Lenovo social media engagement
started post their acquisition of IBM PC business in 2005 when Lenovo found
that there is lot of discussion happening on various online discussion forums
& blogs and customers were actively engaging and discussing the various
product offerings and Lenovo decided that they should take control and own the
responsibility for responding to customer queries and feedback which is
critical for future business growth and improve the reputation of the company.
Lenovo was a small Chinese player and with IBM PC business acquisition they
became a global player with significant market share. Not only they felt the
need to respond to customers but also thought that the social media customer
engagement strategy will help them in making Lenovo brand a global brand. Within
Lenovo all the departments from legal to marketing were assigned responsibility
of interacting and managing social media presence. Legal department framed policy
and guidelines for social media engagement, marketing and sales have launched
specific campaigns targeting customers on various social media platforms,
Customer service was provided not only by company’s employees but Lenovo also
engaged peer-to-peer
customer service communities for interacting with the customers and solving
their problems and technical issues.
Customer Service Success - Lenovo created interdepartmental collaboration and
powerful partnerships within the organization between the marketing, sales,
product development and engineering teams for tackling the customer services
issues. Lenovo realized in 2005 that social media could help them understand
the customer's point-of-view, the major issues with service, product features,
functions, delays in shipments and their impact on the global customers.
According to Forrester Case Study “How Lenovo Implemented Customer Service
Social Media Best Practices” social media alignment of marketing, sales,
service and other departments to accelerate changes and improvements to the
customer experience has led to a 20% decrease in laptop service call volumes,
an increase in customer service agent productivity, a shortened product
problem-resolution cycle and an increase their Net Promoter Scores. The net-net
is a reduction in customer service support costs and an increase in sales. Social
media engagement with customer was even more necessitated due to the fact that
customer service costs for personal computing products was rising constantly,
putting pressure on margins and since products were becoming complex, the level
of expertise for the customer service representatives also had to be improved
by constant training which was adding to the costs and effecting margins.
Social Presence on various sites - Lenovo social media program moved from customer
service to a larger program where along with customer service the company used
the various social media platforms for marketing its products, new launches,
and enhance brand reputation. Lenovo’s has an internal social
media team which works round the clock to not only develop but also constantly
refresh content (text, images and videos) for all of Lenovo social media pages
which include Lenovo Vision YouTube Channel ( Around 9000 subscribers & 14
million video views), official Lenovo Facebook page ( Around 10,000 people
talking about Lenovo on Facebook & 350,000 Likes), Flickr stream, Lenovo
Blog, Lenovo Twitter feed (not to mention various regional feeds & around
5000 tweets & 22,000 followers) and it’s customized social media website,
Lenovo Social which aggregates all the
content from different social media sites in one central location to provide an
easy and complete view of all things social wise. Lenovo launched its Community
forums in 2007 and it has more than 15,000 volunteers and the forum site is
visited by millions of users every month. Till early 2012 Lenovo had pursued
multiple blogs strategy by publishing many blogs on various topics but the
blogging strategy was changed and redesigned
to centralize Lenovo's existing blogs and social media in an engaging,
navigable, and branded way, using one easily maintainable CMS.
Social
Media use at CES 2012 - During International Consumer
Electronics Show or CES 2012 held at Las Vegas, Lenovo used various social
media tools and its presence on various social media platforms to reach its
targeted audience effectively. Gavin O’Hara, Lenovo’s social media editorial
lead, gave Text100.com an in-depth overview of Lenovo’s social numbers as well
as measurement tools from CES and a snapshot of the outcome of Lenovo’s social
activities during CES, both online and offline were as follows:
- Twitter: Lenovo CES tweets reached a potential audience of 17 million people
- Facebook: Lenovo posts reached an audience of 250,000 people while generating more than 1.3 million impressions. For the week, the Lenovo Facebook page received 3,000 likes, 800 comments & 300 “shares”
- Flickr: Photos of products, parties and people got more than 25,000 views on the Lenovo photo library
- Lenovo Blogs: The behind-the-scenes blog posts got more than 25,000 page views
- YouTube: Lenovo CES-focused videos were watched by more than 50,000 people in a week. An astonishing 25,000 alone watched the Yoga “Hands On” interview.
Lenovo Social site which aggregates content from the various
social media sites like Twitter, Facebook, blogs, YouTube, Flickr etc. into one
place and also helps customers, volunteers and Lenovo teams effectively
navigate and manage the back-end
of the site to manage blog content, and each contributing author gets his own
account with necessary controls to access the content areas relevant to him.
Another unique feature of the site is a new tagging schema that
de-compartmentalizes blog topics so that users can find content easily, filter
by topics, products, recent, or popularity and users can click through all blog
posts in one place. Lenovo had set up a digital & social hub in Singapore
in 2011 that centralized digital thinking and strategy planning to support
marketing plans in various regions and also execute marketing campaigns,
monitor buzz, and form support teams dedicated to answer technical questions on
social channels. Lenovo social media strategy is all about engaging with
customers, informing them about various products & services, solving
customer issues and technical problems, and company is effectively using
various social media platforms and has achieved its target of being the Global
brand. The recently launched “The Do Network”, a new social media-fueled brand
engagement highlights the importance of social media presence and engagement in
overall Lenovo future growth strategy.
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