Lenovo faces challenges of weak brand awareness due to late market entry, intense competition, and weak brand image. The social media marketing strategy aims to raise awareness, broaden the target segment, and develop new online strategies. The campaign will rely heavily on social media like setting up a Lenovo user blog and forum to optimize word-of-mouth. It will also use Google advertising tools, AdWords, Analytics, and other social media platforms like Facebook, Twitter, and YouTube videos to monitor progress over a timeline based on peak laptop purchase periods with a low budget focused on gaining social media reach.

1. Social Media Marketing Strategy for Lenovo
MSU New Media
Driver’s License
Fall 2010
Jiang She

2. Challenges
• Lenovo’s greatest challenges are getting their name out, and catching
the attention of their target market
• 3 Reasons:
Late entry into the market
Intense competition
Weak brand image

3. Goals
• Raise awareness/catch attention
• Broaden target segment
• Develop new online strategies
• Enhance older advertising campaigns

4. Social Media strategiesSocial Media strategies
• This campaign will rely heavily on social media
• A blog will be set up for people that have Lenovo computers and love
them
• This is to optimize word-of-mouth, and forum can be a great platform
• More websites and key AdWords will be added to create a better SEO
• It will also use Google advertising tools to monitor their progress

5. Lenovo’s blogging

6. Lenovo’s Forums

7. Google AdWords
Google Analytics

8. Other social media

9. Evaluation
• Clicks and replies on blogs
• Page views, total threads and total replies of forums
• Google AdWords and Facebook advertising
• Use Google Analytics
• Number of Facebook and Twitter followers
• Views number of promoted videos on YouTube

10. Budget, timeline & media allocationBudget, timeline & media allocation
• Because we are focusing on using social media to gain reach, the
budget will be very low
• The timeline will be based on peak times of personal laptop purchases
• Fall; when students are getting prepared for college
Media allocation: