Geek Marketing Folio 2008 David Churbuck, VP Global Web Marketing, Lenovo | 09.23.08

What is a “Geek Marketer?” Steve Rubel, Edelman: “ Cross-trained specialists fluent in marketing and tech and bridge them. Marketers by trade, yet they also have a hard-core interest in technology and social anthropology. “… they are constantly studying how digital advances are changing our culture and media. Armed with these insights, they regularly apply them in a marketing context by working closely with brand teams to codify new best practices. “ Geek Marketers create competitive advantage through rapid-fire testing and learning. “… shepherding the development, testing and measurement of all kinds of groundbreaking marketing programs. Their pilots span from the simple, such as building RSS feeds, to the complex, creating multifaceted community programs. “

Steve Rubel, Edelman:

“ Cross-trained specialists fluent in marketing and tech and bridge them. Marketers by trade, yet they also have a hard-core interest in technology and social anthropology.

“… they are constantly studying how digital advances are changing our culture and media. Armed with these insights, they regularly apply them in a marketing context by working closely with brand teams to codify new best practices.

“ Geek Marketers create competitive advantage through rapid-fire testing and learning.

“… shepherding the development, testing and measurement of all kinds of groundbreaking marketing programs. Their pilots span from the simple, such as building RSS feeds, to the complex, creating multifaceted community programs. “

499 on the Fortune Global 500 $17 billion in revenue in Fiscal 08 19,000 employees No HQ Chinese Chairman: American CEO: Indian CMO

499 on the Fortune Global 500

$17 billion in revenue in Fiscal 08

19,000 employees

No HQ

Chinese Chairman: American CEO: Indian CMO

The end of an era ….. Clay Felker Jim Michaels Bill Ziff

Magazines –The Perfect Market? (circa 1988) A common space defined by editorial where buyers (readers) and sellers (advertisers) were brokered by the publisher Marketing services List rentals Bingo card lead generation Custom publishing Metrics that drove the business Rate base Newstand Survey results Syndicated research Pass-along? Please! Interactivity Letters to the editor and little else

A common space defined by editorial where buyers (readers) and sellers (advertisers) were brokered by the publisher

Marketing services

List rentals

Bingo card lead generation

Custom publishing

Metrics that drove the business

Rate base

Newstand

Survey results

Syndicated research

Pass-along? Please!

Interactivity

Letters to the editor and little else

Everyone is Media (circa 2006) Open source tools lower the barriers to entry Corporate journalism shifts the story telling to the story owner Era of abundance means readers are a click away from “next” Fracture of mass into the long tail – riches in the niches No more click and consume, now click, consume, contribute UGC Commentary Look at me generation

Open source tools lower the barriers to entry

Corporate journalism shifts the story telling to the story owner

Era of abundance means readers are a click away from “next”

Fracture of mass into the long tail – riches in the niches

No more click and consume, now click, consume, contribute

UGC

Commentary

Look at me generation

The new bosses in 2008 Harry McCracken Dan Lyons Om Malik

Geek Marketing The most accountable tactic in the marketing portfolio Based on a foundation of: Digital enablement Self-developed programs Fractured agency model Less willing to abdicate customer contact to publisher or agency Execution focused vs. planning and buying Metrics and analytics “ Not everything that counts can be counted; and not everything that can be counted, counts” Einstein Focused on the dichotomy between demand and brand Perpetual beta

The most accountable tactic in the marketing portfolio

Based on a foundation of:

Digital enablement

Self-developed programs

Fractured agency model

Less willing to abdicate customer contact to publisher or agency

Execution focused vs. planning and buying

Metrics and analytics

“ Not everything that counts can be counted; and not everything that can be counted, counts” Einstein

Focused on the dichotomy between demand and brand

Perpetual beta

Online dominates the Lenovo spend 60-40

The Digital Marketing Dollar Search 45%+ PC Verticals 25% Display ads 20% Affiliates 5% CSE 5%

Search 45%+

PC Verticals 25%

Display ads 20%

Affiliates 5%

CSE 5%

Demand Gen E-commerce driven Behavioral targeting is a wish Tight Expense-to-Revenue model Client-side metrics trump the publishers’ every time Comscore? Nielsen?

E-commerce driven

Behavioral targeting is a wish

Tight Expense-to-Revenue model

Client-side metrics trump the publishers’ every time

Comscore? Nielsen?

Social Media Marketing Brand defined by Word of Mouth Reputation monitoring and management Conversational marketing

Brand defined by Word of Mouth

Reputation monitoring and management

Conversational marketing

Where is digital marketing headed? Impression based, CPM driven models are tired. CPC, success event models are driving DG Online brand is moving from share of voice to social Time to move beyond lead gen, landing page, microsite based programs Something closer to custom publishing integrated with an easily redeployed social media technology Lead Gen through connections, not gates

Impression based, CPM driven models are tired.

CPC, success event models are driving DG

Online brand is moving from share of voice to social

Time to move beyond lead gen, landing page, microsite based programs

Something closer to custom publishing integrated with an easily redeployed social media technology

Lead Gen through connections, not gates

Voices of the Summer Olympics

Metrics Online Activity Measurement Target (Sept ’08) Actuals (R,Y,G status) Voices of the Olympic Games # of total visitors on lenovo.com/2008 lenovo.com/voices AG: 600K 1M EMEA: 270K 460K AP: 130K 142K # of bloggers on summergames. lenovo.com AG: 55 52 EMEA: 30 37 AP: 15 12 # of countries teams on summergames. lenovo.com AG: 7 7 EMEA: 11 12 AP: 5 5 External site program impressions 5M 10M # of sports represented on summergames. lenovo.com 31 31 Facebook # of Application downloads 200K 250K Mobile # of Application downloads 25K 60K

# of total visitors on

lenovo.com/2008

lenovo.com/voices

Voices – the reviews “… there is one company that stands out for figuring out how to leverage athletes for the better of its brand. I am talking about Lenovo…” “ Their blog posts are revealing,touching and sometimes humorous…Lenovo’s athlete bloggers allow us to partake in the “common” Olympian’s experience.” “ Here is An excellent example of marketing 2.0…need to be paying attention to.” “… you quickly start to find yourself enamored with relatively obscure athletes who are training and competing relentlessly…” “ AS NBC and other media outlets parachute into the Olympic village… expect to see the human side of the games from the Lenovo-backed bloggers reporting from the other hot zone.” “ What sets Lenovo’s program apart …is its wholesale willingness to support athletes by providing them with the tools they needed.”

