Intel: From Pioneering to Practice- Intel’s Social Media Revolution — Live from BlogWell

4:30 — Andy Sernovitz introduces Intel’s Senior Online Strategist, Bryan Rhoads.

4:30 – Bryan makes everyone fake laugh.

4:31 – Bryan talks about Intel Social Media Evolution.  Inflection Points – grassroots blogging.  Started as a pilot and was successful.

4:34 – Bryan talks about a pattern that emerged called G.R.O.W that can be applied to any social media campaign.  Grassroots, Research, Operationalize, Widespread Adoptions.

4:35 – Bryan elaborates on G.R.O.W

1. Grassroots – learn from pioneers. Techniques and Etiquette.

2. Results (pilots) – marketing/pr objectives, risk mitigation, ROI and measurements.

3. Operationalize – governance and guidelines, integration, roles/responsibilities.

4. Widespread – culture/global/early strategy phase

4:37 – Bryan gives pilot examples. For Slashdot project– they weren’t ready to launch when they were initially suppose to… but were transparent so most people were forgiving.

4:38 – Bryan talks about accepting the good and the bad, but not the ugly and about being upfront.

4:39 – Bryan talks about Social Media Center of Excellence. Everyone works closely with all divisions when working on social media. Measurement, strategy, PR, etc.

4:40 – Bryan talks about Intel Social Media Guidelines.

1. Win-win.  Eases management concerns, framework for increased participation, everyone is on the same page, transparency.

2. HR, PR, Legal, Grassroots.

3.  35 languages. Also recently updated with new FTC guidelines.

4:41 – Bryan talks about Digital IQ.

1. Global training for external Social Media Practitioners.

2. Presented by key Intel SMEs and SM COE – 30 mins.

3. SM Guidelines serve as backbone

4. Intel Strategy

5. legal and security cautions

6. Moderation policy

7. Best practices.

Anyone can get up to speed on Social Media after taking this course. Must take this course if getting involved in SM at any level.

4:43 – Bryan talks about Training – Digital IQ 500. Write what you know – know what you write. Stick to your subject matter and expert subject. If outside your expertise, say so. Use first person, include disclaimers, respect brand, trademark, and copyrights.

4:44 – Bryan talks about CES 2010 (Intel Cube of Awesome)

4:46 – What’s next? More integration, global programs, and mobile.  Where are next strategic campaigns going to happen? What are global programs that we can do that will translate across borders? Mobile is going to be huge – what are the social media apps we should be looking at?

Q&A

Q: Andy – asks about training program.  What was origin of SM program?

A: Bryan – Certified to be social upon completing course.  Planet Blue is used for social media alerts. Origin of SM program – started with blogs. SM team was initially only team equipped to write guidelines.

Q: Good, bad and ugly?  More specifics?

A: Bryan – Moderation is up to content provider.  It’s to each person’s discretion if they created the content.

Q: How do you manage situation where employee has a blog and discussion turns to another subject…. and blogger is asked something out of their reach.  What is the scope of what employees can answer?

A: Bryan – Depends on how sensitive the material.  This could be a slippery slope.  We created multi-author blogs but each has an owner.  Stick to subject matter – if someone asks you something you don’t know – point them elsewhere.

Q: When it comes to training, how often do you review policy?  Are you asking people to re-train?

A: Bryan – Some don’t need it, some do.  Used to be blogcentric – now that’s different so it depends.  Every 2 years or so people re-train.  Guidelines are updated quarterly if they need to be.

Q: Enlighten us on listening.

A: Bryan – My team owns listening.  Using tools and trying to get other people to use them (SMPs).  Using as tools of choice to go out and participate.

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