@TeslaMotors' #ContentMarketing
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@TeslaMotors' #ContentMarketing

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What if Elon Musk would run your content marketing?

What if Elon Musk would run your content marketing?

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  • 1. The Single Lesson to be Learned from @TeslaMotors’ #ContentMarketing Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014 ANTAGONIZE
  • 2. “Despite having to fight numerous lawsuits, countless naysayers and obstacles, uphill battles for direct sales, Elon Musk and Tesla Motors have  not only survived and proved the naysayers wrong... but have thrived.” Tesla Timeline, MARCH 11, 2014, http://www.teslamotors.com/forum/forums/tesla-timeline-0
  • 3. “Despite having to fight numerous lawsuits, countless naysayers and obstacles, uphill battles for direct sales, Elon Musk and Tesla Motors have  not only survived and proved the naysayers wrong... but have thrived.” Tesla Timeline, MARCH 11, 2014, http://www.teslamotors.com/forum/forums/tesla-timeline-0 Thanks to
  • 4. http://www.buyautoinsurance.com/tesla-motors/ "Tesla Motors' history  isn't all sunshine and roses.” http://www.teslamotors.com/blog/
  • 5. "Tesla’s achieved this success by tearing up the rule book, and probably making a few powerful enemies along the way too." James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger-brand-tesla-disrupting-market/
  • 6. "Tesla’s achieved this success by tearing up the rule book, and probably making a few powerful enemies along the way too." James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger-brand-tesla-disrupting-market/
  • 7. Effectively, Tesla’s content marketing is a choreography of epic battles co-producing subsequent media  and business successes. @FrankDelmelle, Creative Content Strategist
  • 8. Tesla's content marketing track record has the narrative structure of a screenplay, – David vs. Goliath – a classical hero's journey.
  • 9. Narrative structure of a screenplay* STATUS QUO INCITING INCIDENT Rising hope Rising fear TWIST POINT OF ATTACK RESOLUTION? LOCK IN FIRST OBSTACLE(S) RAISING THE STAKES FINAL BATTLE *Rough synthesis, generalization.
  • 10. Tesla’s content marketing track record* vs. narrative structure of a screenplay  Tesla’s content marketing track record  Narrative structure of a screenplay STATUS QUO INCITING INCIDENT Rising hope Rising fear TWIST POINT OF ATTACK RESOLUTION? LOCK IN FIRST OBSTACLE(S) RAISING THE STAKES  MUSK: “Thought  we would fail”  CAR DEALERS CLASH  MUSK: “Let  me run Detroit””  PATENT WALL DOWN  BATTERY FIRES  AUTONOMY QUESTIONED TESLA“to ween  the industry off oil- combustion engines’  ? *Rough synthesis, generalization.
  • 11. http://www.google.com/trends/explore#q=tesla  Search for Tesla #GoogleTrends 2010-1014  Tesla’s content marketing track record  Narrative structure of a screenplay Search for ‘Tesla’ #GoogleTrends 2010-2014 vs. Tesla’s content marketing track record vs. narrative structure of a screenplay
  • 12. https://www.google.com/finance?q=NASDAQ %3ATSLA&ei=6LKyU-DXAs-uwAPt9YCYCg http://www.google.com/trends/explore#q=tesla  Tesla share price #GoogleFinance 2010-2014  Search for Tesla #GoogleTrends 2010-1014  Tesla’s content marketing track record  Narrative structure of a screenplay Tesla share price #GoogleFinance 2010-2014 vs. search for ‘Tesla’ #GoogleTrends 2010-2014 vs. Tesla’s content marketing track record vs. narrative structure of a screenplay
  • 13. Let’s see a few ‘antagonizing’scenes...
  • 14. 2003- “Tesla Motors will strive to ween the industry off oil-combustion engines.” Petroleum lobby aren’t too happy. Lisandra Maioli, Strategic marketing For Tesla Motors - UC Berkeley Extension, Aug 29, 2013, http://www.slideshare.net/lmaioli/strategic-marketing-for-tesla-motors-uc-berkeley-extension; James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger-brand-tesla-disrupting-market/  
  • 15. 2008 Tesla attempts to sue the BBC TV show Top Gear claiming the Roadster driven in an episode was staged to lose a charge while cameras were rolling. Tesla isn’t too happy.
