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How Savvy, Data-Based Strategic Communications
Can Earn You a Seat at the Table
Oct. 3, 2019
Therese Van Ryne
Global Director – PR, Thought Leadership & Advocacy
ZEBRA TECHNOLOGIES
Agenda
• Evolving strategy & messages from data & analytics
• Using data to help you better understand & reach your audience
• Tips for maximizing your budget & gaining executive buy-in
• Ways to set measurable, achievable goals & report your successes
@ThereseVanRyne
ZEBRA TECHNOLOGIES 33
Who is Zebra?
Vision
Enterprise Asset Intelligence: when
every asset and worker on the edge is
visible, connected and optimally utilized
@ThereseVanRyne
ZEBRA TECHNOLOGIES
ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Evolving Strategy from Data & Analytics
5
@ThereseVanRyne
ZEBRA TECHNOLOGIES
TODAY: Public Relations, Thought Leadership & Advocacy
Sharpening Zebra’s performance edge by
enriching and expanding sources of growth
Building awareness and relevance of our
core portfolio with PR support including
NPI and the use of the customer reference
program to build preference for Zebra
Building awareness and relevance in our
adjacencies with PR support including thought
leadership to achieve new reach in new categories
and market segments
Role within Zebra’s Vision of Marketing
@ThereseVanRyne
ZEBRA TECHNOLOGIES
TODAY: Public Relations, Thought Leadership & Advocacy
Role in PESO Model Based on What Media Care About/Where We See Traction
KEY TAKEAWAYS
• Journalists globally have limited interest in writing about 2, 3 and 4.
• To drive awareness in these areas, we will prioritize our customer reference and thought leadership programs.
• Paid, Shared and Owned channels will also play a greater role to drive awareness of 2, 3 and 4.
1 2 3 4 5 6 CORP
A B
PAID X X X X X X
EARNED X X X X X
SHARED X X X X X X X
OWNED X X X X X X X X
@ThereseVanRyne
ZEBRA TECHNOLOGIES
BENCHMARK: People Spend
• Determining current level of
internal staffing to cover PR.
• Determining corporate-
focused PR staff and more
regional-based PR staff vs
the Target group.
[All data from current fiscal year unless stated otherwise]
Zebra Technologies
Target Group All Hardware
Total Marketing Staff X X X
Average Marketing Staff X X X
Staff Distribution (mean %)
Product Marketing X% X% X%
Partner Marketing X% X% X%
Direct Marketing X% X% X%
Web Site X% X% X%
Field Marketing X% X% X%
Event Marketing X% X% X%
Industry and Audience Marketing X% X% X%
Campaign Management X% X% X%
Sales Enablement X% X% X%
Public Relations X% X% X%
Corporate Business Unit Regional
Staff Categories Zebra Target
Group
Zebra Target
Group
Zebra Target
Group
Public Relations X% X% X% X% X% X%
IDC Research: Zebra vs Target & All Hardware
@ThereseVanRyne
ZEBRA TECHNOLOGIES
BENCHMARK: Program SpendIDC Research: Zebra vs Target & All Hardware
• Determining overall
program spend vs
Target and All Hardware
groups.
0%
5%
10%
15%
20%
25%
30%
35%
Zebra Technologies Target Group All Hardware
Program Spend Comparison
@ThereseVanRyne
ZEBRA TECHNOLOGIES
How We Will Optimize PR Agency Global Spend Maximize our Internal Team/Resources
#1:
Media Outreach
Strategy
#2:
Proactive Media
Relations
#3:
Translations/
Content
Localization
#4:
Measurement/
Analytics
#5:
Press
Release/Byline
Development
2018 – 1H’19: AGENCY SUPPORT
2H’19: AGENCY SUPPORT
2020: AGENCY SUPPORT
INTERNAL SUPPORT
SAVING $X
INTERNAL SUPPORT
SAVING AN ADD’L $X
@ThereseVanRyne
ZEBRA TECHNOLOGIES
• Internal local language support = rely
on our agencies for translation &
customization
• Percent of company’s total revenue
• Percent of our agency spend
• Percent of total placements generated
PR Agency Footprint
Reviewed countries where Zebra has a proactive PR program
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Right Strategy, Alignment and Resource Model for the Future
• Earned media has critical role to play in achieving our marketing vision.
• Based on PESO model, we will focus on customer references and thought leadership to
drive earned media for certain products and solutions.
• IDC research helped us benchmark our staffing and budget levels.
• Our planned optimization depends on insourcing some work such as copy writing and
analytics.
• Careful consideration required for future geographic spend and tech/vertical (including
M&A) adjacent expansion due to higher costs to support countries in which we don’t have
internal local language support.
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Using Data to Better Understand &
Reach Your Audience
13
@ThereseVanRyne
ZEBRA TECHNOLOGIES
• By combining our PR, thought leadership and advocacy onto one global team, we align our storytelling,
messaging approach and maximize our resources to reach our target audiences.
