BDI 11/12 The Social Consumer - Bite Communications & AMD Presentation

Harnessing The Powerof the Gaming Community
Chris Hook, Senior PR Manager, AMD Global Communications chris.hook@amd.com, @GChip
Will Willis, Vice President, Bite Communications
will.willis@bitecommunications.com, @Will_Willis
November 12, 2009
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The Challenge
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How do you convince consumers to upgradeor buy a new PC in a downturn?

Who is AMD?
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Who We’re Talking To
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Technology enthusiasts
Passionate about computer hardware (like PC gamers)
Primarily males, aged 16 to 35
Very technically savvy, well-educated and with disposable income
Typically upgrade their PC at least once a year

General Approach
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Go to where the conversations were already happening.
Deploy a community management team of tech enthusiasts and gamers to drive authentic, honest communication.
Appeal to the community through exclusivity and relevance.
Promote the promoters.
Fuel positive partner and media attitudes with community support and enthusiasm for AMD.

Budget: $20K

AMD Experience Event
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“AMD Experience Event”
Exclusive tech previewon the USS Hornet
Extensive demos
Access to engineers,execs and reviewers

Execution
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Indentify conversations and channels
Indentify targets
Engage in dialogue
Leverage the media
Onsite: Increased exclusivity through “special briefing” for top engagers
Considerations: PR/marketing buy-in, legal

AMD Experience Event
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Results Snapshot
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400,000 views across various social networks
200+ photos uploaded to sharing sites Photobucket and Flickr
Over 35 forum threads driven by Bite-AMD about the event (over 8,700 views and 249 responses) and the community generated 100 unique forum threads post-event (257,000 views and 12,000 replies)
Facebook outreach generated significant levels of engagement, “Liked” by over 402 fans and another 150 taking the time and effort to comment
Product demand at launch often exceeded supply

Results: YouTube
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Takeaways
Listen: What conversations do you want to be a part of? Where are they taking place? What channels?
Engage, engage, engage: Consistent, authentic, ongoing dialogue.
Evaluate: How are people reacting? Where is the conversation going? What impact is it having?
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More Info
Related blogs:
http://blogs.amd.com/unprocessed/
http://blogs.amd.com/play/
http://blogs.amd.com/nigeldessau/
Related videos:
“Visualize a new PC Experience” press conference highlights: http://www.youtube.com/watch?v=G1C9cyCrDrs
Event videos: http://www.youtube.com/watch?v=teE5wqT2DNU and http://www.youtube.com/watch?v=N6Vf8R_gOec
Related Twitter handles:
@ATIGraphics
@AMD_Unprocessed
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BDI 11/12 The Social Consumer - Bite Communications & AMD Presentation

by Business Development Institute on Nov 17, 2009

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BDI 11/12 The Social Consumer - Bite Communications & AMD Presentation — Presentation Transcript