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Social Media as the new glue for integrated campaigns
1. Introduction :
Industry recognition of Intel Social Media Leadership
• Highest Social Media Scores of >150 companies evaluated
– Marketing Leadership Council, Nov 09
• #10 in Top 10 Brands Measured by Depth of Customer
Engagement Level
– Source: The Altimeter Group, 20 June 09 Link
• 2009 100 Most Social Brands, #49 (from #76 in ‘08)
– Source: Virtue, Jan 2010 Link
• Top 10 Fortune 500 Companies Doing Social Media Right
– Source: ZDNet.com, 28 Sep 09 Link
• Top 50 Social Brands #50
– Social Radar, Jan 2010 Link
• #3 most connected Wed brand (measured by presence and
consumer engagement across all social media channels)
– Source: Brand Republic, 28 Oct 09 Link
• #6 in Top Brands Using Social Media, the only brand with
social mentions trending positively
– Source: ReadWriteWeb, 13 Oct 09 Link
• #76 in Top 100 Brands Engaging in Social Media
– Source: Virtue.com, Jan 09 Link
• Intel makes list of 50 most mentioned brands on Twitter
– Source: Mashable, 30 Oct 09 Link
• IDC Report Features Intel for Social Media Best Practices
– IDC, Best Practices for Social Media, 2009
• Intel Social Media Training
– Harvard Business Review, 2010 link
5. ―A brand is no longer what we tell the
consumer, it is what consumers tell
each other it is.‖
quote from SCOTT COOK, FOUNDER INTUIT AND P&G BOARD MEMBER
6.
7.
8. Marketing 101: The purchase funnel:
Intel marketing tools we use to pull customers thru to purchase.
DIRECT DIRECT
PR, print, outdoor, events TV
OPINION FORMING PR eMarketing
IIP
buzz advertising
programs advertising
online initiatives
blogs content
online portals syndication
social media SEM
RESEARCH viral
OEM.com
search
Web
intel.com
Shopping
SHOPPING assistant online
“Where to programs
Buy” JMP
PURCHASE RETAIL / CHANNEL
sales
9. ~50% Tools are missing in most markets
TV and large Out of home not available. Heavy reliance on Retail.
OPINION FORMING PR eMarketing
IIP
buzz advertising
programs
blogs content
syndication
SEM
RESEARCH OEM.com
On
Domain
Web
JMP
SHOPPING online
programs
PURCHASE RETAIL / CHANNEL
This represents the reality of
most marketing activities in
various APAC countries.
eMarketing is the one set of
14. First…a little bit about I
―…deep inside this place, miracles are baking.
Magic is roaming untethered.
And a group of people — people very much unlike
you and me — are forging our tomorrow‘s NEW
NORMAL…‖
15. …And the world at large has…
―ABSOLUTELY. NO. FREAKING.
IDEA.‖
16. …isn‘t it time to convey that this company
is not just a microprocessor company…
17. this company is a …
move-society-forward-
by-quantum-leaps
company.
54. Intel® Social Activation Strategy
G R O W
Grass Roots Results Operationlize Widespread
Led by passionate early
adopters & pioneers Pilots Established ROIs Scalability
Effort not always tied to Risk assessment Setting governance & Marketing integration
strategy or ROI guidelines
Results Executive commitment
Limited barrier to entry Enabling & infrastructure
Learning from failing and Insights
Limited understanding by retrying Deploying training and
external stakeholders communication plans Optimization
Often tool-based (e.g. blogs,
Unique skill set properties) Metrics & tracking Consolidation
Enterprise platforms Centralization and sharing
BKM
2010 2011 - 2012
2005-2009
Focus and Opportunity
55. Strategic Imperatives
1. Take the training and follow the guidelines. Ensure your agencies
know, understand and follow the guidelines.
2. Plan to be resourced and be prepared to nourish and sustain
engagements once you have created them.
3. Fish where the fish are - find your audience and go TO them.
Understand what works best in your market.
4. Learn from others and drive innovation through creativity. See our
case studies and share your activities.
5. Leverage PR and paid media for breadth and scale.
6. Measure what matters and take action - use different tools for
different purposes.
59. With Social Media we must:
Have fun with
it
Be creative.
Stay on
Brand.
