Intel, you need me to create you a video/podcasting presence

This post is for anyone at Intel who wants to see the stock price go up, help Intel show off our great products, and find out how to improve our future offerings. If this is you, let’s talk – you can email me, call me, put some time on my calendar, or if you’re in Jones Farm, just drop by my cube (look me up in the Phonebook).

In the last year or so, I’ve been trying to get Intel involved in the “new media” world of blogging, podcasting, videoblogging, etc. Progress has been made, in places, but you need a definitive presence. A lightning rod for all the existing efforts. You need to do this right, and I want to help you. Most of the pieces are already in place. It’s time for some bold action.

People in the blog/pod/videosphere are influencers. There are thousands of them, and they in turn influence millions of others. They want a relationship with Intel, like the way Microsoft created a community of passionate users with Channel 9 (see the Channel 9 Doctrine for more details on their philosophy). But, they have built-in B.S. detectors. They are immune to marketing. They crave authenticity. They are on the Cluetrain.

I want to create a videoblog showing off the cool things that Intel is working on. Show people what Viiv is, and make them want one. Show people how great Conroe is, and make them decide that their next computer will have Core 2 Duo instead of AMD. Get the incredibly smart people that work at Intel on camera, and have them teach the developer community how to take advantage of multicore processors in their applications. No fancy post production, no editing. Authentic, raw, and pure.

I want to create a place for people to talk back to Intel, where they know a real person is listening, and talking back. Forums, or a wiki, or even just comments on the videoblog. Intel says it’s listening – it’s time to put our money where our mouth is.

Here’s the really good news – I have most of the things we need already. I have audio and video recording equipment and experience. I’ve been a podcaster for over a year and half, and I’m Intel’s only podcaster and videoblogger (so far). I’ve been making connections in the community to let them know that I’m trying to help Intel jump in to this new media world. I know from my experience blogging about Intel on that people are definitely interested.

Here’s what I need to make this happen:

  • An “angel” – someone who believes in this, and who is willing to take a risk. Someone with enough authority to help make the rest of it happen – I’m just a drone. πŸ˜‰
  • An official place to publish. I’d love it to be an subdomain, but I know how closely guarded those are (and rightfully so). If setting up a separate domain and hosting ends up being needed to get this done, I can do that easily. Heck, we could just throw everything up on YouTube and Google Video if we had to.
  • People who want to show off great Intel products and technologies. No marketers, and no “fluff” – I want to talk to the people who make the things. The people that know them inside and out. Remember, people can detect marketing. If it’s not %100 authentic, I won’t publish it.

There’s very little cost involved in getting it started and keeping it running. My role at Intel is as an evangelist for collaboration technologies, so I already spend a lot of my time working on this kind of thing internally. This is a logical extension.

With all the cost cutting and restructuring going on at Intel, you might be asking if this is the right time to look into something new like this. it’s exactly the right time. Bill Gates recently told other technology CEO’s at his CEO summit basically “if there’s one thing you should do, it should be to build your own Channel 9”. The cost of doing this is tiny, and the payoff is huge. Right now, our leaders, employees, and shareholders want to see Intel do something innovative and exciting. So let’s do it.

Is it arrogant of me to post something like this, and presume that I’m the one that can pull this off? Yes. Yes, it is. πŸ™‚ But that doesn’t make it untrue. Over the last year, I’ve assumed that something like this was bound to happen sooner or later at Intel. But it hasn’t yet. And I want to change that. From everything I’ve seen, I’m the man for the job – at least, judging from the number of requests I get to teach people about podcasting and videoblogging. Several per week. I’m going to Intel headquarters in Santa Clara and Folsom in the next couple of weeks to present to a few different groups on the topic.

Is it risky for me to write something like this out in public, where people like my boss could read it? Sort of. I’m not fishing for a new job inside of Intel. This would logically be part of my existing job, and I suspect my manager would think it’s a good idea. And I’m guessing that whoever the “angel” ends up being that will help me make this happen will be the blog reading type. What better way to reach out to them? πŸ˜‰ Besides, what’s the worst that could happen?

