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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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Wacom

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SHAREINSPIREEDUCATEENGAGE

SOCIALMEDIAWACOMEUROPE　

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19.500 fans260k post views/month

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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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Blog & Forum Marketing, social bookmarks

Key Learnings

Step out of your comfort zone

CONTENT　IS　KEY

Increase　fan　baseLoyal　customer　base

EngageEntertainEducate　

Collaborate

CHALLENGES

develop　strong　&　interesting　

content

quality　over　quantity

Keep it simple

CONNECTINGTHEDOTS

Registration　Process

E-Store

Corporate　Website

Bamboo　Dock

Facebook

Youtube

Blogs/　CommunitiesPR

Events

Sales　Regions

PR/Facebook　cooperations　worked　bestIntegrated　communicationExternal　networks　&　channelsEfficient　use　of　resources

Dont sell to hard

DOITRIGHT

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WHY are YOU

doing social media?

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WHAT is your message?

Is it real?

Is it a dialogue?

Start from the customer!!!

product people

people

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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

CHANGE

product people

brand　beautyfeel　the　brand

brand　valuetalk　the　brand

convince dialogue

sell being　bought

Thank You for listening