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Lenovo Social Media
Meyrick D’Souza
Global Social Media Strategy Manager
Lenovo
Twitter: @metric_dos
LinkedIn: sg.linkedin.com/in/meyrickdsouza
2014 LENOVO
2
Agenda
2014 LENOVO
 An introduction to Lenovo
 Social at heart
 Building a community of fans
 A brand worth talking about
 Content excellence
 Drive conversations
 Build advocates
 Social across the organization
 Humanising the brand
 Engine for growth
3 2014 LENOVO
Lenovo is…
A $34B global
personal technology company
with 46,000 people and
customers in 160+ countries.
4
…A Global Fortune 500 Company
2014 LENOVO
On the scale of…
5
Our Unique Heritage
2014 LENOVO
2014 LENOVO
The Right Strategy
15.3 M
17.3 M
PC Tablet + Phone
Lenovo’s Performance
Lenovo Tablet and Smartphone Volume
Exceeded PC Volume since Fiscal Q1
6.5%
8.2%
9.6%
13.1%
18.5%
2009
2010
2011
2012
2013
Lenovo WW PC Market Share
2011/12 2012/13 2013/14
2014 LENOVO
Redefining The Competition
Smart Connected Devices WW
-YTY growth outpacing Apple, HP, and Samsung
WW PC & Tablet Market Share
WW PC Market Share
8 2014 LENOVO
9
“Think Your Company Is Global? This Is Global!”
2014 LENOVO
GLOBAL HEADQUARTERS
MANUFACTURING
RESEARCH CENTER
REGIONAL HEADQUARTERS
COMPANY LOCATION
−Fast Company
Leadership Diversity | 6 Nationalities In Top Leadership | 17 In Top 100
2014 LENOVO
PC+ LEADERSHIP BEHAVIOR
CUSTOMER EXPERIENCE
STRATEGIC INSIGHTS
SPEED & CHANGE
TAKE BOLD RISKS
PC+ LEADING COMPANY
2014 LENOVO
12
Traditional Communications
2014 LENOVO
OUTDOOR
PRINT
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
Brands
13
Social Media In Many Companies Today
2014 LENOVO
OUTDOOR
PRINT
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
Brands
SOCIAL
MEDIA
14
What’s Your Strategy?
2014 LENOVO
SOCIAL MEDIA
STRATEGY
SOCIALLY OPTIMISED
COMMS STRATEGY
VS
?
15
Social At Heart
2014 LENOVO
OUTDOOR
PRINT
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
2014 LENOVO
17
Individual Commitment To A Group Effort
2014 LENOVO
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.
18
Creating A Movement
2014 LENOVO
The brand takes leadership – setting the behaviour
19
GoPro
2014 LENOVO An Active Community Providing Never-Seen-Before Views
20
Vans
2014 LENOVO Stay true. Engage. Celebrate. Vans = Board Sports + BMX.
21
Red Bull
2014 LENOVO
43 million people squeezing every last drop out of life
22
Oreo
2014 LENOVO
35 million kids involved with a biscuit
23
Coca-Cola
2014 LENOVO
80 millions global fans sharing happiness
2014 LENOVO
25
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
26
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
27
What Will Engage The Audience?
2014 LENOVO
LAPTOPS
SMART PHONES
TABLETS
VS
THINKPAD
VIBE
YOGA
VS
FOR THOSE WHO DO
VS
PASSIONS
28
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
29
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.
30
 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
We Make The Machines. You Make Them Do.
Lenovo Machines Powering The North American Eagle
New Year’s Resolution - Don’t Wait For Things To Happen
34
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.
BUILD ADVOCATES
Identify members of the
audience who can
become cornerstones of
the community.
DRIVE
CONVERSATIONS
Ignite conversations
that add real value to
the target audience
35 2014 LENOVO
36
Fostering The Spirit Of Achievement – CO: LAB
A partnership with MTV Asia to help Millennial Do-ers
collaborate and create with top musical talents in Asia
37
CO: LAB - Mentors
LOCAL MENTOR
Japan
Kaori
DJ-
LOCAL MENTOR
Japan
May J.
