bar camp kl corporates in social media lenovo case study

© 2008 Lenovo

Corporate brands in social media: What's a win win for everyone?Derrick Koh, April 5th 2009BarCamp KL

of 3Title change by using > View > Slide Master | © 2008 Lenovo

‘Brand’ is what people say about you when you aren’t in the room - Anon


The Mission of Lenovo’s Social Media Program

• Build the Lenovo brand by engaging customers in an open conversation

• Protect the Lenovo brand by detecting expressions of unhappiness

• Extend the Lenovo brand by identifying influencers of brand sentiment

• Measure the influence of SMM on Lenovo’s key strategic initiatives

• Accelerate a transition from “one-way” to “two-way” customer relations


Lenovo’s blog strategy is

– To focus on authentic discussions of interest to customers and the public

– To publish many blogs, not a single corporate blog– To focus on the “long tail” of interest in specific niches, e.g. design,

engineering, Linux, etc.– To support as many key languages as possible– To use the company blogs to quickly communicate priority

messages


Ten Fundamentals of Lenovo social media strategy

1. Blog, post, twitter, friend, and participate with passion

2. Listen and respond

3. Be authentic

4. Respect the customer’s privacy

5. Avoid SOS – Shiny Object Syndrome

6. Turn marketing funnels into megaphones

7. Free our content and use open tools

8. Tell the business what we hear

9. Teach the business on what to do and when to do it

10.Perpetual beta


Social Media Staffing: Bloggers

• Bloggers– David Hill: Design Matters

– Matt Kohut: Inside the Box

– Bill Stevenson: Heart of Business

– Reid Walker: Worldsourcing

– Mark Hopkins: Lenovo Connections

– Brandon Hoe: The Roaring Mouse*

– Yamato Team, Yamato Thinking

• Blogger support– Nano Broyles

– Esteban Panzeri

– Derrick Koh


Lenovo Forums

• Launched December 2007


Lenovo Forums• Sponsored by Service & Support• 10 Volunteer moderators• 14,000+ members• 4 million page views per month• Launching a forum affinity program to reward loyalty• ‘Accepted Solutions’ feature deployed – 14% of discussions marked

as ‘solved’


Lenovo Blogs + more


This is my brand online


Case Study: Voices of the Olympics

Featuring Your Very Own Malaysian Olympic Hero…


Voices of The Olympics

• Lenovo recruited 100 athletes prior to Beijing 2008 Games from around the world and gave laptops and Flip video cameras to start (or continue) blogging supported by Lenovo technology

• Athletes were taught how to and encouraged to blog to keep in touch with family, friends and fans – NOT MANDATED

• They did not have to mention Lenovo at all, if they didn’t want to


Malaysian Hero

• During the Games, an onsite combined team from Lenovo and Ogilvy helped to bring the site and the Voices of our athletes to life through live blogging, uploading images, shooting video interviews and setting up real life gatherings for athletes.

• Most important, they had fun and the 3 Fs found it useful

• Josiah Ng, Malaysian Olympic cyclist was one of them

http://josiahng.wordpress.com/2008/08/14/how-lenovo-changed-our-olympics-experience/#comment-371


Project Visualization:

of 3Title change by using > View > Slide Master | © 2008 LenovoPage 16 of 18

Placeholder - presentation title | 6 April, 2006

Campaign Results:

Successfully reached the ambitious target of recruiting 100 athletes in less than 3 months from around the world to participate

– > 1.6 million people visited the Voices site and an untracked number interacted with the Lenovo experience through branding on our athlete blogs over the course of 1 month

– The athletes created more than 1500 blog posts and received over 8000 comments from Olympic fans around the world

– The Voices site was mentioned on more than 200 social media sites, including Cnet Asia, reaching a combined audience of over 10 million readers


Campaign Results (cont’d)

– The campaign was also mentioned prominently in mainstream global media including WSJ, USAToday, Times of India and others

– Our onsite team created over 800 images, 35 videos and dozens of blog posts sharing real voices from the Games with the world

– The site was used as the “homepage” in every Lenovo staffed i-Lounge in the athlete’s village and media center, reaching more than 25,000 athletes and journalists each time they used a machine



The Big Picture Numbers

– Total Unique Monthly Visitors Reached – 10,404,344– Total Social Media Mentions- 202 sites– Lenovo Unique Site Visitors – 1,600,200+– Total number of athlete posts – 1500+– Total number of comments on athlete blogs – 8092– Zumobi Mobile Downloads – 60,000+– Facebook Application Downloads – 250,000+

