1. DO MORE
THAN JUST VIDEOS.
WITH YOUTUBE
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
LET’S GET MORE FROM YOUTUBE
THAN JUST ADVERTISING & ENGAGEMENT.
LET’S TURN IT INTO A SALES TOOL.

2. WHY DO WE
NEED YOUTUBE?
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
IT'S WHERE YOUR AUDIENCE IS.
500 Million users watch 2.5 Billion videos everyday.
54% of them are in the 15-34 age group.
30% are 15-24 years old.
*Source: Google Proprietary.

3. WHY DO WE
NEED YOUTUBE?
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
IT'S WHERE YOUR AUDIENCE IS.
500 Million users watch 2.5 Billion videos everyday.
54% of them are in the 15-34 age group.
30% are 15-24 years old.
IT'S WHERE THEY'RE LOOKING FOR YOU.
YouTube is the world's No. 2 Search Engine.
464,204 searches for laptops & desktops monthly in the U.S alone.
*Source: Google Proprietary.

4. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
Internet Markets still a research online,
purchase offline market
Source: Consumerbarometer.com
3%
9%
13%
16%
34%
56%
45% 38%
0%
10%
20%
30%
40%
50%
60%
70%
India Brazil China World
Research Online Purchase Online Research Online Purchase Offline
3% 5%
8%
16%
19% 21%
29%
33%
39%
28% 26%
65%
72%
40%
AutomoRves CPG & Healthcare Finance Media & Entertainment & Local Retail Technology Travel
Research online Purchase online
Research online Purchase offline

5. Internet Markets still a research online,
purchase offline market
3%
9%
13%
16%
34%
56%
45% 38%
0%
10%
20%
30%
40%
50%
60%
70%
India Brazil China World
Research Online Purchase Online Research Online Purchase Offline
3% 5%
8%
16%
19% 21%
29%
33%
39%
28% 26%
65%
72%
40%
AutomoRves CPG & Healthcare Finance Media & Entertainment & Local Retail Technology Travel
Research online Purchase online
Research online Purchase offline
LET’S CLOSE THE GAP
by making it easier for users
researching your products online,
to also experience and purchase
them online.
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL** Source: Consumerbarometer.com

6. HOW DO WE
ON YOUTUBE?
ENABLE THIS
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
STEP 1. LET VISITORS INTERACT WITH OUR PRODUCTS.
By creating a virtual product catalogue through a YouTube
Brand Channel, which will include immersive 3D Demos for
flagship products.

7. HOW DO WE
ON YOUTUBE?
ENABLE THIS
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
The ideas presented here can be integrated into existing plans for Lenovo’s
Brand Channel being developed by other teams with the Lenovo Global Web
Marketing Team. They are meant to be a value add, and not a duplication of
effort.
Designs shown in this proposal are indicative only. The final design may vary
depending on brand and technical requirements.
STEP 1. LET VISITORS INTERACT WITH OUR PRODUCTS.
By creating a virtual product catalogue through a YouTube
Brand Channel, which will include immersive 3D Demos for
flagship products.

8. HOW DO WE
ON YOUTUBE?
ENABLE THIS
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
STEP 2. MOVE THEM TO THE FINAL STAGE OF PURCHASE.
By integrating e-commerce into YouTube – allowing them to
complete as much of the purchase process as possible,
in an environment they’re already familiar with.

9. HOW DO WE
ON YOUTUBE?
ENABLE THIS
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
STEP 3. GRAB EVERY OPPORTUNITY TO ENGAGE & SELL.
By automating comment response to ensure we never miss out
on replying to any comments from interested users.

10. STEP 1:
A BRAND CHANNEL.
CREATING
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

11. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
OFFER THE FLEXIBILITY
to build functionalities like product catalogue, interactive 3D demos,
e-commerce integration etc.
ARE ACTIVELY PUSHED
by YouTube, leading to increased traffic and more eyeballs.
COME WITH GOOGLE ANALYTICS
that help advertisers monitor usage, track conversion rates,
and spot trends that enable them to continuously improve the
channel’s performance.
BECAUSE ONLY BRAND CHANNELS…
WHY DO WE NEED A BRAND CHANNEL?

12. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

13. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

14. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
VIDEO AREA to display the selected
product’s 3D demo / video.

15. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
For select Lenovo products, the video
player area will be replaced by a
fully interactive, totally immersive,
3D product demo.

16. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
Users can zoom in and out of products
and view them from any angle.

17. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
View the product in all the different
colours its available in.

18. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
Or open and shut the laptops.

19. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
Users can even turn on the machine
and do anything they could on a real
PC.

20. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
They can right-click on the
'My Computer' icon to check out
system specs, for example.

21. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
Or they can run common applications
like Windows Media Player or MS Word.

22. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
INTERACTIVE 3D DEMO
They can even launch IE and browse
YouTube or log into Facebook.

23. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
FEATURE ICONS.
Users can roll over these for
quick highlights of the features.

24. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
QUICK SHARE ICONS.
Making it easy for users
to share the videos with
their friends everywhere.
DEALS FOR SUBSCRIBERS.
Encouraging more people to
sign up, thus building an email
database of prospective leads.

25. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

26. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
Scrollable product catalogue so
users can find what they’re looking
for easily and quickly.

27. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

28. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
SHOP BY CATEGORY option to
showcase the wide range of
Lenovo products.

29. STEP 2:
E-COMMERCE.
INTEGRATING
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

30. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

31. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
WEEKLY DEAL pushed with the
respective product’s 3D demo / video.

32. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
VIEW MODELS button to see all
available models of the
particular product.

33. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
GALLERY WITH ROLL OVER
to view available models and
associated deals.

34. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
GALLERY WITH ROLL OVER
to view available models and
associated deals.

35. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
CUSTOMIZE button for users to
select personalize their
purchase.

36. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
ABILITY TO CUSTOMIZE ORDERS
right from YouTube.

37. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
FULL CMS INTEGRATION
so all the choices made by the user are saved and
carried forward to Lenovo’s payment gateway.

38. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
USER TAKEN TO LENOVO’S
SHOPPING WEBSITE
in a new window, only to complete
the final step of the transaction.

39. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
THE E-COMMERCE WIDGET:
1. Simplifies the purchase process for the user
– making it easier for him to close the deal without
having to leave YouTube.
2. Transfers information from YouTube to Lenovo’s
shopping portal – giving the user a virtual shopping
cart along with the 3D Demo / video of the product
he’s interested in.
3. Pulls information from Lenovo’s shopping portal to
display on YouTube – automatically updating the user’s
favourite website with the latest products & deals from
Lenovo.

40. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
If they’re on YouTube and they’re checking out your product, it’s safe
to assume that they’re interested in it. But when they’re asked to
click-through to a new window for the company website, they might
put off the purchase decision for later.
By offering them the ability to choose, customize and order their
dream machine right on YouTube, we’re increasing the chances of
them closing the deal. They’re only taken to Lenovo.com to fill in their
credit card information – if they’ve come this far, chances are they’ll
complete the process.
TAKING THEM TO LENOVO.COM?
WHY DO IT ON YOUTUBE RATHER THAN

41. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
Instead of spending advertising dollars creating awareness and
driving people to our website, let’s give them the chance to buy our
product where they’re already looking for it.
IT’S THE DIFFERENCE BETWEEN
HAVING OUR PRODUCT AVAILABLE IN THEIR FAVOURITE MALL
VERSUS ASKING THEM TO WALK INTO OUR EXCLUSIVE STORE.
TAKING THEM TO LENOVO.COM?
WHY DO IT ON YOUTUBE RATHER THAN

42. STEP 3:
COMMENTS.
AUTOMATING
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**

43. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
THESE ARE ACTUAL USER
COMMENTS by interested users,
posted on a current Z570 video on
YouTube – without any response.

44. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
Quite a few users are posting comments on Lenovo's videos asking for further
information, or expressing a genuine interest in buying their products.
Below are a few examples taken from existing Lenovo video pages:
On the Lenovo Z570 Laptop
(http://www.youtube.com/watch?v=KRUSsjThEzQ)
On the Lenovo IdeaCentre B310 Desktop
(http://www.youtube.com/watch?v=mSpq9c7Xks8)

45. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
Quite a few users are posting comments on Lenovo's videos asking for further
information, or expressing a genuine interest in buying their products.
Below are a few examples taken from existing Lenovo video pages:
On the Lenovo ThinkPad T400 Laptop
(http://www.youtube.com/watch?v=xBcW90ngh4g)
On the Lenovo ThinkPad Tablet
(http://www.youtube.com/watch?v=IXFexk6k39M)

46. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
OPPORTUNITIES WASTED.
RIGHT NOW, THESE ARE

47. **CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**
LET’S MAKE SURE NO COMMENT
GOES WITHOUT A RESPONSE.
An Automated Response Application that works on a
Natural Language Processing engine – understands
what the user says in context, and posts the
appropriate stock response on YouTube.
Identifies comments that do not have a stock response,
and pushes those on priority to Lenovo’s social media
team.
By prioritizing & streamlining the operations for
existing Lenovo staff tasked with responding to user
comments, we’ll be able to increase the response rate
and decrease the response time.

48. THANK YOU.
**CONFIDENTIAL** INTELLECTUAL PROPERTY OF HUNGRY & FOOLISH **CONFIDENTIAL**