Intel Inside & Out - Learn How Influencers Create Social ROI for Intel


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Hear how Intel engages internal and external social influencers to create over 1 million social actions with a single piece of influencer content and create over $5 million in earned media value.
You will also learn how SocialChorus helped Intel to leverage word-of-mouth marketing through social networks to develop earned media that is more authentic and less expensive than traditional advertising, and how it can work for your brand.

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  • Social Agency in the UK called Social Blooming
  • Brands recognize this trend and are beginning to build their marketing programs around this concept of earned, paid owned media. In fact Intel, who we will be hearing from shortly, has invested and innovated in all three components of this triangleToday we are going to talk about Intel’s success in earned media, which is getting others to tell your brand story
  • When you think about earned media, what you realize is that the like is just the beginning of the relationship with your influencer or advocate. It’s a simple endorsement, which is why its easy for brands to get millions of them.
  • What you want next from your influencers and advocates is a higher quality form of engagement. What’s great is that’s what advocates want from your brand as well.
  • Goals:Make Intel relevant among young, lifestyle audiencesEffectively engage with a new target audience - MillennialsCommunicate with Millenials where they consume informationTell the target audience something new and differentRealization:Be a part of the conversation in an authentic way by expanding beyond traditional boundaries Solution:Identify and partner with Millennial influencers to talk about the amazing things technology enables.
  • 1.       Power Middlea.       As the Millennial generation has grown to play a critical role in influencing the tech purchase decision and makes up more than 50% in some of the countries, Intel decided to begin to establish the relationship w/ Millennial.  b.      However, Intel did not want to wake up one morning and assume it already had a relationship with this audience.  We knew we had to build the relationship overtime.c.       One of the ways we decided to engage was to leverage influencers within the generation across music, fashion, tech. No, we are not talking about influencers such as Robert Scoble.  We are talking about consumers that happen to have a strong following.  They serve as  advisors to their followers. Resulting, in being a trusted source.d.      Intel working with Social Chorus reached out to them and asked them to help tell their story – their perspective and their words.                                                               i.      The Key Was:1.       For a large corporate company – to let go and not review or approve the storylines. Trust the advisors.2.       The result was a range of content for articles, to videos, to interviews. 
  • Here’s an example of some of the content that was shared.
  • Identify and activate unsuspecting fashion and lifestyle social influencers to tell unique stories of how they integrate tablets into their lives
  • Challenges:Employees from across the organization with varied social aptitude Ensure non-NDS content would be publishedUncertain participation and resultSolution:Enlist SocialChorus platform to post assets that could be easily sharedTrain employees on social and the SocialChorus platformCreate unique prompts that excited Intel employees and engaged their audience (Intel’s consumers) that included weekly Twitter parties #TabletTipTuesdayContent sharing and leaderboards to further socialize the great content across the Intel organization
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  • Here’s an example of some of the content that was shared.
  •  Lessons LearnedInfluencers-          Influencers can tell a compelling story about your brand and sometimes uncover nuggets that one make take for granted;-          You must let the influencers tell the story; otherwise, it becomes an excerpt from your corporate website-          And you actually not only reach your audience but learn more about your audience vis-à-vis their feedback.-          To Scale – you need a partner and you need a person with your team dedicated on supporting the program.-          What is next for Intel? We are using influencers for every program – Ultrabook launch, tablet launch, and upcoming launches in 2013. It is working why break it. SmartSquad-          The feedback from employees has been immeasurable.  What they appreciated is the team allowing them to be authentic yet providing the tools to be successful.-          At has become extremely flexible when we see a consumer moment that we can seize – we unleash the smart squad.-          What is next:o   Harnessing the employees that are raising their hands and saying I am Ino   Expanding to new product areas and geographies 
  • You will now manage all of your social advocates via one complete software platform including recruitment of trusted influencers, launching and management of programs, ongoing influencer relationship management, automated compliance and metrics and measurement that prove social ROI.
  • Our built in tracking, ROI measurement and dashboards give you, for the first time, to quantify the effect of social ROI. From influencer effectiveness, to their social actions, to the impact that these programs have on consumers, SocialChorus provides a single dashboard tracking everything proves the measurable social ROI of word-of-mouth marketing.
  • And all of this is delivered by SocialChorus, the leading Social Word-of-Mouth marketing solution for the brands that people love. Our customers, including the ones you see on this slide, consistently deliver more of the most valuable social actions through trusted social influencers.Our cloud-based, comprehensive platform and expert services have been developed with the knowledge gained from launching over 200 social word-of-mouth programs for the largest brands in the world. Our customers keep coming back to us as we deliver measurable social ROI at 3 to 5 x on average in just a few weeks.
  • Intel Inside & Out - Learn How Influencers Create Social ROI for Intel

