leveling the playing field for global brands

ajitsivadasan

2

KEY QUESTIONS

COPYRIGHT(C) AJIT SIVADASAN, 2013

1.

3.

2.

WHAT IS DRIVING CHANGE?

WHAT ARE THE NEW RULES?

HOW DO WE KNOW IT IS BETTER?

3

3 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

3

THE NEW LANDSCAPE

Active participation rules the day. Millions of people

collaborate with each other to create their own

experiences, mixing and remixing as they go.

The era of packaged experiences and passive

consumption is over.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.4


6

THE DIGITAL GENERATION BY THE NUMBERS


USE 4 OR MORE

DEVICE IN A

SINGLE DAY

PREFER AND

TRUST SOCIAL

OVER

TRADTIONAL

ADVERTISING

CONSIDER A

PERSONAL

ACCOMPLISHMEN

T MORE

IMPORTANT THAN

HOME

OWNERSHIP

TRUST PRODUCT

REVIEWS AND

INFORMATION ON

BRAND WEBSITES

30% 38% 81% 77%

7

THE MARKETING EVOLUTION?


Mass Marketing Digital Marketing Digital Engagement

METHOD:

Mass Marketing

FORMS:

TV, Print, Billboards

KPI:

Impressions & Awareness

METHOD:

Targeted Marketing

FORMS:

Search & Display, video

KPI:

Page Visits, Conversion

METHOD:

Engagement Marketing

FORMS:

Collaborative Marketing, and Relationship building

KPI:

Advocacy & Loyalty

8

KEY QUESTIONS


1.

3.

2.



HOW DO WE KNOW IT IS BETTER?

3


THE ESSENCE OF ENGAGEMENT

Engagement starts with the brand’s appreciation of the

consumers innate drive to be a participant, not just a spectator.

It requires a commitment, a rich conversation, and a level of

interaction deeper than the momentary flicker of connection.



THE ENGAGEMENT PARADIGM SHIFT

Combining traditional, digital, social and event marketing

tactics to invite consumers to participate with the brand.

Inviting the Digital Generation to be actively involved

through-out the customer journey.



TOOLS OF ‘ENGAGEMENT’?

Original Content | Co-Creation

Influencers & Communities | Short Form Video

Real-Time Marketing | Experiential Marketing



STARTS WITH MAPPING THE CONSUMER

AND BRAND EXPERIENCE

More than ever, global brands must understand their

customer’s passions & behaviors in order to engage them

effectively. Provides a basis for customer engagement

strategies- helping to inform how we deliver a seamless

customer experience moving forward.


13

LENOVO CONSUMER EXPERIENCE TO OWNERSHIP

Inspire the Digital

Generation to explore the

Lenovo brand.

Cultivate our influence- activate

our brand advocates and become

a credible resource.

Live in our Digital Generation’s

passion and interest areas- to

trigger conversion.

Welcome them to the

world of Lenovo.

EXCITE EXPLORE CONNECT OWNERSHIP

14

LENOVO CONSUMER EXPERIENCE POST OWNERSHIP

Provide amazing content with talk

value that’s worth sharing.

Incentivize to co-create and

live the brand experience.

Enable the Digital Generation to

write the brand story.

OWNERSHIP SHARE PARTICIPATE ADVOCATE

15

ONGOING NURTURING AND MEANINGFUL CONVERSATIONS


1

5

Drive Conversion

Support purchase consideration and

make it easy to buy.Reach Audiences

Build visibility of touchpoints and

campaign to drive brand awareness

and acquire new customers.

Always On Engagement

Offer relevant and value add contents and

services that make the consumer engage

with the brand on a frequent basis.

DIALOGUE & CONVERSION

CAMPAIGN

CAMPAIGN

CAMPAIGN

16

KEY QUESTIONS


1.

3.

2.


WHAT IS CHANGING, WHAT ARE THE NEW RULES?

HOW DO WE KNOW IT IS BETTER ?

3

17

IS IT BETTER?