  • 16. http://www.wired.com/2009/06/elon-musk-on-the-inevitability-of-the-ev-running- detroit-and-firing-a-certain-someone/ 2009 Tesla chief Elon Musk: “Let me run Detroit (and fire a certain someone.)” Detroit (and a certain  someone) aren’t too happy.
  • 17. http://investorplace.com/2013/12/tsla-stock-tesla-motors/#.U7JxwxZe6zA; http://en.wikipedia.org/wiki/Tesla_Motors#History 2013 “Fiery headlines over fires in Tesla batteries” Tesla owners a.o. aren’t too happy.
  • 18. http://online.wsj.com/news/articles/ SB10001424127887324049504578541902814606098; James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger-brand- tesla-disrupting-market/; Siimon Reynolds, Forbes, 9/01/2013, http://www.forbes.com/sites/ siimonreynolds/2013/09/01/why-you-should-copy- teslas-way-of-marketing/ 2013- (‘Showrooming’in shopping malls) Tesla clashes with car dealers US dealer networks aren’t best pleased.
  • 19. Joe Lazauskas, Editor in Chief @ Contently, http://contently.com/strategist/2013/02/18/tesla-vs-the-new-york-times-everyones-a-media-company-and-a-media-critic-now/ ; http://www.buyautoinsurance.com/tesla-motors/ 2013 Tesla takes a blow as The New York Times  issues an unfavorable Model S review  (titled “Stalled Out on Tesla’s Electric Highway”) Tesla seems not pleased.
  • 20. http://www.teslamotors.com/blog/people-new-jersey 2013 Musk writes an ‘Open Letter to  the People of New Jersey’criticizing the auto dealer lobby “monopoly” NJ Governor a.o.  not amused.
  • 21. 2014 Musk tells '60 Minutes': "I thought we would  most likely fail.” X are (not) amused. http://blogs.marketwatch.com/energy-ticker/2014/03/31/teslas- musk-to-60-minutes-i-thought-we-would-most-likely-fail/? mod=MW_home_latest_news&link=sfmw
  • 22. 2014 (In a dramatic blogpost signed Musk)  Tesla announces the wall around  its patents has been removed. X are struck with awe, ... http://www.realclearmarkets.com/articles/2014/06/23/ teslas_new_patent_policy_may_already_be_paying_off_101135.html
  • 23. Conclusions?
  • 24. "Tesla Motors has no advertising,  no ad agency, no CMO, no dealer network. And that's no problem." Michael McCarthy, Advertising Age, November 2009, http://adage.com/article/special-report-americas-hottest-brands-2009/tesla-motors-america- s-hottest-brands-case-study/140487/
  • 25. "Musk is a PR polymath.  For every negative story he’s made  a proactive and confident rebuttal,  winning further headlines.   He’s even gone on the attack and taken on much bigger automotive brands, again winning more editorial and plaudits along the way.” James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger-brand-tesla-disrupting-market/
  • 26. "If you are Tesla, your customers already create your content for you. (...) If you have an amazing product that people can’t help but use, promote, and evangelize,  you might not need content marketing." Joe Pulizzi, JULY 27, 2013, http://contentmarketinginstitute.com/2013/07/reasons-not-need-content-marketing-plan/  
  • 27. “Tesla has the last laugh” “In spite of the recent bad press, Tesla Motors is standing on solid ground. The company now has a whopping $20 billion market value, which is virtually unheard of for a 10-year-old auto manufacturer. Tesla currently makes a mere 1% of Ford's monthly sales, yet the company has reached close to one third of Ford's $64 billion market value.” Thanks to http://www.buyautoinsurance.com/ tesla-motors/
  • 28. "Tesla's share price  has risen 450%  in the last year." James Crawford, 10 April 2014, http://www.stateofdigital.com/challenger- brand-tesla-disrupting-market/
  • 29. Try this at home?
  • 30. Convention says  only challengers ‘antagonize’...
  • 31. Convention says  only challengers ‘antagonize’... That’s a lousy excuse.  
  • 32. You’ve got   an amazing product   a brand you believe in   some storytelling skills. Pictured: @DougKessler, #FusionMex Antwerp, Spring 2014
  • 33. You’ve got   an amazing product   a brand you believe in   some storytelling skills. Pick a battle  and co-produce  content marketing  and business successes. Pictured: @DougKessler, #FusionMex Antwerp, Spring 2014
  • 34. The Single Lesson to be Learned from @TeslaMotors’ #ContentMarketing Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014 ANTAGONIZE