Facebook Jeffrey Hayzlett Twitter JeffreyHayzlett Jeffrey Hayzlett Chief Marketing Officer Eastman Kodak Company
Winds of Change
KODAK Momentum: The Transformation <ul><li>We did it. </li></ul><ul><li>So can you. </li></ul><ul><li>We can help. </li></...
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: The Transformation
KODAK Momentum: Our Science
Brand Transformation
Perceptions of Kodak Over the Years <ul><ul><ul><li>Trustworthy  </li></ul></ul></ul><ul><ul><ul><li>Reliable  </li></ul><...
New Look of Kodak Homepage Then… … and Now
Brand Activation – Kodak Challenge <ul><ul><li>First-of-its-kind competition for PGA TOUR players and fans </li></ul></ul>...
Brand Entertainment Leader Ellen
… it should have a personality
Highlights Conversion Regional Expansion Homepage Relevancy Social Media Leader Popular www.kodak.com/go/followus #NameAKo...
Current Action i-Phone Apps: SmileMaker and PicFlick  Experience Kodak Apps: Konga/SmileMeter Tips & Projects Exchange Tim...
Social Media:  The Kodak 4 E’s <ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Excite </li></ul><ul><li>Evangel...
Marketing via Social Media <ul><li>Drives value:  </li></ul><ul><li>a new platform to amplify our messages </li></ul><ul><...
The new numbers <ul><li>Scale  </li></ul><ul><ul><li>FB  300 million and growing, 70% outside of US  </li></ul></ul><ul><u...
Engagement is the new ROI So, what is your  Return on Ignoring ?
The Next “Z” –  Doh!
Kodak PlaySport
Kodak PlaySport
Today We Are … product roadmaps digital services public relations customer experience web site co-marketing brand licensin...
KODAK Momentum: The Soul and Science of Imaging
Changing the human fabric of relationships takes time.
Time To Smile
KODAK Momentum: Our Soul
KODAK Momentum: The Soul and Science of Imaging
 
 
 
 
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Gtravity Summit 2010 Kodak Hayzlett

