After managing the news release section on the Lenovo.com website, I realized an opportunity to transform this space into a storytelling center to move the brand forward. Aligned around the themes we were measuring for our reputation, we launched StoryHub – a platform for people in the company and others engaging with Lenovo to share stories worth telling. My team trained contributors across the company on how to effectively tell compelling stories, use photography and videography to complement articles, and reimagine corporate news into engaging content with personality and style.
Giving Influencers an Inside Look
I started and ran Lenovo’s first influencer program called LenovoIN. It gave the 10 global bloggers inside access to Lenovo’s products, development, and leaders. At the time, we focused on bloggers who had a significant following on Facebook or Twitter. We targeted technology and other industries like health, fashion, and photography to expand our influence outside of tech. In exchange for blogging on a quarterly basis and attending our council meetings, members received a Lenovo laptop and access to pre-release information under NDA about new products. We began treating them like reporters and started sponsoring them to come to our global tradeshows where we designed programs just for them. Some of my favorite memories were the conversations I’d have at dinner learning about our global guests’ cultures, experiences and love of tech. We even took in the Beatles LOVE at the Mirage in Las Vegas one CES.
Transforming Care for Residents at RiverSpring Living with Ascom
Telling customer stories in healthcare is difficult, especially when you sell through a channel model. Nevertheless, I continued to network and find opportunities to share customer success stories. In this one, I worked with BizClick Media to profile one of our long term care customers – RiverSpring Living – and to show how Ascom is helping them transform care for their residents in New York. Watch the video.
Kristy Fair 