Google Cloud TL

1. INPUTS THAT GUIDED THE APPROACH
Planning inputs
1 2 3 4 5
Business Review Analytics & Insights Content
Identify higher order
priority barriers, such
as adoption rates,
accessible content (as a
source of information)`
Understand state of
affairs to ensure correct
focal areas in
upcoming year
Guide planning strategies
based on competition,
accessible content (as
success stories), and time
spent on social/tech
platforms
Account for content that
inspires for an
engagement connection
and trial usage
Help guide choices
based on past activities
Challenges & Competitive Insights
FUNDAMENTAL PLANNING CONSIDERATIONS
Introduction1.

2. STATE OF THE BUSINESS
• The majority of Google’s equity currently exists within the advertising space, with ad words and search advertising being a major contributor to the company’s revenue (at nearly 70%)
• Google’s cloud based technology currently contributes to 3.95% of the market share
• Sales within the category have reached over 13 billion, with 2017 earnings reporting a 44% growth rate fro the year prior
• Within the cloud infrastructure service category, the brand comes in fourth in terms of sales volume, with Amazon (AWS) and Microsoft leading the pact
• Although Google’s market share isn’t at it’s peak, within the public cloud space, the search engine is still within the top five providers that control three quarters of the market
Business Marketing & Communications
Consideration
• Increase consideration of Google
Cloud amongst C-Suite, ITDM’s, and
Developers
Awareness
• Increase unaided awareness and
perception that Cloud is a Big Data
leader that can help drive results for
their business
• Encourage client partners to increase initial adoption rate by 5% within the next 6 – 12
months
• Extend visual learnings of cloud capabilities beyond a sales lead approach
• Enable content to becomes a key source of information via partnerships, the social web,
and during key time periods
• Create a reward system for early adoption , participation, a influencer lead success
stories
Media
• Drive education on the importance of
client partners using Google cloud to
drive more rapid innovation in
products and services
• Drive awareness on range of private
and hybrid cloud capabilities
• Grow category by driving trial through
awareness
Brand Objectives
Source: Synergy Research Group, RENO, NV, February 2, 2018 , IBIS World 2018- , New York Public Library
Cloud based technology seems to be still relatively new to bigger corporations in regards to it's benefits. Most seem to see it as a huge data dump solution, however, there are companies such s AWS and IBM who are to trying to sell in the bigger
story of how cloud based solutions improve company performance, safe guard against financial risk, and uncover innovations through self data learning solutions
Background2.

3. (She’s) Well informed & experienced
AWS has multiple AI and machine learning services and
has Alexa as the most popular digital assistant as a
front woman.
With their Meet The New Builder themed approach,
AWS is using the AI and machine learning approach
differently. Why? AWS is already in your company for
compute and cloud storage so its AI services are more
of an upsell and wallet-share expansion.
It’s not a feature, it’s a passion.
Google Cloud Platform is staking its future
growth on machine learning too..
High personal & appearance standards.
Microsoft is using artificial intelligence and machine
learning and combining with its Azure Internet of things
services.
Thought leadership often means setting
your own rules.
Via their cloud plus approach, IBM has been
aggressively and consistently positioning itself as
offering a "cloud-plus" approach.
Along with its Watson platform, the brand is looking to
become more of a cloud based data operating system,
and is showcasing through content partnerships, and
innovative case examples in the music and
entertainment industry.
Source: Forbes 2017
SNAPSHOT OF COMPETITVE LANDSCAPE
3. Insight

4. Data Storage
Social platforms remains key when
launching and announcing new news,
emphasizing key partnerships, and creating
an ecosystem for the brands like IBM AND G
OOGLE.
Artificial Intelligence & Machine Learning
As businesses jump to the cloud to accelerate
innovation and engage more intimately with customers
and potential client partners, brands are taking the
edutain approach to technology.
The cloud is no longer just a data dump—it’s an
AI battleground, and Amazon wants to lead the
charge particularly with new innovations.
Source: Gartner 2-17 Survey, Ad Week 2017
Offline and online campaigns served as an
social activation model for, which loops
back to creating an holistic
campaign approach for companies
such as IBM.
Implication: Machine learning and artificial intelligence took top billing as a differentiator for most.
KEY TAKEAWAYS AND OBSERVATIONS
3. Insight

