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WhatisContentSense?
• Webelieveyourcustomersandfuturecustomerswantcompellingreasonstotrustyourbrand.
• WebelieveincreaAnguniquecontentexperiencesthatexcitethecustomerandconveykeyproductaEributesthatdrivepurchase.
TableofContentCompe&&veLandscape
CompSetSWOT
ContentStrategyArchitectureMixMatrixHeroFormulaPillarsCalendar
ContentsamplesWeeklycontestTips&TricksTyreTechMotorsportsLebaranHolidaypromoAonFacebookChatbot
TeamMichelin
Overview
• Bridgestone,GoodyearandothercompeAtorbrandsdonotunderstandbasiccontentmarkeAngforIndonesia.
• Itisacategorythatbelievesitslowinterestbutthereisnolowinterestconsumerproduct,justlowinterestcontent.Alltyrebrandsaremissingabigopportunitytousesocialmediatobuildtheirbrandandincreasesales.
• ThisrecommendaAonistoprovehowMichelincanlapitscompeAtorsanduseFacebooktobecomethemostrespectedtyrebrandforsafetyinIndonesia
OnlyTyreheroshotisuglyandboring
PromoAngroadsideserviceandworryfreetagline
Genericglobalimagescommonlyused,limitedrelevancetoIndonesiaortheproduct
PageheaderinconsistentwithcontentposAngs,profilepictureisconfusing
Vehicleimagesdonotinspireexcitement,noevidenceofproductheroshots
BridgestonepromoAngecofriendlyangle,poorqualitygraphic
BridgestonealsousingpoorqualityphotosandrecentlyhasbeenpromoAngtheplightofanorangutan
Headerdesignlacksconsistencywithbrand
MichelinSWOT
Strengths-Michelin Weaknesses-Michelin
ProductqualityAffordablepricepointEuropeanheritageMotorsportassociaAonSportscarbrandpartnerships
PerceivedasexpensiveRelianceonglobalcontentLocalwebsiteisdatedLowengagement
Opportuni&es–AgainstCompset ThreatsfromCompSet
TyrenevertheheroLimiteduseofvideoTyresnotmarketedassafetyfeature
PricesqueezefromaboveandbelowNewAretechnologyMediaspendscale
OvercomingbarrierstonewopportuniAes
Challenge• Tyresnottopofmindforcar
owners• Tyrebuyersprice&brand
sensiAve-gocheapofgobig(HankookorPirelli)
• Tyresnotconsideredasafetyfeaturebyconsumers
• Targetaudiencenotconcernedaboutsafety/notareasontobuy
• Safetycannotbeconveyedjustwithimages
Solu&on• Remindownersofimportance
oftyreforperformance.• Emphasizeaffordable
EuropeanqualityposiAoning,Motorsportinvestmentbenefits
• EducaAonneededaboutroleoftyressafety
• SafetyisanaddiAonalbenefitprovidedbybeEerperformance/higherquality
• Videoandcopyneededtoconveysafetyproofpoints
ContentStrategyArchitectureOurcorecontentstrategystatementmustanswertheseques&ons:
• WhatisMichelinsmission?
• Whoisthetargetaudience
• Whatarethebusinessgoals?
• WhatarethecontentobjecAves
ApplyingthislensetoMichelininIndonesia:
• Mission:Tobuildandprovidethesafesttyresonthetoad
• Targetaudience:upperincomemiddleagedmalecarenthusiast,statusseekingurbandwellers.Wifesecondarytarget.
• Businessgoal:CustomeracquisiAonandbuildsafetybrandstrength
• ContentobjecAves:BuildconnecAvity
betweensafetyandMichelinbrandpromise,drivegreateraudiencereach
ContentMixMatrixIndustryExper&se BrandFocus AudienceGoals AudienceInterests Available
Resources
Whatareweexpertson?
HowhasMichelinbuiltitsreputaAon?WhattypeofcompanyisMichelin.Everypieceofcontentmustreinforcethis
WhywillyouraudiencespendAmereadingourposts?
Whatcapturesouraudience’saEenAonandsAmulateanemoAonalresponse?
Whatassetsandcontributorsdowehavetodeploy
Wemakethebestperforminghighestsafetytyresintheworld.
