managing global, multi-lingual content on a large scale
TRANSCRIPT
1INTEL CONFIDENTIAL
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Managing Global, Multi-Lingual Content
on a Large Scale
Pam DidnerGlobal Integrated Marketing Manager Intel Corp
September 5th, 2012
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HQ GEOSCollaborate to Scale Content Globally
HQ = Headquarters Geos = Geographies or Regional Marketing
Objective
Hero Product
Audience
Comm. Strategy
• Increase Intel brand relevance
• IT Managers
• Signal business advantages• Stimulate interests• Engage with IT
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2012 Biz. Marketing Objective & Strategy
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Research Editorial Calendar
Intel Narrative
Methodology
Content Creation
*The Holy Grail:
Tight collaboration
between HQ and Geo
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Research: IT Managers’ Top Concerns
Cloud Computing
Data ManagementConsumerization of IT
Virtualization
OS Migration
Security
System Batch Updates
Network Management
Connectivity
Server Upgrade
Management of Mobile Devices
Management of PC fleet
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Cloud Computing
Virtualization
Network Management
System Batch Updates
Mobility
Connectivity
Before Finalizing Editorial Topics: Topic Consolidation and Evaluation
Mobil Device Management
Security
Topic Evaluation:•User Scenarios• Product Features•User Benefits• Benchmarks• Proof Points
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Product
Launch #1Mobility
Cloud
Computing
Product
Launch #1
Product
Launch #2Virtualization
CH
INA
EU
RO
PE
Give Geos Choices...
Editorial Calendar: Global/Geo Example within HQ framework
GLO
BA
L
Aug NovJulJunMay OctAprMarJan SepFeb
Product
Launch #1Mobility
Product
Launch #2Virtualization
Cloud
Computing
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Intel Narrative
IT ChallengesIndustry Trends
User Benefits Proof points
Benchmark
Intel Products
Showcase Intel Products in the Context of Editorial Topic
Discover Intel Story
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• Headline
• Alternate Headline
• Short Copy
• Long Copy
Template of an Intel Narrative
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Components of an Intel Narrative: Headline
Lead Headline: • Focus on your business instead of your PCs.
Alternate Headlines: •The first rule of business: Simplify. •Maintenance and security made easy. •Performance you expect. Simplicity you’ll appreciate.
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Components of an Intel Narrative: Short Copy
Short Copy Example:If you own a small business, the last thing you need is a PC maintenance or security problem that brings your operation to a halt. Now Intel® Core™ processors with Intel® Small Business Advantage give you built-in IT support to help keep your PCs up and running.1,2 Once configured, this state-of-the-art technology automatically manages routine maintenance tasks like data backup and software updates.3 Even better, it can perform these tasks after-hours so your employees don’t have to stop work while their PCs catch up.4 It also provides an added layer of protection by continually monitoring your security software and letting you know if it has been compromised.4 For small business owners who want amazing performance and PC protection, Intel Core processors with Intel Small Business Advantage finally let you have it all.
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Components of an Intel Narrative: Long Copy
Small business owners have enough on their plates without having to worry that their PCs aren’t running at peak performance. Many can’t afford the luxury of a dedicated IT professional, so it’s up to the owners to make sure that their employees are working with the latest software updates on secure, virus-free computers. Any interruption in PC performance means a sharp decline in productivity and the possibility of missing deadlines, shipments, releases and any of the other promises a small business must keep in order to succeed.
Intel® Core™ processors with Intel® Small Business Advantage were designed to help you maintain and protect your PCs automatically.1 With an intuitive User Interface, you’ll easily configure this state-of-the-art technology to run routine data backup and software updates after-hours, so your PCs are ready to go the moment your employees turn them on.3,4 It also continually monitors your security software and alerts you if it has been compromised by viruses and other unwanted intruders.2,4 With Intel Small Business Advantage, you’ll get optimal running PCs and peace of mind. And best of all, it’s completely built-in.2
Increased Productivity with Easy PC Maintenance and Operations
Most small business owners don’t have the time or desire to stand over their employees to make sure that they are continually backing up their data and updating their PCs with the latest software. Intel Small Business Advantage delivers unique maintenance capabilities right out of the box.
Long Copy Example:
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Research
Editorial Calendar
Intel Narrative
Content Creation
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Sales Marketing
Focus on educating buyers on features
Focus on communicating consumers user benefits
Education-focused Emotion-driven
Purchase-centric Awareness-centric
Sell-InSell-Through
Sell-out (Sell-to)
Two Types of Content
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Content Roadmap by Audience (Sales partners vs. consumers)
Con
ten
t M
ixC
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Bas
elin
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Sales Partners Consumer Consumer
Agency Brief
Intel Narrative
Creative Playbook
FAQ
Technical Imp. Guide
SKU List
Sales Scripts, Tips
Top 10 List
Event Content
Training Videos
Solution Brief
Training Materials
Case Studies from Seeding Program
Demos, Animations
Retail Assets
Email Template
Pass-thru Brochure
Infographic
Advertising
Online Banners
Newsletter
Viral Videos
Events Material
POS Material
Sell-in Sell-Through Sell to
Translated to Chinese, German, French, and Russian
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Template: Fill in the Blank
Con
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t M
ixC
onte
nt
Bas
elin
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Sales Partners End User End User
Agency Brief
Product or Topic Narrative
Creative Playbook or Style Guide
Sell-in Sell-Through Sell to
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•Create content with scalability in mind
-> Balance of Global vs Local
•Create content roadmap
-> Differentiate sell-in, sell-through and sell-to content
•Geos are your BFFs
-> Collaborate from editorial planning to content creation
Key Takeaways
Connect!
twitter.com/pamdidner
facebook.com/PamDidner
gplus.to/pamdidner
linkedin.com/in/pamdidner
slideshare.net/pdidner
pinterest.com/PamDidner
www.pamdidner.com
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