5. COMPETITION:
• Microsoft/IBM
• Accenture
• Bain
• Boston Consulting Group
• Computer Sciences Corporation
• Deloitte
• Ernst & Young
• Goldman Sachs
• JP Morgan
ATTITUDE TOWARD COMPETITORS
• Services: Deloitte, Accenture, Computer Sciences Corporation,
Ernst & Young, KPMG, PwC
• Software: Oracle, SAP
• Auditors: PwC, KMPG, Deloitte, Ernst & Young Strategy and
Investment
• Banking: JP Morgan, Goldman Sachs, Boston Consulting Group,
McKinsey, Bain See details below:
• Deloitte: Regards Deloitte as among the best of all firms at
delivering value-creating innovation and at helping its clients
manage risk, reduce costs and transform significant processes. It
is also viewed well ...
RELATIONSHIP WITH GOOGLE
Doug’s awareness, confidence and consideration of
Google lags behind Amazon and Microsoft software and
similarly lags behind Deloitte and Accenture for
services. However, in terms of capabilities, Doug sees
companies such as Google and IBM software as capable
of delivering world class business analytics across the
full range of planning.
SOCIAL NETWORKING
• LinkedIn
• Web sites
LEARNING
• Financial news sources:
• Wall Street Journal
• CNBC
• CNN Money
• Business sources:
• New York Times Business
• Huffpost Business
• CNN
• Academic sources:
• Harvard Business Review
• MIT Sloan Management Review
• Knowledge@Wharton
• Member based associations
• CFO Associations
• CPA Charters
• Alumni Networks
• Corporate Executive Board
• Argyle Executive Forum )
EVENTS
• Third party events held by
professional organizations (not
organized by software or services
vendors)
• Evanta summit (NA)
COMMUNICATION PREFERENCES
• Peer to peer networks; In person
• SME blogs (major media and
academia)
• Web-enabled devices to learn -
but not speak out - online
LEARNING STYLE
• Visual and aural
• Likes charts and numbers • Prefers face-to-face and peer-to-
peer contact
EXTERNAL INFLUENCERS
• CNNMoney
• CFO peers - former colleagues and
classmates
• Auditors such as Deloitte, PwC, E&Y,
KPMG,
REPORTS TO
• Chief Executive Officer or Board
INFLUENCED BY
• CEO)s), Devlopers
MANAGES
• Chief Information Officer
• Chief Information Security Officer
WORKS WITH
• Chief Executive Officer
• Chief Operations Officer
• Chief Technology Officer
CONSUMER ARCHETYPE: DOUG, CIO/CTO
3. Insight

6. Value to buyer profile:
H High M Medium L Low
Learn Solve Compare Purchase
Hurdles
• Establishing a predictable ROI for new
improvement initiative.
• Gaining consensus amongst cross functional team
on objectives and approach.
• Relying on team/ colleagues for input on possible
options
• Collecting insights from on peer networks and
auditors for recommendations
• Proving effective deployment of systems and
governance models to support finance functions
and improve bottom-line performance
• Substantiating an investment in technology to
optimize the finance value chain, drive budgeting,
plan and forecast, and maintain the right levels of
internal control
• Establishing the ROI and benchmarking to compare
different solutions
• Obtaining strong, reliable client references to
validate vendor selection.
• Gaining consensus from cross-functional team for
right solution partner.
• Executing a strategic purchase that balances
risk and opportunity.
• Playing a critical role in approving funding and
approving the vendor recommendation made
by the project team. (CFOs play a continuing
role throughout all stages for solutions that
transform the finance department)
Formats
Analyst research
Case study
News articles
Product trial/ demo
Case study
News articles
Product trial/ demo
ROI or other asset tool
Analyst research
Case study
Industry Analyst blogs
Product trial/ demo
Analyst research
Case study
Product trial/ demo
Proof of concept
White paper Analyst research Thought leadership Top 10
Reviews & ratings
Top 10
Reviews & ratings
Top 10
Vendor blogs
White paper
White paper
Channels
Community sites (restricted to peers/ finance
professionals only)
Customer reference
Executive briefing (demonstrate financial return)
Peers and colleagues
Sales call and presentation
Vendor SME meeting
Analyst inquiry
Executive briefing
Peers and colleagues
User conference
Vendor website
Association meeting
Community sites (restricted to peers/ finance
professionals only)
Customer reference
Industry conference
Peers and colleagues
User conference
Community sites (restricted to peers/ finance
professionals only)
Customer reference
Executive briefing
Peers and colleagues
Tradeshow/ conference
Vendor SME meeting
Social media network Social media network Social media network Social media H network
Direct mail
Direct e-mail
Online advertising
Online advertising
Direct e-mail
Direct e-mail
Online advertising
Vendor webinar
Direct e-mail
Sales call and presentation
3. Insight

