Intel Architecture All Access
A master class technology series, featuring Senior Intel Technical Leaders taking an educational
approach in explaining the historical impact and future innovations in their technical domains.
Agencies
- Woodwork
- Ayzenberg
- Thndr Studios
- Dentsu / McGarryBowen
Partners
- Tech leadership team
- GTM team
- Cross-Portfolio marketing
- Client computing group
Roles and Tasks
- Global social media strategy
- Content distribution
- Community management
- Assist in paid social
- BTS content (photos and videos)
- Analytics and Reporting
- Social Asset Kits for LinkedIn
- Short form video creation and editing
- Copy creation and editing
- Agency and vendor management
Phase 1: Recognize our community
Some people will cut down a tree by spending 15 minutes to just swing that axe at the trunk. I spend 12 minutes on researching sharpening the axe and cuts at efficient angles, so I only exert 3 minutes swinging.
You absolutely must know your audience and community when you work in social media. There is no once size fits all and the nuances of difference, makes the difference. So I teamed up with Ayzenberg to do a deep dive into our community, social profiles and adjacent brand conversations to learn about habits, interests and sentiment around Intel Technology (You will see where we land ultimately in Phase 2).
We leveraged the power of TelmarHelixa, GWI and Tubular Labs in combination with social platforms analytics to uncover significant details of our community.
Phase 2: Align with north star goal
Intel was a globally recognized brand, but we had a problem: Intel was not recognized as a tech leader (currently, in comparison).
The goal was to increase the perception of Intel as a technological leader. Thus, our content adapted and one of our big activations became the Architecture All Access series. This became a yearly thing, naturally growing into our evergreen content but with separate budgets and resources. The beauty of all this was that we tapped into our own employees and internal resources for this.
We took extremely complex topics from Artificial Intelligence to Neuromorphic Computing, breaking it down to little digestible pieces. The content lived in both long form and short form, displaying animations, graphs and other visual cues beyond a boring talking head.
Artificial Intelligence
Phase 3: Deploy and maximize content
We developed a cadence of dropping videos that we sprinkled in between our evergreen content. The long form versions lived exclusively on YouTube while various short form videos were exported for other platforms. Beyond our own Intel Tech channel, we spread some of this to our AI, software and flagship handles. Each subject matter expert, employee and Intel Fellow we featured were provided LinkedIn social packages to aid in posts to their personal profiles. On the paid social and programmatic side, we ran multiple iterations of video cuts, continuously optimizing for clicks.
