issue_crisis_management
DESCRIPTION
Issue/Crisis Management and Addressing Social ChallengesIntel has been listening to the social web since 1996, when they experienced a design defect in one of their Pentium products. Ali Ardalan and Rick Reed will discuss how Intel uses Radian6 to measure the success of their marketing programs and manage issues that could damage Intel’s $32 billion dollar brand. They’ll also provide insight into some of the social challenges they face as Intel approaches 2011/12 with an ever-expanding product portfolio and international markets as social media is embraced around the globe.TRANSCRIPT
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Hear/Do/Say: Managing Crises in Social Ali Ardalan & Rick Reed
Media & Analytics Strategist / Issue & Crisis Mgmt
April, 2011 – Boston, MA
Intel Marketing
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February 28, 2011“Intel Corporation announced the acquisition of McAfee, Inc. is complete.”
March 18, 2011“ Noisey.com Launches: New Music Discovery Platform Gives Viewers Front Row Seats to Watch the Best Emerging Bands Around the World ”
February 17, 2011“ Intel CEO Otellini Announces U.S. Hiring Plans, Investment of More than $5 Billion to Build New Facility in Arizona ”
Transforming the Firm’s Strategic Direction
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Innovative Programs targeted at Key Audiences
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2009 - >250 pages
- ~30,000 fans- Broadcasting platform- Lack of united brand presence; fragmented fan base
2010 - ~50 pages
- >300,000 fans- Strategic Engagement - Consolidated brand presence 2
011 - 1 main English page + 1
page per country- Single >1M fan community- Worldwide Strategic Engagement + Exclusive Programs
Then & Now: Intel’s Presence on Facebook
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Then & Now: Intel’s Presence on Facebook
• Small Central team of Social Strategists
• Manage social network site, agency & vendor relationships
• Set direction & develop guidelines
• Offer training & coaching
• Create SMP toolkit, with standards for measurement & analytics
• Build key internal relationships (Market Research, Risk, Support, Legal, Privacy)
• Build global operational models
• Evangelize externally & bring in BKMs
• Simplify & Enable
Social Media COE – Enabling Global Social Programs
GoodContent
NotPositive
Ugly
Intel is Awesome
Intel is too Expensive
Intel is @#$%@
http://intel.ly/fzxGLa
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Social Crisis Response @ Intel
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Q: What is Intel's follow-on to the Pentium? A: Repentium
Working in Social Since 1996
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• Issue Prevention (hear/say)
• Issue Detection (hear)
• Issue Response (hear/do / say)
A 3 Legged Approach
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• Be transparent.
• Be judicious.
• Write what you know.
• Perception is reality.
• It’s a conversation.
• Are you adding value?
• Your Responsibility.
• Create some excitement.
• Be a Leader.
• Did you screw up?
• If it gives you pause, pause.
Issue Prevention (hear/say)
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Detection (hear)
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• Issues forwarded to dedicated inbox
• Team launches key-word searches
• Issue team launched as required
Response (do)
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• Intel doing the right thing
• Protesters supporting legislation
• Protesters marching
• Team assembled
• Messages delivered
• Detailed process available
• Do good / Say good
Issue: Conflict Materials (do/say)
http://www.youtube.com/watch?v=XTvyEa9c8Is
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• Print Ad
• Sprinters ready to run
• Message: Use Intel products and multiply the power of your network and your employee’s productivity
Issue: Intel’s Sprinter Ad (do/say)
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Rick Reed, Issue & Crisis Management
Office: (408) 765-7551
email: [email protected]
LinkedIn: http://www.linkedin.com/in/ricktreed
Facebook: http://www.facebook.com/rick.reed
Ali Ardalan, Social Media Center of Excellence
email: [email protected]
Twitter: @aardalan
Let’s Continue the Discussion!