7. FEATURES BEHAVIOR BARRIERS
On Demand
Self Service
Client partners can unilaterally provision computing capabilities, such as server
time and network storage, as needed automatically without requiring human
interaction with each service provider.
Cloud services are generally "set and forget"
meaning once they are set up, they require
minimal administration and minimal contact
with the provider.
Network Access Cloud-based workload and file sharing streamline teamwork collaboration, which
allows data to be shared, accessed and edited from anywhere. Updates are
visible in real-time and are seen by all teammates.
Organizations are fearful of becoming stuck to
an individual cloud vendor, as there has yet to
become a standard industry approach.
Resource Pooling Location independence in that the customer generally has no control or
knowledge over the exact location but may be able to specify location at a higher
level of abstraction (Such as: storage, processing, memory and
network bandwidth.)
Reports found that almost 50% of respondents
indicated that cloud security is a barrier
to adoption.
Elasticity Ability to scale rapidly outward and inward commensurate with demand. Disregard to organization systems and with
business processes. i.e. Client partners haven’t
acquired enough qualified cloud management
staff to meet evolving cloud tech based needs.
Service &
Scalability:
Cloud systems that are automatically control and optimize resource usage. In
which, resource usage can be monitored, controlled and reported
with transparency .
Hidden costs of the cloud are still a major
barrier to adoption.
+
TRANSLATION
Address the deeper
trial root barrier of
and performance
through hyper
targeted content
content/product
needs (treat the
problem not the
system)
RELEVANCY -
CULTURE/LIFESTYLE
CHANGE
RELEVANCY –
PERFORMANCE/
SUPERIORITY
DRIVING EDUCATION AND AWARENESS FOR CLIENT PARTNERS WHO ARE SEEKING FLEXIBILITY AND AGILITY
Source LinkedIn Security Survey 2016, Knight Point Blog, NIU, New York public Library, Info Risk Today 2016
4. Key Thoughts

8. Google Cloud’s 2018 Umbrella
Communication Strategy
Programmatic
/Display
Online Video Mobile
Content
Creation
Influencer Social
Paid/Owned/Earned Properties:
Media:
Partner with Google team to create optimized content that drives targeted visitors to Google cloud content.
Create content that is search friendly, shareable, customized for the right audience and fitted with the proper CTA, then can be optimized thereafter.
To get our target audience—senior-level banking executives, chief risk officers, compliance directors—to recognize Google Cloud as a leader in the space.
AWARENESS
Increase unaided awareness and
perception that Cloud is a Big Data
leader that can help drive results
for their business
CONSIDERATION
Increase consideration of Google
Cloud amongst C-Suite, ITDM’s,
and Developers
Website: Brand knowledge bank
YouTube: Engaging community tool
Facebook: Conversation starter and facilitator
Instagram: Real-time visual inspiration aggregator
GOOGLE CLOUD’S 2018 BRAND FOCUS
Key Thoughts
/Brief
4.

9. 1
To be the first thought when clients think AI & innovation
• Be present and building partnerships within coveted
tech spaces, conferences, and events
• Build strong ties with tech influencers across
• the world
• Carefully choosing premium placements that elevate
exposure
HOW THIS ALL WILL WORK!
Bringing the latest trends and clients something to
talk about
• Interactions through cutting edge tech
innovations to kick start conversations and drive
engagement
Be the brand that defies the odds
• Provide clients with the right platforms to
awaken access information so that want to
connect with Google to leaRN more
2 3
EDUTAIN TRENDSET INSPIRE
GUIDING LIGHT FOR 2018: ACROSS ALL CHANNELS
Key Thoughts
/Brief
4.

10. C-Suite, ITDM’s,
and Developers
Paid
Contextual, timely
& relevant (data)
Devices
CONTENT
CAMPAIGN PRINCPLES BROUGHT TO LIFE THROUGH THE POES MODEL
OWNED:
Website, Google Conferences
& Meet-Ups , Focus Group(s)
EARNED:
Mentions, Two Way – WOM,
(Video) Views, Application
Adoption
CO-CREATED CONTENT:
Thought Leadership, How To
/Content Videos, Product
Innovations, Programmtic
SHARED:
Influencer Programs, Conference
Photos, Videos, Thought
Leadership
Key Thoughts
/Brief
4.

11. Hyper Targeted Attention Grabbing
Make Every
Impression Count
Authoritative
Smart use of data sources to target
moments and deliver sequential
messaging via the application
--
Effective Push Alerts and Copy
Own the first
three seconds of their time, whenever
and wherever
--
OLV fully optimized for platform and
device
Application effectiveness through
data-led content decisions
Authority through authoritative content,
and employment approval via in- app
social engagements
HOW THIS TRANSLATE ACROSS A DIGITAL ECOSYTEM
Audience Verification
Viewability
Reach / Frequency
Duplicated Reach
Content Views
Click-Thru Rates
Completion Rates
App/Site Visits
Social Engagements
Content Perceptions
Conversion/Adoption Rate%
Audits of TOA vs TIS
Heat Mapping
Sales & Purchases
Consumer Behaviors
Monthly Market Share
Campaign Sales Figures
In-store Promotion Reports
We will measure our campaign using the DEEP method of KPI setting
Key Thoughts
/Brief
4.

