1. Get it right Stefan Kirmse Director Global Brand Management Wacom April 2011 Demystifying Digital a practical look at social communication @ D2 Hill & Knowlton
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 & 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 & believe, personality, loyalty Emotions
Foundametials of a company and its values Use social media as a digital communication channel -> works well for esp. for kids and youngsters Use social media as brand building tool -> 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
