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Effective Brand Marketing on Twitter:  How to Rise Above the Noise?
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Effective Brand Marketing on Twitter: How to Rise Above the Noise?

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  • Title Page Option 3 Solid-colored BackgroundDate/location information is Arial16pt. Headline copy is Arial Bold 54pt in all caps. Use Paragraph Line Spacing Multiple of 0.8 with 0pt spacing before and after.Presenter information is Arial Bold 18pt in all caps. The Paragraph Line Spacing is Exactly 0.9pt with 0pt spacing before and after.Background can be changed to any color is white.
  • Organic, opportunistic, seeking influencers – not spam.57% of companies have acquired a customer through LinkedIn -- Nearly 60% of B2B marketers saw improved search rankings from their social effortsMotorola Solutions: Total Likes 636 - Number of unique people who were friends with people who liked your Page as of 8/9/12.181,950 Motorola Public Safety: 856 Friends of Fans:336,753
  • We learned about Retail Executive Summit through social. Attended and engaged in summit. Access to influencers.CIO City of Boston – we followed, followed back, retweet.We are analyzing over 18,000 retail mentions per month.  In the eleven weekly reports between 6/4 and 8/19:Mentions aggregated: 45,000+Influencers uncovered: 243MSI top 40 Client stories highlighted: 46Stakeholder activities shared: 26New influential communities identified: 52
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    • 1. Social Media Today presents: Effective Brand Marketing on Twitter: How to Rise Above the Noise?Brought to you by
    • 2. How to Participate• Submit your questions in the GotoWebinar presentation window• Follow along and share your thoughts on Twitter at #SMTlive
    • 3. Our SpeakersPaul Dunay, Global Vice President of Marketing, MaxymiserFollow him: @PaulDunayAndre Bourque, Social Marketing FellaMorgan J. Arnold CEO of Track SocialBelinda Hudmon Senior Director, Global Marketingat Motorola Solutions, Inc.
    • 4. NOVEMBER 13, 2012MOTOROLA SOLUTIONSEARNED SOCIAL MEDIASNAPSHOTBELINDA HUDMON| SR. DIRECTORGLOBAL MARKETING, MOTOROLA SOLUTIONS
    • 5. OUR JOURNEYSince we started social media in 2008, ourapproach has been to grow organically andopportunistically.Today we primarily use social media to extend thestrength and reach of events andlaunches, leveraging existing resources. 2012 2011 2010 2008- 2010 2011 2012 2009 2009 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+ 2008 Facebook 250 430 500 3,100+ LinkedIn 8,200 14,100+ Weibo 6,300+ Google+ 260+ Note: Views and Followers/Members PAGE 6
    • 6. “EARNED” SOCIAL MEDIA NA LATAM APAC EMEA 11,805 1,912 6,384 75 @RhoMobile - 3,652 @MotorolaLatAm: 1176 (Sp) @ShareMoment: 34 @MotSolsEMEA: 75 @MotPublicSafety - 3,067 @MotorolaPartner: 478 (Sp) Weibo – 6,350 Launched in May 2012 @MotoRetail - 2,045 @MotorolaSol_BR: 258 (Port) @MotoSolutons – 1,526 @MotWireless - 1,107 @MotoChannelNA - 408 1,582 755+ 1,842+ N/A 2 accounts 2 accounts 2 accounts Global - 705 Motorola Movilidad Public Safety – 1,697 Public Safety - 877 Empresarial: 560 Radio Clubhouse 145 America Latina e Caribe:195 14,289 1,286 1,140 3,035 Motorola Solutions Group has 2 accounts Developer Community Developer Group 1,135 1,700 members, plus a new Spanish: 1,066 followers Wireless Network Learning SubGroup Portuguese: 220 followers Solutions Motorola Public Safety Group Partner Group 1,900 has 180 members Strategic Alliances: 185,184 72,200 1,017 N/A Spanish 59,950 views Portuguese: 12,250 views 326 Upcoming Blogs None 16,526+ Blog ViewsOTHER
    • 7. RETAIL PROGRAMOVERVIEWRetail Thought LeadershipProgram Support (Jun – Aug2012)• 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
    • 8. INSIGHT DRIVESENGAGEMENT CUSTOMER NA Retail Marketing distributed customer and Insight influenced customer INSIGHT & competitive insight to key acct Mgrs, VOC team, Product conversations, research and field engagement. ENGAGEMENT teams, Demand Center. Key accounts, influencers and IMC and Social Team analysts followed. CAMPAIGN leveraged insights for campaign planning, key Campaign plans and messaging updated based INSIGHT account list building (follower), increase WOM marketing. upon topics, sentiment. Top Retail influencers re-tweet and mention MSI posts. Social Team re-posts relevant CONTENT Messaging and content team make editorial decisions news and analyst/influencer mentions into tweets, blogs based upon listening GENERATION information. and news stories on Retail site. PAGE 9
    • 9. Twitter Engagement Leaderboard 11/12/2012
    • 10. From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers
    • 11. From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers
    • 12. From “10 Keys To Optimizing Twitter Engagement” – tracksocial.com/whitepapers
    • 13. “10 Keys To Optimizing Twitter Engagement” tracksocial.com/whitepapers
    • 14. 2-day Twitter StudyAlicanto Marketing - Cloud-based marketing solution for SMBs - Objective: Grow qualified follower countThree part campaign 1. Hashtag-targeted tweets 2. Promoted tweets 3. Targeted Twitter followersResults - Follower count …Starting - 102 …Ending – 290 - 184% increase Andre Bourque @SocialMktgFella
    • 15. Hashtag-targeted TweetsUsed dedicated hashtags of two business conferences • Inbound Marketing Summit - Boston (10/23 - 24) - #IMS12 • OMMA Social Conference - LA (10/24) - #MPOMMA Andre Bourque @SocialMktgFella
    • 16. resonates Promoted TweetsPromoted tweets results - 15,400 impressions / 79 clicksTwo most popular tweets help us understand what messaging resonates Andre Bourque @SocialMktgFella
    • 17. Targeted Twitter FollowersUse TweetAdder tool to identify small businesses who areattending / following these conferences • Identified 562 target Twitter users. • Set to automatically follow them at a steady rate over the next week Andre Bourque @SocialMktgFella
    • 18. Q&ABrought to you by
    • 19. 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:
    • 20. Join us November 20th for… Innovation from the Crowd: How Customers Design Todays Products Register here:http://socialmediatoday.com/crowdsourcing-for- product-development