The document discusses Kodak's social media strategy during a crisis event where they received over 55,000 online posts by 11pm on January 19th. It notes that Twitter drove over 80% of the online conversation volume during the announcement. It also provides metrics on Kodak's typical monthly online mentions of around 300,000. Finally, it suggests moving from a "hub and spoke" social media model to a more holistic approach going forward.

1. Listening During a Crisis
Madlen Nicolaus
Social Media Manager EAMER
Twitter: @madleeeen
Webpage: madlennicolaus.com
Kodaks Social Media Kanäle: www.kodak.com/go/followUs

2. LISTEN

3. 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: Monitor social channels for sales opportunities

4. Chief Listener

5. Social Analytics Routing Process
5

6. ~300,000
Kodak online mentions a month

7. January 19th
Kodak achieved a record high of over
55,000
online posts by 11pm.

8. Media Type – Jan 19th Conversations
Twitter (Micromedia) drove the online conversation with an overall share of
volume of more than 80% on the announcement day.
6% of volume from mainstream news and all over media types at < 5%.

9. Conversation Cloud – January 19th

10. Conversation Shift back to Product
10

11. Path forward – From Hub & Spoke to Holistic
11

12. 12

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