Social media in practise - Kodak Europe experience

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Презентация о подходе Kodak Europe к социальным медиа

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Social media in practise - Kodak Europe experience

  1. 1. Social Media in Practice – Building MemorableCampaigns that Deliver Results Madlen Nicolaus Social Media Manager EAMER Twitter: @madleeeen, @Kodak_DE, @Kodak_UK Kodaks Social Media Kanäle: www.kodak.com/go/followUs
  2. 2. It‘s all aboutSHARING.! 2
  3. 3. Kodak Social Media Strategy 3
  4. 4. Kodak Owned Media Channels 4
  5. 5. Kodak Social Media Channels – WorldwideOver 35 Kodak contributors on social media representingover 20 countries around the world 5
  6. 6. Kodak Social Media Channels – Europe B2CLocal Social Media Channels in 8 European Countries 6
  7. 7. Kodak Social Media Channels – WW B2B   YouTube.com/KodakB2B   Twitter: @KodakIdigPrint @KodakDI   Linkedin: Kodak + PrintZone Group 7
  8. 8. Kodak Social Media Channels – Blogs as Hub Kodak.com/go/followus Leblogkodak.fr 8
  9. 9. Social Media – Employee Engagement 9
  10. 10. Social Media – Rules of Engagement1.  Live the Kodak Values2.  Be yourself – and be transparent3.  Protect confidential information and relationships4.  Speak the truth5.  Keep your cool6.  Stay timely7.  Be careful with personal information8.  Don’t be fooled9.  Disable dangerous privileges10. Head security warning and pop ups 10
  11. 11. Influencer Engagement  Engage  Educate  Excite  Evangelize 11
  12. 12. Creating Kodak Moments7 Bloggers/Photographers. 7 Nations. 7 days. 1000 Kodak Moments inSouth Africa. UK – Germany – France – Italy USA – Australia – South Africa 13
  13. 13. Creating Kodak Moments – Results~ 760 photos shared via all Kodak Social Media Channels •  Facebook, Twitter, Tweetphoto, blogs, Homepage Kodak.com, Kodak Gallery, Kodakmoments.com•  54 blog posts •  VIEWS ~80,000 •  42% traffic increase on leblogKodak.fr•  Twitter: •  REACH ~800,000 •  41% increase in Followers in EAMER•  Facebook: 97% increase in Fans in EAMER•  YouTube: 30,000+ increase in Channel Views 14
  14. 14. Listening to Customer Feedback Zi6 Zi8 PlaySport PlayTouch Customer feedback Customer feedback Customer feedback KODAK Momentum | 2010
  15. 15. B2Bcustomers and buyers useSocial Mediato share theirINSIGHTS. 17
  16. 16. B2B Social Media – Usage2009 Forrester B2B Study Surveyed 1200+ B2B buyers.91% of B2Bbuyersread blogs,view videos, orlisten to podcastsonline.
  17. 17. B2B Social Media – Content connects We are“PUBLISHERS” and“CONNECTORS” Mr. Content ProspectsBuyers 19
  18. 18. 20
  19. 19. The Principles of Content Marketing1.  It’s NOT about you.2.  It’s NOT about your products.3.  It’s RELEVANT.4.  It ANSWERS questions.5.  It’s EASY to read.6.  It supports BUSINESS OBJECTIVES.7.  It provides PROOF. 21
  20. 20. B2B Social Media – Social Hub 22
  21. 21. B2B Social Media Example – IPEXContent Creation:•  20+ Kodak BLOG posts about IPEX (GrowYourBiz.Kodak.com, 1000words.Kodak.com)•  40+ YOUTUBE Videos during IPEX•  1.5 M Impressions via TWITTER•  FACEBOOK Wall Updates at 7international FACEBOOK pages (US, UK, Italy,France, Spain, Russia, Germany)•  ~250 photos on Kodak@Flickr 23
  22. 22. B2B Social Media Example – IPEX ResultsWith Kodak maintaining a60% share of voicethroughout the week. Kodak maintained an impressive ~60% SOV compared to Companies X & Y. 24
  23. 23. Kodak Owned Media Reach for 2010 25
  24. 24. Online Conversation Monitoring 26
  25. 25. Measurement – Social Media DashboardConversation volume.Sentiment.Trends.Reviews.  Making sense of ~300K Kodak online mentions a monthCompetitive.Sample verbatims. 27
  26. 26. What is yourRETURN ON IGNORING?www.kodak.com/go/followus Social Media Mobile

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