TWTRCON DC 09 Brand Management


Published on

A case study presentation from TWTRCON DC 09:
AMD Senior Vice President and Chief Marketing Officer Nigel Dessau's presentation about how AMD used Twitter to change the conversation about batteries.

Published in: Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • .
  • TWTRCON DC 09 Brand Management

    1. 1.<br />
    2. 2. Thank You to Our Sponsors<br />OFFICIAL NETWORK SPONSOR<br />SPONSORS<br />BOOTSTRAP SPONSORS<br />
    3. 3. Follow Our Tweets<br />
    4. 4. Case Study The Brandividual<br />Nigel Dessau, Senior Vice President and Chief Marketing Officer, AMD | @nigeldessau<br />
    5. 5. Conversations, Communities and Your Brand<br />(&lt;140 characters)<br />Nigel Dessau, Senior Vice President and<br />Chief Marketing Officer<br />
    6. 6. Strategy<br />Case Study: Battery Life<br />Top Takeaways<br />Q&A<br />Agenda<br />
    7. 7. Approaching Social Media<br />No new taxes<br /><ul><li>No incremental headcount added
    8. 8. Social media leverages existing core competencies</li></ul>Content is still king<br /><ul><li>Content is optimized for the audience & channel
    9. 9. Video is still gaining in importance across all channels</li></ul>Know your audience<br /><ul><li>Additional channel to talk to target market
    10. 10.</li></ul>Messages haven’t changed<br /><ul><li>140 characters has a “slimming” effect
    11. 11. We are still focused on informing, influencing and supporting the AMD ecosystem</li></li></ul><li>Driving and Enabling Social Media at AMD<br />Everyone is responsible for any part of the AMD message<br />Strategy & Oversight<br />GMC<br />SM Steering Committee<br />Conversations(Listening, Talking, Spreading)<br />Community(Supporting, Energizing, Embracing)<br />Support<br />PR<br />Connections<br />Partner Marketing<br />Product Marketing<br />Sales<br />Brand<br />Enablement & Activation<br />IMC<br />
    12. 12. Case Study: Battery Life<br />Position<br />As the PC market moves from desktop to notebook, the importance of battery life increases as key buying criteria.<br />Problem<br /><ul><li>The ‘existing battery life metrics’ are unrealistic of how people use PCs.
    13. 13. From a usage point of video, AMD laptops have as good a battery life if not better.
    14. 14. AMD needs to challenge the ‘existing battery life metrics.’ </li></ul>Possibilities<br /><ul><li>Leave it to our partners to do for us.
    15. 15. Run a traditional marketing campaigns.
    16. 16. Run a Social Media campaign.</li></ul>Plan<br />Deploy a social media campaign designed to engage the community to create legitimacy for change.<br />BUT WE NEEDED A GOOD WAY TO TELL THE STORY<br />
    17. 17. True Battery Life Guidelines<br />3:05<br />5:34<br />STANDBY<br />TALK<br />ACTIVE TIME<br />RESTING TIME<br />20hours*<br />HWY MPG<br />CITY MPG<br />“Active Time” and “Resting Time” more realistically show battery usage in everyday scenarios.<br /><ul><li>Easy to communicate
    18. 18. Easy to understand
    19. 19. Better communication to consumer!</li></ul>4hours*<br />40MPG<br />29MPG*<br />
    20. 20. Launched with CMO Blog<br />
    21. 21. Extending the Storyline<br />Analyst reports and articles<br />RT @Pogue: My rant about the Great Battery Life Laptop Testing Scam is now online... AM Jun 25th from Echofon<br />RT @rahulgaitonde: David Pogue on how laptop makers are doing their best to obscure battery life figures: AM Jun 25th from Echofon<br />RT @PatrickMoorhead: &quot;BatteryGate&quot; coverage over at BSN quite interesting. Check it out here:<br />RT @Enderle: Newsweek is weighing in on notebook battery life benchmark issues (spoiler, you can&apos;t trust the benchmarks)<br />Technical AMD Blog with white paper<br />Bad competitive responses<br />
    22. 22. AMD Battery Life Discussion<br /><ul><li>300+ blogs
    23. 23. 100+ separate “Tweeters” involved
    24. 24. Discussed on the largest relevant tech sites (Slashdot, Engadget, etc)
    25. 25. High level of positive engagement (e.g. 150 comments on Slashdot, 46 on Engadget, etc.)</li></li></ul><li>Be Your Brand<br /> <br />
    26. 26. Top 5 Takeaways<br />5<br />Be Clear on Your Audience<br />4<br />Think Like an Editor<br />3<br />Honesty, Integrity and Transparency<br />2<br />Build a Coherent Approach or Strategy<br />1<br />Be Your Brand – It’s About You<br />
    27. 27. Disclaimer & Attribution<br />DISCLAIMER<br />The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors.<br />The information contained herein is subject to change and may be rendered inaccurate for many reasons. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes.<br />AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.<br />AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.<br />ATTRIBUTION<br />© 2009 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.<br />
    28. 28.<br />