Creating an editorial planning for one region is not difficult. Implementing an editorial planning on a global scale can be challenging. The presentation shares Intel's attempt to globalize their BTB editorial calendar. Pam Didner is the Global Integrated Marketing Manager at Intel.

1. How to Globalize Your Editorial Planning
Pam Didner
Global Integrated Marketing Manager
September 7th, 2011
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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
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3. Social and search are rewriting the
rules of audience engagement
.
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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.
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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
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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
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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)
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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.
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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
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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
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