Strategic Positioning & Messaging Architecture - Final

Strategic Marketing

Chuck Drake December 23, 2010

C X Ↄ – Customer Experience Consulting chuckdrake@comcast.net

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A Positioning Architecture: What You Do & Why it Matters

A Positioning Example …

Vision

Mission

Positioning

Value Proposition

Tagline

The long-term mark you are trying to make on your customers, industry or the world at large.

Creative, pithy expression that communicates your vision, mission or strategy.

Defines the key benefit you promise to your most important customers.

Rooted in competitive advantage, the positioning statement articulates your differentiated role in your industry and your ultimate customer relevance.

What you strive to achieve every day to reach your vision.

Personality The attributes of your people and hallmarks of your culture.

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Brand Architecture in Action:

Change the way people work, live, play and learn.

Welcome to the Human Network.

Cisco hardware, software and service offerings are used to create Internet solutions that allow individuals, companies, and countries to increase productivity, improve customer satisfaction and strengthen competitive advantage.

Cisco is the worldwide leader in networking for the Internet.

To shape the future of the Internet in ways that empower individuals.

Leader, innovator, customer-focused, aggressive

Vision

Mission

Positioning

Value Proposition

Tagline

Personality

Jive is the first enterprise platform that unleashes the creativity, innovation, and motivation that is trapped in most people.

Because users love Jive, their work lives will be much better and they do better work, they will make a bigger difference to their colleagues, customers, shareholders, and yes, even the world.

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Brand Architecture in Action:

We believe Social Business is the future.

The New Way to Business.

Jive is the largest and fastest growing independent Social Business Software company in the world.

We are driven to become the first enterprise software company that end users love.

Visionary, aggressive pioneer, inspirational, leadership

Vision

Mission

Positioning

Value Proposition

Tagline

Personality

How these CEO’s are Positioning / Messaging their Brand

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John Chambers - CEO, Cisco • “In its infancy 14 years ago, the Internet drove

advances in the ways in which we interact and communicate. Today we are seeing a new Internet- driven revolution, an entirely new level of instant, complex collaboration across the global human network.”

• ”The amount of digital information being created today demonstrates how effective the Internet is for collaboration and communication.

It took 200-plus years for the U.S. Library of Congress to build its collection of millions of books, recordings, photographs, maps and manuscripts. The same equivalent in digital information is now created every 15 minutes.”

Tony Zingale – CEO, Jive • “Jive is leading the Social Business revolution, just

like Facebook and LinkedIn did in our personal and professional lives"

• “Social Business is the biggest shift in the way business gets done in a generation.”

• “Social business is not Facebook for the Enterprise. I’m not just talking about using Facebook fan pages, or having a Twitter account. I’m talking about fundamentally rethinking the way you engage with employees, customers, partners and suppliers.”

• “If you don't have a social strategy, you'd better go get one."

VMware accelerates an organization’s transition to cloud computing, while preserving existing IT investments and enabling more efficient, agile service delivery without compromising control.

VMware helps organizations of all sizes lower costs, preserve freedom of choice and energize business through IT while saving energy - financial, human and the Earth’s.

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Brand Architecture in Action:

The future of business requires IT organizations to operate in a more business-like way through IT-as-a-Service infrastructure.

VMware is the global leader in virtualization and cloud infrastructure.

VMware delivers virtualization and cloud infrastructure solutions that enable IT organizations to energize businesses of all sizes.

Visionary, transformative, adaptable, enabling, leader

Vision

Mission

Positioning

Value Proposition

Personality

Pega enables clients to quickly adapt to changing business conditions by directly capturing business objectives into fully automated processes and eliminating manual programming.

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Brand Architecture in Action:

True competitive advantage comes from streamlining agile business processes that adapt to changing market conditions.

Build for Change

Pega is the recognized industry leader in business process management (BPM) and a leading provider of customer relationship management (CRM) solutions.

We help the world’s largest companies achieve new levels of agility, enhance customer loyalty, generate new business and improve productivity.

Pioneer, confident/feisty, thought leader, pragmatic, problem-solver

Vision

Mission

Positioning

Value Proposition

Tagline

Personality

How these CEO’s are Positioning / Messaging their Brand

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Paul Maritz - CEO, VMware • “There is a fundamental change happening

in the industry ... the way things are organized is changing. A lot of the interesting stuff is now outside the realm of the traditional vendors.”

• “There really hasn't been a lot of innovation inside operating systems for 20 years now .”

• “I think it's a very sincere form of flattery the fact that Microsoft needs to take out a full page ad in a national newspaper for our customer event … I smiled when I saw that this morning."