WedemocraAzethejoyofdrivingwhiledrivingsmarter&safer
StayinformedaboutbeEerdriving&carcare,newproductpromoAons
Theylovetheircarandwhatitsaysaboutthemasasuccessfulman.TheylikesexyphotosandnewinformaAonthatmakesthemsmarter
GlobalimagesandpotenAalforlocallycreatedcontentandcontribuAonsfromexisAngcustomers
Contentstrategystatement:
AtMichelin,wedemocraAzethejoyofdrivingbyprovidingthemostsophisAcatedhighqualitytyresoluAonsthatmaximizesafetywithoutsacrificingperformance.
ContentHeroFormulaThetyreisthehero.IneverycommunicaAontheproductisinprimaryfocus.Everythingelseissecondary.Thecar,therace,theroad,Bibendum,theyallsupportthetyreasheroThetyremustalwaysbepresentedasanevocaAve,hot,desirableimagethatcreatescarnaldesireinmentowanttoownit.MichelinsaysSTATUSandSAFETY.
Baseheroshotguide:HereweseetheMichelintyreatitsbest-inamuscular,aggressive,powerfulstancewithbrandleEeringprominentalongwithshiningbrakecalipersandsportsrims.Itsays;Performance!Style!Safety!
4CoreContentPillars
ProductTech:Visualproofof
superiorcomposiAion&
safety
Motorsport:HowthesepartnershipshelpMichlelin
designsafetyresforallcondiAons
Tips&tricks:OurTAarecarenthusiasts,
theywillsharegoodwillwhenwehelpthemdrivesmarter
ProductPromoAons
Contentpurposepyramid
Entertain
Inspire
StartconversaAon
Tips&tricks
ProvideproductinformaAon
Biweekly
Monthly
3XWeek
Weekly
2Xweek
ContentBudgetApproach• 50%ofbudgetshouldgotowardscontentcreaAon,with50%
reservedtopromotewhatgainsthemostengagementandputyourpaidmediabehindthat“bestof”content.
“Hollywood”budge/ngmodel:50%content50%distribu/on
FACEBOOKCOVERDESIGNRECOMMENDATION
YourFacebookcoverphotoisoneofthefirstthingspeoplewillseewhentheyvisityourFacebookpage,andthatisexactlywhyitissoimportanttomakethebestfirstimpressionpossible
Blue=Safety
• Blueisacool,calmingcolorthatshowscreaAvityandintelligence.ItisapopularcoloramonglargecorporaAons,hospitalsandairlines.Itisacolorofloyalty,strength,wisdomandtrust.
• Bluehasacalmingeffectonthepsyche.Blueisthecoloroftheskyandtheseaandisomenusedtorepresentthoseimages.Blueisacolorthatgenerallylooksgoodinalmostanyshadeandisapopularcoloramongmales.
WeeklyContest
• WerecommendaweeklycontesttosAmulatefanengagement.InreturnforansweringaquesAonabouttyresafetyonewinnerwillreceiveasmallgim.
• This‘storyseries’helpscreatedesAnaAonbuzzsimilartowhenTVshowswerebroadcastatthesameAmeeveryweek.
• WerecommendtorunonFridaymorningstocapturethebuildingexcitementassociatedwithweekenddriving.
TipsandTricksTemplate:OursmarterdrivingserieswillfeatureinformaAonabouthowtocareforyourcarstyres,theoverallperformanceandsafety,Also,howtohandlebadroadcondiAonslikerain,smokeanddrivingathighspeedsafely.
MichelinTotalPerformanceTemplateWedonothavemanyexamplesofthisinfographicstylebutrecommendeddevelopingmoretohelpsellthetechnologicalsuperiorityofMichelintyres
MichelinMotorsportTemplate:MichelinsinvolvementinmulAplemotorsportsisapowerfulproofpointforwhyMichelintyresarestresstestedunderthemostchallengingcondiAons
MichelinMotorsportTemplate:ThisisthetypeofimagethatcanbridgethegapbetweenaracecarandanaspiraAonalstreetcarthatourtargetaudiencedreamsaboutdriving.
