Lenovo, currently enjoying its status as the world leader in PC sales, plans to lead the industry in social media marketing.
The Chinese computer, tablet, and smartphone manufacturer came late to social media, admits Rod Strother, Lenovo's Director of the Digital and Social Centre for Excellence. But, Lenovo's social media team has been able to even the score through strategic use of Facebook, Twitter, and YouTube - a strategy powered by Socialbakers.
“Working with Socialbakers in being able to provide competitive data across the key Social channels has helped to set context around what we are doing globally and within each of our countries.”
Director of the Digital and Social Centre for Excellence
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Using the Executive Dashboard, a custom-made social media management solution from Socialbakers, Lenovo's team members are able to better position the company in its markets and against its competitors. For a company competing globally in the fast-moving technology industry, keeping track of trends and engagement doesn't only happen in one country - it happens globally. Executive Dashboard enables Lenovo's social media team to steer Lenovo's campaigns wherever members are based, whether it's Singapore or San Francisco, Beijing or Berlin.
“It’s essential for us to have data at our fingertips,” Strother says.
Before using Socialbakers Executive Dashboard, Lenovo’s Social Media Analytics Lead, Myra Gorostiaga, had to use an internally-developed solution to attempt to compile Lenovo’s and competitors’ data. Now, Gorostiaga uses her working hours more efficiently. “I have more time to spend looking at actionable insights and analyzing the data,” she says, because the Executive Dashboard tool allows her to pull in information from a number of different sources across markets, both for Lenovo and Lenovo’s competition. “To really look at how you’re performing, you have to have your competitors’ data as well. “ Strother adds.
Not only does the analysis of current and historical data for its country-targeted Facebook, Twitter, and Youtube platforms allow Lenovo's social media team to fine- tune the company's use of engagement online, it also gives Lenovo a position from which to take positive, measurable action for their future campaigns.
“Data’s going to sit at the heart of that,” Strother says. “Knowledge and information lead to action.”
The Executive Dashboard makes that action possible. “Socialbakers gives us more visibility into how our competitors are performing across social media, so this helps us set healthy and realistic goals for our markets,” says Gorostiaga.
- Global status: Top seller of personal computers, rising brand in smartphones, tablets and servers
- Lenovo Headquarters: Beijing, China and Morrisville, North Carolina, USA.
- Founded: 1984, as Legend Holdings
- Famous products: ThinkPad notebook computers, Yoga tablets, multimode devices
Lenovo had to make up for a late start into social marketing by compiling historical performance data about their competitors. Prior to becoming a Socialbakers client, they had to bring together competitor data manually, taking valuable working hours. They sacrificed time that could have been spent building positions for future campaigns, and setting realistic goals for performance in different markets.
Using the Executive Dashboard, Lenovo uses current and historical data to determine country-by-country performance of their Pages and their competitors'. They work more efficiently and faster than ever before, and can manage their campaigns anywhere their staffers are in the world - whether that's in their Beijing Headquarters, or their North Carolina Headquarters.
- Campaign results segmented by country
- Access to real-time competitor data in a rapidly changing industry
- Customizable metrics that lead to necessary, actionable insights