GREATER

ENGAGEMENT

WHEN CONTENT

PUBLISHED IN 3

OR MORE

CHANNEL

MULTI CHANNEL

LED MARKETERS

REPORTED

REVENUE

INCREASE OF

OVER 15%

OF MILLENIALS

RETURN TO

BRANDS THAT

OFFER A

SEAMLESS END

TO END

EXPERIENCE

MARKETERS

BELIEVE AN

INTEGRATED

MARKETING

STRATEGY IS

CRUCIAL FOR LONG

TERM SUCCESS

24% 40% 42% 86%


PRE-LAUNCH LAUNCH EVENT CAMPAIGN

THE YOGA TABLET LAUNCH--2013

19

EXCITE….EXPLORE


22

Live streaming

YouTube & Lenovo.com

Videos Released on YouTube

18hrs of Ashton Kutcher

Beta Test by AK

Product Tour

Live Stream playback

Social amplification during event

Tweet from Ashton Kutcher

Build excitement for launch event

Introduce # Betterway

#Betterway shared experience across Social & Lenovo.com

Teaser posts & Vine videos to encourage dialogue

Engage Advocates & Influencers

Amplify with Social paid media

REACH…PARTICIPATE...OWNERSHIP


Pre-Launch Launch Post Launch

Google YouTube Pre-Roll media

Regional plays kick in

Digital Marketing Playbook

Paid Media on Facebook, Twitter & Google

Retail Execution

23

Facebook

– Reach: 8M people

– 804K clicks, likes, comments and shares

Twitter

– Reach: ~15M people & 2K retweets

– #betterway 121% higher engagement

Vine

– 180K views of teaser videos

YouTube

– 3.3M videos views

Lenovo.com Yoga Tablet pages

– 1.4M views & 326K unique visitors

SEO Impressions – 20% lift in traffic

RESULTS

2013 LENOVO RESTRICTED. ALL RIGHTS RESERVED.

24

Overall Social results


Overall Campaign 2014 2013

Reach 88M 23M

Engagement 552K 176K

Video Views 5M 4M

Key Metrics (Pre) 2014 2013

Reach 71M 8MEngagement 391K 53K

Posts 1.7K 231KFB Video Views 2.7M 0YT Video Views 521K 0

25

FINAL THOUGHTS


TRADITIONAL MARKETING PRINCIPLES ARE ALIVE AND WELL, BUT THE IMPLICATIONS OF DIGITAL ENGAGEMENT ON HOW WE MARKET IS PROFOUND

ENGAGEMENT IS A KEY ELEMENT OF THE NEW AGE MARKETING, IT IS END TO END, ONGOING AND DEEPLY INCLUSIVE

A CULTURE BUILT ON CONSTANT EXPERIMENTATION AND MEASUREMENT IS IMPORTANT FOR OPTIMIZING MEASUREABLE CREATIVITY©

27

Calculating the Social Health Index

Participation of Active Audience

Number of people who are

interacting with our contentP

Retention of Active Audience

How many users are coming

back to interact with us?R

Acquisition of New Audience

How much is our

community growing?A

Shareability of Brand Activities

How many users share

our content?S

CALCULATING THE SOCIAL HEALTH

INDEX

P + A + R + S = Social Health Index

29

Metrics

ShareabilityParticipation RetentionAcquisition

Users Liking and Commenting

on Admin Posts in the selected

time period*

Overlap of Active Unique

Users in current vs.

previous time period*

Shares of Admin posts

divided by number

of fans

Fan

Growth*

User Replies on Admin

Tweets in the selected

time period*

Overlap of Active Unique

Users in current vs.

previous time period*

Retweets of Admin tweets

divided by number

of followers

Follower

Growth*

Views Count in the selected

time period*

Due to limitation in

YouTube API, Retention

cannot be calculated

Shares of Videos on other

platforms (FB, TW) divided

by number of subscribers

Subscriber

Growth*

*) Divided by number of published Admin posts/tweets/videos in current time period

30

Calculation Example – Facebook

P: Received Likes or Comments from 900 people

A: 600 new fans liked the page

R: 200 people are liking/commenting consistently

S: 100 people sharing Page content

18900/50 =

12600/50 =

4200/50 =

2100/50 =

Success of Activity – example for a Page

that Published 50 Posts on Facebook

P

A

R

S

31

Calculation Example & Interpretation of the Results

YOUTUBE TWITTERFACEBOOK PARS PARS PARS PARS TOTAL

63

69

57

32

38

88

50

38

50

75

75

50

50

75

25

75

57

50

44

38

69 50 50 57

32

Drill Down Even Further…

S

75

50

63

P

63

63

38

R

75

-

-

A

50

25

50

PARS

69

50

50

S

63

38

50

P

38

38

88

R

50

-

-

A

63

63

13

PARS

57

38

50

S

25

88

38

P

100

25

50

R

63

-

-

A

75

50

75

PARS

69

50

50

33

Calculating the Social Health Index

Social Health Index

THE COMPLETE PICTURE

of your social performance

in one, easy-to-understand rating.

