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The Single Lesson to be Learned from @TeslaMotors’ #ContentMarketing Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014 ANTAGONIZE

@TeslaMotors' #ContentMarketing

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Page 1: @TeslaMotors' #ContentMarketing

The Single Lesson to be Learned from @TeslaMotors’ #ContentMarketing Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014

ANTAGONIZE

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“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

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“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

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http://www.buyautoinsurance.com/tesla-motors/

"Tesla Motors' history ���isn't all sunshine and roses.”

http://www.teslamotors.com/blog/

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"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/

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"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/

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Effectively, Tesla’s content marketing is a choreography of epic battles co-producing subsequent media ���and business successes. @FrankDelmelle, Creative Content Strategist

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Tesla's content marketing track record has the narrative structure of a screenplay, – David vs. Goliath – a classical hero's journey.

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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.

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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.

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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

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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

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Let’s see a few ‘antagonizing’ scenes...

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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/  

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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Conclusions?

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"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/

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"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/

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"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/  

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“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/

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"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/

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Try this at home?

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Convention says ���only challengers ‘antagonize’...

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Convention says ���only challengers ‘antagonize’... That’s a lousy excuse.  

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You’ve got   an amazing product   a brand you believe in   some storytelling skills.

Pictured: @DougKessler, #FusionMex Antwerp, Spring 2014

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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

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The Single Lesson to be Learned from @TeslaMotors’ #ContentMarketing Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014

ANTAGONIZE