Social Marketing Spreading to Enterprises : SplashCast Blog

Social Marketing Spreading to Enterprises

Posted on March 28, 2008
Posted by Mike Berkley

The New York Times just published this story about Intel’s launch of a $50M social media marketing campaign (via John Furrier on Twitter). Highlights:

“It’s not about just pushing ads out to people,” said Nancy Bhagat, vice president for sales and marketing and director for integrated marketing at Intel in Santa Clara, Calif.

“The main focus of our campaign is the interactive nature of the relationship we’re trying to build with I.T.’s,” she added, not only “listening to what they have to say” but also “creating forums on the discussion boards for I.T.’s to talk among themselves.”

And this:

A traditional tactic like a TV commercial “is one-dimensional,” she added, while Web 2.0 efforts like social-network marketing offer “an opportunity for dialogue, for two-way conversation.”

And finally this:

Except for some emerging markets, Intel has “stopped using TV on the consumer side,” Ms. Bhagat said.

My take? Intel gets credit for thinking progressively and being out in front among enterprises trying to reach professionals.

However, the effort seems to be centered around an interactive destination site, with banner ads driving traffic to it. Huh? That’s not progressive. I cannot find any mention of what we consider “social ads”: peer-distributed, social-graph-enabled ad units.

The jury is still out on this campaign.

Comments

3 Responses to “Social Marketing Spreading to Enterprises”

  1. David on March 28th, 2008 9:41 am

    Apparently Splashcast needs better PR

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  3. aakash on July 21st, 2008 2:51 pm

    It’s not about just pushing ads out to people.
    The main focus of our campaign is the interactive nature of the relationship we’re trying to build with I.T.’s,listening to what they have to say.
    akkirocks
    Social Media Marketing

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