Kodak Social Media Presentation
33
Social Media@Kodak The Monkey Talk RAMA November 17, 2010
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Transcript of Kodak Social Media Presentation
Social Media@KodakThe Monkey Talk RAMANovember 17, 2010
Eastman Kodak Company, Business Confidential
Thomas J. HoehnDirector, Worldwide Interactive Mktg
[email protected]: @TomHoehn
Jenny CisneyChief Blogger/Sr. Social Media Mgr.
[email protected]: @KodakCB
Beth LaPierreChief [email protected]: @KodakCL
Brian NizinskyB2B Social Media Mgr.
[email protected]: @KodakIDigPrint
Eastman Kodak Company, Business Confidential
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Today’s NO EVIL Agenda
see - tom
hear - beth
speak – jenny
do - brian
q&a – you!
(Brian is off camera no doubt fighting evil)
Eastman Kodak Company, Business Confidential
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Marketing via social mediaDrives value – Be SEEN:
• a new platform to amplify our messages
• where the customers are
• rich conversations with communities
• low barrier to entry & cost
• seen as a leader in the industry
• who do you hang with? (Google, Dell, Facebook, Yahoo!, LinkedIn, Southwest, Oracle, Coke, Ford, Pepsi…)
Eastman Kodak Company, Business Confidential
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Strategy – The Ripcurl
Eastman Kodak Company, Business Confidential
“we hear you” - Kodak Social Media DashboardBeth LaPierreChief [email protected]: @KodakCL
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
LISTENING AT KODAK is...
The strategy, process, tools + technology to make sense of more than 300,000 new mentions of ‘KODAK’ each month.
“listening to you”
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
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Web-Based Medianews sites, online
pubs, etc.
Social Mediablogs, forums,
networks, micro, etc.
CRM Dataweb profile, email, purchase history
Data Collection
Radian6, Networks,
Google, etc.
Data ProcessingHuman analysis, text
mining, turk, etc.
DashboardsLive portal for brand/product
tracking
ReportsCustom-created
snapshots
Servicescrisis alerts, market research, influencer
ID, segmentation
Customer Support
Customer Intelligence
InteractiveMarketing
Public Relations
Product Development
MarketResearch
DATA FLOW
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
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SO KODAK LISTENING REPORT
THE THREE-LETTER WORD
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
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SO KODAK LISTENING REPORT
THE THREE-LETTER WORD
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
6
SO KODAK LISTENING REPORT
THE THREE-LETTER WORD
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
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SO KODAK LISTENING REPORT
THE THREE-LETTER WORD
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
FUTURE STATE
Eastman Kodak Company, Business Confidential
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“speaking to you”
Jenny CisneyChief Blogger/Sr. Social Media Mgr.
[email protected]: @KodakCB
Eastman Kodak Company, Business Confidential
How do you say the right things in …
blogs @ Kodak
Eastman Kodak Company, Business Confidential
Step 1: Have a planStrategy & Goals
What are your goals?
Who is your audience?
What is your moderation plan?
Keep a content calendar.
Eastman Kodak Company, Business Confidential
Step 2: Provide Valuable Content
Share tips& tricks
Eastman Kodak Company, Business Confidential
Answer questionsTell a story
Eastman Kodak Company, Business Confidential
Step 3 – Be transparent
Clearly indicate who you are on your accounts and when commenting on other sites.
Do not delete negative comments.
Be yourself, be real.
Have an employee social media policy.
Be sure blogger you work with adhere to FTC policy.
Eastman Kodak Company, Business Confidential
Show a passion for what you do
Step 4: Use your best assets, employees & fans
Employees know your business the best –customers want to hear from them
Eastman Kodak Company, Business Confidential
Let your fans tell the story
Invite guestsShare the experience
Eastman Kodak Company, Business ConfidentialStep 5: Work with your PR & marketing teams
Eastman Kodak Company, Business Confidential
Eastman Kodak Company, Business Confidential
§Keys to being successful in social media
§1. Have a strategy and a plan
§2. Provide valuable content
§3. Be transparent
§4. Utilize your employees & fans
§5. Work with your PR & marketing teams
kodak.com/go/followus
Eastman Kodak Company, Business Confidential
Brian NizinskyB2B Social Media Mgr.
[email protected]: @KodakIDigPrint
“doing plenty but no evil”
Eastman Kodak Company, Business Confidential
Should B2B even use Social Media?
Eastman Kodak Company, Business Confidential
What is Kodak B2B doing in Social Media?
Blog – growyourbiz.kodak.com
Twitter - @kodakidigprint
YouTube – KodakB2B
Eastman Kodak Company, Business Confidential
Social Media Plan in action
§ “Prinergy is Dead”
Negative reaction to staff reductions in Vancouver on Twitter
KodakIDigPrint account responds to all negative tweets
Twitter conversation is turned around to display our response and deferincorrect assumptions
Eastman Kodak Company, Business Confidential
Social Media Plan in action
§ “Prinergy is Dead”
Eastman Kodak Company, Business Confidential
B2B Social Media – How do I Start?
§ What should you do to engage with your customers via Social Media?
• Listen to the conversations• search.twitter.com• Google Blog Search
• Participate by adding value• Don’t SELL• Speak WITH not AT
Eastman Kodak Company, Business Confidential
B2B Social Media – How do I Start?
§ How can you promote yourself in social media?
You Don’tHave conversations
InformEntertain
Be human
Share information
Eastman Kodak Company, Business Confidential
In summary
www.kodak.com/go/followus
Social Media Tips
listen | engage | be real
measure | iterate
Activating SM StrategyCase Study
Eastman Kodak Company, Business Confidential
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2010: The Kodak Social Media Map
