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Crowdopolis 14-slides-andrew-flanagan lenovo
The document discusses Lenovo's use of crowdsourcing and engagement marketing strategies. It describes a crowdsourcing platform pilot called Lenovo Exchange that generated user-generated content. It also discusses lessons learned, including starting simply, owning intellectual property, leveraging industry expertise, and being prepared to fail and try again. The goal is to better engage the "Net Generation" by sparking participation, generating content, and listening to customer insights.
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Crowdopolis 14-slides-andrew-flanagan lenovo
- 1. Crowdsourcing & Engagement Marketing AndrewFlanagan Exec. Director, Social Media & Lenovo.com
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- 3. by http://dailycrowdsource.comhttp://dailycrowdsource.com by • Lenovo Exchange– a crowdsourcing pilot • Engagement Marketing • Why people engage with a Brand • Marketing and the Crowd • Sparking Participation & Generating Content • Listening to the Crowd for Insight • Up next: “inspiring” Engagement • Lesson: Balance, Simplify & WOW Lenovo - Crowdsourcing Lessons & Next Steps http://www.lenovo.com
- 4. by http://dailycrowdsource.comhttp://dailycrowdsource.com byThe “Net Generation”Builds Technology Brands How to you best engage with this crowd??
- 5. by http://dailycrowdsource.comhttp://dailycrowdsource.com by Crowdsourcing a Crowdsourcing Platform •Design, layout, wireframes & setup • Ability to collect, host & manage content • Contests: images, video, animation, logo’s “YOUR LIFE YOUR MODE” Pilot Contest • Drive awareness for Yoga Laptop & “Modes” • Generate Excitement, Engagement & Content • UGC: Photo, Story & custom “mode” icon • 45K page views, 11K visits & 1K votes Lenovo Exchange A Crowdsourcing Platform Pilot http://www.lenovo.com
- 6. by http://dailycrowdsource.comhttp://dailycrowdsource.com by • Crawl /Walk / Run – Keep it simple in the early stages • Don’t jump in with a multi-layered approach • Stay in control of the process – Own the IP & Content • Leverage expertise within the industry – what to avoid & where to focus • Use existing communities to gain access • Find a great partner for seeding contests • Facebook & Twitter – great for UGC, but not as strong for Crowdsourcing • Expect to be surprised • People love to participate & are passionate about their interests • Be prepared to fail and to try again – be nimble, quick & focused Lenovo Exchange Lessons Learned http://www.lenovo.com
- 7. by http://dailycrowdsource.comhttp://dailycrowdsource.com by Mass Marketing |Digital Marketing | Engagement Marketing Engagement Marketing The new Battlefield http://www.lenovo.com Original Content – Co-Creation – Community – Short Form Video Real-Time Marketing – Experiential Marketing
- 8. http://dailycrowdsource.com by Why Engage witha Brand • Create Connections Important to “ME” • Let “ME” Express “MY” Point of View • Where can I get a Deal, or Earn Points • What are others Saying about the Brand • Help “ME” Solve a Specific Problem
- 9. http://dailycrowdsource.com by Design Inspires ourCustomers Unsolicited User Generated Content http://www.lenovo.com
- 10. http://dailycrowdsource.com by Sharing Experiences Customer PassionPoints http://www.lenovo.com “My ThinkPad is outliving my pickup truck The pickup went to the scrap yard last week” Where are you working today? “at the beach in Beautiful Thailand”
- 11. http://dailycrowdsource.com by Sharing Excitement Techno Lust& Out of Box Experience http://www.lenovo.com
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- 13. by http://dailycrowdsource.comhttp://dailycrowdsource.com by Activated a newListening Hub • Real Time Insights • Campaigns, Product Launches, Key Events • M&A’s & competitive conversations Listening to the Crowd Insights & Opportunities http://www.lenovo.com
- 14. by http://dailycrowdsource.comhttp://dailycrowdsource.com by Up Next: UtilizingInfluencers Inspiring Engagement across Communities http://www.lenovo.com
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