HOW LENOVO USES LIFETIME CUSTOMER ... - SEM, PPC, SEO, … · Quality Score ± relationship between...
Transcript of HOW LENOVO USES LIFETIME CUSTOMER ... - SEM, PPC, SEO, … · Quality Score ± relationship between...
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NetElixir University Guest Expert Series
HOW LENOVO USES LIFETIME CUSTOMER VALUE TO BUILD SEM
CAMPAIGNS
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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
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A $30B global personal technology company with 30,000 people and customers in 160+ countries.
LENOVO IS…
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OUR UNIQUE HERITAGE
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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
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#2 Worldwide share (IDC)
13 Straight quarters fastest growing major PC company
6.5%
8.2%
9.6%
13.1%
16.0%
“A MARKET SHARE JUGGERNAUT.” −WALL STREET JOURNAL
Lenovo WW PC Market Share
2009
2010
2011
2012
HOW SEM Contribute to The
GROWTH
2013
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“LENOVO TWISTS TABLET & LAPTOP INTO IDEAPAD YOGA”−CNET
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MEDIA LANDSCAPE
Paid Earned Owned
Affiliates Paid Search
Display
TV
Cinema Print
Sponsorship
Lenovo.com
Lenovo Blogs
Lenovo Apps
Lenovo Social Assets
Word of Mouth
Social Mentions Reposts
Media Coverage
Customer Reviews
SEO
Paid Social
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.
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CONVENTIONAL SEM CAMPAIGN
AdGoup
Product Campaign
AdGoup
KWs
Ads
KWs
Ads
Conversion
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LENOVO CUSTOMER JOURNEY
Purchase
new customer loop
Attention
Interest
Desire
Advocate
Enjoy
Bond existing customer loop
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LENOVO SEM CAMPAIGN STRUCTURE
Attention
Interest
Desire
Ne
w C
us
tom
er
Ex
isti
ng
Cu
sto
me
r Enjoy
Advocate
Bond
Purchase
Audience
• Generic
• Category
• Product
• Brand + long tail
Creative
• Awareness
• Engagement
• DG
LP
• Splash Page
• Video Page
• Product Page
• Shop flow
• Retailer Site
Tactics
• Goolge PPC; Bing RAIS
• Youtube Video; GDN
• Google/Bing PPC; retargeting
• adMarketplace
Metric
• Visit; Bounce Rate
• Video complete; Time on Page
• Return Visist; Visitor Loyalty
• Sale; CVR
Audience
• SS&P;customer service
• Product review; product blog
Creative
• Accessories
• Call center
• Product Video
• Google+; review
LP
• Shop flow
• SS&P Page
• Product Series
Tactics
• Sitelinks
• Call extensions
• Product Video
• Google+
Metric
• Cancellation rate
• CSAT score
• # of Google+ & reviews
13 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
PAID SEARCH New Customer Existing Customer
Action Attention Interest Desire Purchase Enjoy Advocate Bond
Digital Program Integration
PLA, SEO, Social
Audience (who is our target audience)
Generic
terms+Category terms: laptop, tablet,
computer, pc etc
Generic terms + competitive terms: convertible pc,
ultrabook, AIO pc, touch laptop, etc.
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
Customer Need (what we want the customer to do)
Curious, aware, interested -- product learning, researching, comparison shopping
Consideration Purchase Support shopping cycle; accessories cross-sell
Product review; plus on Google
Goal (how will we measure what the customer does)
•Bounce Rate •Watch video
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;
Tactics (what will we do to reach the customer)
•Google PPC •Bing/Yahoo RAIS •Youtube Search
•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
Creative direction (what will we show the customer)
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)
SS&P promotions; Google call extensions; product video through RAIS and sitelink
Product Google+ page
Messaging (how will we speak to the customer)
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
Destination recommendation (where will we send the customer)
•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
Targets (rollup & geo) (what will be measured in our dashboard)
•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
14 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
New Lenovo® Yoga 11S
4 Awsome Modes 1 Incredible Machine
Touch, Flip and Enjoy! Get yours today.