60. …but most of all,
WE NEED TO BE
‗SOCIABLE‘
and …not anti social.
61. Here is what we tell our
employees…
• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It‘s a conversation.
• Are you adding value?
• Your Responsibility.
• Create some excitement.
• Be a Leader.
• Did you screw up?
• If it gives you pause, pause.
•LINK TO GUIDELINES
62.
63. …make
sure
your
teams
are
trained.
http://www.youtube.com/wat
ch?v=6IPVfBz5FqE
64. Special guest: Don says…
“If you don’t like what’s being
said, change the conversation.”
66. Example:
How to Change People Without Giving Offense or Arousing Resentment*
• Begin with praise and honest appreciation.
• Talk about your own mistakes first.
• Call attention to other people's mistakes indirectly.
• Ask questions instead of directly giving orders.
• Let the other person save face.
• Praise every improvement.
• Give the other person a fine reputation to live up to.
• Encourage them by making their faults seem easy to
correct.
• Make the other person happy about doing what you
suggest.
edit: How to Win Friends and Influence
People.
tten by Dale Carnegie and first published in 1937
72. 24 page Playbook focused on Twitter for employees and agency teams.
73.
74. Social Media Networks – Know What They Do Best
• Social spread • Conduit of information • Humanizes the brand
• Tagging photos and • Real time, social search through video
videos • Influences the • Content distribution
• Responding to wall influencers platform
updates • Real time ―focus group‖ • Global
• Content agnostic and / or early warning • Robust analytics
• Increased content system • High definition
creation and user • Open door to their data outperforms others
engagement • Drives traffic
• Drive traffic
• Targeted advertising
75. Special guest: Don says…
“Advertising is based on one thing:
happiness. And do you know what
happiness is? Happiness is the smell
of a new car. It's freedom from fear.
It's a billboard on the side of a
76. Increase the Happiness!
- Send them @replies on Twitter.
- Come up with promos that reward those who choose to ―Like‖
your brand on Facebook.
- If you have to, ―scream with reassurance‖ that what you‘re
offering is exactly what they‘re looking for.
88. Moderation of comments
Good, Bad, …But Not Ugly
•Intel is
Awesome
•Good
Content
•Intel is
too
Expensive
•Not
Positive
•Intel is
@#$%@
•Ugly
89. Moderate your Facebook
• Clearly identify your business and marketing objectives
• When building the page, pay attention to consistency and representing
your brand
• Limit the number of posts - just a few times per week is enough
• Listen to your audience - try different ways to engage them
• Keeping your Page updated with fresh and meaningful content
• Posting Updates including video and photos is highly encouraged
• Familiarize yourself with Facebook-provided metrics
• Always use URL-shorteners with link tracking
• If something goes wrong, contact Intel‘s Social Media Center of Excellence
and your manager
• And…..understand and be prepared for an ever changing platform
90. Moderate your Twitter
• Auto-tweets from an RSS feed can turn off your followers and is not
recommended
• Automated direct messages, avoid those services
• Be careful what you retweet, sometimes people retweet content with
out actually clicking through to see where the link really leads
• Too much “me, me.”, keep tweets interesting and relevant
• Too much. General rule of thumb is to check around to see what
others are doing, look for negative (or positive) feedback and adjust
accordingly
• Not enough. The other side of the content coin is that you don‘t tweet
enough. What is enough? Find out what your audience is doing
w/your tweets (re-tweeting, replying) and adjust
95. Notable credits
1. http://www.youtube.com/watch?v=j0HfwkArpvU - A stunning film from Will
Hoffman and Daniel Mercadante to accompany Radiolab's Words episode. With
an original score by Keith Kenniff.
Radiolab's Words episode: http://blogs.wnyc.org/radiolab/2010/0...
Everynone: http://everynone.com/
Keith Kenniff: http://www.unseen-music.com
2. http://www.lakeshorebranding.com/company/blog/don-draper-lessons-in-the-age-
of-social-media/ - On October 6, 2010, Ryan Powszok
3. How to Win Friends and Influence People is one of the first bestselling self-
help books ever published. Written by Dale Carnegie and first published in 1937, it
has sold 15 million copies globally.[1]
96. About the speaker: Peter M Dingle
• Peter Dingle is the Interactive Marketing Manager Intel‘s Asia Pacific Region. Specialising in
integration across multiple complex marketing tools and activities to ensure marketing
communication maximises value for the top 10 brand. He is the APAC Regional social media
expert and new media online advocate, providing digital strategic direction to the fastest growing
consumption and billing geography world wide.