• Our key PR objective is to secure positive coverage for Zebra and grow our brand awareness in sources
such as print, online, broadcast and digital platforms using our full toolkit.
• Many companies are reducing the number of press releases they issue to focus more on long-form,
branded journalism posts to drive coverage in a cost-effective way.
2019 PR Strategic OverviewExpanding our storytelling approach
@ThereseVanRyne
ZEBRA TECHNOLOGIES
• Average cost to produce, distribute and track press releases globally
• Earned media impression analysis to determine best performing categories
Data Drives Evolution in Global PR StrategyUsing more tools in our PR toolkit
Traditional Approach
Press releases – posted to Businesswire; used for majority of
news globally
Media advisories – one-page announcements used on
limited basis for secondary news
Blog posts – used in old format mostly in one region, not
easily accessible globally on zebra.com
Bylines – longer form narratives written by Zebra widely
pitched to trade publications; often used globally
Going Forward Approach
Press releases – used for tier one announcements; posted on
Businesswire and zebra.com
Media advisories – used for lower tier news and events;
coupled with a media pitch to invite journalists for briefing
Blog posts – used globally with easier access to drive news,
exploring online branded journalism site too
Bylines – used globally to promote current news trend, POV or
plant a seed for a new market need prior to a product launch
@ThereseVanRyne
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ZEBRA TECHNOLOGIES
In Summary
• Less press releases will save cost
• Use our budget more strategically to
build our brand awareness
• Drive a storytelling approach to
create a destination
• Our PR toolkit will fuel our regional
social channels & paid campaigns
• Ultimately, our PR cost savings gives
us additional budget to focus on other
integrated marketing activities
PR ≠ press release
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Tips for Maximizing Budget &
Gaining Executive Buy-In
17
@ThereseVanRyne
ZEBRA TECHNOLOGIES
TED Thought Leadership Partnership
18ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
TED Thought Leadership Partnership
19ZEBRA TECHNOLOGIES
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ZEBRA TECHNOLOGIES 20ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Audience Response
28 Respondents (20% of attendees)
6
18
21
3
Do you feel more positive
about Zebra Technologies
as a result of their
partnership with TED?
16 of 18 positive responses
Do you feel you have a better understanding
of what Zebra Technologies does and what
they stand for after the event?
YES NO
Have you heard about Zebra
Technologies before?
YES NO
VERBATIMS:
- Amazing company with innovative approach to thought leadership!
- The technology and devices that enable goods to be tracked as they move around the world.
- Technology company that build products we see often but don’t know who made them.
- They build technologies that connect, data, assets and people.
- They are everywhere!
@ThereseVanRyne
ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Customer Reference Program
23ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Zebra Your Edge Blog
24ZEBRA TECHNOLOGIES
@ThereseVanRyne
ZEBRA TECHNOLOGIES
Ways to Set Measurable, Achievable
Goals & Report Your Success
25
@ThereseVanRyne
38% 58% 4%
S E N T I M E N T
Positive Neutral Negative
X%POSITIVE / NEUTRAL SENTIMENT
XGLOBAL UNIQUE EARNED
MEDIA PLACEMENTS(+29% vs Q2 Goal: 1,000; +28% vs Q1’18: 1,017)
26
(2019 Goal: 85% positive/neutral; -4% vs Q1’18) Global Share of Voice
(2019 Goal: 55% global SOV in targeted publications)
77%
10%
4%3%
6%
Q2 SOV0 50 100 150 200 250 300 350
Performance Edge
Software
Internet of Things
Channel Partners
MESSAGE PENETRATION(2019 Goal: 65%)
Global Public Relations
Media Results
XCUSTOMER WIN & THOUGHT LEADERSHIP PLACEMENTS
XPRESS RELEASES (14) & MEDIA ADVISORIES (12)
(2019 Goal: Decrease PR & Increase MALY: 20 PR, 0 MA)
(2019 Goal: Develop baseline globally)
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ZEBRA TECHNOLOGIES
Tips to Measuring Global
Share of Voice
• Alignment on key competitors
• Global media lists
• Key terms translated into key
languages
• Regional SOV charts
• SOV options
@ThereseVanRyne
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ZEBRA TECHNOLOGIES
Key Takeaways
• PR strategy alignment to business &
marketing strategy
• Use data to support your staffing,
agency & content needs
• Enhance your basic PR toolkit with
thought leadership activities
• Measure, report your results in a
format business leaders understand
@ThereseVanRyne
Questions
ZEBRA TECHNOLOGIES
@ThereseVanRyne
Thank You
ZEBRA and the stylized Zebra head are trademarks of Zebra Technologies Corp., registered in many jurisdictions worldwide. All other trademarks are the
property of their respective owners. ©2019 Zebra Technologies Corp. and/or its affiliates. All rights reserved.
Contact
Therese Van Ryne
@ThereseVanRyne
https://www.linkedin.com/in/theresevanryne/