We are passionate about making the web a better place
Automattic is the parent company of brands including WordPress.com, WooCommerce, WordPress VIP, Tumblr, Jetpack, Pocket Casts, Day One and Beeper.
Our goal is to democratize publishing, e-commerce and instant messaging. Our work is based on the open-source philosophy and the vast majority of our work is available under the GPL license.
We operate entirely remotely, with 1,954 employees in 95 countries. Matt Mullenweg is the founder and CEO of Automattic and co-founder of the WordPress.1 open-source project.
WordPress.com is the hosted version of the open-source WordPress software. At WordPress.com, anyone can build a website, get a domain, and enjoy quality hosting, advanced security and speed options, and expert support.
Strengthening relationships with the Spanish media
The media relations strategy was focused on the USA and English-speaking countries until two years ago, when Automattic began working with Spanish media and some LATAM countries.
All of the communications initiatives have been organic, with WordPress.com as their primary brand.
From the start, Automattic has attracted the attention of several media outlets: its acquisitions Day One, Pocket Cast or the Spanish startup Frontity. Tumblr has always been a brand that has attracted the interest of the Spanish press ….
In 2022, we started to actively engage with Spanish media such as Europa Press, Xataka, Genbeta and Hipertextual.
2023 was significant for our growth in Spanish PR. We increased pitches, became more proactive with the media and strengthened some media relationships. Xataka presented Matt Mullenweg with the Xataka Legend 2023 award.
Building brand trust in the Spanish market
Challenge 1
To make WordPress.com a robust and differential brand in the Spanish market.
Challenge 2
To increase brand knowledge, awareness and reputation, carefully defining the strategic levers.
Challenge 3
To define of the Spanish brand's narrative and the different messages for the communication of its brand values.
Challenge 4
To create the pillars of a stable relationship with the Spanish media, meeting our spokespeople and maintaining an active and continuous communication.
Conclusions Atrevia Whitepaper about B2B tech sector:
- Just as there is concentration in the business sector, concentration is occurring among B2B technology media.
- Investment in media is becoming a necessary way to accompany newspapers and provide them with a certain possibility of survival.
- Transparent and quality relationship with journalists.
- Media are now more than just transmitters of current affairs; they are marketing companies.
- Focus on quality content rather than quantity of content.
- Relational part is a priority in the relationship with the media.
WordPress.com analysis
WordPress.com is presented to the market as a complete solution for growing your digital audience and therefore your business. And they are doing it through a differential identity that is based on creativity and inspiring images.
His tone of voice is fresh, friendly and approachable.
WordPress.com doesn’t have a local approach to the Spanish market beyond the website. It has no local social media profiles, just a few Spanish posts and videos on FB and Youtube.
WordPress has a huge amount of content, but much of it is American. It has only been translated into Spanish.
WordPress offers tutorials, guides, webinars and lots of resources (such as a place to create your own logo), but only a few of these are available in Spanish.
The think is not the language, is just that they are not speaking directly to the Spanish market and people would feel that they are not committed locally.
Likewise, we did not find any advertisements or paid content in the Spanish environment.
The media presence is mainly in IT blogs and publication, that, during the last year, are talking about the cybersecurity risks of the platform, tips to use it to create a website or blogs, Xataka Leyenda 2023 Award and the incursion of the IA.
Ionos analysis
Ionos does not present a single brand concept but works on several messages from the benefit of its services.
In some cases you will see claims such as: «Your digital solution», but this seem to be just the name of a local campain
In other countries the use “Ionos, webs, hosting, domains… You own this!
All messages based on services and none on benefits.
The Spanish website is sales-oriented with direct messages and CTAs distributed throughout the site with specific sections for professional audiences
Its social ecosystem is huge, as it is present on the main platforms, including Tiktok. Instagram and Youtube are local chanels and their communities are still small. But the rest of the social profiles are global, with a really large number of followers.
Ionos invest in both ATL and BTL campaigns with direct response ads.
The media coverage is more focused on corporate topics, so coverage in general and financial media is more often in this case. Nevertheless, no much coverage has been found in the last year.
Arsys analysis
Arsys offers integrated IT infrastructure solutions and presents itself to the market as a highly professional service, committed to quality and also to environmental and social impact.
The reputation of the IONOS Group helps Arsys to guarantee global coverage, although they are keen to emphasise that they are European and therefore understand specific local needs.
Its main message is proximity: «Technology close by» or «We are close by».
Arsys builds its reputation on content that helps professionals meet the challenges presented by technology.
They have the Tech Academy: a guide to the most important issues in the technology sector and the leading experts in each field.
They also provide, courses, webinars, in short, a lot of content to show that they are really close to the pros of different levels.
But despite their best efforts, most of the content has very few views/interactions. So it seems that they are not promoting this content.
They also have a paid presence in the media, on comparison sites, in blogs, etc.
Its presence in media is bigger, mainly in IT media thanks to the announcement of its agreement with Sopra Steria, the Spanish Government investment for a cloud computing project with Telefónica and Open Nebula, new certifications for its data center in Logroño, new VPS servers, IPCEI-CIS project, etc.
