Simply said, Intel is doing great stuff. Much like the other companies I have profiled in this series (Cisco, Office Max, Texas Instruments and Newell Rubbermaid), this Fortune 500 company has implemented significant social business programs ranging from integrated marketing to internal communications, and even engaging with its technical community. I spoke with Kari Aakre, Intel’s director of consumer and social media inside the company’s Global Communications Group. She has a huge responsibility, from corporate branding and product awareness, all leveraging social media. Since her role is global, it’s critical that she work collaboratively with other social media practitioners throughout the huge company to make sure that the company’s social media strategies not only map to corporate business objectives, but are ubiquitous.
Q. [Jennifer] At a high level, please tell me about the company’s social media strategies.
A. [Kari] Intel’s objectives and supporting strategies in social media are focused in three key areas. We want to drive conviction for Intel and preference for Intel products through social media. In order to do this, we actively make social media a part of our integrated marketing, PR and business strategy. But we also know that integration of social media into campaigns will not be successful if we aren’t also enabling and empowering our employees to engage in these social media programs. From the infrastructure to the training for employees, to creating internal communities where employees can listen, share and respond with one another, we’re making sure the support is there for employees to participate both inside and outside the Intel walls.
Finally, and perhaps most important is the monitoring or listening to what’s being said about Intel and our industry, bringing feedback inside the company, and using the listening model to help us respond when and where appropriate. Of course there are areas or topics where it’s sometimes not appropriate to engage in public discussions online, including some financial topics, legal matters, etc., but there are many places where our customers and consumers are talking and we can learn from them.
Q. When considering new social media strategies, what is your first move…To hire? To invest? To seek out market data?
A. Our first move is focused on seeking out market insights, listening and learning and then investing as needed, whether that is through budget allocation or people resources or some other form of investment. We’ve found that we have so many employees inside the company who are already very active in social media and bring a tremendous amount of experience and expertise to the table. We’re tapping those people, as well.
