BlogWell Dallas Social Media Case Study: AMD, presented by Jon Peters

SocialMedia.orgVideo Case Studies

Jon Peters

Contesting to Drive Awareness, Advocacy, and Revenue

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

January 24, 2012socialmedia.org/blogwell

CONTESTING TO DRIVE

AWARENESS, ADVOCACY &

REVENUE

Jon Peters

AMD

2 | AMD Holiday Promotion Social Media Summary | January 2012

3 | AMD Holiday Promotion Social Media Summary | January 2012

1. Drive brand awareness to

“Technology Oriented

Females” & “Mainstream”

consumers

2. Grow “Mainstream”

consumer Fan base on

Facebook.com/AMD

3. Increase Advocate base &

increase purchase intent

through contesting

Program Goals

4 | AMD Holiday Promotion Social Media Summary | January 2012

4. Identify Enthusiasts + Gaming

Advocates to help drive revenue in

2012

5. Increase Enthusiasts + Gaming

“Fan” engagement with brand

Targets

1. 96K tab views

2. 6K new fans

3. 6K potential Advocates

4. 24K shares

5. 36K submissions

5 | AMD Holiday Promotion Social Media Summary | January 2012

Technology

Oriented

Female &

Mainstream

Consumer

6 | AMD Holiday Promotion Social Media Summary | January 2012

Enthusiasts +

Gaming

7 | AMD Holiday Promotion Social Media Summary | January 2012

GATED PAGES

8 | AMD Holiday Promotion Social Media Summary | January 2012

1 2

3

4

1 2

3

4

9 | AMD Holiday Promotion Social Media Summary | January 2012

SHARE ON NEWSFEED

10 | AMD Holiday Promotion Social Media Summary | January 2012

NOVEMBER 21

PROMOTION START

37K views

31 shares

53 comments

11 | AMD Holiday Promotion Social Media Summary | January 2012

BLOG ON GAMING.AMD.COM

(16K views)

12 | AMD Holiday Promotion Social Media Summary | January 2012

BLOG ON AMD.COM & TWITTER HAPPY HOUR

15K views

166 shares

35K reached

22 comments

6 shares

13 | AMD Holiday Promotion Social Media Summary | January 2012

FACEBOOK STATUS UPDATES

14 | AMD Holiday Promotion Social Media Summary | January 2012

FACEBOOK STATUS UPDATES

15 | AMD Holiday Promotion Social Media Summary | January 2012

FACEBOOK STATUS UPDATES

16 | AMD Holiday Promotion Social Media Summary | January 2012

TWEETS

17 | AMD Holiday Promotion Social Media Summary | January 2012

TWEETS

18 | AMD Holiday Promotion Social Media Summary | January 2012

ANNOUNCE WINNERS!

19 | AMD Holiday Promotion Social Media Summary | January 2012

ANNOUNCE WINNERS!

20 | AMD Holiday Promotion Social Media Summary | January 2012

ANNOUNCE WINNERS!

21 | AMD Holiday Promotion Social Media Summary | January 2012

TARGETS

1. 96K tab views

2. 6K new fans

3. 6K potential Advocates

4. 24K shares

5. 36K submissions

22 | AMD Holiday Promotion Social Media Summary | January 2012

METRICS – CONSUMER

97K tab views

45K submissions

35K shares

23 | AMD Holiday Promotion Social Media Summary | January 2012

METRICS – ENTHUSIAST + GAMING

110K tab views

53K submissions

51K shares

24 | AMD Holiday Promotion Social Media Summary | January 2012

TOTALS TIED TO PROGRAM GOALS

207K tab views

20K “new” fans

57K potential Advocates

86K shares

98K submissions

1

2

3/4

5

5

1-5; reference ties to program goal

25 | AMD Holiday Promotion Social Media Summary | January 2012

PARTNERS

socialmedia180.com

shortstack.com

26 | AMD Holiday Promotion Social Media Summary | January 2012

CONTACT DETAILS

Jon.Peters@AMD.com

Facebook.com/AMD

@AMDNotebook

@JonRpeters

27 | AMD Holiday Promotion Social Media Summary | January 2012

BACK UP

28 | AMD Holiday Promotion Social Media Summary | January 2012

Consumer Publications

NYLON

Maxim

MyGloss

Geek Sugar

Life

Style Weekly

Techlicious

29 | AMD Holiday Promotion Social Media Summary | January 2012

HardOCP

PC Perspective

Legit Reviews

Hardware

Secrets

Pure Overclock

PC Stats

Electronista

José A. Vilches

X-bit Labs

Hubert Nguyen

Absolutely

Windows

Neoseeker

Hot Hardware

Anandtech

Tom’s Hardware

Daily Tech

AMDzone

Enthusiast + Gaming Publications

30 | AMD Holiday Promotion Social Media Summary | January 2012

GOALS

1. Generate purchase intent and (ultimately) revenue through contesting

and building advocates

2. Develop a “NEW” fan base on Facebook (Mainstream Consumers)

3. Drive Product Awareness to (Mainstream) Consumers

4. Increase purchase intent (and loyalty) with Enthusiasts / Gamers

5. Promote Brand and Fan engagement thru contesting

6. Grow Fan based and identify Advocates to drive ultimately drive

revenue

SocialMedia.orgVideo Case Studies

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

January 24, 2012socialmedia.org/blogwell