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MSD On-Line
Marketing Plan
Version 1.8 (a work in progress)
D*R*A*F*T
( as of May 21, 2009)
prepared by: Bil. Alvernaz
Multimedia Systems Division
Home Networking Group
Motorola Semiconductor Products Sector
7700 West Parmer Lane MD: PL37
Austin TX 78729-8084
bil.alvernaz@motorola.com
512-996-5522
FAX: 512.996.7866
Pager: 888-9463204
Contents
1. Executive Summary
1.1. Objectives
1.2. Constituency
1.3. Keys to Success
1.4. Overview/Current Situation
1.5. Missing Pieces (capabilities we need)
1.6. Site Map (major areas)
2. Components
2.1. Major Areas of the Streamaster Public Web Site
2.1.1. Main Area – Home Page (General Public)
2.1.2. Alliance Member Area/Premium Page
2.1.3. Customer Area/Premium Page
2.1.4. News Media (including Analysts)
2.1.5. Sales Force Pages
2.1.6. Developers Area/Premium Page
2.2. Related elements
2.2.1. Metrics for measuring progress/success
2.2.2. Cost factors/ROI
2.2.3. Search Engines/Meta Tags
2.2.4. Compass
2.2.5. Intranets
2.2.6. Extranets/ftp servers
2.2.7. Newsgroups
2.2.8. User Groups
2.2.9. Monitoring competition
2.2.10. Place staff and alliance member written articles online
(Streamaster web site and other web sites)
2.2.11. Alliance members liaison/assistance
2.2.12. TV screen friendly web sites
2.2.13. Liaison – Group/Sector levels
2.2.14. Marketing staff web training
2.2.15. On-line policy/review process
2.2.16. Motorola Internet standards
2.2.17. Motorola related cross promotional efforts
2.2.18. Promotional items
2.2.19. Visitors rating web site/pages
2.2.20. Testimonials
2.2.21. Marketing folder organization
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3. Implementation
3.1. Short Term to end of 2001
3.2. Long Term – 2002 thru 2005
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 3 of 15
1. Executive Summary
The purpose of this plan is to provide an outline and details for MSD’s on-line
marketing efforts. The scope of such efforts will include the Internet, Intranets and
Extranets as well as utilizing aspects of Compass. The plan covers the components,
constituents and related elements, as well as implementation strategy, metrics for
measuring progress/success and cost factors/ROI.
1.1. Objectives
As the growth of the Streamaster web site and Motorola’s web development
efforts converge, we want to specifically track our progress based on goals
and objectives. Because of the scope and depth of this On-Line Marketing
Plan, it is critical to have objectives closely tied to milestones and timetables.
We can use these milestones as a gauge by which progress and growth can be
measured and judged. Also, by pinning things down in this way, we can more
easily make “course corrections” as market conditions and other factors
change.
Objectives include:
Use the Internet as a competitive tool for marketing, promotion,
communications, announcements, dissemination of news, sales force
training, supporting customers (and getting leads) and Alliance members
(including providing software updates), developers (for distributing
software updates as well as signing up new developers) and the general
public.
Create an on-line presence to gain mental shelf space over the
competition.
Present promotional “spots” (and links) at the top level of Motorola.com
for product positioning.
Provide password protected areas for developers, alliance members and
sales force (that will also allow us to track stats).
Eliminate limitations on presenting product demos – for us and alliance
members (this includes flash screen displays).
Set up, monitor and maintain newsgroups.
Sponsor on-line training/web conferencing via “Webinars.”
Present a useful, information-packed pressroom for the media/analysts.
Promote “TV screen friendly” web sites.
Position Streamaster name/features for the Constituency listed in the next
section, with emphasis on Motorola being a total solutions provider.
Such efforts will focus on utilizing the Internet to reach the broadest possible
audience (ensuring TV screen friendly web pages) with a visually compelling,
dynamic web presence that is intuitive to use and easy to navigate. Emphasis
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 4 of 15
will be on promotional and interactive features that will bring people back on
a regular basis. This includes having a “My Streamaster” option so access will
be tailored to each individual’s interests.