35

9 steps to engagement marketing


1. Understand our ‘people’

2. Define the brand positioning & create a shared purpose

3. Design an actionable, engaging idea

4. Grow an amazing story over time through WOW content

5. Develop co-creation incentive

6. Support with an amplification plan

7. Develop the on-going engagement mechanism

8. Make link to retail

9. Launch, track, learn and improve

37

WHY DO CONSUMERS ENGAGE WITH A BRAND?

www.bzzagent.com

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=9IGtObgFW1m75M&tbnid=6dc93ohSmwPGWM:&ved=0CAQQjB0&url=http://www.bzzagent.com/blog/post/facebook-brands-mars-consumers-venus/&ei=bHU7U_2XAenuyQGenYHwDw&bvm=bv.63934634,d.aWc&psig=AFQjCNGpf10sOkdpXyPywzQ3mx4WmSr5VA&ust=1396491958025377

38

BRANDS ARE IN TROUBLE


134,000 CUSTOMERS IN 23 COUNTRIES WERE ASKED WHAT THEY THOUGHT ABOUT 700 BRANDS (Havas Media)

A majority felt they could live with 73% of the brands VANISHING

EUROPE and AMERICA, 92% would not be missed

STUDY BY BCG FOUND THAT 46% MILLANIELS USE THEIR SMARTPHONES TO CHECK PRICES & ONLINE COMMENTS WHEN THEY VISIT A SHOP

CONSUMERS ARE BOMBARDED WHEREEVER THEY LOOK

Average westerner sees a logo 3000 times a day

THE ECONOMIST FEB 1ST 2014, SCHUMPETER

40

What’s the PUNCH LINE?


We are experiencing DRAMATIC CHANGE, fueled by TECHNOLOGY,

expressed via “DIMOSO”. Owned by CUSTOMERS

While marketing is alive and well, IT IS BEING APPLIED VERY

DIFFERENTLY, with a yet, undefined set of rules…

THERE IS AN ARBITRAGE FOR BRANDS…..maybe?

41

Leveling the playing field: challenges for brands


$$$ or £££

BRAND TRANSITION; Markets, products, Customers

RISKY—second chances are difficult to come by

42

Leveling the playing field: opportunities for brands


CHANGE RULES of the game

By addressing REACH & SCALE cheaply

MEASURE CREATIVITY in REAL TIME

43 COPYRIGHT(C) AJIT SIVADASAN, 2013

SEIZE THE MOMENT

Make CUSTOMERS PART of the plan, END 2 END

CREATIVE IDEAS and EMOTIONAL CONNECTION

MONITORING and MEASUREMENT in real time

Engagement Marketing Principles

44

OPPORTUNITISTIC? Or Seizing the moment?

45

SUCCESS= OPPORTUNITY +PREPAREDNESS!


TIDE (P&G) | February 2012 NASCAR race

OREO I February 2013 – Super Bowl

The tweet, designed and approved within minutes,

garnered more attention for the brand than its TV ad.

In less than an hour, the message was retweeted

15,811 times and drew 19,610 Facebook likes, while

Oreo gained positive free media coverage that lasted

for days.

Crash, Fuel Spill & Fire which a cleanup crew tackled using

boxes of Tide powder detergent

Within 72 hours P&G had social-media content, including a

15-second ad featuring news coverage of the spill

Reached #2 as a Twitter trending topic, 4X Twitter followers

and generated 350M media impressions

When the lights went out at the Super

Bowl, Oreo grabbed the spotlight with

seven simple words: "You can still

dunk in the dark“ on Twitter

46

Thousands of brand evangelists , advocates

and collaborators globally, ready to

promote, defend and support the brand

Influencers and Advocates

create Social validation and

increase viral reach

Key Focus: Earned & Shared

Social commerce and referral supported by

Social Sharing and Paid Social

Create urgency and provides

rational support of buying decision

Key Focus: Paid, Owned,

Earned, Shared

Give people experiences they want

to participate in and share

Key Focus: Paid, Owned,

Earned, Shared

Generate more shareable content and allowing

the audience to take part and create their own

content, generating product reviews and UGC

Give people a reason to follow

Key Focus: Paid & Owned

Relevant shareable content and

optimized amplification to reach more of

the right people with the right message

MARKETING IS MORE END TO END TODAY

47

GREAT CONTENT IS KING |Lessons from Red Bull


SELL A LIFESTYLE not a product

ENTERTAIN FIRST sell second

Aim for OPTIMUM SHAREABILITY

QUANTITY VS QUALITY

REWARD engagement

http://bostinno.streetwise.co/channels/5-content-marketing-lessons-learned-from-red-bull/

emotional

Amplify/Scale

48

“Less about selling the product, more about attitude--emotional ”