“… there is one company that stands out for figuring out how to leverage athletes for the better of its brand. I am talking about Lenovo…”

“ Their blog posts are revealing,touching and sometimes humorous…Lenovo’s athlete bloggers allow us to partake in the “common” Olympian’s experience.”

“… you quickly start to find yourself enamored with relatively obscure athletes who are training and competing relentlessly…”

“ AS NBC and other media outlets parachute into the Olympic village… expect to see the human side of the games from the Lenovo-backed bloggers reporting from the other hot zone.”

“ What sets Lenovo’s program apart …is its wholesale willingness to support athletes by providing them with the tools they needed.”

A viral tool to let Facebook users “cheer” their country’s teams Exceeded download target of 200k by 25% High User Engagement # of return visitors (398K) Approx. 1.8M pageviews Avg. time spent: 0:02:58 Participation metrics Invites (1.6M) Cheers (167K) Bumps (12K) The FB application successfully pulled in news & information (by country, sport, athlete) that followed the arc of the Olympic games Focus on the Lenovo Athlete Bloggers and their stories engaged consumers, drove return visits and united the programs 120 countries participated Facebook Target Metrics Goal Results Lenovo app download # on Facebook 200K 250K

A viral tool to let Facebook users “cheer” their country’s teams

Exceeded download target of 200k by 25%

High User Engagement

# of return visitors (398K)

Approx. 1.8M pageviews

Avg. time spent: 0:02:58

Participation metrics

Invites (1.6M)

Cheers (167K)

Bumps (12K)

The FB application successfully pulled in news & information (by country, sport, athlete) that followed the arc of the Olympic games

Focus on the Lenovo Athlete Bloggers and their stories engaged consumers, drove return visits and united the programs

120 countries participated

Mobile Cell Phone application allows users to connect to the Voices of the Olympic Games Program Exceeded download target by 140% iPhone downloads far outpaced the other platforms (58,780 total downloads) First mover advantage; Lenovo was the first advertiser to leverage the Zumobi dynamic application for a major event Rapid modifications made in response to John Patrick, IBM, feedback Target Metrics Goal Results Lenovo Zumobi app download 25K 60K

Mobile

Cell Phone application allows users to connect to the Voices of the Olympic Games Program

Exceeded download target by 140%

iPhone downloads far outpaced the other platforms (58,780 total downloads)

First mover advantage; Lenovo was the first advertiser to leverage the Zumobi dynamic application for a major event

Rapid modifications made in response to John Patrick, IBM, feedback

Olympic Media 100% SOV on Y! HP across five markets: US, UK, FR, DE, ES Italy Y! HP ran on 8/22 SI, ESPN, Google Display, GoogleTV Floating flash in the US; SUMO video in EMEA Over 220MM impressions delivered WW US: 168.5MM impressions, .13% CTR, EMEA: 51.7MM impressions, .27% CTR,

Olympic Media

100% SOV on Y! HP across five markets:

US, UK, FR, DE, ES

Italy Y! HP ran on 8/22

SI, ESPN, Google Display, GoogleTV

Floating flash in the US; SUMO video in EMEA

Over 220MM impressions delivered WW

US:

168.5MM impressions,

.13% CTR,

EMEA:

51.7MM impressions,

.27% CTR,

Lenovo versus the competition Radiant6 Tool tracks the Volume of conversations (Brand + Olympics) found within Mainstream news articles, Blogs, Forums, Twitters

Olympic impact to Lenovo.com Shop traffic went up 75%. Search for ‘Lenovo’ increased by 40%

Unsolicited advice Perpetual Beta Develop a custom digital publishing unit based on Open or hosted tool sets Flickr, Picasa, del.icio.us, Twitter, FriendFeed, Facebook, MySpace, Bebo, Orkut Integrate events with online programs Initiate meetups, mashups Drop your registration walls and rethink Lead Gen

Perpetual Beta

Develop a custom digital publishing unit based on

Open or hosted tool sets

Flickr, Picasa, del.icio.us, Twitter, FriendFeed, Facebook, MySpace, Bebo, Orkut

Integrate events with online programs

Initiate meetups, mashups

Drop your registration walls and rethink Lead Gen

“ The difference isn’t in the technology as much as it is in the mindset. In order to pull this off, we’ll need to think more like bloggers, uploaders, journalists and mash-up artists than marketers, copywriters and designers.” David Armano, Logic & Emotion

“ The difference isn’t in the technology as much as it is in the mindset. In order to pull this off, we’ll need to think more like bloggers, uploaders, journalists and mash-up artists than marketers, copywriters and designers.”

David Armano, Logic & Emotion

http://www.churbuck.com/wordpress [email_address] +1.508.360.6147 SKYPE: davidchurbuck Twitter: dchurbuck

http://www.churbuck.com/wordpress

[email_address]

+1.508.360.6147

SKYPE: davidchurbuck

Twitter: dchurbuck