The document summarizes Motorola Solutions' use of social media from 2008 to 2012. It discusses their organic growth approach and focus on extending events and launches. Key metrics on followers and views across major platforms from 2008 to 2012 are provided. The types of social media accounts in different regions are listed along with the number of followers. The document also discusses how customer insights from social listening inform engagement, campaigns, content generation and field activities.

2. Social Media Today presents:
Effective Brand Marketing on Twitter:
How to Rise Above the Noise?
Brought to you by

3. How to Participate
• Submit your questions in the GotoWebinar
presentation window
• Follow along and share your thoughts on Twitter at
#SMTlive

4. 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.

5. NOVEMBER 13, 2012
MOTOROLA SOLUTIONS
EARNED SOCIAL MEDIA
SNAPSHOT
BELINDA HUDMON| SR. DIRECTOR
GLOBAL MARKETING, MOTOROLA SOLUTIONS

6. OUR JOURNEY
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.
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

7. “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 Views
OTHER

8. RETAIL PROGRAM
OVERVIEW
Retail 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

9. INSIGHT DRIVES
ENGAGEMENT
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

10. Twitter Engagement Leaderboard
11/12/2012

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

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

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

14. “10 Keys To Optimizing Twitter Engagement”
tracksocial.com/whitepapers

15. 2-day Twitter Study
Alicanto Marketing
- Cloud-based marketing solution for SMBs
- Objective: Grow qualified follower count
Three part campaign
1. Hashtag-targeted tweets
2. Promoted tweets
3. Targeted Twitter followers
Results
- Follower count
…Starting - 102
…Ending – 290
- 184% increase
Andre Bourque
@SocialMktgFella

16. 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

17. resonates
Promoted Tweets
Promoted tweets results - 15,400 impressions / 79 clicks
Two most popular tweets help us understand what messaging
resonates
Andre Bourque
@SocialMktgFella

18. 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

19. Q&A
Brought to you by

20. 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:

21. Join us November 20th for…
Innovation from the Crowd:
How Customers Design Today's
Products
Register here:
http://socialmediatoday.com/crowdsourcing-for-
product-development