- 2 accounts

- 843 photos uploaded

- 6587 Views

- 2 accounts

- 32 videos uploaded

- 4447 Views*

- 4 accounts

- 226 Updates

- 218 Lenovo Followers

- 2785 Aggregated followers for dchurbuck, rohitbhargava, catchuplady, stevie_glas

- 245,913 App Installations

- 1.35 million pageviews

- 1.7+ million user generated actions

- 230 stories tagged

- 1,585 others have tagged our stories


Abhinav Bindra: The day after!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!August 11, 2008

They have all been telling me what a huge achievement winning Gold is. I realise that but frankly the enormity of the goodwill generated has caught me by surprise. Honestly enough it really has not changed me, I am still the same Abhinav who just a day ago was hanging around alone in my room in the Olympic village... That in no way means that this is not the most intense experience of my life.

Number of impressions/viewersComments: 926

URL: http://abhinavbindra.blogspot.com/2008/08/day-after.html


David Oliver: 2008 Olympic Games Bronze Medalist!!August 21, 2008

I am so happy that I was able to come away from the Olympic Games with a medal! They only pass out three of them every four years, and for me to win one is amazing. I was so happy to be able to drape the American flag over myself and run a victory lap, I instantly saw Bren and Harold and got to share the moment with them. My mom was so happy.

Number of impressions/viewersComments: 152

http://davidoliverhurdles.blogspot.com/2008/08/2008-olympic-games-bronze-medalist.html


Nicole Forrester: I Love LENOVOAugust 24, 2008

I'm really loving Lenovo! They provided the tools (a laptop and camera) I simply type. And let me tell you, its nice to know there are people out there that want to hear about your rambling.

But, this isn't the real reason I love Lenovo. Let me tell you why I think they are great!... These guys were great! Customer and Client Service -- Grade A. I have used a lot of various laptops over the years, and without a doubt I can say that none measure up to Lenovo.

Number of impressions/viewers

http://nicole-forrester.blogspot.com/


Dave Durante: What a Day!!!August 13, 2008

As we finished the competition on pommel horse and secured the bronze medal, it became a very emotional moment for me. At the time I didn't realize that NBC had a camera on me, but I found out later on that I was crying on TV. I honestly couldn't hold back the tears at that moment. It was the culmination of what I had trained for my entire life, and I wanted to be on that floor sharing in that moment with those guys. I got down on the floor and I told each guy how impressed and proud I was of what they accomplished. Number of impressions/viewers

Comments: 51

http://durante08.blogspot.com/2008/08/what-day.html


Seth Kelsey: Lenovo and VistaJune 28, 2008

The Lenovo laptop is great. I waited two months to write a second review to give me time to try out all of its features. I really like the built in mike and camera. The work really well with skype. The sound system is awesome. While it is fun to brag that my laptop has a subwoofer. It is even cooler that is sounds so great. I also really appreciate the dedicated sound button.

The battery is good. It has 50 percent more life than my previous laptop. The screen is very clear and crisp. The memory card slot accommodates my Olympus memory which makes downloading pictures very easy.

Page views

URL: http://bracethyself.blogspot.com/2008_06_01_archive.html


Our Athlete Blogger’s Praise & Verbatims

•Nicole Forrester- http://nicole-forrester.blogspot.com/ - “These guys were great! Customer and Client Service -- Grade A. I have used a lot of various laptops over the years, and without a doubt I can say that none measure up to Lenovo.”

•Peter Lopez- http://peterlopez08.blogspot.com/ - “I just wanted to thank you for the opportunity to join the Lenovo team. You don’t understand the number of Peruvians we've reached. They all seem to have really loved it and keep telling me not to stop writing.”

•Farrah Hall- http://www.farrah-hall.com/index.php?option=com_mojo&Itemid=21&p=48 - “Expecting another day of light wind, I worked out in the morning, running on the beach and doing lots of pushups. I then took my Lenovo laptop down to the waterfront to do some work.”

•Mannie Heymans- http://www.mr-african.com/?p=88 - “Last night Patrick Erik and I were invited by Lenovo to the “Deutches Haus”…where all the German athletes can go to feel at home away from home. Just before we left I got hand delivered my very own Lenovo Laptop because I am part of the Lenovo Olympic Games Blogger program.”

