0:00 Hi, everyone. Welcome to this session, Real Vibe, Real Impact. I'm Nitin, Lead Client Success Manager in our UK strategic team. 0:10 I've been partnering with brands for the last eight plus years to build omnichannel strategies to drive growth. So I'm super excited to be joined by one of my clients, James Atkins, the e commerce director at Motorola, to understand how Motorola have built a full funnel strategy to drive conversion. 0:35 We'll kick off with some thought leadership on what we're seeing in the market. We'll then dive into Motorola's key challenges, their program impact to date, and their game plan moving forward, leaving you with a playbook to take back to your businesses. 0:52 So what are we seeing in the market? Well, being a social first brand is key with the number of users shopping on social expected to continue to rise. 1:03 So it is critical to engage your customers where they are shopping to maximize revenue. We're seeing over a third of shoppers discover new products through social media. 1:16 So, if you aren't creating authentic content that your customers can relate to on social, your competitors are, which will make you less visible in the marketplace. 1:27 How do we leverage social content across the customer journey? Well, for those who aren't aware, at Bazaarvoice, we can collect both authentic user generated and creator content and distribute that content across the customer journey full funnel, whether that's within your own ecosystem or through your retail partners, and measure the impact in real time. 1:52 So we have James on the line to talk through how Motorola have been social proofing across their customer journey. James, thank you so much for joining us today. 2:03 Could you talk us through some of the key challenges facing Motorola right now? Of course. Thanks, Nathan. Good afternoon. Good morning. Good evening, everyone, wherever you are. 2:14 So before I talk too much about what we've done, I think it's quite, useful to just provide a little bit of context, for where Motorola are. 2:23 So if we move to the next slide, I've written a bit of blurb but I'm going to talk about what we're, where we are. So those of you that are old enough will remember Motorola from the good old days. 2:35 We were one of the well, we invented the mobile phone, but we were one of the biggest mobile brands, in in the world. And then Android and smartphones came along. 2:45 Now we're not here to dissect the pros and cons of our business strategy at that time, but it's safe to say that we kind of failed to innovate with, with regards to Android and our market share suffered as a result. 2:58 Now through a series of purchases and acquisitions, we also had a lot of our IP stripped out of our business and we found ourselves in a position, several years ago where we had very little differentiation in product and and and technology and a market share that radically differed depending on your geo. 3:20 So Europe was really where we, suffered the most because Europe is quite a tech leading, geo. And because of our failed innovation, we sort of missed the, missed the market. 3:31 We were able to maintain the market in places like LATAM and North America to a certain extent. So, as an organization, we weren't kind of left floundering, but we had pockets of strength and then pockets of, the globe where we really needed to, kind of regain our dominance. 3:54 We're also owned by Lenovo, who is the biggest laptop manufacturer in the world, one of the biggest tech companies in the world. So we have this unique problem where we've got scale, we've got infrastructure, we have the ability to create tech on mass. 4:09 We compete with Samsung and Apple on on buying chipsets because of who we are. But we're in a market where we were really struggling to get any cut through. 4:19 People remembered Motorola, but they just didn't consider us as a smartphone, kind of option, really. So, if we move to the next slide. 4:28 So as an organization, and and this has been going on for probably five or six years, we had a big plan to kind of rebuild our business. And that starts with the product itself and I'm not gonna sort of spend too long talking about that but it's about, investing in r and d, making sure that we have, ownable assets that we can market, we can create differentiation, and starting to build up our IP portfolio again to to to allow us to talk about what those differences are. 4:56 And this became part of a bigger plan that last year was, coming was about becoming top three within three years. We're now one year into that program, so it's top top three within two years. 5:09 I am responsible for EMEA eCommerce. I run all of the websites across, EMEA and the eCommerce sites within that. 5:18 And so for me specifically, it was about how do we kind of increase consideration? So how do we get into that mindset of when someone says I want a new mobile phone? 5:28 You know, at the moment, we're not even in that consideration. So they list off all of our competitors and we're sort of somewhere in the back of their brain that's yeah, they know the brand but they're not considering it as a smartphone. 5:39 And then once I've got that consideration, how do I increase conversion as they move through our website? So if we move to the next slide, several years ago, we started working, with Bazaarvoice, and we started off, with the issue of how do we shortcut to confidence when a consumer is buying a product? 