BlogWell Seattle Social Media Case Study: Intel, presented by Bryan Rhoads
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This document outlines Intel's evolution with social media from 2004-2010, including establishing various social media presences, grassroots blogging, developing strategies and guidelines, and training employees. It shows how Intel shifted from passive listening to more active engagement and operationalizing social media through a Center of Excellence that established processes, measurement, and global training programs.
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BlogWell Seattle Social Media Case Study: Intel, presented by Bryan Rhoads
- 3. @bryanrhoads
- 4. 2004 2005 2006 2007 2008 2009 Intel Social Media Evolution YouTubeChannel Intel.com RSS Intel.com Podcasting Intel.com Communities Intel.com Blogs IntelTwitter IntelFacebook IT @ Intel Blog Listening & Engagement Planet Blue Employee Blogs CEO Blog @bryanrhoads
- 5. 2005 Inflection Points IT Blog Pilot 2006 2007 Intel.com Blogs Grassroots blogging @bryanrhoads
- 6. A Pattern Emerges: G.R.O.W. Widespread Adoption Operationalize Research (ResultsTesting) Grassroots @bryanrhoads
- 10. Risk Mitigation
- 12. Culture
- 13. Global
- 16. Integration
- 17. Roles & Responsibilities Grassroots Results (Pilots) Operationalize Widespread @bryanrhoads
- 18. Pilot Examples Slashdot & ArsTechnica are the properties of their respective brands. @bryanrhoads
- 19. The Good, The Bad, But Not The Ugly Intel is Awesome GoodContent Intel is too Expensive NotPositive Intel is @#$%@ Ugly @bryanrhoads
- 20. Social Media Center of Excellence Measurement Comms Strategy Skills/People Policy Listening &Insights Integration Process @bryanrhoads
- 21. Social Media Guidelines Win – Win Eases managements concerns Framework for increased participation Everyone is on same page Transparency HR, PR, Legal, Grassroots 35 languages @bryanrhoads
- 22. Digital IQ Global training for external Social Media Practitioners Presented by key Intel SMEs and SM COE – 30 mins SM Guidelines serve as backbone Intel Strategy Legal & Security Cautions Moderation policy Best Practices @bryanrhoads
- 23. Training - Digital IQ 500 @bryanrhoads
- 24. Training - Digital IQ 500 @bryanrhoads
- 25. CES 2010 “Intel Cube of Awesome” @bryanrhoads
- 26. What’s Next? More Integration Global Programs Mobile @bryanrhoads
Notes de l'éditeur
- Probably our most successful efforts to date have been:The IT@Intel BlogSoftware communitiesBoth because they are peer-to-peer focused communication vehicles, and not necessarily marketing channels. The IT@Intel blog shared real-life stories about how Intel’s own IT department was solving business problems using technology. The Software communities help connect software developers.
- After looking back on our accomplishments and programs, we started to see some interesting commonalities and correlations among our programs.
- Pattern represents Intel’s overall social media adoption.Can also be broken down by each initiative.
- Not all social media are created equal. As an example, Podcasting or blogs my not suit your target audiences. However, as new forms of social media see a rise in grassroots adoption, this is the time to analyze these grassroots movements against your target audiences, your business objectives.Leverage and learn from the pioneers, what are their techniques? Is there unique etiquette for authentic participation.Does all of this warrant a Pilot?
- Slashdot - ArsTechnicaexmapleModeration is keyBe transparent & folks will supportFail quickly & make changes next timeDon’t forget techniques & etiquetteStick to Good, Bad & Ugly rule.Another learning: Learn & leverage passionate pioneers but not necessarily right folks to lead to next phase; Different skillset