Managing Global,Multi-Lingual Content  on a Large Scale   Pam Didner   Global Integrated Marketing Manager   Intel Corp   ...
HQ                                GEOS                 Collaborate to Scale                 Content Globally    HQ = Headq...
2012 Biz. Marketing Objective & Strategy           Objective   • Increase Intel brand relevance        Hero Product       ...
MethodologyResearch              Editorial Calendar*The Holy Grail:       Intel NarrativeTight collaborationbetween HQ and...
Research: IT Managers’ Top Concerns        Cloud Computing    Management of PC fleetConsumerization of IT               Da...
Before Finalizing Editorial Topics:Topic Consolidation and EvaluationTopic Evaluation:• User Scenarios• Product Features• ...
Editorial Calendar: Global/Geo Examplewithin HQ framework             Jan    Feb   Mar     Apr      May   Jun   Jul   Aug ...
Discover Intel Story    IT Challenges  Industry Trends                                          Intel      Intel Products ...
Template of an Intel Narrative    • Headline    • Alternate Headline    • Short Copy    • Long Copy9
Components of an Intel Narrative: Headline Lead Headline: • Focus on your business instead of your PCs. Alternate Headline...
Components of an Intel Narrative: Short Copy Short Copy Example: If you own a small business, the last thing you need is a...
Components of an Intel Narrative: Long Copy Long Copy Example: Small business owners have enough on their plates without h...
Research     Editorial Calendar                    Intel Narrative     Content Creation13
Two Types of Content          Sales                   MarketingFocus on educating buyers on   Focus on communicating      ...
Content Roadmap by Audience (Sales partners vs. consumers)   Content Baseline         S e ll- in             S e ll- Th r ...
Template: Fill in the Blank   Content Baseline         S e ll- in             S e ll- Th r ou g h         S e ll to       ...
Key Takeaways•Create content with scalability in mind      -> Balance of Global vs Local•Create content roadmap      -> Di...
Thank You www.pamdidner.com        gplus.to/pamdidner Pam@Didner.com           linkedin.com/in/pamdidner twitter.com/pamdi...
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Managing Global, Multi-Lingual Content on a Large Scale

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Managing Global, Multi-Lingual Content on a Large Scale

  1. 1. Managing Global,Multi-Lingual Content on a Large Scale Pam Didner Global Integrated Marketing Manager Intel Corp September 5th, 2012 11 INTEL CONFIDENTIAL
  2. 2. HQ GEOS Collaborate to Scale Content Globally HQ = Headquarters Geos = Geographies or Regional Marketing2
  3. 3. 2012 Biz. Marketing Objective & Strategy Objective • Increase Intel brand relevance Hero Product Audience • IT Managers • Signal business advantages Comm. • Stimulate interests Strategy • Engage with IT 3
  4. 4. MethodologyResearch Editorial Calendar*The Holy Grail: Intel NarrativeTight collaborationbetween HQ and Geo Content Creation 4
  5. 5. Research: IT Managers’ Top Concerns Cloud Computing Management of PC fleetConsumerization of IT Data ManagementVirtualization Server UpgradeOS Migration Network Management Security System Batch Updates Connectivity Management of Mobile Devices 5
  6. 6. Before Finalizing Editorial Topics:Topic Consolidation and EvaluationTopic Evaluation:• User Scenarios• Product Features• User Benefits• Benchmarks Network Management• Proof Points System Batch Updates Security Connectivity Cloud Computing Mobil Device Management Virtualization Mobility 6
  7. 7. Editorial Calendar: Global/Geo Examplewithin HQ framework Jan Feb Mar Apr May Jun Jul Aug Sep Oct NovGLOBAL Product Product Cloud Mobility Virtualization Computing Launch #1 Launch #2CHINA Product Cloud Mobility Launch #1 ComputingEUROPE Product Product Virtualization Launch #1 Launch #2 Give Geos Choices... 7
  8. 8. Discover Intel Story IT Challenges Industry Trends Intel Intel Products Narrative User Benefits Proof points Benchmark Showcase Intel Products in the Context of Editorial Topic 8
  9. 9. Template of an Intel Narrative • Headline • Alternate Headline • Short Copy • Long Copy9
