The Secrets to Intel's Incredible Facebook Engagement

The Secrets to. intel's Ineredible Facebook Engagement INTRODUCTION he rise of the Intel brand is one of the most unique marketing stories in the tech industry. Intel serves as a shining example of "ingredient branding." As a commodity brand selling primarily to computer manufacturers, Intel has nonetheless managed the tricky task of generating derived demand from consumers - consequently increasing its market share. In an effort to differentiate itself from its competitors, Intel fashioned itself into a premium consumer brand. In 1991, "Intel Inside" became the first trademark in the electrical component industry. In 1991 only 24 percent of European PC buyers were familiar with the Intel Inside™ Logos. By 1995, that number had risen to 94 percent. Through the combination of its premium brand status and the large number of cooperative marketing programs (over 1,000 PC makers are currently licensed to use the Intel inside logos), Intel has become an industry standard. But how significant is the contribution of social media? Intel's Social Media efforts are in many ways a natural extension of its leap frog strategy of marketing to the end user. Social media is pervasive and stimulating: it allows Intel to maintain engagement during the periods in between product launches. Social engagement land engagement of all kinds) only helps to further the perception of Intel as the standard for quality. This infographic will illustrate how Intel has been using social media, and more specifically content Facebook marketing. to further pursue its marketing initiatives. FACTS ON THE CROUND as of June 2013 Intel is st Intel has. 20M: AMONG TOP BRANOS IN Intel has the facebook "Likes" "PTAT" (people talking about this) 134th At the time of this Infographic, Intel has the fiighest PTAT metrič of all the top 50 most popular brands on Facebook. "L.19M: MOST POPULAR FACEBOOK PAGE "PTAT" (people talking about this) Intel is the 24th Coca Cola being the most popular 67M Likes 60% MOST POPULAR BRAND ON FACEBOOK SALES INCREASE ..IN THE FIRST YEAR OF THE INTEL INSIDETM INTEL RANKS AT. CAMPAIGN ON INTERBRAND'S 2012 LIST OF TOP 100 BRANOS INTEL MAKES ABOUT 1 POST A DAY ON FACEBOOK CONTENT CATEGORIES INTEL POSTS CAN BE BROKEN DOWN ROUCHLY INTO THESE CATEGORIES. 3/10 THE FRACTIONS INDICATE THE RELATIVE CONTRIBUTION OF THE CATECORY TO THE LAST 100 FACEBOOK POSTS MADE BY INTEL AT THE TIME THAT THIS LIST WAS COMPILED. IVEN THAT MUCH OF INTEL'S AUDIENCE ARE TECH ENTHUSIASTS, MOST POSTS IN ALL CATEGORIES ARE SCIENCE AND TECHNOLOCY RELATED. THE PRIMARY IDEAS INTEL HOPES TO PLANT INSIDE VIEWERS AND THIS IS EVIDENT ACROSS ALL OF THEIR MARKETING PLATFORMS - ARE THAT INTEL IS AT THE CUTTING EDGE, AND THAT WHAT IS INSIDE THE COMPUTER MATTERS. TO THAT END, INTEL SEEKS TO BE BOTH ACCESSIBLE AND INFORMATIVE IN THEIR CONTENT MARKETING HEADS EFFORTS. 1. 320 100 ASSORTED MEMES POSTS IN THIS CATEGORY SPAN FROM COMICAL TO INSPIRING, THEY DO NOT AIM TO Veu noed ta ske o for ork inhours we you ure you want o py ag PROMOTE ANY SPECIFIC PRODUCT; INSTEAD THEY REINFORCE THE CULTURAL RELEVANCY OF THE BRAND. PRODUCT POSTS THESE POSTS DO NOT 20/00 RESEMBLE A SALES PITCH. POSTS IN THIS CATEGORY ARE COLORED BY THEMES OF INNOVATIVE TECHNOLOGY AND CULTURE. I VIEWER PARTICIPATION 19/100 Founday THESE INCLUDE TRIVIA AND OPINION RELATED QUESTIONS GIVEN TO VIEWERS, REQUESTS FOR LIKES AND SHARES AND IMAGE BASED BRAIN TEASERS. 