1.2. Constituency
Our on-line marketing efforts will focus on the following targeted audiences
and specific categories (some of these will be password protected for
confidentiality and privacy so access/downloads can be tracked with
specificity):
General Public - to gain "mental shelf space" for the product and what it
offers, as well as to promote alliances and customers.
Alliance Member Premium Pages - to promote strengths of platform and
build customer confidence as well as to provide password protected area
for providing information and data.
Customer Premium Pages - to provide general information from an
overview perspective and to also provide product updates/enhancements.
News Media (including Analysts) - to provide a complete press room.
Sales Support - to show customer benefits, to provide training and sales
information and to capture and route leads.
Developers - to "deliver" developer paks/updates, to allow for file
submission and to sign up new developers.
1.3. Keys to Success
Listed below are the key factors that will determine our level of success in
implementing the Streamaster and related web sites (including Intranets).
A clean look and feel that is intuitive to use where the web presence is
interactive with forms capabilities, database functions, newsgroups, chat
rooms, private password protected areas, personalized features, on-line
conferencing and streaming video options. The bottom line is a web site
that pulls each person into an informative, fun experience.
Highlighting the product’s various uses with constant updates for breaking
news and features.
Clearly defining the product while promoting it.
Summarize the benefits of the products/services (making it clear where the
telcos can make money).
Provide breaking news about Streamaster/Alliances on opening page.
Ensure Streamaster has regular promotions (including at Motorola.com’s
home page) to a) encourage repeat site traffic; b) highlight features/aspects
of the product(s); and c) show people just how many different ways the
product can be used.
Publish on-line newsletter(s) to promote product features (including
examples of how people are using the product).
Rotating banners and cross-site promotions to promote alliance members.
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 5 of 15
Create/monitor our own newsgroups and monitor on-line newsgroups.
Also work with user groups.
Monitor the competition by keeping track of what they are doing (and not
doing) on their web sites and at trade shows.
1.4. Overview/Current Situation
The site should be the main marketing tool for Streamaster and will be
updated on a regular basis - daily at many points. With Motorola's web
standards and development currently in a transition period (for the
foreseeable future), it is critical for us to play a leadership role with the
Internet Operations Team (IOT) and Tom Lantzsch’s group for developing
web standards, formats and policies. This will be a slow process because of
90-day development cycles (i.e., to implement what we ask for, assuming our
requests are incorporated at the point we ask for them) as well as the amount
of work to be done. Our focus will be to provide input (i.e., represent our
interests and needs) throughout any and all areas of Motorola that relate to
web development, standards and formats.
In addition to cross-site promotional efforts with our alliance members, there
is a need for us to assist with their web development efforts. By doing this we
will assist our alliances in building out their web presence and, at the same
time, we will be ensuring maximum impact from our online presence on their
web sites.
1.5. Missing Pieces (capabilities we need)
There are certain capabilities and aspects found on major web sites (including
those of our competitors) that we cannot currently implement on our
Streamaster web site. Such “missing pieces” are listed below and covered in
detail throughout this plan in the appropriate places.
Password Protected areas with the option to limit time periods for access.
The ability to track users access to the password protected areas.
Additionally, we need to be able to generate stats/reports on user activity
in this password-protected area.
Competitive matrix that can display user-defined items to provide lists
tailored to specific interests and inquiries.
Database capabilities where it is possible to gather, manipulate and display
data.
Forms to capture and display data (this ties to dumping such data in
databases which can then be manipulated).
Displaying flash screens and other options for running online demos.
Streaming video capabilities.
On-line conferencing capabilities for training and group discussions as
well as providing Webinars (i.e., seminars) that can viewed by anyone
whenever they choose.
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Chat rooms for on-line conversations with authorities and alliance
members.
Coordinated efforts of content placement on Motorola.com.
