Social media is the new glue holding together intergrated campaigns in asia


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Social media is the new glue holding together intergrated campaigns in asia

  1. 1. Introduction : Industry recognition of Intel Social Media Leadership Highest Social Media Scores of >150 companies evaluated Marketing Leadership Council, Nov 09 #10 in Top 10 Brands Measured by Depth of Customer Engagement Level Source: The Altimeter Group, 20 June 09 Link 2009 100 Most Social Brands, #49 (from #76 in ‘08) Source: Virtue, Jan 2010 Link Top 10 Fortune 500 Companies Doing Social Media Right Source:, 28 Sep 09 Link Top 50 Social Brands #50 Social Radar, Jan 2010 Link #3 most connected Wed brand (measured by presence and consumer engagement across all social media channels) Source: Brand Republic, 28 Oct 09 Link #6 in Top Brands Using Social Media, the only brand with social mentions trending positively Source: ReadWriteWeb, 13 Oct 09 Link #76 in Top 100 Brands Engaging in Social Media Source:, Jan 09 Link Intel makes list of 50 most mentioned brands on Twitter Source: Mashable, 30 Oct 09 Link IDC Report Features Intel for Social Media Best Practices IDC, Best Practices for Social Media, 2009 Intel Social Media Training Harvard Business Review, 2010 link
  2. 2. *Social* the New Glue?Intel®Asia
  3. 3. Today's Agenda:
  4. 4. Marketing 101- The purchase funnel: Tools we use to pull customers thru from Awareness to Purchase. DIRECT DIRECT AWARENESS TV PR, print, outdoor, events PR eMarketing IIP advertising online initiatives online portals social media viral search buzz programs blogs OPINION FORMING advertising content syndication SEM INDIRECT IIP, Track 2, JMP RESEARCH Web Shopping assistant “Where to Buy” JMP online programs SHOPPING RETAIL / CHANNEL PURCHASE sales
  5. 5. For most companies ~50% Tools are missing in most markets TV and large Out of home not available. Heavy reliance on Retail. AWARENESS PR eMarketing IIP buzz programs blogs OPINION FORMING advertising content syndication SEM INDIRECT IIP, Track 2, JMP RESEARCH On Domain Web JMP online programs SHOPPING RETAIL / CHANNEL PURCHASE eMarketing is the one set of tools that spans the funnel.
  6. 6. “A brand is no longer what we tell the consumer, it is what consumers tell each other it is.”quote from SCOTT COOK, FOUNDER INTUIT AND P&G BOARD MEMBER
  7. 7. Conversation is the new ‘content’
  8. 8. Customer interaction & connectivity is on their terms now.
  9. 9. To be leaders, we need to make an effort to engage.
  10. 10. Social Media@Intel
  11. 11. First…a little bit about Intel… “…deep inside this place, miracles are baking. Magic is roaming untethered. And a group of people — people very much unlike you and me — are forging our tomorrow’s NEW NORMAL…”
  12. 12. …And the world at large has…“ABSOLUTELY. NO. FREAKING. IDEA.”
  13. 13. Isn’t it time to convey that this company is not just a microprocessor company…
  14. 14. this company is a …move-society-forward-by-quantum-leapscompany.
  15. 15. This is how we see Intel…
  16. 16. it is modern
  17. 17. it is high tech
  18. 18. …it is ‘Quirky’
  19. 19. …and will make you laugh…
  20. 20. 27 See the hilarious video:
  21. 21. it is local to you
  22. 22. both On Domain (
  23. 23. and ‘off domain’(Rest of the Web)
  24. 24. The Intel® brand is very specific…
  25. 25. our visual style is consistent IN PRINT
  26. 26. AT EVENTS
  27. 27. IN RETAIL
  28. 28. On Billboards
  29. 29. ..and it’s not hard to tell the difference.
