Intel Launches Curated Site – Interview with Luke Kintigh, Managing Editor

Recently Intel launched a curated site, iQ, that focuses on providing readers with an ongoing stream of curated content. I interviewed Luke Kintigh, iQ Managing Editor and Social Media Strategist at Intel to get some insider information on the site, why they chose curation and how they envision the site in the future.

1. Tell us a little bit about the objectives of your site – what was the ultimate goal? and who is your target audience?

In a nut shell, our core objective is to share and source content that inspires, educates, entertains and helps all of us to better understand our modern world. As we look for stories about how technology is impacting our lives, we’re turning to researchers, scientists and visionaries who are helping design tomorrow’s technologies.

To provide further detail, there are primarily four other pillars our objectives are focused on:

  • Social Algorithm – iQ sources content from across the web. We’ve developed several layers of curation that filters content based on freshness, relevancy, shares, clicks, employee interaction and deviance from the norm… just for starters.
  • Employee Curation – iQ crowd-sources what our employees share publically online. We hope this offers a unique glimpse into what is grabbing our attention and leverages a valuable filter for insight and knowledge sharing.
  • Touch Design – Millions of us use touch-optimized computing devices today, and millions more will begin using touch as more devices become touch-optimized.  We designed iQ for the mobile web in order to leverage current and next-gen laptops, tablets and mobile devices.
  • Social Publishing – iQ highlights stories about a better future made possible by people using technology.  We have been inspired by writers and thought leaders such as Brian Solis (exploration of brand journalism), Tom Foremski (“Every Company is a Media Company) and John Battelle (writing on brand publishing), and by the AMEX Open Forum experience among other brands. Who better to help find and tell these stories than the engineers, scientists and visionaries who are helping design tomorrow’s technologies?

The design, layout and functionality of iQ may naturally appeal to a younger audience, but we believe the vast amount of content and sources on the site can transcend into an array of audience’s content interests.

2. How come you decided to go with content curation over another marketing strategy or original content?

We wanted to create a living and breathing media property that reflected the latest innovations and conversations about the impact of technology in our modern planet. We also saw an opportunity to leverage our deep bench of talent at Intel to become curators to add our own voice and perspective on real-time content. In the end, an effective curation strategy was able to capture the pulse of web, engage our employees and deliver the valuable and topical content to our audience like no other mechanism.

The iQ curation strategy is twofold; aim to curate the most engaging content about technology on web, but equally as important is the human layer to the curation, so Intel employees are empowered to influence how the site’s content is ultimately surfaced and published to the site. This multi-tiered curation approach is providing iQ readers with an insight into the world of technology by surfacing relevant and fresh content that has an unique Intel perspective and voice intertwined in to it.

3. In getting the site created, designed and launched – would love to hear about that experience. Who was involved and how did pick the format?

The Intel Social Media Center of Excellence (team at Intel responsible for company-wide social media strategy and enablement). iQ was designed and led by Bryan Rhoads,  Sr. Digital Strategist & iQ Editor-in-Chief. Becky Brown, Global Director of Social Media was also instrumental in the design and construction of iQ. By partnering with internal stakeholders such as the Global Integrated Media Team, Corporate Marketing Group and host of other partners across the company, they were able to bring their vision to reality.

From the conception of the idea to the launch of site, it was about 16 months.

We aimed to create a media property that leveraged current content consumption trends, so iQ was optimized for touch and incorporated key elements of mobile content readers like Flipboard and Zite as well as popular social curation sites like Pinterest.

4. Can you walk us through the curation process. How do you pick the content for the site?

Currently iQ is pulling in content via RSS from over 150 sources ranging from traditional media properties such as New York Times to more tech-focused blogs like Tech Crunch based on our social algorithm – learn more here. Once pulled in to the system, the content is then assigned one of three iQ topic categories; media, life and planet and can be viewed in list format in the live section of the site.

Once in the ‘live’ stream on the site, an Intel employee must take a social action (FB like, Tweet or G+) on a piece of content for it to be transferred to the homepage.

Once on the homepage, the content will be one of three tile sizes (small, medium or large), which is based on aggregated social shares. In other words, size does matter—the more Intel employees that share a piece of content, the larger it will appear on the site. An iQ editor also has the ability and discretion to feature any given piece of content as small, medium or large tile to optimize the layout and design of the site.

Another method of curation is done through direct publishing to the ‘live” feed by Intel employees. By using hashtag iQ (#iQ) in their tweets, they can publish content instantly to the live section when they come across interesting content on the web. Example below:

5. We know you just launched, but have there been any benefits that you have already seen from this?

Yes, we have already been approached by several publishers about how they can get their content on to site via our curation formula and RSS feeds.

We seen great employee engagement with the site–the majority of the BETA group of Intel employees who are white listed to curate are actively participating. We have some power users who have already submitted over 20 stories to the site via the hashtag #iQ function.

Our original content has already proved to work very well when we’ve cross-posted to our other social properties. We seen notable engagement from our communities on Facebook, Twitter and Google+ compared to other traditional posts.

6. Where do you think you will go next with IQ?

We would like to scale iQ globally to other countries in the future. Right now, the IQ BETA is English only, although we do incorporate stories from all over the globe from our original and curated sources.

We’d like to frow and build out our employee engagement strategy. IQ’s democratic system is built to scale, so our ultimate goal is to tap into the deep talent at Intel and empower our 80,000+ employees to become dynamic curators for iQ.

We hope to continually grow and refine our curation sources based on reader engagement metrics and topical relevance to ensure we’ll curate the best content on the web. We also would like to scale to include more contributors to produce original content from inside Intel as well as other authors who can provide exceptional insight and value to our readers

Please check out iQ and let us know your thoughts by commenting below. Visit: http://iq.intel.com/