Poking through the clouds
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From the Silicon Valley Cloud Computing Meet-up on 9/24, this presentation overviews strategies to break through the information clutter to become known as a Cloud Computing leading product and company.
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Poking through the clouds
- 1. POKING THROUGH THE CLOUDS THE 3 C’S TO GETTING NOTICED
- 2. Ken Rutsky President KJR Associates Strategic Product Marketing Expert
- 3. the world has shifted
- 5. we have data overload
- 7. Enterprise IT Cost Cloud Content Collaboration Transparency Management Software Business Virtualization & Flash Storage Intelligence Security Solutions Solutions On Demand Enterprise Social Virtualization Identity Software Software Management
- 8. 115,000 550,000 286,000 5,170,000 1,230,000 2,800,000 220,000 2,030,000 27,500
- 9. Breakthrough = Context + Concept + Content
- 10. Context Thought Leadership Concept Breakthrough Positioning Content Engagement and Experience
- 11. Thought Leadership: Definition A subject matter expert with unique insights or perspectives who offers them to shift or contribute to the future direction of an industry, community or way of thinking. Source:
- 12. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 14. “Theproblem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.” “Itʼs often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.” SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 15. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Present Value Business Proposition Promote Individual #N Individual #2 Expertise Expertise
- 16. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Key Present Value Business Audience Proposition Lenses Promote Individual #N Individual #2 Expertise Expertise
- 17. CAPTURING THOUGHT LEADERSHIP Individual #1 Context Meta Strategic Picture Frame Expertise Model Metaphor It's like... Concept Meaning Tactical Point Essence Key Statement: Explanation: Present Value Business Audience Proposition Lenses Content Matter Executable Stuff Detail ( Story / Case Study / Statistics / Research / Example / Process / Steps ) eg:1 eg:2 eg:3 Promote Individual #N Individual #2 www.thoughtleaders.com.au Expertise Expertise
- 18. Context Thought Leadership Concept Breakthrough Positioning Content Engagement and Experience
- 19. Three Strategies For Breakthrough Positioning
- 22. Strategy 2 : Embrace and Extend
- 23. Strategy 2 : Embrace and Extend
- 24. Strategy 3 : Copy and Paste
- 25. Strategy 3 : Copy and Paste
- 26. Context Thought Leadership Concept Breakthrough Positioning Content Engagement and Experience
- 27. Delivering the Message Engagement Thought Leadership Present Publish Promote Pitch Experience Positioning
- 32. CASE STUDY: NIMSOFT GETTING NOTICED AND WINNING
- 33. Nimsoft: The Big 4 Alternative
- 34. Monitored Datacenter AND Cloud Customers Cross Environment Unified Monitoring Enterprise Enterprise AND SPs Yesterday’s Cross Customer Tools Thought Leadership Datacenter
- 35. Positioning from the datacenter to the cloud
- 37. Engagement Thought Leadership Unified Monitoring Present Publish Promote Pitch From the Datacenter to the Cloud Experience Positioning
- 38. $350,000,000
- 39. SUMMARY 3 CS TO POKING THROUGH THE CLOUDS Context: Thought Leadership Content: Drive Concept: 3 Breakthrough Engagement and Positioning Strategies Experience
Notas del editor
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- Background\nChallenge to how we see things\nOpportunity\nThought Leadership clarity\nThe Thought Leadership Advantage\nAn Example\nClose & What’s Next\n
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- Ken\n\n\n“Content Book” - very light on what to say, and how to say it is missing\n\nShift to content marketing a good thing\n
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- relevant - has value for your target markets; \n\ncomplete - is communicated across all channels of human perception from detail and meaning to big picture, from logical to creative (i.e. has a complete pink sheet behind it with models, metaphors, and the 3 levels of an ideas - content, concept and context); \n\nelegant - is captured in ways that are clear and simple but indicate the depth and complexity of your ideas, and uses language palette purposefully/consciously to speak into the worlds of your specific audience; \n\nunique - not only stands out from your competitors, but is near impossible to replicate because you communicate your ideas in ways that only your subject matter experts could communicate\n\n
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- April 2009 SITUATION\n
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