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Tour De France Hero Slide How to Build a Brand by Revolutionising an Industry

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Tour De France Hero Slide How to Build a Brand by Revolutionising an Industry Tour de France hero slide How to build a brand by revolutionising an industry Growth over ten years 2015 2005 +31k Number of employees +8k Revenue (USD) 2.8bn 7.5bn Number of countries +30 +58 Challenge #1 How do we get cycling fans to care about a B2B tech brand? Why creating a compelling fan experience is important 72% 73% 4 in 5 3 in 4 of fans say its fans access sports fans have posted to of fans use important to access content on their social media while mobile devices in sporting content smartphone while watching live sports the stadium whenever they want watching sports on tv Fans are The amount of time people spend 2x 75% 30% watching sports have watched a of fans stream “interview” videos more likely to share replay on their games to their has risen photos from the phone while at phones or tablets stadium than from the venue the home +60% The start of A.S.O.’s journey of innovation… letourdataletourdata Following @letourdata@letourdata Riders slow down by roughly 20km/h when picking up musette bags during the feed zone. #TDFdata #TDF2015 Phil Liggett @PhilLiggett Phil Liggett used this tweet Live speed data on in his commentary during a television for the live broadcast 2015 first time in cycling history Richer commentary RETWEETS FAVOURITES information for television 1,037 403 broadcasters and commentators 2015 Data created conversation Recorded top speed on descent as: letourdata Mark Cavendish letourdata@letourdata Following @MarkCavendish 93.38 km/h @letourdata Speed was Michal Kwiatkowski The crash in data – from within @michalkwiatkowski Always a little bit pleasing to see (Valverde) @DimensionData truck. Average doubted until the other side of 100kph... speed during fall was 42.03 km/h. @MarkCavendish 102,2km/h This was following @michalkwiatek #TDFdata #TDF2015 other riders down Tourmalet 31,801 engagements tweeted their = doubled followers on @letourdata own speeds... which were higher... RETWEETS FAVOURITES 1,037 403 Dimension Data @letourdefrance Using data to track the At the end of a long day in the saddle, The stories it’s all in the strategy, power, energy, Dimension Data impact of weather experience, and timing to see who has @letourdefrance conditions on the race behind the what it takes. letourdata letourdata sprint finishes… @letourdata @letourdata Acceleration heat-map from yesterday’s The 187 riders will have to contend with wind sprint finish. Kittel went faster… but too early. again today – gust of up to 60km/h #TDFdata #TDF2016 #TDFdata #TDF2016 2016 … and the stories behind Dimension Data the biggest climbs letourdata @letourdefrance @letourdata Broadcasters request custom data Froome’s final descent: Average speed: Dimension Data and insights for TV and social media @letourdefrance 62.5km/h. TOP SPEED: 90.9km/h! #TDFdata #TDF2016 Telemetry data and @letourdata tweets appear on TV broadcasts (Eurosport) Dimension Data @letourdefrance Rien vs Machine – Week 1 Prediction Final Result Prediction Final Result Tony Martin Stage 1 Primoz Roglic 65th Place 4th Place (picked 2 of top 5) Marcel Kittel Stage 2 Marcel Kittel 1st Place 1st Place (picked 4 of top 5) Peter Sagan Stage 3 Greg Van Avermaet 4th Place 1st Place (picked 3 of top 5) Marcel Kittel Stage 4 Mark Cavendish 186th Place 13th Place (picked 3 of top 5) Chris Froome Stage 5 Romain Bardet 5th Place 3rd Place Using data to (picked 4 of top 5) Marcel Kittel Stage 6 Sonny Colbrelli 84th Place 1st Place predict likely (picked 4 of top 5) Marcel Kittel Stage 7 Arnaud Demare 11th Place (picked 2 of top 5, all 5 predictions in the first 1st Place outcomes 11 places) Steve Cummings Stage 8 Serge Pauwels 40th Place (0 out of 5 – Predictions lined up with experts, 179th Place but very complex stage) Chris Froome Stage 9 Alberto Contador 20th Place 3rd Place (picked 2 of top 5) Rien 2 – Machine 7 2017 Dimension Data Dimension Data Dimension Data Introducing animations @letourdefrance @letourdefrance @letourdefrance that drove deeper insight into the race 2018 Taking data analytics to the broadcast Challenge #2 How do we get CIOs of large enterprises to see the TDF story as relevant to them? Engaging fans in the post digital era Engaging customers in the post digital era How we help the Tour de France transform We partner with organizations globally to shape and achieve outcomes through intelligent technology solutions. For us, intelligent means data driven, connected, digital, and secure. Disrupt and transform your future with Intelligent Innovation Managed Services Support Support Services Technical and Technical Accelerate business Empower and connect your Drive business agility Predict, detect, and respond transformation with workforce with an with with Intelligent Business Intelligent Workplace Intelligent Infrastructure Intelligent Cybersecurity secure by design secure by design secure by design secure by design Consulting Consulting Services ICT Infrastructure Services CEC truck Challenge #3 How do we get employees to stay engaged in the long run? Crowdsourcing innovation Together we do great things Challenge #4 How do we demonstrate that we made an impact beyond AEVs? More people recognise our brand +13% in prompted awareness among prospects (40%) Our brand ranked within the top 25% of technology brands recalled Tour de France specifically contributed a high volume of positive sentiment to the brand Digitisation Notable increase in Prospects see our brand is the top technology prompted awareness as a credible player trend that clients levels for in IoT (73% agreed) associate with our brand cloud and security: and enterprise +13% and +19% applications respectively (71% agreed) compared to 2015 Data Analytics, Big Data, IoT and Cloud most associated with Tour de France activation Tour de France drives credibility for our brand relating to technologies CIOs care most about SOURCE: IDG – 2019 State of the CIO Executive Summary Connected Conservation Big stories The future belongs to the brave .
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