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Case Study

Lenovo

Portal development, community management
Lenovo

Creating community, inspiring collaboration and connections

The Challenge

  • Attract, cultivate, and sustain small and medium business (SMB) owners and decision makers as loyal, highly valued customers.
  • Position Lenovo as the "go to" source for SMB information technology solutions.
  • Empower SMB leaders for problem solving with highly focused content relevant to their most pressing challenges.
Creating community, inspiring collaboration and connections

The Interakt Solution

A virtual venue for SMB owners and executives

A virtual venue for SMB owners and executives

Focusing on empowerment through information and insight, Interakt created a robust members-only portal that brought together SMBs across different industries and market segments. The site featured exclusive content and business networking integrated with branded messaging and non-invasive product promotion.

A vibrant hub of SMB-centric custom content

The resource-rich portal addressed the full range of SMB operations and management issues—from technology and productivity to marketing and leadership—with custom-developed content relevant to SMB leaders, an audience typically underserved by big-business focused media.

A vibrant hub of SMB-centric custom content
Community, visibility, recognition

Community, visibility, recognition

Rating and sharing features enabled community members to recognize other successful members as Lenovo Business Achievers. The honorees—and their brands—were profiled prominently on the site.

The Results

  • Unexpectedly high usage of Knowledge Hub necessitated development of more customized content, including local market–specific offerings.
  • High registration rates in initial launch prompted an 11 country, cross-Europe rollout of the concept.
  • Rollout prompted greater localization of content and translation into multiple languages.

The Takeaways

  • Content marketing can prove particularly effective in B2B relationships—especially where the audience has well defined knowledge and learning needs and is underserved by other content providers.
  • Social media concepts translate effectively to B2B environments where networking creates mutual value and the focus is on collaboration, not competition.

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