lenovo social media - case study from march 2014

Lenovo Social Media Meyrick D’SouzaGlobal Social Media Strategy ManagerLenovo

Twitter: @metric_dosLinkedIn: sg.linkedin.com/in/meyrickdsouza

2014 LENOVO

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Agenda

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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

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Lenovo is…

A $34B global personal technology company with 46,000 people and customers in 160+ countries.

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…A Global Fortune 500 Company

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On the scale of…

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Our Unique Heritage

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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

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Redefining The Competition

Smart Connected Devices WW-YTY growth outpacing Apple, HP, and Samsung

WW PC & Tablet Market Share

WW PC Market Share

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“Think Your Company Is Global? This Is Global!”

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GLOBAL HEADQUARTERS

MANUFACTURING

RESEARCH CENTER

REGIONAL HEADQUARTERS

COMPANY LOCATION

−Fast Company

Leadership Diversity | 6 Nationalities In Top Leadership | 17 In Top 100

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PC+ LEADERSHIP BEHAVIOR

CUSTOMER EXPERIENCESTRATEGIC INSIGHTSSPEED & CHANGETAKE BOLD RISKS

PC+ LEADING COMPANY

Social At Heart

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Traditional Communications

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OUTDOOR

PRINT

TELEVISION

PUBLIC RELATIONS

WEB

RETAIL

Brands

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Social Media In Many Companies Today

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OUTDOOR

PRINT

TELEVISION

PUBLIC RELATIONS

WEB

RETAIL

Brands

SOCIAL MEDIA

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What’s Your Strategy?

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SOCIAL MEDIA STRATEGY

SOCIALLY OPTIMISED COMMS STRATEGY

VS

??

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Social At Heart

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OUTDOOR

PRINT

TELEVISION

PUBLIC RELATIONS

WEB

RETAIL

Building A Community Of Fans

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Individual Commitment To A Group Effort

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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.

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Creating A Movement

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The brand takes leadership – setting the behaviour

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GoPro

2014 LENOVO An Active Community Providing Never-Seen-Before Views

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Vans

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

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Red Bull

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43 million people squeezing every last drop out of life

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Oreo

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35 million kids involved with a biscuit

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Coca-Cola

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80 millions global fans sharing happiness

A Brand Worth Talking About

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True Engagement

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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

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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

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What Will Engage The Audience?

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LAPTOPSSMART PHONES

TABLETS

VS

THINKPADVIBE

YOGA

VS

FOR THOSE WHO DO

VS

PASSIONS

start here and

work backwards

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Pillars Of Engagement

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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

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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.

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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

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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

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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

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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

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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

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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

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CO: LAB - PromotionTVC – 7.5K+ spots Joint Press Release & Event Print

Digital – 3M+ impressions Social Media & Mentor Interviews Mobile Activation

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CO: LAB - Results

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1.6 million likesMore than 36,000 engagements242,000 unique visits1,500 registrations of interest872 projects submitted

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Igniting Conversations

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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

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Not All Fans Are Created Equal

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+ 194% +223% +90% +22% +91%

+191% from a year agoA community that exceeds 8 million fans and advocates

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Advocates

InfluencersSubject Matter Experts

WW SM Team

TEAM LENOVO

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

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

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Advocates – Your Daily Heroes

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Advocates – Your Daily Heroes

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2014 LENOVO


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.

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Lenovo Hangouts

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Bringing together Lenovo Product Experts, Fans and Advocates.

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Why Hangouts?

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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.

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“Meet The New Guy”

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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).

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Hang Out With Us

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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).

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Results

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Spikes in buzz volume around “Lenovo Yoga” on social media

Positive user engagement

Generate product awareness

Drive purchase consideration

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Results

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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

Humanising The Brand

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Humanising The Brand

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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.

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Humanising The Brand – Lenovo Surprise

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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!”

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Lead Up To The Surprise

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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

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Results

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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.”

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Humanising The Brand – Celebrating Our Fans

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“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

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How Do We Celebrate With Our Fans?

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A light hearted take at sneaking away the surprises without the boss knowing….

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Humanising The Brand – Celebrating Our Fans

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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

Engine For Growth

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The Path To Social Maturity

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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

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Global Analytics Hub

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Social Pulse

World WideSM Team


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Social Media Centre Of Excellence

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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

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Global Analytics Hub – Sharing Insights

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Marketing Product

Customer Service PR

Human Resources


ContentSocial


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

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Global Analytics Hub – Sharing Insights

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Insights obtained through our Global Analytics Hub help Business Units and Markets shape their decisions

(images are intentionally blurred for confidentiality)

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Global Analytics Hub – Markets’ Input

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Marketing Product

Customer Service PR

Human Resources


ContentSocial


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

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Social Media Listening

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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

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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

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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

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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

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The Media Picked It Up Too

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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

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Lenovo Social Media Cookbook

2014 LENOVO

DISCOVERIES AWAIT

ENJOY THE JOURNEY