12. Role
Objective
Primary Activity
Tone
Personality
Primary Target
Media Type
Primary KPIs
Desired Behavior
Formats
Example of what content
can be found
Cost
Brand knowledge bank
Brand and product resource hub
Resource hub
Trusted
Expert and educational
Tech Enthusiast looking for information
Owned/Paid
Product and category functional adverts & text, images, and video
Time spent with content
Seek sales lead for more information
Thought Leadership, Video Reviews, Podcasts
Website ( & Think Google)
$2.5 million
40% production| 40% distribution | 20%conversion
Conversation starter and facilitator
Build a community on a personal level
Interaction for C Level & Developers
Personal and bite sized
Trusted ally
Tech Enthusiast looking for peer interaction
Owned/Earned/Paid
Photos, quotes, short-form videos, BTS, challenges
Likes/comments/shares/
Engagement
Engagement & Sales Lead
Photos, quotes, short-form videos, BTS, challenges
Social Media
Real-time visual inspiration aggregator
Visually storytelling and inspiration
Engagement
Bite sized and visually appealing
Expert + trendsetter friend (via media partners))
Beauty Enthusiast looking for visual inspiration
Owned/Earned/Paid
Inspirational, entertaining , behind the scenes images and
short videos in real-time
Likes/comments/shares/
Engagement
Engagement & Sales Lead
Photos, quotes, short-form videos, BTS
Display/OLV & Mobile
$3.9 million
20% production| 40% distribution | 40%conversion
$600k
50% production| 30% distribution | 20%conversion
ROLE OF CONTENT VIA MEDIA CHANNELS
Key Thoughts
/Brief
4.

13. Top Talent
e.g. celebrities & influencers,
Own product evaluations destinations
featuring how-to’s and tips
From pop-culture to tech
Innovations Usage of gatekeeping credentials Equity
FUTURE MEDIA AND CONTENT OPPORTUNITIES
(Looking Ahead By Observing Global Tech Behaviors & Trends)
@Lizthegrey@awagonfeld
WuXi NextCODE and Google Cloud partner to
enhance global genomic access
Key Thoughts
/Brief
4.

14. Collaborating With Leadership To Deliver A Message
Virtual Voices:
The virtual voice will be set-up as a creative outlet for
managers to have a two-way conversation with event
organizers, and Google’s greater leadership team on
what was impactful from the year prior.
(Purpose) Sense Check:
We want enable client to have a safe space to share their
thoughts, so that stronger content is served during key
timings
--
Which will eventually be served to them, and will have a
positive impact on sales, and associate engagement
further down the consumer funnel
Key Message: How to navigate the cloud for 2018
and show highlights from 2017 of industry
successes
Approach: Intro with voiceover – talking through
how to navigate through the cloud
Duration: 60 to 90 seconds
Voice: VP, Cloud Product
Timing: Launch with app on 3/5 – reminder push
on 3/7, also lives Think w/ Google website b
Rewarding Usage and Early Adoption
HOW THIS TRANSLATES ACROSS A DIGITAL ECOSYTEM
Focus & Co-Creation Groups Influencer & Advocate Programs
To encourage usage, potential client
partners store managers will be rewarded
with beta offerings and industry data.
The focal point of the system to increase the
adoption rate by a larger percentage earlier
on, tailor push notifications to key partners,
and have them actually tied to a piece of
content, rather then a standard sales
approach.
Influencers be chosen and aligned with given
cloud category offerings, and become
champions of certain subject matters during
the conference. The aim is to engage at least
15- 20 social influencers a month with a large
social reach of who are consistent advocates
for Google.
Key Thoughts
/Brief
4.

15. Key Performance
Indicator
• Adoption
• Extend Reach via Influencers
• Establish Content Ecosystem
• Create Content Plan
• Tech Highlights
• Demonstrations
• Demo Videos.
• Activate Content Plan
• Further Trail and Reach
Channels &
Assets • Mobile App /Online Video
• Mobile App /Online Video
• Content Partnerships
• Influencers
• Mobile App /Online Video
• Content Partnerships
• Influencers
Communications
Approach • Connection with engagement
opportunities + reward system
• Build community (of store managers)
with driving advocacy
• Capitalize on innovation pushing
application features (in superiority to
other social platforms that may
distract from TOA)
• Capitalize on content partnership +
innovation
• Connection through demos
• opportunities + promotions of relevant
brands for the following year
• Build community driving advocacy
during the conference, and discover
new opportunities for engagement
thereafter
• Connection with innovative
opportunities
• Build community driving further advocacy
there after the event
• Capitalize on content (partnerships –
thereafter)
KPI’s
• Adoption Rate%
• Views (Engagement) • User Rate %
• Heat Mapping
• Views (Engagement)
• Shares (Engagement)
• Comments/Questions (Engagement)
PHASE 1 PHASE 2 PHASE 3
MEDIA ARCHITECTURE AND MEASUREMENT
Key Thoughts
/Brief
4.