Social Media Marketing Strategy for Lenovo

MSU New Media

Driver’s License

Fall 2010

Jiang She

Challenges

• Lenovo’s greatest challenges are getting their name out, and catching the attention of their target market

• 3 Reasons:

Late entry into the market

Intense competition

Weak brand image

Goals

• Raise awareness/catch attention

• Broaden target segment

• Develop new online strategies

• Enhance older advertising campaigns

Social Media strategiesSocial Media strategies

• This campaign will rely heavily on social media• A blog will be set up for people that have Lenovo computers and love

them• This is to optimize word-of-mouth, and forum can be a great platform • More websites and key AdWords will be added to create a better SEO• It will also use Google advertising tools to monitor their progress

Lenovo’s blogging

Lenovo’s Forums

Google AdWords

Google Analytics

Other social media

Evaluation

• Clicks and replies on blogs• Page views, total threads and total replies of forums• Google AdWords and Facebook advertising• Use Google Analytics• Number of Facebook and Twitter followers• Views number of promoted videos on YouTube

Budget, timeline & media allocationBudget, timeline & media allocation

• Because we are focusing on using social media to gain reach, the budget will be very low

• The timeline will be based on peak times of personal laptop purchases• Fall; when students are getting prepared for college

Media allocation: