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LEVELING THE PLAYING FIELD FOR GLOBAL BRANDS

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Ajit Sivadasan VP & GM Lenovo ajitsivadasan LEVELING THE PLAYING FIELD FOR GLOBAL BRANDS Dec 09, 2014


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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


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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 3


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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 WHAT IS DRIVING CHANGE?


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WHAT IS DRIVING CHANGE? 2014 LENOVO INTERNAL. All rights reserved. THEY DEMAND THE ABILITY TO INTERACT AND PARTICIPATE HOWEVER THEY WANT, WHENEVER THEY WANT.


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THE 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%


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THE 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


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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


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2014 LENOVO INTERNAL. All rights reserved. 9 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?


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2014 LENOVO INTERNAL. All rights reserved. 10 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?


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2014 LENOVO INTERNAL. All rights reserved. 11 TOOLS OF ‘ENGAGEMENT’? Original Content | Co-Creation Influencers & Communities | Short Form Video Real-Time Marketing | Experiential Marketing WHAT ARE THE NEW RULES?


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2014 LENOVO INTERNAL. All rights reserved. 12 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?


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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


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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


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ONGOING NURTURING AND MEANINGFUL CONVERSATIONS 2014 LENOVO INTERNAL. All rights reserved. 15 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.


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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


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IS 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%


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2013 LENOVO INTERNAL. All rights reserved. PRE-LAUNCH LAUNCH EVENT CAMPAIGN THE YOGA TABLET LAUNCH--2013


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EXCITE….EXPLORE 2014 LENOVO INTERNAL. All rights reserved.


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2014 LENOVO INTERNAL. All rights reserved.


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2014 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


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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 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


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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.


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Overall Social results 2014 LENOVO INTERNAL. All rights reserved.


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FINAL 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©


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Calculating the Social Health Index


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Calculating the Social Health Index P + A + R + S = Social Health Index


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Metrics 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


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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 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


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Calculation 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


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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


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Calculating the Social Health Index The complete picture of your social performance in one, easy-to-understand rating.


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OUR NEW MODEL


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9 steps to engagement marketing 2014 LENOVO INTERNAL. All rights reserved.


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WHY DO CONSUMERS ENGAGE WITH A BRAND? www.bzzagent.com


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BRANDS 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


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Copyright(c) Ajit Sivadasan, 2013


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What’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?


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Leveling 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


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Leveling 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


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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


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OPPORTUNITISTIC? Or Seizing the moment?


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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


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MARKETING IS MORE END TO END TODAY


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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


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“Less about selling the product, more about attitude--emotional ” ENTERTAIN first sell later| REDBULL


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“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


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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 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)


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USER GENERATED CONTENT ? HIGHLY SHAREABLE 2013 LENOVO INTERNAL. All rights reserved.


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2013 LENOVO INTERNAL. All rights reserved. http://www.youtube.com/watch?v=2X8Bd3-G6IU CREATIVE IDEAS ? ENGAGEMENT


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ENGAGEMENT can build EMOTIONAL CONNECTION 2013 LENOVO INTERNAL. All rights reserved.


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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 2013 LENOVO INTERNAL. All rights reserved.


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Copyright(c) Ajit Sivadasan, 2013


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Original 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


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1. 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.


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2. 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. 58 Belong to something bigger than themselves Be recognized for what they create Be loved deeply Create something of value


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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. 2014 LENOVO INTERNAL. All rights reserved. 59


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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. 2014 LENOVO INTERNAL. All rights reserved. 60 4. Grow an amazing story over time through WOW content


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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 2014 LENOVO INTERNAL. All rights reserved.


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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. 2014 LENOVO INTERNAL. All rights reserved.


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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.) 2014 LENOVO INTERNAL. All rights reserved.


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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. 2014 LENOVO INTERNAL. All rights reserved.


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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. 2014 LENOVO INTERNAL. All rights reserved.


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


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YOGA 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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