Vocalist-
Musician-
LOCAL MENTOR
Japan
Kensaku Kakimoto
Film Maker-
LOCAL MENTOR
Japan
Kotobukisun
Motion Graphics-
REGION MENTOR
X-REGION
Brendon P
DJ-
REGION MENTOR
X-REGION
Matt Wainwright
DJ-
REGION MENTOR
X-REGION
PHUNK
Art & Design-
LOCAL MENTOR
Thailand
Mez
Film Maker-
LOCAL MENTOR
Indonesia
Edward Fernandez
Musician-
Film Scorer-
Arranger & Mixer-
Producer-
DJ-
LOCAL MENTOR
Singapore
Debby Chia
DJ-
LOCAL MENTOR
Philippines
Nina Saputil
DJ-
LOCAL MENTOR
Philippines
Enzo Valdez
Owner Sindikato-
Production-
MTV VJ
Japan
Joan
Singer-
Model-
Reporter-
MTV VJ
India
Nikhil Chinapa
Radio-
VJ-
MTV VJ
ASEAN
Richard Herrera
Host-
Actor-
Model-
Writer-
ENDORSER
India
Anurag Kashyap
Director-
Producer-
Screenplays-
*Academy Award
Nominated
38
CO: LAB – Stages Of Conversion
PRE-LAUNCH INSPIRE ENGAGE REWARD AMPLIFY
Curiosity & Excitement Full Desire
For Recognition
Participants: I can do it.
Supporters:
Empowerment/Shaping
The Outcome
Beliefs/Dreams Can
Come True
Celebrate
EMOTIONS
WEWISH
TOELICIT
39
CO: LAB - Promotion
TVC – 7.5K+ spots Joint Press Release & Event Print
Digital – 3M+ impressions Social Media & Mentor Interviews Mobile Activation
40
CO: LAB - Results
2014 LENOVO
 1.6 million likes
 More than 36,000 engagements
 242,000 unique visits
 1,500 registrations of interest
 872 projects submitted
41
Igniting Conversations
2014 LENOVO
42
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
43
Not All Fans Are Created Equal
2014 LENOVO
+ 194% +223% +90% +22% +91%
+191% from a year ago
A community that exceeds 8 million fans and advocates
2014 LENOVO
Advocates
InfluencersSubject Matter Experts
WW SM Team
TEAM LENOVO
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
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
47
Advocates – Your Daily Heroes
2014 LENOVO
48
Advocates – Your Daily Heroes
2014 LENOVO
49
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 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.
50
Lenovo Hangouts
2014 LENOVO
Bringing together Lenovo Product Experts, Fans and Advocates.
51
Why Hangouts?
2014 LENOVO
BRAND HUMANISER
Personal conversations that bring us closer
to our fans and followers.
DRIVE CONVERSATIONS
Support campaigns by driving buzz
around products.
CONTENT CREATION
To complement product campaign with
additional content.
BUILD ADVOCACY
Getting advocates to participate in Lenovo
activities and interact with key Lenovo
product executives.
52
“Meet The New Guy”
2014 LENOVO
A discussion around the new Yoga 11S
Featuring Jeff Witt (WW Marketing, Lenovo), Yuszela Yusoff (Global Community Manager, Lenovo),
David Gross (Advocate) and Michele McGraw (Influencer).
53
Hang Out With Us
2014 LENOVO
Introducing The New ThinkPad X1 Carbon
Featuring Dilip Bhatia (VP and GM, ThinkPad Business Group),
Alysia Baker (Product Marketing Manager, ThinkPad Business Group), Chris Karaffa (Advocate) and Raju PP (Influencer).
