@jeffreyrbunch

Intel on Facebook

I recently had the pleasure of chatting with Intel’s Ekaterina Walter (@ekaterinawalter), Social Media Strategist, about the company’s social media strategy, including its Intel on Facebook presence.

Intel generated quite the buzz last month at the Consumer Electronics Show (CES 2010) in Las Vegas for several reasons:

• The launch of its new Core® processors;
• Its crowd-pleasing interactive cube display; and
• Its new Interactive Directory for Facebook.

Intel has been a leader in social media through its Social Media Center of Excellence, based in the Portland, Oregon area. The small but powerful group helps the company to develop and execute on its worldwide social media strategy. The group’s long-term work was recently featured on the Harvard Business Review blog. See Intel’s Social Media Training – The Conversation – Harvard Business Review

Walter is part of a team which also includes Kelly Feller and Bryan Rhoads, among others. The unit works in conjunction with other Intel divisions, such as marketing and legal, on both internal and external efforts. Intel has worked closely with Facebook and outside developers to create a one-of-a-kind presence which is as innovative as anything else that Intel does.

Intel’s thought-leading approach to social media

The Interactive Directory on Facebook is just the latest in a long line of innovation by the company in the area of social media.

Intel was one of the first major companies to recognize the need to provide guidance to its employees, in the form of company policies, on the proper use of social media and its tools. The company took it one step further, developing a curriculum and certification program for employees: Digital IQ. See Technology@Intel · Intel’s Social Media Story… by Bryan Rhoads.

The goal is to provide guidance, policies, and company-wide tools to help Intel employees interact on the Social Web. Like most companies, it started out as a grass roots project when social media appeared on the scene and there were no guidelines in place. That scenario can create chaos and risk for a company, but now one like Intel has a resource.

Walter puts the team’s mission this way, “We help teams bring social media into their strategy and look overall at our presence everywhere: Facebook, Twitter, Flickr, YouTube … Where are we and how should we represent our brand?”

The trick is not to be controlling, but to give guidance (including legal review) so that interactions by Intel in social media are authentic, but with structure.

“It’s a very fine balance,” said Walter. “You don’t want to kill the passion, take it over and say, ‘Now we’re in charge.’ … Education is a huge part: talking about risk, branding, trademark, privacy, HR issues. Educating without pushing.”

The training spreads social media “IQ” throughout the company. The nimble team does a lot with limited resources for a global company the size of Intel, developing playbooks for social media efforts that teams can execute.

“We’re extremely passionate about all things and creative,” Walter says about the Intel social media team. “When you put us all together, it’s amazing what you can do.”

The process employed by Intel is one many companies can emulate.

“Start with objectives and do it right. Why are you on that platform? Then figure out how to execute on each platform,” says Walter. Then, just as important, adapt and evolve. “You learn every day by engaging with your audience on each platform,” she added.

Intel’s new Interactive Facebook Directory

The Interactive Facebook Directory represents cumulative learning by the company since it has been on the platform. It has four portal entries for diverse topics: “Developers, Products and Technology, Students and Educators, and Discover Intel.”

“It says, here’s our presence (on Facebook),” says Walter. “It’s the first one ever designed that’s interactive. It guides you to what you’re looking for or you can browse on you own. It’s really basic but really helps folks to understand where they can go. It helps people to understand Intel has a bunch of pages but these are being maintained.”

Walter says the goal isn’t to simply create a large community, but to foster an engaged community and provide customer service, sales, and marketing support. The Facebook portal is another way for a B2B or B2C user to get information about the company as a complement to www.intel.com.

The company worked with an outside developer to build the application for the specialized Facebook platform. It is also designed to take advantage of the strengths of Facebook and not play into its weaknesses.

“Facebook is not a broadcasting tool,” says Walter. “What it is, is it allows you to build relationships; I don’t care if it’s in your personal life, professional life, or a company strategy.”

Walter notes most brands are perceived as monolithic and cold, so these types of presences “add a little color to your voice, more authenticity to it.

“It’s a myriad of things,” says Walter. “The community might answer its own questions. It’s a self-supporting community, but they can reach out to us and know they are going to be heard. (The response) is ‘they are actually interested and listening.’ It gives you a sense of knowing your voice and trusting your voice.”

Whatever strategies companies want to employ on Facebook and other social media platforms, Walter has some advice on how to approach it: don’t automate systems (if you can avoid it), be sincere, and don’t be fearful.

“If you’re afraid, fear will hold you back. If you’re afraid, you’re never going to go anywhere,” says Walter. “We do work with PR to post key topics, but we’re not bombarding people with stuff. A little bit of attention goes a long way; the passionate will bring along people who are neutral. If a huge percent of your audience is neutral, convert them to loyalists. It’s all about the relationships. Relationships take time, take resources, but you need to do it right.”

