[...] his blog on Web Strategy, analyst Jeremiah Owyang believes that “many marketers get social media wrong, they apply traditional marketing tactics [...]

[...] Social Media, A Lateral Approach to Marketing For a company that’s a component of an end product, being top of mind is a key. I learned that 25% of the global audience prefers Intel over other brands, 75% may be indifferent. I suggested that new marketing using social media is a great way to get th (tags: Internet Marketing media Social) [...]

[...] change your lightbulbs…change your leaders!”), Jeremiah Owyang (just spoke at Intel’s sales conference) and others who quickly, regularly consumer tons of “content,” blog posts, news, [...]

I’d say that folks like Bob and many others are working to keep and improve “Intel relevance” in people’s lives — and breaking down internal barriers and changing behaviors for the better.

Intel continues working with so many big, media and small companies, so I believe our storytelling, tip sharing, the opening and joining conversations not only helps Intel remain buzzworthy…it breaths inspiring rhythm and beat into the devices that many other brands around the world create for consumers and businesses. It’s no longer “Intel today announced.” Instead, it’s more about seeing how Intel keeps innovating at breakneck speed and empowering others to do and make great things. Connecting and celebrating what we have in common strikes the best chord.

Great post as always, Jeremiah!

I have 2 angles/perspectives though – and I have still yet to work out how Social Media “fits” into my corporate world and this has really given me an insight – that’s it’s not me that needs to “make it fit”… (although targeting engineers/skills etc like E&Y have is a great idea).

Anyway, great food for thought yet again.
cheers xc

The fundamental challenge that most companies face is the focus on risk versus reward. This focus on risk inevitably hinders corporate activity where as for an individual the risk seems to be more easily absorbed. As an individual who uses social media day in and day out the focus on risk can be a challenge to fathom, but one that needs to be respected, understood and addressed. Although I appreciate your call for customer evangelism and the employment of Social Media marketing I can tell you from first hand experience to make this happen in a non-start up is easier said than done.

As a web strategist Social Media marketing is a huge interest and I look forward to seeing how it continues to develop for companies big and small.

Very insightful, thanks for the metaphor.

Your post is an excellent example of why it is so important that we do a better job connecting with end users to build brand relavance and prefence.

Take a look at this video from CES. http://www.youtube.com/watch?v=kU0z6xJloHA. Check out the reactions and the connections people have to our technology. They are not chip experts, but when they literally have the technology in hand, they understand the value.

Magicians have always performed and showed a story, but it is the audience who leaves and retells the story with amazement and such hyperbole that viral campaigns start without the magician saying a word, but merely doing what he does best, magic.

Companies should tell a story, give a performance(display your competitive advantage) and let the audience retell and build up the story.

Letting go is a key part in getting to this stage, but you explain it well. When will they learn?

I sure hope they read your excellent comment.

I realize that, to Intel, being “top of mind” is critical. However, I don’t think that’s a sustainable strategy, as Intel doesn’t really offer anything to the TYPICAL end consumer.

Just imagine if all of the components in your favorite electronics were blanketing media.

“BigCo LEDs are the best!!! Buy a monitor with them today!”

“MegaCo speaker membranes rock your world! Buy earphones only with the little green MegaCo Clarity logo.”

Maybe, back in the day, they saw a bump in sales with the Intel Inside campaign. It was novel, and people remembered it. At some point, however, the effect wore off.

In the long run, unless they sell the product directly to the end consumer, they are likely not getting true return on investment. Yes, I realize that they are doing incredible calculations constantly and have proof that they make money off of these campaigns.

However, consumers are not chip experts. Make your product the best product ever made and forge amazing relationships with the people that build things with your product. They are your true customers and will help evangelize it for you.

The small group of customers that actually thinks about that component is going to buy the product because your component is better, not because they saw a commercial.