Georgeanna Liu and Chris James from AMD and Chris Neal from Chadwick Martin Bailey discuss how to better understand B2B Social Media. The presentation was originally delivered at the Social Media and Communities Strategies 2.0 Conference this May and discusses how to understand and prioritize social media marketing efforts for different target audiences

1. Understanding B2B Social Media: An AMD Case Study Prioritizing social media marketing efforts for different target audiences Presented by: Georgeanna Liu, AMDChris James, AMDChris Neal, CHADWICK MARTIN BAILEY June 2010

2. Today’s Webinar Who is Chadwick Martin Bailey? Today’s Speakers Today’s topic: How AMD and CMB conducted research to drive B2B social media strategies Q & A (please enter questions into the webexQ & A feature and we’ll answer them at the end) 2

3. Chadwick Martin BaileyCompany Facts Founded in 1984 Headquartered in Boston Global, Full-service provider Fully dedicated, vertical specific teams Specialization in social media, branding and segmentation Sweet Spot: when you want a supplier who will provide original ideas, not just a response to an RFP 3

4. Our Clients: We Partner with Leaders in a Range of Industries 4

5. Chadwick Martin Bailey: Our Specialties 5

6. Today’s Speakers:Chris Neal, Georgeanna Liu, Chris James 6

7. The Business Context

8. AMD At-A-Glance A leader in microprocessors and graphics 8 Founded: 1969 Headquarters: Sunnyvale, CA, USA Employees: ~11,000 worldwide 2009 Revenue: $5.4 billion “AMD is not a CPU and graphics company doing ‘Fusion.’ We are a ‘Fusion’ company that also makes theworld’s best discrete CPUsand graphicstechnologies.” —Dirk Meyer, AMD President & CEO

9. AMD Enables the Next Generation Finance Research and Science Government Billions of financial transactions are conducted quickly and efficiently every day by major stock exchanges around the world on AMD-based servers Four of the five fastest supercomputers in the world are powered by AMD processors The U.S. Census Bureau relies on AMD-powered processors to help power its Master Address File, containing more than 180 million addresses and locations where US citizens live and work. Cloud Computing Film Gaming Nearly 2 million AMD processors are engaged in cloud computing clusters worldwide. AMD has powered special effects in movies that collectively have netted more than $5.4 billion in worldwide box office revenues More than 50 million Wii consoles shipped to date run on AMD technology

10. AMD and Social Media AMD has been aggressively been using social media channels for marketing for some time 10

11. The Challenge

12. AMD’s challenge 12 AMD has a complex business model with widely disparate target audiences… Audience G Audience D Audience A Audience H Audience C Audience E Audience B Audience F Retailers Consumers OEMs (Original Equipment Manufacturers) Joe’s Electronics ACME Computers VARs (Value Added Resellers) Companies System Builders

13. AMD’s challenge 13 There’s pressure to use all media types for all audiences But resources are finite Audience C Audience F Audience G Audience D Audience B Audience A Audience E Audience H Social Networks Blogs Twitter Online Forums Other Social Media High time and/or budget investment level

14. AMD’s challenge 14 Audience C Audience F Audience G Audience D Audience B Audience A Audience E Audience H * ? ? ? ? ? ? ? ? Social Networks ? ? ? ? ? ? ? ? Blogs ? ? ? ? ? ? ? ? Twitter ? ? ? ? ? ? ? ? Online Forums ? ? ? ? ? ? ? ? Other Social Media AMD must be smart about marketing investment: can’t commit to blanket marketing of all target audiences And social media web-scraping tools did not tell the whole story… Who is talking or listening? What is the actual impact? * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

15. AMD’s challenge 15 Ultimately, AMD wanted to determine how much to invest in each form of social media, and do it more effectively Audience C Audience F Audience G Audience D Audience B Audience A Audience E Audience H * Social Networks Blogs Twitter Online Forums Other Social Media * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

