From VR to shooting star drones to self-driving vehicles, Intel is more than a PC company. Scott Jaworski, Director of Global Social Media at Intel, is tasked with managing the tech company’s social media footprint that spans 130 social channels and more than 70 million fans.
Scott gives us an inside look at Intel’s social media practice, how his team is structured, the tools they use to automate processes, how Intel maintains a competitive edge, and why money can make you lazy.
To start, what has been a career highlight for you?
What are the biggest challenges of your current role?
Your session at SMSS is about structuring a social media team for success. How is your team structured and why does it work?
- Strategists will set the overarching mission, direction and highest-level strategies for the business at large (think horizontally, spanning BUs and geos)
- Audience specialists are first and foremost cut from the fabric of our target audiences (i.e., gamers), who will immerse themselves socially. Having this depth of knowledge allows us to authentically be a part of the community, wherever that community may be, (and) furthermore, better allows us the ability to scale/contract with our business.
- The editor-in chief will own our overarching editorial strategy and positioning of brand voice across our master brand handle(s). Think content flight control and the first line of defense for our audiences to ensure a coherent message.
What processes are you automating with the tools your team is using, and how does it support your overall strategy?
- Tracking and notification system when new branded handles are created
- Did someone just start a new handle? We all know it takes 30 seconds to open a new handle and we need to ensure we’re adhering to our strategy and brand.
- We centrally manage login credentials allowing Intel, not individuals, to “own” the password. The tool allows us to grant access to anyone for a set amount of time without sharing the actual password.
- One centralized location for all approved content that can be easily accessed, transcribed and shared
- Integrated with the editorial planning tool, this system publishes the content to our feeds
- Active spam filtering and the ability to create custom queries with varying levels of escalation and actions
- Ex: If you’re not a paid sponsor during the World Cup or Super Bowl and your brand references “the big game” or equivalent, this could pose legal issues. These systems allow us to quickly diminish and avoid these.
Does Intel work on competitive analysis? Being in the tech space, I imagine you’re at an advantage — people love learning about VR, watching shooting star drones and seeing the evolution of self-driving vehicles. But there’s still a lot of competition. How does Intel stay at the forefront of the technology conversation, and what is Intel’s competitive edge?
In your 15-year career of working in the design, media and strategy segments of marketing, what is the biggest change you’ve seen in the industry, and how has that impacted the work that you do at Intel?
- Which tools and why?
- Rent vs. owning your audience — building brand-owned communities, creating publishing channels, etc.
- Channel prioritization — do fewer things great
- Not over-engineering your ideas — execute and learn
- Test, beta and partnerships must be part of the consideration set and dialogue