Intel Social Media Strategy

Have just watched this video from becky brown, social media director at Intel, where she discusses their current centralised social media strategy, tools platforms and their journey to their position today.

Intel has been developing their use of social media channels for a couple of years and understands that the majority, 80%, of the conversations around their brand and products take place on blogs and twitter.  However there was a growing use of Facebook within the business which at 250 individually created and managed pages, it was difficult to co-ordinate and manage multi market campaigns.

Following a review of their 250 Facebook pages  and 250 Twitter handles/account  presence,  Intel took the decision to change their social media strategy from being decentralised to a centralised global strategy underpinned by

  • internal guidelines
  • training programs
  • content editorial
  • publishing schedules

complemented by a suite of publishing Vitrue, listening, Radian6, & internal reporting tools.

This centralised strategy allows them to listen and respond globally, locally or to individuals, based on the context of the conversation.

Intel also use, a global community of brand ambassadors, who are identified as influencers, either throgh their online activity around the intel brand and/or range of products and are invited to join an intelambassadors program, where they are given pre-launch info about products and encourgaed to blog, comment and spread the word globally about Intel, their brand and products.

This is the start of their emerging strategy and ince the facebook strategy is underway, the next challenge is the 350 Twitter accounts…….

    Chevron – Corporate Marketing Linkedin Strategy Development

    Jeordan Legon of Chevron, the energy company, recently presented their corporate social linkedin centred communication strategy. Chevron, have developed and currently run a strategic corporate marketing social campaign, whose main focus is the development of a community of energy leaders on LinkedIn, which uses Facebook, Youtube and Twitter.  The project has

    Listening & Learning
    Listened to conversations for 2 years

    • Identify key community support and facilitation channel
    • Linkedin is primary channel
    • Additional Facebook, Youtube and Twitter channels

    Identify community member profiles

    • Leaders the energy industry
    • Energy industry knowledge experts
    • Energy industry business partners

    Identify key goals for community

    • High levels of engagement
    • Repeat Visits
    • relevant online discussions about energy

    Engage with community   
    When engaging with the community Chevron, identified key areas to focus on:

    • Identify key individuals to invite to community
    • Identify key subject areas
    • Energy
    • Doing business with Chevron
    • Create community guidelines
    • Create, Manage and moderate community content

    Integrate into other communication strategies
    As a TRUSTED developed and engaged community Chevron can channel campaigns through the community to drive traffic back to websites, surveys, other conversations on other channels.

    “we agree” http://bit.ly/oC5QVz

    Grow and develop
    As a trusted, community within their target audience, which is depicted in the
    chart below:

    Chevron now has an engaged community to drive their online communications
    strategy.  They combine an internal team, who are responsible for the data to day management of the community, for educating other internal teams in their use and success of social channels and are in partnership with external teams:

    • Listening insight, reporting and tools
    • Linkedin as a community platform and insight partner
    • Communications to help with individual campaigns

    To hear the full presentation and view the slides, click on the video below and review the slides at the bottom.

    BlogWell San Francisco Case Study: Chevron, presented by Jeordan Legon

      US Universities accelerate their use of Social Media

      We are working with an education client and came across some interesting research from the University of Massachusetts, http://bit.ly/qfCSrB in August 2011, which demonstrates the adoption rates of one or more social media channels is almost 100%.  The chanels are used in 3 primary areas, student acquisition, on-going communication programs and gaining an insight into how students live today.  The graphs have been taken from the research report.

      The primary public social channels are Facebook, Twitter, Youtube and Linkedin with University hosted social tools including blogs, forums/messageboards, video blogs and podcasting.

      Social media is recognised by the universities as a key tool in the recruitment of students and also in gaining insight into the lives and online behaviour of potential, current and alumni students.

      To see the research in detail please click http://bit.ly/qfCSrB

      Do you have any examples of good university and higher education social media case studies to share?

        Social Commerce

        What is Social Commerce?
        In todays world social commerce is an online store on Facebook, as this is the largest social network with the most global brand and global user base.

        Who is experimenting in Social Commerce?
        We are seeing a number of  different consumer companies experiment with social as a new channel to both engage with customers on their purchase journey and provide them with a place to buy their product or service through the social channel, be that social networks like Facebook and Twitter or as an app for smartphones and tablets.

        Facebook & Twitter
        Facebook and Twitter are the primary social networks companies are experimenting with social commerce platforms.  Twitter was the first channel where brands gave consumers the opportunity to buy, not in the social network, but were directed straight to a point of purchase.  In 2008, Dell was one of the first companies to use Twitter in this way, communicating daily deals with a direct link to a page where they can purchase the product.  Dell reported revenues US$6.5m through this channel in the first 2 years.

        Facebook provides additional functionality through the ability to create a fully functioning e-commerce application on their site.  ASOS the UK based online fashion retailer, has taken advantage of this an in January 2011, launched  a fully functioning store on Facebook.  Their customer experience combines that of their store, with access to their full range of stock, plus the social aspects of Facebook, where you can share the clothes you are looking at and purchasing with friends.

        The travel industry is another area, where we are seeing the ability to book flights with Delta Airlines, hotel rooms with Hilton Hotels and a holiday with HolidayIQ.

        jwtintelligence, have published their social commerce research which discusses their observations and findings on social commerce, Facebook, consumers social and interest graphs.

        Social Commerce (July 2011)