TWTRCON DC 09 Brand Management

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Case Study The Brandividual
Nigel Dessau, Senior Vice President and Chief Marketing Officer, AMD | @nigeldessau

Conversations, Communities and Your Brand
(<140 characters)
Nigel Dessau, Senior Vice President and
Chief Marketing Officer

Strategy
Case Study: Battery Life
Top Takeaways
Q&A
Agenda

Approaching Social Media
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
Know your audience
Additional channel to talk to target market
www.twellow.com
Messages haven’t changed
140 characters has a “slimming” effect
We are still focused on informing, influencing and supporting the AMD ecosystem

Driving and Enabling Social Media at AMD
Everyone is responsible for any part of the AMD message
Strategy & Oversight
GMC
SM Steering Committee
Conversations(Listening, Talking, Spreading)
Community(Supporting, Energizing, Embracing)
Support
PR
Connections
Partner Marketing
Product Marketing
Sales
Brand
Enablement & Activation
IMC

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 needs 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

True Battery Life Guidelines
3:05
5:34
STANDBY
TALK
ACTIVE TIME
RESTING TIME
20hours*
HWY MPG
CITY MPG
“Active Time” and “Resting Time” more realistically show battery usage in everyday scenarios.
Easy to communicate
Easy to understand
Better communication to consumer!
4hours*
40MPG
29MPG*

Launched with CMO Blog

Extending the Storyline
Analyst reports and articles
RT @Pogue: My rant about the Great Battery Life Laptop Testing Scam is now online... http://bit.ly/awcpc5:04 AM Jun 25th from Echofon
RT @rahulgaitonde: David Pogue on how laptop makers are doing their best to obscure battery life figures: http://bit.ly/awcpc5:06 AM Jun 25th from Echofon
RT @PatrickMoorhead: "BatteryGate" coverage over at BSN quite interesting. Check it out here: http://bit.ly/batterygate
RT @Enderle: Newsweek is weighing in on notebook battery life benchmark issues (spoiler, you can't trust the benchmarks) http://bit.ly/5Mw99
Technical AMD Blog with white paper
Bad competitive responses

AMD Battery Life Discussion
300+ blogs
100+ separate “Tweeters” involved
Discussed on the largest relevant tech sites (Slashdot, Engadget, etc)
High level of positive engagement (e.g. 150 comments on Slashdot, 46 on Engadget, etc.)

Be Your Brand
http://3minutementor.wordpress.com/ http://twitter.com/3MinuteMentor

Top 5 Takeaways
5
Be Clear on Your Audience
4
Think Like an Editor
3
Honesty, Integrity and Transparency
2
Build a Coherent Approach or Strategy
1
Be Your Brand – It’s About You

Disclaimer & Attribution
DISCLAIMER
The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors.
The information contained herein is subject to change and may be rendered inaccurate for many reasons. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes.
AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.
AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.
ATTRIBUTION
© 2009 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

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TWTRCON DC 09 Brand Management

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TWTRCON DC 09 Brand Management — Presentation Transcript