LEVELING THE PLAYING FIELD FOR GLOBAL BRANDS презентация

Содержание

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

Слайд 1AJIT SIVADASAN VP & GM LENOVO



ajitsivadasan

LEVELING THE PLAYING FIELD

FOR GLOBAL BRANDS

Dec 09, 2014

Слайд 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

Слайд 3

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
“CONSUMERS ARE BEGINNING, IN A VERY

REAL SENSE, TO OWN OUR BRANDS AND PARTICIPATE IN THEIR CREATION… WE NEED TO BEGIN TO LEARN TO LET GO.”
- A.G. Lafley, CEO, Proctor & Gamble

Слайд 4THE 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.

WHAT IS DRIVING CHANGE?

Слайд 5WHAT IS DRIVING CHANGE?
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

THEY DEMAND THE

ABILITY TO INTERACT AND PARTICIPATE HOWEVER THEY WANT, WHENEVER THEY WANT.


Слайд 6THE DIGITAL GENERATION BY THE NUMBERS
COPYRIGHT(C) AJIT SIVADASAN, 2013
USE 4 OR

MORE DEVICE IN A SINGLE DAY

PREFER AND TRUST SOCIAL OVER TRADTIONAL ADVERTISING

CONSIDER A PERSONAL ACCOMPLISHMENT MORE IMPORTANT THAN HOME OWNERSHIP

TRUST PRODUCT REVIEWS AND INFORMATION ON BRAND WEBSITES

30%

38%

81%

77%

Слайд 7THE MARKETING EVOLUTION?
COPYRIGHT(C) AJIT SIVADASAN, 2013


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


Слайд 8 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

Слайд 9

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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.

WHAT ARE THE NEW RULES?

Слайд 10

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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.

WHAT ARE THE NEW RULES?

Слайд 11
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
TOOLS OF ‘ENGAGEMENT’?
Original Content | Co-Creation

Influencers & Communities | Short Form Video
Real-Time Marketing | Experiential Marketing

WHAT ARE THE NEW RULES?

Слайд 12
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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.

WHAT ARE THE NEW RULES?

Слайд 13LENOVO 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

Слайд 14LENOVO 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

Слайд 15ONGOING NURTURING AND MEANINGFUL CONVERSATIONS
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
















































































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.
































Слайд 16 KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT IS CHANGING, WHAT

ARE THE NEW RULES?

HOW DO WE KNOW IT IS BETTER ?

3

Слайд 17IS IT BETTER?
COPYRIGHT(C) AJIT SIVADASAN, 2013
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%

Слайд 182013 LENOVO INTERNAL. ALL RIGHTS RESERVED.



PRE-LAUNCH
LAUNCH EVENT
CAMPAIGN
THE YOGA TABLET LAUNCH--2013

Слайд 19EXCITE….EXPLORE
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 202014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 212014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

KEY VISUALS

LENOVO.COM & BUZZ PAGE
KEY VISUALS
DIGITAL

OOH

ASHTON VIDEOS :30 & WEB FILM

SOCIAL MEDIA

RICH MEDIA &
STANDARD BANNERS

ENGAGEMENT
MARKETING





PRE-LAUNCH BUZZ

3D :15 & :30 VIDEO


LAUNCH EVENT

RETAIL



Слайд 22Live 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

2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

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

Слайд 23Facebook
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.

Слайд 24Overall Social results
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 25FINAL THOUGHTS
COPYRIGHT(C) AJIT SIVADASAN, 2013
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©

Слайд 27Calculating the Social Health Index

Слайд 28CALCULATING THE SOCIAL HEALTH INDEX
P + A + R + S

=

Social Health Index

Слайд 29Metrics
Shareability
Participation
Retention
Acquisition
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

Слайд 30Calculation 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

18

900/50 =

12

600/50 =

4

200/50 =

2

100/50 =

Success of Activity – example for a Page that Published 50 Posts on Facebook

P

A

R

S


Слайд 31Calculation Example & Interpretation of the Results
YOUTUBE
TWITTER
FACEBOOK
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

Слайд 32Drill 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

Слайд 33Calculating the Social Health Index
THE COMPLETE PICTURE
of your social performance
in one,

easy-to-understand rating.

Слайд 34OUR NEW MODEL

Слайд 359 steps to engagement marketing
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 37
WHY DO CONSUMERS ENGAGE WITH A BRAND?





www.bzzagent.com

Слайд 38BRANDS ARE IN TROUBLE
COPYRIGHT(C) AJIT SIVADASAN, 2013
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

Слайд 39COPYRIGHT(C) AJIT SIVADASAN, 2013

Слайд 40What’s the PUNCH LINE?
COPYRIGHT(C) AJIT SIVADASAN, 2013
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?

Слайд 41Leveling the playing field: challenges for brands
COPYRIGHT(C) AJIT SIVADASAN, 2013
$$$ or

£££

BRAND TRANSITION; Markets, products, Customers

RISKY—second chances are difficult to come by


Слайд 42Leveling the playing field: opportunities for brands
COPYRIGHT(C) AJIT SIVADASAN, 2013
CHANGE RULES

of the game

By addressing REACH & SCALE cheaply



? MEASURE CREATIVITY in REAL TIME





Слайд 43COPYRIGHT(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

Слайд 44



OPPORTUNITISTIC? Or Seizing the moment?

Слайд 45

SUCCESS= OPPORTUNITY +PREPAREDNESS!
COPYRIGHT(C) AJIT SIVADASAN, 2013
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

Слайд 46MARKETING IS MORE END TO END TODAY

Слайд 47 GREAT CONTENT IS KING |Lessons from Red Bull
COPYRIGHT(C) AJIT SIVADASAN,

2013


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

Слайд 48“Less about selling the product, more about attitude--emotional ”
ENTERTAIN first sell

later| REDBULL

Слайд 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

Слайд 50SHAREABILITY ? ENGAGEMENT
Teaser
Submission
Winner
Teaser for 1 week
Drive submission from local community
Publicizing

through social channels and paid media

Encourage fans to submit selfie along 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)



Слайд 51USER GENERATED CONTENT ? HIGHLY SHAREABLE
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 522013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
http://www.youtube.com/watch?v=2X8Bd3-G6IU
CREATIVE IDEAS ? ENGAGEMENT

Слайд 53ENGAGEMENT can build EMOTIONAL CONNECTION
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 54A 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

2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 55







COPYRIGHT(C) AJIT SIVADASAN, 2013

Слайд 56Original Content – Co-Creation – Community – Short Form Video
Real-Time Marketing

– Experiential Marketing

Mass Marketing | Digital Marketing | Engagement Marketing

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Engagement Marketing is the new Battleground

Слайд 571. Understanding Our ‘People’
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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.

Слайд 582. Define the brand positioning and create a shared purpose
2014

LENOVO INTERNAL. ALL RIGHTS RESERVED.

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.



BELONG TO SOMETHING BIGGER THAN THEMSELVES



BE RECOGNIZED FOR WHAT THEY CREATE



BE LOVED DEEPLY



CREATE SOMETHING OF VALUE

Слайд 593. 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.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 60Tell 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.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

4. GROW AN AMAZING STORY OVER TIME THROUGH WOW CONTENT

Слайд 615. 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

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 626. 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.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 637. 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.)

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 648. 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.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 659. 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.

2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

Слайд 666.4M 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)

615K views on Lenovo.com (10/9- 11/24) 76% Duration

Слайд 67YOGA Launch Video (45 days post event)
2013 LENOVO INTERNAL. ALL

RIGHTS RESERVED.

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)

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