Issue/Crisis Management and Addressing Social Challenges Intel has been listening to the social web since 1996, when they experienced a design defect in one of their Pentium products. Ali Ardalan and Rick Reed will discuss how Intel uses Radian6 to measure the success of their marketing programs and manage issues that could damage Intel’s $32 billion dollar brand. They’ll also provide insight into some of the social challenges they face as Intel approaches 2011/12 with an ever-expanding product portfolio and international markets as social media is embraced around the globe.

1. Hear/Do/Say: Managing Crises in Social Ali Ardalan & Rick Reed Media & Analytics Strategist / Issue & Crisis Mgmt April, 2011 – Boston, MA

2. Intel Marketing 2

3. Transforming the Firm’s Strategic Direction February 17, 2011 “ Intel CEO Otellini Announces U.S. Hiring Plans, Investment of More than $5 Billion to Build New Facility in Arizona ” February 28, 2011 “Intel Corporation announced the acquisition of McAfee, Inc. is complete.” March 18, 2011 “ Noisey.com Launches: New Music Discovery Platform Gives Viewers Front Row Seats to Watch the Best Emerging Bands Around the World ”

5. Innovative Programs targeted at Key Audiences

6. Then & Now: Intel’s Presence on Facebook

8. Manage social network site, agency & vendor relationships

9. Set direction & develop guidelines

10. Offer training & coaching

11. Create SMP toolkit, with standards for measurement & analytics

12. Build key internal relationships (Market Research, Risk, Support, Legal, Privacy)

13. Build global operational models

14. Evangelize externally & bring in BKMs

15. Simplify & Enablehttp://intel.ly/fzxGLa

16. 8 Social Crisis Response @ Intel

17. Working in Social Since 1996 Q: What is Intel's follow-on to the Pentium? A: Repentium

19. Issue Detection (hear)

21. Be judicious.

22. Write what you know.

23. Perception is reality.

24. It’s a conversation.

25. Are you adding value?

26. Your Responsibility.

27. Create some excitement.

28. Be a Leader.

29. Did you screw up?

32. Team launches key-word searches

34. Protesters supporting legislation

35. Protesters marching

36. Team assembled

37. Messages delivered

38. Detailed process available

39. Do good / Say goodhttp://www.youtube.com/watch?v=XTvyEa9c8Is

41. Sprinters ready to run