lenovo thinkcentre m90z case study checkpoint report phase ii-iww

Social Demand Generation Program –

Case Study

Aug 2010 – May 2011

Lenovo ThinkCentre M90z

August 2010 – February 2011

Phase I

Customer Co-Marketing

• 20 independent influencers representing audiences from SMB, education, healthcare and general technology enthusiast markets

• >155M agg. monthly visitors (Alexa.com)

• 135,000+ Twitter followers

• 70 total posts, including in-depth contextual evaluations, customized giveaways and holiday charity promotion

• >2800 reader comments

Confidential Ivy Worldwide © 2011 Ivy Worldwide

• Lenovo US enterprise* all-in-one (AIO) market share, mid-2010: 0%**

• Mid-2011 market share: 30%

– Leading HP

– Leading Apple

• Mid-2011 overall US AIO desktop market: 9%

– AOIs eventually expected to overtake traditional desktops

Market share gains M90z social media program constituted majority of marketing efforts.

*Non-consumer deployments **No models on offer


“I've been testing the Lenovo ThinkCentre M90z that has an optical touch screen. The touch screen is very easy to use, it's responsive (does not require any pressure), and I can use it even if I'm wearing surgical gloves. I'm not a surgeon, but it's nice to know that this is the type of device that could work nicely in an emergency room or surgical suite.” -- Dr. Joe Kim, MedicineAndTechnology.com


Perspectives: Medical market

“But this machine has got the wheels going in my mind. The multitouch really does make a huge difference, and the fact that there’s so few cables/pieces actually makes me reminiscent of when I used to have to set up dozens of iMacs and eMacs at my old school. And associating a PC with the elegance and simplicity of Macs is a rare experience for me. So far so good!” -- Steve Dembo, Teach42.com

Perspectives: Education market


“All in all, the M90z is a very fast, very capable office computer - with the 3.2 Ghz Core i5 CPU and 4 GB of RAM, it can keep up with pretty much anything you throw at it. An SSD would certainly enhance performance even further, but that would obviously add significantly to the cost and would frankly be overkill for your average office tasks that the M90z currently excels at. I fully recommend the M90z and wouldn't hesitate to implement it in a small office/home office environment.” -- Jason Dunn, DigitalHomeThoughts.com


Perspectives: SMB market

Influencer-crafted videos Jake Ludington & TJ McCue have created and produced several M90z highlight videos


“The M90z really does have a lot to offer, a strong foundation of hardware, and the ability to add a touch screen really adds to the overall quality of this product. While not the prettiest AIO on the market, it does provide for a solid daily use machine. It's a robust system that should stand the test of time in the office or home environment, and is worthy of being added to your list when shopping for a new AIO.” -- Brad Sams, Neowin.net “This system is to complete the change that began A70z its predecessor and is one of the best options for today's offices. Not only space but also its performance and the addition of a multitouch screen that extends the functionality of the system.” -- Hector Russo, GeeksRoom.com “Overall we were impressed by this computer, and considering it's a 23-inch full-HD monitor with a full-sized hard drive and a powerful processor, it all looks relatively compact. Great touch capability that works with gloves on, a physical camera- and microphone-off switch, and only a power cable going into the system makes it a versatile choice for anything from exam rooms to being bracket-mounted along[side[ other equipment in surgical environments.” -- Gene Ostrovsky, MedGadget.com

Selected influencer verbatims


“Impressive all things considering. Hope touch screen takes off in the notebook laptop market as well.”

-- Aergan, reader of Neowin.net

“While it would be nice if it had better aesthetics, I like how Lenovo actually put a little more into the thought process than other AIOs.”

-- Quickboy, reader of Neowin.net

“My wife runs her personal consulting business doing economic analysis. Her business would certainly benefit from a hardware upgrade. She is currently running the business on an aging Gateway laptop. The extra screen size, storage and processing power would go a long way to helping with her working with calc models and the permit documentation.”

-- JD Northwest, reader of SmallBizTrends.com

“That looks like a potentially handy form factor for my desk layout needs. Right now I use a beefy Dell Studio 16 laptop, having downsized from large desktop systems. All that cabling, multiple power plugs and extra tower real estate doesn’t work so well with my current requirements. Food for thought, though I’m still liking the laptop portability. That surface technology looks like a lot of fun.”