54
Results
2014 LENOVO
Spikes in buzz volume around
“Lenovo Yoga” on social media
Positive user engagement
Generate product awareness
Drive purchase consideration
55
Results
2014 LENOVO
 Buzz Volume: 573 mentions on the day of hangout
 2,676,408 impressions around #lenovohangouts
 3,320 views on YouTube (≈11,000 mins watched)
Drive purchase consideration
Generate product awareness
Positive user engagement
2014 LENOVO
57
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.
58
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!”
59
Lead Up To The Surprise
2014 LENOVO
 The Anticipation
 Posts in the 2 days prior to the
unveiling of the Surprise
 Slow reveal of the location and
getting community to re-tweet during
the reveal
 #LenovoSurprise Live!
 Live coverage of the Surprise on
Twitter #LenovoSurprise
 Unboxing moment captured and
shared through photos on Flickr and
video on YouTube
60
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.”
61
Humanising The Brand – Celebrating Our Fans
2014 LENOVO
“The fans who got our
back, the ones who made
us smile, the crazy ones
who amazed us all with
their collection photos,
those who posted
comments that made us
laugh and lastly those who
shared with us their
Lenovo experiences.”
#lenovosurprise – 1 Million Fans
62
How Do We Celebrate With Our Fans?
2014 LENOVO
A light hearted take at
sneaking away the
surprises without the
boss knowing….
63
Humanising The Brand – Celebrating Our Fans
2014 LENOVO
Thanking Our Fans
 We selected fans from the posts that
were funny, inspirational, supportive,
creative and from fans who
posted regularly
 Selected fans received Lenovo
devices delivered to their doorsteps
with customised packaging
 Reached out to 1 million fans
 47,000 engagements + 22,000 posts
2014 LENOVO
65
The Path To Social Maturity
2014 LENOVO
Adopt practices that build scale & engagement
Define measurement framework
Establish tools and guides
Evangelise
PHASE 1: FOUNDATION
Nurture fans and advocates
Launch Social Media University
Amplification through paid social
Global listening posts
PHASE 2: ELEVATE
Expand advocates globally
Refine measurement framework
Develop niche communities
Pilot Social CRM and Social Commerce
PHASE 3: OPTIMIZE
Integrate Influencer, Celebrity & Advocates programs
Optimize E2E journey
Socialize lenovo.com
Tie Social metrics and training to individual performance measures
PHASE 4: DIFFERENTIATE
2015/16
2013/14
2014/15
2016/17
66
Global Analytics Hub
2014 LENOVO
Social Pulse
World Wide
SM Team
Global
Analytics Hub
67
Global Analytics Hub
2014 LENOVO
68
Social Media Centre Of Excellence
2014 LENOVO
Marketing Product
Customer
Service
PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
Content
Social
Listening /
Analytics
Campaigns Guidance
GEOS
EMEA China
Asia-
Pacific
Americas
Group
A close collaboration amongst various stakeholders within the company to
achieve effective and efficient delivery of social media initiatives globally
69
Global Analytics Hub – Sharing Insights
2014 LENOVO
Marketing Product
Customer
Service
PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
Content
Social
Listening /
Analytics
Campaigns Guidance
GEOS
EMEA China
Asia-
Pacific
Americas
Group
Social Listening / Analytics
Insights obtained through our Global Analytics Hub
help Business Units and Markets shape their decisions
70
Global Analytics Hub – Sharing Insights
2014 LENOVO
Insights obtained through our Global Analytics Hub
help Business Units and Markets shape their decisions
(images are intentionally blurred for confidentiality)
71
Global Analytics Hub – Markets’ Input
2014 LENOVO
Marketing Product
Customer
Service
PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
Content
Social
Listening /
Analytics
Campaigns Guidance
GEOS
EMEA China
Asia-
Pacific
Americas
Group
Similarly, information obtained from Business Units and GEOs are fed into our
Global Analytics Hub thereby keeping insights fresh and relevant
Social Listening / Analytics
72
Social Media Listening
2014 LENOVO
Tracking
conversations about
Think products,
identify key themes,
opportunities and
threats for the
product .