    1. 1. Intel Inside & OutLearn How Influencers Create Social ROI for Intel Your Brand Story. Told By Many. Join our Twitter conversation with #SocialChorusU
    2. 2. Meet Our Speakers Sandra Lopez • Marketing Strategy Director, New Business, Intel • @nycsf Greg Shove • CEO, SocialChorus • @SocialChorus Your brand story. Told by many. 2
    3. 3. Today’s Agenda 1. The New Consumer Journey and the Power of Word- of-Mouth 2. The Intel Story: Told by Influencers 3. How to Scale & Measure Social Word-of-Mouth Your brand story. Told by many. 3
    4. 4. The New Consumer Journey Your brand story. Told by many. 4
    5. 5. 92%of consumers around the world say theytrust word-of-mouth media above allother forms of advertising. Your brand story. Told by many. 5
    6. 6. Brands Now Enable Everyone to Tell Their Story SocialChorus EARNED Enable others to tell your story Get the right people talking PAID OWNED Accelerate Your Tell Your Brand Story Brand Story Your brand story. Told by many. 6
    7. 7. Ask More of Your Advocates Content Social Creation Endorsement Social Social Reviews Content Share Your brand story. Told by many. 7
    8. 8. Brand-to-Fan Interaction Needs More Value & Scale Your brand story. Told by many. 8
    9. 9. Intel’s Challenge: Relevance Your brand story. Told by many. 9
    10. 10. Intel Strategy: Scale All Types of Social Influencers Editors and Celebrities Social Publishers and Influencers Superfans and EmployeesCustomers and Fans Your brand story. Told by many. 10
    11. 11. Intel’s “Always On” Influencer Program • Selective influencer group positioned as expert in their field • Brand association and recognition • Aligns with Intel’s marketing objectives Your brand story. Told by many. 11
    12. 12. Empower Others to Tell Your Brand Story Your brand story. Told by many. 12
    13. 13. Results • Genuine brand association with millennial – new consumer segment • Ongoing engagement and sharing • Transition influencers to brand advocates 1.96M • 490M social reach of endorsements Social • 142 pieces of content published • 180% Increase in amplification for Endorsements single piece of content post-program Your brand story. Told by many. 13
    14. 14. Intel’s “Tablet Smart Squad” ProgramProgram designed to: • Successfully launch and drive demand for Intel based TabletsIntel had two strategic options: • Engage with an agency and create one great asset • Look inside and engage our 100K employees and Power Middle Influencers Intel Decided to Look Inside Your brand story. Told by many. 14
    15. 15. Program Overview Identified internal Comprehensive Leveraged tools to and external training across aggregate, influencers and program, product, distribute, and seeded Intel based and social. share content. Tablets. Your brand story. Told by many. 15
    16. 16. Intel Tablet Smart Squad Consumer Journey Your brand story. Told by many. 16
    17. 17. Influencers Created and Amplified ContentAcross 9 Social Networks In 8 Countries Your brand story. Told by many. 17
    18. 18. Quality Content Drives Amplification Your brand story. Told by many. 18
    19. 19. Results • • Exceeded demand generation goals Delivered low cost, high-quality 16,103 educational content Social The numbers Endorsements • 137 global advocates • 7 Million earned Twitter impressions • 1,843 pieces of original content • Competitor purchased advertising against #IntelTablets Your brand story. Told by many. 19
    20. 20. Lessons Learned• Influencers tell a better story – Enable them to do so• Social scale comes with technology – Find a partner• Use Influencers with every program – Influencers improve each one• Listen to influencers Your brand story. Told by many. 20
    21. 21. Comprehensive Platform for Social WOM Marketing Recruit Trusted Influencers INFLUENCER SUPERFAN Launch Programs SCORING MANAGEMENT Manage Relationships SOCIAL ADVOCATE REFERRAL CRM Automate FTC Compliance Measure Success SOCIAL CONTENT MANAGEMENT GAMIFICATION Your brand story. Told by many. 21
    22. 22. Scaling Social Word of Mouth1000 X 10 = 10,000 X 100 = MILLIONSBRAND SOCIAL ACTIONS ADVOCATE Audience Of SocialADVOCATES EACH SOCIAL ACTIONS Actions per one advocate Endorsements action Your brand story. Told by many. 22
    23. 23. Dashboard Measures ROI in Real-Time 76K Endorsements Total Activities of Influencers and Audience $327K Earned Media Value Total Activities of Influencers and Audience 110MM Audience of Invited Influencers Your brand story. Told by many. 23
    24. 24. Why Single Platform?Manage all Rings of Social Influence BRAND Customers Social Fans/Followers Social Influencers Your brand story. Told by many. 24
    25. 25. SocialChorus Overview The Leading Social Word-of-Mouth Marketing Solution The Most Valuable Social Actions for the World’s Largest Brands Cloud Based, Comprehensive Platform & Expert Services 3-5x ROI, realized in weeks Your brand story. Told by many. 25
    26. 26. Get in touch. Get Savvy. Get Social Advocates Contact us: Call us 415.655.2700 Tune in next month for another informative webinar! Your brand story. Told by many. 26