Fueling A_B experiments with behavioral insights (1).pdf
@TeslaMotors' #ContentMarketing
1. The Single Lesson to be Learned
from @TeslaMotors’ #ContentMarketing
Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014
ANTAGONIZE
2.
3.
4. “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
5. “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
7. 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/
8. 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/
9. Effectively, Tesla’s content marketing
is a choreography of epic battles
co-producing subsequent media
and business successes.
@FrankDelmelle, Creative Content Strategist
10. Tesla's content marketing track record
has the narrative structure of a screenplay,
– David vs. Goliath – a classical hero's journey.
11. 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.
12. 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.
13. 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
16. 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/
17. 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.
20. 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.
21. 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.
23. 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_newslink=sfmw
24. 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
26. 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/
27. 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/
28. 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/
29. “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/
30. 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/
34. You’ve got
an amazing product
a brand you believe in
some storytelling skills.
Pictured: @DougKessler,
#FusionMex Antwerp,
Spring 2014
35. 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
36. The Single Lesson to be Learned
from @TeslaMotors’ #ContentMarketing
Content Marketing Inspiration Series #6 - @FrankDelmelle - July 2014
ANTAGONIZE