How to formulate the right Social Media Strategy and Guidelines to get support from your CEO’s and top executives.

1. How to formulate the
right Social Media
Strategy and Guidelines to get support from
your CEO’s and top executives.
Madlen Nicolaus
Social Media Manager EAMER
Twitter: @madleeeen, @Kodak_DE, @Kodak_UK
Kodaks Social Media Channels: www.kodak.com/go/followUs

2. 2

3. It‘s all about
SHARING.!
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4. 300,000
4

5. LISTEN
5

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7. Over 35 Kodak Social Media
contributors in
20 countries
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8. EMPLOYEE ENGAGEMENT
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9. 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. Heed security warning and pop ups
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10. That three letter word
ROI

11. How Social Media
can help
achieve your
BUSINESS
GOALS.

12. 1. Brand Recognition

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14. 2. Brand Loyalty and
Evangelists

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17. INFLUENCER ENGAGEMENT – The four E’s
 Engage
 Educate
 Excite
 Evangelize
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18. 3. Sales – Coupons
and Promotions

19. KODAK Momentum | 2010

20. 4. Customer Service
Resolved Issues

21. KODAK Momentum | 2010

22. 5. R&D – Polls and
Gathering Insights

23. Product Feedback & Name Crowd Sourcing
Zi6 Zi8 PlaySport PlayTouch
Customer feedback Customers Customer feedback
suggested product
name
KODAK Momentum | 2010

25. 6. Generating
Leads

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27. VALUE ADDED CONTENT – Tools/Whitepapers
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28. 7. Content Creation
– Fan Interaction

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30. Chief Listener

31. SOCIAL ANALYTICS @Kodak
The collection, analysis and presentation of social media data to
measure, optimize and recalibrate marketing programs and initiatives.
• ROMI: Use social metrics to measure campaign success
• Tracking: Measure conversation via social channel
• Lead Gen: monitoring social channels for sales opportunities

32. SOCIAL ANALYTICS – Metrics
REACH
How far and wide our message has spread?
ENGAGEMENT
How many people reacted to our messages?
INFLUENCE
What is the reach and engagement of our ambassadors?
IMPACT
Did we accomplish what we set out to do?
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33. SOCIAL ANALYTICS – Monitoring Tools
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34. SOCIAL ANALYTICS – Campaign Dashboard
Owned Media
Performance
Conversation
Management
Topic, Volume,
Sentiment

35. SOCIAL ANALYTICS – Monthly Dashboard

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