Get it right Stefan Kirmse Director Global Brand Management Wacom April 2011 Demystifying Digital a practical look at soci...
Wacom
SHARE INSPIRE EDUCATE ENGAGE
SOCIAL MEDIA WACOMEUROPE
19.500 fans 260k post views/month
Social communities <ul><li>70.000 views </li></ul>
„ Joint Ventures“ <ul><li>Andrea Zinesi & PR & Facebook </li></ul><ul><li>Newsletter Artcafé 40k Members </li></ul><ul><li...
Viral clip seeding with 60K views
Song contest on
Blog & Forum Marketing, social bookmarks
Key Learnings
Step out of your comfort zone
CONTENT IS KEY <ul><li>Increase fan base </li></ul><ul><li>Loyal customer base </li></ul>Engage Entertain Educate  Collabo...
CHALLENGES <ul><li>develop  strong & interesting  content </li></ul>quality  over  quantity
Keep it simple
<ul><li>CONNECTING THE DOTS </li></ul>Registration  Process E-Store Corporate Website Bamboo Dock Facebook Youtube Blogs/ ...
<ul><li>PR/Facebook cooperations worked best </li></ul><ul><li>Integrated communication </li></ul><ul><li>External network...
Dont sell to hard
DOIT RIGHT
WHY <ul><li>are YOU  doing social media? </li></ul>
 
 
 
 
 
 
 
WHAT <ul><li>is your message? </li></ul><ul><li>Is it real? </li></ul><ul><li>Is it a dialogue? </li></ul><ul><li>Start fr...
 
<ul><li>product </li></ul>people
How? <ul><li>If you use social media for brand building  </li></ul><ul><ul><li>Your organisation needs to change </li></ul...
CHANGE product people brand beauty feel the brand brand value talk the brand convince dialogue sell being bought
Thank You  for listening
 
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10. d2 wacom

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  • Normaly you expect some corporate presentation, but we are at a social webforum, thats why I like to present you Wacom from our customers perspective Startet 25 years ago in Japan as small niche company offering graphic tablets to mainly creative professionals. Today we are market leader and provide pen tablets to digital content creators in agencies, photostudios, digital artist, industrial designer, film makers,... But we also startet ver successfull a consumer business, offering pen tablets to social creatives like Lize Today more then 700 employees make a revenue of more then 32billion Yen / +260 mio Euro We are distributed worldwide, regional offices in 5 regions. European HQ located in Krefeld, close to Düsseldorf and global HQ located in Saitama / Tokyo, now also known from the EQ
  • Social Media is not just another (digital) media channel; make this clear to your executives and your sales
  • STIFT: vom punkt nach aussen zu viraler komunikation
  • You need strong media partners to drive external traffic to our facebook site. Your social web activities should relate to your classical marketing
  • Presenting your product, Compare facts &amp; features you sell your products
  • Saturn/Media Markt Price is king, be loud and penetrate
  • Create an experience, let people „feel“ your brand Brand store
  • Customer relation ship/customer intimacy Products are bought Create trust &amp; believe, personality, loyalty Emotions
  • Foundametials of a company and its values Use social media as a digital communication channel -&gt; works well for esp. for kids and youngsters Use social media as brand building tool -&gt; adds value to your brand
  • PEN box to person You offer a relationship This needs to be supported in the whole organisation (PM, support, sales, ...) Let people communicate about your product Dont be afraight of negative comments – only your reaction can be negative
  • Wacom change from product marketing to brand marketing with social web Extremly difficult to find social media people BUT: dont underestimate mentality change, you need new thinking, not to say new people Conflicts with management Global vs regional? Content is regional, as customer is regional BUT: your brand is global
  • 10. d2 wacom

    1. 1. Get it right Stefan Kirmse Director Global Brand Management Wacom April 2011 Demystifying Digital a practical look at social communication @ D2 Hill & Knowlton
    2. 2. Wacom
    3. 3. SHARE INSPIRE EDUCATE ENGAGE
    4. 4. SOCIAL MEDIA WACOMEUROPE
    5. 5. 19.500 fans 260k post views/month
    6. 6. Social communities <ul><li>70.000 views </li></ul>
    7. 7. „ Joint Ventures“ <ul><li>Andrea Zinesi & PR & Facebook </li></ul><ul><li>Newsletter Artcafé 40k Members </li></ul><ul><li>139 uploaded images </li></ul><ul><li>Approc. 1K fans </li></ul>
    8. 8. Viral clip seeding with 60K views
    9. 9. Song contest on
    10. 10. Blog & Forum Marketing, social bookmarks
    11. 11. Key Learnings
    12. 12. Step out of your comfort zone
    13. 13. CONTENT IS KEY <ul><li>Increase fan base </li></ul><ul><li>Loyal customer base </li></ul>Engage Entertain Educate Collaborate
    14. 14. CHALLENGES <ul><li>develop strong & interesting content </li></ul>quality over quantity
    15. 15. Keep it simple
    16. 16. <ul><li>CONNECTING THE DOTS </li></ul>Registration Process E-Store Corporate Website Bamboo Dock Facebook Youtube Blogs/ Communities PR Events Sales Regions
    17. 17. <ul><li>PR/Facebook cooperations worked best </li></ul><ul><li>Integrated communication </li></ul><ul><li>External networks & channels </li></ul><ul><li>Efficient use of resources </li></ul>
    18. 18. Dont sell to hard
    19. 19. DOIT RIGHT
    20. 20. WHY <ul><li>are YOU doing social media? </li></ul>
    21. 28. WHAT <ul><li>is your message? </li></ul><ul><li>Is it real? </li></ul><ul><li>Is it a dialogue? </li></ul><ul><li>Start from the customer!!! </li></ul>
    22. 30. <ul><li>product </li></ul>people
    23. 31. How? <ul><li>If you use social media for brand building </li></ul><ul><ul><li>Your organisation needs to change </li></ul></ul><ul><ul><li>Your people need to change </li></ul></ul><ul><ul><li>Your management need to understand </li></ul></ul><ul><li>Customer intimacy is local but your brand is global </li></ul>
    24. 32. CHANGE product people brand beauty feel the brand brand value talk the brand convince dialogue sell being bought
    25. 33. Thank You for listening

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