telefonica digital connected car 2013
TRANSCRIPT
Telefónica DigitalConnected Car 2013
Nick Wilkins, Director of Media Relations, Telefonica Digital
Kath Easthope, MD EMEA, Bite
By 2022 there will be
1.8 BILLION automotive M2M Connections
The Story
With a long heritage in the telecoms industry it struggled to be viewed as a credible player in the automotive market…
comprising
700 MILLION Connected Cars and
1.1 BILLION aftermarket devices
Telefónica Digital has a UNIQUE VALUE PROPOSITION by facilitating the automotive OEMs’ end-to-end Connected Car needs
However market awareness of the offering was low among key decision makers
The Bite Methodology
Insight Idea Content Community
Credible Creative Crafted Conversations
We create: A deep understanding
of the audience’s attitude and behaviour.
You get: The ability to talk to customers about the
things that matter to them.
Opportunity: The Kernel
of Truth
We create: A core narrative that will reach your audience in different ways, places
and times.
You get: More efficiency and
consistency in campaign development.
Content strategy: The Blueprint
We create: A carefully crafted
content suite, custom-made for the audience.
Activation:Owned, earned and
paid channels
You get: Positive brand sentiment and higher engagement.
We create: A strategy to find your most important influencers and
shape their opinion.
You get: A shift in audience attitude and behaviour, leading to
long-term business benefit.
In-depth research into the Connected Car industry with a focus on understanding how the industry was connected, where it obtained its knowledge, how knowledge was shared and how well served it was by trade bodies, the press and real world networking opportunities.
• A new and complex market
• Vendors dominated thought leadership content
• Connected car decision makers a small global group
• Little peer networking
• Lack of central industry bodies or networking opportunities
Insight
Kernel of Truth
Connected car decision makers, a small group globally, were not connected to their peers to share insight and experience in an embryonic market.
There was no single platform for engagement and education, desperately needed in such a complex, burgeoning market.
Make Telefónica the facilitator of discussion and debate among the key decision makers in the Connected Car industry
Idea
The Connected Car Leadership Network
Add value to the individuals by providing valuable and relevant insights from across their industry peer group and beyond
Directly engage with key decision makers and by proxy influence the entire ecosystem that exists around the connected car
Content
Telefónica Digital worked with Machina Research to interview and publish interviews with 8 of the world’s largest automotive OEMs, providing a first-of-its kind of report that outlined the challenges and opportunities from the point of view of those individuals shaping the future of the industry.
Contributors included senior decision makers at:
How could the potential of the connected car market be realised?
Content
Central content repository
Connected Car 2013 central hub on the Telefónica Digital website
Destination for all owned,
earned, paid media links
Long term content hub for all Telefonica
Connected Car activity
Content1 year content plan with real world event as pivotal point included:
Content for Telefonica Digital Hub
Print and digital versions of the report (Report direct mailed to 150 prospects at
OEMs)
Content plan for different markets
Earned and owned media placements
including video
Twitter and LinkedIn content
calendars, organic and
paidGlobal
versions for Telefonica’s
key markets
Video interviews of connected car heads
Collateral for sales teams
Sales team
presentations
Contributed articles
developed for earned
media
Community
Media outreach strategy to national and vertical publications
Influencer X tool used to track key influencers in the media and industry
Connected Car Leadership Network
launched to enable physical and virtual networking and knowledge sharing
Private LinkedIn Group for automotive OEMs
Report launched at inaugural event
Connected Car Show in Amsterdam to discuss the findings, with key connected car OEMs in attendance
LinkedIn group
34 Automotive OEM members and growing. 17% of group from Detroit, home of global car industry
130 LIMITED EDITION
reports direct mailed to25 AUTOMOTIVE OEMS
Digital assets DOWNLOADED
13K TIMES
200,000 TWITTER engagements
450 PIECES GLOBAL PRESS coverage including Wall Street Journal, Forbes, LinkedIn Group with 43 members from 11 OEMs
Results
All TOP 5 global automotive OEMs
represented
Key pieces of coverage
Industry feedback
[Telefónica Digital’s] Connected Car Industry 2013 report is unique for
its in-depth interviews with senior management at many of the top global
automakers.
Joann Muller, Detroit Bureau Chief, Forbes
Ian DigmanGeneral Manager Nissan
I got my full copy of the Connected Car
Report today – good weekend reading!
Pavan MatthewGlobal Head of Connected Car, Telefónica
The Connected Car Report has opened doors for
me. It’s helped put Telefonica at the heart of the
industry.
Industry feedback
3 LIVE SALES DISCUSSIONS initiated between Telefónica and
automotive OEMs
Connected Car Report 2014
COMING SOON. WATCH THIS SPACE!
Thank you.
Any questions?