Alan Trefler – CEO, Pegasystems • “Large stack vendors have latched on to BPM

because they have not had the right combination of innovation and customer success to really build a sustainable business … which has been our focus all along. “

• “I would rather eat sand than be bought by IBM.”

• “At the end of the day, we think that this is really about automating work, making what this system does both more personal and more efficient, getting rid of unnecessary steps, eliminating expensive resources … that’s what enabled us

to be so successful .”

Current Positioning Architecture

Webtrends founded the web analytics industry in 1993. Today, our leadership extends much further, to social media measurement, paid-search optimization and connecting the online and offline data silos scattered throughout organizations.

We help you turn the data generated by your web site, blogs, online campaigns and enterprise systems into understanding of your customers and, ultimately, business opportunity.

Our people and products help you answer complicated business questions – rather than disguise incomplete answers in colorful charts and graphs

The Global Leader in Mobile and Social Analytics

WebTrends is the global leader in mobile and social analytics.

Vision

Mission

Positioning

Value Proposition

Tagline

Personality Product-driven, creative, passionate, collaborative, helpful but hard to use, “Portland culture”

Dramatically improve the web results for many of today's largest companies and most innovative marketers.

Current Positioning - Issues

This is not a long-term vision but is a statement of the present – with one foot in the past (Web) and a foot in the future (Mobile & Social). Uninspiring to the target audience – too tactical & bi-polar. Needs to be a unified vision statement of the future.

Too ‘Product’ and ‘About Us’ focused

Needs to reflect Company’s Vision, Mission

Good statement for generating near-term demand for Sales in new markets and for swerving the car away from the ‘web analytics only’ past. However, is confusing and/or controversial to audiences who do not recognize or believe this as what the company fundamentally is good at doing.

Vision

Mission

Positioning

Value Proposition

Tagline

Personality Not the profile of an aggressive market leader capable of making huge strides in dynamic, new markets.

Scope limited to just Web Analytics and too tactical – says: “if it’s about clicks and conversions we can help you. Beyond that – it’s a gamble.”

Webtrends web analytics enables CMO’s to become the inspired digital genius within their organization – masters of how to tap the hidden potential of the Social and Mobile brand experience.

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Brand Architecture: Inspire Genius

In the new digital world order of Social Media and Mobile, the customer defines their own brand experience – not the enterprise.

Get Genius (potential future)Inspire GeniusActionable IntelligencePure Digital GeniusDigital Genius Inspired

Webtrends is the Global Leader in Mobile and Social Analytics. (now)

To enable the CMO to become true masters of the new digital brand experience – to become genius at everything Social Media, Mobile and more.

Brilliant, inspirational, enlightening, dynamic, leadership

Vision

Mission

Positioning

Value Proposition

Tagline

Personality

Webtrends is the Global Leader in Mobile and Social Analytics.

Brand Architecture Concept: Inspire Genius

brilliantgenius

brilliant

social

inspirational

inspire

get genius

enlighteninspire

leadership

social dynamic mobile

Messaging Word Cloud

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Alex Yoder – CEO, Webtrends

• “Everyone knows that 2010 was the breakout year for Social Media, Mobile. But this change brings on a new set of questions for CMO’s: “What does this mean for my Brand in the future?, What is working?, What is not? And Why? How do I measure these new digital channels? A new world order is here to stay but what does this mean for my role as CMO? Am I prepared? How do I Get Genius at this and do it yesterday?” I hear these questions everyday.

Those that ‘Get Genius’ already understand what the future is about – customer insight and actionable intelligence across Mobile, Social and more – the entire digital brand experience.”

• “Mobile and Social Media have flipped the brand experience around – now the customer defines the brand on their own terms. Old school marketing just doesn’t work anymore. The CMO of the future must Get Genius and leverage actionable intelligence across the Mobile, Social Web.”

• “If you’re a CMO and don’t have a Social and Mobile analytics strategy; you’d better Get Genius quickly and go get one.”