16. The Questions

17. The Research Questions How do key target audiences form their opinions of AMD? What sources (people, things, places) can AMD use to influence them? Within those sources, what social media* are available to AMD to drive its brand perception? 17 1 2 * Social media is defined as blogs, online forums, social networks and micro-blogging (e.g., Twitter)

18. The Research

19. Primary Research to Understand the True Impact (and Potential) of Social Media Among AMD's Target Audiences Research design started with the target audience (rather than the communications medium) and worked backwards Recruiting: We did not use social media to recruit research participants (to prevent sampling bias) Techniques: Both qualitative/open-ended and quantitative research Audiences: Separate research modules for each unique target audience, spanning from extreme B2B to consumer segments 19

20. Separate sources of information (i.e., people: journalists, vendors, VARs, colleagues, fellow purchasers, etc.) from methods and media (i.e., ways in which these sources convey their information, be it social or non-social: e.g., static websites, print magazines, online forums, social networks, twitter, etc.) Considerations for Social Media Research 20 Audience C Audience D Audience B Audience A Audience E Sources Methods and Media * F2F Email PhoneSocial networks Websites TwitterBlogs Publications (online) Publications (print) Friends Companies Salespeople Journalists Indy bloggers Fellow consumers * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

21. Measure social media and non-social media within the same framework to identify how social media should fit within the overall marketing mix AMD views social media as part of the overall marketing mix; not as a pure-play The overall marketing mix (social and non-social) varies based on which specific target audience they are addressing Considerations for Social Media Research 21

22. Considerations for Social Media Research 22 Audience C Audience F Audience G Audience D Audience B Audience A Audience E Audience H * Social Networks Blogs Twitter Online Forums Other Social Media F2F Websites Web searches Email… * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

23. Considerations for Social Media Research Measured the impact of both sources and methods in different use-case scenarios Who people rely on for information (sources) and how they get that information (methods & media) depends on what they’re seeking information for (e.g., shopping, product support, general news, etc.) Helped AMD focus on the types of content that needs to be developed for each outlet (i.e., not corporate news: but specifics about what your product does) 23 General News/ Information Gathering Evaluating Products to Purchase Post-Sales Support

24. Lessons Learned

25. Lessons Learned (1) Research helps us understand what social media tactics will truly be effective as opposed to just doing things to check the box Sometimes the answer is “Not now, not here”, and that’s OK Audience A 25 Blog Twitter Online forum Facebook FriendFeed * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

26. Lessons Learned (2) 26 The extent of use of social media varies dramatically by different target audiences: For some target audiences, marketing efforts through social media are a good use of limited marketing resources; for others—social media will not reach them or impact them Audience C Audience F Audience G Audience D Audience B Audience A Audience E Audience H * Social Networks Blogs Twitter Online Forums Other Social Media * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

27. Lessons Learned (3) Use of social media (and media in general) varies by use-case scenario: social media can be very important for post-purchase product support, for instance 27 General News/ Information Gathering Evaluating Products to Purchase Post-Sales Support * Audience X Social Networks Blogs Twitter Online Forums Other Social Media * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

28. Lessons Learned (4) Social media efforts may need to involve non-traditional employees in brand-related efforts Some customers are much more likely to actively engage in conversations with product support or engineering teams than they would be with brand and marketing professionals or senior-level executives 28 * Tech Support Engineering Audience X Marketing Product Development Engineering * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

29. Lessons Learned (5) Not all social media are created equal: some specific outlets are used frequently and are highly influential, while many others are frequented but have little impact on brand initiatives or marketing outcomes 29 High * Audience X Social Media Impact Low * MOCK DATA ONLY: THESE ARE HYPOTHETICAL RESULTS

30. Questions? Trademark Attribution AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names used in this presentation are for identification purposes only and may be trademarks of their respective owners. ©2010 Advanced Micro Devices, Inc. All rights reserved. Follow us at: Twitter.com/cmbinfo Read more at blog.cmbinfo.com