  10. 10. Components of an Intel Narrative: Headline Lead Headline: • Focus on your business instead of your PCs. Alternate Headlines: • The first rule of business: Simplify. • Maintenance and security made easy. • Performance you expect. Simplicity you’ll appreciate. 10
  11. 11. Components of an Intel Narrative: Short Copy Short Copy Example: If you own a small business, the last thing you need is a PC maintenance or security problem that brings your operation to a halt. Now Intel® Core™ processors with Intel® Small Business Advantage give you built- in IT support to help keep your PCs up and running.1,2 Once configured, this state-of-the-art technology automatically manages routine maintenance tasks like data backup and software updates.3 Even better, it can perform these tasks after-hours so your employees don’t have to stop work while their PCs catch up.4 It also provides an added layer of protection by continually monitoring your security software and letting you know if it has been compromised.4 For small business owners who want amazing performance and PC protection, Intel Core processors with Intel Small Business Advantage finally let you have it all. 11
  12. 12. Components of an Intel Narrative: Long Copy Long Copy Example: Small business owners have enough on their plates without having to worry that their PCs aren’t running at peak performance. Many can’t afford the luxury of a dedicated IT professional, so it’s up to the owners to make sure that their employees are working with the latest software updates on secure, virus-free computers. Any interruption in PC performance means a sharp decline in productivity and the possibility of missing deadlines, shipments, releases and any of the other promises a small business must keep in order to succeed. Intel® Core™ processors with Intel® Small Business Advantage were designed to help you maintain and protect your PCs automatically.1 With an intuitive User Interface, you’ll easily configure this state-of-the-art technology to run routine data backup and software updates after-hours, so your PCs are ready to go the moment your employees turn them on.3,4 It also continually monitors your security software and alerts you if it has been compromised by viruses and other unwanted intruders.2,4 With Intel Small Business Advantage, you’ll get optimal running PCs and peace of mind. And best of all, it’s completely built-in.2 Increased Productivity with Easy PC Maintenance and Operations Most small business owners don’t have the time or desire to stand over their employees to make sure that they are continually backing up their data and updating their PCs with the latest software. Intel Small Business Advantage delivers unique maintenance capabilities right out of the box. 12
  13. 13. Research Editorial Calendar Intel Narrative Content Creation13
  14. 14. Two Types of Content Sales MarketingFocus on educating buyers on Focus on communicating features consumers user benefits Education-focused Emotion-driven Purchase-centric Awareness-centric Sell-Through Sell-In Sell-out (Sell-to) 14
  15. 15. Content Roadmap by Audience (Sales partners vs. consumers) Content Baseline S e ll- in S e ll- Th r ou g h S e ll to Agency Brief Intel Narrative Creative Playbook FAQ Technical Imp. Guide SKU List Content Mix Sales Scripts, Tips Top 10 List Advertising Event Content Retail Assets Online Banners Training Videos Email Template Newsletter Solution Brief Pass-thru Brochure Viral Videos Training Materials Infographic Case Studies from Seeding Program Events Material Demos, Animations POS Material S a le s Pa r tn e r s Con s u m e r Con s u m e r 15 Translated to Chinese, German, French, and Russian
  16. 16. Template: Fill in the Blank Content Baseline S e ll- in S e ll- Th r ou g h S e ll to Agency Brief Product or Topic Narrative Creative Playbook or Style Guide Content Mix S a le s Pa r tn e r s End User End User 16
  17. 17. Key Takeaways•Create content with scalability in mind -> Balance of Global vs Local•Create content roadmap -> Differentiate sell-in, sell-through and sell-to content•Geos are your BFFs -> Collaborate from editorial planning to content creation 17
  18. 18. Thank You www.pamdidner.com gplus.to/pamdidner Pam@Didner.com linkedin.com/in/pamdidner twitter.com/pamdidner slideshare.net/pdidner facebook.com/PamDidner pinterest.com/PamDidner Connect!
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