lenovo social media - case study from march 2014
TRANSCRIPT
![Page 1: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/1.jpg)
Lenovo Social Media Meyrick D’SouzaGlobal Social Media Strategy ManagerLenovo
Twitter: @metric_dosLinkedIn: sg.linkedin.com/in/meyrickdsouza
2014 LENOVO
![Page 2: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/2.jpg)
2
Agenda
2014 LENOVO
An introduction to Lenovo Social at heart Building a community of fans A brand worth talking about
Content excellenceDrive conversationsBuild advocatesSocial across the organization
Humanising the brand Engine for growth
![Page 3: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/3.jpg)
3 2014 LENOVO
Lenovo is…
A $34B global personal technology company with 46,000 people and customers in 160+ countries.
![Page 4: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/4.jpg)
4
…A Global Fortune 500 Company
2014 LENOVO
On the scale of…
![Page 5: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/5.jpg)
5
Our Unique Heritage
2014 LENOVO
![Page 6: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/6.jpg)
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
2013Lenovo WW PC Market Share
2011/12 2012/13 2013/14
![Page 7: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/7.jpg)
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
![Page 8: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/8.jpg)
8 2014 LENOVO
![Page 9: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/9.jpg)
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
![Page 10: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/10.jpg)
2014 LENOVO
PC+ LEADERSHIP BEHAVIOR
CUSTOMER EXPERIENCESTRATEGIC INSIGHTSSPEED & CHANGETAKE BOLD RISKS
PC+ LEADING COMPANY
![Page 11: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/11.jpg)
Social At Heart
2014 LENOVO
![Page 12: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/12.jpg)
12
Traditional Communications
2014 LENOVO
OUTDOOR
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
Brands
![Page 13: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/13.jpg)
13
Social Media In Many Companies Today
2014 LENOVO
OUTDOOR
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
Brands
SOCIAL MEDIA
![Page 14: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/14.jpg)
14
What’s Your Strategy?
2014 LENOVO
SOCIAL MEDIA STRATEGY
SOCIALLY OPTIMISED COMMS STRATEGY
VS
??
![Page 15: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/15.jpg)
15
Social At Heart
2014 LENOVO
OUTDOOR
TELEVISION
PUBLIC RELATIONS
WEB
RETAIL
![Page 16: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/16.jpg)
Building A Community Of Fans
2014 LENOVO
![Page 17: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/17.jpg)
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.
![Page 18: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/18.jpg)
18
Creating A Movement
2014 LENOVO
The brand takes leadership – setting the behaviour
![Page 19: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/19.jpg)
19
GoPro
2014 LENOVO An Active Community Providing Never-Seen-Before Views
![Page 20: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/20.jpg)
20
Vans
2014 LENOVO Stay true. Engage. Celebrate. Vans = Board Sports + BMX.
![Page 21: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/21.jpg)
21
Red Bull
2014 LENOVO
43 million people squeezing every last drop out of life
![Page 22: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/22.jpg)
22
Oreo
2014 LENOVO
35 million kids involved with a biscuit
![Page 23: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/23.jpg)
23
Coca-Cola
2014 LENOVO
80 millions global fans sharing happiness
![Page 24: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/24.jpg)
A Brand Worth Talking About
2014 LENOVO
![Page 25: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/25.jpg)
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
![Page 26: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/26.jpg)
26
The Art Of Conversation
We need to ignite conversations that will engage our audience, create an emotional response and provide practical value
ContagiousEarn a share of popular
culture
ProvocativeAdd value and significance to peoples’ lives
![Page 27: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/27.jpg)
27
What Will Engage The Audience?
2014 LENOVO
LAPTOPSSMART PHONES
TABLETS
VS
THINKPADVIBE
YOGA
VS
FOR THOSE WHO DO
VS
PASSIONS
start here and
work backwards
![Page 28: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/28.jpg)
28
Pillars Of Engagement
2014 LENOVO
INSPIRE A COMMUNITY
CONTENT EXCELLENCECreate compelling
content around themes and passions that
inspire the audience
SOCIAL ACROSS THE ORGANISATIONFind 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
![Page 29: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/29.jpg)
29
Pillars Of Engagement
2014 LENOVO
A COMMUNITY THAT INSPIRES THE SPIRIT
OF ACHIEVEMENT
CONTENT EXCELLENCECreate compelling
content around themes and passions that
inspire the audience
SOCIAL ACROSSTHE ORGANISATIONFind internal advocates
and make social the heart of the business.
DRIVE CONVERSATIONSIgnite conversations that add real value to the target audience.
BUILD ADVOCATESIdentify members of
the audience who can become cornerstones
of the community.
![Page 30: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/30.jpg)
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
![Page 31: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/31.jpg)
We Make The Machines. You Make Them Do.