Related media

• Intel’s Social Media guidelines: http://www.intel.com/sites/sitewide/en_US/social-media.htm
• Intel’s Interactive cube at CES 2010 (@Scobleizer)

It wasn’t my best photo at all – in fact it was captured on a Blackberry Storm – but it’s nonetheless exciting that a photo of mine has been included in a Schmap.com Guide of Portland. We love that event and try to attend most every year. It appears that Schmap cruises Flickr for photos and asks for the right to publish them on mobile maps.

bluesfest2 by jeffreyrbunch

Hi Jeff,

I am delighted to let you know that your submitted photo has been selected for inclusion in the newly released ninth edition of our Schmap Portland Guide: Waterfront Blues Festival

According to its site:

“Schmap is a leading publisher of digital travel guides for 200 destinations throughout the United States, Europe, Canada, Australia and New Zealand. More than 90 million Schmap Guides have been downloaded since first release in March 2006: this phenomenally popular series can also be browsed online, with versions optimized for iPhone and Nokia users”

WordPress founder Matt Mullenweg (@photomatt), center, at Word Camp Portland (#wcpdx) @beerandblog prefunction. Jeff Bunch, 2009

Matt Mullenweg (@photomatt), founder of WordPress, is one of the most humble (and brilliant) guys you will meet.

Mullenweg gave us one of the Web’s most useful tools from a simple desire to improve blogging for himself and, eventually, the world.  This blog is an example of the idea in action.

Mullenweg was in Portland, Oregon last week for the second annual WordCamp Portland (#wcpdx).  It was a wildly successful event, largely due to the efforts of event organizer Aaron Hockley (@ahockley) of Vancouver, Washington and a group of dedicated volunteers and sponsors.  The event at Webtrends (@Webtrends) brought many WordPress gurus to the tech universe that is PDX.

Portland is the scene of a tech-centered group of wild-eyed dreamers who are some of the most supportive and talented developers whose depth would be hard to match in any other U.S. city.  Only the Bay Area, Austin, and Seattle can come close to the geek mojo of this city.

WordCamp was just the latest in a series of events which are organized mostly locally but which draw attendees from throughout North America.  In the past year, there have been at least a dozen world-class tech/Web events here, including: Bar Camp Portland, Innotech, Web Visions, Internet Strategy Forum Summit, Digital Journalism Camp, Open Source Bridge, DjangoCon, LinuxCon, and WordCamp Portland.

“I’m not much of a coder,” Mullenweg admitted in an engaging hour-long Q&A with the audience last weekend in Portland.

Yet he explained how, back in the day, he dove into improving upon the unsatisfying existing blogging platforms (such as Moveable Type) by getting under the hood and writing a little .php script.  It became the WordPress platform, morphed into the non-profit WordPress.org, and led to the founding of Automattic (“Inspired by you Striving to create good. Nothing is perfect”), a rapidly building empire which he heads.  He also created the akismet spam-busting comment verification tool.

Mullenweg has rightfully been recognized with the distinctions of:

• one of PC World’s Top 50 People on the We;
• Inc.com’s 30 under 30; and
• Business Week’s 25 Most Influential People on the Web

WordPress describes itself as “A semantic personal publishing platform with a focus on aesthetics, web standards, and usability.” It meets all of those criteria and, with the support of a wide-ranging user community, is improved upon every day. The amount of themes, plug-ins, and the like are increasing every day.  Its rise is not unlike that of the iPhone and Apple’s App Store.  There is certainly not the volume of development going on as there is for the iPhone, but there is less noise and more quality.

It’s all about the concepts which underlie the most successful businesses in the world: creativity, passion, dedication to quality:

“I am the founding developer of WordPress, the blogging software that runs much of this site and millions of other sites around the world. The website says WordPress is “a state-of-the-art semantic personal publishing platform” but more importantly WordPress is a part of who I am. Like eating, breathing, music, I can’t not work on WordPress. The project touches a lot of people, something I’ve recently begun to appreciate. I consider myself very lucky to be able to work on something I love so much.” – Matt Mullenweg, from his personal blog ma.tt.

His next big thing (I predict) will be the WordPress social media platform BuddyPress. To see an interview of Mullenweg while he was at WordCamp Portland, check out this one by @CamiKaos of strangelovelive.com.

Uploaded photos to Flickr from Word Camp Portland @beerandblog pre-function at the Green Dragon, attended by WordPress founder Matt Mullenweg #wcpdx. Above, Word Camp or organizer Aaron Hockley of Vancouver, WA, left, chats with Doug Coleman, center, and Mullenweg. It was a great pre-function to the two-day camp which begins on Saturday in Portland, Oregon at WebTrends.  Link is fixed (thanks justin k)