crowdopolis 14-slides-andrew-flanagan lenovo

Crowdsourcing & Engagement Marketing

Andrew FlanaganExec. Director, Social Media & Lenovo.com

http://dailycrowdsource.comby


Crowdsourcing & Engagement Marketing

http://www.lenovo.com

http://dailycrowdsource.com/

http://crowdopolis.net/






http://www.lenovo.com/


by

http://dailycrowdsource.comhttp://dailycrowdsource.comby

• Lenovo Exchange – a crowdsourcing pilot

• Engagement Marketing• Why people engage with a Brand

• Marketing and the Crowd• Sparking Participation & Generating Content

• Listening to the Crowd for Insight

• Up next: “inspiring” Engagement

• Lesson: Balance, Simplify & WOW

Lenovo - CrowdsourcingLessons & Next Steps











by

http://dailycrowdsource.comhttp://dailycrowdsource.combyThe “Net Generation” Builds Technology Brands

How to you best engage with this crowd??










by


Crowdsourcing a Crowdsourcing Platform

• Design, layout, wireframes & setup• Ability to collect, host & manage

content• Contests: images, video, animation,

logo’s

“YOUR LIFE YOUR MODE” Pilot Contest• Drive awareness for Yoga Laptop & “Modes”

• Generate Excitement, Engagement & Content • UGC: Photo, Story & custom “mode” icon• 45K page views, 11K visits & 1K votes

Lenovo ExchangeA Crowdsourcing Platform Pilot











by


• Crawl / Walk / Run – Keep it simple in the early stages• Don’t jump in with a multi-layered approach

• Stay in control of the process – Own the IP & Content• Leverage expertise within the industry – what to avoid & where to

focus• Use existing communities to gain access

• Find a great partner for seeding contests• Facebook & Twitter – great for UGC, but not as strong for Crowdsourcing

• Expect to be surprised• People love to participate & are passionate about their interests

• Be prepared to fail and to try again – be nimble, quick & focused

Lenovo ExchangeLessons Learned











by


Mass Marketing | Digital Marketing | Engagement Marketing

Engagement MarketingThe new Battlefield


Original Content – Co-Creation – Community – Short Form VideoReal-Time Marketing – Experiential Marketing











Why Engage with a Brand

• Create Connections Important to “ME”

• Let “ME” Express “MY” Point of View

• Where can I get a Deal, or Earn Points

• What are others Saying about the Brand

• Help “ME” Solve a Specific Problem








Design Inspires our CustomersUnsolicited User Generated Content









Sharing ExperiencesCustomer Passion Points


“My ThinkPad is outliving my pickup truckThe pickup went to the scrap yard last week”

Where are you working today?“at the beach in Beautiful Thailand”








Sharing ExcitementTechno Lust & Out of Box Experience









Sourcing ContentSelfie Expressions








by


Activated a new Listening Hub • Real Time Insights

• Campaigns, Product Launches, Key Events

• M&A’s & competitive conversations

Listening to the CrowdInsights & Opportunities











by


Up Next: Utilizing InfluencersInspiring Engagement across Communities











by


Lessons