![Page 32: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/32.jpg)
Lenovo Machines Powering The North American Eagle
![Page 33: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/33.jpg)
New Year’s Resolution - Don’t Wait For Things To Happen
![Page 34: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/34.jpg)
34
Pillars Of Engagement
2014 LENOVO
A COMMUNITY THAT INSPIRES THE SPIRIT
OF ACHIEVEMENT
CONTENT EXCELLENCECreate compelling content around the
themes that inspire the audience, based on their
passions.
SOCIAL ACROSSTHE ORGANISATION
Find internal advocates and make
social the heart of the business.
BUILD ADVOCATESIdentify members of the
audience who can become cornerstones of
the community.
DRIVE CONVERSATIONS
Ignite conversations that add real value to the target audience
![Page 35: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/35.jpg)
35 2014 LENOVO
![Page 36: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/36.jpg)
36
Fostering The Spirit Of Achievement – CO: LAB
A partnership with MTV Asia to help Millennial Do-erscollaborate and create with top musical talents in Asia
![Page 37: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/37.jpg)
37
CO: LAB - Mentors
LOCAL MENTORJapanKaori
DJ-
LOCAL MENTORJapanMay J.
Vocalist-Musician-
LOCAL MENTORJapan
Kensaku KakimotoFilm Maker-
LOCAL MENTORJapan
KotobukisunMotion Graphics-
REGION MENTORX-REGIONBrendon P
DJ-
REGION MENTORX-REGION
Matt WainwrightDJ-
REGION MENTORX-REGION
PHUNKArt & Design-
LOCAL MENTORThailand
MezFilm Maker-
LOCAL MENTORIndonesia
Edward FernandezMusician-
Film Scorer- Arranger & Mixer-
Producer-DJ-
LOCAL MENTORSingapore
Debby ChiaDJ-
LOCAL MENTORPhilippines
Nina SaputilDJ-
LOCAL MENTORPhilippines
Enzo ValdezOwner Sindikato-
Production-
MTV VJJapanJoan
Singer- Model-
Reporter-
MTV VJIndia
Nikhil ChinapaRadio-
VJ-
MTV VJASEAN
Richard HerreraHost-
Actor-Model-Writer-
ENDORSERIndia
Anurag KashyapDirector-
Producer-Screenplays-
*Academy AwardNominated
![Page 38: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/38.jpg)
38
CO: LAB – Stages Of ConversionPRE-LAUNCH INSPIRE ENGAGE REWARD AMPLIFYCuriosity & Excitement Full Desire
For RecognitionParticipants: I can do it.
Supporters: Empowerment/Shaping The Outcome
Beliefs/Dreams Can Come True
Celebrate
EMO
TIO
NS
WE
WIS
H
TO E
LIC
IT
![Page 39: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/39.jpg)
39
CO: LAB - PromotionTVC – 7.5K+ spots Joint Press Release & Event Print
Digital – 3M+ impressions Social Media & Mentor Interviews Mobile Activation
![Page 40: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/40.jpg)
40
CO: LAB - Results
2014 LENOVO
1.6 million likesMore than 36,000 engagements242,000 unique visits1,500 registrations of interest872 projects submitted
![Page 41: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/41.jpg)
41
Igniting Conversations
2014 LENOVO
![Page 42: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/42.jpg)
42
Pillars Of Engagement
2014 LENOVO
A COMMUNITY THAT INSPIRES THE SPIRIT
OF ACHIEVEMENT
CONTENT EXCELLENCECreate compelling content around the
themes that inspire the audience, based on
their passions.
SOCIAL ACROSSTHE
ORGANISATIONFind internal
advocates and make social the heart of
the business.
DRIVE CONVERSATIONSIgnite conversations that add real value to the target audience.
BUILD ADVOCATES
Identify members of the audience who can
become cornerstones of the community
![Page 43: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/43.jpg)
43
Not All Fans Are Created Equal
2014 LENOVO
+ 194% +223% +90% +22% +91%
+191% from a year agoA community that exceeds 8 million fans and advocates
![Page 44: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/44.jpg)
2014 LENOVO
Advocates
InfluencersSubject Matter Experts
WW SM Team
TEAM LENOVO
![Page 45: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/45.jpg)
AdvocatesJONAS HENDRICKX
CHRISTOPHER KARAFFA
InfluencersGINA QIAO (SVP, Lenovo Human Resources) - 3.2mil followers on Weibo
MICHELE MCGRAW (Tech blogger) – 17K followers on Twitter
Subject Matter ExpertsDAVID HILL (VP, ThinkDesign)
DILIP BHATIA (VP & GM, ThinkPad Business Group)
WW SM TeamCentre Of Excellence
TEAM LENOVO
![Page 46: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/46.jpg)
AdvocatesCommunity activation, engagement & campaign promotion
InfluencersProvide social amplification and reach through reviews &
recommendations
Subject Matter ExpertsProvide authentic content through engagement with advocates,
influencers & community members
WW SM TeamDevelop social strategy, innovation & best practices to be
cascaded to markets
TEAM LENOVO
![Page 47: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/47.jpg)
47
Advocates – Your Daily Heroes
2014 LENOVO
![Page 48: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/48.jpg)
48
Advocates – Your Daily Heroes
2014 LENOVO
![Page 49: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/49.jpg)
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 ORGANISATIONFind internal advocates
and put social at the heart of the business.
