Hear/Do/Say: Managing Crises in Social<br />  Ali Ardalan & Rick Reed<br />  Media & Analytics Strategist / Issue & Crisis...
Intel Marketing<br />2<br />
Transforming the Firm’s Strategic Direction<br />February 17, 2011<br />“ Intel CEO Otellini Announces U.S. Hiring Plans, ...
Innovative Programs targeted at Key Audiences<br />
Then & Now: Intel’s Presence on Facebook<br />
Then & Now: Intel’s Presence on Facebook<br />Intel is Awesome<br />GoodContent<br />Intel is too Expensive<br />NotPositi...
Manage social network site, agency & vendor relationships
Set direction & develop guidelines
Offer training & coaching
Create SMP toolkit, with standards for measurement & analytics
Build key internal relationships (Market Research, Risk, Support, Legal, Privacy)
Build global operational models
Evangelize externally & bring in BKMs
Simplify & Enable</li></ul>http://intel.ly/fzxGLa <br />
8<br />Social Crisis Response @ Intel<br />
Working in Social Since 1996<br />Q: What is Intel's follow-on to the Pentium? <br />A: Repentium<br />
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Issue_Crisis_Management

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Issue/Crisis Management and Addressing Social Challenges


Intel has been listening to the social web since 1996, when they experienced a design defect in one of their Pentium products. Ali Ardalan and Rick Reed will discuss how Intel uses Radian6 to measure the success of their marketing programs and manage issues that could damage Intel’s $32 billion dollar brand. They’ll also provide insight into some of the social challenges they face as Intel approaches 2011/12 with an ever-expanding product portfolio and international markets as social media is embraced around the globe.

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  • Issue/Crisis Management and Addressing Social Challenges

    Intel has been listening to the social web since 1996, when they experienced a design defect in one of their Pentium products. Ali Ardalan and Rick Reed will discuss how Intel uses Radian6 to measure the success of their marketing programs and manage issues that could damage Intel’s $32 billion dollar brand. They’ll also provide insight into some of the social challenges they face as Intel approaches 2011/12 with an ever-expanding product portfolio and international markets as social media is embraced around the globe.
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Issue_Crisis_Management

  1. 1. Hear/Do/Say: Managing Crises in Social<br /> Ali Ardalan & Rick Reed<br /> Media & Analytics Strategist / Issue & Crisis Mgmt<br /> April, 2011 – Boston, MA<br />
  2. 2. Intel Marketing<br />2<br />
  3. 3. Transforming the Firm’s Strategic Direction<br />February 17, 2011<br />“ Intel CEO Otellini Announces U.S. Hiring Plans, Investment of More than $5 Billion to Build New Facility in Arizona ”<br />February 28, 2011<br />“Intel Corporation announced the acquisition of McAfee, Inc. is complete.” <br />March 18, 2011<br />“ Noisey.com Launches: New Music Discovery Platform Gives Viewers Front Row Seats to Watch the Best Emerging Bands Around the World ”<br />
  4. 4.
  5. 5. Innovative Programs targeted at Key Audiences<br />
  6. 6. Then & Now: Intel’s Presence on Facebook<br />
  7. 7. Then & Now: Intel’s Presence on Facebook<br />Intel is Awesome<br />GoodContent<br />Intel is too Expensive<br />NotPositive<br />Intel is @#$%@<br />Ugly<br />Social Media COE – Enabling Global Social Programs<br /><ul><li>Small Central team of Social Strategists
  8. 8. Manage social network site, agency & vendor relationships
  9. 9. Set direction & develop guidelines
  10. 10. Offer training & coaching
  11. 11. Create SMP toolkit, with standards for measurement & analytics
  12. 12. Build key internal relationships (Market Research, Risk, Support, Legal, Privacy)
  13. 13. Build global operational models
  14. 14. Evangelize externally & bring in BKMs
  15. 15. Simplify & Enable</li></ul>http://intel.ly/fzxGLa <br />
  16. 16. 8<br />Social Crisis Response @ Intel<br />
  17. 17. Working in Social Since 1996<br />Q: What is Intel's follow-on to the Pentium? <br />A: Repentium<br />
  18. 18. A 3 Legged Approach<br /><ul><li>Issue Prevention (hear/say)
  19. 19. Issue Detection (hear)
  20. 20. Issue Response (hear/do / say)</li></li></ul><li>Issue Prevention (hear/say)<br /><ul><li>Be transparent.
  21. 21. Be judicious.
  22. 22. Write what you know.
  23. 23. Perception is reality.
  24. 24. It’s a conversation.
  25. 25. Are you adding value?
  26. 26. Your Responsibility.
  27. 27. Create some excitement.
  28. 28. Be a Leader.
  29. 29. Did you screw up?
  30. 30. If it gives you pause, pause.</li></li></ul><li>Detection (hear)<br />
  31. 31. Response (do)<br /><ul><li>Issues forwarded to dedicated inbox
  32. 32. Team launches key-word searches
  33. 33. Issue team launched as required</li></li></ul><li>Issue: Conflict Materials (do/say)<br /><ul><li>Intel doing the right thing
  34. 34. Protesters supporting legislation
  35. 35. Protesters marching
  36. 36. Team assembled
  37. 37. Messages delivered
  38. 38. Detailed process available
  39. 39. Do good / Say good</li></ul>http://www.youtube.com/watch?v=XTvyEa9c8Is<br />
  40. 40. Issue: Intel’s Sprinter Ad (do/say)<br /><ul><li>Print Ad
  41. 41. Sprinters ready to run
  42. 42. Message: Use Intel products and multiply the power of your network and your employee’s productivity</li></li></ul><li>Let’s Continue the Discussion!<br />Ali Ardalan, Social Media Center of Excellence<br />email: ali.ardalan@intel.com<br />Twitter: @aardalan<br />Rick Reed, Issue & Crisis Management<br />Office: (408) 765-7551<br />email: rick.t.reed@intel.com<br />LinkedIn: http://www.linkedin.com/in/ricktreed<br />Facebook: http://www.facebook.com/rick.reed<br />
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