8. Howto be “
Believable”
“
Be hum an.
Build com unity.
m
Don’just listen. Act.
t
Be open for criticism.
Adm wit hen you are w rong.
Don’mt ake m onetization a priority; it
will
happen naturally if done right.
8
9. Key Takeaways:
The social w is exponentially
eb
growing.
Research suggests that users do not
use social media as a tool to make
purchase decisions.
9
10. Howw approach Social M
e edia
Data Driven
Global Training & Employee Empow ent
erm
Conversational & Com unity building
m
Global strategy
External Social Media Guidelines
– http://w w
w .intel.com/sites/sitewide/en_US/social-media.htm
10
12. Data is important!
• Publish Web page
CREATORS
• Publish or maintain a blog
Social Technographic Ladder of 13%
• Upload video to sites like YouTube
Participation
CRITICS • Comment on blogs
Leaders in data, research and 19% • Post ratings and reviews
analytics in the social space • Use RSS
COLLECTORS
Im perative to planning for all social 15% • Tag Web pages
m edia program and projects
s
JOINERS
• Use social networking sites
19%
• Read blogs
SPECTATORS
• Watch peer-generated video
33%
• Listen to podcasts
INACTIVES
• None of these activities
52%
S ourc e : Forre s te r’s NACTAS Q4 2006 De v ic e s & Ac ce s s Online S urv e y
12
13. W is your strategy?
hat
Listening - using social m edia as “ tim research and
real e”
gaining insights from listening to customers.
Talking - using conversations w custom to prom
ith ers ote
products or services, authentically
Energizing - building brand stewardship; and identifying
enthusiastic custom and using them to persuade
ers
others.
Supporting - making it possible for custom to help
ers
each other.
Em bracing - turning custom into a resource for
ers
innovation.
13
15. Tw ay conversations
o-w
Real Stories from Real People @
Intel.
http://scoop.intel.com
http://scoop.intel.com
http://scoop.intel.com
15
16. Supporting the enterprise and IT geeks
Com unity for IT professionals
m
Several different OEM and other
S
com panies participate; and even
m oderate content
It serves as the “ to”
go destination
for all things geeky
http://com unities.intel.com
m
16
17. Tapping into consum innovation
er
Joint venture w Asus and Intel
ith
Thriving com unity of early
m
adopters and tech setters
Tapping this com unity for their
m
innovative ideas
http://w w epc.com
w .w
17
18. Energizing the Com unity
m
Desktop Processor
Tested and branded as “ fastest
the
processor on the planet”
Geared for sm niche audience of
all
content creators or those w need
ho
processor speed & efficiency
– M ultimedia creation
– Anim ators
– Film m akers
– HD Video Editing
18
19. Digital Drag Race
Create a program that:
– Engages content creators
– Displays the pow of the processor
er
– Builds in functionality to m back
ap
to
social behaviors
– Builds com unity
m
The Digital Drag Race concept
addressed several key issues:
– It spoke directly to the audience w e
w anted to engage w ith
– Easy to integrate naturally w ith http://w w
w .youtube.com atch?v=xW
/w dVvurRvBA
Intel.com
– Visually displayed the “ speed” of
the processor
– Easy to add behaviors/functionality
from Forrester
19
20. Digital Drag Race –User Generated Content
Creation of user battles
W inner w ould get a “
shot out” on
the Intel blogs w links to their
/
spaces
W hen w opened it up to the
e
com unity is w
m hen it becam viral
e
Follow me @britopian
20
21. The results
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product
Exceeded goal by 360%
pages
Download interaction rate Exceeded goal by 50%
Average tim spent over 8
e
Average tim on site
e
minutes
Total blog posts Exceeded goal by 12%
Additional bonus: won an ADDY and an IAC award
21
22. The Buzz … Ad /Me dia Indus try
Follow me @britopian
22
23. The Buzz … De s ig n re late d
blo g s /s ite s
Follow me @britopian
23
24. The Buzz … te c h s ite s & o the r s o c ial
me dia
Follow me @britopian
24
25. Did w m
e ove the needle?
–Sales increased but hard to track back to social media
–W becam relevant to this spectrum of consum
e e ers
–Humanized the Intel brand
MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
Follow me @britopian
25
26. Social Media Evangelism
SM = Social M
P edia Practitioner
Leveraging the social capital of Intel employees to
evangelize, listen, respond to their ow m
n icro
com unities
m
Train, plan, organize, collaborate
26
27. Our strategy involves …
Listening Nielsen, Google, Twitter
Talking Consum blog, tw
er itter, FB fan page
Energizing Evangelism Digital Drag Race
,
Supporting IT geek com unity
m
Embracing Consum innovation W
er EPC.com
27
28. Twitter Best Practices for Brands
“
Not the M ecca.
Research.
Branded/Personal Profiles.
Profile Equity.
Less structure is better.
Listen & Observe before engaging.
Authenticity is important. Be believable.
Track, M easure and Iterate.
Having a strategy is good. Execution is
m im
ore portant.
Follow me @britopian
28