The first of a two-part series with Becky Brown, Director of Social Media, Intel
Intel has been an innovator for many years in the technology world, so it is no surprise that they would lead the way in social media, as well. When innovation is in your corporate DNA, good things happen. The company’s expertise, of course, goes well beyond the components at the core of our technology networks. Its Pre-Commerce efforts, led by director of social media Becky Brown, are an excellent example of how a largely B2B company can reach not only business customers, but consumers as well.
Here are thoughts from Becky on how she balances B2B and B2C efforts, as well as the rivers of data from both of those avenues.
Q: Intel is often interested in reaching its B2B customer. Do you see any differences in how you reach customers online B2B versus B2C?
Yes and no. The approach is the same: listen, analyze, create, engage and measure. But the way to engage and the content you use will vary dramatically. For example, a business technology manager might be more interested in communities and discussions around hot topics to their business, while consumers are looking at ways to enrich and improve their lives. Facebook tends to be more effective reaching consumers, while LinkedIn is more effective in reaching business decision makers.
Q: We have more data at our fingertips than ever before. How is Intel listening and learning from this data?
Yes, we do have more data than ever, and it’s our role as marketers to turn that data into actionable insights. At Intel, we have invested in listening tools and analytics, because that’s where your marketing process should begin.
- Listen to your customers. What are they saying about you, about your brand? Where are they having these conversations? Who are your key influencers?
- Analyze what you’ve learned. Develop your marketing objectives and strategies by identifying who you want to engage with and how you will measure your effectiveness.
- Create the content. Make it engaging, relevant, interesting, inspirational, sharable, and snackable—and use those assets to build communities.
- Engage. Find the right places for your conversations based on what you’ve learned through the listening process and based on your objectives. Go to your audience; don’t assume they will come to you.
- Measure what matters. Measuring for the sake of measuring is pointless. Use different tools to measure what’s relevant to your business and your various goals.
Q: How do you learn and stay on top of all this?
Social media is such an exciting place to be for corporations. We are all learning professionally and personally. The younger generation is growing up with social media as part of their daily lives. Having thousands of friends, and spending hours on Facebook is part of what they consider normal. They will shape our future, and learning what they expect and want is critical to staying ahead of the curve.
I also follow and admire many leading industry experts as they keep the pulse on what’s happening from a global perspective. Our social media organization at Intel is filled with real social media thought leaders who have been at the heart of our efforts. I learn something new from them every day.
Thank you Becky. Appreciate you sharing your insights. We’ll have post #2 this Wednesday.
All the best, Bob
Note: Intel is a client of WCG