Published on January 1, 2016
1. 2014 LENOVO
2. 2014 LENOVO
3. 3 Traditional Communications 2014 LENOVO Brands
4. 4 Social Media In Many Companies Today 2014 LENOVO Brands SOCIAL MEDIA
5. 5 What’s Your Strategy? 2014 LENOVO SOCIAL MEDIA COMMS STRATEGY SOCIALLY OPTIMISED COMMS STRATEGY VS ?
6. 6 Social At Heart 2014 LENOVO
7. 2014 LENOVO
8. 8 A Movement: A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brands’ benefit. Individual Commitment To A Group Effort 2014 LENOVO
9. 9 Creating A Movement 2014 LENOVO The brand takes leadership – setting the behaviour
10. 10 Vans 2014 LENOVO Stay true. Engage. Celebrate. Vans = Board Sports + BMX.
11. 2014 LENOVO
12. 12 True Engagement 2014 LENOVO talk at talk with talk with With the brand playing the part of enabler From a brand that does social to a brand that is social
13. 13 The Art Of Conversation We need to ignite conversations that will engage our audience, create an emotional response and provide practical value Contagious Earn a share of popular culture Provocative Add value and significance to peoples’ lives
14. 14 What Will Engage The Audience? 2014 LENOVO LAPTOPS SMART PHONES TABLETS VS THINKPAD VIBE YOGA VS FOR THOSE WHO DO VS PASSIONS
15. 15 Pillars Of Engagement 2014 LENOVO INSPIRE A COMMUNITY CONTENT EXCELLENCE Create compelling content around themes and passions that inspire the audience SOCIAL ACROSS THE ORGANISATION Find internal advocates and put social at the heart of the business DRIVE CONVERSATIONS Ignite conversations that add real value to the target audience BUILD ADVOCATES Identify members of the audience who can become cornerstones of the community
16. 16 Pillars Of Engagement 2014 LENOVO A COMMUNITY THAT INSPIRES THE SPIRIT OF ACHIEVEMENT CONTENT EXCELLENCE Create compelling content around themes and passions that inspire the audience SOCIAL ACROSS THE ORGANISATION Find internal advocates and make social the heart of the business. DRIVE CONVERSATIONS Ignite conversations that add real value to the target audience. BUILD ADVOCATES Identify members of the audience who can become cornerstones of the community.
17. 17 Reinforce the brand idea of “For Those Who Do” and Lenovo’s role of an enabler Increase overall engagement on Lenovo’s social media platforms Increase emotional affinity with Lenovo’s social community DO Content is a series of branded content that serves to: Fostering The Spirit Of Achievement 2014 LENOVO
18. 18 Can I Spill It? 2014 LENOVO
19. 19 YouTube Comments 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
20. 20 Engagement in Facebook 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
21. 23 2014 LENOVO INTERNAL. All rights reserved. Contest video reached record number of views All contest videos exceeded benchmark video views on Facebook. Get Comfortable challenge video reached highest number of views on Lenovo’s Global Facebook page ever. Video received an additional 500K views from other markets who posted the video on Facebook. 25,922 20,361 35,277 512,399 20,000 Contest Teasers 2-in-1 Challenge Tight Spaces Challenge Get Comfortable Challenge Benchmark Total Videos Views on Global Facebook page
22. 24 Pillars Of Engagement 2014 LENOVO A COMMUNITY THAT INSPIRES THE SPIRIT OF ACHIEVEMENT CONTENT EXCELLENCE Create compelling content around the themes that inspire the audience, based on their passions. SOCIAL ACROSS THE ORGANISATION Find internal advocates and make social the heart of the business. DRIVE CONVERSATIONS Ignite conversations that add real value to the target audience. BUILD ADVOCATES Identify members of the audience who can become cornerstones of the community
23. 2014 LENOVO Advocates InfluencersSubject Matter Experts WW SM Team TEAM LENOVO
24. Advocates JONAS HENDRICKX CHRISTOPHER KARAFFA Influencers GINA QIAO (SVP, Lenovo Human Resources) - 3.2mil followers on Weibo MICHELE MCGRAW (Tech blogger) – 17K followers on Twitter Subject Matter Experts DAVID HILL (VP, ThinkDesign) DILIP BHATIA (VP & GM, ThinkPad Business Group) WW SM Team Centre Of Excellence TEAM LENOVO
25. Advocates Community activation, engagement & campaign promotion Influencers Provide social amplification and reach through reviews & recommendations Subject Matter Experts Provide authentic content through engagement with advocates, influencers & community members WW SM Team Develop social strategy, innovation & best practices to be cascaded to markets TEAM LENOVO
26. 28 Advocates – Your Daily Heroes 2014 LENOVO
27. 29 Advocates – Your Daily Heroes 2014 LENOVO
28. 2014 LENOVO
29. 31 Humanising The Brand 2014 LENOVO We use people stories to ignite a movement of evangelists to influence the perception, opinion and ultimately the buying decisions of consumers. Building brand love and advocacy beyond product attributes.
