HOW LENOVO USES LIFETIME CUSTOMER VALUE TO BUILD SEM CAMPAIGNS. NetElixir University Guest Expert Series
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1 HOW LENOVO USES LIFETIME CUSTOMER VALUE TO BUILD SEM CAMPAIGNS NetElixir University Guest Expert Series 1
2 ABOUT NETELIXIR UNIVERSITY NetElixir University was launched in 2012 with a vision of democratizing the digital marketing industry through exceptional knowledge and expertise sharing. Through monthly webinars and quarterly seminars, we hope to provide the tools & knowledge to help people become better search marketers. NetElixir University 2
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4 LENOVO IS A $30B global personal technology company with 30,000 people and customers in 160+ countries. 4
5 OUR UNIQUE HERITAGE 5
6 REDEFINING THE COMPETITION Smart Connected Devices WW - YTY growth outpacing Apple, HP, and Sony Global PC Europe, Middle East, & Africa PC WW Consumer PC PC in China, Germany, Russia, Japan, and India WW Commercial PC, WW emerging markets 6
7 A MARKET SHARE JUGGERNAUT. WALL STREET JOURNAL #2 13 Worldwide share (IDC) Straight quarters fastest growing major PC company 16.0% % Lenovo WW PC Market Share % 8.2% 6.5% HOW SEM Contribute to The GROWTH
8 LENOVO TWISTS TABLET & LAPTOP INTO IDEAPAD YOGA CNET 8
9 MEDIA LANDSCAPE Display Lenovo.com Paid Search Affiliates Paid Social Paid TV Print Cinema Sponsorship 9 Lenovo Blogs Word of Mouth Social Mentions Reposts SEO Owned Earned Lenovo Social Assets Customer Reviews Lenovo Apps Media Coverage Paid should drive activities to Lenovo Owned assets to provide a cohesive Lenovo experience for the customer. When users have a positive experience with Owned, Earned will generate more traction therefore increase more visits to Owned assets.
10 CONVENTIONAL SEM CAMPAIGN KWs AdGoup Ads Product Campaign Conversion KWs AdGoup Ads 10
11 LENOVO CUSTOMER JOURNEY new customer loop Attention Interest existing customer loop Bond Desire Advocate Enjoy 11 Purchase
12 New Customer LENOVO SEM CAMPAIGN STRUCTURE Attention Interest Audience Creative LP Tactics Metric Generic Awareness Splash Page Category Engagement Video Page Goolge PPC; Bing RAIS Youtube Video; GDN Google/Bing PPC; retargeting Visit; Bounce Rate Video complete; Time on Page Return Visist; Visitor Loyalty Product Desire Brand + long tail DG Product Page Shop flow Retailer Site admarketplace Sale; CVR Existing Customer Purchase 12 Enjoy Advocate Audience Creative LP Tactics Metric SS&P;customer service Accessories Shop flow Sitelinks Cancellation rate Call center SS&P Page Call extensions Product Video Product Series Product Video Product review; product blog Google+; review Bond Google+ CSAT score # of Google+ & reviews
13 New Customer PAID SEARCH Action Attention Digital Program Integration Audience (who is our target audience) Customer Need (what we want the customer to do) Goal (how will we measure what the customer does) Tactics (what will we do to reach the customer) Creative direction (what will we show the customer) Messaging (how will we speak to the customer) Destination recommendation (where will we send the customer) Targets (rollup & geo) 13 Existing Customer Interest Desire Purchase Enjoy Advocate Product terms: yoga laptop, Ideapad etc Brand keywords+product+ long tail: lenovo yoga, lenovo ideapad yoga, lenovo touch laptops, buy lenovo yoga After sale+service: lenovo service, lenovo customer service etc Add google+ & reviews to all paid search ads PLA, SEO, Social Generic terms+category terms: laptop, tablet, computer, pc etc Generic terms + competitive terms: convertible pc, ultrabook, AIO pc, touch laptop, etc. Curious, aware, interested -- product learning, researching, comparison shopping Bounce Rate Watch video Google PPC Bing/Yahoo RAIS Youtube Search Product review; plus on Google Purchase Time spend on Site Visitor Frequency First time Vs return visit Direct Sales Participation sales In-direct sales Efficiency After sale support; Call extension; Google+ and review; Google PPC + Google Display Network Bing/Yahoo RAIS + Bing Display Network Google/Bing PPC retargeting Google,Bing/Yahoo Google retargeting PLA Search Syndication network Sitelinks Call extension Product Video Googe+; Facebook Search SS&P promotions; Google call extensions; product video through RAIS and sitelink Product Google+ page AWARENESS (Ad copy/video focus on product features) ENGAGEMENT (Ad copy focus on the benefits of the product; retarget