The Connected Shopper ExperienceUsing a customer journey framework for Digital

Sean Popen Director, Global Digital MarketingDecember 9, 2013

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Today’sObjective:

• An E2E Yoga Tablet marketing campaign – from pre-launch to launch to post-launch.

• Show the campaign using a customer journey framework from the perspective of a sample millennial target customer named Sophie.

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disclaimers

This is an approach for 2 campaigns this year; we continue to learn and adjust.

Everyone’s customer journey is unique.

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A $35B global personal technology company with 30,000 people and customers in 160+ countries.

Lenovo is…

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User Experience Becoming Increasingly Complex

• Behavior is continually changing.

• Vehicles for reaching customers is expanding.

• Marketing becomes sub-optimized.

• Tremendous media waste $.

• We need to capture data in this new world and create new experiences to extend customer value overtime.

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The marketing evolution leads to engagement?Mass Marketing Digital Marketing Digital Engagement

METHOD: Mass Marketing

FORMS: TV, Print, Billboards

METHOD: Targeted Marketing

FORMS: Search & Display, video

METHOD: Engagement Marketing

FORMS: Collaborative Marketing, and Relationship building

KPI: Impressions & Awareness

KPI: Page Visits & Conversion

KPI: Advocacy & Loyalty

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So what does this mean?

Everyone is connected to everything all the time

Customers have reclaimed their rightful position in the marketing eco-system …from push to pull

Marketing has become an end to end process naturally

A #BETTERWAY IS HERE3 MODES & 18 HOURS OF BATTERY LIFE

TILT STAND HOLD

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YOGA TABLET MARKETING CAMPAIGN

3 PHASES OF MARKETING PLAN – CAMPAIGN CADENCE

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PHASE 1: PRE-LAUNCHBuild Excitement and Anticipation

Oct 2013

PHASE 2: LAUNCHUnveil Yoga Tablet to the World

Nov 2013 (Launch date: 29th Oct)

PHASE 3: POST-LAUNCHSustain the Momentum

Dec 2013 to Mar 2014

Tactics: Advertising, PR,

Social Media, Product

Seeding

Tactics: Events, Advertising, PR,

Social Media, In-Store & Online Merchandising

Tactics: Advertising, Social

Media, Merchandising,

Retailer Programs

Purchase

existing customer loop

new customer loopAttention

Interest

Desire

Advocate

Enjoy

Bond

Brand Build

Consideration

Engagement

Conversion

Support

Brand Ambassador

Brand Loyalty

Ensure campaign theme consistency by developing integrated creative assets

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Plan The Attack By The Digital Customer Journey

Purchase

existing customer loop

new customer loopAttention

Interest

Desire

Advocate

Enjoy

Bond

Online Video Social Content Amplification Generic Search (tablet) Direct Email + DM Social Media Advertising Advocate seeding Aggregated Social experience

Brand Build

Search: Lenovo terms Direct Email + DM Guerilla Review Sites – Learn And Shop Visit Lenovo.com , retail stores,

Amazon.com, e-tail Social Media Advertising – education,

inspiration, drive to web

Consideration

Targeted searches: Yoga tablet Visit Lenovo properties:

Lenovo.com, call centers, chat. Direct Email + DM Retail/e-tail Visits Google Shopping Search E-com promotions Social Media Advertising – Page

Post Link Ads, FBX retargeting, Twitter Lead Gen cards, YouTube

Advocate outreach

Engagement

Conversion Purchase through any channel

Support Download drivers, install programs Look for accessories as add on InBox Registration Experience Calls support channels

Brand Ambassator

Share product experience with social communities

Social Media Advertising - amplify advocacy to wider audiences

Brand Loyalty Loyalty programs App store Owner’s Kit

Ensure campaign theme consistency by developing integrated creative assets

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Plan The Attack By The Digital Customer Journey

MEET SOPHIE

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• Sophie is a 27 year old Nurse

• She lives in an urban high rise apartment and takes the subway to work

• She relies on online publications & social media to keep current for work & play

• She shops on online for books & music but still prefers retail for clothes, shoes & electronics

• She cares about staying fit & exercises at least 3 times a week

• She has a competitor tablet but is considering upgrading to a new tablet during Holidays

Sophie is browsing in Facebook and spots a Lenovo post – she is intrigued by the #betterway for tablets.

25 Days Before Launch

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Attention

Sophie discovers more #Betterway content on .com, Facebook, Twitter, Instagram and Vine. She starts to share the content with her friends

15 Days Before Launch

Attention

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Attention

#Betterway on Dotcom Live in 17 countries: US UK Russia Netherlands Germany Spain Italy Hong Kong Argentina Australia Peru Mexico Japan Columbia Venezuela Chile Singapore

VINE VIDEOS

SOCIAL FEED & SHARING

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Sophie starts to see teasers from Lenovo on the #Betterway event and receives a tweet from Ashton Kutcher about something exciting on Oct 29

7 Days Before Launch

Attention

Attention

Results Ashton Kutcher reveal was the most engaged #Betterway

post across all channels for pre launch Post on Global FB page - Millions reached, Incremental

uptick in likes, comments, shares On @Lenovo for Twitter - Engagement is 84% higher for

#betterway tweets, as compared to other posts.

She gathers with her friends to watch the live stream of the launch event from Youtube Studios in LA.18

Attention

Oct 29th

Event day

7 Days After Launch

Sophie is on You Tube and watches a AK video, and clicks on the banner overlay… this takes her to Lenovo.com

Interest

• Half of video view through rates are highest among users aged 18-34

Interest

“Wow... great thanks for making it easier to know your product. I never bought your products as they never looked cool to me. Thanks for making easier to understand your products and i am ready to buy your new 10' YOGA TILT(tablet). Keep it up. “

“Ansprechend gestaltet.”(Attractively designed.)

“This Yoga tablet is superb. When will it come to India? Waiting eagerly.”

Sophie reads on-line product reviews from Laptop Magazine … she then searches for more info on Yoga Tablet on Google

11 DaysAfter Launch

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Consideration

12 Days After Launch

Sophie purchases the Yoga Tablet from Lenovo.com

Purchase

Enjoy

30+ Days After Launch Sophie enjoys her new Lenovo Yoga Tablet, writes a

review, and becomes a brand advocate by sharing her experiences.

Advocate

Bond

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Key Takeaways / Conclusions

Customer shopping experience is far too complex to rely on intuition.

Customer shopping experience is far too dynamic to rely on past experience.

Customer shopping experience requires an agile mindset to develop each customer’s personal journey.

THANK YOU