Lately I’ve focused on individuals who build influence through the effective use of social media. Today I’ll talk about how Intel sets the standard for corporate social media excellence, using all manner of social media to engage its audience, inform, educate and build the brand. If you think Intel is just a nuts and bolts company, you’ll be surprised at how seriously they take the intangible world of social media engagement.
The company has firm control over its strategy through the Intel Social Media Center of Excellence. They’ve set down Social Media Guidelines so employees understand their rules of engagement – disclose, protect and use common sense. If you’re interested in learning more about the Center, Forrester Group has a case study “Intel's Social Media Center Of Excellence Responds In Real Time – A Social Computing Report” that is available for $499.
The company is everywhere – blogs, Facebook (over 10 million likes!), Twitter (over a quarter million followers!), YouTube (35 million video views!), Google+ and LinkedIn – but brings it together in their Online Newsroom, Free Press. Here fans can follow Intel in all of its social media glory or download a mobile app to keep in touch wherever they go.
Aware of the need to reach out to the next generation, Intel recently launched a beta version for a digital magazine, iQ by Intel. Optimized for mobile reading, iQ mixes original content with content from other sites and lets users vote on items to feature on the front page, or move up by sharing in a social media platform.
Social Media Thought Leader and Friend – Intel’s Ekaterina Walter
I’d like to introduce you to a personal friend of mine, and one reason behind this success, Intel’s global social media strategist, Ekaterina Walter. Under her leadership, Intel has seen an astonishing 10% to 12% monthly fan base growth. Her principles for Facebook engagement include original content, not just automated, and original videos, not just YouTube links.
In a two part Forbes magazine interview with Shel Israel, she is described as “the personification of a new Intel,” a “bridge builder,” and a person “whose goal is to connect all people and by so doing empower them.” Israel chose her as a social media thought leader based on his belief (and mine) that those with the most influence are those who share the most interesting and useful information.
Not only is Ekaterina one of the foremost social media thinkers, she also wins minds and speaks broadly on social media matters as well as the role of women in leadership and technology. She recently shared her personal journey at a TEDxPeachtree conference in a speech entitled “Perceptions are Reality. Or Are They? An Immigrant's Journey.”
She writes on social engagement for publications like Mashable, Huffington Post, and Fast Company. Her measurements for success include who is reached, how often and unique impressions. She encourages companies to understand their audience and provide content that resonates. I believe she will be a great addition to your writer roster because she is so open to sharing what she knows.
I see her as a second Scott Monty, the global head of social media for Ford Motor Company, who shares his personal perspectives on social media in his own blog. I think it’s a great idea when companies allow their people to make connections, like Ford did with Scott and Intel is doing with Ekaterina. Certainly food for thought as you develop your own social media strategy.