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  • Momentum video will run automatically
  • What it all boils down to is, change or die. We did it So can you And we can help You can see we are linked to your success...we are taking this journey together. At Kodak we’re changing moments into momentum and you can too.
  • Or that our workforce is so dynamic and vibrant, 60 percent of our employees have been with us for less than five years.
  • You might not have known that 40 percent of all commercially printed material around the world is touched in some way by KODAK Technology.
  • Or that KODAK Gallery is now one of the world’s largest social networks, with more than 75 million members and 5 billion high-resolution photos.
  • That every Best Picture ACADEMY AWARD® ever selected has used KODAK Technology.
  • Good morning (afternoon). I hope that gives you an idea of the kinds of moments that are giving Kodak tremendous momentum today. Whether in photography, motion pictures, or graphic arts and printing, KODAK Momentum is constantly transforming our company in ways you might not expect. For instance, you might not have known that we derive more than 70 percent of our revenue from digital technologies. That 60 percent of our revenue comes from business to businesses.
  • That our reach extends to every country in the world. In fact, for the past decade, more than half of Kodak’s revenue has been generated outside the U.S.
  • And that Kodak ranks number one, two, or three in worldwide market share in 13 different market segments, with products that drive 80 percent of our revenue.
  • Two things have allowed us to reach so many different people in so many different places in this new digital era. First, our science. As you can see, it’s a blend of materials science and digital image science. Kodak draws upon its century-long understanding of the sophisticated properties of materials to create the semiconductors, inks, toners, and papers used in its systems. Our digital image science is a blend of image science, which involves optics and human perception, and computer sciences. Much of our recent work in this area focuses on making digitized visual content more easily searchable, and training our systems to acquire useful information about images. We have an industry-leading portfolio of intellectual property, with more than 1,000 digital imaging patents.
  • Read some of the attributes from the slide
  • Speak to the slide
  • One exciting new way we are promoting the brand is a first-of-its-kind competition for PGA TOUR players and fans – the Kodak Challenge. It’s a world’s first, and Kodak invented it. The Kodak Challenge celebrates beautiful holes and memorable moments on the PGA TOUR and challenges players to perform their best on Kodak Challenge holes, with the winner taking home $1 million. An Advisory Board selected the 30 Kodak Challenge holes in the U.S. and Canada. (We have a Kodak Challenge hole at the Zurich Classic of New Orleans, April 23-26. Hole #17 at TPC Louisiana.)   Kodak’s partnership with the PGA TOUR is about brand activation – leveraging the brand and the beauty and excitement of golf to drive business. It opens up new channels for Kodak to sell our products and services, and promote our brand to a new demographic of digitally savvy consumers. Kodak is the Official Imaging Provider of the PGA TOUR. In addition, Kodak branding is on the digital scoreboards at PGA TOUR tournaments, and the Kodak Challenge is highlighted on tournament television broadcasts. The Kodak Challenge strikes a great balance between the heritage of our brand – beautiful images and memorable moments – and the continued innovation of the New Kodak. Next slide is video of Kodak Challenge coverage at FBR Open on CBS last week, with commentators Nick Faldo and Jim Nance. You’ll see the scoreboard in the background, and note how they reference Tiger’s shot as a Kodak Moment – we didn’t pay for that.
  • Chief blogger Top 40 Twittering Brand Major partnership with Fox Interactive Leverage of advertising across internet properties Blogging conference STREAMY Awards Web Takeovers Use of Kodak homepage (eye cam) NEW SLIDE---find and organizing principle (like slide 46) Zi6 graphic Eye cam graphic (#1 April fools prank…., 25X lift in Blog traffic) Homepage take over (sales up 24%) Rip-off meter (in a week, 500K views) PMA—4 videos a day 6 blocks Advertising (Fox interactive)—online ads, SEO, Key partnership ( Homepage Relevancy (Timely use: Event and theme based i.e. April Fool’s, MLK, Earth Week, Oscars) Online content--Video content distribution (PMA) Social media (Twitter, Facebook) Blogging (Own, conferences) Interactive campaigns (Microsites, USA Today, Apprentice)
  • Chief blogger Top 40 Twittering Brand Major partnership with Fox Interactive Leverage of advertising across internet properties Blogging conference STREAMY Awards Web Takeovers Use of Kodak homepage (eye cam) NEW SLIDE---find and organizing principle (like slide 46) Zi6 graphic Eye cam graphic (#1 April fools prank…., 25X lift in Blog traffic) Homepage take over (sales up 24%) Rip-off meter (in a week, 500K views) PMA—4 videos a day 6 blocks Advertising (Fox interactive)—online ads, SEO, Key partnership ( Homepage Relevancy (Timely use: Event and theme based i.e. April Fool’s, MLK, Earth Week, Oscars) Online content--Video content distribution (PMA) Social media (Twitter, Facebook) Blogging (Own, conferences) Interactive campaigns (Microsites, USA Today, Apprentice)
  • Then there’s the KODAK PLAYSPORT Video Camera. It’s ready for any adventure you can dream up. And we do mean any adventure. You want full HD video of the ocean? This thing is waterproof up to 10 feet or 3 meters below the surface. It’ll get you full HD video in the ocean.
  • Read some of the attributes from the slide
  • Our emotional technology is applied in countless ways across three distinct business groups – Consumer Digital; Film, Photofinishing and Entertainment; and Graphic Communications. And in each of these three groups, emotional technology continues to create momentum shifts today.
  • Momentum video will run automatically
  • The second thing is our soul. That’s our 125-year heritage of helping people share life’s moments.
  • When our soul and our science come together, we create emotional technology that makes it easier to make, manage, and move images and information, so we can all strengthen our relationships.
  • Kodak has always understood that people don’t want cameras to take pictures, they want them to capture moments, to create memories.
  • And that when people share the stories captured in their images, their emotional value grows. That’s when the stories truly become theirs.
  • If we don’t share moments, they lose their power. That’s why we believe the real KODAK Moment is in every photo and video — but it’s not the photo or video itself.
  • The real KODAK Moment happens when you share. And no other company empowers people with the easiest, most creative ways to make these moments happen.
  • The real KODAK Moment is the laugh. The smile. The emotional transformation that happens when photos and videos are celebrated.
  • The ability to strengthen human relationships is an enormously powerful thing. It simply makes the world a better place. That’s why I encourage you to join us. There’s never been a better time than right now to take advantage of KODAK Momentum.
  • Gtravity Summit 2010 Kodak Hayzlett

