Youtube Innovation Lenovo

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Youtube Innovation Lenovo

  1. 1. DO MORETHAN JUST VIDEOS.WITH YOUTUBE**CONFIDENTIAL**
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LET’S GET MORE FROM YOUTUBETHAN JUST ADVERTISING & ENGAGEMENT.LET’S TURN IT INTO A SALES TOOL.
  2. 2. WHY DO WENEED YOUTUBE?**CONFIDENTIAL**
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ITS WHERE YOUR AUDIENCE IS.500 Million users watch 2.5 Billion videos everyday.54% of them are in the 15-34 age group.30% are 15-24 years old.*Source:
Google
Proprietary.

  3. 3. WHY DO WENEED YOUTUBE?**CONFIDENTIAL**
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ITS WHERE YOUR AUDIENCE IS.500 Million users watch 2.5 Billion videos everyday.54% of them are in the 15-34 age group.30% are 15-24 years old.ITS WHERE THEYRE LOOKING FOR YOU.YouTube is the worlds No. 2 Search Engine.464,204 searches for laptops & desktops monthly in the U.S alone.*Source:
Google
Proprietary.

  4. 4. 







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Internet Markets still a research online,purchase offline marketSource:
Consumerbarometer.com
3%
9%
13%
16%
34%
56%
45%
 38%
0%
10%
20%
30%
40%
50%
60%
70%
India
 Brazil
 China
 World
Research
Online
Purchase
Online
 Research
Online
Purchase
Offline
3%
 5%
8%
16%
19%
 21%
29%
33%
39%
28%
 26%
65%
72%
40%
AutomoRves
 CPG
&
Healthcare
 Finance
 Media
&
Entertainment
&
Local
 Retail
 Technology
 Travel
Research
online
Purchase
online
Research
online
Purchase
offline

  5. 5. Internet Markets still a research online,purchase offline market3%
9%
13%
16%
34%
56%
45%
 38%
0%
10%
20%
30%
40%
50%
60%
70%
India
 Brazil
 China
 World
Research
Online
Purchase
Online
 Research
Online
Purchase
Offline
3%
 5%
8%
16%
19%
 21%
29%
33%
39%
28%
 26%
65%
72%
40%
AutomoRves
 CPG
&
Healthcare
 Finance
 Media
&
Entertainment
&
Local
 Retail
 Technology
 Travel
Research
online
Purchase
online
Research
online
Purchase
offline
LET’S CLOSE THE GAPby making it easier for usersresearching your products online,to also experience and purchasethem online.







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Source:
Consumerbarometer.com

