Lenovo: 2 years of community management across Latin America
For two years we centralized community management for Lenovo across Spanish-speaking Latin America: Argentina, Chile, Colombia, Peru, Mexico, Ecuador, Uruguay and Central America.
Improve customer experience
Lenovo needed one consistent way to answer and moderate its social media audience across every Spanish-speaking market in Latin America, and to understand how influencers were shaping perception of the brand.
The agency's contribution
For two years ConTesta ran a dedicated community management team for Lenovo, centralizing moderation for the region and monitoring influencer activity and its impact on the brand.
What was delivered
Challenge
Each country had its own volume of comments, questions and complaints, and answers were not always consistent. Pre-sale questions that could become sales were getting lost among routine messages.
Solution
We set up one specialized team with shared guidelines for the whole region. It moderated comments and messages every day, prioritized pre-sale questions so they turned into conversions, routed service cases to the right team, and tracked influencer content and its effect on brand perception.
Results
Lenovo got a single, consistent voice in social media across more than ten countries for two years, faster answers to buyers asking about products, and regular reporting on what the audience and influencers were saying about the brand.
Project Details
2 years