Discovering
influencers and
brand advocates,
evaluating
opportunities for
engagement
Discovering main
themes of
conversation
within target
audiences on
social
Listening to key
fans and activating
communities to
give feedback and
fuel innovation
ActionExecutionObjectives
Listen to
selected key
fans and
advocates ‘
feedback to
specific topics
Regular
listening for
issues and
product
features
Identify
consumers with
high reach, who
act as
“gatekeepers”
for content.
Explore their
interests.
Listen to
online panels
of selected
target
audience and
identify their
passion points
Investigate
features that get
negative
feedback, amplify
positive feedback
Use consumer
feedback in
innovation and
product
development
Create content
based on passion
points and pain
points of the
target audience
Engage
influential users
in Think
community
Regular
listening
report
Regular
listening
report
Ad hoc
listening
project
Ad hoc
listening
project
73
 Analyze and understand customers’
needs
 Pick up trends around products and
markets
 Gauge reactions to company news
 Fuel innovation among teams
 Real time reveal of consumer
conversations around Lenovo, its
products or our competition, any time &
day
Objectives
Social Media & Analytics
2014 LENOVO
74
 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”
The Tweet ‘Heard’ Around The World
2014 LENOVO
75
 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
We Joined In On The Fun
2014 LENOVO
76
The Media Picked It Up Too
2014 LENOVO
77
Lenovo Social Media Cookbook
Lenovo’s social
media objectives &
strategy
Role of Lenovo’s social
media platforms
Guidance to community
management
Social media
tools and
resources
Measuring &
reporting success
on social media
78
Lenovo Social Media Cookbook
2014 LENOVO
DISCOVERIES AWAIT
ENJOY THE JOURNEY
Lenovo Social Media - Case Study from March 2014

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Lenovo Social Media - Case Study from March 2014

  • 1. Lenovo Social Media Meyrick D’Souza Global Social Media Strategy Manager Lenovo Twitter: @metric_dos LinkedIn: sg.linkedin.com/in/meyrickdsouza 2014 LENOVO
  • 2. 2 Agenda 2014 LENOVO  An introduction to Lenovo  Social at heart  Building a community of fans  A brand worth talking about  Content excellence  Drive conversations  Build advocates  Social across the organization  Humanising the brand  Engine for growth
  • 3. 3 2014 LENOVO Lenovo is… A $34B global personal technology company with 46,000 people and customers in 160+ countries.
  • 4. 4 …A Global Fortune 500 Company 2014 LENOVO On the scale of…
  • 6. 2014 LENOVO The Right Strategy 15.3 M 17.3 M PC Tablet + Phone Lenovo’s Performance Lenovo Tablet and Smartphone Volume Exceeded PC Volume since Fiscal Q1 6.5% 8.2% 9.6% 13.1% 18.5% 2009 2010 2011 2012 2013 Lenovo WW PC Market Share 2011/12 2012/13 2013/14
  • 7. 2014 LENOVO Redefining The Competition Smart Connected Devices WW -YTY growth outpacing Apple, HP, and Samsung WW PC & Tablet Market Share WW PC Market Share
  • 9. 9 “Think Your Company Is Global? This Is Global!” 2014 LENOVO GLOBAL HEADQUARTERS MANUFACTURING RESEARCH CENTER REGIONAL HEADQUARTERS COMPANY LOCATION −Fast Company Leadership Diversity | 6 Nationalities In Top Leadership | 17 In Top 100
  • 10. 2014 LENOVO PC+ LEADERSHIP BEHAVIOR CUSTOMER EXPERIENCE STRATEGIC INSIGHTS SPEED & CHANGE TAKE BOLD RISKS PC+ LEADING COMPANY
  • 13. 13 Social Media In Many Companies Today 2014 LENOVO OUTDOOR PRINT TELEVISION PUBLIC RELATIONS WEB RETAIL Brands SOCIAL MEDIA
  • 14. 14 What’s Your Strategy? 2014 LENOVO SOCIAL MEDIA STRATEGY SOCIALLY OPTIMISED COMMS STRATEGY VS ?
