how changing lanes can help you set your content roadmap€¦ · uber self-driving car that struck,...

How changing lanes can help you win the race

Danielle Mann September 2018

SET YOUR CONTENT ROADMAP

GCG STORYTELLING MINDSET SERIES 2

The Rush


Differentiation

Paint the Picture of the Future

Visual

Tension

Partner

Team Effort

Tension

Story Elements


Building Your Story – Take a Road Trip


The Intel / Mobileye Road Trip

2015 / 2016

• Partners

• Products

• Test Drives

2018

• Safety

• Trust

GCG STORYTELLING MINDSET SERIES

How Do You Get There?Building Your Map

6


Where Are You Going

Today

2021

One Year


What is the White Space?


Finding Your Platform

White Space

Where AreWe Going

Your Platfo

rm


$7 Trillion

The Intel Platform = Big Number

“While the dollar impact of the coming passenger economy is huge, the other benefits of widespread adoption are enormous. For example, Intel estimates…” — Phil LaBeau

Opening Statement of Sen. Thune, Hearing on Driving Automotive Innovation and Federal Policies

Driverless cars will create a separate $7 trillion ‘passenger economy’ — Intel

Over 1000 articlesReferenced weekly over 18 months later

Multiple angles and perspectivesWasn’t just about clips – Leadership voices Amplifying


Credible

Third party Validation

Partners, Analysts

Predictions You Can’t Back-up

Tension

Authentic Leadership Voice


Traffic JamThe Conversation Shifts

12


A Gift – Another Big Number

$15 billion


Too Much Content

Lots of Widgets

Lots of Partners

Random News

Traffic Jam

Bucket Your Topics

Stick to the Lane

Map Reporters


Changing LanesThe Conversation Shifts

15


An Industry Inflection PointUber Self-Driving Car That Struck, Killed Pedestrian Wasn’t

Set to Stop in an Emergency

Uber reportedly thinks its self-driving car killed someone because it ‘decided’ not to swerve

Self-driving cars under scrutiny after Uber pedestrian death

Uber halts self-driving car tests after death

Fatal accident with self-driving car raises novel legal questions


It is Hard

Mobileye says its software would have seen pedestrian in Uber fatality

Robocars: Time to Discuss Safety Validation

Intel claims its self-driving car software would've detected woman killed in Uber crash

Intel Takes Jab at Uber's Self-Driving Car Tech Over Fatal Crash

Uber’s self-driving car crash might have been prevented by older tech, says Intel


Tools to Take on the Ride

18


The Usual Suspects and others

The Experts - tech, business and data

Marketing

Go Beyond the Exec

Personalities

The Pit Crew


Personalization

Experience or Content

Exclusive with >1 Reporter

Pitch Deep Stories

Know Who is Writing What

Sponsorship

Beyond the Press Release & Press Event

The Autonomous-Car Company That’s Selling Safety FirstIntel-owned Mobileye says it can leapfrog Alphabet

and Uber on the path to driverless ubiquity.


I N T E R N A L

Recap and “pre-cap”

Flag the article with visuals

Bring a hard copy to key participants –or frame it!

Embrace other markets

Recognize your Pit Crew

A M P L I F Y E X T E R N A L

Social & Newsroom

Partner with Marketing

Promote Internally and Amplify Externally


Building Your Story – Take a Road Trip


The Rush

how changing lanes can help you set your content roadmap€¦ · uber self-driving car that struck,...

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