MOTO

COMMUNITY PROJECT

The Team
Hailey Meinen

Xinyu (Cassie) Liu

Pavinee (Ping)
Praneeprachachon

Britney McTush

Laurel Neveu

AGENDA

OBJECTIVES

CONTEXTUAL ANALYSIS

SEGMENTATION

CORE NEED

OUR PLAN

OPPORTUNITY AND IMPACT

OBJECTIVES
Build & Leverage The Moto Brand
Using The Community Platform:
Community Targeting
Community Positioning
Community Execution & User Experience

CONTEXTUAL ANALYSIS

CURRENT MOTOROLA PERCEPTION

Old-school
Razr
Walkie talkie
Cheap
My first phone
Durability

Source: Student Customer survey

MOTO SOCIAL ANALYSIS

Keywords: Moto, Motorola, Deals, Wireless, 360, Droid

78% Most Conversations were on Twitter studied

Functionality and Production and promotions
More positive sentiment

Source: Radian 6 and Social Mention

SMART PHONE POSITIONING MAP

Note: These positionings are made using the social media listening tools

MOVING TO
ASPIRATIONAL

WHY ASPIRATION?
Our sense of ourselves is constantly evolving,
but the path we're pursuing rarely changes.
This consistent direction is our aspirational
identity....
- Charlie Brown, founder & CEO of Context Partners

Source: Brown, Charlie. "If You Want Your Brand To Succeed, Make It Aspirational, Not Inspirational." Co.Exist. Context Partners, 04 Dec. 2014. Web. 09 Mar. 2016.v

WHY ASPIRATION?
Anyone can compete on functionality
Aspiration is an ongoing need
Not a product, but a solution
Aspirations require long term dedication which could mean
longer term engagement with the brand

Source: Brown, Charlie. "If You Want Your Brand To Succeed, Make It Aspirational, Not Inspirational." Co.Exist. Context Partners, 04 Dec. 2014. Web. 09 Mar. 2016.v

Becoming Aspirational
with
a Brand Community

BENEFITS OF BRAND COMMUNITY

Creates opportunity for
engagement and relationship
building with consumer
Word-of-mouth/Reach
Consumer Insights
Promotion
Provide Product Information
Support New Product/Brand Extension
Source: Oracle: Best Practices for Measuring the Return on Investment of Online Communities

If your organization helps the

community address their challenges,
theyll not only remain on your site, they
will tell others about it.
- Randy Hlavac

Source: Hlavac, Randy. Social IMC: Social Strategies with Bottom Line ROI

COMMUNITY ANALYSIS
More engaged space

Note: Blogs without inactive comment section are regarded as almost one-way communication. Support forums are regarded as
Brand Focus/One-Way Communication

SEGMENTATION

MOTOROLA.COM
CURRENT VISITORS

Given the Neustar report of motorola.com, visitors provided by

Moto, individuals are 30% more likely to visit the website if they
are:

Middle-aged (52 y.o.)

Asian
Suburban
Wealthy
Educated
Tablet-owners
Still reads print media

Source: Neustar, provided by Motorola

SEGMENTATION PROCESS
Experian Mosaic Segmentation:
A household-based consumer lifestyle segmentation system that classifies
all U.S. Households and neighborhoods into 71 unique descriptive segments
High digital engagement:
Groups that integrate digital into many parts of their lifestyles
Moto can help:
Motos current assets can provide a solution to these groups pain points
Potential to grow Motos consumer base:
Tapping into these consumers can grow brands popularity among coveted
young adults

Please see appendix for 71 Mosaic segments

Description

Promising
Families

Young couples with

children in starter homes
living child-centered
lifestyles

Singles
&
Starters

Young singles
starting out, and
some starter families,
in diverse urban
communities

Middle
Class
Melting
Pot

Mid-scale, middle-aged
and established couples
living in suburban and
fringe homes

Digital Behavior
Tech Savvy.
Practical use of
the internet.

Very engaged and

social online.

Engaged Online
through Chat Forums
and Messaging

Needs/Pain Point
Need help
multitasking and
juggling work and
childcare

Self-described
workaholics share a
desire to move up in
status. They
realize that every career
journey starts with a first
step.
American dream.
Maintaining their
standard of living and
their present level of
comfort.
Please see appendix for 71 Mosaic segments

SINGLES & STARTERS

Subsegments:
Need guidance & information more than ever as they find their place in society

Full Steam Ahead

Younger and middle-aged singles
gravitating to second-tier cities
--Attend adult education classes
Self-described early adopters
Feel that ambition and risk-taking will
help bring them happiness
Headed for the top of their careers

Digital Dependents
Mix of Generation Y and X singles who
live digital-driven, urban lifestyles
--Constantly striving for more out of life:

more money
better living arrangements
better careers
latest fashions

Social Multi-tasker

Please see appendix for 71 Mosaic segments

SINGLES & STARTERS

360 DIGITAL ENGAGEMENT

OTHER USES

PRIMARY
Chat
Forums

Podcasts

Digital
Behavior

Utilitarian Tasks
Music Downloads

Online Dating
Lifestyle Information
Job & Car Search

Videos

Online 24/7 through mobile devices

Consumes little traditional media
Please see appendix for 71 MOSAIC segments

CORE NEED:
CAREER ADVANCEMENT

SINGLES & STARTERS

Highly engaged in the digital
space

Most have landed their first job

Now they are anxious to advance

their career in a steady projectory
Need encouragement and tools to
be motivated but most arent able
to find these resources
Please see appendix for 71 MOSAIC segments

OUR PLAN

CHALLENGES
Singles and Starters aspire to
advance their careers but lack the
confidence and the tools to reach
their goals

POSITIONING STATEMENT
To Singles & Starters, the MOTO Brand
Community is the online source for career
advancement that offers confidencebuilding tools, because the MOTO
community is powered by curated industry
insights and member-to-member
collaboration that helps achieve career goals.

