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How to Globalize Your Editorial Planning




                                                     Pam Didner
                             Global Integrated Marketing Manager
                                                     September 7th, 2011
          1
1   INTEL CONFIDENTIAL
2011 Biz. Marketing Objective and Strategy

                            Objective   • Increase Intel brand relevance



                         Hero Product



                            Audience    • IT Managers


                                        • Signal business advantages
                              Comm.     • Stimulate interests
                            Strategy
                                        • Engage with IT



          2
2   INTEL CONFIDENTIAL
Social and search are rewriting the
      rules of audience engagement

                                          .




          3
3   INTEL CONFIDENTIAL
Global Definition

                           Glob|al (glo’b l) adj: 1 round like
                                             e
                            a ball; globe shaped 2 of, relating to or
                            including the whole earth; worldwide.
                            3 taking all the different aspects of a
                            situation into account.




          4
4   INTEL CONFIDENTIAL
Scalable Editorial Planning Process

                The Holy Grail: Tight collaboration between HQ and Geo*


           1        Prioritize Countries and Topics (HQ w/ Geo
                    Feedback)


           2         Finalize Editorial Timeline (HQ)




                    HQ-driven                           3        Create Geo
                                                                 editorial
                                                                                           Geo-driven
                                                                 calendar(HQ+Geo)         (w/agency help)
                    (w/ agency help)


         4a          Create Topic Marketing Kit (HQ)                                4b   Craft Engagement Plan (Geo)



                                                                                    5    Share Engagement Results (Geo)

           6        Refine Editorial Planning, Marketing Kit (HQ w/
                    Geo feedback)




          5    * HQ = Headquarters               Geo = Geographies or regional offices
5   INTEL CONFIDENTIAL
Example of Global Editorial Calendar
       HQ recommendation



                                                                 2011
                         Dec   Jan   Feb     Mar      Apr      May     Jun      Jul    Aug     Sep      Oct    Nov       Dec




                         Windows 7   Product Launch                          Product Launch                      Cloud
              Topics     Migration        #1
                                                            Mobility
                                                                                  #2
                                                                                              Virtualization
                                                                                                               Computing




          6
6   INTEL CONFIDENTIAL
Example of Geo Editorial Calendar
          within HQ framework


                                                                       2011
                            Dec    Jan     Feb       Mar     Apr      May      Jun   Jul     Aug    Sep   Oct       Nov          Dec




                              Windows 7
                                                  Product Launch #1                    Mobility                 Cloud Computing
                 China        Migration




                 EMEA       Windows 7 Migration            Product Launch #1          Product Launch #2         Virtualization
(Europe, Middle East and
                  Africa)




             7
 7     INTEL CONFIDENTIAL
Topic Marketing Kit



                                       Intel Story


                         Messaging and Positioning


                                         Search Terms


                         A list of content pieces
                             • E-mail template, landing pages etc.
                             • Case studies, webinars, social media conversation
                             guide etc.




          8
8   INTEL CONFIDENTIAL
Geo Plan Starts with Topic Marketing Kit

                                                  Search




                           Selective                                Targeted
                         Co-Marketing                              Advertising

                                                 Topic
                                                Marketing
                          Direct                   Kit
                         Marketing                                          PR




                                        Local                 Optimized
                                     Events                 Landing Pages


          9
9   INTEL CONFIDENTIAL
Key Learnings

     • Long lead time of producing a kit
         Less topics, three is ideal

     • Up and personal with all geos
          Clear roles and responsibilities between HQ and Geos


     • Content is king and creative is queen
         Storytelling with simple creative




         10
10   INTEL CONFIDENTIAL

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How to Globalize Editorial Planning

  • 1. How to Globalize Your Editorial Planning Pam Didner Global Integrated Marketing Manager September 7th, 2011 1 1 INTEL CONFIDENTIAL
  • 2. 2011 Biz. Marketing Objective and Strategy Objective • Increase Intel brand relevance Hero Product Audience • IT Managers • Signal business advantages Comm. • Stimulate interests Strategy • Engage with IT 2 2 INTEL CONFIDENTIAL
  • 3. Social and search are rewriting the rules of audience engagement . 3 3 INTEL CONFIDENTIAL
  • 4. Global Definition Glob|al (glo’b l) adj: 1 round like e a ball; globe shaped 2 of, relating to or including the whole earth; worldwide. 3 taking all the different aspects of a situation into account. 4 4 INTEL CONFIDENTIAL
  • 5. Scalable Editorial Planning Process The Holy Grail: Tight collaboration between HQ and Geo* 1 Prioritize Countries and Topics (HQ w/ Geo Feedback) 2 Finalize Editorial Timeline (HQ) HQ-driven 3 Create Geo editorial Geo-driven calendar(HQ+Geo) (w/agency help) (w/ agency help) 4a Create Topic Marketing Kit (HQ) 4b Craft Engagement Plan (Geo) 5 Share Engagement Results (Geo) 6 Refine Editorial Planning, Marketing Kit (HQ w/ Geo feedback) 5 * HQ = Headquarters Geo = Geographies or regional offices 5 INTEL CONFIDENTIAL
  • 6. Example of Global Editorial Calendar HQ recommendation 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch Product Launch Cloud Topics Migration #1 Mobility #2 Virtualization Computing 6 6 INTEL CONFIDENTIAL
  • 7. Example of Geo Editorial Calendar within HQ framework 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch #1 Mobility Cloud Computing China Migration EMEA Windows 7 Migration Product Launch #1 Product Launch #2 Virtualization (Europe, Middle East and Africa) 7 7 INTEL CONFIDENTIAL
  • 8. Topic Marketing Kit Intel Story Messaging and Positioning Search Terms A list of content pieces • E-mail template, landing pages etc. • Case studies, webinars, social media conversation guide etc. 8 8 INTEL CONFIDENTIAL
  • 9. Geo Plan Starts with Topic Marketing Kit Search Selective Targeted Co-Marketing Advertising Topic Marketing Direct Kit Marketing PR Local Optimized Events Landing Pages 9 9 INTEL CONFIDENTIAL
  • 10. Key Learnings • Long lead time of producing a kit  Less topics, three is ideal • Up and personal with all geos  Clear roles and responsibilities between HQ and Geos • Content is king and creative is queen  Storytelling with simple creative 10 10 INTEL CONFIDENTIAL