Becky BrownIntel

Listening, Learning, and Changing

®

How Big Brands Use Social Media

San Francisco | June 20, 2011

SocialMedia@Intel

Becky Brown

Director, Social Media

Pioneer Operationalize Scale

Multi-Year STRATEGY

The Role of the BRAND…..Everything

Social Media DNA…..Everywhere

Moving from the

RATIONALto the

EMOTIONAL

Museum of ME is Emotional

Social Media Roadmap

1. Become Your Own Publisher

2. Centralize

3. Mature listening

4. Harness and formalize brand ambassadors

5. Manage risk carefully

8

CONTENT Syndication Network

From News To STORIES

Centralized Approach

Maturity ModelsTools & Infrastructure

Training, Governance, GuidelineInfluencersStrategies

Insights & analytics

Start With ONE and Go Deep

Mature Listening GLOBALLY

Real-TimeRESPONSE

Using DATATo understand VALUE

Brand AMBASSADORS

Start WithEMPLOYEES

Manage RISK

• Educate employees• Be prepared• Mitigate: protect, detect,

respond• Administration hub &

access rights • Align tightly with PR and

crisis mgmt

SIMPLIFYRules of Engagement

Disclose l Protect l Use Common Sense

Learn more about upcomingand past BlogWells:

http://socialmedia.org/blogwellor

live@socialmedia.org

®

How Big Brands Use Social Media

San Francisco | June 20, 2011