Achieving Customer Loyalty With Social CRM2nd Social Media for Customer Management Summit

Shruti Goradia | Social Media Marketing Manager: Content & Community@KodakCommunityhttp://exchange.kodak.com

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Kodak’s Owned Media – Branded Community

http://exchange.kodak.comEducational content, tips, how-to’s, inspirational projects & ideas, UGC, forums

8M visitors40M page views37% organic search engine traffic33% YOY increase in traffic

84% UGC92% member satisfaction rate55% increase in purchase consideration

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Kodak’s Owned Media: kodak.com/go/followus

blogs @ Kodak

Times Square Gallery

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Why Gamification? Why Rewards?

Info graphic from Get Satisfaction: http://kodak.ly/oqjTId

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Engage Customers Through Rewards

1. Add Value

2. Provide Exclusive Opportunities

3. Recognize and Reward

4. Show You Care

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Engage Customers Through Rewards

1. Add Value

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Add Value: ContentT

ips

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Add Value: ExpertiseT

ips

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Add Value: Human Interest Stories10

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Add Value: IdeasC

reat

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Pro

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Idea

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Add Value: Keep it FreshD

aily

, Wee

kly,

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Engage Customers Through Rewards

2. Provide Exclusive Opportunities

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Exclusive Opps: Event + Meet and Greet + ExperienceS

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So Kodak performance in NYC

Invited celebrities, bloggers + Fans – via ticket giveaways on Twitter, Facebook and through local radio stations

Fans (customers) go to see stars perform live + Red

Carpet interviews

Product Trials & Photo Opportunities, backdropsCoupons and Product Giveaways

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Exclusive Opps: Share the ExperienceO

scar

Red

Car

pet

Ble

ach

ers,

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0 • Kodak is the official sponsor of the Red Carpet Bleachers

• 11 bloggers were invited to join Kodak’s Chief Blogger, Jennifer Cisney on the Red Carpet - to tweet, blog and share the experience.

• Bloggers given Kodak cameras to capture experience

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Exclusive Opps: Preview + Contest + GiveawayB

AB

IES

Mo

vie

Par

tner

ship • Exclusive Content

• BABIES inspired contests

• Gallery – Big Prizes – including photo session with Pro photographer

• Scrapbook contest judged by celebrity scrapbooker

• Movie tickets give-away through Twitter

• Blogger outreach

• Preview Screening in NYC

• Ticket Giveaways

• Employee Screening

• Special Discounts and Promos

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Exclusive Opps: Photo Tours B

ig A

pp

le P

ho

to B

us

To

ur • 100 bloggers were

invited to join Kodak’s Chief Blogger, Jennifer Cisney on the Photo Bus Tour

• Tips on Photography were shared throughout

• Product demos

• Created Top 10 Tips to Capture Sight Seeing Pictures

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Exclusive Opps: Content + ContestF

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Engage Customers Through Rewards

3. Recognize and Reward

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Recognize and RewardC

om

mu

nit

y M

emb

ers • Identify loyal customers, community members

• Build and maintain relationships with them

• Offer them a standing in the community – badges

• Give them more power and responsibility – include them in shaping the community, creating content, assigning challenges...

• Kodak Pick of the Week

• Offer them sneak peeks into new products, community features, chance to participate in promotions and activations

• Have a constant dialogue, get and route feedback appropriately

• Make connections – connect the members with each other or Pros and ‘idols’ as appropriate

• Offer products, discounts and coupons as appropriate

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Recognize and Reward – what they do best K

od

ak V

log

ger

Ch

alle

ng

e

• Identify popular vloggers – recognizing what they do

• Offer them a themed challenge + product to accomplish challenge with

• Provide credit and link backs and more, attribute expertise

• Topics1. Why do you blog/vlog? 2. Self Image: Are you comfortable being in front of the camera? 3. Content: What do you blog/vlog about? 4. Tips on getting great videos 5. Share a Kodak moment

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Engage Customers Through Rewards

4. Show You Care

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Show You Care: Humanize the BrandP

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an f

ace

forw

ard

Pro

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ct M

anag

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talk

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new

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Show You Care: Listen & RespondP

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po

rt N

amin

g +

Zi8

fea

ture

s

• Chatter: Non-user friendly name for Pocket Video Cameras

• Response: Launch a Twitter contest to name the next KODAK Pocket Video Camera

• Contest Winners (yes there were two) invited to CES to help launch the new KODAK PlaySport

• Features like the popular external mic jack and removable battery – were incorporated into the Zi8 camera – a direct response to our social media listening efforts.

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Show You Care: Provide a Platform

http://exchange.kodak.com

- Meet like minded people

- Share ideas, inspire and get inspired

- Ask/answer questions (prepare to respond)

- Get Help

On

e o

f a

kin

d C

om

mu

nit

y

Project Upload,

Complete with how to and resources

Forums

Photo Gallery

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Show You Care: Give Back

KO

DA

K P

ictu

re K

iosk

s p

rin

t ca

rds

Kodak Picture Kiosk group, added Stephen’s designs to their portfolio – available for all to print at your local Target and CVS.

Kodak is running a PR and Social Media campaign to help Stephen reach his goal.

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Thank You.

Shruti Goradia | Community Manager@kodakCommunity

http://shrutigoradia.1000words.kodak.comhttp://exchange.kodak.comshruti.goradia@kodak.com

http://www.kodak.com/go/followus

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