4. NEWS INFORMATIVE CONTENT THE IN- STRUCTION- AL ASPECT OF THESE THE NEWS 15 POSTS CAN CATEGORY BE PRODUCT INCLUDES 15 100 RELATED OR HARDWARE Intel SIMPLY J00 UPDATES, CONDUCIVE AWARENESS OF A MORE SCIENTIFICALLY IN- POSTS AS WELL AS FORMED LIFESTYLE - ONCE AGAIN, ANNOUNCEMENTS FOR REINFORCING THE RELEVANCY AND IMPORTANT DAYS AND IDENTITY OF THE BRAND. EVENTS. KEYS TO SUCCESSFUL ENGAGEMENT HIS LIST IS BASED ON THE CHARACTERISTICS FOUND IN INTEL POSTS THAT REFLECT THE COMPANY's WINNING MARKETING STRATEGY. THE POINTS ON THIS LIST ARE LARGELY ADAPTED FROM ADVICE CIVEN BY EKATERINA WALTER, INTEL'S SOCIAL MEDIA STRATEGIST IN HER OMI CLASS, TIPS AND TRICKS OF SUCCESSFUL FACEBOOK GROWTH." ITS IMPORTANT TO NOTE THAT EACH CHARACTERISTIC LISTED HERE CAN BE A FORCE MULTIPLIER FOR THE OTHERS AND SHOULD BE USED IN COMBINATION. FOR INSTANCE, "BE FAMILIAR WITH THE AUDIENCE" CAN REPEATEDLY FEEDBACK INTO "BE ACCESSIBLE" WHICH EFFECTS THE WAY THE BRAND ASKS ITS AUDIENCE QUESTIONS, WHICH THEN INFORMS FAMILIARITY AND SO ON THROUCH A CONTINUOUS CYCLE OF ITERATIONS. TO OUOTE PAM DIDNER THE CLOBAL INTEGRATED MARKETING STRATEGIST FOR INTEL "IF CONTENT IS KING, THEN CREATIVE IS OUEEN." ON THE SUBJECT OF DICITAL MARKETING AT LARGE, PAM DIONER EMPHASIZES THE IMPORTANCE OF STORYTELLING AND ARCUES THAT THE CHOSEN MESSACE SHOULD ALWAYS DIRECT THE CHOSEN MEDIUM OF DELIVERY. IN PURSUIT OF THE PRIMARY OBJECTIVE OF MARKETING (TO INFLUENCE THE BEHAVIOR OF CUSTOMERSI, COMMON PERCEPTION AND EXPERIENCE CAN BE A BRIDGE BETWEEN THE COMPANY AND ITS CUSTOMERS INTEL DEFINES ITS VISION OF THE TECHNOLOCICAL WORLD IN THE MINDS OF THE PUBUC, ANO THEN PLACES ITSELF AT THE CENTER OF THAT VISION. LINKS TO FURTHER RESOURCES ARE PROVIDED BELOW. VISUAL CONTENT MAKES UP THE LARGE MAJORITY OF POSTS MADE BY BE VISUAL: INTEL, AND FACILITATES POINT NUMBER Two. BE ACCESSIBLE: BEING ACCESSIBLE MEANS BEING SUCCINCT, RELEVANT AND ENGAGING ALL AT ONCE. RECALL THE CONSCIOUSNESS RAISING IMPERATIVE OF THE "INTEL INSIDE" CAMPAIGN. POSTS SHOULD BE SHORT, WITH IMMEDIATE APPEAL ANDA SUBSTANTIVE MESSAGE CONTENT SHOULD BE OPTIMIZED FOR SHARING; ENGAGEMENT IS THE PRIMARY GOAL BE FAMILIAR WITH YOUR AUDIENCE RELEVANCY IS THE KEY FACTOR HERE: CONTENT SHOULD BE IN CONVERSATION WITH ITS AUDIENCE. FAMILIARITY GIVES CONTENT PRODUCERS THE POWER OF OPTIMIZATION AS WELL AS A CREATIVE EDGE. THERE ARE MANY TOPICS AND SUBJECTS TOo EXPLORE WITH CONTENT; THE RIGHT NARRATIVE CAN ONLY BE FOUND THROUGH EXPLORATION AND REFINEMENT. ASK QUESTIONS: THIS TACTIC VERY OBVIOUSLY HARKENS BACK TO THE LAST POINT. INTEL PUTS A GREAT DEAL OF FOCUS INTO MAKING THEIR POSTS INTERACTIVE. THIS HAS PROVEN TO BE A VERY EFFECTIVE STRATEGY FOR INCREASING ENGAGEMENT. INTEL MAKES A CONCERTED EFFORT TO REACH OUT TO ITS FANBASE. CHECK OUT MORE THE IMPACT OF PHOTOS INFORGRAPHICS ON FACEBOOK http://bit.ly/11n5g31 by wishpond THE IMPACT OF HOW USERS INTERACT TWITTER ON BRANDS ON PINTEREST http://blt.ly/10JBya5 http://bit.ly/WIX08V Sources: http://www.toprankblog.com/2011/09/intel-globalize-editorial-planning/ http://prezi.com/r4suovvh27dv/marketing-case-study-intel/ http://www.onlinemarketinginstitute.org/blog/2013/03/how-to-increase-engage ment-on-facebook-company-page/ http://www.eetimes.com/electronics-news/4401696/Dennis-Carter--Behind-the-l ntel-Inside-campaign?page Number=0 http://www.onlinemarketinginstitute.org/tips-and-tricks-of-successful-facebook- growth/?utm_source=blog&utm_medium=text&utm_campaign=class http://pamdidner.com/savory-bites-blog/2011/07/18/content-is-king-creative-is- queen-how-to-keep-the-king-and-queen-in-the-whole-game/ http://www.intangiblebusiness.com/news/marketing/2005/11/ingredient-brandin g-case-study-intel