  • 15. 15 Social At Heart 2014 LENOVO OUTDOOR PRINT TELEVISION PUBLIC RELATIONS WEB RETAIL
  • 17. 17 Individual Commitment To A Group Effort 2014 LENOVO 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.
  • 18. 18 Creating A Movement 2014 LENOVO The brand takes leadership – setting the behaviour
  • 19. 19 GoPro 2014 LENOVO An Active Community Providing Never-Seen-Before Views
  • 20. 20 Vans 2014 LENOVO Stay true. Engage. Celebrate. Vans = Board Sports + BMX.
  • 21. 21 Red Bull 2014 LENOVO 43 million people squeezing every last drop out of life
  • 22. 22 Oreo 2014 LENOVO 35 million kids involved with a biscuit
  • 23. 23 Coca-Cola 2014 LENOVO 80 millions global fans sharing happiness
  • 25. 25 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
  • 26. 26 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
  • 27. 27 What Will Engage The Audience? 2014 LENOVO LAPTOPS SMART PHONES TABLETS VS THINKPAD VIBE YOGA VS FOR THOSE WHO DO VS PASSIONS
  • 28. 28 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
  • 29. 29 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.
  • 30. 30  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
  • 31. We Make The Machines. You Make Them Do.
  • 32. Lenovo Machines Powering The North American Eagle
  • 33. New Year’s Resolution - Don’t Wait For Things To Happen
  • 34. 34 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. BUILD ADVOCATES Identify members of the audience who can become cornerstones of the community. DRIVE CONVERSATIONS Ignite conversations that add real value to the target audience
  • 36. 36 Fostering The Spirit Of Achievement – CO: LAB A partnership with MTV Asia to help Millennial Do-ers collaborate and create with top musical talents in Asia
  • 37. 37 CO: LAB - Mentors LOCAL MENTOR Japan Kaori DJ- LOCAL MENTOR Japan May J. Vocalist- Musician- LOCAL MENTOR Japan Kensaku Kakimoto Film Maker- LOCAL MENTOR Japan Kotobukisun Motion Graphics- REGION MENTOR X-REGION Brendon P DJ- REGION MENTOR X-REGION Matt Wainwright DJ- REGION MENTOR X-REGION PHUNK Art & Design- LOCAL MENTOR Thailand Mez Film Maker- LOCAL MENTOR Indonesia Edward Fernandez Musician- Film Scorer- Arranger & Mixer- Producer- DJ- LOCAL MENTOR Singapore Debby Chia DJ- LOCAL MENTOR Philippines Nina Saputil DJ- LOCAL MENTOR Philippines Enzo Valdez Owner Sindikato- Production- MTV VJ Japan Joan Singer- Model- Reporter- MTV VJ India Nikhil Chinapa Radio- VJ- MTV VJ ASEAN Richard Herrera Host- Actor- Model- Writer- ENDORSER India Anurag Kashyap Director- Producer- Screenplays- *Academy Award Nominated
  • 38. 38 CO: LAB – Stages Of Conversion PRE-LAUNCH INSPIRE ENGAGE REWARD AMPLIFY Curiosity & Excitement Full Desire For Recognition Participants: I can do it. Supporters: Empowerment/Shaping The Outcome Beliefs/Dreams Can Come True Celebrate EMOTIONS WEWISH TOELICIT
  • 39. 39 CO: LAB - Promotion TVC – 7.5K+ spots Joint Press Release & Event Print Digital – 3M+ impressions Social Media & Mentor Interviews Mobile Activation
  • 40. 40 CO: LAB - Results 2014 LENOVO  1.6 million likes  More than 36,000 engagements  242,000 unique visits  1,500 registrations of interest  872 projects submitted
  • 42. 42 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
  • 43. 43 Not All Fans Are Created Equal 2014 LENOVO + 194% +223% +90% +22% +91% +191% from a year ago A community that exceeds 8 million fans and advocates
  • 44. 2014 LENOVO Advocates InfluencersSubject Matter Experts WW SM Team TEAM LENOVO
  • 45. 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
  • 46. 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
  • 47. 47 Advocates – Your Daily Heroes 2014 LENOVO
  • 48. 48 Advocates – Your Daily Heroes 2014 LENOVO
  • 49. 49 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 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.
