Presentation i gave on creating compelling content for Social Media in Oct 2014 at a conference organized by Transmeda

1. 2014 LENOVO

2. 2014 LENOVO

3. 3
Traditional Communications
2014 LENOVO
Brands

4. 4
Social Media In Many Companies Today
2014 LENOVO
Brands
SOCIAL
MEDIA

5. 5
What’s Your Strategy?
2014 LENOVO
SOCIAL MEDIA COMMS
STRATEGY
SOCIALLY OPTIMISED
COMMS STRATEGY
VS
?

6. 6
Social At Heart
2014 LENOVO

7. 2014 LENOVO

8. 8
A Movement:
A group of people with a set of shared interests
attached to a company/brand/product/idea,
having the intention to improve its business operations
for themselves and/or the brands’ benefit.
Individual Commitment To A Group Effort
2014 LENOVO

9. 9
Creating A Movement
2014 LENOVO
The brand takes leadership – setting the behaviour

10. 10
Vans
2014 LENOVO Stay true. Engage. Celebrate. Vans = Board Sports + BMX.

11. 2014 LENOVO

12. 12
True Engagement
2014 LENOVO
talk at
talk with
talk with
With the brand playing the part of enabler
From a brand that does social to a brand that is social

13. 13
The Art Of Conversation
We need to ignite conversations that will engage our audience,
create an emotional response and provide practical value
Contagious
Earn a share of
popular culture
Provocative
Add value and
significance to
peoples’ lives

14. 14
What Will Engage The Audience?
2014 LENOVO
LAPTOPS
SMART PHONES
TABLETS
VS
THINKPAD
VIBE
YOGA
VS
FOR THOSE WHO DO
VS
PASSIONS

15. 15
Pillars Of Engagement
2014 LENOVO
INSPIRE A
COMMUNITY
CONTENT
EXCELLENCE
Create compelling
content around themes
and passions that
inspire the audience
SOCIAL ACROSS
THE ORGANISATION
Find internal advocates
and put social at the
heart of the business
DRIVE
CONVERSATIONS
Ignite conversations that
add real value to the
target audience
BUILD
ADVOCATES
Identify members of the
audience who can
become cornerstones of
the community

16. 16
Pillars Of Engagement
2014 LENOVO
A COMMUNITY THAT
INSPIRES THE SPIRIT
OF ACHIEVEMENT
CONTENT
EXCELLENCE
Create compelling
content around themes
and passions that
inspire the audience
SOCIAL ACROSS
THE ORGANISATION
Find internal advocates
and make social the
heart of the business.
DRIVE
CONVERSATIONS
Ignite conversations
that add real value to
the target audience.
BUILD ADVOCATES
Identify members of
the audience who can
become cornerstones
of the community.

17. 17
 Reinforce the brand idea of “For Those Who Do” and Lenovo’s role of an enabler
 Increase overall engagement on Lenovo’s social media platforms
 Increase emotional affinity with Lenovo’s social community
DO Content is a series of branded content that serves to:
Fostering The Spirit Of Achievement
2014 LENOVO

18. 18
Can I Spill It?
2014 LENOVO

19. 19
YouTube Comments
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

20. 20
Engagement in Facebook
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

21. 23 2014 LENOVO INTERNAL. All rights reserved.
Contest video reached record number of views
 All contest videos exceeded benchmark video views on
Facebook.
 Get Comfortable challenge video reached highest number
of views on Lenovo’s Global Facebook page ever.
 Video received an additional 500K views from other
markets who posted the video on Facebook.
25,922
20,361
35,277
512,399
20,000
Contest Teasers
2-in-1 Challenge
Tight Spaces Challenge
Get Comfortable Challenge
Benchmark
Total Videos Views on Global Facebook page

22. 24
Pillars Of Engagement
2014 LENOVO
A COMMUNITY THAT
INSPIRES THE SPIRIT
OF ACHIEVEMENT
CONTENT
EXCELLENCE
Create compelling
content around the
themes that inspire the
audience, based on
their passions.
SOCIAL ACROSS
THE
ORGANISATION
Find internal
advocates and make
social the heart of
the business.
DRIVE
CONVERSATIONS
Ignite conversations
that add real value to
the target audience.
BUILD
ADVOCATES
Identify members of the
audience who can
become cornerstones of
the community

23. 2014 LENOVO
Advocates
InfluencersSubject Matter Experts
WW SM Team
TEAM LENOVO

