SubscribeWhy Lenovo S10 Social Media Campaign Is Not Good Enough
Last Tuesday on Ad:tech Shanghai, I was honored to be invited by Sam Flemming of CIC Data to be a panelist of “Internet Word of Mouth in China: Brands Engaging with Real People, Real Talk and Real Community”. On the panel, I made a 5-minute presentation on a case study of Lenovo Ideapad S10.
Since my slides is quite simple, I’d like to explain it a little bit. In last two months, Lenovo was promoting its new netbook, Ideapad S10, by a social media marketing campaign. It used BBS, QQ emotional icons, video, widgets/app on Xiaonei.com and etc. A lovely Kuku Bear is the brand image of S10, therefore Lenovo mainly promoted this bear image with some touching love story. The results is not bad. Its video on Youku was viewed for over 1.7 million times, its application on Xiaonei.com ranked No. 6 most popular apps on the platform, with about 58,000 daily active users. And its sales on Taobao shop is quite good.
But it has something important missing in the whole campaign, which can make it much better. That is conversation. S10 did not provide any channel for users to communicate with them, for example, the link to developer of app on Xiaonei just leads you to the official site of S10, while links of other apps on Xiaonei will lead you to a user profile page on Xiaonei.com. So they are using social media tools to do a social media marketing, but they just did it in a traditional broadcast marketing way, instead of conversational marketing.
In the slides, I also briefly discussed that conversation should be honest and open, you should not try to make fake posts online; and conversation means you should respect each users, and should not regard them as anonymous identities online.
I shared my slides on slideshare.net already. If you are interested in it, you can download the ppt file from slideshare, which contains some notes.
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[...] unknown wrote an interesting post today onWhy Lenovo S10 Social Media Campaign Is Not Good Enough : China …Here’s a quick excerptSo they are using social media tools to do a social media marketing, but they just did it in a traditional broadcast marketing way, instead of conversational marketing. In the slides, I also briefly discussed that conversation should be … [...]
[...] unknown wrote an interesting post today onWhy Lenovo S10 Social Media Campaign Is Not Good Enough : China …Here’s a quick excerptI shared my slides on slideshare.net already. If you are interested in it, you can download the ppt file from slideshare, which contains some notes. Why Lenovo S10 Social Media Marketing is Not Good Enough … [...]
[...] unknown wrote an interesting post today onWhy Lenovo S10 Social Media Campaign Is Not Good Enough : China …Here’s a quick excerptIn last two months, Lenovo was promoting its new netbook, Ideapad S10, by a social media marketing campaign. It used BBS, QQ emotional icons, video, widgets/app on Xiaonei.com and etc. A lovely Kuku Bear is the brand image of S10, … [...]
I completely agree with you. It seems like Lenovo did all the right things with this ad campaign, but it missed something essential - communication. The communication aspect is what strengthens the online community that Lenovo built up through advertising across the various social media platforms. The campaign was missing a way for potential consumers to actively interact with the brand rather than passively watching their advertisements.
[...] Why Lenovo S10 Social Media Campaign Is Not Good Enough Its video on Youku was viewed for over 1.7 million times, its application on Xiaonei.com ranked No. 6 most popular apps on the platform, with about 58000 daily active users. And its sales on Taobao shop is quite good. … [...]
I was ad:tech Shanghai and I thought what you had shared was very insightful. Creating a successful internet word of mouth campaign is indeed very tricky and more often than not, even though all the relevant elements are present, there would still be a missing aspect that will make or break a campaign. Perhaps, what was missing in the Lenovo campaign was a true exchange of information, values of the product that users were able to translate into value for themselves and their community.
[...] came across this post on the China Web2.0 Review blog about Lenovo’s recent online social media marketing campaign for its Ideapad S10 notebook [...]
[...] China, Lenovo was promoting its new kind of netbook, the Ideapad S10, through a social media campaign using BBS, QQ emotional icons, video, widgets, [...]
[...] Why Lenovo S10 Social Media Campaign Is Not Good Enough : China … [...]