Download - HK D2 Amsterdam - Wacom Case
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1 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
Get it right
Stefan KirmseDirector Global Brand Management
Wacom
April 2011
Demystifying Digitala practical look at social communication
@ D2 Hill & Knowlton
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2 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
Wacom
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3 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
SHAREINSPIREEDUCATEENGAGE
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SOCIALMEDIAWACOMEUROPE
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19.500 fans260k post views/month
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6 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
Social communities 70.000 views
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„Joint Ventures“•Andrea Zinesi & PR & Facebook•Newsletter Artcafé 40k Members•139 uploaded images•Approc. 1K fans
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Viral clip seeding with 60K views
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Song contest on
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10 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
Blog & Forum Marketing, social bookmarks
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Key Learnings
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Step out of your comfort zone
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CONTENT IS KEY
Increase fan baseLoyal customer base
EngageEntertainEducate
Collaborate
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CHALLENGES
develop strong & interesting
content
quality over quantity
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Keep it simple
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CONNECTINGTHEDOTS
Registration Process
E-Store
Corporate Website
Bamboo Dock
Youtube
Blogs/ CommunitiesPR
Events
Sales Regions
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PR/Facebook cooperations worked bestIntegrated communicationExternal networks & channelsEfficient use of resources
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Dont sell to hard
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DOITRIGHT
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20 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
WHY are YOU
doing social media?
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28 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
WHAT is your message?
Is it real?
Is it a dialogue?
Start from the customer!!!
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product people
people
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31 • Confidential All Rights Reserved. Copyright © 2010 Wacom Co., Ltd. * This template is only for PC viewing, and not for projection-use nor for printing purposes.
How? If you use social media for brand building
Your organisation needs to change Your people need to change Your management need to understand
Customer intimacy is local but your brand is global
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CHANGE
product people
brand beautyfeel the brand
brand valuetalk the brand
convince dialogue
sell being bought
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Thank You for listening
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