Power Your Brand with Social Meida KODAK Tom Hoehn
April 21-22, 2010 ď‚Ť San Antonio, TX
one why social media for EK two the ripcurl three 4 real life examples four 2010 – the map
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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, LinkedIn, Southwest, Oracle, Coke,)
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strategy - The Ripcurl
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strategy – The Ripcurl
More here: http://moblogsmoproblems.blogspot.com/2009/07/social-media-mavens-interviewwith_29.html 5
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”
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understanding how B2B buyers use social media 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.
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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
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a case study: Kodak Pocket Video Cameras & Social Media Marketing – July’08-Present
Launch July 2008 “Side by sides” featured in November 9
Enter the Kodak Zx1
“I guess I need the new one…”
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Kodak Zi8 …with IS, mic jack, and flexible USB!
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Enter the Kodak Zx1
The Bleep
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The scoop right from the source.
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The next “Z” – Doh!
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listening and measuring
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example 2 - prinergy demise? not. KodakIDigPrint account responds to all negative tweets
• As seen on Twitter: “Prinergy is Dead”
Negative reaction to staff reductions in Vancouver on Twitter
Twitter conversation is turned around to display our response and defer incorrect assumptions 16
example 2 - prinergy demise? not. Blog post in top results in Search
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example 3 - plate ware? “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.
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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
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2010: The Kodak Social Media Map
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more information‌ www.kodak.com/go/followus
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Power Your Brand with Social Meida KODAK Tom Hoehn
April 21-22, 2010 ď‚Ť San Antonio, TX