presented by debra raine, senior vice president and general manager western region
DESCRIPTION
Innovation Image Study HUGE HAIRY BRILLIANT EFFICACIOUS THOUGHT LEADERSHIP SURROUNDING AND SUPPORTING WHO WE ARE, WHAT WE DO, WHY IT IS VALUABLE, WHY WE ARE DIFFERENT, AND PROVES WHY WE ARE A MVP TO THE WORLD’S GREATEST INNOVATORS. Presented by - PowerPoint PPT PresentationTRANSCRIPT
Innovation Image Study
HUGE HAIRY BRILLIANT EFFICACIOUS THOUGHT LEADERSHIP SURROUNDING AND SUPPORTING WHO WE ARE, WHAT WE DO,
WHY IT IS VALUABLE, WHY WE ARE DIFFERENT, AND PROVES WHY WE ARE A MVP TO THE
WORLD’S GREATEST INNOVATORSPresented by
Debra Raine, Senior Vice President and General Manager Western Region
February 1, 2007
February 1, 2007
2INNOVATION IS HOT!
Number of books on innovation on Amazon.com: 168,694
Number of hits on Google search “innovation”: 221,000,000
Bloglines.com, November 2006:
512,900 posts with keyword “innovation”
Innovation “will dictate the economic prosperity of nations.”
http://www.businessweek.com/innovate/content/jan2007/id20070124_344192.htm?chan=innovation_innovation+%2B+design_top+stories
SO WHAT???????
February 1, 2007
3
Innovation CommunicationsSM
is Waggener Edstrom Worldwide’s
global public relations expertise
that uses communications to
facilitate the adoption of new
ideas. It requires a special
understanding of
communications and places a
premium on a story well told.
OfficesAustinBeijingBostonDallasHong KongLondonMunichParisPortland San Francisco SeattleSeoulShanghaiStamfordTaipeiSingaporeNew YorkWashington, D.C.
IndustriesBioscienceConsumer ElectronicsFinancial ServicesSemiconductorTechnology Wireless and Telco
PracticesConsumerCorporatePublic Affairs
SpecialtiesCreative ServicesDigital StorytellingInfluential MonitoringInfluential MeasurementResearchTechnology ConsultingWriting
Management ToolsWExViewSM
Influential Intelligence
INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO
February 1, 2007
4INNOVATION COMMUNICATIONS – IMAGINE?
February 1, 2007
5INNOVATION COMMUNICATIONS – THEY DID …AND SOME!
February 1, 2007
6
The diagram illustrates the structured process and methods we (SELL) deploy AND DELIVER to create effective Innovation Communications PR campaigns.
INNOVATION COMMUNICATIONS – IS A DEFINED AND PROVEN METHODOLOGY…………HOLD THAT THOUGHT
February 1, 2007
7WHEN WE CAN (AND WE DO!) HELP BUSINESS ASSESS/UNDERSTAND THEIR NARRATIVE….…………………..WITHIN AN INNOVATION CONTEXT
February 1, 2007
8AND SHOW/TELL/SHARE AN INNOVATION COMMUNICATIONS NARRATIVE PATH TO DIFFERENTIATED LEADERSHIP/SUCCESS
February 1, 2007
9WE BUILD AND EXECUTE AN INNOVATION COMMUNICATIONS NARRATIVE PATH TO DIFFERENTIATED LEADERSHIP/SUCCESS
February 1, 2007
10INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO
WHY DOES THIS MATTER?
