Intel is known for trying out a variety of social media efforts, for better or for worse. They experiment, and continue to learn and iterate, I give them continual credit and reference them in presentations. One particular activity of note is what I learned from David Veneski, he tackled the join vs build question and made the call to join.
Earlier this year, I visited Intel up in Seattle (correction: Portland) and spoke to David Veneski, a marketing manager, and spoke to his group about social computing strategies. He had deployed some successful marketing efforts, and reached communities where they existed, he had efforts to reach early tech adopters in Digg, as well as Slashdot. Both of these communities are rabid passionate tech communities that are self-thriving and require little attention from outside sources to be successful.
[Savvy brands join communities where the exist, rather than solely trying to coax customers to the corporate website through disruptive tactics]
In the case of Digg, Intel funded development of new features, and became a sponsor of the creation of “Digg Arc” a visualization feature. This associative play tied the Intel name with early tech adopters, as well as got dugg. Next they brought forth some of Intel’s top engineers to have a conversation with the Slashdot community, and apparently it was so successful that the amount of questions became unwieldy to respond to.
The moment of brilliance was when David said that one of the requirements of his marketing efforts was to not link to Intel.com. Rather than try to join a community then pull them away, the marketing efforts joined the community and stayed there –likely where the trust is highest (see data).
As a result, David fished where the fish were, and avoided trying to suck the members off the community they were part of. Marketers are often measured on the amount of traffic they generate to their corporate website, but in this case, Intel will have to measure using different attributes such as interaction, viral spread, and maybe even a survey.
Rather than coax users to your irrelevant corporate website, savvy brands will fish where the fish are.