6:06 When some of the big mobile phone brands launch, there's such pent up demand that you hear about, oh, ten thousand pre orders, PPE, the website crashed because everyone was waiting to buy their device. 6:19 Motorola, whilst we aspire to get there, are not there yet, right? So people look to see what everyone else is doing. Oh, is the Motorola phone good? Can I buy it with confidence? 6:29 I don't know. We need to see, I'm gonna wait. And so for us, it's about how do we kind of shortcut that that confidence building stage. 6:37 And for us, it was about, online reviews. You know, this is going back several years. So now they are commonplace. But at the time for us, it was about we need to get to a magic number and what is that magic number for us as a manufacturer's website? 6:51 And we decided it was on a hundred reviews. When you've got a hundred reviews, you kind of go into this bucket of as long as they're good enough, so four star and above, people are confident, oh, that's a good product. 7:03 That hundred people, four star and above, that's fine. It's when you've got one or two reviews that are any stars, there's no confidence. 7:12 And if you have, you know, one hundred reviews and they're all one star that you've got a bigger problem. So for us, it was about building this, review program. 7:21 And then part of that became, what what we've classed here as awareness, which was, Bazaarvoice introduced this, sample, kind of product sampling program. 7:34 And when we started talking with Bazaarvoice, they were talking about, you know, this is normally done with shampoos and lipsticks, low value items that we have a huge, you know, multimillion, sort of user database that we can push these products to. 7:46 And often they're given away for free. And then in return, they leave a review and we say, Look, this is a paid for review, but, you know, it's a review nonetheless. 7:55 Well, we started doing it and said, well, we wanna sell a thousand dollar, thousand euro device to these people, and I can't give it away. But what we'll do is we'll do a fifty percent discount. 8:04 And whilst I appreciate I mean, the company of Bazaarvoice here, there were a lot of caveats from their side of the table that said, well, we don't know that people are gonna buy it. 8:13 We don't know that they'll actually leave reviews. And it has been one of our most successful programs that we've ever done, internally. So we had a huge uptake even though we were asking people to pay five hundred dollars, for the device. 8:27 And the response to the reviews, the depth of content, so full photography, you know, and and genuine authenticity. 8:35 You know, these are not professionals that are doing this. These are people in their homes, and and that's the stuff that we we love. So we got a kind of a taste for user generated content and moved that into, starting to look at how we could use this on our social, on our social galleries, and motorola dot com as a whole. 8:56 And that leads us to where we are today, which Nitin will sort of explain the game plan come like, for the coming year. 9:06 Yeah. So we were we sat down with, we sat down with Bazaarvoice several months ago, and they introduced us to their new, Vibe, product, which basically said, we we, you know, we're bringing all of these aspects that you have already started to work with together under one roof. 9:25 But not only that, we're able to, we're able to track content, we're able to track, impacts, whether that's, the the impact of review, the impact of a social post, and track it right the way through to conversion so we can actually apportion, a value to that activity. 9:45 And what it has allowed us to do is kind of bring everything under one, roof. Now it's not easy to do that. I'm a little lone island within, Lenovo looking after the Motorola ecommerce and one of my biggest challenges was that we absolutely when we when we start to look at something this scale, we absolutely needed to bring the wider team along with us. 10:08 So for me, it was a lot of working with the marketing team, even sales teams to a lesser extent, training teams, product teams, and selling them the dream as well. 10:18 And actually, we ended up kind of all going on mass and Bazaarvoice kind of pitched the whole program to us. And, you know, different people are taking different things from it. 10:28 So my KPI is very different from our social media team's KPI's or our CRM team's KPI's. But what we have is a kind of a unified dashboard where we can see this post generated this many sales and cost us that much, or this review did this. 10:48 These creators are our most valuable creators because they're generating more in terms of revenue for us and costing less or or whatever. 10:58 There are a million ways to cut the, to to cut the data. But by having that shared dashboard, we're able to kind of also see the impact of things that they're doing on what we're doing and what we're doing on their doing. 11:09 So there's a an increased understanding. And that's become really important as we've moved up the funnel. So, you know, yeah, getting product reviews is important. 11:17 We're all pretty fairly versed on that. But starting to reach out to a creator market and saying, hey, guys, you know, we want you to to to work with us and we wanna be perceived as really cool. 11:30 I have this thing about I'm obsessed about not being the dad at a disco. Right? All brands wanna be cool, but, you know, when you start going, hey, guys. 11:39 You just look like the dad at a disco. Right? So we've got to be authentic, and we have to find a way to present our products to that audience in a way that they can almost discover it themselves. 