Approaching Social Media<br />No new taxes<br /><ul><li>No incremental headcount added
Social media leverages existing core competencies</li></ul>Content is still king<br /><ul><li>Content is optimized for the audience & channel
Video is still gaining in importance across all channels</li></ul>Know your audience<br /><ul><li>Additional channel to talk to target market
www.twellow.com</li></ul>Messages haven’t changed<br /><ul><li>140 characters has a “slimming” effect
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 />
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.
From a usage point of video, AMD laptops have as good a battery life if not better.
AMD needs to challenge the ‘existing battery life metrics.’ </li></ul>Possibilities<br /><ul><li>Leave it to our partners to do for us.
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 />
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
Extending the Storyline<br />Analyst reports and articles<br />RT @Pogue: My rant about the Great Battery Life Laptop Testing Scam is now online... http://bit.ly/awcpc5:04 AM Jun 25th from Echofon<br />RT @rahulgaitonde: David Pogue on how laptop makers are doing their best to obscure battery life figures: http://bit.ly/awcpc5:06 AM Jun 25th from Echofon<br />RT @PatrickMoorhead: "BatteryGate" coverage over at BSN quite interesting. Check it out here: http://bit.ly/batterygate<br />RT @Enderle: Newsweek is weighing in on notebook battery life benchmark issues (spoiler, you can't trust the benchmarks) http://bit.ly/5Mw99<br />Technical AMD Blog with white paper<br />Bad competitive responses<br />
AMD Battery Life Discussion<br /><ul><li>300+ blogs
Discussed on the largest relevant tech sites (Slashdot, Engadget, etc)
High level of positive engagement (e.g. 150 comments on Slashdot, 46 on Engadget, etc.)</li></li></ul><li>Be Your Brand<br />http://3minutementor.wordpress.com/ http://twitter.com/3MinuteMentor <br />
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 />