Bibendumhasrelevanceasabrandiconwhichhumanizesthecompanyandisdesignedtoresembleatoweroftyres.Werecommendasemiregularpostthatalwaysconnectshimtothetyreasthehero,asshownhere
LebaranPromoAon• Peakroadtripperiod,highestmoAvaAonandawarenessofcartravel.Its
Michelin'sbestopportunitytodeployitssafetyposiAoningtodrivesales.• ForFacebookpromoAonwerecommenddoingaphotosharingcontest
whereFatherssubmitfamilyphotosandareasonforwhytheyare“Indonesia’sMichelinMan”
• Thewinnerwillbechosenbecauseofhiscommitmenttothesafetyofhisfamilyontheroadandhisenthusiasmforsmarterdriving.
• TherewardisatriptotheMichelinPilotExperienceinMalaysia.
ChatwiththeMichelinMan!
• ‘Chatbots’areexpectedtobecomeaprimarywayforcustomerstotalktobrands.TheyarenotcomplicatedtodesignandoperateandcanproviderelevantinformaAonconvenientlyonFacebook.
• VocaniccancreateaprogramthatwillhelptyreintendersfindtheirnearestdealershipacrossIndonesia.
• WeexpectbigPRvalueforMichelininbeingfirsttoofferachatbotinIndonesia.
ContentCalendarToplineJune July Aug Sept Oct Nov Dec
Frequency
Weekly TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest TriviaContest
Weekly DriveSmarterTips
DriveSmarterTips
DriveSmarterTips
DriveSmarterTips
DriveSmarterTips
DriveSmarterTips
DriveSmarterTips
Bi-Weekly Motorsport Motorsport Motorsport Motorsport Motorsport Motorsport Motorsport
Biweekly Bibendum Bibendum Bibendum Bibendum Bibendum Bibendum Bibendum
Campaign LebaranDriveSafety
LebaranDriveSafety
ProductPromoAon
TBD TBD TBD TBD TBD TBD TBD
TeamMichelinOrgChart
LidyaAdhaAccountLead
30%FTEExp:BMW,Total
AchmadImansayahContentDesigner
35%FTEExp:BMW,Total,Benz,GarnierMen,AirAsia
FarahditaLubisCopywriter25%FTE
Exp;BMW,Total
ScopeofWork:July-Dec2016Accoun
tManagem
ent • Direct
weekdayClientServiceDirectoraccess&response
• MonthlybillingandthirdpartycoordinaAon
• DailyworkflowQA
• Weeklyconcallasneeded
Conten
tDevelop
men
t
• DesignofFacebookCoverImageonceperquarter
• Facebookbiweeklycontentcalendar
• Design&execuAonofLebaransafetycampaigninc.FBcoverimage
• FacebookpostcreaAonanddistribuAon3xperweek(Mon/Weds/Fri)
• 2changerequestspercontentsubmission
Delivery&AnalyAcs • Weekly
snapshotofkeymetrics-likes,shares,commentsandmessages
• MonthlyPowerpointreportwithanalysisofMOMperformance
Lidya Iman Dita
RoleofSocialTouchPointsMassreach,videocontests,datacollecAon,
parentdemoskewshigh
Qualitycopy,makeastatement,realAmecommunicaAon&conversaAon
Highqualityimagery,emoAve,behindthescenes,inspiraAonalquotes,youngdemo
SAckerskeycurrency,excellentphotosharingplayorm,veryyoungdemo
Firstmoveradvantage,resourceintensive,highrisk/highreward,wherethecoolkidsareheaded
GeneralTopicsHowtostopthieveshEps://www.youtube.com/watch?v=hajJLn5S1nsWhichfuelcleanersarebestforyourcarhEps://www.youtube.com/watch?v=gg9ppeUMpK4Isyourgasmileagesuffering?hEps://www.youtube.com/watch?v=YoBGdBPmwYw�HowtoBreakInANewEngine� �hEps://www.youtube.com/watch?v=FlyZc3TL6N8HowToGetGoodGasMileage� hEps://www.youtube.com/watch?v=V3Wp_fEl5rE
TyreSustenanceTipsHowToReadTireSizesandSpecificaAons?hEps://www.youtube.com/watch?v=S-dXgM-csxc