www.Lenovo.com/yoga
Lenovo Yoga 11S Ultrabook
The ultrabook with 4 usage modes
and touchscreen. In 11inch Design!
www.lenovo.com/yoga
Lenovo Yoga Convertible
Ultrabook and Tablet in one, with
touchscreen. Learn More Now!
www.lenovo.com/yoga
New Lenovo® Yoga 11S
The World's 1st Multi-Mode Mini
Ultrabook. Buy Now Get 10% Off!
www.Lenovo.com/yoga
Sitelink 1: Yoga 11s accessories; Sitelink 2: Call # for customer service Sitelink 3: Yoga family Sitelink 4: All lenovo convertible products
Desire
Attention/Interest
Purchase
Enjoy
Ad
vo
ca
te
15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
Attention/Interest
Attention/Interest A
dvo
ca
te
+
16 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
Attention/Interest
Desire/Purchase A
dvo
ca
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+
17 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
Attention/Interest
Enjoy/Advocate A
dvo
ca
te
+
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RCS METHODOLOGY
• Quality Score – relationship between keyword, adcopy and landing pages
• A/B test • Keyword match type Siloing
Relevancy
• Cost control – cutting fat, optimize ROI • Match type efficiency Control
• Scale for converting terms/match types • Scale from account to account, geo to geo • Scale from device to device
Scalability
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GLOBAL SEARCH ENGINE LANDSCAPE
AVG. MARKET SHARE IN >23 COUNTRIES
92%
GOOGLE IS THE DOMINANT FORCE
Source: WebCertain, 2011
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GLOBAL SEARCH ENGINE LANDSCAPE GOOGLE IS THE DOMINANT FORCE
AVG. MARKET SHARE IN
CHINA
RUSSIA
S. KOREA
19%
Source: WebCertain, 2011
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GLOBAL SEARCH ENGINE LANDSCAPE
Source: WebCertain, 2011
3 LOCAL CHAMPIONS VS. GOOGLE
CHINA
76%
19% 5%
(Launched in 1997)
Google Other
RUSSIA
61%
26% 13%
(Launched in 2001)
Google Other
S. KOREA
65%
10% 26%
(Launched in 1999)
Google Other
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GLOBAL SEARCH ENGINE LANDSCAPE
IN INTERNET USAGE WORLDWIDE #1 IN INTERNET USAGE IN
EUROPE #1 IN MOBILE WEB USE WORLDWIDE #1
569 M INTERNET MARKET AT 42%
880 M MOBILE MARKET AT 66%
68 M INTERNET MARKET AT 49%
102 M MOBILE MARKET AT 74%
38 M INTERNET MARKET AT 78%
42 M MOBILE MARKET AT 85%
25% USE SMARTPHONES 60% USE SMARTPHONES 27% USE SMARTPHONES
55% OF ONLINE AD SPENDING IS SEARCH
$7 B DIGITAL AD SPENDING
66% OF ONLINE AD SPENDING IS SEARCH
$2 B DIGITAL AD SPENDING
33% OF ONLINE AD SPENDING IS SEARCH
$3 B DIGITAL AD SPENDING
Source: eMarketer, 2011-2012
WHY DO WE CARE?
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COMPETITION FROM RESELLERS
Recommendations to best optimize 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.
Cost per Click and Spend trend for Trademark terms
Spend CPC
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THANK YOU
Questions? Submit them to us through the GoToMeeting panel on your screen or email [email protected] & we’ll get back to you! Tweet about today’s webinar with hashtag: #NetElixirU For access to free SEO and SEM tools, visit www.LXRMarketplace.com Stay tuned for information about next month’s webinar!
Limin Zhao Global SEM Manager, Lenovo www.Lenovo.com