Beth LaPierre, Kodak - iStrategy
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Transcript of Beth LaPierre, Kodak - iStrategy
SOCIAL INTELLIGENCEFROM HEARING TO LISTENINGBeth LaPierre
Chief Listening Officer Eastman Kodak
@bethlapierre
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AGENDA
• Why Listening at Kodak?• Social Analytics: The Three-Letter Word…ROI• Social Intelligence: Actionable Insights
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KODAK TODAY
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KODAK TODAY: OUR BUSINESS
RetailSystem
Solutions
Kodak Gallery
Digital Capture and Devices
Inkjet Systems
CONSUMER DIGITAL GROUP
Prepress Solutions
Digital Printing Solutions Business Solutions and Services
GRAPHIC COMMUNICATIONS GROUP
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KODAK TODAY: KODAK SOCIAL MEDIA
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WHY LISTENING FOR KODAK?
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M
175,000+ conversations about ‘Kodak’ in the past 30 days
WHY LISTENING FOR KODAK?
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SOCIAL ANALYTICSThat three-letter word…ROI
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SOCIAL ANALYTICS: ALL ABOUT US
The collection, analysis and presentation of social media data to measure, optimize and recalibrate marketing programs and initiatives.
• ROMI: Use social metrics to measure campaign success
• Tracking: Measure conversation via social channels
• Lead Gen: Monitoring social for sales opportunities
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SOCIAL ANALYTICS: METRICSREACH: How many people saw our message?
ENGAGEMENT: How many people reacted to our message?
INFLUENCE: What is the reach and engagement of our ambassadors?
IMPACT: Did we accomplish what we set out to do? Always based on a business objective
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SOCIAL ANALYTICS: CAMPAIGN DASHBOARD
OWNED MEDIAPERFORMANCE
CONVERSATION MANAGEMENT
TOPIC VOLUME + SENTIMENT
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SOCIAL ANALYTICS: SOCIAL MEDIA DASHBOARD
SMM PERFORMANCE
INDUSTRY CONVERSATION
CONVERSATIONDRIVERS
COMPETITORWATCH
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SOCIAL INTELLIGENCETHE STRATEGIC SIDE OF SOCIAL MEDIA
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SOCIAL INTELLIGENCE: ALL ABOUT THEM
The management, analysis and presentation of social conversations (customer/consumer data from social sources) to uncover insights and opportunities that drive product innovation and customer satisfaction.
• Brand Marketing: Use conversations to better understand target market to develop USPs and messaging that resonates
• Product Marketing: Mine conversations to uncover new needs and identify pain points
• Product Development: Improving products based on customer feedback from social channels
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SOCIAL INTELLIGENCE: SO KODAK
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SOCIAL INTELLIGENCE: KODAK KIOSKS
FEMALE
MALE
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SOCIAL INTELLIGENCE: KODAK DVCs
@brendanhughes I would recommend the Kodak Zi8-
you can link in external mic
@ClaireBoyles I would recommend the Kodak Zi8 - you
can also plug in an external mic
@CornOnTheJob My 2 cents worth, go for the Kodak
zi8, highly recommend it.
@cosmicgirlie flips are great but check out kodak Zi8, its
similar but has expandable memory slot for cards and
external mic
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RESOURCES
Social Media eBook: Kodak.ly/KODAK_SM
B2B SOCIAL: Kodak.com/go/KodakB2B
B2C SOCIAL: Kodak.com/go/FollowUs
Me: @BethLaPierre
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Q + TWEET
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Kodak.com/go/followus