Siteground analysis
Siteground works with a close positioning. However, there is no clear or differentiating messages.
In some cases (social networks), they talk about the benefits of what they offer as a brand promise: Turn your dream into a successful online business. Although it is not a global message or claim.
It devotes some space on its website to talking about the company and its values, but it is not very developed and difficult to find. Internal talent is its greatest asset
SiteGround offers much content related to online business via the Internet and social networks.
You can find tutorials, ebooks, guides, free webinars, plugins for wordpress, etc. Offers much content related to online business via the Internet and social networks. Much of this content is mirrored from international profiles and not for local strategies.
Their digital content has little impact, so it seems that apart from a paid presence in trade media, we found no significant advertising for SiteGround.
No much media coverage has been found in the last year. It is considered as one of the best hosting services by some top IT media such as Xataka.
WordPress, for each one
Understanding our audiences, their needs and concerns will be key to the achievement of our goals.
We distinguish two types of audiences that we should address
Freelancers & Agencies
Small and Medium-size enterprises
Spanish Journalists of different media
Relevant people in the technological market
Customers
They are users of WordPress with specific needs due to their businesses and concerns:
One of their key matters, together with the work for their current clients, is to find new customers for the business.
To stand out from the competition, they need to be recognized, especially online, and to be known for their differentiated value.
In such a competitive sector, it is very important for them to keep abreast of the latest technological developments in the industry.
Speakers
Our key stakeholders to help us positioning our brand and solutions in the mind of our clients and potential clients:
They need content with a high level of interest for their readers and followers. Quality is today one of the most important things in communication due the the current situation in media.
Some kind of exclusivity is a must with media and KOLs. In the Internet era, where everyone have access to all the information, to have a good information and to be the first publishing it, is key for the media. They do not want massive content.
We need to reinforce our relationships with our key stakeholders in media. It is the way to get an advantage and become a reference for them. To be close to them and help them with any information they need, will help us to position in the top of mind.
Conclusions
Competitor brands are positioned very differently. Some with a simple and understandable tone for all audiences, others with a more specialised and technical one. Some based on their services, others on their profits. Some focus on image, others on sales. But none of them put the consumer at the centre.
Therefore, we must not forget the needs of our audiences. If we focus on the concerns of our audiences, we see that the audiences who use it have three common concerns: to get customers, to have a digital presence and brand recognition, and to stay up to date. On the other hand, our media stakeholders want high quality, exclusive content and a good relationship with brands.
In terms of media presence, all the brands analysed have more coverage in IT publications, but the presence of WordPress is lower than that of Arsys or Ionos, which already have a low media impact in the general and financial press thanks to the corporate themes they have launched.
Our approach rests on two main axes
Communication of the positioning from a differentiating perspective, aligned with WordPress.com value proposition and the Spanish market and target audience.
Implementing a communication strategy that guarantees the coherence of the messages, where each lever has its specific role and can be adapted to the results obtained.
Manifesto
WordPress is the most used and recognized open source for making websites.
42.7% of the world’s websites and 62.5% of CMSs are built with it.
14.7% of the world’s top sites use it.
And it has clients such as TED, CNN, Disney and Spotify.
But this is not for the sake of it, of course.
Manifesto
WordPress.com is a hosted version of the open-source WordPress software. Easy to use, customizable, with external support and fast, efficient and secure accommodation.
There is no one who gives more.
And it’s not to brag, but when it comes to website building tools, the first thing that comes to mind is WordPress.
Manifesto
And since we are going to talk about websites,
we are going to do it with the language of websites. Describing our benefits in a way that attracts attention and that they direct to the page where we can explain.
We are going to communicate under a very forceful concept and in a very digital way:
la-web-de-las-webs WordPress.com/
the-site-of-websites
Conclusions
con-todo-incluido/menos-el-desayuno/
sorry WordPress.com/hosting/
all-included/except-breakfast/
sorry
como-montar-en-bici/
eléctrica WordPress.com/easy/
like-riding-a-bicycle/
an-electric-one
lo-difícil-es-montar-el-negocio/
no-montar-la-web WordPress.com/easy/
because-running-a-business-is
-already-hard-enough/
building-your-website-shouldn’t
cortafuegos-contra-cortarrollos WordPress.com/safety/
a-firewall-so-you-don’t-play-with-fire
para-plusmarquistas-en-los-100Mbps WordPress.com/fast/
for-record-holders-in-100Mbps
de-persona-a-persona/
no-de-persona-a-chatbot WordPress.com/support/
person-to-person/
not-person-to-chatbot
el-mejor-local-para-tu-negocio/
perdón/portal WordPress.com/shop/
the-best-space-for-your-store/
sorry/your-ecommerce
ponte-el-nombre-que-quieras/
si-no-está-pillado/claro WordPress.com/domain/
choose-the-name-you-want/
as-long-as-it-isn’t-chosen/duh
con-ancho-de-banda-ilimitado/
para-quedarte-tan-ancho WordPress.com/hosting/
with-unlimited-bandwith-to-fit
-your-entire-band
para-very-important-páginas WordPress.com/VIP/
for-very-important-pages
es-como-un-trastero-infinito-que-crece/
es-flexible/con-planes-a-medida/
que-quieres-meter-66-millones-de-datos/
pues-los-metes/igual-que-en-este-link/
que-metemos-las-palabras-que-queremos WordPress.com/storage/
like-an-unlimited-storage-unit/
that-grows-with-you/with-personalized-plans/
more-and-more-space/
anytime-you-need-it/just-like-this-link/
that-just-keeps-getting-longer
WordPress.com/is-everything
This territory allows us to exploit it in different media and through different segmented messages.
