This document outlines plans to build an online brand community called MotoMe for the Moto phone brand. It aims to increase brand awareness and sales by targeting customers seeking phone customization. The community will position Moto as providing freedom of choice through personalization. Key elements include a personalized avatar, interest-based content blocks, and social connections. A campaign called GenMoto will encourage user-generated phone designs to engage customers. Visual communication like emojis and avatars are emphasized to reflect customers' freedom of self-expression. Gamification elements and influencer marketing will also be used to promote the community.
2. Hello! :-)
LIANG LIU
What I look for
in a phone:
Uniqueness
SHARON LIAO
What I look for
in a phone:
Ecosystem
WENYI LIANG
What I look for
in a phone:
Integration
SONIA KURNIAWAN
What I look for in a
phone:
Photo Quality
ANNA KLUTHO
What I look for
in a phone:
Aesthetics
6. Segmentation -
What do you look for when buying a new phone?
Just for Me
I want to have the
power to choose what
my phone is like.
Deal-Seeker
I need to keep
contact with others
and that’s it.
Pragmatics
I want a phone that
works well and
lasts long.
The “Royals”
Somebody has to
take care of me and
my phone.
Pretty Please!
I want something
that looks pretty.
Trend-Setter
I want to get the
latest model.
7. Customization -
Unmet Need
“More than half of cell phone
owners reported a desire to have
more hardware customization
options.”
----Mintel
Rationale:
8. Customization is a Niche Market for Moto
Generic
iPhone
Customized
Moto
“For the last couple of years, my
setup on my iPhones has been
STOCK. No bothering with
changing even the icons on the
start screen.”
Customization Scheme
Samsung
HTC
LG
Rationale:
9. Target Market Sizing
2016 U.S. Adults
250 Million
Own a Smartphone
160 Million
Desire Customization
83.2 Million
In Social Market
75 Million
(90%)
(64%)
(52%)
11. Moto’s Core Insight:
Freeing individuals to do things on their own terms
requires giving them the power to explore,
experiment, try new things and consider new
ideas. It is this act of choosing that frees us —
providing control — through access to the things in life
which help define who we are.
--- Moto Briefing Slides
12. MOTO Community Positioning
To the “Just for Me’s,” MOTO Community is the social
space where members have the freedom to personalize
their social experience with the Moto brand because the
Moto Community lets you choose what you see, how
you see it, and how you express yourself in a social
environment.
13. Rationale:
Brand DNA
“Power to Choose”
Customer
Needs
Customization
Product
Offering
Avatar
Aggregator
Emoto-Moji
Competition
Freedom to
Personalize
Technical solution
oriented
15. What a Community Is
◎ A place where members can learn, share,
& connect around a topic of interest
◎ A major commitment and investment
that requires full organizational integration
What a Community Does
◎ Enhances an organization’s relationship
with people (not just its customers)
◎ Exists to serve the people in it
16. Best Practices for Building Community
Relevant Content
Consumer Empowerment
Exclusivity
Gamification
User-Generated Content
17. Moto’s Current Community -
Opportunities
◎ Low amount of user interaction
◎ Too much of a variety of languages all on one
page
◎ Confusing layout
◎ Does not reflect any of Moto’s brand
essence or promise:
◉ Designed to put customers first
◉ Freedom of personalization
19. MotoMe -
An Aggregator Social Site
To make Moto Community website an aggregator social site in which
people can personally curate topics of interest and socialize
GOAL
20. Moto’s Revamped Community Website:
MotoMe
1. Aim to start with the Consumer
2. Visualization, Simplification and Personalization
are KEY
New Website will comprise of 4 main blocks:
PROFILE
HOME
FOLLOWING
EXPLORE
*Rationale: Visualization & simplification are the tools that supports the freedom of personalization for the
Moto community. Simplification offers a simple design that makes navigation and personalization easy and
user-friendly, while Visualization is essential because it helps with consumer’s expressions of thoughts, being
able to visualize an emotion would make communicating feel more personal tying back to Moto’s position.
27. Other Activation Possibilities:
Emoto-Moji
What is Emoto?
- Is a personal emoji generator in which customers could create
their own emoji and use them to communicate with each other
How it ties to positioning?
- Builds on the customization idea
- Emoji is a form of visualization and is universal (does not
discriminate age, sex or race), thus relatable
- Visualization is essential Moto’s freedom-to-choose because it
helps with consumers expressions of thoughts, being able
to visualize an emotion would make communicating feel
more personal
Usages:
- Emoto app that allows users to use Emoto’s on their daily text
messages
- Chat function embedded in the MotoMe community in which
Emoto could be used to communicate and express themselves
*Visualization & Power of Emoji research:
1. http://academic.mintel.com.turing.library.northwestern.edu/display/752638/?highlight
2. http://academic.mintel.com.turing.library.northwestern.edu/display/757470/?highlight#hit1
29. Goal of Activation
Drive traffic to MotoMe Community & across Moto
Channel Network
Raise Brand Awareness of Rebranded Moto
Enhance Brand Association with Customization
and Freedom
Increase Brand Affinity by Empowering and
Engaging Consumers
Trigger Consideration of Purchase and Actual
Revenue Increase
30. A User-Generated-Content Campaign
that encourages consumers (and
potential consumers) to show their
creative ideas about what the next
generation of Moto smartphone could
be like.
