Listening at Kodak - Social Intelligence & Analytics

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Building Your Toolkit to Measure Reach, Engagement, Influence & Impact to prove ROI

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Listening at Kodak - Social Intelligence & Analytics

  1. 1. Building Your Toolkit to Measure Reach,Engagement, Influence & Impactto prove ROI Madlen Nicolaus Social Media Manager EAMER Twitter: @madleeeen, @Kodak_DE, @Kodak_UK Kodaks Social Media Kanäle: www.kodak.com/go/followUs
  2. 2. Agenda• Kodak’s Social Media Team• Social Analytics @ Kodak• How Social Media can help you achieve your business goals• Social Intelligence Program 2
  3. 3. It‘s all aboutSHARING.! 3
  4. 4. Kodak Owned Media 4
  5. 5. Kodak Worldwide Social Media Team Over 35 Kodak contributors on social media representing 20 countries around the world 5
  6. 6. Chief Listener
  7. 7. ~300,000 Kodak online mentions a month
  8. 8. That three letter word ROISocial Analytics @ Kodak
  9. 9. Social Analytics @KodakThe collection, analysis and presentation of social media data tomeasure, optimize and recalibrate marketing programs and initiatives.•  ROMI: Use social metrics to measure campaign success•  Tracking: Measure conversation via social channel•  Lead Gen: monitoring social channels for sales opportunities
  10. 10. Social Analytics: Metrics REACH How far and wide our message has spread? ENGAGEMENT How many people reacted to our messages? INFLUENCE What is the reach and engagement of our ambassadors? IMPACT Did we accomplish what we set out to do? 10
  11. 11. How Social Mediacan help achieve your BUSINESS GOALS.
  12. 12. 1. Brand Recognition
  13. 13. 13
  14. 14. 2. Brand Loyalty and Evangelists
  15. 15. Influencer Engagement – the four E’s  Engage  Educate  Excite  Evangelize 16
  16. 16. 3. Sales – Coupons and Promotions
  17. 17. KODAK Momentum | 2010
  18. 18. 4. Customer Service Resolved Issues
  19. 19. KODAK Momentum | 2010
  20. 20. 5. R&D – Polls andGathering Insights
  21. 21. Product Feedback & Name Crowd Sourcing Zi6 Zi8 PlaySport PlayTouch Customer feedback Customers Customer feedback suggested product name KODAK Momentum | 2010
  22. 22. 6. Content Creation – Fan Interaction
  23. 23. 25
  24. 24. Kodak Social Media Monitoring Tools 26
  25. 25. Social Analytics: Campaign Dashboard Owned Media Performance Conversation Management Topic, Volume, Sentiment
  26. 26. Social Analytics: Social Media Dashboard
  27. 27. The Strategic Side of Social Media Social Intelligence
  28. 28. Social Intelligence ProgramThe management and analysis of customer data from socialsources, used to activate and recalibrate marketing andCRM programs, to uncover insights and opportunities thatdrive product innovation.Brand Marketing: Use conversations to better understand target marketto develop USPs and messaging that resonatesProduct Marketing: Mine conversations to uncover new needs andindentify pain pointsProduct Development: Improve products based on customer feedback
  29. 29. Social Intelligence – Flow of Information
  30. 30. Social Intelligence Life Cycle
  31. 31. What is your RETURN ON IGNORING?www.kodak.com/go/followus Social Media Mobile

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