1.6. Site Map / Plan-O-Gram
This will include details on the layout of the web site. The Plan-O-Gram will
outline the specifics of how visitors will be directed once they enter the site.
The key here is to carefully guide where the visitor goes, allowing maximum
exposure to the areas/items we want to push.
2. Components
This On-Line Marketing Plan is divided into different parts which are listed within
this section. The purpose of providing this detailed listing is so each individual part
can be evaluated and assessed. It is important to note that there are two types of
components: one being the major areas of the public web and the other being the
related elements, which include all of the other components.
2.1. Major Areas of the Streamaster Public Web Site
2.1.1. Main Area – Home Page (General Public)
Opening page has product summary/overview, with a box for breaking
news, awards and promotions (each of which will link to separate
areas). Using icons and/or illustrations (each of which can be clicked
on) we need to show just what you can do with Streamaster.
2.1.2. Alliance Member Area/Premium Page
The Greeting page will include:
Overview/Goals
Scope of the program
On one side of the page there will be a list of alliance members with
their logos (linked to their web site – opening in a separate window),
a description of what they are doing with Streamaster, an item to
click on for news and update info, and a button to click for a product
demo(s).
A button to go to the Alliance Page (on every page of this area):
o Once this button is clicked on, a page will display the sign-on
screen for registered members. There will also be an option
for non-registered members to sign up.
2.1.3. Customer Area/Premium Page
The Opening page will include:
Product news /updates / enhancements
Overview of capabilities
Testimonials, plus examples of how people are using the product
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Links to Alliance members’ news items
2.1.3.1. Company/Product(s) information (with a linked logo to their web
site). This is a summary explaining how they are using Streamaster.
2.1.3.2. Cross site promotions
2.1.3.3. Demos
2.1.3.4. News items (including breaking news) and press releases
2.1.3.5. Any place on the Streamaster web site where Alliance members are
mentioned will have a link to their web site/product.
2.1.3.6. Password protected area.
2.1.4. News Media (including Analysts)
2.1.4.1. Opening page:
2.1.4.2. News Room Items:
Events list (with booth locations and info about receptions, etc.)
Current and Past.
Press Releases
Streamaster related news stories (including links to news currently
online, along with a “clippings file”)
What the analysts are saying (listing of features/quotes)
FAQ
Awards/Recognition
White Paper, plus links to articles and features under the theme of
“Look into the Future with Streamaster.” This would basically be an
on-going series that would be authored by alliance members,
developers and named personalities.
Competitive Matrix (to highlight our features/advantages)
Collateral (in .pdf and html formats)
Document Library
Glossary of terms
Press Contacts
Investor Relations
Photo Library
News Archive
2.1.5. Sales Force Pages
There will be public and confidential sections
2.1.5.1. Competitive Matrix
2.1.5.2. Demo scripts
2.1.5.3. .pdf collateral
2.1.5.4. Q&A
2.1.5.5. Division contact listing (who does what)
2.1.5.6. Research
2.1.5.7. Presentations
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 8 of 15
2.1.5.8. Pages for reviewing/evaluating Competitor’s URLs
2.1.6. Developers Area/Premium Page
<Much more to be added here … once we get this info out of Jim
Clardy’s brain.>
2.1.6.1. Opening page:
<list items here for opening/public page>
2.1.6.2. Button to click on to go to restricted area:
2.1.6.2.1. Option to sign up as a developer
2.1.6.2.2. Option to enter ID/password protected area
2.1.6.3. Evangelize “TV screen friendly” websites.
2.2. Related elements
2.2.1. Metrics for measuring progress/success
2.2.2. Cost factors/ROI
2.2.3. Search Engines/Meta Tags
Positional and product specific
2.2.4. Compass
Providing information/data to marketing staff and sales force (i.e.,
using Compass as a distribution channel for private/confidential
information).
2.2.5. Intranets
Business Intelligence, Alliance mock-up site
2.2.6. Extranets/ftp servers
2.2.7. Newsgroups
2.2.8. User Groups
2.2.9. Monitoring competition
2.2.10. Marketing folder organization
(including linked to Compass/Extranet).
