The U.S. chipmaker is not only invested in content marketing and engaging consumers like a publisher, it’s increasingly developing real-time content into breaking news to generate media coverage for its business on social platforms.
At SES Hong Kong, ClickZ caught up with Jamshed Wadia, Singapore-based social media strategist from Intel Asia Pacific. In the short video interview, Wadia gave his views on:
· How Intel has made small strides in newsjacking.
· Cultural sensitivities to consider for real-time content creation across the region. (1:40”)
· How Intel allocates resources for newsjacking. (3:14”)
· And measuring effectiveness for real-time content creation. (3:52”)
Excerpts of Wadia’s interview below:
“You need to have a strong editorial team. You need to have a strong legal backing as well and you need to have a real-time creative team doing this.”
“And you could get it wrong, a lot of brands have got it wrong and have faced the consequences…but I do believe it’s a great opportunity for social marketers.”
“Each culture interprets things differently. And when we create content, we get our local teams who are people from that region to vet the content and see if there are any regional or local sensitivities that we need to take care of. And so it’s far more complex than doing content for U.S. or Europe.”
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
March 19, 2014