Content Marketing Recommendation

70
Michelin is Safety The Vocanic Content Sense™ Approach

Transcript of Content Marketing Recommendation

MichelinisSafetyTheVocanicContentSense™Approach

WhatisContentSense?

•  Webelieveyourcustomersandfuturecustomerswantcompellingreasonstotrustyourbrand.

•  WebelieveincreaAnguniquecontentexperiencesthatexcitethecustomerandconveykeyproductaEributesthatdrivepurchase.

TableofContentCompe&&veLandscape

CompSetSWOT

ContentStrategyArchitectureMixMatrixHeroFormulaPillarsCalendar

ContentsamplesWeeklycontestTips&TricksTyreTechMotorsportsLebaranHolidaypromoAonFacebookChatbot

TeamMichelin

COMPETITIVELANDSCAPE

Overview

•  Bridgestone,GoodyearandothercompeAtorbrandsdonotunderstandbasiccontentmarkeAngforIndonesia.

•  Itisacategorythatbelievesitslowinterestbutthereisnolowinterestconsumerproduct,justlowinterestcontent.Alltyrebrandsaremissingabigopportunitytousesocialmediatobuildtheirbrandandincreasesales.

•  ThisrecommendaAonistoprovehowMichelincanlapitscompeAtorsanduseFacebooktobecomethemostrespectedtyrebrandforsafetyinIndonesia

OnlyTyreheroshotisuglyandboring

PromoAngroadsideserviceandworryfreetagline

Genericglobalimagescommonlyused,limitedrelevancetoIndonesiaortheproduct

PageheaderinconsistentwithcontentposAngs,profilepictureisconfusing

Vehicleimagesdonotinspireexcitement,noevidenceofproductheroshots

BridgestonepromoAngecofriendlyangle,poorqualitygraphic

BridgestonealsousingpoorqualityphotosandrecentlyhasbeenpromoAngtheplightofanorangutan

Headerdesignlacksconsistencywithbrand

MichelinSWOT

Strengths-Michelin Weaknesses-Michelin

ProductqualityAffordablepricepointEuropeanheritageMotorsportassociaAonSportscarbrandpartnerships

PerceivedasexpensiveRelianceonglobalcontentLocalwebsiteisdatedLowengagement

Opportuni&es–AgainstCompset ThreatsfromCompSet

TyrenevertheheroLimiteduseofvideoTyresnotmarketedassafetyfeature

PricesqueezefromaboveandbelowNewAretechnologyMediaspendscale

CONTENTSTRATEGY

OvercomingbarrierstonewopportuniAes

Challenge•  Tyresnottopofmindforcar

owners•  Tyrebuyersprice&brand

sensiAve-gocheapofgobig(HankookorPirelli)

•  Tyresnotconsideredasafetyfeaturebyconsumers

•  Targetaudiencenotconcernedaboutsafety/notareasontobuy

•  Safetycannotbeconveyedjustwithimages

Solu&on•  Remindownersofimportance

oftyreforperformance.•  Emphasizeaffordable

EuropeanqualityposiAoning,Motorsportinvestmentbenefits

•  EducaAonneededaboutroleoftyressafety

•  SafetyisanaddiAonalbenefitprovidedbybeEerperformance/higherquality

•  Videoandcopyneededtoconveysafetyproofpoints

ContentStrategyArchitectureOurcorecontentstrategystatementmustanswertheseques&ons:

•  WhatisMichelinsmission?

•  Whoisthetargetaudience

•  Whatarethebusinessgoals?

•  WhatarethecontentobjecAves

ApplyingthislensetoMichelininIndonesia:

•  Mission:Tobuildandprovidethesafesttyresonthetoad

•  Targetaudience:upperincomemiddleagedmalecarenthusiast,statusseekingurbandwellers.Wifesecondarytarget.

•  Businessgoal:CustomeracquisiAonandbuildsafetybrandstrength

•  ContentobjecAves:BuildconnecAvity

betweensafetyandMichelinbrandpromise,drivegreateraudiencereach

ContentMixMatrixIndustryExper&se BrandFocus AudienceGoals AudienceInterests Available

Resources

Whatareweexpertson?

HowhasMichelinbuiltitsreputaAon?WhattypeofcompanyisMichelin.Everypieceofcontentmustreinforcethis

WhywillyouraudiencespendAmereadingourposts?

Whatcapturesouraudience’saEenAonandsAmulateanemoAonalresponse?

Whatassetsandcontributorsdowehavetodeploy

Wemakethebestperforminghighestsafetytyresintheworld.

