Behind the scenes on how newsjacking or real-time content is developed at Intel Asia Pacific.
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.”
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
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+.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.