how to globalize editorial planning

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INTEL CONFIDENTIAL 1

September 7th, 2011

Pam Didner

Global Integrated Marketing Manager

How to Globalize Your Editorial Planning

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INTEL CONFIDENTIAL 2

2011 Biz. Marketing Objective and Strategy

Objective

Hero Product

Audience

Comm. Strategy

• Increase Intel brand relevance

• IT Managers

• Signal business advantages

• Stimulate interests

• Engage with IT

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INTEL CONFIDENTIAL 3

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Social and search are rewriting the rules of audience engagement

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INTEL CONFIDENTIAL 4

Glob|al (glo’b l) adj: 1 round like

a ball; globe shaped 2 of, relating to or

including the whole earth; worldwide.

3 taking all the different aspects of a

situation into account.

e

Global Definition

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INTEL CONFIDENTIAL 5

Scalable Editorial Planning Process

The Holy Grail: Tight collaboration between HQ and Geo*

Prioritize Countries and Topics (HQ w/ Geo Feedback)

HQ-driven (w/ agency help)

Geo-driven (w/agency help)

Finalize Editorial Timeline (HQ) 2

Create Geo editorial calendar(HQ+Geo)

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Craft Engagement Plan (Geo) 4b Create Topic Marketing Kit (HQ)

Share Engagement Results (Geo) 5

Refine Editorial Planning, Marketing Kit (HQ w/

Geo feedback)

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4a

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* HQ = Headquarters Geo = Geographies or regional offices

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INTEL CONFIDENTIAL 6

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

2011 Dec

Topics Mobility Product Launch

#1 Windows 7 Migration

Product Launch #2

Cloud

Computing

Example of Global Editorial Calendar HQ recommendation

Virtualization

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INTEL CONFIDENTIAL 7

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

2011 Dec

China Mobility Cloud Computing Product Launch #1

Windows 7 Migration

EMEA (Europe, Middle East and

Africa)

Product Launch #2 Windows 7 Migration

Example of Geo Editorial Calendar within HQ framework

Virtualization Product Launch #1

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INTEL CONFIDENTIAL 8

Topic Marketing Kit

Intel Story

Messaging and Positioning

A list of content pieces • E-mail template, landing pages etc. • Case studies, webinars, social media conversation guide etc.

Search Terms

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INTEL CONFIDENTIAL 9

Search

Targeted Advertising

PR

Optimized Landing Pages

Local

Events

Direct Marketing

Selective Co-Marketing

Geo Plan Starts with Topic Marketing Kit

Topic Marketing

Kit

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INTEL CONFIDENTIAL 10

• Long lead time of producing a kit

Less topics, three is ideal

• Up and personal with all geos

Clear roles and responsibilities between HQ and Geos

• Content is king and creative is queen

Storytelling with simple creative

Key Learnings