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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.
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
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.
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
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
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
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.
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
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
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
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.
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.
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.
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.