April 21-22, 2010 San Antonio, TX

Power Your Brand with Social MeidaKODAKTom Hoehn

2

one why social media for EK

twothe ripcurl

three4 real life examples

four2010 – the map

3

marketing via social mediaDrives value: • a new platform to amplify our messages• where the customers are• rich conversations with communities• low barrier to entry & cost• fast. . .faster. . .then FASTEST• seen as a leader in the industry• great brand associations (Google, Dell,

Facebook, LinkedIn, Southwest, Oracle, Coke,)

4

strategy - The Ripcurl

5

strategy – The Ripcurl

More here: http://moblogsmoproblems.blogspot.com/2009/07/social-media-mavens-interview-with_29.html

6

the new numbers

• Scale –FB 400 million and growing, 70% outside of US –Twitter has 35 million. US pop: 8% / 4% modest but…–Global penetration 500K new people a day on Net, 2X in 3 yrs–15.5 million active blogs

• Reverb - Message x Followers, Friends, BFFs, etc.

• Press materials+. . .step and repeat

• Engagement - video x view x time

• Quality vs. Quantity – Content versus impressions

• Old vs. New - “Eyeballs and Ears versus Hearts and Minds”

7

B2B buyers are extremely active users of social media.

Almost all (91%) read blogs, view videos, or listen to podcasts online, and just 5% report that they don’t participate in any social activity at least monthly.

understanding how B2B buyers use social media

8

some results

• 100’s of M impressions (Twitter 470M alone, $M’s media value)

• “Share of voice” increases against competitors across all s.m.

• Global expansion (Europe)

• Reputation Management: Support, PR, Corp Comm + 53 talks

• “Step & Repeat” implemented for 43 events

9

a case study:

Kodak Pocket Video Cameras & Social Media Marketing – July’08-Present

Launch July 2008“Side by sides” featured in November

10

Enter the Kodak Zx1 “I guess I need the new one…”

11

Kodak Zi8…with IS, mic jack, and flexible USB!

12

Enter the Kodak Zx1

The Bleep

13

The scoop right from the source.

14

The next “Z” – Doh!

15

listening and measuring

16

• As seen on Twitter: “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 deferincorrect assumptions

example 2 - prinergy demise? not.

17

Blog post in top results in Search

example 2 - prinergy demise? not.

18

“Now that’s what I call service” • Customer posts a question about plate wear on forum, other customers chime in.

• We post a direct answer within hours.

• Customer and others see the problem solved and end with the great “now that’s what I call service” quote.

example 3 - plate ware?

19

example 4 – Kodak Plate Shortage!“..my supplier said that there are problems at the US production plant for

Kodak…stocks are running out worldwide and no one knows how long supplies will last.”

• Alert via Radian6 to potential PR issue around perceived plates shortage

• SME turned around response within 1-1/2 hrs of post

• Customer got correct info and thanked us

• Forum audience viewed Kodak as responsive and helpful

20

2010: The Kodak Social Media Map

21

more information…Mobile Marketing Tipswww.kodak.com/go/followus Social Media Tips

Q & Tweet

April 21-22, 2010 San Antonio, TX

Power Your Brand with Social MeidaKODAKTom Hoehn