It should be transferred to the overall communication strategy, giving it a continuous path to build on..
Measurement & KPIs
Earned media - Strategy
We will work within the following pillars supporting the company’s strategic plan.
Earned media - Strategy
#01
Opportunities plan
Detection of trends and creation of approaches, contents and actions for the different territories, which will help to build a consistent communication for Worpress.com.
#02
Relational plan
Identification of the spokespersons for each area of the company, their positioning and the appropriate level of relationship with journalists and other environments of interest.
Earned media – Opportunities plan
Earned media – Opportunities plan
Earned media – Opportunities plan
| Executive | Message | Project claims | Channel | Action |
|---|---|---|---|---|
| General Manager | “The Web of webs”. | *WordPress.com/the-site-of-websites | General media, economic press, Tech Tier 1, SMOs top media | Interviews, opinion articles, big launchings and press conferences |
| Development Manager | “There is no one who gives you more”. | *WordPress.com/hosting/all-included/except-breakfast/sorry | Economic press, SMOs and business media, Tech media | Interviews, industry reports, launchings, and product novelties |
| HR Manager | “Peer to peer”. | *WordPress.com/support/person-to-person/not-person-to-chatbot | HR top media, economic press, tech Tier 1 | Interviews, articles and industry reports |
“Wordpress.com, the platform to digitalize your business”.
“New web development manager for entrepreneurs with WordPress.com”.
“How to evolve your business with the best web platform. WordPress.com is here to help you”.
Earned media – Relational plan
WITH TOP TIER MEDIA
Earned media – Relational plan
WITH TOP TIER MEDIA
Earned media – Relational plan
WITH OTHER ENVIRONMENTS
Search for opportunities of interest to Worpress.com.
Information to assess your interest and participation requirements.
Inclusion in the calendar to alert Worpress.com and facilitate participation.
Continuous search for opportunities to present candidacies and support in their management.
Alert of opportunities for attendance and participation in conferences and meetings to generate networking.
Opportunity to participate in relational events organized by ATREVIA in Spain.
Earned media – Relational plan
WITH OTHER ENVIRONMENTS
Earned media – Creativity
WITH OTHER ENVIRONMENTS
WORDPRESS MEDIA TEAM
1. Objective: reinforce our engagement with our key media in Spain
2. Action: we will create a club for our journalist where we will be sharing with them tips, novelties, trainings on WordPress, invitations to forums, etc.
3. In person: we will have 1 or 2 meetings during the year with them to share our news and our strategy for the months ahead.
4. Results: we expect to have some impacts during the year with the contents we will share with these journalists.
WORDPRESS HEAT MAP IN SPAIN
1. Objective: to be perceived as a reference in the web development industry.
2. Action: to develop a heat map to share information on where it is more used WordPress, who are the great users of the platform and the industries closer to it.
3. In person: we will show this map and the global results with the media in a press conference.
4. Results: impacts about this content in our key top media (tech, economic, general and trade).
Paid media – Media plan
Two ways to impact with paid media
Branded Content
We propose the creation of branded content to be published in media specialised in marketing, advertising and communication to influence the agency audience, and also in other media such as to influence the entrepreneurs and small and medium enterprises..
Sponshorship and events
It will also be very interesting to participate in events promoted by media such as Axel Springer or E-Forum, which is dedicated to entrepreneurs. It will be very useful to be at the forefront of our audience’s minds.
Integrated measurement model
Measuring the effort required to achieve objectives is essential.
- We define a series of macro and micro KPIs, as well as the associated quantitative, qualitative and relational indicators for each stage of the funnel.
- We identify the sources of data needed to monitor the indicators: owned, paid and earned media.
- We systematize measurement and visualization through dashboards previously defined by roles/users/actionability.
Quantitative KPIs
Relational KPIs
Specialty-based, results-driven model
SPECIALISED TEAM
Team composed of profiles specialized in the sector and in each of the areas of the project (Creativity, PR, Media Buying, Digital Strategy, Data & Analytics).
INTEGRATED MANAGEMENT
Through the project manager profile we will channel the day-to-day dialogue, except when direct contact with the specialists in each area is necessary.
PLANNING AND FOLLOW-UP
Through weekly follow-up meetings and task management software to control priorities and dedication.
OBJECTIVES TRACKING
Daily, weekly and monthly monitoring of results. Preparation of monitoring reports and dashboards with real-time data.
Ongoing management
Project Manager
Comms consultant with more tan 15 years of experience
Senior comms consultant
With more than 7 years of experience developing strategies for tech and consumer companies
Comms consultant
With more then 3 years of experience working with media and creating contents for companies
Thank you