  30. 30. On Television (where available)
  31. 31. i. Intel® Social Strategy
  32. 32. Intel® Social Strategy timeline G O W R Results Pilots Risk assessment Results Learning from failing and retrying Often tool-based (e.g. blogs, properties) Grass Roots Led by passionate early adopters & pioneers Effort not always tied to strategy or ROI Limited barrier to entry Limited understanding by external stakeholders Unique skill set Widespread Scalability Marketing integration Executive commitment Insights Optimization Consolidation Centralization and sharing BKM Operationlize Established ROIs Setting governance & guidelines Enabling & infrastructure Deploying training and communication plans Metrics & tracking Enterprise platforms 2005-2009 2010 Focus 2011 forward Focus Focus and Opportunity
  33. 33. Strategic Imperatives Take the training and follow the guidelines. Ensure your agencies know, understand and follow the guidelines. Plan to be resourced and be prepared to nourish and sustain engagements once you have created them. Fish where the fish are - find your audience and go TO them. Understand what works best in your market. Learn from others and drive innovation through creativity. See case studies and share your activities. Leverage PR and paid media for breadth and scale. Measurewhat matters and take action - use different tools for different purposes.
  34. 34. Special guest: Don says… “Our worst fears lie in anticipation.”
  35. 35. ii. Actions we have taken Empower everyone Enable Leadership Innovate Moderate
  36. 36. 1. EMPOWER EVERYONEaka: the Rules of Engagement
  37. 37. With Social Media we must: Have fun with it Be creative. Stay on Brand.
  38. 38. …but most of all,WE NEED TO BE ‘SOCIABLE’That means, actually ‘doing it’
  39. 39. Here is what we tell our employees… Be transparent. Be judicious. Write what you know. Perception is reality. It’s a conversation. Are you adding value? Your Responsibility. Create some excitement. Be a Leader. Did you screw up? If it gives you pause, pause. LINK TO GUIDELINES
  40. 40. …we make sure our teams are trained.
  41. 41. Developing your Own? Decisions you need to make first: where your company stands with respect to their desired relationship with social media. and what constitutes social media in your company  clarify who owns what– PR, Marketing, COE privacy and confidentiality both for the company and the employee who will manage your overall program, and how will you resource those needs what tools are needed to managing, monitor and measure how will you train your staff
  42. 42.
  43. 43. Special guest: Don says… “If you don’t like what’s being said, change the conversation.”
  44. 44. 2. Enable LeadershipAka : the Playbooks, and getting everyone running in the same direction
  45. 45. Be a Leader: How to Change People Without Giving Offense or Arousing Resentment* Begin with praise and honest appreciation. Talk about your own mistakes first. Call attention to other people's mistakes indirectly. Ask questions instead of directly giving orders. Let the other person save face. Praise every improvement. Give the other person a fine reputation to live up to. Encourage them by making their faults seem easy to correct. Make the other person happy about doing what you suggest. *How to Win Friends and Influence People. Written by Dale Carnegie and first published in 1937
  46. 46. Intel® Playbooks
  47. 47. 24 page Playbook focused on YouTube for employees and agency teams.
  48. 48. 27 page Playbookon Facebook for employees and agency teams
  49. 49. Poland: 12,408 Canada: 5,924 Pakistan: 34,897 Turkey: 7,754 US (WW): 287,566 Egypt: 2,174 Taiwan: 23,597* Philippines: 5,736 Vietnam: 9,761 India SSG: 14,908 Thailand: 15,069 Brazil: 2,020 Indonesia: 10,885 Singapore: 3,464 Malaysia: 11,708 Latin America: 4,630
  50. 50. “We have seen Exponential growth in 2010 in all markets across APAC, and we intend to keep it growing in 2011” Pakistan: 34,897 Taiwan: 23,597* Thailand: 15,069 Philippines: 5,736 India SSG: 14,908 Vietnam: 9,761 Indonesia: 10,885 Singapore: 3,464 Malaysia: 11,708
  51. 51. 24 page Playbook focused on Twitter for employees and agency teams.
  52. 52. Social Media Networks – Know What They Do Best Social spread Tagging photos and videos Responding to wall updates Content agnostic Increased content creation and user engagement Drive traffic Targeted advertising Conduit of information Real time, social search Influences the influencers Real time “focus group” and / or early warning system Open door to their data Drives traffic Humanizes the brand through video Content distribution platform Global Robust analytics High definition outperforms others
  53. 53. Special guest: Don says… “Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK.”
  54. 54. Increase the Happiness- Send them @replies on Twitter. - Come up with promos that reward those who choose to “Like” your brand on Facebook. - If you have to, “scream with reassurance” that what you’re offering is exactly what they’re looking for.
  55. 55. 3: Innovate.
