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Traditional Communications

2014 LENOVO

Brands

4

Social Media In Many Companies Today

2014 LENOVO

Brands

SOCIAL

MEDIA

5

What’s Your Strategy?

2014 LENOVO

SOCIAL MEDIA COMMS

STRATEGY

SOCIALLY OPTIMISED

COMMS STRATEGY VS

?

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Social At Heart

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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.

Individual Commitment To A Group Effort

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Creating A Movement

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The brand takes leadership – setting the behaviour

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Vans

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

2014 LENOVO

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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

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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

Contagious

Earn a share of popular culture

Provocative

Add value and significance to peoples’ lives

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What Will Engage The Audience?

2014 LENOVO

LAPTOPS

SMART PHONES

TABLETS

VS

THINKPAD

VIBE

YOGA

VS

FOR THOSE WHO DO

VS

PASSIONS

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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

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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.

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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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Can I Spill It?

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YouTube Comments

2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

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Engagement in Facebook

2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

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

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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

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Advocates

Influencers Subject 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

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Advocates – Your Daily Heroes

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Advocates – Your Daily Heroes

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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 advocacy beyond product attributes.

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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!”

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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.”

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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

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Mapping Moments

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Planned

Event

Unplanned

Everyday

ALWAYS-ON CAMPAIGNS

LIVE RESPONSE

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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

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2014 LENOVO

LIVE

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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”

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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

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The Media Picked It Up Too

2014 LENOVO

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Lenovo Framework

Excite Explore Enhance

DISCOVERIES AWAIT

ENJOY THE JOURNEY

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