2.2.11. Alliance members liaison/assistance
Working with them: making sure we have cross-site promotions (and
links), providing promotional pushes by having their key information
and data on specific alliance pages (one for each company) and
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 9 of 15
helping them build their web presence (which ensures our presence on
their web sites, including Intranets).
2.2.12. TV screen friendly web sites
Evangelizing
Creating and/or working with an International organization for
creating/promoting standards.
Play leadership role with setting standards for TV screen friendly web
sites. If there isn’t a Television Standards Board to pioneer and
evangelize international television viewing standards to ensure that
web sites, world wide, are TV screen friendly, then we will create the
Television Standards Board and/or committee to “carry the ball” on
this.
2.2.13. Liaison – Group/Sector levels
Representing our needs and interests within the group and sector
levels.
2.2.14. Marketing Staff Web Training
(i.e., showing staff how to maximize time and resources using our
web-based presence).
Keep an eye on what they are (and aren’t) doing on the web.
2.2.15. On-Line Policy/review process
There are two factors at play here. One is the on-line marketing
communications policy and the other is the process by which web
content gets reviewed BEFORE it is posted/propped to the web. The
on-line marketing communications policy is listed first.
2.2.15.1. On-Line Marketing Communications Policy
OBJECTIVE: Clearly define what we do and don’t want in the way
of content for Streamaster – both online and in printed form. This
policy is specifically for content to be viewed by the general public.
This DOES NOT include the password protected areas of the web
site(s) or printed information that will be created for developers and
alliance members.
STRATEGY: Web content relating to Streamaster will serve to
promote Streamaster’s value to the marketplace (i.e., Streamaster’s
ability to deliver interactive services and digital video content).
Areas to promote:
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 10 of 15
Digital video
Interactive gaming
VOD
Voice & video communications
Advanced telephony
Community information services
Web surfing
Email
Interactive services
Music-on-Demand
Karaoke
T-Commerce
Peripheral support
In order to focus on end-user benefits rather than just technology, we
will minimize photos or artwork of motherboards, system diagrams,
chips, or anything technical. Areas that address technical issues should
be in password protected areas white papers and technical
documentation.
There needs to focus on what the product can do and how people can
use it. We need to be cautious on how we represent our performance,
especially when it comes to speed, and we need to lean in favor of
multiprocessor performance (being sure the NUON chip and its
potential is highlighted). There should also be a specific area that is
future oriented to speak to what comes next.
We need to stress the importance of interoperability with Alliance
members. We also need to be clear on Streamaster’s DSL capabilities,
as well as the equipment compatibilities.
Alliance categories include:
Network alliance.
Content providers.
Head-end equipment.
Peripheral manufacturers.
Benefits to customers of alliance members:
Ensures interoperability.
Total system solution.
Fast time-to-market.
Forward-looking development (and product design) for future
system improvements.
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 11 of 15
The technical area of the Streamaster web site should also show the
benefits to developers and focus on the development platform.
2.2.15.2. Review Process for Web Content
<text of step-by-step process>
2.2.16. Motorola Internet Standards
Web teams throughout Motorola will use these tools, processes and
guidelines to develop their sites. The new standards will help Motorola
build an integrated Internet presence that communicates its corporate
identity; delivers and manages Internet content; and ensures a unified
execution of our Internet strategies. Standards and guidelines are
provided as a set of documents, organized in four categories:
Administrative, Design, Editorial Content, Production and Legal. The
content of each document is outlined below.
2.2.16.1. Administration
Does the site support business goals and objectives?
Have the appropriate success metrics been determined?
Are sufficient resources in place to respond to feedback and questions
received from visitors?
Is sufficient contact information provided to assist visitors if they have
questions or comments regarding the site and/or its content?
Have the Motorola.com standards for email addresses and URL
naming conventions and usage been followed?
2.2.16.2. Design
Does the overall design reflect Motorola’s essence, “Linking people’s
dreams with technology’s promise?”