GenMoto
Smartphone Design Competition
“Next GENERATION of Moto,
GENERATED by You”
31. Consumers Design Customized Ideal Moto
Phone
Upload Design Idea Proposals and Sketches onto
MotoMe Community Website
Moto Picks TOP 10 for the Grand Final Vote
GenMoto Process
Could Design Either Hardware
or Software or Both
Must First Register to be
a MotoMe Community Member
1
2
3
32. TOP 1 Voted - Winner Announced
The Winner will be named “Moto Design
Apprentice,” and will travel to Moto headquarters
to help bring their design to life
Ideas Adopted for the Next Generation of Moto
(if Tested Viable)
GenMoto Process
4
5
6
34. Place your screenshot here
Social Media
Facebook, Twitter, Instagram, Snapchat
hashtags #MotoMe & #GenMoto
35. Poster
- Appealing
introduction of
GenMoto
Competition
- Call to follow
in social media
Virtual Gallery
- Display the
designs of the Top
10 GenMoto
finalists
- Encourage
consumers to vote
on MotoMe
community
Trial of MotoMe
- Consumers can
register and play
on MotoMe
while purchasing
phones in stores
Point of Sale
Tactics at
Carriers
36. Harness the Power of Influencer
Ashton Kutcher is a Moto spokesperson.
He currently has over 17M followers on Twitter.
Tweet campaign related blurbs to encourage
people to join the conversation
Design his signature Moto model and
participate in GenMoto
15-second video promoting GenMoto
Competition
Ashton.Kutcher(@aplusk) I Twitter
http://twitter.com/aplusk
12 hours ago - View on Twitter
Custom creating my own Moto phone!
Try pic.twitter.com/st6xNLQIZ...
37. Project Timeline
Community
Development
July
Community
Story
March April May June
Top10 GenMoto
Voting
GenMoto
Competition
GenMoto&MotoMe
Launch
Winner
Announcement
Campaign
Evaluation
Strategy
Planning
Create Buzz
Influencer
Digital
Campaign
# of users
User Activeness
Announce Top 10
Finalist
Social Media
POS
Moto Website
Increase user registration
and activeness
Earned Media
Coverage
Arouse awareness
of MotoMe
38. Summary
Clarify target consumers and
positioning
Design MotoMe community to
support the positioning
Attract members and increase
awareness
Keep long-term conversations
Customization and Freedom
Online aggregator community
GenMoto campaign
Continued cultivation of
community
41. Why Harness Visual Communication?
Insight:
If we wanted to
create a community,
we must first
understand how
people currently
communicate. Today
people communicate
through visuals
42. Why Harness Visual Communication?
◎ Image sharing on the rise
◉ Third of consumers say
that they enjoy posting
multimedia content online
(Up almost 25% from
2011).
◎ Social networking strong
component of internet usage
◉ 80% of Americans use the
internet at home
◉ Growing to more than
90% for those under the
age of 45 (MOTO Target
Market within this
demographic)
Source: http://academic.mintel.com.turing.library.northwestern.
edu/display/757470/?highlight#hit1
43. Moto’s Revamped Community Website:
PROFILE
● Personalized avatar
● Aggregator blocks
○ Similar to Pinterest/Flipboard/
Stumbleupon
○ Has mandatory Motorola stuff (forum, blog, store)
○ Topics of interest that they can select
● Can connect to their social networks instead of having Moto’s
own image page
○ Instagram, Twitter, Spotify
*Rationale:The way the community website is structured factors into the positioning of freedom-of-choice because it
gives customers the flexibility to tailor their page and the content based on their best interest.
Ex: The personalized avatar lets customers express themselves and their personality as MotoMe includes features
that lets customers dress up their avatar, pick moods for their avatar, decorate rooms for their avatar, etc.
44. Benefits of Gamification
● Social gaming engages and tends increase site
activity that could inspire the creation of
communities among loyal fans
● Gather powerful customer data
● Give back to the community through gamifications:
Rewards
● Gamification can help improve Moto’s online
presence
Source:https://www.b2bmarketing.net/resources/blog/5-benefits-gamification-can-bring-your-marketing-business
*Rationale: For the Moto community, the gamification element is another way Moto community users can express
themselves through the rewards system in which users will be rewarded rewards related to personalization. Ex:
Items that can help customize their avatar, a customized moto case etc.. The gamification is also great in
increasing user engagement, attract people to sign up for the community and gain powerful customer data.
