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Hear/Do/Say: Managing Crises in Social Ali Ardalan & Rick Reed
Media & Analytics Strategist / Issue & Crisis Mgmt
April, 2011 – Boston, MA
Intel Marketing
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February 28, 2011“Intel Corporation announced the acquisition of McAfee, Inc. is complete.”
March 18, 2011“ Noisey.com Launches: New Music Discovery Platform Gives Viewers Front Row Seats to Watch the Best Emerging Bands Around the World ”
February 17, 2011“ Intel CEO Otellini Announces U.S. Hiring Plans, Investment of More than $5 Billion to Build New Facility in Arizona ”
Transforming the Firm’s Strategic Direction
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Innovative Programs targeted at Key Audiences
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2009 - >250 pages
- ~30,000 fans- Broadcasting platform- Lack of united brand presence; fragmented fan base
2010 - ~50 pages
- >300,000 fans- Strategic Engagement - Consolidated brand presence 2
011 - 1 main English page + 1
page per country- Single >1M fan community- Worldwide Strategic Engagement + Exclusive Programs
Then & Now: Intel’s Presence on Facebook
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Then & Now: Intel’s Presence on Facebook
• Small Central team of Social Strategists
• Manage social network site, agency & vendor relationships
• Set direction & develop guidelines
• Offer training & coaching
• Create SMP toolkit, with standards for measurement & analytics
• Build key internal relationships (Market Research, Risk, Support, Legal, Privacy)
• Build global operational models
• Evangelize externally & bring in BKMs
• Simplify & Enable
Social Media COE – Enabling Global Social Programs
GoodContent
NotPositive
Ugly
Intel is Awesome
Intel is too Expensive
Intel is @#$%@
http://intel.ly/fzxGLa
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Social Crisis Response @ Intel
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Q: What is Intel's follow-on to the Pentium? A: Repentium
Working in Social Since 1996
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• Issue Prevention (hear/say)
• Issue Detection (hear)
• Issue Response (hear/do / say)
A 3 Legged Approach
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• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It’s a conversation.
• Are you adding value?
• Your Responsibility.
• Create some excitement.
• Be a Leader.
• Did you screw up?
• If it gives you pause, pause.
Issue Prevention (hear/say)
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Detection (hear)
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• Issues forwarded to dedicated inbox
• Team launches key-word searches
• Issue team launched as required
Response (do)
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• Intel doing the right thing
• Protesters supporting legislation
• Protesters marching
• Team assembled
• Messages delivered
• Detailed process available
• Do good / Say good
Issue: Conflict Materials (do/say)
http://www.youtube.com/watch?v=XTvyEa9c8Is
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• Print Ad
• Sprinters ready to run
• Message: Use Intel products and multiply the power of your network and your employee’s productivity
Issue: Intel’s Sprinter Ad (do/say)
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Rick Reed, Issue & Crisis Management
Office: (408) 765-7551
email: [email protected]
LinkedIn: http://www.linkedin.com/in/ricktreed
Facebook: http://www.facebook.com/rick.reed
Ali Ardalan, Social Media Center of Excellence
email: [email protected]
Twitter: @aardalan
Let’s Continue the Discussion!
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