-- Breley, reader of GearDiary.com


Selected reader verbatims

Phase II

March – May 2011

• 26 new influencers representing US healthcare, education and SMB audiences

• 23.5M+ monthly unique visitors

• >76 total posts, including in-depth contextual evaluations, customized giveaways, unboxing videos and Lenovo-sponsored hyper-local event coverage

• 8 video evaluations

• >1300 total comments

• 3 influencer-led hyper-local events Confidential Ivy Worldwide © 2011 Ivy Worldwide

Phase II: Overview

Medical perspective

Dr. Thuc Huynh gives her take on the Lenovo M90z in a video format. She recommends the M90z for its large screen, cordless setup and multi-touch capability. -- http://scrubd.in


http://scrubd.in/

http://scrubd.in/

“If you’re looking for a computer that looks great in your office, that will save space, contains a large (23 inch) touch screen – you’ll definitely want to check out the Lenovo M90z computer”

--Ramon Ray, Smallbiztechnology.com

Small-business perspective


“This touchscreen capability could open up a wide range of group collaborative opportunities in the classroom. The use of a touchscreen interface also facilitates an ease of use for students because of their wide use of touch screen phones and tablets.”

--Michael Gorman,

21st Century Technology Education and Learning

Education perspective


• Create a video that shows you bringing an unexpected moment of happiness to someone. Upload your video to YouTube and be sure to include the tag, "HappinessM90z"

• Re-tweet “Want to win Lenovo ThinkCentre M90z All-in-one PC from @marshacollier?”

• Submit a single forum post with the following information in it: Your full name and answer to this question: “Why would you love to win this M90Z touch screen PC for your home-based business?”

Sample contest entries


“The best surprise for both of us ….. it has built-in wireless and immediately recognized our network and we were connected to it in less than a minute”

--Michelle Mangen, Your Virtual Assistant

“The 23-inch screen is a great size for getting work done, playing games, and even doubles as a monitor if you want to connect your laptop or other computer. The Webcam works well. The Intel Core i5 processor handles video editing and most gaming like a champ. We had some fun with one of the videos I made, finding some creative ways to use the M90z throughout your day. The YouTube video here showcases just how versatile the ThinkCentre M90z could be, although you may want to try some of the things at your own risk.”

--Jake Ludington, Jake Ludington’s Digital Lifestyle

“the m90z is a pretty sweet machine (Lenovo sent me one to review

first). The huge touch screen is very responsive. It would be a great home or classroom computer; my kids have taken to it like ducks to water.”

--Scott McLeod, BigThink.com

Select influencer verbatims


“I’m an online business broker working from my home office and the Lenovo M90Z ThinkCenter would be such a boon to my business. I spend a lot of time in front of the screen analysing profit & loss statements, web traffic stats and creating offering summaries, all of which would be so much easier with a fast powerful processor and the large clear High Def touch screen”

--Reader, VANetworking

“This thing sounds pretty impressive. I think I would love the touch screen feature. The no cord feature would be unbelievably handy I can't even tell you how many times I have gotten my laptop cord tangled or stuck some place it shouldn't be. The ease of it seeing your network and being able to connect to it in less then a minute makes taking the Lenovo with you more likely. I definitely have to google it and find out more information about it.”

--Reader, Your Virtual Assistant

“This would be an AWESOME tool to use with my 8th grade reading students. I have students of all abilities- from gifted learners to learning support, autism, etc. They love to integrate technology into authentic literacy projects, however, being in a small/rural district, we do not always have many resources. Thank you!”

--Reader, PhysicianMom

Select reader verbatims


• Dedicated event website: http://www.edcampchicago.com

• 4 sites supporting event lead-up and follow-through

• >100 attendees • Entire event streamed live • 12 videos of event posted

online • 2 Lenovo M90z stations in

lobby • Attendee blog posts

following event

Hyper-Local Event: EdCamp Chicago

http://www.teach42.com/2011/05/23/edcampchicago-recap-review-and-reflect/


21 May

http://www.edcampchicago.com/











• Seattle, 30 June – Managed by TJ McCue of allbusiness.com and

smallbiztrends.com – Collaborative editing session for SMB email marketing e-

book – M90z used for event registration and draft review

• Austin, 27 July

– Managed by Barbara Duck, TheMedicalQuack – Keynote speech on medical hardware/software trends – M90z used in keynote, demo sessions, PC lab

Upcoming hyper-local events


http://www.allbusiness.com/

http://smallbiztrends.com/

http://ducknetweb.blogspot.com/

lenovo thinkcentre m90z case study checkpoint report phase ii-iww

Business