Social media in practise - Kodak Europe experience

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

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It‘s all about SHARING.!

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Kodak Social Media Strategy

Kodak Owned Media Channels

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Kodak Social Media Channels – Worldwide

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Over 35 Kodak contributors on social media representing over 20 countries around the world

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Local Social Media Channels in 8 European Countries

Kodak Social Media Channels – Europe B2C

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  YouTube.com/KodakB2B

  Twitter: @KodakIdigPrint @KodakDI

  Linkedin: Kodak + PrintZone Group

Kodak Social Media Channels – WW B2B

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Kodak.com/go/followus

Leblogkodak.fr

Kodak Social Media Channels – Blogs as Hub

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Social Media – Employee Engagement

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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

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  Engage

  Educate

  Excite

  Evangelize

Influencer Engagement

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7 Bloggers/Photographers. 7 Nations. 7 days. 1000 Kodak Moments in South Africa.

USA – Australia – South Africa

UK – Germany – France – Italy

Creating Kodak Moments

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~ 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

Creating Kodak Moments – Results

KODAK Momentum | 2010

Customer feedback Customer feedback

Zi6 Zi8 PlaySport PlayTouch

Listening to Customer Feedback

Customer feedback

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B2B customers and buyers use

Social Media to share their

INSIGHTS.

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.

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B2B Social Media – Content connects

Buyers

Prospects Mr.

Content

We are “PUBLISHERS”

and “CONNECTORS”

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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.

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B2B Social Media – Social Hub

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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

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Kodak maintained an impressive ~60% SOV compared to Companies X & Y.

With Kodak maintaining a 60% share of voice throughout the week.

B2B Social Media Example – IPEX Results

Kodak Owned Media Reach for 2010

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Online Conversation Monitoring

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Conversation volume. Sentiment. Trends. Reviews. Competitive. Sample verbatims.

Making sense of ~300K Kodak online mentions a month

Measurement – Social Media Dashboard

Mobile

www.kodak.com/go/followus

Social Media

What is your

RETURN ON IGNORING?