24. Advocates
JONAS HENDRICKX
CHRISTOPHER KARAFFA
Influencers
GINA QIAO (SVP, Lenovo Human Resources) - 3.2mil followers on Weibo
MICHELE MCGRAW (Tech blogger) – 17K followers on Twitter
Subject Matter Experts
DAVID HILL (VP, ThinkDesign)
DILIP BHATIA (VP & GM, ThinkPad Business Group)
WW SM Team
Centre Of Excellence
TEAM LENOVO

25. Advocates
Community activation, engagement & campaign promotion
Influencers
Provide social amplification and reach through reviews &
recommendations
Subject Matter Experts
Provide authentic content through engagement with advocates,
influencers & community members
WW SM Team
Develop social strategy, innovation & best practices to be
cascaded to markets
TEAM LENOVO

26. 28
Advocates – Your Daily Heroes
2014 LENOVO

27. 29
Advocates – Your Daily Heroes
2014 LENOVO

28. 2014 LENOVO

29. 31
Humanising The Brand
2014 LENOVO
We use people stories to ignite a movement of evangelists
to influence the perception, opinion and
ultimately the buying decisions of consumers.
Building brand love and advocacy
beyond product attributes.

30. 32
Humanising The Brand – Lenovo Surprise
2014 LENOVO
Melissa Susco Rosander
“Is there a date for release yet??? I
can’t wait to get this. My 6 year old is
autistic, but loves the computer and
loves board games, and having a
computer like this would give us a more
socially integrated option for playing
together… Do you need product
testers? I would love to volunteer!”

31. 33
Results
2014 LENOVO
Great Support From Our Fans
 Entire community engaged in the lead up
to the surprise
 Live broadcast of delivery of Horizon device
 760 re-tweets over 3 days
 Averaging 50,000 reach with more than 1,000
engagements over Facebook
 Heart and soul of the brand
 Inspired us to want to do more
for the community
Ken Lee
“Way to go, Lenovo! It’s wonderful how Lenovo is
focused on bringing us all away from our personal-
devices onto family-devices. Good job, Lenovo!”
Justin Piatti
“As a long time Lenovo fan, this is great of you to
do this! I’ve been a fan of your devices for many
years. Seeing what you guys are doing has just
upped my fan level!”
Bryan Henderson
“That is amazing that Lenovo would do that… I
love the company and the equipment they put out.
Thanks for showing me why I enjoy your company.”

32. 2014 LENOVO

33. 35
Key Performance Metrics
Fans and Follower Growth
Track and Understand who and how many people
are following Lenovo’s social channels, and
with our experts
Social Engagement
Measure total audience interactions
(likes, clicks, shares, comments, etc) in addition to the
scalable reach it enables
Actions Taken
Measure how our social communications are referring
our audience to desired destinations, opt in to offers
etc
Customer Intimacy
Gain ongoing insights generated from social listening,
from direct interaction with our followers,.
Discovering niche audiences
Identifying key conversation platforms

34. 36
Mapping Moments
2014 LENOVO
Planned
Event
Unplanned
Everyday
ALWAYS-ON CAMPAIGNS
LIVERESPONSE

35. 37
Mapping Moments
2014 LENOVO
Planned
Event
Unplanned
Everyday
Connect during moments of intent Product Launch
Sponsored Events e.g.
NFL Games
Customer Care – Surprise &
Delight

36. 38 2014 LENOVO
LIVE

37. 39
The Tweet ‘Heard’ Around The World
2014 LENOVO
 Ellen took a #selfie at the Oscars,
with a Samsung (event Sponsor)
that became the first tweet that
surpassed 1,000,000 re-tweets
 It has since then been re-tweeted
over 3,400,000 times and gotten
nearly 2,000,000 “favorites”

38. 40
We Joined In On The Fun
2014 LENOVO
 Lenovo responds/replies to Ellen’s tweet
by highlighting the wide-angle camera of
the Vibe Z, making it a top performing
tweet for @lenovo:
– 754K people potentially reached
– 212 re-tweets, replies and favorites
– 4K clicks
 It was done in a fun and non-offensive way
while having a go at the competition

39. 41
The Media Picked It Up Too
2014 LENOVO

40. 42
Lenovo Framework
Excite Explore Enhance

41. DISCOVERIES AWAIT
ENJOY THE JOURNEY
Connect with me: linkedin.com/in/meyrickdsouza