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Case Study

The Brandividual

• Nigel Dessau, Senior Vice President and Chief Marketing Officer, AMD | @nigeldessau

Conversations, Communities and Your Brand(<140 characters)

Nigel Dessau, Senior Vice President andChief Marketing Officer

| Conversations, Communities & Your Brand| TWTRCON | October 2009 6

Strategy

Case Study: Battery Life

Top Takeaways

Q&A

Agenda

| Conversations, Communities & Your Brand| TWTRCON | October 2009 7

Approaching Social Media

No new taxes• No incremental headcount

added

• Social media leverages existing core competencies

Know your audience• Additional channel to talk to

target market

• www.twellow.com

Content is still king• Content is optimized for the

audience & channel

• Video is still gaining in importance across all channels

Messages haven’t changed• 140 characters has a

“slimming” effect

• We are still focused on informing, influencing and supporting the AMD ecosystem

| Conversations, Communities & Your Brand| TWTRCON | October 2009 8

Driving and Enabling Social Media at AMD

Conversations (Listening, Talking, Spreading)

Community(Supporting, Energizing, Embracing)

Enablement & Activation

Strategy & Oversight

PR

Partner Marketing

Product Marketing

Brand

Support

Sales

IMC

GMC

Connections

SM Steering Committee

Everyone is responsible for any part of the AMD message

| Conversations, Communities & Your Brand| TWTRCON | October 2009 9

Case Study: Battery Life

Position As the PC market moves from desktop to notebook, the importance of battery life increases as key buying criteria.

Problem

• The ‘existing battery life metrics’ are unrealistic of how people use PCs.

• From a usage point of video, AMD laptops have as good a battery life if not better.

• AMD needs to challenge the ‘existing battery life metrics.’

Possibilities• Leave it to our partners to do for us.• Run a traditional marketing campaigns.• Run a Social Media campaign.

Plan Deploy a social media campaign designed to engage the community to create legitimacy for change.

BUT WE NEEDED A GOOD WAY TO TELL THE STORY

| Conversations, Communities & Your Brand| TWTRCON | October 2009 10

“Active Time” and “Resting Time” more realistically show battery usage in everyday scenarios.

• Easy to communicate

• Easy to understand

• Better communication to consumer!

True Battery Life Guidelines

STANDBYTALK

20 hours*

HWY MPGCITY MPG

29MPG* 40 MPG

4 hours*

3:05ACTIVE

TIME

5:34RESTING

TIME

| Conversations, Communities & Your Brand| TWTRCON | October 2009 11

Launched with CMO Blog

| Conversations, Communities & Your Brand| TWTRCON | October 2009 12

Extending the Storyline

RT @Pogue: My rant about the Great Battery Life Laptop Testing Scam is now online... http://bit.ly/awcpc5:04 AM Jun 25th from Echofon

RT @rahulgaitonde: David Pogue on how laptop makers are doing their best to obscure battery life figures: http://bit.ly/awcpc5:06 AM Jun 25th from Echofon

RT @PatrickMoorhead: "BatteryGate" coverage over at BSN quite interesting. Check it out here: http://bit.ly/batterygate

RT @Enderle: Newsweek is weighing in on notebook battery life benchmark issues (spoiler, you can't trust the benchmarks) http://bit.ly/5Mw99

Technical AMD Blog with white paper

Analyst reports and articles

Bad competitive responses

| Conversations, Communities & Your Brand| TWTRCON | October 2009 13

AMD Battery Life Discussion

• 300+ blogs• 100+ separate “Tweeters” involved• Discussed on the largest relevant tech sites (Slashdot, Engadget, etc)• High level of positive engagement (e.g. 150 comments on Slashdot, 46 on Engadget, etc.)

| Conversations, Communities & Your Brand| TWTRCON | October 2009 14

Be Your Brand

http://3minutementor.wordpress.com/ http://twitter.com/3MinuteMentor

| Conversations, Communities & Your Brand| TWTRCON | October 2009 15

Top 5 Takeaways

5 Be Clear on Your Audience

4 Think Like an Editor

3 Honesty, Integrity and Transparency

2 Build a Coherent Approach or Strategy

1 Be Your Brand – It’s About You

| Conversations, Communities & Your Brand| TWTRCON | October 2009 16

Disclaimer & Attribution

DISCLAIMERThe information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors.

The information contained herein is subject to change and may be rendered inaccurate for many reasons. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes.

AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.

AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

ATTRIBUTION© 2009 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

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