Achieving Customer Loyalty with Social CRM


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Achieving Customer Loyalty with Social CRM

  1. 1. Achieving Customer Loyalty With Social CRM 2 nd Social Media for Customer Management Summit Shruti Goradia | Social Media Marketing Manager: Content & Community @KodakCommunity
  2. 2. Kodak’s Owned Media – Branded Community 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. 3. Kodak’s Owned Media: blogs @ Kodak Times Square Gallery
  4. 4. Why Gamification? Why Rewards? Info graphic from Get Satisfaction:
  5. 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. 6. Engage Customers Through Rewards 1. Add Value
  7. 7. Add Value: Content Tips
  8. 8. Add Value: Expertise Tips From the PROS – Exclusive Content
  9. 9. Add Value: Human Interest Stories 1000 Words Blog – Employee Stories
  10. 10. Add Value: Ideas Creative Projects & Ideas
  11. 11. Add Value: Keep it Fresh Daily, Weekly, Monthly Content
  12. 12. Engage Customers Through Rewards 2. Provide Exclusive Opportunities
  13. 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. 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. 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. 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. 17. Exclusive Opps: Content + Contest Facebook Campaign with Kings of Leon
  18. 18. Engage Customers Through Rewards 3. Recognize and Reward
  19. 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. 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. 21. Engage Customers Through Rewards 4. Show You Care
  22. 22. Show You Care: Humanize the Brand Put a human face forward Product Managers talk about 3 new products
  23. 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. 24. Show You Care: Provide a Platform <ul><li> </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. 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. 26. Thank You. Shruti Goradia | Community Manager @kodakCommunity http :// [email_address]