ENTERTAIN first sell later| REDBULL

49

“people sharing their own content is driving the awareness of GoPro”

SELL A LIFESTYLE | GoPro

http://www.yesmediaworks.com/blog/bid/114204/GoPro-Video-Marketing-Lesson-Get-Your-Customers-to-Make-Video

http://gopro.com/channel

http://gopro.com/channel

50

SHAREABILITY ENGAGEMENT

Teaser Submission Winner

• Teaser for 1 week

• Drive submission from local community

• Publicizing through social channels and paid media

• Encourage fans to submit selfiealong 2 main themes:

• Do Selfie (2 weeks)

• Failed Selfie (2 weeks)

• Submission compiled into the FB album by community manager

• Platforms for submission: Facebook, Twitter, Instagram

• Winner to be picked by Local community manager

• Prizes:

• Lenovo VIBE X

• Free make over and

photoshoot with a well-

known photographer using

the Lenovo VIBE X (depends

on local market)

51

USER GENERATED CONTENT HIGHLY SHAREABLE


52 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.http://www.youtube.com/watch?v=2X8Bd3-G6IU

CREATIVE IDEAS ENGAGEMENT

http://www.youtube.com/watch?v=2X8Bd3-G6IU

http://www.youtube.com/watch?v=2X8Bd3-G6IU

53

ENGAGEMENT can build EMOTIONAL CONNECTION


54

A mobile internet company dedicated to creating an all aspect user experience.

Founded in 2010, has fast become one of the leading tech firms in China.

Currently valued at over $10 billion USD and has over 3000 employees.

EXTREME CROWDSOURCING XIAOMI


56

Original Content – Co-Creation – Community – Short Form Video

Real-Time Marketing – Experiential Marketing

Mass Marketing | Digital Marketing | Engagement Marketing


Engagement Marketing is the new Battleground

57

1. Understanding Our ‘People’


The mass-market approach of

considering people as a homogeneous

group is over. People approach

brands differently each time they

interact with them- their moods,

mindsets, experiences are constantly

in a state of flux, as are their needs

and expectations.

We have to recognize this diversity

and balance our strengths in strategy

and data analytics to approach

consumers in a new and relevant way.

58

2. Define the brand positioning and create a shared purpose


Companies driven by purpose are authentic, as brands that act with clarity and

consistency are poised to win. Provides an opportunity to clearly define why our

brand matters to consumers- guiding why they would want to engage.

5

8

BELONG TO SOMETHING BIGGER THAN THEMSELVES

BE RECOGNIZED FOR WHATTHEY CREATE

BE LOVEDDEEPLY

CREATE SOMETHING OF VALUE

3. DESIGN AN ACTIONABLE, ENGAGING IDEA

An actionable idea, not a big, abstract

creative tagline. An idea that brings together

the brand and consumer in an inspiring and

actionable manner. An idea that generates

earned media first. An idea that co-creates

and delivers a purpose that fits with the

brand’s and people's values. An idea that is

improves the quality of people's lives in a

manner relevant to the brand.

An idea that is fun, surprising and seeks to

create buzz.


5

9

Tell an authentic brand story that is

continually fresh and compelling,

earning people’s attention rather than

paying for it. Building content that

audiences will value more.

Realizing that much of what we make

is not vital but incidental to people’s

everyday lives. Therefore demands

that we be a part of what interests

people, demands that we take a

position, and demands amazing to

overcome indifference.


6

0

4. GROW AN AMAZING STORY OVER TIME THROUGH WOW CONTENT

5. DEVELOP CO-CREATION INCENTIVE

Incentives are important and they do

matter. Which incentives? Given the

diversity of human motivations, it is

risky to focus on a few. However, the

following types of incentives have

been extremely instrumental in

motivating customers to part with

their time, energy and creativity.

RECOGNITION AND SELF-WORTH

HOW I CAN GET A DEAL

CAUSES

PASSIONS AND INTERESTS


6. SUPPORT WITH AN AMPLIFICATION PLAN

Maximize paid, owned and earned media

strategies to drive awareness, reach and

participation in our engaging idea. Brands

are fighting for attention in a fragmented and

crowded space, and can no longer rely on

smart content distribution alone to drive

engagement and interaction. It’s important to

look to paid media as an integral part of

overall engagement strategy.

