iStrategy Singapore: 1 December 2010 Meet the Boss TV LIVE Nigel Dessau, Chief Marketing Officer, AMD
Nov 01, 2014
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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 3
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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 4
• 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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 5
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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 11
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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 13
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
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 16
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!
| The Impact of Social Media on Your Marketing Strategies | January 2010 | 17
Twitter: @nigeldessau