Intel actively engages with customers, developers, partners, employees on various social media sites.

1. Analysis & Outlook
Social Media Marketing Strategy Case Study – Intel Inc. presence on Facebook, YouTube
Intel was one of the first companies that adopted social media, actively present on major social
media platforms like Blogs, Facebook, Twitter, YouTube, etc. and also uses social network
styled platforms both internally to engage with employees and externally to engage with
community. The company currently has 75 Intel-related accounts with nearly 180,000 followers.
The company has 19 different topical or regional blogs. The company has 11 communities in
several different languages plus software community for developers. Intel’s Facebook presence
comprises 50 Facebook Fan Pages in different countries, led by Facebook.com/Intel, which has
1.5 million fans, plus a YouTube Intel Channel.The company is everywhere - blogs, Facebook
(close to 23 million likes, close to 400,000 people are talking about the company on Facebook),
Twitter (close to 2.2 million followers, more than 400 tweets and more than 1,150 followers!),
YouTube (2 channels, close to 5,000 videos, more than 45 million video views and close to
63,000 subscribers!), Instagram(more than 200 posts and close to 6,000 followers), Google+,
LinkedIn, etc. Intel Free Press is a tech news site from Intel Corporation, covering technology
and innovation stories focused on people, technology, events and topics relevant to Intel and the
computing industry.
Under Intel’s global social media strategist, Ekaterina Walter leadership, Intel has seen agood
10% to 12% monthly fan base growth. Her principles for Facebook engagement include original
content, not just automated, and original videos, not just YouTube links. In August 2012, Intel’s
campaign “How computers were made” post on Facebook attracted 102,5K+ likes in a week
since it was published on August 9. More than 34,069 people have chosen to share the link,
while 3,258 commented on it. 80%, of the conversations around Intel and products happen on
blogs and twitter. Facebook usage within the business has also increased with 250 individually
created and managed pages which was becoming difficult to co-ordinate and manage multi
market campaigns. After reviewing 250 Facebook pages and 250 Twitter handles/account
presence, Intel took the decision to alter their social media strategy from being decentralized to
a centralized global strategy supported byinternal guidelines, training programs, content
editorial, publishing schedules, supplemented by a suite of publishing Vitrue, listening, Radian6,
& internal reporting tools.This centralized strategy allows them to listen and respond globally,
locally or to individuals, based on the context of the conversation.
Intel’s marketing is not just about hardware, chips and engineering--“experience” is the new
focus. "People don’t buy processors…they buy experiences," said David Veneski U.S. Media
Director, at Intel Corporation. “You need to turn a moment into a momentum, and a momentum
into a movement,” Veneski said. Projects like Intel’s Museum of Me use social media to
encourage users to create a “visual archive of their social life.” Another campaign, “Intel
Ultrabook Temptations” is a collaborative social experiment to assesshow desperate people will
be to get their hands on the product. In this experiment users are encouraged to jump around on a
custom-built measurement device to generate their “excitement” rating and the event is captured
on video and shared socially as the feature on Intel’s YouTube page.
Rajesh Prabhakar
Analyst Bio @ http://socialmediacases.blogspot.com/

2. Analysis & Outlook
“The focus has shifted from being iconic to posting a status update," said Veneski which makes
Intel more humanized and relatable to the consumer. Intel is embracing social media and using it
as a key element to understand the driving factors behind day-to-day experiences. Intel’s
products are at the core of technologiesthat people use, and users like to capture those
experiences, talk about them, and share them with friends, families and others.Through blogs,
video, and social networks like Twitter, Intel is actively onboarding new customers’ faster and
strengthening relationships with existing customers. Like most companies, the online community
was initially built by marketing. "It is integrated into our marketing plan," explains Laurie
Buczek, who heads enterprise marketing for Intel's Storage Group and works closely with the
leaders of Intel's 3,000 to 4,000 salespeople. Intel also uses YouTube, which enables product
managers to vividly demonstrate new technologies and Twitter (@Intel). Intel’s Social Media
Center of Excellence sets the strategy and guidelines for all social media content across the
company’s far-reaching locations and business units.
Rajesh Prabhakar
Analyst Bio @ http://socialmediacases.blogspot.com/