10. d2 wacom

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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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