Social Media@Kodak
The Monkey Talk
RAMA
November 17, 2010
Eastman Kodak Company, Business Confidential
Thomas J. Hoehn
Director, Worldwide Interactive Mktg
tom@kodak.com
Twitter: @...
Eastman Kodak Company, Business Confidential
3
Today’s NO EVIL Agenda
see - tom
hear - beth
speak – jenny
do - brian
q&a –...
Eastman Kodak Company, Business Confidential
4
Marketing via social media
Drives value – Be SEEN:
• a new platform to ampl...
Eastman Kodak Company, Business Confidential
5
Strategy – The Ripcurl
Eastman Kodak Company, Business Confidential
“we hear you” - Kodak Social Media Dashboard
Beth LaPierre
Chief Listener
bet...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
LISTENING AT KODAK is...
The stra...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
7
Web-Based Media
news sites, onl...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
6
SO KODAK LISTENING REPORT
THE T...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
6
SO KODAK LISTENING REPORT
THE T...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
6
SO KODAK LISTENING REPORT
THE T...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
6
SO KODAK LISTENING REPORT
THE T...
Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential
FUTURE STATE
Eastman Kodak Company, Business Confidential
14
“speaking to you”
Jenny Cisney
Chief Blogger/Sr. Social Media Mgr.
jennife...
Eastman Kodak Company, Business Confidential
How do you say the right things in …
blogs @ Kodak
Eastman Kodak Company, Business Confidential
Step 1: Have a plan
Strategy & Goals
What are your goals?
Who is your audienc...
Eastman Kodak Company, Business Confidential
Step 2: Provide
Valuable Content
Share tips
& tricks
Eastman Kodak Company, Business Confidential
Answer questions
Tell a story
Eastman Kodak Company, Business Confidential
Step 3 – Be transparent
Clearly indicate who you are on your
accounts and whe...
Eastman Kodak Company, Business Confidential
Show a passion for
what you do
Step 4: Use your best assets,
employees & fans...
Eastman Kodak Company, Business Confidential
Let your fans tell the story
Invite guests
Share the experience
Eastman Kodak Company, Business Confidential
Step 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. ...
Eastman Kodak Company, Business Confidential
Brian Nizinsky
B2B Social Media Mgr.
brian.nizinsky@kodak.com
Twitter: @Kodak...
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...
Eastman Kodak Company, Business Confidential
Social Media Plan in action
§ “Prinergy is Dead”
Negative reaction to staff r...
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 c...
Eastman Kodak Company, Business Confidential
B2B Social Media – How do I Start?
§ How can you promote yourself in social m...
Eastman Kodak Company, Business Confidential
In summary
www.kodak.com/go/followus
Social Media Tips
listen | engage | be r...
Eastman Kodak Company, Business Confidential
33
2010: The Kodak Social Media Map
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Kodak Social Media Presentation

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This is the presentation that Kodak's Social Media team gave at the RAMA breakfast on November 17th 2010 at Mario's.

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Kodak Social Media Presentation

  1. 1. Social Media@Kodak The Monkey Talk RAMA November 17, 2010
  2. 2. Eastman Kodak Company, Business Confidential Thomas J. Hoehn Director, Worldwide Interactive Mktg tom@kodak.com Twitter: @TomHoehn Jenny Cisney Chief Blogger/Sr. Social Media Mgr. jennifer.cisney@kodak.com Twitter: @KodakCB Beth LaPierre Chief Listener bethany.lapierre@kodak.com Twitter: @KodakCL Brian Nizinsky B2B Social Media Mgr. brian.nizinsky@kodak.com Twitter: @KodakIDigPrint
  3. 3. Eastman Kodak Company, Business Confidential 3 Today’s NO EVIL Agenda see - tom hear - beth speak – jenny do - brian q&a – you! (Brian is off camera no doubt fighting evil)
  4. 4. Eastman Kodak Company, Business Confidential 4 Marketing via social media Drives 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…)
  5. 5. Eastman Kodak Company, Business Confidential 5 Strategy – The Ripcurl
  6. 6. Eastman Kodak Company, Business Confidential “we hear you” - Kodak Social Media Dashboard Beth LaPierre Chief Listener bethany.lapierre@kodak.com Twitter: @KodakCL
  7. 7. 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”
  8. 8. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential 7 Web-Based Media news sites, online pubs, etc. Social Media blogs, forums, networks, micro, etc. CRM Data web profile, email, purchase history Data Collection Radian6, Networks, Google, etc. Data Processing Human analysis, text mining, turk, etc. Dashboards Live portal for brand/product tracking Reports Custom-created snapshots Services crisis alerts, market research, influencer ID, segmentation Customer Support Customer Intelligence Interactive Marketing Public Relations Product Development Market Research DATA FLOW
  9. 9. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential 6 SO KODAK LISTENING REPORT THE THREE-LETTER WORD
  10. 10. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential 6 SO KODAK LISTENING REPORT THE THREE-LETTER WORD
  11. 11. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential 6 SO KODAK LISTENING REPORT THE THREE-LETTER WORD
  12. 12. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential 6 SO KODAK LISTENING REPORT THE THREE-LETTER WORD
  13. 13. Eastman Kodak Company, Business ConfidentialEastman Kodak Company, Business Confidential FUTURE STATE
  14. 14. Eastman Kodak Company, Business Confidential 14 “speaking to you” Jenny Cisney Chief Blogger/Sr. Social Media Mgr. jennifer.cisney@kodak.com Twitter: @KodakCB
  15. 15. Eastman Kodak Company, Business Confidential How do you say the right things in … blogs @ Kodak
  16. 16. Eastman Kodak Company, Business Confidential Step 1: Have a plan Strategy & Goals What are your goals? Who is your audience? What is your moderation plan? Keep a content calendar.
  17. 17. Eastman Kodak Company, Business Confidential Step 2: Provide Valuable Content Share tips & tricks
  18. 18. Eastman Kodak Company, Business Confidential Answer questions Tell a story
  19. 19. 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.
  20. 20. 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
  21. 21. Eastman Kodak Company, Business Confidential Let your fans tell the story Invite guests Share the experience
  22. 22. Eastman Kodak Company, Business Confidential Step 5: Work with your PR & marketing teams
  23. 23. Eastman Kodak Company, Business Confidential
  24. 24. 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
  25. 25. Eastman Kodak Company, Business Confidential Brian Nizinsky B2B Social Media Mgr. brian.nizinsky@kodak.com Twitter: @KodakIDigPrint “doing plenty but no evil”
  26. 26. Eastman Kodak Company, Business Confidential Should B2B even use Social Media?
  27. 27. Eastman Kodak Company, Business Confidential What is Kodak B2B doing in Social Media? Blog – growyourbiz.kodak.com Twitter - @kodakidigprint YouTube – KodakB2B
  28. 28. 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 defer incorrect assumptions
  29. 29. Eastman Kodak Company, Business Confidential Social Media Plan in action § “Prinergy is Dead”
  30. 30. 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
  31. 31. Eastman Kodak Company, Business Confidential B2B Social Media – How do I Start? § How can you promote yourself in social media? You Don’t Have conversations Inform Entertain Be human Share information
  32. 32. Eastman Kodak Company, Business Confidential In summary www.kodak.com/go/followus Social Media Tips listen | engage | be real measure | iterate Activating SM Strategy Case Study
  33. 33. Eastman Kodak Company, Business Confidential 33 2010: The Kodak Social Media Map

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