30. 32 Humanising The Brand – Lenovo Surprise 2014 LENOVO Melissa Susco Rosander “Is there a date for release yet??? I can’t wait to get this. My 6 year old is autistic, but loves the computer and loves board games, and having a computer like this would give us a more socially integrated option for playing together… Do you need product testers? I would love to volunteer!”
31. 33 Results 2014 LENOVO Great Support From Our Fans Entire community engaged in the lead up to the surprise Live broadcast of delivery of Horizon device 760 re-tweets over 3 days Averaging 50,000 reach with more than 1,000 engagements over Facebook Heart and soul of the brand Inspired us to want to do more for the community Ken Lee “Way to go, Lenovo! It’s wonderful how Lenovo is focused on bringing us all away from our personal- devices onto family-devices. Good job, Lenovo!” Justin Piatti “As a long time Lenovo fan, this is great of you to do this! I’ve been a fan of your devices for many years. Seeing what you guys are doing has just upped my fan level!” Bryan Henderson “That is amazing that Lenovo would do that… I love the company and the equipment they put out. Thanks for showing me why I enjoy your company.”
32. 2014 LENOVO
33. 35 Key Performance Metrics Fans and Follower Growth Track and Understand who and how many people are following Lenovo’s social channels, and with our experts Social Engagement Measure total audience interactions (likes, clicks, shares, comments, etc) in addition to the scalable reach it enables Actions Taken Measure how our social communications are referring our audience to desired destinations, opt in to offers etc Customer Intimacy Gain ongoing insights generated from social listening, from direct interaction with our followers,. Discovering niche audiences Identifying key conversation platforms
34. 36 Mapping Moments 2014 LENOVO Planned Event Unplanned Everyday ALWAYS-ON CAMPAIGNS LIVERESPONSE
35. 37 Mapping Moments 2014 LENOVO Planned Event Unplanned Everyday Connect during moments of intent Product Launch Sponsored Events e.g. NFL Games Customer Care – Surprise & Delight
36. 38 2014 LENOVO LIVE
37. 39 The Tweet ‘Heard’ Around The World 2014 LENOVO Ellen took a #selfie at the Oscars, with a Samsung (event Sponsor) that became the first tweet that surpassed 1,000,000 re-tweets It has since then been re-tweeted over 3,400,000 times and gotten nearly 2,000,000 “favorites”
38. 40 We Joined In On The Fun 2014 LENOVO Lenovo responds/replies to Ellen’s tweet by highlighting the wide-angle camera of the Vibe Z, making it a top performing tweet for @lenovo: – 754K people potentially reached – 212 re-tweets, replies and favorites – 4K clicks It was done in a fun and non-offensive way while having a go at the competition
39. 41 The Media Picked It Up Too 2014 LENOVO
40. 42 Lenovo Framework Excite Explore Enhance
41. DISCOVERIES AWAIT ENJOY THE JOURNEY Connect with me: linkedin.com/in/meyrickdsouza
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