Telefónica DigitalConnected Car 2013

Nick Wilkins, Director of Media Relations, Telefonica Digital

Kath Easthope, MD EMEA, Bite

By 2022 there will be

1.8 BILLION automotive M2M Connections

The Story

With a long heritage in the telecoms industry it struggled to be viewed as a credible player in the automotive market…

comprising

700 MILLION Connected Cars and

1.1 BILLION aftermarket devices

Telefónica Digital has a UNIQUE VALUE PROPOSITION by facilitating the automotive OEMs’ end-to-end Connected Car needs

However market awareness of the offering was low among key decision makers

The Bite Methodology

Insight Idea Content Community

Credible Creative Crafted Conversations

We create: A deep understanding

of the audience’s attitude and behaviour.

You get: The ability to talk to customers about the

things that matter to them.

Opportunity: The Kernel

of Truth

We create: A core narrative that will reach your audience in different ways, places

and times.

You get: More efficiency and

consistency in campaign development.

Content strategy: The Blueprint

We create: A carefully crafted

content suite, custom-made for the audience.

Activation:Owned, earned and

paid channels

You get: Positive brand sentiment and higher engagement.

We create: A strategy to find your most important influencers and

shape their opinion.

You get: A shift in audience attitude and behaviour, leading to

long-term business benefit.

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

Insight

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.

Make Telefónica the facilitator of discussion and debate among the key decision makers in the Connected Car industry

Idea

The Connected Car Leadership Network

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

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?

Content

Central content repository

Connected Car 2013 central hub on the Telefónica Digital website

Destination for all owned,

earned, paid media links

Long term content hub for all Telefonica

Connected Car activity

Content1 year content plan with real world event as pivotal point included:

Content for Telefonica Digital Hub

Print and digital versions of the report (Report direct mailed to 150 prospects at

OEMs)

Content plan for different markets

Earned and owned media placements

including video

Twitter and LinkedIn content

calendars, organic and

paidGlobal

versions for Telefonica’s

key markets

Video interviews of connected car heads

Collateral for sales teams

Sales team

presentations

Contributed articles

developed for earned

media

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

Report launched at inaugural event

Connected Car Show in Amsterdam to discuss the findings, with key connected car OEMs in attendance

LinkedIn group

34 Automotive OEM members and growing. 17% of group from Detroit, home of global car industry

130 LIMITED EDITION

reports direct mailed to25 AUTOMOTIVE OEMS

Digital assets DOWNLOADED

13K TIMES

200,000 TWITTER engagements

450 PIECES GLOBAL PRESS coverage including Wall Street Journal, Forbes, LinkedIn Group with 43 members from 11 OEMs

Results

All TOP 5 global automotive OEMs

represented

Key pieces of coverage

Industry feedback

[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.

Joann Muller, Detroit Bureau Chief, Forbes

Ian DigmanGeneral Manager Nissan

I got my full copy of the Connected Car

Report today – good weekend reading!

Pavan MatthewGlobal 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.

Industry feedback

3 LIVE SALES DISCUSSIONS initiated between Telefónica and

automotive OEMs

Connected Car Report 2014

COMING SOON. WATCH THIS SPACE!

Thank you.

Any questions?