• Dingle has been in Asia since 2003 and has 12 years of experience in Brand Marketing, Product
Marketing , Sales training, launching and ramping Technology products in across 16 diverse
emerging and mature markets. Dingle has held local country roles as well as regional and world
wide roles.
• Dingle earned a bachelor‘s degree in International Business and Marketing
at Auckland University in New Zealand and since then he has also completed studies in Finance
at the Chinese University of Hong Kong. When he is not delivering world class marketing at Intel
he enjoys Yachting, power boating , getting outdoors and spending time at home with his family.
He is a keen entertainer with extensive experience in the kitchen.
Notas do Editor
A stunning film from Will Hoffman and Daniel Mercadante to accompany Radiolab's Words episode. With an original score by Keith Kenniff. http://everynone.com/PlayBlow BreakSplitRunFlyFallLightSpace
http://www.wordle.net/show/wrdl/2869096/WordsAs a marketer in Asia I’m constantly faced with the communication challenge of language. These are the WORDs an english speaker like myself see’s during the video. English is not our primary langauge in Asia
Don’t anticipate failure. Don’t put off trying because you let your fears get to you. Don’t think of the learning curve as steep: think of it as fun. (It is especially fun to see that your efforts are paying off in numbers that matter to the bottom line.) Besides, there won’t be any proficiency tests that ask you what a hashtag is, or how the color red is spelled in HTML. It’s all an effort toward helping you keep up with or stay ahead of the competition. Just remember to keep yourself informed and to stay attuned to what’s happening in the industry. You get a lot more opportunities that way.
Regarding online reputation management. Sure, you can’t please everyone, and there’ll be critics from every corner, but this doesn’t mean you can’t do anything about it.
Really, this is all about keeping customers happy. Keeping them engaged. Giving them what they want and what they need. These days, we have a bunch of tools, technologies, and applications at our disposal – much more than Don Draper ever had. We have the Internet. But to succeed, you must not lose sight of the customers whom the business is all about – the customers you have to keep searching for, engaging with, and building and enhancing relationships with. So keep them happy. Send them @replies on Twitter. Come up with promos that reward those who choose to “Like” your brand on Facebook. If you have to, “scream with reassurance” that what you’re offering is exactly what they’re looking for.
Internet marketing and social media are all about positioning your brand in such a way that you stand out, and people can find you. This means finding creative ways to establish or enhance your presence online. This means differentiating yourself and establishing your authority or leadership in a network of contacts and connections. This means working at it until you get more fans and followers, until you reach the top of the search results pages, until hoards of customers are checking out of your site with brimming shopping carts – until you’ve become, in Don Draper’s suave words, “toasted”.
As mentioned above, find creative ways to get your brand out there. Operative word is “creative” – not “desperate”. Don’t publish spammy content on your blog just because you think it’s going to help you perform better in search. Don’t barrage your mailing lists with E-mail newsletters five times a day. Don’t go on Facebook trying to be an Internet marketer, news journalist, viral video producer, “I had pancakes for breakfast” status updater, and political commentator all at once. Avoid unnecessary widgets and fancy web design elements that don’t do anything except clog your websDon Draper says, limit your exposure. It just might be the best thing that ever happens to your brand.ite and make navigation a pain. And if you ever have to resolve a customer issue online – say, on Twitter – it might be best to do it using the Direct Message tool.
http://www.youtube.com/watch?v=j0HfwkArpvU - A stunning film from Will Hoffman and Daniel Mercadante to accompany Radiolab's Words episode. With an original score by Keith Kenniff. Radiolab's Words episode: http://blogs.wnyc.org/radiolab/2010/0...Everynone: http://everynone.com/Keith Kenniff: http://www.unseen-music.comhttp://www.lakeshorebranding.com/company/blog/don-draper-lessons-in-the-age-of-social-media/ - On October 6, 2010, Ryan Powszok How to Win Friends and Influence People is one of the first bestselling self-help books ever published. Written by Dale Carnegie and first published in 1937, it has sold 15 million copies globally.[1]
