Some Select Projects
Building Lenovo’s StoryHub
Situation: The effectiveness of Lenovo’s press release page was limited to an audience of journalists and didn’t promote further exploration of the site.
Task: I owned the news release section on Lenovo.com and saw an opportunity to transform this space into a branded storytelling center aligned around the four reputational themes for Lenovo.
Action: My team designed a WordPress site, to give us flexibility in telling multimedia stories that we managed ourselves. We created 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. We created a style and standards guide along with an equation for scoring owned content so we could review results month over month.
Result: The website averages more than 100,000 views a month, a subtantial increase in traffic (about 40% more) than when it was a press release center.
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.
SEO/AEO Optimized Stories Series
Situation: The Ascom website lacked content that ranked for keyword search and AEO/GEO. Given challenges getting customers to provide data and agree to case studies, we needed content that was relevant to hospital Chief Nursing Officers and IT administrators.
Task: I produced a series of articles interviewing subject matter experts within Ascom about the most frequently talked about solutions in our space – nurse call systems and alarming and alerting.
Action: I conducted keyword research and AI research on keywords and phrases that ranked high for these topics. I storymined within the organization and interview leaders across clinical, product and marketing to create four articles. I published these articles on the Ascom website and created other assets to promote them, including social media audio cards, quote cards and ads.
Result: These articles are now ranking in our list of top 10 pages in Google Analytics/Piwik and are driving visitors to our website via LinkedIn.
Explaining How Nurse Call Works
Built for the Hospital Enterprise