11:51 So it's about sort of providing enough and allowing them to use it how they wanna use it. You know, I've been in tech pretty much my whole life. 12:01 And when you launch a product, it's very rare that it gets used exactly how you expected it to be used. The younger generations find new ways of using it, better ways of doing it there. 12:11 And, and, and, you know, that's the beauty of what we do. So it's about kind of, harnessing that, creator market, being able to see who they are in this dashboard and who connects them and where the next creator market is, and then use that to generate our user generated content. 12:28 We have, we have, galleries on our site. Actually, we don't because they're just going up there, but in the next couple of days, they will be there. 12:36 So we have, you know, if you go to a, Motorola RZR fifty page, there will be genuine creator marketing kind of user generated content that is on that page, that reference that product. 12:51 If you go to a family page, it will talk about all of the products that these creators, these, social media, people have been, posting about. 12:59 And that's all automated. We we automate approval with a number of parameters. We don't, you know, we don't just go into that now, but it's automated as much as we want it to be. 13:09 That content goes up onto the site. And then again, we sort of start to close that loop. And all of it is underpinned with this idea of optimizing. So we wanna do more of that, and, and less of that. 13:22 And then In a nutshell. Yeah. Sorry. It's a bit what apologies. No. That was great. I love how you were talking about creating content with us and then distributing that across the full funnel and measuring the impact more importantly and how you'll be doing this moving forward. 13:40 And once you're done replatforming, I'm super excited to be working with you to evolving this to evolve this out across EMEA. So I guess to end the session, what are your three key takeaways for our audience today? 13:57 Yeah. So so I I mean, I everyone on here can read them. I'm I'm not gonna sort of read them out verbatim. But for us, it was about kinda how do we harness this content supply chain, right? 14:07 So so we really struggled with a long time about how do we create content. We have a duty to create our own product content and there will always be a requirement for brands to create their own content. 14:21 But when you start to create campaign content, you can really quick we found that we really quickly ran into difficulty with authenticity and trying to reach a market that sorry, a target consumer group that really didn't wanna be reached, you know, by us as individuals and our brand. 14:44 And so it was kind of like a, if you can't beat them, join them realization. So, you know, we need to get them to create the content for their peer group that will resonate. 14:56 And to do that, we need to know who they are, how to talk to them, how to engage them. And and that was really where Bazaarvoice has been invaluable because we I mean, we did try to do it on our own. 15:06 We work you know, we have social agencies, we have PR agencies, but but you don't get the scale. Right? You you you're relying on that person's an influencer. 15:15 And as soon as you go down the kind of, I'm an influencer and I want this much money to do this amount of work, There's this underlying thing of, are you how much value is there in me paying you to use my product if the next day you're gonna go back to using a competitor product? 15:33 Right? So it's about like, authenticity means authenticity up the funnel and down the funnel. And, the method of being able to find these people has been infinitely simplified through the, the Vibe platform. 15:50 You know, sort them through, you know, through, different preferences, filters, etcetera. That's been, sensational. So then, scale our visual engagement across EMEA with the Vibe Suite. 16:02 So a lot of that was all about bringing together different teams. So one of the if anyone if any brands out there are looking to do this, the one bit of advice I would say from bitter experience is really pull your teams together and do this as a as a united front because, it's difficult to do on your own from a, financial perspective, but also from a, you know, maximizing the return you know, maximizing the content and actually really kind of leveraging it across every single touchpoint or consumer touchpoint that you've got. 16:36 And then the the the bit that has been missing from from this whole industry for a while is those is that is that analytics. So that tweet there, how much did it cost me? 16:46 How much revenue did it generate? And that, you know, we are we are now much, you know, we are in a much better position to be able to kind of do that in a managed and comparable environment so that we're not just throwing money into, a black hole, which we have, which it feels like. 17:04 I'm sure I'm not alone, as a previous marketeer and current, e com director saying that sometimes social can't feel like you're throwing money into this great void. 17:16 So, yeah, they're my three takeaways. Amazing. Thank you so much, James. I think a lot of the brands on the call will be able to take a lot away from the session. 17:27 It's been super insightful speaking to you today, and, I hope everyone else joins, and enjoy the rest of the Solvay Summit. 17:36 Thanks, everyone. Cheers. Thanks. Bye.
