Marketing Solutions

Challenge: Connect with IT Leaders in a Deeper, More Relevant WaySavvy IT managers and executives seek information from a wide range of resources to keep pace with the rapidly changing business and technology landscape. This is critical to create a competitive business advantage by expediting the deployment and management of technology solutions.

It is increasingly important for brands to cultivate authentic relationships with IT leaders and professionals in order to be successful. Intel had a large amount of quality content, and the brand was seeking new and innovative ways to deliver these insights to business leaders in an authentic, easily digestible and engaging way.

Intel set out to strengthen relationships with IT professionals by creating and implementing a social media content strategy customized for the LinkedIn platform that would deliver insightful information and spark valuable, authentic conversations. By utilizing a dedicated showcase page on LinkedIn, Intel found that it could more effectively reach a network of over 11 million information technology leaders and business professionals.

Solution: Intel IT Center Showcase Page as a Resource for IT Professionals The Intel IT Center showcase page on LinkedIn was created to be a stand-alone resource for IT professionals, and a destination that would feature content to drive relevant conversations and encourage an exchange of ideas between IT, business leaders and industry experts. By connecting the showcase page to the Intel IT Center website, Intel was able to drive engaged IT business leaders and professionals to a greater number of helpful resources for IT innovation, business transformation, and communities for ongoing conversation.

Intel Case Study

Intel Uses LinkedIn to Launch Leading Community for IT Leaders and Business Professionals

“Utilizing LinkedIn to reach B2B IT leaders and professionals helped us facilitate a dialogue, build stronger relationships and better connect to the needs, wants and pain points of our customers.”

Christopher PetersGlobal Business Marketing Strategist Intel

To optimize the showcase page content topics and direction, Intel implemented a strategic listening campaign to identify the biggest areas of interest for IT leaders. As part of its strategy, Intel engaged the audience and used feedback and interaction to constantly improve the quality of the content to meet the audience’s interest – a proven best practice in social engagement.

The LinkedIn showcase platform is designed to support the professional mindset of its’ members and when balanced with Intel’s timely content creation engine, the Intel IT Center showcase page sparks meaningful conversations across several topics — well above industry averages for B2B audiences. LinkedIn’s precise targeting facilitated the delivery of relevant content to business and information technology leaders, and the degree of engagement was massive. Intel saw rapid growth in follower count, which proved that the page was delivering, igniting quality conversations and matching user interests and skillsets with the right content.

Intel, LinkedIn and several agency partners created a fluid, flexible editorial content calendar. To promote the Intel IT Center, Intel simultaneously deployed Follower Ads and Sponsored Updates to drive awareness and engagement with the brand and its growing IT community. By catering content to existing followers, Intel was able to maintain relationships with followers after joining and attract more followers through social sharing and engagement of Intel’s existing LinkedIn community members.

About IntelIntel is a world leader in computing innovation with a mission to bring smart, connected devices to every person on earth. Intel designs and builds the essential technologies that serve as the foundation for the world’s computing devices. As a leader in corporate responsibility and sustainability, Intel also manufactures the world’s first commercially available conflict-free microprocessors.

Results: Globally Ranked Top Tech Page and Top Overall Most Followed Showcase PageIntel was interested in providing added value to LinkedIn members that would enhance their IT careers and accelerate business transformation through IT innovation. LinkedIn partnered closely with Intel to tailor a program to drive the greatest number of relevant followers in IT globally, adding dimension and scale to the growing Intel IT Center. Sponsored Updates were highly effective in sharing relevant community posts outside of the Intel IT Center to reach new audiences, generating engagement and new followers at a rapid pace. Through niche targeting of the IT audience on LinkedIn, the Intel IT Center saw incredible success:

The Intel IT Center showcase page is now the number one page followed by IT professionals in eight different global markets

The total number of followers has surpassed 50,000 users

User comments informed and influenced editorial topic ideas that improved Intel relevance

Sponsored Updates earned 2-4x higher engagement rates than benchmark for LinkedIn

“Content is an essential tool in connecting Intel to our customers. LinkedIn provided a unique way to facilitate a dialogue and build new relationships with IT professionals about topics they care about. Content was the medium – but it was the social interactions, content sharing and conversations that served to build a social community of business leaders and IT professionals on the Intel IT Center.”

Christopher PetersGlobal Business Marketing Strategist Intel

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Visit business.linkedin.com/biz/marketing-solutions to learn how other marketers have successfully met their marketing objectives.

Laurie KasperDigital Marketing Manager Intel

“The depth of insights that LinkedIn provided and precision with which we could target our audience helped us create a communication plan that delivered relevant content and sparked meaningful dialogue between IT, business leaders and industry experts on topics shaping IT innovation.”