DRIVE CONVERSATIONS
Ignite conversations that add real value to the
target audience.
BUILD ADVOCATESIdentify members of the
audience who can become cornerstones of
the community.
![Page 50: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/50.jpg)
50
Lenovo Hangouts
2014 LENOVO
Bringing together Lenovo Product Experts, Fans and Advocates.
![Page 51: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/51.jpg)
51
Why Hangouts?
2014 LENOVO
BRAND HUMANISER
Personal conversations that bring us closer to our fans and followers.
DRIVE CONVERSATIONS
Support campaigns by driving buzzaround 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.
![Page 52: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/52.jpg)
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).
![Page 53: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/53.jpg)
53
Hang Out With Us
2014 LENOVO
Introducing The New ThinkPad X1 CarbonFeaturing Dilip Bhatia (VP and GM, ThinkPad Business Group),
Alysia Baker (Product Marketing Manager, ThinkPad Business Group), Chris Karaffa (Advocate) and Raju PP (Influencer).
![Page 54: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/54.jpg)
54
Results
2014 LENOVO
Spikes in buzz volume around “Lenovo Yoga” on social media
Positive user engagement
Generate product awareness
Drive purchase consideration
![Page 55: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/55.jpg)
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
![Page 56: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/56.jpg)
Humanising The Brand
2014 LENOVO
![Page 57: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/57.jpg)
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 advocacybeyond product attributes.
![Page 58: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/58.jpg)
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!”
![Page 59: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/59.jpg)
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
![Page 60: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/60.jpg)
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.”
![Page 61: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/61.jpg)
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
![Page 62: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/62.jpg)
62
How Do We Celebrate With Our Fans?
2014 LENOVO
A light hearted take at sneaking away the surprises without the boss knowing….
![Page 63: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/63.jpg)
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
![Page 64: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/64.jpg)
Engine For Growth
2014 LENOVO
![Page 65: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/65.jpg)
65
The Path To Social Maturity
2014 LENOVO
Adopt practices that build scale & engagementDefine measurement frameworkEstablish tools and guidesEvangelise
PHASE 1: FOUNDATION
Nurture fans and advocatesLaunch Social Media UniversityAmplification through paid socialGlobal listening posts
PHASE 2: ELEVATE
Expand advocates globallyRefine measurement frameworkDevelop niche communitiesPilot Social CRM and Social Commerce
PHASE 3: OPTIMIZE
Integrate Influencer, Celebrity & Advocates programsOptimize E2E journeySocialize lenovo.comTie Social metrics and training to individual performance measures
PHASE 4: DIFFERENTIATE
2015/16
2013/14
2014/15
2016/17
![Page 66: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/66.jpg)
66
Global Analytics Hub
2014 LENOVO
Social Pulse
World WideSM Team
Global Analytics Hub
![Page 67: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/67.jpg)
67
Global Analytics Hub
2014 LENOVO
![Page 68: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/68.jpg)
68
Social Media Centre Of Excellence
2014 LENOVO
Marketing Product
Customer Service PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
ContentSocial
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
![Page 69: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/69.jpg)
69
Global Analytics Hub – Sharing Insights
2014 LENOVO
Marketing Product
Customer Service PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
ContentSocial
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
![Page 70: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/70.jpg)
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)
![Page 71: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/71.jpg)
71
Global Analytics Hub – Markets’ Input
2014 LENOVO
Marketing Product
Customer Service PR
Human Resources
BUSINESS UNITS WW SOCIAL MEDIA TEAM
ContentSocial
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
![Page 72: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/72.jpg)
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
Actio
n
Exe
cutio
n
O
bjec
tives
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
![Page 73: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/73.jpg)
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
ObjectivesSocial Media & Analytics
2014 LENOVO
![Page 74: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/74.jpg)
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
![Page 75: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/75.jpg)
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
![Page 76: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/76.jpg)
76
The Media Picked It Up Too
2014 LENOVO
![Page 77: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/77.jpg)
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
![Page 78: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/78.jpg)
78
Lenovo Social Media Cookbook
2014 LENOVO
![Page 79: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/79.jpg)
DISCOVERIES AWAIT
ENJOY THE JOURNEY
![Page 80: Lenovo Social Media - Case Study from March 2014](https://reader037.vdocuments.net/reader037/viewer/2022102918/586e80611a28aba0038b51d7/html5/thumbnails/80.jpg)