    1. 1. Facebook Jeffrey Hayzlett Twitter JeffreyHayzlett Jeffrey Hayzlett Chief Marketing Officer Eastman Kodak Company
    2. 2. Winds of Change
    3. 3. KODAK Momentum: The Transformation <ul><li>We did it. </li></ul><ul><li>So can you. </li></ul><ul><li>We can help. </li></ul>A Kodak Moment Change or Die
    4. 4. KODAK Momentum: The Transformation
    5. 5. KODAK Momentum: The Transformation
    6. 6. KODAK Momentum: The Transformation
    7. 7. KODAK Momentum: The Transformation
    8. 8. KODAK Momentum: The Transformation
    9. 9. KODAK Momentum: The Transformation
    10. 10. KODAK Momentum: The Transformation
    11. 11. KODAK Momentum: Our Science
    12. 12. Brand Transformation
    13. 13. Perceptions of Kodak Over the Years <ul><ul><ul><li>Trustworthy </li></ul></ul></ul><ul><ul><ul><li>Reliable </li></ul></ul></ul><ul><ul><ul><li>Caring & Human </li></ul></ul></ul><ul><ul><ul><li>Prints & Memories </li></ul></ul></ul><ul><ul><li>Trustworthy </li></ul></ul><ul><ul><li>Reliable </li></ul></ul><ul><ul><li>Caring & Human </li></ul></ul><ul><ul><li>Prints & Memories </li></ul></ul><ul><ul><li>Film rolls </li></ul></ul><ul><ul><li>Traditional </li></ul></ul><ul><ul><li>Not high-tech </li></ul></ul>O L D N E W
    14. 14. New Look of Kodak Homepage Then… … and Now
    15. 15. Brand Activation – Kodak Challenge <ul><ul><li>First-of-its-kind competition for PGA TOUR players and fans </li></ul></ul><ul><ul><li>Promotes Kodak to millions of consumers – on-site, online, in print, and on radio and TV </li></ul></ul>KodakChallenge.com and Fantasy.KodakChallenge.com
    16. 16. Brand Entertainment Leader Ellen
    17. 17. … it should have a personality
    18. 18. Highlights Conversion Regional Expansion Homepage Relevancy Social Media Leader Popular www.kodak.com/go/followus #NameAKodak Kodachrome April 1st
    19. 19. Current Action i-Phone Apps: SmileMaker and PicFlick Experience Kodak Apps: Konga/SmileMeter Tips & Projects Exchange Times Square Mobile with FacebookConnect
    20. 20. Social Media: The Kodak 4 E’s <ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Excite </li></ul><ul><li>Evangelize </li></ul>
    21. 21. Marketing via Social Media <ul><li>Drives value: </li></ul><ul><li>a new platform to amplify our messages </li></ul><ul><li>where the customers are </li></ul><ul><li>rich conversations with communities </li></ul><ul><li>low barrier to entry & cost </li></ul><ul><li>fast. . .faster. . .then FASTEST </li></ul><ul><li>seen as a leader in the industry </li></ul><ul><li>great brand associations (Google, Dell, Facebook, Yahoo!, LinkedIn, Southwest, Oracle, Coke,) </li></ul>
    22. 22. The new numbers <ul><li>Scale </li></ul><ul><ul><li>FB 300 million and growing, 70% outside of US </li></ul></ul><ul><ul><li>Twitter has 35 million, skyrocketing 2,565% growth </li></ul></ul><ul><ul><li>Global penetration 500K new people a day on Net, 2X in 3 yrs </li></ul></ul><ul><ul><li>15.5 million active blogs </li></ul></ul><ul><li>Reverb - Message x Followers, Friends, BFFs, etc. </li></ul><ul><li>Press materials+. . .step and repeat </li></ul><ul><li>Engagement - video x view x time </li></ul><ul><li>Quality vs. Quantity – Content versus impressions </li></ul><ul><li>Old vs. New - “Eyeballs and Ears versus Hearts and Minds” </li></ul>
    23. 23. Engagement is the new ROI So, what is your Return on Ignoring ?
    24. 24. The Next “Z” – Doh!
    25. 25. Kodak PlaySport
    26. 26. Kodak PlaySport
    27. 27. Today We Are … product roadmaps digital services public relations customer experience web site co-marketing brand licensing brand identity product advertising image advertising product design Innovative High-tech Leader in new imaging categories Modern, young
    28. 28. KODAK Momentum: The Soul and Science of Imaging
    29. 29. Changing the human fabric of relationships takes time.
    30. 30. Time To Smile
    31. 31. KODAK Momentum: Our Soul
    32. 32. KODAK Momentum: The Soul and Science of Imaging
    33. 37. Our Insight
    34. 38. Reactions

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