Stop Diluting Your Contents Power!
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Multiply the power of your content by aligning messages across the organization. Ways to "hack" your messaging relatively quickly, whether you are a multi-national or a startup. This was presented at Content Israel, October 2017.
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Stop Diluting Your Contents Power!
- 1. 1 STOP DILUTING YOUR CONTENT’S POWER! October 2017, Content Israel Conference Rebecca Steinberg Herson, VP Marketing Rebecca@anodot.com Multiply the Power of Your Content by Aligning Messages
- 3. 3 LARGE COMPANY - ADAMA Example 1
- 4. 4 ABOUT ADAMA • Founded in 1945 • More than 4,500 employees • More than 50 subsidiaries around the globe • #1 World leading manufacturer of off-patent crop protection products • 7th Largest agrochemical company in the world • More than $3 billion annual sales
- 5. 5 2012: >50 SUBSIDIARIES DIFFERENT LOGOS, DIFFERENT MESSAGES
- 6. 6 FARMOZ – AUSTRALIA PRODUCTS Footer here
- 7. 7 MANA – USA PRODUCTS
- 8. 8 MAKHTESHIM AGAN ADAMA – MULTI-YEAR PROCESS • STEP 1: WHO ARE WE? COMPANY VALUES o Top Down - Executives & brand council o Bottom Up - involving > 400 employees, more than 10% all global employees • STEP 2: BRAND VISION - How will the brand help us deliver our purpose of - creating simplicity? o 50 names & logos 1 company name & logo o 40 individual web sites 1 web platform • STEP 3: PROCESS & GOVERNANCE o 4 month internal launch – videos, events workshops o 7 month rolling external launch – web site, events
- 9. 9 SMALL STARTUP - ANODOT Example 2
- 10. 10 ABOUT ANODOT FOUNDED IN 2014 45 EMPLOYEES 2+ OFFICES – ISRAEL HQ & USA SALES, SOON OTHER INT’L OFFICES SELECTED CUSTOMERS
- 11. 11 EARLY MESSAGING CONFUSION Anomaly detection that disrupts the static nature of BI. Uri - VP Sales David - CEO & Co-Founder Me - VP Marketing Business Incident Detection and Prediction. Real Time BI & Anomaly Detection.
- 12. 12 PREP FOR FACE TO FACE SESSION: SURVEY Each person completed the survey on their own Less dominant people get equal weight (at least at this stage) Each person can express him/herself without being influenced by others Come to our F2F meeting with thoughts formulated
- 13. 13 MANAGEMENT SURVEY Created our own survey based on www.madeostudio.com/branding (in turn based on Google’s 3-hour brand sprint)
- 14. 14 GARTNER GO TO MARKET TEMPLATE • FOR [who are the organizations that are buying] • WHO NEED [the business issue or opportunity that drives the customer to spend money] • AND WANT [Emotional / experiential factors, if not satisfied, could result in doing nothing] • THE [Anodot] • IS [Product category] • THAT [how Anodot satisfies the need and maybe the want in a compelling way] • UNLIKE [The most common alternative customers use to try to address the issue today] • OUR PRODUCT [What makes us better than the competitive alternative]
- 15. 15 FACE TO FACE DISCUSSION WITH EXTERNAL MODERATOR The good news: top values were already in sync: o Innovation o Customer at the center o Teamwork & integrity Why exactly are we doing this? Chief Data Scientist & Co-Founder We also agreed on the HOW: Machine Learning / Artificial Intelligence
- 16. 16 THE BAD NEWS
- 17. 17 PROCESS CONTINUED Interim Summaries Competitive Review Sanity Check with Analysts Dist. rough version & further discussion via phone Finalize deliverables Sanity Check with friendly customers Survey F2F discussion
- 18. 18 SHORT TERM DELIVERABLES • What do we do? How do we do it? Why do we do it? • Completed Gartner GTM Template • Short-Medium-Long Company Descriptions • Internal launch presentation
- 19. 19 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 20. 20 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 21. 21 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 22. 22 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 24. 24 FACEBOOK’S “LITTLE RED BOOK” (2012) 24
- 26. 26 LESSONS LEARNED & TAKEAWAYS • Don’t be afraid to start your messaging project, but have a clear timeline to finish • Set aside enough time - it’s important! • Get buy-in from top management • Choose the tools that suit your type of company (size, openness to change, time frame, etc.) • Institutionalize the changes with presentations, booklets, workshops, whatever it takes • Build in changeover time – everyone takes time to learn & absorb • Be prepared to reevaluate as your messages change
- 27. 27 TAKE THE FIRST STEP ☺
- 28. 28 THANK YOU Rebecca Steinberg Herson, VP Marketing Rebecca@anodot.com