The document recommends creating an online tech forum powered by Motorola to target pragmatic professionals and traditional techies. It would use crowdsourced content to build a technology-focused brand community. In the short term, the forum would drive engagement on Motorola's website and improve its organic search results. Long term, the goal is for the forum to become a go-to hub for all things tech with both targeted and broader segments contributing user-generated content.

1. Allison, Gam, Caroline, Ellen, Tracy, Abby
Motorola Brand Community Project

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. Problem1

4. Problem
Current Message
01
Creative & Lifestyle Brand
Consumer Perception
High engagement in technology-related content

5. 01
Source: Appendix

6. Solution2

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. 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. 0202
Smartphone Savvy Socialites Pragmatic Professionals Cutting edge creative Traditional Techies

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. 02 Cutting
edge
Creative
Pragmatic
/Traditional
Cutting
edge
Creative
Pragmatic
/Traditional

12. 3
Execution

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. 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. 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. 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. 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. 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. 03
What It Will
Look Like
Example Post
Questions
Which smart watch should I buy?

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. Impact4
Short Term
Long Term

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. 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. Questions ?

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.