  6. 6. HOW DO WEON YOUTUBE?ENABLE THIS**CONFIDENTIAL**
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STEP 1. LET VISITORS INTERACT WITH OUR PRODUCTS.By creating a virtual product catalogue through a YouTubeBrand Channel, which will include immersive 3D Demos forflagship products.
  7. 7. HOW DO WEON YOUTUBE?ENABLE THIS**CONFIDENTIAL**
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The ideas presented here can be integrated into existing plans for Lenovo’sBrand Channel being developed by other teams with the Lenovo Global WebMarketing Team. They are meant to be a value add, and not a duplication ofeffort.Designs shown in this proposal are indicative only. The final design may varydepending on brand and technical requirements.STEP 1. LET VISITORS INTERACT WITH OUR PRODUCTS.By creating a virtual product catalogue through a YouTubeBrand Channel, which will include immersive 3D Demos forflagship products.
  8. 8. HOW DO WEON YOUTUBE?ENABLE THIS**CONFIDENTIAL**
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STEP 2. MOVE THEM TO THE FINAL STAGE OF PURCHASE.By integrating e-commerce into YouTube – allowing them tocomplete as much of the purchase process as possible,in an environment they’re already familiar with.
  9. 9. HOW DO WEON YOUTUBE?ENABLE THIS**CONFIDENTIAL**
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STEP 3. GRAB EVERY OPPORTUNITY TO ENGAGE & SELL.By automating comment response to ensure we never miss outon replying to any comments from interested users.
  10. 10. STEP 1:A BRAND CHANNEL.CREATING**CONFIDENTIAL**
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  11. 11. **CONFIDENTIAL**
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OFFER THE FLEXIBILITYto build functionalities like product catalogue, interactive 3D demos,e-commerce integration etc.ARE ACTIVELY PUSHEDby YouTube, leading to increased traffic and more eyeballs.COME WITH GOOGLE ANALYTICSthat help advertisers monitor usage, track conversion rates,and spot trends that enable them to continuously improve thechannel’s performance.BECAUSE ONLY BRAND CHANNELS…WHY DO WE NEED A BRAND CHANNEL?
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  13. 13. **CONFIDENTIAL**
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  14. 14. **CONFIDENTIAL**
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VIDEO AREA to display the selectedproduct’s 3D demo / video.
  15. 15. **CONFIDENTIAL**
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INTERACTIVE 3D DEMOFor select Lenovo products, the videoplayer area will be replaced by afully interactive, totally immersive,3D product demo.
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INTERACTIVE 3D DEMOUsers can zoom in and out of productsand view them from any angle.
  17. 17. **CONFIDENTIAL**
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INTERACTIVE 3D DEMOView the product in all the differentcolours its available in.
  18. 18. **CONFIDENTIAL**
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INTERACTIVE 3D DEMOOr open and shut the laptops.
  19. 19. **CONFIDENTIAL**
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INTERACTIVE 3D DEMOUsers can even turn on the machineand do anything they could on a realPC.
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INTERACTIVE 3D DEMOThey can right-click on theMy Computer icon to check outsystem specs, for example.
  21. 21. **CONFIDENTIAL**
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INTERACTIVE 3D DEMOOr they can run common applicationslike Windows Media Player or MS Word.
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INTERACTIVE 3D DEMOThey can even launch IE and browseYouTube or log into Facebook.
  23. 23. **CONFIDENTIAL**
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FEATURE ICONS.Users can roll over these forquick highlights of the features.
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QUICK SHARE ICONS.Making it easy for usersto share the videos withtheir friends everywhere.DEALS FOR SUBSCRIBERS.Encouraging more people tosign up, thus building an emaildatabase of prospective leads.
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  26. 26. **CONFIDENTIAL**
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Scrollable product catalogue sousers can find what they’re lookingfor easily and quickly.
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  28. 28. **CONFIDENTIAL**
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SHOP BY CATEGORY option toshowcase the wide range ofLenovo products.
  29. 29. STEP 2:E-COMMERCE.INTEGRATING**CONFIDENTIAL**
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  30. 30. **CONFIDENTIAL**
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  31. 31. **CONFIDENTIAL**
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WEEKLY DEAL pushed with therespective product’s 3D demo / video.
  32. 32. **CONFIDENTIAL**
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VIEW MODELS button to see allavailable models of theparticular product.
  33. 33. **CONFIDENTIAL**
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GALLERY WITH ROLL OVERto view available models andassociated deals.
  34. 34. **CONFIDENTIAL**
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GALLERY WITH ROLL OVERto view available models andassociated deals.
  35. 35. **CONFIDENTIAL**
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CUSTOMIZE button for users toselect personalize theirpurchase.
  36. 36. **CONFIDENTIAL**
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ABILITY TO CUSTOMIZE ORDERSright from YouTube.
  37. 37. **CONFIDENTIAL**
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FULL CMS INTEGRATIONso all the choices made by the user are saved andcarried forward to Lenovo’s payment gateway.
  38. 38. **CONFIDENTIAL**
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USER TAKEN TO LENOVO’SSHOPPING WEBSITEin a new window, only to completethe final step of the transaction.
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THE E-COMMERCE WIDGET:1. Simplifies the purchase process for the user– making it easier for him to close the deal withouthaving to leave YouTube.2. Transfers information from YouTube to Lenovo’sshopping portal – giving the user a virtual shoppingcart along with the 3D Demo / video of the producthe’s interested in.3. Pulls information from Lenovo’s shopping portal todisplay on YouTube – automatically updating the user’sfavourite website with the latest products & deals fromLenovo.
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If they’re on YouTube and they’re checking out your product, it’s safeto assume that they’re interested in it. But when they’re asked toclick-through to a new window for the company website, they mightput off the purchase decision for later.By offering them the ability to choose, customize and order theirdream machine right on YouTube, we’re increasing the chances ofthem closing the deal. They’re only taken to Lenovo.com to fill in theircredit card information – if they’ve come this far, chances are they’llcomplete the process.TAKING THEM TO LENOVO.COM?WHY DO IT ON YOUTUBE RATHER THAN
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Instead of spending advertising dollars creating awareness anddriving people to our website, let’s give them the chance to buy ourproduct where they’re already looking for it.IT’S THE DIFFERENCE BETWEENHAVING OUR PRODUCT AVAILABLE IN THEIR FAVOURITE MALLVERSUS ASKING THEM TO WALK INTO OUR EXCLUSIVE STORE.TAKING THEM TO LENOVO.COM?WHY DO IT ON YOUTUBE RATHER THAN
  42. 42. STEP 3:COMMENTS.AUTOMATING**CONFIDENTIAL**
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  43. 43. **CONFIDENTIAL**
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THESE ARE ACTUAL USERCOMMENTS by interested users,posted on a current Z570 video onYouTube – without any response.
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Quite a few users are posting comments on Lenovos videos asking for furtherinformation, or expressing a genuine interest in buying their products.Below are a few examples taken from existing Lenovo video pages:

On the Lenovo Z570 Laptop(http://www.youtube.com/watch?v=KRUSsjThEzQ)      On the Lenovo IdeaCentre B310 Desktop(http://www.youtube.com/watch?v=mSpq9c7Xks8) 

  45. 45. **CONFIDENTIAL**
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Quite a few users are posting comments on Lenovos videos asking for furtherinformation, or expressing a genuine interest in buying their products.Below are a few examples taken from existing Lenovo video pages:

On the Lenovo ThinkPad T400 Laptop(http://www.youtube.com/watch?v=xBcW90ngh4g)      On the Lenovo ThinkPad Tablet(http://www.youtube.com/watch?v=IXFexk6k39M) 
  46. 46. **CONFIDENTIAL**
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OPPORTUNITIES WASTED.RIGHT NOW, THESE ARE
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LET’S MAKE SURE NO COMMENTGOES WITHOUT A RESPONSE.An Automated Response Application that works on aNatural Language Processing engine – understandswhat the user says in context, and posts theappropriate stock response on YouTube.Identifies comments that do not have a stock response,and pushes those on priority to Lenovo’s social mediateam.By prioritizing & streamlining the operations forexisting Lenovo staff tasked with responding to usercomments, we’ll be able to increase the response rateand decrease the response time.
  48. 48. THANK YOU.**CONFIDENTIAL**
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