BIG IDEA

CareerSurge
CareerSurge validate Singles & Starters aspiration
to make an impact in society by providing the tools
to learn and share information for career
advancement

CareerSurge
Content

User Experience
Gamification

CONTENT FOR CAREER ADVANCEMENT

The Academy
Coding Course
Full Stack Inbound Marketing
Courses

TECHNOLOGY
Phone Apps
New to Market

CAREER
The Job Search
Cover Letters
and Resumes

INTERESTS
Conferences
Events
News

CAREERSURGE MOTO BUTTON

LANDING PAGE

MEMBER HOMEPAGE

MOBILE MOCK UP

Responsive Design

Easy to Navigate
Social Media Sharing
Instant Updates

Place your screenshot here

MEMBER ACCOUNT PAGE

ACCOUNT PROFILE
DATA CAPTURE:

GENDER

LOCATION

AGE

ETC.

GAMIFICATION
Levels of Engagement

Points based on Engagement

1 point per comment 10 points per webinar attended

Explorer
50 Pts

50 points to take a class

Influencer

Expert

Genius

200 Pts

500 Pts

1000 Pts

Explorer profile badge

Influencer profile badge

Expert profile badge

Early access to
webinars and events

Early access to
webinars and Events
discounts on classes

Early access to webinars

and events

Discounts on classes

Genius profile badge &

mention on homepage, social
media once accessed
Anytime access to webinars
and events

Discounts 1 free class

Access to exclusive
Q&A Chats

3 free Class
Access to exclusive Q&A
chats

Access to exclusive Q&A

chats
Free Moto phone and Lenovo
computer (Ambassador
Status)

VIRALITY

VIRALITY: THE LAUNCH - Tentpole Sponsorship

THE SOURCE FOR MILLENNIAL CAREER ADVANCEMENT IN THE TECH AGE

Sponsored Activation: Tech & Careers l Careers in Tech

Virtual informational interviews

Live Streaming of events directly on community site:

- Must sign up to view
- Key influencers like Sheryl Sandberg; Ashton Kutcher; Russell
Simmons, and Forbes 30 under 30 leaders

VIRALITY: Post Launch

Video Series Promotion

15 second clips from major influencers stating why

the CareerSurge is the best destination tools to
enhance your career
Sign up for exclusive video content/interview
Sweepstakes to conduct an interview of your role
model
Must sign up, comment on videos, and share
forum on social media.

OPPORTUNITY

OPPORTUNITY
Existing Millennial Career Sites

Our Point of Differentiation

Business Career Sites

Career-focused Social Communities

Accessibility
Exclusive Content
Engagement
Gender Neutrality

CONCLUSION
Brand strength:
- Moto Community is an interactive space that encourages and
increases consumer engagement with the brand.
- Moto Community will strengthen Motos brand equity by
giving value to customers and prospects.
Product Sales:
Increased
Engagement

More
Motorola.com
Conversions

Increased
Product Sales

THANKS!
Any questions?

APPENDIX

Social Mention
Social Analysis of Conversation Sentiment
Keyword: Moto

Experian Marketing Services Mosaic Group and Segmentation Descriptions

Great BRAND COMMUNITIES

Solve Consumers Pain Points

Proctor & Gamble Beinggirl.com Brand Community

Focus on lifestyle of teenage girls and give them advice on

menstruation/puberty
Why: Research revealed that Girls tend to stick to the same brand
throughout their lives.
Impact: beinggirl.com is four times as effective as advertising in
reaching its target consumers.

Source: Li, Charlene, and Josh Bernoff. Groundswell: Winning in a World Transformed by Social Technologies. Boston, MA: Harvard Business, 2008. Print.

TARGET MARKET: SINGLES & STARTERS

Demographics

Home

Pain
Points

College-educated

Most are single

Control over life & work

Ages 20-34

1:3 have families

Financial anxiety

Ethnically Diverse

Residing in 2nd-tier
cities:
Atlanta
Boston
Las Vegas

Career anxiety

20% Unemployed
entry-level position
Below $52k Income
Limited Disposable
income

Life on budget

CONTENT GUIDELINES
Balance

Combination of sponsored stories and UGC

Providing useful materials
Letting consumers express own voices

Key: sponsorship without interference

Consistency

Updating Daily Content

Consistent Standards for Influencers brought into the space

Credits
Special thanks to all the people who made
and released these awesome resources for
free:
Presentation template by SlidesCarnival
Photographs by Startupstockphotos,
Moto Instagram, and Pixabay