BlogWell Seattle Social Media Case Study: Intel, presented by Bryan Rhoads


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In his BlogWell Seattle case study presentation, “From Pioneering to Practice: Intel’s Social Media Revolution,” Intel’s Bryan Rhoads shares how Intel maximizes their social media efforts through training their employees to become social media practitioners so that they are well versed in how to use social media appropriately and effectively.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

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BlogWell is produced by GasPedal and the Social Media Business Council.

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  • Probably our most successful efforts to date have been:The IT@Intel BlogSoftware communitiesBoth because they are peer-to-peer focused communication vehicles, and not necessarily marketing channels. The IT@Intel blog shared real-life stories about how Intel’s own IT department was solving business problems using technology. The Software communities help connect software developers.
  • After looking back on our accomplishments and programs, we started to see some interesting commonalities and correlations among our programs.
  • Pattern represents Intel’s overall social media adoption.Can also be broken down by each initiative.
  • Not all social media are created equal. As an example, Podcasting or blogs my not suit your target audiences. However, as new forms of social media see a rise in grassroots adoption, this is the time to analyze these grassroots movements against your target audiences, your business objectives.Leverage and learn from the pioneers, what are their techniques? Is there unique etiquette for authentic participation.Does all of this warrant a Pilot?
  • Slashdot - ArsTechnicaexmapleModeration is keyBe transparent & folks will supportFail quickly & make changes next timeDon’t forget techniques & etiquetteStick to Good, Bad & Ugly rule.Another learning: Learn & leverage passionate pioneers but not necessarily right folks to lead to next phase; Different skillset
  • BlogWell Seattle Social Media Case Study: Intel, presented by Bryan Rhoads

    1. 1.
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    3. 3. @bryanrhoads<br />
    4. 4. 2004<br />2005<br />2006<br />2007<br />2008<br />2009<br />Intel Social Media Evolution<br />YouTubeChannel<br /> RSS<br /> Podcasting<br /> Communities<br /> Blogs<br />IntelTwitter<br />IntelFacebook<br />IT @ Intel Blog<br />Listening & Engagement<br />Planet Blue<br />Employee Blogs<br />CEO Blog<br />@bryanrhoads<br />
    5. 5. 2005<br />Inflection Points<br />IT Blog Pilot<br />2006<br />2007<br /> Blogs<br />Grassroots blogging<br />@bryanrhoads<br />
    6. 6. A Pattern Emerges: G.R.O.W.<br />Widespread Adoption<br />Operationalize<br />Research<br />(ResultsTesting)<br />Grassroots<br />@bryanrhoads<br />
    7. 7. … G.R.O.W.<br /><ul><li>Learn from Pioneers
    8. 8. Techniques and Etiquette
    9. 9. Marketing/PR Objectives
    10. 10. Risk Mitigation
    11. 11. ROI & Measurements
    12. 12. Culture
    13. 13. Global
    14. 14. Early Strategy Phase
    15. 15. Governance & Guidelines
    16. 16. Integration
    17. 17. Roles & Responsibilities </li></ul>Grassroots<br />Results (Pilots)<br />Operationalize<br />Widespread<br />@bryanrhoads<br />
    18. 18. Pilot Examples<br />Slashdot & ArsTechnica are the properties of their respective brands. <br />@bryanrhoads<br />
    19. 19. The Good, The Bad, But Not The Ugly<br />Intel is Awesome<br />GoodContent<br />Intel is too Expensive<br />NotPositive<br />Intel is @#$%@<br />Ugly<br />@bryanrhoads<br />
    20. 20. Social Media Center of Excellence<br />Measurement<br />Comms<br />Strategy<br />Skills/People<br />Policy<br />Listening &Insights<br />Integration<br />Process<br />@bryanrhoads<br />
    21. 21. Social Media Guidelines<br />Win – Win<br />Eases managements concerns<br />Framework for increased participation<br />Everyone is on same page<br />Transparency<br />HR, PR, Legal, Grassroots<br />35 languages<br />@bryanrhoads<br />
    22. 22. Digital IQ<br />Global training for external Social Media Practitioners<br />Presented by key Intel SMEs and SM COE – 30 mins<br />SM Guidelines serve as backbone<br />Intel Strategy<br />Legal & Security Cautions<br />Moderation policy<br />Best Practices<br />@bryanrhoads<br />
    23. 23. Training - Digital IQ 500<br />@bryanrhoads<br />
    24. 24. Training - Digital IQ 500<br />@bryanrhoads<br />
    25. 25. CES 2010<br />“Intel Cube of Awesome”<br />@bryanrhoads<br />
    26. 26. What’s Next?<br />More Integration<br />Global Programs<br />Mobile<br />@bryanrhoads<br />
    27. 27. Go #GROW @bryanrhoads<br />