  56. 56. Put yourself in our Rockstar TVC
  57. 57. Final Report – Rock Star Customized TVC: Most engaging online activity for Intel globally in 2010. Its interaction numbers were 104.8% higher than all the other global campaigns and extensions. The amount of time that users spent on the site each visit was 169.7% above benchmark. Achieved page views to the site was 613% above benchmarked. Reached 173 countries globally (73% of the world) even though it was launched only in India. Chosen as site of the day on (favorite website globally.
  58. 58. Help a friend fix a bad relationship
  59. 59. Final Report – Tech Therapy 1.2million video views in the first 4 weeks. 3.14 Million video views over the Campaign time period of 8 weeks. Up to 7% CTR on Video Banners vs. 1% CTR estimated average 196% traffic amplification through sharing. The Tech Therapy Campaign outperformed First Half 2010 Australia Intel Core Campaign in terms of total Clicks and CTR. In 7 weeks.
  60. 60. Find out if you are Smarter than your friends.
  61. 61. Final Report – Intel Smart Challenge >90% loved/liked the game and would recommend it to others and played an average number of 4 times. The Trivia format worked well. Tech Smart, Visual Smart, Logic Smart and Music Smart were highest ranked. Preference for Core i family products increased: Recall of Core iX brands was high particularly for Core i7 (aided awareness increased >70%). Comprehension of key message benefits of new Core in terms of “smart” and “faster” performance is high. Brand preference for new Core was very high (especially for Core i7 at 62%)  significantly above those recorded among general PC consumers.
  62. 62. What we learnt from Innovations: Ensure traffic driving uses relevant keywords and doesn’t create high bounce rates. Half the visitors left a site without playing the game, possibly because the were not expecting what they received when they arrived. Campaigns that have a viral element to them should be monitored closely in order to ensure that there is no negative buzz. If there is, it needs to be managed well. Don’t underestimate engagement. With one of our digital programs we had to buy 2 more servers to help manage the first 1-2 weeks of traffic. New Technologies need adequate time and shouldn’t be rushed.
  63. 63. Special guest: Don says… “Everybody else’s tobacco is poisonous. Lucky Strikes’ – is toasted.”
  64. 64. 4. Moderate Closely.Embarrassment can be damaging
  65. 65. Moderation of commentsGood, Bad, But Not Ugly Intel is Awesome GoodContent Intel is too Expensive NotPositive Intel is @#$%@ Ugly Intel confidential
  66. 66. Moderate your Facebook Clearly identify your business and marketing objectives When building the page, pay attention to consistency and representing your brand Limit the number of posts - just a few times per week is enough Listen to your audience - try different ways to engage them Keeping your Page updated with fresh and meaningful content Posting Updates including video and photos is highly encouraged Familiarize yourself with Facebook-provided metrics Always use URL-shorteners with link tracking If something goes wrong, contact Intel’s Social Media Center of Excellence and your manager And…..understand and be prepared for an ever changing platform
  67. 67. Moderate your Twitter Auto-tweets from an RSS feed can turn off your followers and is not recommended Automated direct messages, avoid those services Be careful what you retweet, sometimes people retweet content with out actually clicking through to see where the link really leads Too much “me, me.”, keep tweets interesting and relevant Too much. General rule of thumb is to check around to see what others are doing, look for negative (or positive) feedback and adjust accordingly Not enough. The other side of the content coin is that you don’t tweet enough. What is enough? Find out what your audience is doing w/your tweets (re-tweeting, replying) and adjust
  68. 68. final thoughts…
  69. 69. GLUE with Word or Mouth. CONVERSATION is the new CONTENT Influence those conversations. GRASS ROOTS connections are your goal Manage local, gain Global. Embrace new tools to measure ROI Social Media is not free. Cost Reductions and/or Increased Revenue can be driven through customer service and greater exposure.
  70. 70. Thanks Don, you’ve been a great guest… any last thoughts? “You want some respect? Go out there and get it for yourself.” 
  71. 71. Video: The Chase
  72. 72. Thank
  74. 74. Notable credits - A stunning film from Will Hoffman and Daniel Mercadante to accompany Radiolab's Words episode. With an original score by Keith Kenniff. Radiolab's Words episode: Kenniff: - On October 6, 2010, Ryan Powszok  How to Win Friends and Influence People is one of the first bestselling self-help books ever published. Written by Dale Carnegie and first published in 1937, it has sold 15 million copies globally.[1]