lenovo social media strategy

Lenovo Social Media MarketingRyan Woodington

New Media Drivers License Spring 2012

CHALLENGES FACING LENOVO

Outsized by competition

Relatively low brand preference

Fiercely competitive industry

LENOVO’S GOALS

Build a customer base of diverse, loyal consumers

Build brand recognition

Build a customer base of diverse, loyal consumers

STRATEGY PROPOSAL Seasonal targeting of students in the fall and soon-to-be

professionals in the spring

Strong focus on emerging markets of China and India

Development of even more targeted content with a strong focus on SEO to push the new content

BLOGGING• Offer special discounts to

students who use their Lenovo laptops to blog about how the computer helps them do

• Offer a trade-in promotion so graduates can upgrade more cheaply

SOCIAL MEDIA

• Use well-known personalities of the targeted country to gain substantial credibility fairly quickly

• Familiarize consumers with the features through entertaining demonstrations

BUDGET

$2,000,000 to be spent on acquiring celebrities, producing content, and purchasing adwords such as:Back to school promotion Laptop saleCollege laptop

A portion of the budget will go towards analyzing

METRICS FOR ANALYSIS

• Although not completely telling, followers is an important metric to pay attention to

• CTR

• Number of desserted shopping carts

• Number of email addresses given with .edu

TIMELINE FOR PROPOSAL

• Peak sales should be realized around August

• Next highest sales period occurring late April, early May

• ROI expected to be around $1.50 for every $1 spent

CONCLUSION• Students and young

professionals are frequent purchasers of laptop computers

• Laptops are Lenovo’s leading product

• Emerging markets allow for a new segment to adopt a brand preference for Lenovo with less interference

• Social media marketing is very calculable and returns can be quantified fairly easily