Have the standard templates, fonts and images been incorporated into
the design?
Have the Motorola Corporate Signature and Ensignia been used
appropriately?
2.2.16.3. Editorial Content
Does the content adhere to best practices for web writing as described
in the Editorial Style Guide, the Voice Style Guide and Writing for the
Web?
Do links to external non-Motorola Web sites follow the standard for
linking to non-Motorola Web sites?
2.2.16.4. Production
Have the standard HTML templates and style sheets been used to
produce the pages?
Have the appropriate meta tags been include in each page?
Have the HTML been validated?
Does the site meet the W3C guidelines for content accessibility?
2.2.16.5. Legal
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 12 of 15
Has the copyright and privacy information been implemented? Does
the site comply with the local Privacy Guidelines and Motorola’s
Privacy Policy?
Are export control requirements being followed?
Has the site had a legal review by the Motorola Law Department?
2.2.17. Motorola related cross promotional efforts
This includes Motorola.com and DigitalDNA.com as well as Motorola
newsletters and informational emails.
2.2.18. Promotional items
Mini CDs with full-functioning Streamaster web site and demos
included.
Logo wear/items. (This would all be linked to/thru Motorola’s
ecommerce web site.)
Video
2.2.19. Visitors rating web site/page
Visitors will have an opportunity to provide feedback and input by
rating pages on the Streamaster web site. We will offer a “Rate this
Page” button on the upper-right-hand corner of every page of the
site to encourage the option for users to let us know what they
think.
When a user clicks on this option, a form will then ask for a
“thumbs up” or “thumbs down” on the page. There will be a text
box for entering reasons for the ranking. Submissions will be
reviewed and input will be prioritized. For example, obvious
mistakes like broken links are fixed immediately while content
suggestions are reviewed and evaluated. Staff can then consider
new content suggestions as trends or user needs become
apparent.
2.2.20. Links/Postings
This will include links and postings of industry articles mentioning
Streamaster or that have insight to broadband and where we are
headed.
2.2.21. Testimonials
The idea here is to show real life examples of how the product and
services work. Something else that would tie-in here would be getting
known authorities and writers to write essays and features that a)
would spark discussions and interest; and b) provide an alternative
means to pull in the news media from different news angles.
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 13 of 15
3. Implementation
3.1. Short Term to end of 2001
3.1.1. 4Q2000
Rework “old” web site content. Implement new look in accordance with
Internet Operations Team (IOT) standards. Work with IOT to be sure
TV screen friendly web site format is included in next development
cycle. Work with DigitalDNA.Com team to present/position Streamaster
product features. Work with Alliance members to effect cross-site
promotional efforts – also, to refine format for Alliance member
presence on Streamaster web site. Work with Marketing/Development
staff to set up ftp-type server for posting/propping developer builds and
developer kits.
Play leadership role with setting standards for TV screen friendly web
sites. If there isn’t a Television Standards Board to pioneer and
evangelize international television viewing standards to ensure that web
sites, world wide, are TV screen friendly, then we will create the
Television Standards Board and/or committee to “carry the ball” on this.
3.1.2. 1Q2001
Implement new look and feel.
News groups
User groups.
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 14 of 15
3.1.3. 2Q2001
3.1.4. 3Q2001
3.1.5. 4Q2001
3.2. Long Term – 2002 thru 2005
3.2.1. 1Q2002
3.2.2. 2Q2002
3.2.3. 3Q2002
3.2.4. 4Q2002
3.2.5. 1Q2003
3.2.6. 2Q2003
3.2.7. 3Q2003
3.2.8. 4Q2003
3.2.9. 1Q2004
3.2.10. 2Q2004
3.2.11. 3Q2004
3.2.12. 4Q2004
3.2.13. 1Q2005
3.2.14. 2Q2005
3.2.15. 3Q2005
3.2.16. 4Q2005
M - On-Line Marketing Plan – Draft as of 5/21/09 – Page 15 of 15
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