Talk to experts

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Intel is opening the doors to its workforce. As part of a new platform called iTopia it will let IT experts talk direct to the company’s engineers.
Engineers have also been trained to participate in industry forums to spread the message even wider as part of an ongoing switch in the way that Intel communicates.
Anyone who has had a frustrating time at the hand of call centres staffed by people who are only empowered to read a script will appreciate the value that this approach could bring.
Essentially Intel is embracing social media and conversational marketing. Dell and Starbucks have also run similar efforts while Intel first dipped its toe in these waters with the launch of the Centrino Pro when it ran live chats with engineers. The company is also shifting its spend away from TV and towards digital channels.
The effort is being promoted via an extensive package of marketing in key business channels as part of a long-term effort to engage more closely with the needs and work of its core customers.
The new service is being promoted in 10 major markets including Brazil, China, France, Germany, India, the US and UK. Ads will appear on blogs and forums dedicated to technology such as Boing Boing, Engadget, Slashdot and TechCrunch as well as in print.

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