Randy KsarSocial Media ManagerMotorola, Inc.

Create and Manage Social Media Content

#sjsusm

Background on Me

• San Jose State Alum – Class of ‘99• Work at Motorola in Sunnyvale• Social Media Marketing Manager for our developer program• Used to work at Yahoo! doing viral marketing• Marathoner, Cyclist, and Fundraiser for the Leukemia &

Lymphoma Society

About Motorola

• Getting Our Bots in Gear Video

What is Social Media

One to one One to many

Many to many

Listening & engaging with current and potential members of your community that builds a positive and influential relationship

Viral: Pssst…Pass it On

72% of adults trust recommendations sent via social networking sitesForrester Consulting, Spring 2008

Where is viral

Your audience

FacebookTwitterFlickrOrkut

LinkedInFriendsterMySpace

Slideshare.net

WebsitesBlogs

ForumsGoogle GroupsYahoo! Groups

What do you talk about?

• You• Your Brand• Your Company• Your Products• Your Employees• Your Offers• Your Community• Your Industry• Your Events• Your Friends

#sjsusm

Personal vs. Corporate Brand

• Brand (n): A name/mark intended to identify and differentiate a product/service (from Harte Marketing)

• How you portray yourself externally affects the corporate brand• Sometimes your brand is beneficial for a niche audience vs. a

corporate brand

Gary Vaynerchuk, Director of Operations

Video of @garyvee

Engage With Your Audience

• It isn’t about Twitter or Facebook but about the content you create

• What does your audience want to hear/watch/read?• Grab their attention in 30 seconds or less• Think About Video or Audio• Be honest and real – Not about the quality of your HD

camera vs. the content

How Does Motorola Engage

• Twitter• Facebook• YouTube• LinkedIn• Live interactive podcasts• Blogs• Discussion Boards• Meetups• Webinars

Example: Podcasts

• Started in April ’09 with no products announced just the platform

• Over the year had 50+ podcasts with experts in mobile

• Allowed for brand awareness, opportunity to talk to someone at Motorola, educate about Android, and create influencers before products were announced

• Increase site traffic and created social content for our blog

5 Tips On Creating Social Content

1. Internal Advocacy – Educate Employees2.Monitor social media for your brand, industry, and

competitors3.Be a risk taker!4.Create and share an editorial calendar5.Constantly network internally and externally

5 Tips on Managing Content

1.Create an editorial calendar and share it2.Analyze what works and doesn’t3.Find evangelists in your company & community4.Get a social media monitoring tool5.Become the expert at your company

Homework

• Get ‘doh and create a droid• Take a photo and tweet to @motodev with the

hashtag #sjsusm• You’ll be graded

Thank You

• Any questions?

• Tweet your feedback/questions/comments with the hashtag #sjsusm

• Randy Ksar - @djksar – rksar@motorola.com