Geek Marketing

Geek Marketing Folio 2008 David Churbuck, VP Global Web Marketing, Lenovo | 09.23.08

What is a “Geek Marketer?” ,[object Object],[object Object],[object Object],[object Object],[object Object]

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The end of an era ….. Clay Felker Jim Michaels Bill Ziff

Magazines –The Perfect Market? (circa 1988) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Everyone is Media (circa 2006) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The new bosses in 2008 Harry McCracken Dan Lyons Om Malik

Geek Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online dominates the Lenovo spend 60-40

The Digital Marketing Dollar ,[object Object],[object Object],[object Object],[object Object],[object Object]

Demand Gen ,[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Marketing ,[object Object],[object Object],[object Object]

Where is digital marketing headed? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics Online Activity Measurement Target (Sept ’08) Actuals (R,Y,G status) Voices of the Olympic Games ,[object Object],[object Object],[object Object],AG: 600K 1M EMEA: 270K 460K AP: 130K 142K # of bloggers on summergames. lenovo.com AG: 55 52 EMEA: 30 37 AP: 15 12 # of countries teams on summergames. lenovo.com AG: 7 7 EMEA: 11 12 AP: 5 5 External site program impressions 5M 10M # of sports represented on summergames. lenovo.com 31 31 Facebook # of Application downloads 200K 250K Mobile # of Application downloads 25K 60K

Voices – the reviews ,[object Object],[object Object],“ Here is An excellent example of marketing 2.0…need to be paying attention to.” ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook Target Metrics Goal Results Lenovo app download # on Facebook 200K 250K

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Target Metrics Goal Results Lenovo Zumobi app download 25K 60K

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Lenovo versus the competition Radiant6 Tool tracks the Volume of conversations (Brand + Olympics) found within Mainstream news articles, Blogs, Forums, Twitters

Olympic impact to Lenovo.com Shop traffic went up 75%. Search for ‘Lenovo’ increased by 40%

Unsolicited advice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Geek Marketing

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Editor's Notes