POKING THROUGH THE CLOUDSTHE 3 C’S TO GETTING NOTICED
Ken RutskyPresident KJR Associates   Strategic Product   Marketing Expert
the world has shifted
we have data overload
Enterprise    IT Cost                          Cloud Content                    Collaboration Transparency                ...
115,000     550,000     286,0005,170,000   1,230,000   2,800,000220,000     2,030,000    27,500
Breakthrough = Context +   Concept + Content
Context   Thought LeadershipConcept      Breakthrough              PositioningContent      Engagement                and  ...
Thought Leadership: Definition A subject matter expert with unique insights or perspectives who offers them to shift or co...
SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
“Theproblem is getting the right content to the right people...Producing smart, highly targeted and truly innovative conte...
CAPTURING THOUGHT LEADERSHIP                Individual #1                  Expertise           Present Value            Bu...
CAPTURING THOUGHT LEADERSHIP                Individual #1                  Expertise                                      ...
CAPTURING THOUGHT LEADERSHIP                Individual #1                                  Context              Meta      ...
Context   Thought LeadershipConcept      Breakthrough              PositioningContent      Engagement                and  ...
Three Strategies ForBreakthrough Positioning
Strategy 1: 1+1=3
Strategy 1: 1+1=3
Strategy 2 : Embrace and         Extend
Strategy 2 : Embrace and         Extend
Strategy 3 : Copy and Paste
Strategy 3 : Copy and Paste
Context   Thought LeadershipConcept      Breakthrough              PositioningContent      Engagement                and  ...
Delivering the Message  Engagement                                Thought LeadershipPresent                               ...
Experience Matters Most
Experience Matters Most
Experience Matters Most
Experience Matters Most
CASE STUDY: NIMSOFTGETTING NOTICED AND WINNING
Nimsoft: The Big 4 Alternative
Monitored                            Datacenter AND CloudCustomers        Cross Environment                               ...
Positioningfrom the datacenter to the cloud
Engagement and Experience
Engagement                              Thought Leadership                                                Unified Monitorin...
$350,000,000
SUMMARY      3 CS TO POKING THROUGH THE CLOUDS                  Context: Thought                    Leadership            ...
Poking through the clouds
Poking through the clouds
Poking through the clouds
Upcoming SlideShare
Loading in …5
×

Poking through the clouds

1,045
-1

Published on

From the Silicon Valley Cloud Computing Meet-up on 9/24, this presentation overviews strategies to break through the information clutter to become known as a Cloud Computing leading product and company.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,045
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • Background\nChallenge to how we see things\nOpportunity\nThought Leadership clarity\nThe Thought Leadership Advantage\nAn Example\nClose & What’s Next\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Ken\n\n\n“Content Book” - very light on what to say, and how to say it is missing\n\nShift to content marketing a good thing\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • relevant - has value for your target markets; \n\ncomplete - is communicated across all channels of human perception from detail and meaning to big picture, from logical to creative (i.e. has a complete pink sheet behind it with models, metaphors, and the 3 levels of an ideas - content, concept and context); \n\nelegant - is captured in ways that are clear and simple but indicate the depth and complexity of your ideas, and uses language palette purposefully/consciously to speak into the worlds of your specific audience; \n\nunique - not only stands out from your competitors, but is near impossible to replicate because you communicate your ideas in ways that only your subject matter experts could communicate\n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • April 2009 SITUATION\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Poking through the clouds

    1. 1. POKING THROUGH THE CLOUDSTHE 3 C’S TO GETTING NOTICED
    2. 2. Ken RutskyPresident KJR Associates Strategic Product Marketing Expert
    3. 3. the world has shifted
    4. 4. we have data overload
    5. 5. Enterprise IT Cost Cloud Content Collaboration Transparency Management Software BusinessVirtualization & Flash Storage Intelligence Security Solutions Solutions On DemandEnterprise Social Virtualization Identity Software Software Management
    6. 6. 115,000 550,000 286,0005,170,000 1,230,000 2,800,000220,000 2,030,000 27,500
    7. 7. Breakthrough = Context + Concept + Content
    8. 8. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
    9. 9. Thought Leadership: Definition A subject matter expert with unique insights or perspectives who offers them to shift or contribute to the future direction of an industry, community or way of thinking. Source:
    10. 10. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
    11. 11. “Theproblem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.” “Itʼs often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
    12. 12. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Present Value Business Proposition Promote Individual #NIndividual #2 Expertise Expertise
    13. 13. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Key Present Value Business Audience Proposition Lenses Promote Individual #NIndividual #2 Expertise Expertise
    14. 14. CAPTURING THOUGHT LEADERSHIP Individual #1 Context Meta Strategic Picture Frame Expertise Model Metaphor Its like... Concept Meaning Tactical Point Essence Key Statement: Explanation: Present Value Business Audience Proposition Lenses Content Matter Executable Stuff Detail ( Story / Case Study / Statistics / Research / Example / Process / Steps ) eg:1 eg:2 eg:3 Promote Individual #NIndividual #2 www.thoughtleaders.com.au Expertise Expertise
    15. 15. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
    16. 16. Three Strategies ForBreakthrough Positioning
    17. 17. Strategy 1: 1+1=3
    18. 18. Strategy 1: 1+1=3
    19. 19. Strategy 2 : Embrace and Extend
    20. 20. Strategy 2 : Embrace and Extend
    21. 21. Strategy 3 : Copy and Paste
    22. 22. Strategy 3 : Copy and Paste
    23. 23. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
    24. 24. Delivering the Message Engagement Thought LeadershipPresent PublishPromote Pitch Experience Positioning
    25. 25. Experience Matters Most
    26. 26. Experience Matters Most
    27. 27. Experience Matters Most
    28. 28. Experience Matters Most
    29. 29. CASE STUDY: NIMSOFTGETTING NOTICED AND WINNING
    30. 30. Nimsoft: The Big 4 Alternative
    31. 31. Monitored Datacenter AND CloudCustomers Cross Environment Unified Monitoring Enterprise Enterprise AND SPs Yesterday’s Cross Customer Tools Thought Leadership Datacenter
    32. 32. Positioningfrom the datacenter to the cloud
    33. 33. Engagement and Experience
    34. 34. Engagement Thought Leadership Unified MonitoringPresent PublishPromote Pitch From the Datacenter to the Cloud Experience Positioning
    35. 35. $350,000,000
    36. 36. SUMMARY 3 CS TO POKING THROUGH THE CLOUDS Context: Thought Leadership Content: DriveConcept: 3 Breakthrough Engagement and Positioning Strategies Experience

    ×