Overview by dave Schneider, Director of the Digital SIG for the Chicago AMA and VP Marketing at the Apollo Group

1. 3/31/2011
Global Marketing Social Media at Motorola Page 1
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Global Marketing Social Media at Motorola Page 2
Social Media:
Beyond the Chaos
March 31, 2011
Chicago American Marketing Association
Alahambra Palace
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Global Marketing
Thank You Chapter Wide Sponsors
Social Media at Motorola Page 3
Executive Level
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2. 3/31/2011
Global Marketing
Thank You Chapter Wide Sponsors
Social Media at Motorola Page 4
Platinum Level
Global Marketing
Thank You
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Event Sponsor
Global Marketing
Chicago AMA
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Save the Date!
April 12th (2:00 5:00PM)
Integrated Marketing 3.0
Google Chicago
May 5th (8:00 10:30AM)
B2B2C Marketing: Who Owns the Customer?
Gene Siskel Film Center
June 22nd
BrandSmart 2011
Cranking Your Brand Up To 11
Spertus Institute
Visit www.chicagoama.org/currentevents for more information and registration
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3. 3/31/2011
Global Marketing Social Media at Motorola Page 7
Social Media:
Beyond the Chaos
Dave Schneider
Vice President/Marketing
Apollo Global
Director, Digital SIG, Chicago AMA
@dave_schneider
#AMASocial
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Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 8
Today’s Agenda
(Introductory Remarks & Context) ~4:00
Blagica Bottigliero, Director of Social Media – Motorola Mobility
Bill Chamberlin, Principal Social Insights Analyst, Market Insights – IBM
Troy Janisch, Social Media Manager – American Family Insurance
(Break @ ~5:15)
Jennifer Severns, Creative Director – Zocalo Group
(Panel Q&A Discussion) ~5:50
(Closing Remarks) ~6:20
(Networking) ~6:30 8:00
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Global Marketing Social Media at Motorola Page 9
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4. 3/31/2011
Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 10
Marketing Landscape: Then
Marketing
2011
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Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 11
Marketing Landscape: Now
Marketing
2011
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Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 12
Social Media Landscape
Marketing
2011
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5. 3/31/2011
Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 13
Digital Landscape
Display/Banner
Company Website
Paid Video
Online Store
Paid Search
Proprietary Online Community
Paid Owned
Marketing
2011
Earned
Blogs
Forums
Video-sharing sites (YouTube)
Photo-sharing sites (Flickr)
Social networks (Facebook, etc.)
Microblogs (Twitter)
SEO/Organic search results
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Global Marketing
Forrester’s Technographic Social
Social Media at Motorola Page 14
Ladder
Q406
Publish a blog, web pages,
Creators upload videos/audio, write 13%
articles
Update status on social
Conversationists networking site (FB, LI, Twitter, NA
etc.) at least once weekly
Post ratings/reviews, comment
Critics on blogs, contribute to online 19%
forums or contribute/edit wiki’s
Use RSS, tag web pages or
Collectors photos 15%
Maintain a profile or join a
Joiners social networking site 19%
Read blogs, watch peer-
Spectators generated video, listen to 33%
podcasts, read online forums
Inactives None 52%
Source: Forrester Q4/2009
Global Marketing
Forrester’s Technographic Social
Social Media at Motorola Page 15
Ladder
Q406 Q409
Publish a blog, web pages,
Creators upload videos/audio, write 13% 24%
articles
Update status on social
Conversationists networking site (FB, LI, Twitter, NA 33%
etc.) at least once weekly
Post ratings/reviews, comment
Critics on blogs, contribute to online 19% 37%
forums or contribute/edit wiki’s
Use RSS, tag web pages or
Collectors photos 15% 20%
Maintain a profile or join a
Joiners social networking site 19% 59%
Read blogs, watch peer-
Spectators generated video, listen to 33% 70%
podcasts, read online forums
Inactives None 52% 17%
Source: Forrester Q4/2009
5

6. 3/31/2011
Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 16
Consumer Engagement
Transparency Content Participation Sharing Connected
Trust Attention Consumption Privacy Relationships
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Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 17
Social Media Storytelling
“Stories tell us of what we already
knew and forgot, and remind us of
what we haven’t yet imagined.”
Anne L. Watson
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Global Marketing
Social Media: Beyond the Chaos
Social Media at Motorola Page 18
Today’s Storytellers
Blagica Bottigliero
Motorola Mobility
@blagica
Bill Chamberlin
IBM
@horizonwatching
Troy Janisch
American Family Insurance
@socialmeteor
Jennifer Severns
Zocalo Group
@jennerus
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