impact of social media on your marketing strategies | nigel dessau, amd | istrategy singapore 2010

iStrategy Singapore: 1 December 2010

Meet the Boss TV LIVENigel Dessau, Chief Marketing Officer, AMD

www.the3minutementor.com

| The Impact of Social Media on Your Marketing Strategies | January 2010 | 2

Social Media at AMD is…

• At a minimum, a two-way conversation

• Emphasizes relationship-building

• A means of spreading messages and influence

• Capable of supporting messages from all corners of brand

Social Media’s Role

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Social Media at AMD is NOT…

• A new way of push-marketing

• A Facebook or Blog strategy alone

• Only for B2C

• A replacement for messaging discipline

The Shift from “Traditional” to “Social”

• No new taxes

• No incremental headcount added

• Social media leverages existing core competencies

• Content is still king

• Content is optimized for the audience & channel

Video is still gaining in importance across all channels

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• Video is still gaining in importance across all channels

• Messages haven’t changed

• 140 characters has a “slimming” effect

• We are still focused on informing, influencing and supporting the AMD ecosystem

Driving and Enabling Social Media at AMD

Conversations(Listening, Talking, Spreading)

Community(Supporting, Energizing, Embracing)

Strategy & Oversight

PR

Partner MktgMarketing

Support

GMC

Connections

SM Steering Committee

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Enablement & Activation

Brand Sales

IMC

Everyone is responsible for any part of the AMD message

Top 5 Takeaways

5. Be Clear on Your Social Media Audience

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Top 5 Takeaways

4. Think Like an Editor

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Top 5 Takeaways

3. Honesty, Integrity and Transparency

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Top 5 Takeaways

2. Build a Coherent Approach or Strategy

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Approach or Strategy

Top 5 Takeaways

1. Be Your Brand –it’s about You

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Case Study: Battery Life

Position As the PC market moves from desktop to notebook, the importance of battery life increases as key buying criteria

Problem • The ‘existing battery life metrics’ are unrealistic of how people use PCs• From a usage point of video, AMD laptops have as good a battery life if not better • AMD needed to challenge the ‘existing battery life metrics’

Possibilities • Leave it to our partners to do for us

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Possibilities • Leave it to our partners to do for us• Run a traditional marketing campaigns• Run a Social Media campaign

Plan Deploy a social media campaign designed to engage the community to create legitimacy for change

BUT WE NEEDED A GOOD WAY TO TELL THE STORY

STANDBYTALK

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STANDBYTALK

4 hours* 20 hours*

*Number not based on actual measured data – shown for demonstration purposes only

Launched with CMO Blog

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Extending the storyline

Technical AMD Blog with white paper Analyst reports and articles

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Poor competitive responsesMainstream news media

The Community

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Battery Life Project - Status

Did we achieve our objective?

� To start the conversation? Yes

� Did we do it more effectively that standard press? Yes

� Did we do it cheaper than advertising? Yes

� To change battery life metrics? No, not yet

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What do we do next?

� All the thing you always need to – work eco-system, get partners engaged, change standards, etc.

But the community is now behind us!

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nigel.dessau@amd.com

Twitter: @nigeldessau