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A case study on diversity and social media at Intel

Less than three years ago, Intel’s CEO made a bold commitment: to achieve full representation of women and underrepresented minorities in our U.S. workforce by the year 2020.  To do this, we’ve set out on a plan, both to achieve our internal diversity and inclusion goals as well as support the industry in the broader quest for parity on multiple levels.  Since our diversity initiative was formalized, we have developed a robust and transparent digital and social media campaign to share our progress publicly.

In this session, you’ll understand the approach we took to our digital and social media campaign, the trajectory of the campaign and how we’ve adjusted and optimized the campaign over time.  We’ll share successes as well as some of the challenges we faced in transparently communicating about our progress towards these diversity goals.

This case study will include:

- The strategy of transparency in communicating about our progress towards our diversity goal
- The approach we took to developing key messages and creative
- How we designed our storytelling approach across key social media platforms
- The ways we listened to our audience, and adapted / optimized the campaign as a result

Jennifer Lashua

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