people who have visited the page) DEMAND GENERATION (Ad copy focus on offers, deals and benefit; Product listing ads; retargeting) Highlight multi-mode features with touchscreen, convertible, ultrabook Highlight multi-mode features; include usage Highlight benefits for multi-mode; include usage; problem solving; incorporate deal Highlight offer, deals and benefits, call to action in messaging (shop online now) Highlight SS&P; showcase product series in sitelinks; and product video using RAIS Highlight how many people + ed Lenovo and how many reviews received with Star rating Yoga splash page Product Video page Yoga splash page Yoga shop flow Visit retail store Call customer center Yoga shop flow Yoga series page Retail store Related convertible product Yoga shop flow Yoga accessory page Call customer center Google+ page Facebook page Visit Bounce rate Video complete Video playtime Visit Time on page First time visit Return visit Visitor loyalty Sale Sale Participation sale In-direct sale Conversion rate E/R Cancelation rate Call center CSAT SS&P sale Added google+ Added review 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. (what will be measured in our dashboard) Support shopping cycle; accessories cross-sell Consideration Bond
14 Lenovo Yoga Convertible Ultrabook and Tablet in one, with touchscreen. Learn More Now! Attention/Interest Purchase New Lenovo Yoga 11S The World's 1st Multi-Mode Mini Ultrabook. Buy Now Get 10% Off! Sitelink 1: Yoga 11s accessories; Sitelink 2: Call # for customer service Sitelink 3: Yoga family Sitelink 4: All lenovo convertible products 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Advocate Desire New Lenovo Yoga 11S 4 Awsome Modes 1 Incredible Machine Touch, Flip and Enjoy! Get yours today. Enjoy 14 Lenovo Yoga 11S Ultrabook The ultrabook with 4 usage modes and touchscreen. In 11inch Design!
15 Attention/Interest LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. + Advoca te Attention/Interes t
16 Desire/Purchase LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Advoca te Attention/Interes t +
17 Enjoy/Advocate LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Advoca te Attention/Interes t +
18 RCS METHODOLOGY 18 Relevancy Quality Score relationship between keyword, adcopy and landing pages A/B test Keyword match type Siloing Control Cost control cutting fat, optimize ROI Match type efficiency Scalability Scale for converting terms/match types Scale from account to account, geo to geo Scale from device to device
19 GLOBAL SEARCH ENGINE LANDSCAPE GOOGLE IS THE DOMINANT FORCE 92% AVG. MARKET SHARE IN >23 COUNTRIES 19 Source: WebCertain, 2011
20 GLOBAL SEARCH ENGINE LANDSCAPE GOOGLE IS THE DOMINANT FORCE 19% AVG. MARKET SHARE IN CHINA RUSSIA S. KOREA 20 Source: WebCertain, 2011
21 GLOBAL SEARCH ENGINE LANDSCAPE 3 LOCAL CHAMPIONS VS. GOOGLE (Launched in 1997) 76% CHINA 5% Other 19% Google 13% Other 21 Source: WebCertain, 2011 (Launched in 1999) (Launched in 2001) 61% 65% RUSSIA S. KOREA 26% Google 26% Other 10% Google
22 GLOBAL SEARCH ENGINE LANDSCAPE WHY DO WE CARE? #1 #1 IN INTERNET USAGE IN EUROPE #1 IN MOBILE WEB USE WORLDWIDE 569 M INTERNET MARKET AT 42% 68 M INTERNET MARKET AT 49% 38 M INTERNET MARKET AT 78% 880 M MOBILE MARKET AT 66% 102 M MOBILE MARKET AT 74% 42 M MOBILE MARKET AT 85% 27% 22 IN INTERNET USAGE WORLDWIDE USE SMARTPHONES 25% USE SMARTPHONES 60% USE SMARTPHONES 55% OF ONLINE AD SPENDING IS SEARCH 66% OF ONLINE AD SPENDING IS SEARCH 33% OF ONLINE AD SPENDING IS SEARCH $7 B DIGITAL AD SPENDING $2 B DIGITAL AD SPENDING $3 B DIGITAL AD SPENDING Source: emarketer,
23 COMPETITION FROM RESELLERS Cost per Click and Spend trend for Trademark terms Spend CPC Recommendations to best optimize 23 Protect trademark terms. Lenovo, Thinkpad, Ideapad keywords should be used only by Lenovo. Require resellers to add these trademark terms as negative keywords across all campaigns. Restriction on reseller Ad Rank. Resellers should never outbid Lenovo or rank above Lenovo Audit resellers keyword list. If any violation is found, Lenovo is allowed to audit reseller s keywords list and ad copies.
24 THANK YOU Questions? Submit them to us through the GoToMeeting panel on your screen or & we ll get back to you! Tweet about today s webinar with hashtag: #NetElixirU For access to free SEO and SEM tools, visit Stay tuned for information about next month s webinar! 24 Limin Zhao Global SEM Manager, Lenovo
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