To keep pace with the rapidly changing business and technology landscape, IT managers and executives seek information from a wide range of resources. So, it’s increasingly important for brands to cultivate genuine relationships with IT professionals to be successful. Intel set out to do this by implementing a social media content strategy customized for the LinkedIn platform.

1. Marketing Solutions
Challenge: Connect with IT Leaders
in a Deeper, More Relevant Way
Savvy 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 Peters
Global Business Marketing Strategist
Intel

2. 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 Intel
Intel 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 Page
Intel 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 Peters
Global 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 Kasper
Digital 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.”