WedemocraAzethejoyofdrivingwhiledrivingsmarter&safer

StayinformedaboutbeEerdriving&carcare,newproductpromoAons

Theylovetheircarandwhatitsaysaboutthemasasuccessfulman.TheylikesexyphotosandnewinformaAonthatmakesthemsmarter

GlobalimagesandpotenAalforlocallycreatedcontentandcontribuAonsfromexisAngcustomers

Contentstrategystatement:

AtMichelin,wedemocraAzethejoyofdrivingbyprovidingthemostsophisAcatedhighqualitytyresoluAonsthatmaximizesafetywithoutsacrificingperformance.

ContentHeroFormulaThetyreisthehero.IneverycommunicaAontheproductisinprimaryfocus.Everythingelseissecondary.Thecar,therace,theroad,Bibendum,theyallsupportthetyreasheroThetyremustalwaysbepresentedasanevocaAve,hot,desirableimagethatcreatescarnaldesireinmentowanttoownit.MichelinsaysSTATUSandSAFETY.

Baseheroshotguide:HereweseetheMichelintyreatitsbest-inamuscular,aggressive,powerfulstancewithbrandleEeringprominentalongwithshiningbrakecalipersandsportsrims.Itsays;Performance!Style!Safety!

4CoreContentPillars

ProductTech:Visualproofof

superiorcomposiAion&

safety

Motorsport:HowthesepartnershipshelpMichlelin

designsafetyresforallcondiAons

Tips&tricks:OurTAarecarenthusiasts,

theywillsharegoodwillwhenwehelpthemdrivesmarter

ProductPromoAons

Contenttypecadence

Info-graphic

ShortVideo

Images

Monthly

Weekly

Daily

Contentpurposepyramid

Entertain

Inspire

StartconversaAon

Tips&tricks

ProvideproductinformaAon

Biweekly

Monthly

3XWeek

Weekly

2Xweek

Engagementtradeoff

InformaAon

Images

Engagement

ContentBudgetApproach•  50%ofbudgetshouldgotowardscontentcreaAon,with50%

reservedtopromotewhatgainsthemostengagementandputyourpaidmediabehindthat“bestof”content.

“Hollywood”budge/ngmodel:50%content50%distribu/on

FacebookisamobileopportunityinID

98%ofFacebookaccessonmobilepermonth

FACEBOOKCOVERDESIGNRECOMMENDATION

YourFacebookcoverphotoisoneofthefirstthingspeoplewillseewhentheyvisityourFacebookpage,andthatisexactlywhyitissoimportanttomakethebestfirstimpressionpossible

Blue=Safety

•  Blueisacool,calmingcolorthatshowscreaAvityandintelligence.ItisapopularcoloramonglargecorporaAons,hospitalsandairlines.Itisacolorofloyalty,strength,wisdomandtrust.

•  Bluehasacalmingeffectonthepsyche.Blueisthecoloroftheskyandtheseaandisomenusedtorepresentthoseimages.Blueisacolorthatgenerallylooksgoodinalmostanyshadeandisapopularcoloramongmales.

MobileOpAmizaAonOpAmalDimension:851pxW315pxtall<100KB

Objectsright-alignedtooffsetprofilepicture

Versus:

CTAoncovermustlinktoimagecapAon

Pinrelatedpostbelowcoverpicture

Integratecoverphotowithprofilepicture

MICHELINCOVERMOCKUPS

RamadanCover

MotorsportCover

Wheel&BibendumCover

ProductHeroCover

Bibendum

WEEKLYCONTESTCONTENTSAMPLES

WeeklyContest

•  WerecommendaweeklycontesttosAmulatefanengagement.InreturnforansweringaquesAonabouttyresafetyonewinnerwillreceiveasmallgim.

•  This‘storyseries’helpscreatedesAnaAonbuzzsimilartowhenTVshowswerebroadcastatthesameAmeeveryweek.

•  WerecommendtorunonFridaymorningstocapturethebuildingexcitementassociatedwithweekenddriving.

WeeklyContestExample

WeeklyContestExample

TIPSANDTRICKSCONTENTSAMPLES

TipsandTricksTemplate:OursmarterdrivingserieswillfeatureinformaAonabouthowtocareforyourcarstyres,theoverallperformanceandsafety,Also,howtohandlebadroadcondiAonslikerain,smokeanddrivingathighspeedsafely.

