social media in practise - kodak europe experience
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Презентация о подходе Kodak Europe к социальным медиаTRANSCRIPT
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?