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Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
Achieving Customer Loyalty with Social CRM
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Achieving Customer Loyalty with Social CRM

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  • 1. Achieving Customer Loyalty With Social CRM 2 nd Social Media for Customer Management Summit Shruti Goradia | Social Media Marketing Manager: Content & Community @KodakCommunity http://exchange.kodak.com
  • 2. Kodak’s Owned Media – Branded Community http://exchange.kodak.com Educational content, tips, how-to’s, inspirational projects & ideas, UGC, forums 8M visitors 40M page views 37% organic search engine traffic 33% YOY increase in traffic 84% UGC 92% member satisfaction rate 55% increase in purchase consideration
  • 3. Kodak’s Owned Media: kodak.com/go/followus blogs @ Kodak Times Square Gallery
  • 4. Why Gamification? Why Rewards? Info graphic from Get Satisfaction: http://kodak.ly/oqjTId
  • 5. Engage Customers Through Rewards <ul><li>Add Value </li></ul><ul><li>Provide Exclusive Opportunities </li></ul><ul><li>Recognize and Reward </li></ul><ul><li>Show You Care </li></ul>
  • 6. Engage Customers Through Rewards 1. Add Value
  • 7. Add Value: Content Tips
  • 8. Add Value: Expertise Tips From the PROS – Exclusive Content
  • 9. Add Value: Human Interest Stories 1000 Words Blog – Employee Stories
  • 10. Add Value: Ideas Creative Projects & Ideas
  • 11. Add Value: Keep it Fresh Daily, Weekly, Monthly Content
  • 12. Engage Customers Through Rewards 2. Provide Exclusive Opportunities
  • 13. Exclusive Opps: Event + Meet and Greet + Experience So Kodak Campaign Launch So Kodak performance in NYC Invited celebrities, bloggers + Fans – via ticket giveaways on Twitter, Facebook and through local radio stations Fans (customers) go to see stars perform live + Red Carpet interviews Product Trials & Photo Opportunities, backdrops Coupons and Product Giveaways
  • 14. Exclusive Opps: Share the Experience Oscar Red Carpet Bleachers, 2010 <ul><li>Kodak is the official sponsor of the Red Carpet Bleachers </li></ul><ul><li>11 bloggers were invited to join Kodak’s Chief Blogger, Jennifer Cisney on the Red Carpet - to tweet, blog and share the experience. </li></ul><ul><li>Bloggers given Kodak cameras to capture experience </li></ul>
  • 15. Exclusive Opps: Preview + Contest + Giveaway BABIES Movie Partnership <ul><li>Exclusive Content </li></ul><ul><li>BABIES inspired contests </li></ul><ul><ul><li>Gallery – Big Prizes – including photo session with Pro photographer </li></ul></ul><ul><ul><li>Scrapbook contest judged by celebrity scrapbooker </li></ul></ul><ul><li>Movie tickets give-away through Twitter </li></ul><ul><li>Blogger outreach </li></ul><ul><ul><li>Preview Screening in NYC </li></ul></ul><ul><ul><li>Ticket Giveaways </li></ul></ul><ul><li>Employee Screening </li></ul><ul><li>Special Discounts and Promos </li></ul>
  • 16. Exclusive Opps: Photo Tours Big Apple Photo Bus Tour <ul><li>100 bloggers were invited to join Kodak’s Chief Blogger, Jennifer Cisney on the Photo Bus Tour </li></ul><ul><li>Tips on Photography were shared throughout </li></ul><ul><li>Product demos </li></ul><ul><li>Created Top 10 Tips to Capture Sight Seeing Pictures </li></ul>
  • 17. Exclusive Opps: Content + Contest Facebook Campaign with Kings of Leon
  • 18. Engage Customers Through Rewards 3. Recognize and Reward
  • 19. Recognize and Reward Community Members <ul><li>Identify loyal customers, community members </li></ul><ul><li>Build and maintain relationships with them </li></ul><ul><li>Offer them a standing in the community – badges </li></ul><ul><li>Give them more power and responsibility – include them in shaping the community, creating content, assigning challenges... </li></ul><ul><li>Kodak Pick of the Week </li></ul><ul><li>Offer them sneak peeks into new products, community features, chance to participate in promotions and activations </li></ul><ul><li>Have a constant dialogue , get and route feedback appropriately </li></ul><ul><li>Make connections – connect the members with each other or Pros and ‘idols’ as appropriate </li></ul><ul><li>Offer products, discounts and coupons as appropriate </li></ul>
  • 20. Recognize and Reward – what they do best Kodak Vlogger Challenge <ul><li>Identify popular vloggers – recognizing what they do </li></ul><ul><li>Offer them a themed challenge + product to accomplish challenge with </li></ul><ul><li>Provide credit and link backs and more, attribute expertise </li></ul><ul><li>Topics 1. Why do you blog/vlog? 2. Self Image: Are you comfortable being in front of the camera? 3. Content: What do you blog/vlog about? 4. Tips on getting great videos 5. Share a Kodak moment </li></ul>
  • 21. Engage Customers Through Rewards 4. Show You Care
  • 22. Show You Care: Humanize the Brand Put a human face forward Product Managers talk about 3 new products
  • 23. Show You Care: Listen & Respond PlaySport Naming + Zi8 features <ul><li>Chatter: Non-user friendly name for Pocket Video Cameras </li></ul><ul><li>Response: Launch a Twitter contest to name the next KODAK Pocket Video Camera </li></ul><ul><li>Contest Winners (yes there were two) invited to CES to help launch the new KODAK PlaySport </li></ul><ul><li>Features like the popular external mic jack and removable battery – were incorporated into the Zi8 camera – a direct response to our social media listening efforts. </li></ul>
  • 24. Show You Care: Provide a Platform <ul><li>http://exchange.kodak.com </li></ul><ul><li>Meet like minded people </li></ul><ul><li>Share ideas, inspire and get inspired </li></ul><ul><li>Ask/answer questions (prepare to respond) </li></ul><ul><li>Get Help </li></ul>One of a kind Community Project Upload, Complete with how to and resources Forums Photo Gallery
  • 25. Show You Care: Give Back KODAK Picture Kiosks print cards Kodak Picture Kiosk group, added Stephen’s designs to their portfolio – available for all to print at your local Target and CVS. Kodak is running a PR and Social Media campaign to help Stephen reach his goal.
  • 26. Thank You. Shruti Goradia | Community Manager @kodakCommunity http://shrutigoradia.1000words.kodak.com http ://exchange.kodak.com [email_address] http://www.kodak.com/go/followus
  • 27.  

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