@PamDidner Global Integrated Marketing Manager

Intel Corp

Houston… We have a problem

If anyone, any geography or any division has the budget and resources, they can create content

as a result

We have TOO MUCH content

WE HAVE a lot of chest-beating content

Content for a wide array of audiences

Lack Of Focus?

Internal Stakeholders want

Their content to be uploaded to Intel.com, YouTube, and BE promoted on social media

Here’s my dilemma

o Anyone can generate content o The quality of content is mixed o No power to stop them o Can’t afford to lose their alliance o Demand for content promotion

My Approach?

If I can’t beat them, I join them

Help them to help me

Once I join them, I change them

The way to change them?

Get them to agree on

o  For whom they create content! Global Persona o  For what topic they create content ! Global Editorial topics

o  What the content should say ! Messaging and Story framework

Agree on “who”: Global personA

o Primary vs. Secondary o Agree on Primary target audience

Ravi,  IT  Manager    Med.  &  Lrg.  Business    Tech  Enthusiast  

External  Influencers  Organ

iza>

onal  AAtude

s  and

   Business  O

utcomes  

Use  tech  as  compe,,ve  advantage   p  

Willingness  to  pay  a  premium   $$$  

Early  tech  adopters   p  Employees  that  are  extremely  connected  and  extremely  dispersed   p  

Full  ,me  dedicated  IT  staff   p  

Techno

logy  In

frastructure  

#  of  sites   p  IT  Budget   $$$  

%  of  employees  with  a  dedicated  computer  

Computer  installed  base  

Computer  refresh  cycle  

>50%  installed  base  of  laptops   p  Server  installed  base  

Has  a  enterprise  class  data  center   p  Smartphone  installed  base  

Tablet  installed  base  

Currently  use  SaaS,  IaaS  or  PaaS   p  Server  virtualiza,on   p  Security  

88%

%  with  Dedicated  IT  Budget  

$10.4M  

Avg.  IT  Budget  

p  

Mean  Deployment  Size  

3,168  

329  

1,016  

420  

90%  

95%  

65%  

43%  

Technologies  in  Use  

p  

p  

p  

p  

IT Manager Persona (Global)

Influencers

IT Budget

IT Environment

Leveraging  Data  

Business  intelligence  tools  to  speed  the  ability  to  report,  analyze  and  store  data  (e.g.,  data  mining,  analy,cs,  data  warehousing,  etc.)  

�  Data  management  applica,ons  that  control,  protect,  deliver  and  enhance  value  of  data  and  informa,on.  (e.g.  ERP,  CRM,  transac,onal  databases,  etc.)  

�  

Capabili,es  to  improve  our  vendors’  or  partners’  abili,es  to  access  our  data.  (e.g.  web  portals,  B2B  gateways,  etc.)  

�  Business  process  capabili,es  to  improve  workflows  within  my  company  (e.g.  six  sigma,  business  process  modeling,  etc.)  

�  

Virtualiza>on  Desktop  virtualiza,on   �  Server  virtualiza,on  (e.g.,  expanding;  improving  manageability  etc.)   �  

Telework/  Mobility  

Capabili,es  to  enable  employees  to  work  from  home  (e.g.  VPN,  Citrix,  remote  access  to  the  company’s  network,  etc.)  

�  Enabling  employees  to  use  their  personally-­‐supplied  devices,  computers  or  phones  to  connect  to  the  company’s  network  

�  

Security  

Automa,ng  IT  management  (e.g.,  sobware  /  patch  updates)   �  Improving  compliance  with  regula,on   �  Improving  our  company’s  IT  security   �  

Other  

Improving  the  delivery  of  applica,ons  across  different  devices*   �  Giving  new  company-­‐supplied  compu,ng  tools  to  employees  such  as  smartphones,  tablets  or  similar  

�  Consolida,ng  or  integra,ng  our  data  centers,  network  and  storage  infrastructure**  

�  Capabili,es  to  accommodate  or  manage  data  growth  and  storage  needs   �  

Ravi,  IT  Manager    Med.  &  Lrg.  Business    

Tech  Enthusiast  

Very  High  

Security  

Very  High  

Very  High  

Very  High  

Collabora,on  

Mobility  

Informa,on  Mgmt  

IT Initiatives

Challenges/Pain Points

Establish Global Editorial Topics

o Understand their pain points and challenges o Map pain points and challenges to the products we can substantiate

Map IT Managers’ Pain Points with Intel’s Product Offerings and Thought Leadership

Virtualization

Tele- work

Big Data

Colla-boration

Security

Mobility

Cloud

Identify Global editorial topics

o  Big Data o  Cloud o  Mobile Productivity

Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov  

2013  Dec  

Topics   Mobility  Produc,vity  Product  Launch  Big  Data  

Example of Global Editorial Calendar

Cloud  

If you can get them to agree on

o Personas o Editorial Topics o Messaging and Story Framework

IT’s in the bag

Provide full support

o Paid and social media promotion Support o Dedicated program manager Support o Established metrics report out

Anything outside the topics and personas

You can try, but… you are on your own

Now, we have a team focusing on

Creating content for specific target audiences with relevant topics (Well, most of the time…)

Another way to help them to help me

Help Internal Stakeholders

o understand what content is out there o Know who is producing what o create content within content

Create content with a purpose

Create content within content

“The creation of a thousand forests is in one acorn.”

Ralph Waldo Emerson

Aka : Repurpose, Reuse, Refresh

Create content within content

Take long form content and create different formats

5 short blog posts

1 short video animation 3 Infographics 1 presentation

1 white board Video by Intel

Expert

1 Podcast interview of the

white paper author

12 content pieces out of one White Paper

One 18-page white paper

Create a Content Kit To scale to other countries

o Recommended content in different formats for Other geographies to use

o The local teams can pick, choose and localize it

Help them to help me

o Provide clear guidance on target audience and editorial topics to rally content creators o Align marketing effort and budget with key editorial topics o Educate Internal Stakeholders to create content within content