Must deploy an ‘always on’ approach to keep

our brand top of mind- supporting with

adequate budgets to make an impact.


7. DEVELOP THE ON-GOING ENGAGEMENT MECHANISM

Create and map out opportunities for

how our audience will engage,

participate and share over time- across

a number of different ways. (i.e. watch,

create, submit, vote, share, post,

comment, forward, photograph, etc.)


8. MAKE LINK TO RETAIL

Where possible partner with big

customers to amplify and link to

sell through. One of our biggest

advantages are our Lenovo

retail locations- we have an

opportunity and a competitive

advantage to leverage this key

“moment of truth” along the

consumer journey.


9. LAUNCH, TRACK, LEARN AND IMPROVE

This new approach does not

predicate that we sacrifice

effectiveness or impact for

engagement. Effective engagement

translates into greater sales, higher

margins, and repeat purchase

behavior.

Target, measure and track reach,

attendance, social engagements,

traffic to .COM, online leads to

resellers, coupon usage, online

sentiment, etc.


66

6.4M YOGA Video Views (Lenovo.com, YouTube & Facebook) 3.7M views on Facebook (8/1-11/20)

[Rest of the direct video uploads NOV onwards)

(412K completed entire video)

2.08M views on YouTube (8/1-11/19)

(86% avg completion rate (Top 5 videos)

Top 5 Facebook Videos-drove 1.58M

Global: Let’s Get Comfy 514K

Middle East: Always Room 340K

Middle East: Always Room 338K

Global: Impressions Count 228K

USA: Let’s Get Comfy 157K

Top 5 YOGA YouTube Videos - drove 1.1M

YOGA Tablet 2 AK TV Spot - Goat 393.3K

YOGA Tablet 2 Pro - Projector

Demo218.9K

YOGA 3 Pro: AK Onesie 204.6K

Day In The Life Of AK 150.3K

AK Presents: Kids 137.9K

Top 5 Markets

United States 602.1K

United Kingdom 84.9K

Germany 82.4K

Russia 20.6K

Mexico 16.7K

Top 5 Markets

Lenovo Global 949K

Lenovo Middle East 679K

Lenovo UK 352K

Lenovo Germany 263K

Lenovo USA 119K

Top 5 YOGA Lenovo.com Videos-drove 390K

Yoga 3 Pro Product Tour 108.4

Yoga 3 Pro Tech Bytes Hinge 78.3K

Yoga Tablet 2 Product Tour 88.3K

Yoga 3 Pro Tech Byte Harmony 55K

Yoga TVC with AK & Goat 59.5K

Top 5 Markets

United States 607.4K

Germany 90.3K

Japan 84K

UK 83K

Canada 71.2K

615K views on Lenovo.com

(10/9- 11/24) 76% Duration

https://www.facebook.com/27678194634/posts/10152469666439635





https://www.youtube.com/watch?v=EbG1DV0S3Hs

https://www.youtube.com/analytics?o=U

67

YOGA Launch Video (45 days post event)


2014 Livestream

Event & Replays: 41.8K

Highlight Reels (2) (2min) & (14min) 22.9K

4 other Post Event Videos: 26.6K

TV Spots:

AK TVC GOAT : 436.4K 311K views paid

AK TVC Onesie 238K 134K views paid

AK TVC Massage 27.9K

AK TVC Toes 32.9K

Product Tours

YOGA Tablet 2 Pro Tour 139.3K

YOGA 3 Pro Tour 117K

YOGA Tablet 2 Tour 46K

18 other YouTube videos on next 2 slides (33 total) 2.08M

Facebook video player introduced in 2014

(Let’s Get Comfy, Always Room, Impressions count) 3.7M

Total: 5.78M views (with 445K views paid)

2013 Livestream

Event & Replay: 226K

Highlight Reel 3.3K

TV Spots:

AK 18 Hours TVC: 1.23M 1.16M views paid

AK Beta Test TVC: 859.4K 731K views paid

Product Tour

Yoga Tablet Product Tour 323K

Others:

Yoga Tablet in 3D 45K

Yoga Tablet Better By Design 5.5K

Vine Magnet, Plunger, Cord, Velcro 10K

( 11 total)

Total: 2.7M (with 1.9M views paid)