  • 50. 50 Lenovo Hangouts 2014 LENOVO Bringing together Lenovo Product Experts, Fans and Advocates.
  • 51. 51 Why Hangouts? 2014 LENOVO BRAND HUMANISER Personal conversations that bring us closer to our fans and followers. DRIVE CONVERSATIONS Support campaigns by driving buzz around products. CONTENT CREATION To complement product campaign with additional content. BUILD ADVOCACY Getting advocates to participate in Lenovo activities and interact with key Lenovo product executives.
  • 52. 52 “Meet The New Guy” 2014 LENOVO A discussion around the new Yoga 11S Featuring Jeff Witt (WW Marketing, Lenovo), Yuszela Yusoff (Global Community Manager, Lenovo), David Gross (Advocate) and Michele McGraw (Influencer).
  • 53. 53 Hang Out With Us 2014 LENOVO Introducing The New ThinkPad X1 Carbon Featuring Dilip Bhatia (VP and GM, ThinkPad Business Group), Alysia Baker (Product Marketing Manager, ThinkPad Business Group), Chris Karaffa (Advocate) and Raju PP (Influencer).
  • 54. 54 Results 2014 LENOVO Spikes in buzz volume around “Lenovo Yoga” on social media Positive user engagement Generate product awareness Drive purchase consideration
  • 55. 55 Results 2014 LENOVO  Buzz Volume: 573 mentions on the day of hangout  2,676,408 impressions around #lenovohangouts  3,320 views on YouTube (≈11,000 mins watched) Drive purchase consideration Generate product awareness Positive user engagement
  • 57. 57 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.
  • 58. 58 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!”
  • 59. 59 Lead Up To The Surprise 2014 LENOVO  The Anticipation  Posts in the 2 days prior to the unveiling of the Surprise  Slow reveal of the location and getting community to re-tweet during the reveal  #LenovoSurprise Live!  Live coverage of the Surprise on Twitter #LenovoSurprise  Unboxing moment captured and shared through photos on Flickr and video on YouTube
  • 60. 60 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.”
  • 61. 61 Humanising The Brand – Celebrating Our Fans 2014 LENOVO “The fans who got our back, the ones who made us smile, the crazy ones who amazed us all with their collection photos, those who posted comments that made us laugh and lastly those who shared with us their Lenovo experiences.” #lenovosurprise – 1 Million Fans
  • 62. 62 How Do We Celebrate With Our Fans? 2014 LENOVO A light hearted take at sneaking away the surprises without the boss knowing….