February 1, 2007
11INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO
BECAUSE
February 1, 2007
12INNOVATION = BUSINESS VALUE
WE set out to statistically prove correlation between
Innovation and Stock Performance
February 1, 2007
14INNOVATION IMAGE STUDY RESEARCH METHODOLOGY•20 brands
•20 months of US media coverage
•20 words related to Innovation
•20 months of economic performance measured by change of stock price
•Correlation between the innovation and economic performance is calculated
February 1, 2007
15
February 1, 2007
16MOVING FROM LOGIC TO EMOTION
Leadership InnovationLeadership Innovation
Innovation Facts Research
R&DLabsEngineersPatentsInventionsProprietaryIPCustomer insightLifestyle
Rational messaging Emotional messaging
Innovation Beliefs Innovative
CreativeRevolutionaryPioneerAvant-gardeCutting-edgeVisionaryIdeasGenius
Innovation Narrative
February 1, 2007
17MESSAGING IMPLICATIONS OF INNOVATION IMAGE STUDY
Changes the Nature of How WE Communicate
Emotional Storytelling:People-basedCreativeDesign-orientedSubjective/POV
NOT:FeaturesFunctions
BUT benefit-oriented:How it will change people’s lives
February 1, 2007
18INNOVATION COMMUNICATIONS = BUSINESS VALUE
2005 = EBay offers $20m2007 = EBay pays $320m
August 2006 = WE/BMC partnership starts
February 1, 2007
19INNOVATION COMMUNICATIONS = BUSINESS VALUE
February 1, 2007
20POSITIONING INNOVATION IMAGE STUDY
Innovation Image Study: • Substantiates Innovation Communications
• Significant Proof Point To Our Differentiation
• A Powerful Sales and Marketing Tool Proves and Increases the
Value of Our Innovation Communication Product Suite:
– Narrative Network
– Master Narrative
– Storytelling
– Integrated Influence
– Brand Mapping
– Measurement
Innovation Image Study is NOT • A diagnostic tool that can be tailored to each client
February 1, 2007
21MARKETING INNOVATION IMAGE STUDYAND WEInternally
Socialize IIS with YOU and other employees via teleconference, WEPR, Intranet features
Link to IIS whitepaper and deck: http://intranet2/marketing/brand/ip.aspx
Externally
• A sustained leadership campaign comprising:-
– Top Story Placement: BusinessWeek, HBR, IBD, WSJ online
– Speaking Campaign: Business, CMO platforms (C-suite owned)
– Release/Article Placement (C-suite owned)
– Academic placement (Research owned)
– Podcast on www.waggeneredstrom.com
– Key word strategy and link to key terms on http://en.wikipedia.org/wiki/Main_Page
February 1, 2007
22HOW TO MARKET INNOVATION IMAGE STUDYOpportunity or Problem:
A client that needs or would benefit
from developing messaging and/or innovation narrative
Solution:
• Use IIS as conversation starter – WE research that demonstrates the business value in an innovation narrative - emotional storytelling
• How is your brand currently positioned and perceived with the target audience ? Answer:
• Use the Narrative Network map to identify positioning and current perceptions
• Sell in Integrated Influence and Storytelling workshop and services
February 1, 2007
23ADDITIONAL RESEARCH… WHAT TO EXPECT AND WHEN
APAC – IT industry – Q1
EMEA – Industry TBD – Q2
US – Bioscience – Q3
February 1, 2007
24APPENDIX
February 1, 2007
25INNOVATION IMAGE STUDY RESEARCH
Pilot study summary
February 1, 2007
26INNOVATION KEYWORDS
Topical keyword Sentimental keyword A. Technology
Technology Research Development R&D Lab Scientist Researcher Engineer Design Designer Patent Invent Invention Proprietary Intellectual property
B. Marketing Consumer experience Consumers’ experience Consumer insight Customer insight Lifestyle Ethnography
Innovative Innovation Innovator Creative Creativity Revolutionary Cool Neat Pioneer Pioneering Avant-garde Cutting-edge Trendy stylish Breakthrough Out-of-the-box Genius Imagination Idea Vision Reform Idiosyncrasy Idiosyncratic groundbreaking
February 1, 2007
27MEDIA COVERAGE REVIEWED• Wall Street Journal
• Business Week
• Forbes
• Fortune
• Economist
• New York Times
• Financial Times
• San Jose Mercury News
• Washington Post
• USA Today
• San Francisco Chronicle
• CNET
• eWeek
• InformationWeek
• InfoWorld
• Computerworld
February 1, 2007
28KEYWORD FREQUENCY company Tech count marketcount topical count senticount Totalcount
Apple 2.393 0.031 2.424 0.744 3.046
Microsoft 3.91 0.011 3.921 0.667 4.588
Google 2.615 0.004 2.619 0.679 3.299
Samsung 3.04 0.003 3.043 0.678 3.619
SONY 2.649 0.007 2.656 0.641 3.27
HP 3.756 0.006 3.762 0.611 4.373
SAP 2.44 0 2.44 0.571 3.011
IBM 3.687 0.002 3.869 0.538 4.408
Motorola 2.659 0.005 2.664 0.534 3.199
Amazon 2.02 0.003 2.023 0.474 2.498
Intel 4.237 0.019 4.256 0.467 4.724
eBay 2.536 0.01 2.636 0.425 2.976
Nokia 3.51 0.011 3.521 0.415 3.937
AT&T 1.83 0 1.83 0.414 2.243
AMD 3.519 0 3.519 0.402 3.92
Dell 2.04 0.007 2.047 0.399 2.453
Sprint 1.575 0.008 1.583 0.369 1.952
Yahoo 1.756 0.009 1.765 0.358 2.123
February 1, 2007
29SENTIMENT SCORE AND STOCK PERFORMANCE
February 1, 2007
30INNOVATION UNIVERSE (RANKED BY SENTIMENT SCORE)
AppleSamsung
Sony
HP
SAP
Motorola
Amazon IntelIBM
eBay
Sprint
AT&T
AMD
Dell
Yahoo!
Cisco
Microsoft
February 1, 2007
31THANK YOU!