TipsandTricksTemplatewithaJapanesecarbrandrimreference

MICHELINTYRETECHCONTENTSAMPLE

MichelinTotalPerformanceTemplateWedonothavemanyexamplesofthisinfographicstylebutrecommendeddevelopingmoretohelpsellthetechnologicalsuperiorityofMichelintyres

MICHELINMOTORSPORTSCONTENTSAMPLE

MichelinMotorsportTemplate:MichelinsinvolvementinmulAplemotorsportsisapowerfulproofpointforwhyMichelintyresarestresstestedunderthemostchallengingcondiAons

MichelinMotorsportTemplate:ThisisthetypeofimagethatcanbridgethegapbetweenaracecarandanaspiraAonalstreetcarthatourtargetaudiencedreamsaboutdriving.

BIBENDUMCONTENTSAMPLE

Bibendumhasrelevanceasabrandiconwhichhumanizesthecompanyandisdesignedtoresembleatoweroftyres.Werecommendasemiregularpostthatalwaysconnectshimtothetyreasthehero,asshownhere

LEBARANFAMILYPROMOTIONCONTENTSAMPLES

LebaranPromoAon•  Peakroadtripperiod,highestmoAvaAonandawarenessofcartravel.Its

Michelin'sbestopportunitytodeployitssafetyposiAoningtodrivesales.•  ForFacebookpromoAonwerecommenddoingaphotosharingcontest

whereFatherssubmitfamilyphotosandareasonforwhytheyare“Indonesia’sMichelinMan”

•  Thewinnerwillbechosenbecauseofhiscommitmenttothesafetyofhisfamilyontheroadandhisenthusiasmforsmarterdriving.

•  TherewardisatriptotheMichelinPilotExperienceinMalaysia.

LebaranPromoAonimagedesign

LebaranPromoAonimagedesign

LebaranPromoAonimagedesign

ChatwiththeMichelinMan!

•  ‘Chatbots’areexpectedtobecomeaprimarywayforcustomerstotalktobrands.TheyarenotcomplicatedtodesignandoperateandcanproviderelevantinformaAonconvenientlyonFacebook.

•  VocaniccancreateaprogramthatwillhelptyreintendersfindtheirnearestdealershipacrossIndonesia.

•  WeexpectbigPRvalueforMichelininbeingfirsttoofferachatbotinIndonesia.

SCOPEOFWORK

ContentCalendarToplineJune July Aug Sept Oct Nov Dec

Frequency

Weekly TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest

Weekly DriveSmarterTips

DriveSmarterTips

DriveSmarterTips

DriveSmarterTips

DriveSmarterTips

DriveSmarterTips

DriveSmarterTips

Bi-Weekly Motorsport Motorsport Motorsport Motorsport Motorsport Motorsport Motorsport

Biweekly Bibendum Bibendum Bibendum Bibendum Bibendum Bibendum Bibendum

Campaign LebaranDriveSafety

LebaranDriveSafety

ProductPromoAon

TBD TBD TBD TBD TBD TBD TBD

TeamMichelinOrgChart

LidyaAdhaAccountLead

30%FTEExp:BMW,Total

AchmadImansayahContentDesigner

35%FTEExp:BMW,Total,Benz,GarnierMen,AirAsia

FarahditaLubisCopywriter25%FTE

Exp;BMW,Total

ScopeofWork:July-Dec2016Accoun

tManagem

ent •  Direct

weekdayClientServiceDirectoraccess&response

•  MonthlybillingandthirdpartycoordinaAon

•  DailyworkflowQA

• Weeklyconcallasneeded

Conten

tDevelop

men

t

•  DesignofFacebookCoverImageonceperquarter

•  Facebookbiweeklycontentcalendar

•  Design&execuAonofLebaransafetycampaigninc.FBcoverimage

•  FacebookpostcreaAonanddistribuAon3xperweek(Mon/Weds/Fri)

•  2changerequestspercontentsubmission

Delivery&AnalyAcs • Weekly

snapshotofkeymetrics-likes,shares,commentsandmessages

•  MonthlyPowerpointreportwithanalysisofMOMperformance

Lidya Iman Dita

RoleofSocialTouchPointsMassreach,videocontests,datacollecAon,

parentdemoskewshigh

Qualitycopy,makeastatement,realAmecommunicaAon&conversaAon

Highqualityimagery,emoAve,behindthescenes,inspiraAonalquotes,youngdemo

SAckerskeycurrency,excellentphotosharingplayorm,veryyoungdemo

Firstmoveradvantage,resourceintensive,highrisk/highreward,wherethecoolkidsareheaded

APPENDIX

GeneralTopicsHowtostopthieveshEps://www.youtube.com/watch?v=hajJLn5S1nsWhichfuelcleanersarebestforyourcarhEps://www.youtube.com/watch?v=gg9ppeUMpK4Isyourgasmileagesuffering?hEps://www.youtube.com/watch?v=YoBGdBPmwYw�HowtoBreakInANewEngine� �hEps://www.youtube.com/watch?v=FlyZc3TL6N8HowToGetGoodGasMileage� hEps://www.youtube.com/watch?v=V3Wp_fEl5rE

