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…….