The Impact of Social Media on Your Marketing Strategies. Presented by Nigel Dessau, SVP and CMO of AMD during iStrategy Singapore 2010.

1. Meet the Boss TV LIVE
Nigel Dessau, Chief Marketing Officer, AMD
iStrategy Singapore: 1 December 2010

2. www.the3minutementor.com
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3. Social Media’s Role
Social Media at AMD is…
• At a minimum, a two-way conversation
• Emphasizes relationship-building
• A means of spreading messages and influence
• Capable of supporting messages from all corners of brand
Social Media at AMD is NOT…
• A new way of push-marketing
• A Facebook or Blog strategy alone
• Only for B2C
• A replacement for messaging discipline
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4. The Shift from “Traditional” to “Social”
• No new taxes
• No incremental headcount added
• Social media leverages existing core competencies
• Content is still king
• Content is optimized for the audience & channel
• Video is still gaining in importance across all channels
• Messages haven’t changed
• 140 characters has a “slimming” effect
• We are still focused on informing, influencing and
supporting the AMD ecosystem
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5. Driving and Enabling Social Media at AMD
SM Steering
Strategy & Oversight Committee
GMC
Conversations Community
(Listening, Talking, Spreading) (Supporting, Energizing, Embracing)
PR Support
Connections Partner Mktg
Marketing
Brand Sales
Enablement & Activation IMC
Everyone is responsible for any part of the AMD message
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6. Top 5 Takeaways
5. Be Clear on Your
Social Media Audience
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7. Top 5 Takeaways
4. Think Like an Editor
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8. Top 5 Takeaways
3. Honesty, Integrity
and Transparency
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9. Top 5 Takeaways
2. Build a Coherent
Approach or Strategy
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10. Top 5 Takeaways
1. Be Your Brand –
it’s about You
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11. Case Study: Battery Life
Position As the PC market moves from desktop to notebook, the
importance of battery life increases as key buying criteria
Problem • The ‘existing battery life metrics’ are unrealistic of how
people use PCs
• From a usage point of video, AMD laptops have as
good a battery life if not better
• AMD needed to challenge the ‘existing battery life
metrics’
Possibilities • Leave it to our partners to do for us
• Run a traditional marketing campaigns
• Run a Social Media campaign
Plan Deploy a social media campaign designed to engage the
community to create legitimacy for change
BUT WE NEEDED A GOOD WAY TO TELL THE STORY
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12. TALK STANDBY
4 hours* 20 hours*
*Number not based on actual measured data – shown for demonstration purposes only
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13. Launched with CMO Blog
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14. Extending the storyline
Technical AMD Blog with white paper Analyst reports and articles
Mainstream news media Poor competitive responses
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15. The Community
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16. Battery Life Project - Status
Did we achieve our objective?
To start the conversation? Yes
Did we do it more effectively that standard press? Yes
Did we do it cheaper than advertising? Yes
To change battery life metrics? No, not yet
What do we do next?
All the thing you always need to – work eco-system, get
partners engaged, change standards, etc.
But the community is now behind us!
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17. nigel.dessau@amd.com
Twitter: @nigeldessau
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