effective brand marketing on twitter: how to rise above the noise?
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Brought to you by
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
PAGE 8
INSIGHT DRIVES ENGAGEMENT
PAGE 9
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
Thanks for Joining Us
• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.
• Connect with our panelists on Social Media Today using the search function:
Join us November 20th for…
Innovation from the Crowd: How Customers Design Today's
Products
Register here:http://socialmediatoday.com/crowdsourcing-for-
product-development