  • 63. 63 Humanising The Brand – Celebrating Our Fans 2014 LENOVO Thanking Our Fans  We selected fans from the posts that were funny, inspirational, supportive, creative and from fans who posted regularly  Selected fans received Lenovo devices delivered to their doorsteps with customised packaging  Reached out to 1 million fans  47,000 engagements + 22,000 posts
  • 65. 65 The Path To Social Maturity 2014 LENOVO Adopt practices that build scale & engagement Define measurement framework Establish tools and guides Evangelise PHASE 1: FOUNDATION Nurture fans and advocates Launch Social Media University Amplification through paid social Global listening posts PHASE 2: ELEVATE Expand advocates globally Refine measurement framework Develop niche communities Pilot Social CRM and Social Commerce PHASE 3: OPTIMIZE Integrate Influencer, Celebrity & Advocates programs Optimize E2E journey Socialize lenovo.com Tie Social metrics and training to individual performance measures PHASE 4: DIFFERENTIATE 2015/16 2013/14 2014/15 2016/17
  • 66. 66 Global Analytics Hub 2014 LENOVO Social Pulse World Wide SM Team Global Analytics Hub
  • 68. 68 Social Media Centre Of Excellence 2014 LENOVO Marketing Product Customer Service PR Human Resources BUSINESS UNITS WW SOCIAL MEDIA TEAM Content Social Listening / Analytics Campaigns Guidance GEOS EMEA China Asia- Pacific Americas Group A close collaboration amongst various stakeholders within the company to achieve effective and efficient delivery of social media initiatives globally
  • 69. 69 Global Analytics Hub – Sharing Insights 2014 LENOVO Marketing Product Customer Service PR Human Resources BUSINESS UNITS WW SOCIAL MEDIA TEAM Content Social Listening / Analytics Campaigns Guidance GEOS EMEA China Asia- Pacific Americas Group Social Listening / Analytics Insights obtained through our Global Analytics Hub help Business Units and Markets shape their decisions
  • 70. 70 Global Analytics Hub – Sharing Insights 2014 LENOVO Insights obtained through our Global Analytics Hub help Business Units and Markets shape their decisions (images are intentionally blurred for confidentiality)
  • 71. 71 Global Analytics Hub – Markets’ Input 2014 LENOVO Marketing Product Customer Service PR Human Resources BUSINESS UNITS WW SOCIAL MEDIA TEAM Content Social Listening / Analytics Campaigns Guidance GEOS EMEA China Asia- Pacific Americas Group Similarly, information obtained from Business Units and GEOs are fed into our Global Analytics Hub thereby keeping insights fresh and relevant Social Listening / Analytics
  • 72. 72 Social Media Listening 2014 LENOVO Tracking conversations about Think products, identify key themes, opportunities and threats for the product . Discovering influencers and brand advocates, evaluating opportunities for engagement Discovering main themes of conversation within target audiences on social Listening to key fans and activating communities to give feedback and fuel innovation ActionExecutionObjectives Listen to selected key fans and advocates ‘ feedback to specific topics Regular listening for issues and product features Identify consumers with high reach, who act as “gatekeepers” for content. Explore their interests. Listen to online panels of selected target audience and identify their passion points Investigate features that get negative feedback, amplify positive feedback Use consumer feedback in innovation and product development Create content based on passion points and pain points of the target audience Engage influential users in Think community Regular listening report Regular listening report Ad hoc listening project Ad hoc listening project
  • 73. 73  Analyze and understand customers’ needs  Pick up trends around products and markets  Gauge reactions to company news  Fuel innovation among teams  Real time reveal of consumer conversations around Lenovo, its products or our competition, any time & day Objectives Social Media & Analytics 2014 LENOVO
  • 74. 74  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” The Tweet ‘Heard’ Around The World 2014 LENOVO
  • 75. 75  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 We Joined In On The Fun 2014 LENOVO
  • 76. 76 The Media Picked It Up Too 2014 LENOVO
  • 77. 77 Lenovo Social Media Cookbook Lenovo’s social media objectives & strategy Role of Lenovo’s social media platforms Guidance to community management Social media tools and resources Measuring & reporting success on social media
  • 78. 78 Lenovo Social Media Cookbook 2014 LENOVO

Hinweis der Redaktion

  1. Using words, images and motion pictures, #livingoffthewall is a testament to the power of our global imagination, as explored through a surfboard, a microphone, a paintbrush and all tools of the creative trade.
  2. Content Excellence – Create compelling content around the themes that inspire the audience, based on their passions. 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. Social Across The Organization – Find internal advocates and put social at the heart of the business.
  3. Content Excellence – Create compelling content around the themes that inspire the audience, based on their passions.
  4. Drive Conversations – Ignite conversations that add real value to the target audience.
  5. Build Advocates – Identify members of the audience who can become cornerstones of the community.
  6. Content Excellence – Create compelling content around the themes that inspire the audience, based on their passions. 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. Social Across The Organization – Find internal advocates and put social at the heart of the business.