Презентация о подходе Kodak Europe к социальным медиа

1. Social Media in Practice – Building Memorable
Campaigns 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. It‘s all about
SHARING.!
2

3. Kodak Social Media Strategy
3

4. Kodak Owned Media Channels
4

5. Kodak Social Media Channels – Worldwide
Over 35 Kodak contributors on social media representing
over 20 countries around the world
5

6. Kodak Social Media Channels – Europe B2C
Local Social Media Channels in 8 European Countries
6

7. Kodak Social Media Channels – WW B2B
 YouTube.com/KodakB2B
 Twitter: @KodakIdigPrint @KodakDI
 Linkedin: Kodak + PrintZone Group
7

8. Kodak Social Media Channels – Blogs as Hub
Kodak.com/go/followus
Leblogkodak.fr
8

9. Social Media – Employee Engagement
9

10. Social Media – Rules of Engagement
1. Live the Kodak Values
2. Be yourself – and be transparent
3. Protect confidential information and
relationships
4. Speak the truth
5. Keep your cool
6. Stay timely
7. Be careful with personal information
8. Don’t be fooled
9. Disable dangerous privileges
10. Head security warning and pop ups
10

11. Influencer Engagement
 Engage
 Educate
 Excite
 Evangelize
11

13. Creating Kodak Moments
7 Bloggers/Photographers. 7 Nations. 7 days. 1000 Kodak Moments in
South Africa.
UK – Germany – France – Italy
USA – Australia – South Africa
13

14. 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

15. Listening to Customer Feedback
Zi6 Zi8 PlaySport PlayTouch
Customer feedback Customer feedback Customer feedback
KODAK Momentum | 2010

16. B2B
customers and buyers use
Social Media
to share their
INSIGHTS.
17

17. B2B Social Media – Usage
2009 Forrester B2B Study Surveyed 1200+ B2B buyers.
91% of B2B
buyers
read blogs,
view videos, or
listen to podcasts
online.

18. B2B Social Media – Content connects
We are
“PUBLISHERS”
and
“CONNECTORS”
Mr.
Content
Prospects
Buyers 19

19. 20

20. The Principles of Content Marketing
1. 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

21. B2B Social Media – Social Hub
22

22. B2B Social Media Example – IPEX
Content 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 7
international FACEBOOK pages (US, UK, Italy,
France, Spain, Russia, Germany)
• ~250 photos on Kodak@Flickr
23

23. B2B Social Media Example – IPEX Results
With Kodak maintaining a
60% share of voice
throughout the week.
Kodak maintained
an impressive
~60% SOV compared
to Companies X & Y.
24

24. Kodak Owned Media Reach for 2010
25

25. Online Conversation Monitoring
26

26. Measurement – Social Media Dashboard
Conversation volume.
Sentiment.
Trends.
Reviews.  Making sense of ~300K Kodak online mentions a month
Competitive.
Sample verbatims.
27

27. What is your
RETURN ON IGNORING?
www.kodak.com/go/followus
Social Media Mobile