Professional Documents
Culture Documents
Tesla Deck
Tesla Deck
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Our AUDIENCE TAKEAWAY: persuade people that Tesla will
pioneer the global community into a better future
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Current Climate
Introduced the Model Y Installed the world’s Posted tweets teasing false Series of crashes related to
SUV in March biggest grid-scale battery corporate shifts
the ‘autopilot’ function,
in South Australia in 2017
which still requires drivers
Released a cheaper Model Publicly declared
to keep their hands on the
3 in March Provided 700 solar panels inaccurate annual
to a children’s hospital in production estimates wheel
Puerto Rico after Hurricane
Maria
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The Insight
Tesla is producing the cars of tomorrow, today.
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Our Who
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Current and Prospective Talent
Generally male millennials who value a sense of meaning in work and bear high stress of work.
Tech Workforce
34 Years Old
At top tech companies
68% 32%
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Investor
Despite fluctuations in value, Tesla’s stock price has multiplied by more than 14 times since IPO in
2010, as investors cares about Tesla’s electric-vehicle, solar energy and battery-storage businesses
which tick off the big sustainability theme that goes beyond financial sheets.
Retail investors
7 7
Tech Public
Tesla currently focuses on 50% of the tech public -Innovators, Early Adopter, Early
Majority groups- in its owned social media channel, who values innovation more and
has a higher percentage of KOLs that are socially followed by later adopters.
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Social Listening
Talent Investor Tech Public
Conversation Conversation Conversation
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The Strategy
Reinvigorate the future buyers, makers, and admirers.
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Who’s Going to be Talking About Us
YouTubers Top-Tier
Instagram
Consumer
Twitter Auto
Traders
Tech
Traders
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Creative Platform
“
Charged by the Future
Imagine a world without innovation. No Edison, Newton, Disney,
Einstein, Dickinson, or Jobs. Imagination and creativity would be replaced
with stagnation and complacency. At the time, these forward-thinkers
were considered rebels -- straying away from tradition and leaning
towards a new way of thinking that was ahead of their time.
Changing the world isn’t always pretty. To reshape the future, you have
to be willing to challenge the status quo, to do things that no one has
ever done and risk the doubt and skepticism that comes with the path
less traveled.
Tesla has already revolutionized the way we travel. We’ve broken the
mold, but we aren’t going to settle for our own status quo. We are
constantly driven by what lies ahead, excited about the ways we can
reshape the world.
Tesla’s going to amp it up a bit. It’s time to bring together the largest and
brightest tech minds and organizations to address how technology can
tackle some of the world’s most pressing issues, things that no one else is
addressing.
Tesla has big dreams, and they’re making strides toward the future
already. What could happen if they called on the other big dreamers of
the world to join them in changing the world?
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Bringing in the Experts
Influential Women in the Influential Tesla Opinion
Tech Review on Youtube
Tech Space Leaders
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Owned Social Content
#TTeamWinter2020
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Extending the Media Story
Innovators Assemble
Think Tank
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Phase 2
“
Space in Space
Before GPS and Google Maps, world travelers would use the constellations to
guide themselves through unknown places. Even in the midst of utter darkness,
travelers could look to the stars for guidance and direction.
Using a key insight from our analysis of current talent, we found that while
employees at Tesla felt meaningfulness in their work, they also felt their work
environment to be stressful. To improve from this insight, Tesla will gift star
constellations to different teams amongst the company. We envision this
activation serving as an internal moral boost -- targeting both current and
prospective talent.
By partnering with Google Sky and other star-gazing apps, Tesla will create
space in space. Tesla isn’t limited to cars and the roads. With eyes set on the
future, Tesla aims to pioneer the public to the stars with hopes that they will
one day visit the constellations that they were gifted.
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Owned Social Content
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Phase 3
“
Planet Earth - Tomorrow
Planet Earth is one of the most popular documentary series ever
created. It focuses on how humans and the natural world interact,
and what the future of our world may look like.
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Phase 4
“
Fly With Tesla
People have seen on a screen what the future could look
like, now we want them to experience it as if it was today.
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Tesla Installation Prelaunch
James,
Click Here
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Ongoing Social Content
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Ongoing Social Content
For those who didn’t attend SXSW, we will
create a branded AR Snapchat filter that “Fly with Tesla” posts will include a
mimics the experience of the actual ride. It timelapse video of the experience start to
will be available for people to use during finish.
the conference.
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Earned Media Launch
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Post Launch Headlines
“Tesla plans unveil their “Elon Musk Reveal Their “Video: I got to drive
documentary series — Vision For The Future through Elon Musk’s vision
Planet Earth Tomorrow” Through AR At SXSW” for the future”
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Phase 5
“
Energizing New Markets
Based upon an insight from our analytics team, there are
some markets in the U.S. where Tesla and its
technologies are sparse. In order to introduce Tesla’s
mission to pioneer the world with sustainable energy to a
brighter future, Tesla will partner with the American
Council on Renewable Energy (ACORE) to supply solar
panels to local police departments, schools, courthouses,
and other government buildings in Marfa, Texas.
Currently, Texas consumes the most energy per capita in
the US.
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Owned Social Content
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Extending the Media Story
Spokeswoman Energy/Environment Local News Targets Top-Tier/Consumer
Targets Targets
Alex Hobson
VP of Communication,
ACORE
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Post Activation Headlines
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Moving Forward
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Evaluating Our Performance
KPIs Metrics
Measure shifts in how target audiences Employee surveys results, social user
Affection think about Tesla’s campaign comment sentiment, Rotten Tomatoes +
critics/audience score, time on site
Measure the desire to share news and Positive sentiment social media
Advocacy discuss Tesla’s innovations within mentions, e.g. posts/shares/retweets
individual networks
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2020 Timeline
January | March | June
Demonstrate how Tesla is Reignite the passion behind Create excitement about the Spark the conversation Generate social buzz and
pioneering the global Tesla with an internal moral ways Tesla can about where company is coverage
community into a better boost -- targeting both reshape the world moving in the future and the
future current and prospective importance of thinking ahead
talent in order to make the world a
better place
Bring together the brightest Gift star constellations to Sponsor a Planet Earth Build a track for Tesla cars fit Partnership with American
Tactics
tech minds to address how different teams amongst the mini-series detailing what with AR windows and Council on Renewable
technology can tackle some company future life could look like certified drivers to give Energy
of the world’s most pressing with Tesla technology and participants an opportunity
issues innovation to drive the innovations
implemented by Tesla
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Catalyst for Change
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Thank You!
Any Questions ?
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