CEO Positioning - Inspire Genius

Engage Conference SF - Inspire Genius

Webtrends Engage Customer Conference 2011 - San Francisco• >1,000 attendees – CMO’s & Heads of Marketing• Attendees from USA, Europe, Asia• Launch of New Positioning: Socal & Mobile Analytics

SEO Messaging Considerations

SEO: “Web” Analytics Terms Still Dominates Search … but

… “Social Media” and “Mobile” analytics search terms rising

“SEO: … “Social” analytics search is about Facebook, Twitter

“Social” analytics search terms important for SEO:Social Media Marketing Social Media Tools Social AnalyticsFacebook Tracking Facebook Analytics Facebook MonitoringTwitter Analytics Twitter Tracking Twitter MonitoringSocial Media Analytics Social Media Monitoring Social Media Tracking

“SEO: … “Mobile” analytics search is about Tracking, iPhone

“Mobile” analytics search terms important for SEO:Mobile Tracking Mobile Marketing iPhone Tracking iPhone Analytics iPhone MonitoringMobile Monitoring Mobile Analytics Mobile Web Metrics

Secondary Messaging Considerations

Secondary Messaging

Become the “Unified Analytics Leader”:• Embrace & Extend Strategy: now & in the future - it is about what the

Customer is doing everywhere they engage the Digital Brand• Whether on the Traditional Web, the Mobile Web, the Social Web, the

Video Web, etc., etc. • Cross-Channel Optimization Story: it’s about optimizing the entire Digital

Customer Experience – not just focus on a single digital channel• Realization: the Customer engages across all Digital channels – so it only

makes sense to measure it that wayThe Company Defines a new Digital Analytics Solution Category:

• Invent & champion Full-Suite Solution Value Proposition (see next slide)• End-run position to strategic competitors (IBM, Adobe and niche)

Company Vision

Full Suite Digital Analytics Value

Proposition

The way customers engage the brand has changed forever. To compete now and in the future, Companies must understanding how to optimize the entire digital customer experience.

Webtrends helps companies better monetize and serve their customers across the entire Digital Channel Experience – Website, Social, Mobile and more.Webtrends are experts at actionable digital intelligence.

Unified Analytics Value Proposition

1 + 1 + 1 = 5!

1 = Mobile Analytics

3 = Traditional Web Analytics

2 = Social Media Analytics

* PLUS * 4 = 360 Degree View of Entire Digital Customer Experience

* PLUS * 5 = All-in-One Vendor Advantage = Everything You Need @ Low TCO

Actionable Intelligence Across All Digital Channels

Back-Up

Positioning & Messaging Recommendation

Webtrends inspires the CMO to align rapidly changing customer goals with brand goals in the new, dynamic digital world.

Webtrends web analytics for Social Media and Mobile powers CMO’s to adapt and transform their brands’ digital customer experience.

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Brand Architecture Concept: Inspire Change

The new realities of the Mobile and Social Web mean everything in business is rapidly changing. CMO’s must adapt quickly or die.

The Global Leader in Mobile and Social Analytics (current)

Webtrends is the global leader in Mobile and Social Analytics.

Webtrends enable CMO’s to unleash their organizations adaptability - transforming them and their ability to breakdown barriers that impede the digital customer experience.

Agile, cutting-edge, transformative, about making the future ‘now’

Vision

Mission

Positioning

Value Proposition

Tagline

Personality

Inspire Change (potential for future)Analytics for the New Digital World

Brand Architecture Concept: Inspire Change

brilliant

inspire

social

inspirational

inspire

analytics for the new digital world

inspire

social dynamicmobile

transform

agile social mobile

inspire

adapt to change

Current Positioning Situation …

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Strengths • Passionate about Analytics• #1 in Europe: Higher-level relationships

with CMO’s & consultative positioning• Lots of successful client relationships

Weaknesses • 15 Years as Web Analytics – only provider • Last man standing • Confusion about brand identity• Mobile & Social Analytics Experience: lack

of customer proof points and innovation

Opportunities • Now: Mobile & Social Analytics is

greenfield• Future: There's no difference between

Mobile and Social and Web = Analytics • Mobile Web is the Web

Threats • Someone else gets there first• Market does not believe• Mobile is not same as Social• M&A creates opportunity for IBM,

Adobe to leapfrog Webtrends

Today: Three separate analytics categories are not yet unified in the minds of thought leaders, prospects and customers (majority opinion):

• Traditional Web Analytics (clicks streams and conversions)• Mobile Analytics: (mobile app usage)• Social Media Analytics: (social media brand monitoring)

The Positioning/Messaging Challenge: what do you call this uber-category (Mobile + Social + Web = ??) at this point in the markets maturity:

• Terminology issues/challenges: • Web, Digital, Interactive Analytics: though accurate – these terms are potentially

outdated, tired; Marketing Analytics: too broad• Term “Mobile” Web does not embrace the term “Social” Web - different

• No consensus within industry today on naming convention – everything today is considered a separate category or tool or solution with narrow purpose

• SEO behavior – what people are searching for: • “Social Media Analytics”; “Mobile Analytics” search terms are rising• “Web Analytics” search term volume is larger but flat

Current Category Positioning Situation …