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Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home
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3/31/2011
1
Global Marketing Social Media at Motorola 1Page
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 2Page
Social Media:
Beyond the Chaos
March 31, 2011
Chicago American Marketing Association
Alahambra Palace
#AMASocialJoin the Conversation!
Global Marketing Social Media at Motorola 3PageThank You Chapter Wide Sponsors
Executive Level
3/31/2011
2
Global Marketing Social Media at Motorola 4PageThank You Chapter Wide Sponsors
Platinum Level
Global Marketing Social Media at Motorola 5PageThank You
Event Sponsor
Global Marketing Social Media at Motorola 6PageChicago AMA
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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3/31/2011
3
Global Marketing Social Media at Motorola 7Page
Social Media:
Beyond the Chaos
Dave Schneider
Vice President/Marketing
Apollo Global
Director, Digital SIG, Chicago AMA
@dave_schneider
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Global Marketing Social Media at Motorola 8PageSocial Media: Beyond the Chaos
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 9Page
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3/31/2011
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Global Marketing Social Media at Motorola 10PageSocial Media: Beyond the Chaos
Marketing Landscape: Then
Marketing
2011
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Global Marketing Social Media at Motorola 11PageSocial Media: Beyond the Chaos
Marketing Landscape: Now
Marketing
2011
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Global Marketing Social Media at Motorola 12PageSocial Media: Beyond the Chaos
Social Media Landscape
Marketing
2011
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3/31/2011
5
Global Marketing Social Media at Motorola 13PageSocial Media: Beyond the Chaos
Digital Landscape
Marketing
2011
#AMASocialJoin the Conversation!
Owned
Earned
Paid
� Company Website
� Online Store
� Proprietary Online Community
� Company Website
� Online Store
� Proprietary Online Community
� Blogs
� Forums
� Video-sharing sites (YouTube)
� Photo-sharing sites (Flickr)
� Social networks (Facebook, etc.)
� Microblogs (Twitter)
� SEO/Organic search results
� Blogs
� Forums
� Video-sharing sites (YouTube)
� Photo-sharing sites (Flickr)
� Social networks (Facebook, etc.)
� Microblogs (Twitter)
� SEO/Organic search results
� Display/Banner
� Paid Video
� Paid Search
� Display/Banner
� Paid Video
� Paid Search
Global Marketing Social Media at Motorola 14PageForrester’s Technographic Social
Ladder
Inactives
Spectators
Joiners
Collectors
Critics
Conversationists
Creators
None
Read blogs, watch peer-
generated video, listen to
podcasts, read online forums
Maintain a profile or join a
social networking site
Use RSS, tag web pages or
photos
Post ratings/reviews, comment
on blogs, contribute to online
forums or contribute/edit wiki’s
Update status on social
networking site (FB, LI, Twitter,
etc.) at least once weekly
Publish a blog, web pages,
upload videos/audio, write
articles
52%
33%
19%
15%
19%
NA
13%
Q406
Source: Forrester Q4/2009
Global Marketing Social Media at Motorola 15PageForrester’s Technographic Social
Ladder
Inactives
Spectators
Joiners
Collectors
Critics
Conversationists
Creators
None
Read blogs, watch peer-
generated video, listen to
podcasts, read online forums
Maintain a profile or join a
social networking site
Use RSS, tag web pages or
photos
Post ratings/reviews, comment
on blogs, contribute to online
forums or contribute/edit wiki’s
Update status on social
networking site (FB, LI, Twitter,
etc.) at least once weekly
Publish a blog, web pages,
upload videos/audio, write
articles
52%
33%
19%
15%
19%
NA
13%
17%
70%
59%
20%
37%
33%
24%
Q406 Q409
Source: Forrester Q4/2009
3/31/2011
6
Global Marketing Social Media at Motorola 16PageSocial Media: Beyond the Chaos
Consumer Engagement
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Transparency
Trust
Content
Attention
Participation
Consumption
Sharing
Privacy
Connected
Relationships
Global Marketing Social Media at Motorola 17PageSocial Media: Beyond the Chaos
Social Media Storytelling
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“Stories tell us of what we already
knew and forgot, and remind us of
what we haven’t yet imagined.”
Anne L. Watson
Global Marketing Social Media at Motorola 18PageSocial Media: Beyond the Chaos
Today’s Storytellers
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Jennifer SevernsZocalo Group
@jennerus
Troy JanischAmerican Family Insurance@socialmeteor
Bill ChamberlinIBM
@horizonwatching
Blagica BottiglieroMotorola Mobility@blagica