TyreSustenanceTipsHowToReadTireSizesandSpecificaAons?hEps://www.youtube.com/watch?v=S-dXgM-csxc

HowtotellifyourtyresneedreplacinghEps://www.youtube.com/watch?v=6PM3M6lWGHMKnowyourcorrectArepressurehEps://www.youtube.com/watch?v=4dr-iozvaO0HowToReadTireSizes-UnderstandingTireCodesandRaAngshEps://www.youtube.com/watch?v=oS2XKHhfvmsHowdoIknowmyAresarebad?hEps://www.youtube.com/watch?v=Yqi-Z2sYRts

AvoidingRiskDrivingTipsHowtohandleatyreblowouthEps://www.youtube.com/watch?v=k5kq101nYSUWhattodoIfyouhydroplane�hEps://www.youtube.com/watch?v=TdwumIUwYYAvoidDistractedDrivinghEps://www.youtube.com/watch?v=95ZlwDrp0RoAvoidFallingAsleepBehindtheWheelhEps://www.youtube.com/watch?v=cwpl9dRwKOgHowToDriveSafelyInTheRainhEps://www.youtube.com/watch?v=MOyA-fNTNq8

ProDrivingTipsSecretsofDrivingLikeaProhEps://www.youtube.com/watch?v=6PT_iQHJXisHowtoDriveFastandSafehEps://www.youtube.com/watch?v=sraLPTqADDwAdvancedDrivingTechniques:TheFastLanehEps://www.youtube.com/watch?v=9PQ6oKidE20�Advancedsteeringtechniques� hEps://www.youtube.com/watch?v=dsRVa-1dIkoAdvancedDrivingTechniques:LateBrakinghEps://www.youtube.com/watch?v=unL7MAiXdXM

MichelinProductVideosDayinthelifeofaMichelinTyre

hEps://www.youtube.com/watch?v=bnG4KHa0DgAMichelinPilotSportA/S3-BehindTheTirehEps://www.youtube.com/watch?v=UzHgvyNao5wMichelinPilotSport3dry&wethandlingandwetbrakinghEps://www.youtube.com/watch?v=fNU72rA7JZc

Roleoftyres•  aAreplaysthreeveryimportantroles:carrythevehicle’sweight,transferbrakinganddrivingtorquetotheroadandguidethevehicle.

•  Cushionthecarprovidingamorecomfortableride

•  SupporttheenArevehicleweight•  DeveloptracAonfordrivingandsteeringunderawidevarietyofroadcondiAons

•  HelpabsorbthemassiveforcesevenasmallcargeneratesduringacceleraAon,braking,andcornering,allowingforamorestableride

Sidewalls

•  TiresidewallshelpabsorbshocksandimpactsfromroadirregulariAes.Theyalsoserveasastructuralelementforthecordplies,addingoverallstrength.TherubberomencontainsanAoxidants.ThesearereleasedoverthelifeoftheAreandkeepthesidewallsuppleaswellasinhibitdamagefromultravioletlight.ThesidewallalsocontainsallthenecessaryAreinformaAonincludingmaximumpressure,speedraAngandsize

Cordplies

•  Thesearenylon,polyesterorrayonfibersservingasthefoundaAonoftheAre.ThefibersareembeddedintherubberandprovidethestructureneededbytheAretocarryaload.Passengercarsusuallyhavetwoplies,whileatruckArecouldhaveasmanyassixtoeight.PliesarelaidoutinspecificdesignsbasedontheAresproposeduse,butmostdriverswillseethestableradial-plydesign

Tirebelts

•  Usuallysteel(hencethe"steel-beltedradial"heardsoomeninAreads),thesebeltsaddstrengthandstructuralintegritytoaAre.Specifically,theyrestrictplymovementandkeeptheArefromdeformingasitdealswiththephysicalforcesinflictedbythecar'smovement.

Tiretread

•  ThiscanbeoneofmostcomplexelementsoftheAre.Treadsaremadeofseveraldifferenttypesofrubberbalancingoutwearresistancewithgrip,enoughflexibilitytoshedwaterwithoutdeformingtheAre,butitmustgiveenoughtorolloversmallerobstrucAonswithouttransmi�ngthatfeelingtothedriver.ItmustalsofitthedrivingcondiAons--aracecardriverwouldn'tuseadaily-driverAre,andacommuterwouldn'tuseracingslicks.