So, if you’re the person at Intel who wants to help me make this happen, get in touch. There’s a ton of excitement and interest in podcasting and videoblogging inside of Intel, and among the influencers of the world, and once we get something “official” in place, we’ll be able to harness all of that passion and excitement to make the stock price go up. πŸ™‚


10 thoughts on “Intel, you need me to create you a video/podcasting presence

  1. Pingback: RSS Marketing Blog | RSS Applied

  2. JL says:

    Good luck with this post!
    Hey, at least you should get an answer, because if you don’t that means they don’t read your posts inside Intel and ypou’re doomed, ha ha.
    I know how you feel, since I work for HP… But after the Scoble News things will surely change…


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  4. With the news that Robert Scoble is stepping aside, I can’t help think that if you succeed, you’ll end up being the target of all sorts of posts on my weblog. πŸ™‚

    Seriously though, I think there is a serious issue involved in creating corporate weblogs, one which may or may not have played a role in Scoble’s situation, and I’d like to hear some thoughts from you about it. The problem is simply this: you would like to set up a relationship with your customers through the creation of a weblog. This enables your customers to see into the decisionmaking process, to have access to information about upcoming products, and to potentially have more influence on the future direction of the company.

    And that’s the problem: companies as a whole don’t want customers (or even their own employees) to see their decision making process. They don’t want to telegraph information about upcoming products to their customer (and therefore, their competitors), and they always think that they are a better judge of the future markets than their customers are (and, often, they are right).

    Ultimately, that means that the corporate blogger tries to serve two masters: the people who sign his paycheck, and his readers who are contacting him for unbiased, consumer oriented information. I think that having two masters with diametrically opposed expectation and goals means that the corporate blogger is frequently insincere, and that insincerity breaks to favor the people who more directly pay his salary. It’s hard not to find this conflict in virtually everything the corporate blogger has to say.

    If your blog only says things which positively affect Intel’s stock price, are you really serving your users? Maybe AMD chips really _are_ better for the consumer. Are you going to tell them that? If not, why should they trust you? If so, why should Intel continue to pay your salary?

    Ultimately, Channel 9, useful and interesting as it can be, is just another way of advertising. Robert Scoble tried to be more, but I think it’s arguable if he really succeeded. Ultimately he argued that the delays in Vista were really good, that Microsoft engineers were talented and dedicated to the consumer, while the rest of us see a project laden with DRM which serves no useful purpose to the consumer, delay after delay, one complete restart of the coding effort, and we still don’t have a media player that knows about podcasting. Maybe Robert really does believe what he says, but if so, he simply isn’t seeing what many of us outside Microsoft are able to see.

    All this aside, I wish you luck in your endeavors, and frankly I think Intel would be crazy not to clone the Channel9 idea. It’s a cheap, effective way to advertise your corporate strengths to a segment of the population for which tecnology actually matters, and who often make decisions for the organizations in which they are employed. I think you’d do a fine job.

  5. IntelWife says:

    May I ask? Why do you think that you would be a good spokesman for Intel? It seems to me that there are already people in place that do this job. You come across as a marketing guru of sorts. Is this your background at Intel? Is this what you do? What would your background be that would make the average person connect with you and believe what you would have to say? Do you have a background in marketing? Would your opinions be upfront, and unbiased or slanted only towards Intel?

    Just thinking out loud.

  6. Mark, those are very good points. The line between being loyal to your company, and being loyal to the community is a fine one. I hope I can walk it straight – I’ve tried to so far. I’m not a yes man, and I’m not afraid to point out when we could have done something better (something that’s drawn some heated attention in the past). But ultimately, I believe that the increased transparency will be good for both Intel, and for the customers. It might be different from the pretty glossy PR picture, but bottom line, I want it to be about honesty. Would such a site be marketing for Intel? Yes, but not in the traditional sense. I want people to buy Intel products, but I want to do it because they’re better than the competition. And that means I want Intel to make the best products on the market, so people will want to buy them.

    IntelWife, there are people in traditional PR positions for Intel, sure. But we need someone to facilitate Intel getting involved in the new media – blogs, podcasting, videoblogs, etc. In that realm, the old marketing and PR tactics just don’t work. They’re seen for what they are, and for Intel to make a real (genuine! authentic!) gesture here, it can’t be as a marketing campaign. At best, it won’t work, and at worst, people wlll be offended by it.

    I don’t have any background in marketing at all, so it made me smile to hear you say I sound like a marketing guru. I guess in a way, I am, but only as marketing pertains to the new media, and people talking to each other in a Cluetrain kind of way. I’m fascinated by that, and I would really love to see the company that I love, Intel, get involved. I don’t pretend to be the most qualified, but I’ve been watching and listening for over a year now for someone else at Intel to get this started, and it hasn’t happened. So while I may not be the most qualified person to do it, someone has to, and it might as well be me.

    Thanks for the comments – keep them coming! πŸ™‚

  7. Erik Dietz says:

    Josh, you know i’m pulling for this. We do need this voice, i just hope it does not get noticed too late.

  8. Pingback: I recorded a Channel 9 style video interview with Intel CTO Justin Rattner today »

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