How to Globalize Editorial Planning

How to Globalize Your Editorial Planning Pam Didner Global Integrated Marketing Manager September 7th, 2011 11 INTEL CONFIDENTIAL

2011 Biz. Marketing Objective and Strategy Objective • Increase Intel brand relevance Hero Product Audience • IT Managers • Signal business advantages Comm. • Stimulate interests Strategy • Engage with IT 22 INTEL CONFIDENTIAL

Social and search are rewriting the rules of audience engagement . 33 INTEL CONFIDENTIAL

Global Definition Glob|al (glo’b l) adj: 1 round like e a ball; globe shaped 2 of, relating to or including the whole earth; worldwide. 3 taking all the different aspects of a situation into account. 44 INTEL CONFIDENTIAL

Scalable Editorial Planning Process The Holy Grail: Tight collaboration between HQ and Geo* 1 Prioritize Countries and Topics (HQ w/ Geo Feedback) 2 Finalize Editorial Timeline (HQ) HQ-driven 3 Create Geo editorial Geo-driven calendar(HQ+Geo) (w/agency help) (w/ agency help) 4a Create Topic Marketing Kit (HQ) 4b Craft Engagement Plan (Geo) 5 Share Engagement Results (Geo) 6 Refine Editorial Planning, Marketing Kit (HQ w/ Geo feedback) 5 * HQ = Headquarters Geo = Geographies or regional offices5 INTEL CONFIDENTIAL

Example of Global Editorial Calendar HQ recommendation 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch Product Launch Cloud Topics Migration #1 Mobility #2 Virtualization Computing 66 INTEL CONFIDENTIAL

Example of Geo Editorial Calendar within HQ framework 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch #1 Mobility Cloud Computing China Migration EMEA Windows 7 Migration Product Launch #1 Product Launch #2 Virtualization(Europe, Middle East and Africa) 7 7 INTEL CONFIDENTIAL

Topic Marketing Kit Intel Story Messaging and Positioning Search Terms A list of content pieces • E-mail template, landing pages etc. • Case studies, webinars, social media conversation guide etc. 88 INTEL CONFIDENTIAL

Geo Plan Starts with Topic Marketing Kit Search Selective Targeted Co-Marketing Advertising Topic Marketing Direct Kit Marketing PR Local Optimized Events Landing Pages 99 INTEL CONFIDENTIAL

Key Learnings • Long lead time of producing a kit  Less topics, three is ideal • Up and personal with all geos  Clear roles and responsibilities between HQ and Geos • Content is king and creative is queen  Storytelling with simple creative 1010 INTEL CONFIDENTIAL

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How to Globalize Editorial Planning

by Pam Didner on Sep 15, 2011

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