOURNEY

PAGE 6

Since we started social media in 2008, our approach has been to grow organically and opportunistically.

Today we primarily use social media to extend the strength and reach of events and launches, leveraging existing resources.

2008-2009

2010 2011 2012

YouTube 80,000 100,300 160,000 256,800+

Flickr N/A N/A 4,000 44,765+

Twitter 400 745 1,535 13,400+

Facebook 250 430 500 3,100+

LinkedIn 8,200 14,100+

Weibo 6,300+

Google+ 260+

Note: Views and Followers/Members

NA LATAM APAC EMEA

11,805@RhoMobile - 3,652@MotPublicSafety - 3,067 @MotoRetail - 2,045@MotoSolutons – 1,526@MotWireless - 1,107@MotoChannelNA - 408

1,912@MotorolaLatAm: 1176 (Sp)@MotorolaPartner: 478 (Sp)@MotorolaSol_BR: 258 (Port)

6,384@ShareMoment: 34 Weibo – 6,350

75@MotSolsEMEA: 75 Launched in May 2012

1,5822 accountsGlobal - 705Public Safety - 877

755+2 accountsMotorola Movilidad Empresarial: 560 America Latina e Caribe:195

1,842+2 accountsPublic Safety – 1,697Radio Clubhouse 145

N/A

14,289Motorola Solutions Group has 1,700 members, plus a new Learning SubGroupMotorola Public Safety Group has 180 members

1,2862 accountsSpanish: 1,066 followersPortuguese: 220 followers

1,140Developer Community

3,035Developer Group 1,135Wireless Network Solutions Partner Group 1,900 Strategic Alliances:

185,184 72,200Spanish 59,950 viewsPortuguese: 12,250 views

N/A

Upcoming Blogs None 16,526+ Blog Views3261,017

OTHER

“EARNED” SOCIAL MEDIA

RETAIL PROGRAM OVERVIEWRetail Thought Leadership Program Support (Jun – Aug 2012)• Identified 243+ influencers,

including 40 MSI top clients,for insights and engagement

• Tracked 45,000+ retail conversations for insights and opportunity identification

• Identified 52 new influential communities and forums for outreach and engagement

• Monitored topics and keywords for messaging content integration

• Tracked competitors and MSI influence and sentiment

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INSIGHT DRIVES ENGAGEMENT

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CUSTOMER INSIGHT &

ENGAGEMENT

NA Retail Marketing distributed customer and

competitive insight to key acct Mgrs, VOC team, Product teams, Demand Center.

Insight influenced customer conversations, research and

field engagement.

CAMPAIGN INSIGHT

IMC and Social Team leveraged insights for

campaign planning, key account list building (follower),

increase WOM marketing.

Key accounts, influencers and analysts followed.

Campaign plans and messaging updated based

upon topics, sentiment.

Top Retail influencers re-tweet and mention MSI posts.

CONTENT GENERATION

Messaging and content team make editorial decisions

based upon listening information.

Social Team re-posts relevant news and analyst/influencer mentions into tweets, blogs and news stories on Retail

site.

Twitter Engagement Leaderboard11/12/2012

From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers

From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers

From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers

“10 Keys To Optimizing Twitter Engagement”tracksocial.com/whitepapers

2-day Twitter Study

Alicanto Marketing- Cloud-based marketing solution for SMBs- Objective: Grow qualified follower count

Three part campaign1. Hashtag-targeted tweets2. Promoted tweets3. Targeted Twitter followers

Results- Follower count

…Starting - 102…Ending – 290

- 184% increase

Andre Bourque@SocialMktgFella

Hashtag-targeted Tweets

Used dedicated hashtags of two business conferences

• Inbound Marketing Summit - Boston (10/23 - 24) - #IMS12

• OMMA Social Conference - LA (10/24) - #MPOMMA

Andre Bourque@SocialMktgFella

Promoted Tweets

Promoted tweets results - 15,400 impressions / 79 clicks

Two most popular tweets help us understand what messaging resonates

resonates

Andre Bourque@SocialMktgFella

Targeted Twitter Followers

Use TweetAdder tool to identify small businesses who are attending / following these conferences

• Identified 562 target Twitter users. • Set to automatically follow them at a steady rate over

the next week

Andre Bourque@SocialMktgFella

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Q&A

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