Komori has partnered with Sterling Kilgore for more than fifteen years.  In that time, they have done an outstanding job with our PR and advertising needs, and  also helped us become one of the first companies in our industry to use social media. With insight and guidance, they have created ideal channels for us to promote our products and services. They have become an essential part of our marketing success—they are not just a “vendor”—they are part of the Komori family.

Susan Baines
Director of Marketing
Komori America Corporation

Challenge

Komori America, a leading manufacturer of sheetfed and web offset printing presses, recognized the potential of social media marketing in early 2009. A longtime client of Sterling Kilgore, the company turned to Sterling to expand its existing media relations program to encompass a digital component. Social media was still in its infancy at the time and few companies in the print industry were active on Facebook, Twitter or other digital platforms. Together, Sterling Kilgore and Komori America pioneered a social media program to further position Komori as a thought leader and connect with prospects and current customers in new ways.

Results

From the launch of the program in 2009 to 2015, Komori America’s social media program:

  • Grew to more than 10,160 people across its entire network, including Twitter, Facebook LinkedIn, YouTube and the “Komori Community” company blog
  • Engages with a wide variety influencers in the commercial print industry. This includes trade media publications and their editors, national and regional industry associations, commercial printing companies and many of Komori’s customers both in the US and around the world
  • Received more than 357,000 total views and 22,823 interactions
  • Garnered 45,674 total clicks that drove traffic to Komori’s owned content, earned media coverage and other social media properties, accounting for 44% of all clicks generated by the @KomoriAmerica Twitter account

Target Market Focus

  • Commercial printers, both current customers and prospects

How We Did It

To launch Komori America’s social media program and manage its growth day-to-day, Sterling used the following tactics:

  • Created custom branded social media platforms, which included Twitter, Facebook and a company blog
  • Expanded Komori America’s social media presence to YouTube and LinkedIn as the program matured
  • Identified current customers and key industry influencers to target for engagement on social media
  • Researched current print industry trends and relevant third-party content to share on social media to bolster Komori’s position as a thought leader
  • Developed an editorial calendar to distribute a balance of Komori owned content and compelling third-party resources