HowtotellifyourtyresneedreplacinghEps://www.youtube.com/watch?v=6PM3M6lWGHMKnowyourcorrectArepressurehEps://www.youtube.com/watch?v=4dr-iozvaO0HowToReadTireSizes-UnderstandingTireCodesandRaAngshEps://www.youtube.com/watch?v=oS2XKHhfvmsHowdoIknowmyAresarebad?hEps://www.youtube.com/watch?v=Yqi-Z2sYRts
AvoidingRiskDrivingTipsHowtohandleatyreblowouthEps://www.youtube.com/watch?v=k5kq101nYSUWhattodoIfyouhydroplane�hEps://www.youtube.com/watch?v=TdwumIUwYYAvoidDistractedDrivinghEps://www.youtube.com/watch?v=95ZlwDrp0RoAvoidFallingAsleepBehindtheWheelhEps://www.youtube.com/watch?v=cwpl9dRwKOgHowToDriveSafelyInTheRainhEps://www.youtube.com/watch?v=MOyA-fNTNq8
ProDrivingTipsSecretsofDrivingLikeaProhEps://www.youtube.com/watch?v=6PT_iQHJXisHowtoDriveFastandSafehEps://www.youtube.com/watch?v=sraLPTqADDwAdvancedDrivingTechniques:TheFastLanehEps://www.youtube.com/watch?v=9PQ6oKidE20�Advancedsteeringtechniques� hEps://www.youtube.com/watch?v=dsRVa-1dIkoAdvancedDrivingTechniques:LateBrakinghEps://www.youtube.com/watch?v=unL7MAiXdXM
MichelinProductVideosDayinthelifeofaMichelinTyre
hEps://www.youtube.com/watch?v=bnG4KHa0DgAMichelinPilotSportA/S3-BehindTheTirehEps://www.youtube.com/watch?v=UzHgvyNao5wMichelinPilotSport3dry&wethandlingandwetbrakinghEps://www.youtube.com/watch?v=fNU72rA7JZc
Roleoftyres• aAreplaysthreeveryimportantroles:carrythevehicle’sweight,transferbrakinganddrivingtorquetotheroadandguidethevehicle.
• Cushionthecarprovidingamorecomfortableride
• SupporttheenArevehicleweight• DeveloptracAonfordrivingandsteeringunderawidevarietyofroadcondiAons
• HelpabsorbthemassiveforcesevenasmallcargeneratesduringacceleraAon,braking,andcornering,allowingforamorestableride
Sidewalls
• TiresidewallshelpabsorbshocksandimpactsfromroadirregulariAes.Theyalsoserveasastructuralelementforthecordplies,addingoverallstrength.TherubberomencontainsanAoxidants.ThesearereleasedoverthelifeoftheAreandkeepthesidewallsuppleaswellasinhibitdamagefromultravioletlight.ThesidewallalsocontainsallthenecessaryAreinformaAonincludingmaximumpressure,speedraAngandsize
Cordplies
• Thesearenylon,polyesterorrayonfibersservingasthefoundaAonoftheAre.ThefibersareembeddedintherubberandprovidethestructureneededbytheAretocarryaload.Passengercarsusuallyhavetwoplies,whileatruckArecouldhaveasmanyassixtoeight.PliesarelaidoutinspecificdesignsbasedontheAresproposeduse,butmostdriverswillseethestableradial-plydesign
Tirebelts
• Usuallysteel(hencethe"steel-beltedradial"heardsoomeninAreads),thesebeltsaddstrengthandstructuralintegritytoaAre.Specifically,theyrestrictplymovementandkeeptheArefromdeformingasitdealswiththephysicalforcesinflictedbythecar'smovement.
Tiretread
• ThiscanbeoneofmostcomplexelementsoftheAre.Treadsaremadeofseveraldifferenttypesofrubberbalancingoutwearresistancewithgrip,enoughflexibilitytoshedwaterwithoutdeformingtheAre,butitmustgiveenoughtorolloversmallerobstrucAonswithouttransmi�ngthatfeelingtothedriver.ItmustalsofitthedrivingcondiAons--aracecardriverwouldn'tuseadaily-driverAre,andacommuterwouldn'tuseracingslicks.