Presentation: Social Media @ Kodak Presented by: Thomas Hoehn, Director, Interactive Marketing and Convergence Media, Eastman Kodak Company We are all aware of how crucial it is to maintain the reputation of a brand. Positive and negative comments about your brand, products, or category abound in social media. Positive comments certainly reinforce your brand. Negative conversations can provide an opportunity for you to turn it around and also help your brand. In this session learn how Kodak is leveraging new tools and technologies that allow more people to engage in conversations that drive their business. www.bdionline.com

1. Social Media@Kodak
BDI’s Search and Social Leadership Forum
July 15, 2010 Thomas J. Hoehn
Director, Interactive and Web Marketing
tom@kodak.com
Twitter: @tomhoehn

2. Eastman Kodak Company, Business Confidential
one
why social media for EK
two
the “ripcurl”
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2 examples
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2010 – the map
five
q & tweet
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3. Eastman Kodak Company, Business Confidential
The worst thing anybody
can say about Kodak is ...
Nothing.
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4. Eastman Kodak Company, Business Confidential
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)
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5. Eastman Kodak Company, Business Confidential
Strategy – The Ripcurl
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6. Eastman Kodak Company, Business Confidential
Strategy – The Ripcurl
More here: http://moblogsmoproblems.blogspot.com/2009/07/social-media-mavens-interview-with_29.html
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7. Eastman Kodak Company, Business Confidential
Example - A Case Study:
Kodak Pocket Video Cameras & Social Media Marketing – July’08-Present
Launch July 2008
“Side by sides” featured in November
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8. Eastman Kodak Company, Business Confidential
Kodak Zi8
…with IS, mic jack, and flexible USB!
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9. Eastman Kodak Company, Business Confidential
Enter the Kodak Zx1
The Bleep
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10. Eastman Kodak Company, Business Confidential
The scoop right
from the source.
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11. Eastman Kodak Company, Business Confidential
The next “Z” – Doh!
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12. Eastman Kodak Company, Business Confidential
Listening and Measuring
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13. Eastman Kodak Company, Business Confidential
Example 2 – Tradeshow: IPEX May 2010
Kodak used its social media arsenal including:
- Blog posts
- Twitter
- Kodak B2B YouTube channel
- Facebook
- Flickr PhotoStream
Kodak maintained
an impressive
~60% SOV compared
to Companies X & Y
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14. 2010: The Kodak Social Media Map
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15. Eastman Kodak Company, Business Confidential
Q & Tweet
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