MARKETING & COMMUNICATIONS 2013
HIGHLIGHTS
AMERICAS LEARNING
BRENDA LUTERBACH
AMERICAS LEARNING
MOTOROLA SOLUTIONS
MISSION
To provide succinct, consistent, relevant and timely Marking Communications, designed on-brand using the latest techniques, across all audiences through multiple channels.
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OBJECTIVES
To ADJUST, PROMOTE, ENGAGE and POSITION the Americas Learning Organization as a best-in-class corporate learning operation.
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MARCOM SERVICES
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PRINTED MATERIALS (PUBLIC)
LMS ADS (LMS USERS)
DYNALIST (EMPLOYEES)
VEHICLES MSI.COM
CONVERGE (EMPLOYEES)
COMPASS/ WIKI (EMPLOYEES)
BLOGS (PUBLIC)
MY LEARNING DASHBOARD ADS (CHANNEL)
PARTNER CENTRAL (CHANNEL)
CHANNEL PARTNER NEWSLETTER (CHANNEL)
MSI FACEBOOK, TWITTER, LINKED IN, GOOGLE+ (PUBLIC)
MSI NEWSROOM (PUBLIC)
CATALOG (PUBLIC)
MAIL LIST (EXTERNAL)
EXECUTIVE OVERVIEW
2013 Highlights
• motorolasolutions/amlearn
- Total page views in 2013: 130K+
- New, targeted web pages: 12
- Outdated pages archived: 806
- # of JIRA tickets submitted: 144
• The Learning Advantage NA blogs posted: 8 Views: 7,747
• Partner Communications
- EMPOWERNEWS newsletter content in: 36 newsletters
- Banner ads, other updates to N.A. PartnerCentral: 12
• Employee online activity:
- Wiki page content (Q1-Q3): 33 messages | 6,329 visits
- Converge content (Q4): 15 messages | 31 subscribers
• LMS ads created: 73
• Marketing collateral materials created: 31
Revisions made post-publishing (rework): 123
• Custom emails / invitations: 15
Customers: 5 Partners: 0* Employees: 10* includes CAMs
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EXECUTIVE OVERVIEW
2013 Highlights – Marketing Impact
Marketing impacted our overall results. It was key in improving our brand and image through a strategic communication plan that delivered:
• A refreshed Americas learning website
• Employee one-stop-shopping: first a wiki then Converge
• Videos on: Lean Six Sigma, Americas Learning and Professional Certification
• Marketing Collateral including: PARTNEREMPOWER Roadmaps, Lean Six Sigma, MSI products and services, product and services technical course catalog
• Working with the global marketing team on many initiatives including: Social media and showcase events
• Cut spending on printing by more than $ 110K in 2013
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AMERICAS LEARNING WEB
2012 vs 2013
2012: Static, outdated content with hidden structure
2013: Dynamic, news-driven, tiered content
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WEB HIGHLIGHTS
Added interactive news banner at top
Reduced complexity by 75%
- Archived static course content (800+ pages) from prior year and put focus on the catalog for course information
- Refreshed outdated content that made sense to keep
- Actual web metrics are inconsistent due to outdated content pages that were not actually removed until Q4
Re-designed landing page focusing on news, key offerings and quick links
Integrated blog at the bottom for an interactive experience
Metrics in 2014 will focus on current content, working with Global / Americas Marketing team processes
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10 8 blogs were published with 7,747 views. – NORTH AMERICA 155 views 510 views 1,039 views
views
views
2,069
3,693
136 views
70 views 75 views
SOCIAL SNAPSHOT
Americas Learning Snapshot: Q4
34 tweets
19 RTs & Mentions
56% Engagement rate
@MotPublicSafety
5,199 followers
3 tweets, 2 RTs, 67% Engagement
@MotoSolutions
4,156 followers
9 tweets, 2 RTs, 22% Engagement
@MotoChannelNA
927 followers
7 tweets, 4 RTs, 57% Engagement
@MotWireless
2,185 followers
8 tweets, 8 RTs, 100% Engagement
@RhoMobile
3,855 followers
5 tweets, 3 RTs, 60% Engagement
@MotEducation
501 followers
2 tweets, 0 RTs, 0% Engagement
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SOCIAL SNAPSHOT
Americas Learning Snapshot: Q4
4,560 Likes
3 Posts 35 Likes
2 Shares
2,593 People saw the posts
Google+
1,724 Likes, in 952 circles
5 Posts 33 Plus ones
Linked In
37,615 followers
4 Posts 46 Likes
88,721 Impressions
5 Comments
352 Clicks
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SOCIAL SUCCESS FACTORS
RHOMOBILE Campaign
1. Include links back to our MSI home page with more details.
2. Cross-promote using the product, service or solutions MSI home pages or in Partner Central.
SOCIAL SUCCESS FACTORS
RHOMOBILE Campaign
3. Include in other targeted community spaces where audience members congregate such as Launchpad for Application Development.
4. Utilize Converge to ensure awareness to employees who can re-share with their networks.
5. Include in other marketing promotions whenever possible for maximized tie-in. Training, for example, could be a line item on practically every marketing communication to raise awareness and reinforce the importance of training, especially on products, services and solutions.
Example: RhoMobile Twitter Chat
- #Rho4Chat / #RhoMobile
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COLLATERAL MATERIALS
Created: 31 | Revisions made: 123 (mainly Partner materials)
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EMAIL MESSAGING
Supplement other vehicles for reinforcement
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LMS ADS
Created: 73
