1. Telefónica Digital
Connected Car 2013
Nick Wilkins, Director of Media Relations,
Telefonica Digital
Kath Easthope, MD EMEA, Bite

3. The Story
By 2022 there will be
Telefónica Digital has a
1.8 BILLION
UNIQUE VALUE PROPOSITION
automotive M2M Connections
by facilitating the automotive OEMs’
end-to-end Connected Car needs
comprising
700 MILLION
Connected Cars and
1.1 BILLION
However market awareness of the offering
was low among key decision makers
aftermarket devices
With a long heritage in the telecoms
industry it struggled to be viewed
as a credible player in the
automotive market…

4. The Bite Methodology

5. We create:
A deep understanding
of the audience’s
attitude and behaviour.
We create:
A core narrative that will
reach your audience in
different ways, places
and times.
We create:
A carefully crafted
content suite, custommade for the audience.
Insight
Idea
Content
Community
Credible
Creative
Crafted
Conversations
Opportunity:
The Kernel
of Truth
You get:
The ability to talk to
customers about the
things that matter to them.
Content strategy:
The Blueprint
You get:
More efficiency and
consistency in campaign
development.
We create:
A strategy to find your most
important influencers and
shape their opinion.
Activation:
Owned, earned and
paid channels
You get:
Positive brand sentiment
and higher engagement.
You get:
A shift in audience attitude
and behaviour, leading to
long-term business benefit.

6. Insight
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

7. 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.

8. Idea
The Connected Car Leadership Network
Make Telefónica the
facilitator of discussion and
debate among the key
decision makers in the
Connected Car industry
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

9. 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?

10. Content
Connected Car 2013 central hub on the Telefónica Digital website
Central content
repository
Destination for
all
owned, earned,
paid media links
Long term
content hub for
all Telefonica
Connected Car
activity

11. Content
1 year content plan with real world
event as pivotal point included:
Print and
digital versions
of the report
Collateral
for sales
teams
(Report direct
mailed to 150
prospects at
OEMs)
Earned and
owned media
placements
including
video
Sales
team
presentat
ions
Content for
Telefonica
Digital Hub
Content
plan for
different
markets
Twitter and
LinkedIn
content
calendars,
organic and
paid
Contributed
articles
developed for
earned
media
Global
versions for
Telefonica’s
key
markets
Video
interviews of
connected
car heads

12. 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

13. Results
Report launched at
inaugural event
Connected Car Show in
Amsterdam to discuss the
findings, with key connected
car OEMs in attendance
Digital assets
DOWNLOADED
13K TIMES
LinkedIn group
130 LIMITED EDITION
reports direct mailed to
34 Automotive OEM
members and growing. 17%
of group from Detroit, home
of global car industry
200,000
TWITTER
engagements
25 AUTOMOTIVE OEMS
All TOP 5 global
automotive OEMs
represented
450 PIECES GLOBAL PRESS
coverage including Wall Street
Journal, Forbes, LinkedIn
Group with 43 members
from 11 OEMs

14. Key pieces of coverage

15. Industry feedback
Ian Digman
General Manager Nissan
I got my full copy of the
Connected Car Report today
– good weekend reading!
Joann Muller,
Detroit Bureau Chief, Forbes
[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.
Pavan Matthew
Global 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.

16. Industry feedback
3 LIVE SALES DISCUSSIONS
initiated between Telefónica and
automotive OEMs

17. Connected Car Report 2014
COMING SOON.
WATCH THIS SPACE!

18. Thank you.
Any questions?