Gtravity Summit 2010 Kodak Hayzlett

11

FacebookJeffrey Hayzlett

TwitterJeffreyHayzlett

Jeffrey HayzlettChief Marketing OfficerEastman Kodak Company

22

Winds of Change

33

KODAK Momentum: The Transformation

We did it.

So can you.

We can help.

A Kodak MomentChange or Die

44


55


66


77


88


99


1010


1111

KODAK Momentum: Our Science

1212

Brand Transformation

1313

Perceptions of Kodak Over the Years

Trustworthy

Reliable

Caring & Human

Prints &Memories

Trustworthy

Reliable

Caring & Human

Prints &Memories

Film rolls

Traditional

Not high-tech

O L D N E W

141414

New Look of Kodak Homepage

Then…

…and Now

1515

First-of-its-kind competition for PGA TOUR players and fans

• Promotes Kodak to millions of consumers – on-site, online, in print, and on radio and TV

KodakChallenge.com and Fantasy.KodakChallenge.com

Brand Activation – Kodak Challenge

1616

Brand Entertainment Leader

Ellen

171717

…it should have a personality

181818

Highlights

Conversion

Regional ExpansionHomepage Relevancy

Social Media Leader Popular

www.kodak.com/go/followus

#NameAKodak

Kodachrome

April 1st

191919

Current Action

i-Phone Apps:SmileMaker and PicFlick

Experience Kodak

Apps: Konga/SmileMeter

Tips & Projects Exchange

Times Square

Mobile

with FacebookConnect

2020

Social Media: The Kodak 4 E’s

Engage

Educate

Excite

Evangelize

212121

Marketing via Social Media

Drives 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, Yahoo!, LinkedIn, Southwest, Oracle, Coke,)

222222

The new numbers• Scale

–FB 300 million and growing, 70% outside of US –Twitter has 35 million, skyrocketing 2,565% growth–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”

2323

Engagement is the new ROI

So, what is your Return on Ignoring?

242424

The Next “Z” – Doh!

2525

Kodak PlaySport

2626

Kodak PlaySport

2727

product roadmaps

digital services

public relations

customer experience

web site

co-marketing

brand licensing

brand identityproduct advertising

image advertising

product design

Today We Are …

InnovativeHigh-tech

Leader in new imaging categories

Modern, young

2828

KODAK Momentum: The Soul and Science of Imaging

2929

Changing the human fabric of relationships takes time.

3030

Time To Smile

3131

KODAK Momentum: Our Soul

3232

KODAK Momentum: The Soul and Science of Imaging

3333

3434

3535

3636

3737

Our Insight

3838

Reactions

3939

Technology

Gtravity Summit 2010 Kodak Hayzlett