•Lopez Family- firstfamilyoftaekwondo.blogspot.com - “I would like to thank Lenovo for giving us the opportunity to do this blog and for the cool gadgets they sent us to allow us to connect with the fans out there.”


CNet Asia: “IdeaPads and videocams supplied to athletes to blog during the Olympics”

July 30, 2008Worldwide Olympics partner Lenovo

is certainly making its presence felt at the upcoming Beijing games…And for the first time, athletes from over 25 countries across 29 sports disciplines have been invited to blog about their experiences before and during the games. They will be supplied with Lenovo IdeaPads for blogging. According to the PC maker, the objective is "to bring a real insider's perspective on what is happening during the Games to fans at home around the world".

Number of impressions/viewers- 1,000,000

URL: http://asia.cnet.com/crave/2008/07/30/ideapads-and-videocams-supplied-to-athletes-to-blog-during-olympics/?scid=rss_c_crv


AdRants: “Ogilvy-er,Lenovo-Blogs and Tweets from Summer Olympics”July 7, 2008

Lenovo is maximizing its Summer Olympics sponsorship with a social media rollout dubbed "Voices of the Olympic Games." Here's my painstaking rehash: Ogilvy recruited 100 athletes from 25 countries to blog their Olympic experiences. Each was given a Lenovo laptop and Flip camera as an incentive. Ogilvy and team will also be blogging over the course of the games under Lenovo Blogs. (For those whose attention spans have completely eroded, just follow @lenovo2008 on Twitter.)

Number of impressions/viewers- 390,372

URL: http://www.adrants.com/2008/07/ogilvy-er-lenovo-blogs-and-tweets.php


The Social Path: “Blogging Olympians offer a whole new view of the games”August 13, 2008

“I found out about the "Voices of the Olympic Games" project by electronics manufacturer Lenovo. One hundred athletes were given a Lenovo computer and Flip camera in hopes they would blog about the games. It's so vastly different from the slick, overly produced newscasts, you quickly start to find yourself enamored with relatively obscure athletes who are training and competing relentlessly without much hope of landing in the limelight.”

Number of impressions/viewers- 4,500

URL-http://www.thesocialpath.com/2008/08/blogging-olympi.html


weThink: “Let the (digital) games begin!”August 8, 2008

Lenovo has given laptops and Flip video cameras to 100 athletes… Their blog posts are revealing, touching and sometimes humorous. Mainstream media will blast us with Phelps, LeBron, Kobe and Torres, but Lenovo’s athlete bloggers allow us to partake in the “common” Olympian’s experience

Number of impressions/viewers- 5600

URL: http://blog.resource.com/2008/08/let-the-digital-games-begin/


Lenovo Share Of VoiceVolume of posts with brand mentions versus other WW Sponsors


Lenovo Share Of Voice:Volume of posts versus the other 2 top performing WW Sponsor brands using social media



What Worked?

– Using social media to do something completely different from other sponsors– Engaging real athletes in a way that related to the technology and products that Lenovo makes without using a “hard sell” marketing message– Creating content from the Games to extend the athlete voices with our own and have a dialogue with people – Listening to comments and conversation about the Lenovo brand during this high profile event, and responding authentically– Having a highly engaged and proactive client team and close collaboration between the Ogilvy and Lenovo teams– Leverage the physical spaces that Lenovo had set up (i-Lounges, etc.) during the Games to interact with athletes and fans


What we could have done better

• The great Chinese firewall meant that access to all sites was difficult, and ended up limited some of the more conversational elements of our program (such as blog commenting)

• Our original aggregation page was not very search friendly and though we made some changes, we did never fully leveraged the power of organic search to drive traffic to our site

• The internal story of the campaign to get Lenovo employees excited never quite came together with any kind of concentrated effort

• We never had a chance to bring all of our athletes together and help them to feel that they were part of a bigger idea rather than just individual bloggers sharing their voices on a combined site



The Bottom Line …

The Voices Of the Summer Games

campaign brought the Olympics

(and Lenovo’s sponsorship) to

life in a real and authentic way

for millions of Olympic Fans

around the world.


Case Study: Lenovo Singapore


SG Engagement Model

• Microblogging• Facebook• Exclusive blogger events• Review PCs • Leaving comments• Monitoring• Responding to queries• Maintaining real relationships • Evangelist outreach

LISTENPARTICIPATE

CREATE

…and Flickr, Wordpress, YouTube, Wiki, Forums…


This is also my brand online -- offline

bar camp kl corporates in social media lenovo case study

Technology