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