how to globalize editorial planning
DESCRIPTION
Creating an editorial planning for one region is not difficult. Implementing an editorial planning on a global scale can be challenging. The presentation shares Intel's attempt to globalize their BTB editorial calendar. Pam Didner is the Global Integrated Marketing Manager at Intel.TRANSCRIPT
1
INTEL CONFIDENTIAL 1
September 7th, 2011
Pam Didner
Global Integrated Marketing Manager
How to Globalize Your Editorial Planning
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INTEL CONFIDENTIAL 2
2011 Biz. Marketing Objective and Strategy
Objective
Hero Product
Audience
Comm. Strategy
• Increase Intel brand relevance
• IT Managers
• Signal business advantages
• Stimulate interests
• Engage with IT
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INTEL CONFIDENTIAL 3
.
Social and search are rewriting the rules of audience engagement
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INTEL CONFIDENTIAL 4
Glob|al (glo’b l) adj: 1 round like
a ball; globe shaped 2 of, relating to or
including the whole earth; worldwide.
3 taking all the different aspects of a
situation into account.
e
Global Definition
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INTEL CONFIDENTIAL 5
Scalable Editorial Planning Process
The Holy Grail: Tight collaboration between HQ and Geo*
Prioritize Countries and Topics (HQ w/ Geo Feedback)
HQ-driven (w/ agency help)
Geo-driven (w/agency help)
Finalize Editorial Timeline (HQ) 2
Create Geo editorial calendar(HQ+Geo)
3
Craft Engagement Plan (Geo) 4b Create Topic Marketing Kit (HQ)
Share Engagement Results (Geo) 5
Refine Editorial Planning, Marketing Kit (HQ w/
Geo feedback)
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4a
1
* HQ = Headquarters Geo = Geographies or regional offices
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INTEL CONFIDENTIAL 6
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2011 Dec
Topics Mobility Product Launch
#1 Windows 7 Migration
Product Launch #2
Cloud
Computing
Example of Global Editorial Calendar HQ recommendation
Virtualization
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INTEL CONFIDENTIAL 7
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2011 Dec
China Mobility Cloud Computing Product Launch #1
Windows 7 Migration
EMEA (Europe, Middle East and
Africa)
Product Launch #2 Windows 7 Migration
Example of Geo Editorial Calendar within HQ framework
Virtualization Product Launch #1
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INTEL CONFIDENTIAL 8
Topic Marketing Kit
Intel Story
Messaging and Positioning
A list of content pieces • E-mail template, landing pages etc. • Case studies, webinars, social media conversation guide etc.
Search Terms
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INTEL CONFIDENTIAL 9
Search
Targeted Advertising
PR
Optimized Landing Pages
Local
Events
Direct Marketing
Selective Co-Marketing
Geo Plan Starts with Topic Marketing Kit
Topic Marketing
Kit
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INTEL CONFIDENTIAL 10
• Long lead time of producing a kit
Less topics, three is ideal
• Up and personal with all geos
Clear roles and responsibilities between HQ and Geos
• Content is king and creative is queen
Storytelling with simple creative
Key Learnings