Transcript of "Customer Case Study: Awareness Customer Profile-Kodak"
Awareness Customer Profile-Kodak
A Thousand Words: http://1000words.kodak.com/
Plugged In: http://pluggedin.kodak.com/
Grow Your Biz: http://growyourbiz.kodak.com/
Kodak is the world’s foremost imaging innovator. With sales of $10.3 billion in 2007, the company is committed to a
digitally oriented growth strategy focused on helping people better use meaningful images and information in their
life and work. Consumers use Kodak’s system of digital and traditional products and services to take, print and share
their pictures anytime, anywhere; businesses effectively communicate with customers worldwide using Kodak
solutions for prepress, conventional and digital printing and document imaging; and creative professionals rely on
Kodak technology to uniquely tell their story through moving or still images.
• A Thousand Words is a consumer-
focused blog with content about
the “soul” of Kodak, in other words,
how the people who work at the
company think about photography
and imaging in their own lives. Posts
vary widely in subject from how
one Kodak employee is organizing
her photos on her new iPod Touch,
to an interview with renowned
photographer John Sexton, to
sharing the excitement around
Kodak being featured on “The
Awareness Customer Profile I Kodak
• Plugged In (previously 1000 Nerds) is a place where Kodak employees share insights about the products they
make that enable people to express themselves through photography and imaging. The folks at Kodak love
what they do, and use this blog as a way to share their expertise about digital imaging and invite readers to join
the conversation with stories and experiences of their own.
• Grow Your Biz: To help people grow their business Kodak created the Grow Your Biz blog as a place where
Kodak employees and experts who are passionate about print and communications can share insights about
products, services, technologies, and the graphic communications business. The blog also invites readers to share
their passions about everything print and more. More than just LDAP or Active Directory integration, the Platform
includes a robust identity layer integrated with a variety of identity, subscription, and membership systems.
Awareness Customer Profile I Kodak
In 2006, Kodak launched two external facing blog communities—A Thousand Words and A Thousand Nerds (now
Plugged In)—to enhance their communication with consumers and the imaging community in general. Before the
launch, the company had been receiving feedback that the public wanted to know more about the company and
their products, rather than just the corporate information announced in formal press releases and on their Website.
The company was discovering that as people were incorporating Kodak products into their personal lives, they also
wanted to interact with the Kodak brand in a more personal way. So the company launched their two blog
communities with the purpose of giving the soul and brains of Kodak—their employees—a public voice. In addition
to sharing more about Kodak, the communities also allowed for the creation and dissemination of a different kind of
original information—they are written by people who work with Kodak products all day, rather than public relations
professionals. Kodak has found that the blog content created by employees directly sharing their own experiences
and interests is much more valuable in relating to customers.
To build these two blog communities, Kodak turned to Awareness and their enterprise social media platform. A
major concern in launching these blogs for a company of Kodak’s size and reputation was how to do so in a way that
the content being created could be monitored and controlled if necessary. The Awareness platform provided the
required security controls and permissioning features, such that content being posted is in line with corporate policies
but doesn’t have to be proof-read or edited. As a result, the blog content is original and fresh, straight from the
mouths of the employees, and executives are completely on board and in support of the project without hesitation.
In the two years that the communities have been live, they have generated:
• Viral Buzz: The company has done no formal marketing around their blogs. All the blog traffic is viral and a result
of Kodak’s creative efforts such as linking to Plugged In from a press release announcing a new product which
people can click on and immediately read more about the development of the technology straight from the
engineer. In its first year, the readership of A Thousand Words grew by 15%, and by sending their Chief Blogger,
along with others, to Beijing to cover the 2008 Summer Olympics on-site, the readership doubled in the two-week
• Loyal Readership: The significant growth of the blogs’ readership over the 2008 Olympics shows that readers
don’t go to the blog exclusively for information about Kodak and photography, but also for the unique
perspectives, experiences and personalities. Readers went to A Thousand Words during the Olympics to hear and
see what the Kodak bloggers were seeing and experiencing—it was their preferred way to get information about
the Olympics. The loyalty of the readers can also be seen in comments posted to the blog such as this one: “Vera,
you are great at capturing human-interest stories. The pictures are insightful—your pictures are worth 1000 words
times 10. What an opportunity to use Kodak products for reaching out to others and gaining new friendships.
Looking forward to your next blog.”
Awareness Customer Profile I Kodak
• Industry Success: Kodak has received numerous awards for their social media efforts including a PRSA Bronze
Anvil Award, a Stevie Award (American Business Award) and an Interactive Media Award (IMA). In addition,
they have been invited to speak at industry events, including BlogWorld and BlogHer. A Thousand Words has
also been cited by PRWeek as a top corporate blog and BusinessWeek described Kodak as having “hit on a
fresh and clever way to approach blogging.” Kodak received numerous kudos for its blog coverage of the
2008 Olympic games:
- Mario Sundar, Community Evangelist & Chief Blogger at LinkedIn ranked Kodak a top Olympics blog
on his blog, Marketing Nirvana.
- Advertising industry trade publication, Adotas said: “Kodak has been one of the big brands setting
the gold standard in the new world of social media and Web 2.0.”
- The Word of Mouth Marketing Association also praised Kodak’s coverage of the Olympics, stating
“Kodak Olympic Blog Takes the Gold.”
• Robust Employee Participation: In addition to appointing a Chief Blogger to lead Kodak’s social media efforts,
general demand to post on both communities is very high and increasing steadily. Many people want to
participate, and anyone is allowed to, so the content being contributed to each blog is continually getting richer
as it simultaneously builds pride in the company and the Kodak brand.
The first event I got to attend at the Beijing
Olympics was the men’s gymnastics. They took
place in the National Indoor Stadium, where it
was very colorful inside.
There is also a spot where you can pose
on the winners podium for a picture. Of
course I was up for that because let’s be
honest... this is as close to winning a
gold as I am going to get.
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