Telefonica Digital Connected Car 2013

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  • Bite used tools like Traaker, Sysomos and Bite knowledge we identified the most influential people in connected car. Examined Linkedin networks of connections to discover connectedness.Researched industry events, associations.
  • Discovered startling lack of network compared to other industries.Industry so new and knowledge sharing desperately needed
  • The vendor ecosystem was important but what was missing was insights from the key people at OEMs.The debate was dominated by vendors rather than the people really driving the industry.Telefonica needed a right to speak by enabling debate and providing value.
  • The first time the views of these people were gathered in one place The aim was to understand what really needed to happen to make the connected car a reality, what challenges needed to be overcome and what was missing in the industry.Result was a 10 point action plan for the industry.
  • Content calendars are constant to be refreshed after Connected Car 2014 report – long term engagement keyContent assets created for every medium imaginable ensuring reuse of content
  • Influencer X identified targets for earned and paid outreach. Paid campaigns on Twitter and LinkedinLinkedin group access tightly controlled by Bite/Telefonica
  • Report content also being used to support Telefonica events in Spain and Germany December 2013Content calendar ensured engagement kept up
  • For the first time Telefonica was at the heart of the converstation
  • Demonstrates the value of the content - content quality and independence critical
  • Using the Connected Car Leadership Network to help inform the content asking the questions they want answered.
  • Telefonica Digital Connected Car 2013

    1. 1. Telefónica Digital Connected Car 2013 Nick Wilkins, Director of Media Relations, Telefonica Digital Kath Easthope, MD EMEA, Bite
    2. 2. The Story By 2022 there will be Telefónica Digital has a 1.8 BILLION UNIQUE VALUE PROPOSITION automotive M2M Connections by facilitating the automotive OEMs’ end-to-end Connected Car needs comprising 700 MILLION Connected Cars and 1.1 BILLION However market awareness of the offering was low among key decision makers aftermarket devices With a long heritage in the telecoms industry it struggled to be viewed as a credible player in the automotive market…
    3. 3. The Bite Methodology
    4. 4. We create: A deep understanding of the audience’s attitude and behaviour. We create: A core narrative that will reach your audience in different ways, places and times. We create: A carefully crafted content suite, custommade for the audience. Insight Idea Content Community Credible Creative Crafted Conversations Opportunity: The Kernel of Truth You get: The ability to talk to customers about the things that matter to them. Content strategy: The Blueprint You get: More efficiency and consistency in campaign development. We create: A strategy to find your most important influencers and shape their opinion. Activation: Owned, earned and paid channels You get: Positive brand sentiment and higher engagement. You get: A shift in audience attitude and behaviour, leading to long-term business benefit.
    5. 5. Insight 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
    6. 6. 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.
    7. 7. Idea The Connected Car Leadership Network Make Telefónica the facilitator of discussion and debate among the key decision makers in the Connected Car industry 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
    8. 8. 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?
    9. 9. Content Connected Car 2013 central hub on the Telefónica Digital website Central content repository Destination for all owned, earned, paid media links Long term content hub for all Telefonica Connected Car activity
    10. 10. Content 1 year content plan with real world event as pivotal point included: Print and digital versions of the report Collateral for sales teams (Report direct mailed to 150 prospects at OEMs) Earned and owned media placements including video Sales team presentat ions Content for Telefonica Digital Hub Content plan for different markets Twitter and LinkedIn content calendars, organic and paid Contributed articles developed for earned media Global versions for Telefonica’s key markets Video interviews of connected car heads
    11. 11. 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
    12. 12. Results Report launched at inaugural event Connected Car Show in Amsterdam to discuss the findings, with key connected car OEMs in attendance Digital assets DOWNLOADED 13K TIMES LinkedIn group 130 LIMITED EDITION reports direct mailed to 34 Automotive OEM members and growing. 17% of group from Detroit, home of global car industry 200,000 TWITTER engagements 25 AUTOMOTIVE OEMS All TOP 5 global automotive OEMs represented 450 PIECES GLOBAL PRESS coverage including Wall Street Journal, Forbes, LinkedIn Group with 43 members from 11 OEMs
    13. 13. Key pieces of coverage
    14. 14. Industry feedback Ian Digman General Manager Nissan I got my full copy of the Connected Car Report today – good weekend reading! Joann Muller, Detroit Bureau Chief, Forbes [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. Pavan Matthew Global 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.
    15. 15. Industry feedback 3 LIVE SALES DISCUSSIONS initiated between Telefónica and automotive OEMs
    16. 16. Connected Car Report 2014 COMING SOON. WATCH THIS SPACE!
    17. 17. Thank you. Any questions?

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