Social media helps Kodak develop a better snapshot of its customers

by Joe McKendrick

February 19, 2010 at 1:31 pm · Filed under Enterprise 2.0, Social Computing, Social Media, User Revolution, Web 2.0

All it takes is a social media champion at the right place in an organization to really start opening new doors. I recently talked about how decision-makers at Best Buy, Wal-Mart, McDonald’s and Proctor & Gamble were using social media to better understand their customers and build their brands.

Jeremy Victor, of B2Bbloggers.com, recently spoke to Jeffrey Hayzlett, chief marketing officer at Kodak Corporation, about his company’s activities in the social networking realm. For example, Kodak recently crowdsourced to develop a name for its new pocket video camera.

Kodak's new Playsport, named via crowdsourcing

Hayzlett is an active Tweeter, and can be followed on Twitter at JeffreyHayzlett.  Hayzlett says his priority is get closer to Kodak’s customers “through relevant, continuous engagement” by all parts of the organization — including sales, marketing, and operations. Social media is enabling managers and decision makers to share information.

Kodak’s social media strategy, Hayzlett said, is the “4 E’s:” Engage, Educate, Excite and Evangelize. “Engagement is the new ROI,” he says. “We look at quantitative data via measurement tools …to analyze the extent and type of engagement we’ve achieved with our constituents.”

By engaging a range of social media strategies, Victor observed that Kodak is becoming a social business. Hayzlett agrees, noting that he challenges his team “everyday to come up with new ways to engage with customers and facilitate conversations.” One initiative included a contest, held via Twitter, to name Kodak’s new high-definition pocket video camera, now called Kodak Playsport.

Kodak also sponsors online forums, called K-Zones, which encourage consumers to discuss their experiences with imaging, video, and photography. “It’s not talking about us,” Hayzlett told Victor. “It’s talking about what we can learn from the experiences of others.”

In doing so, Hayzlett fulfills one of the cardinal rules of social networking: engage in conversation that’s meaningful to the customer. Networking works best when it creates movements, connects tribes, and enables the sharing of information and insights between individuals and organizations. By facilitating this information sharing, Kodak will strengthen its brand.

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23 Comments »

remimorelFebruary 10th, 2010 at 2:40 am

RT @LeMondefr_Sport: Coupe de France : Quevilly fait chuter Rennes http://tinyurl.com/yzad6fq

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ffblogFebruary 19th, 2010 at 1:31 pm

New: : Social media helps Kodak develop a better snapshot of its customers http://bit.ly/9xfTcS

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SEOSpyFebruary 19th, 2010 at 1:51 pm

RT @ffblog: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/d70GE0

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fwhammFebruary 19th, 2010 at 2:29 pm

The FASTForward Blog » Social media helps Kodak develop a better snapshot of its customers… http://bit.ly/btRTuW

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social_medioFebruary 19th, 2010 at 2:37 pm

Social media helps Kodak develop a better snapshot of its customers http://bit.ly/9aJVqE

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mostashFebruary 19th, 2010 at 2:37 pm

Social media helps Kodak develop a better snapshot of its customers http://bit.ly/9Pr7hJ

This comment was originally posted on Twitter

felipepodestaFebruary 19th, 2010 at 2:43 pm

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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barefootphotoFebruary 19th, 2010 at 2:47 pm

great read RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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frubiliciousdz9February 19th, 2010 at 2:53 pm

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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imossFebruary 19th, 2010 at 3:05 pm

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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Steve_WidenFebruary 19th, 2010 at 4:15 pm

Social Media Helps Kodak Engage Customers | http://ow.ly/19cvf

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theMediaDudeFebruary 19th, 2010 at 8:14 pm

Social media helps Kodak develop a better snapshot of its customers http://bit.ly/ayagnW

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bankruptcy_renoFebruary 19th, 2010 at 8:14 pm

Social media helps Kodak develop a better snapshot of its customers http://bit.ly/cVm29v

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Sokos6February 19th, 2010 at 8:26 pm

RT @theMediaDude: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/ayagnW

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TBsocialmediaFebruary 19th, 2010 at 8:33 pm

RT @theMediaDude: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/ayagnW (via @Sokos6)

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SMOnowFebruary 19th, 2010 at 8:41 pm

RT @TBsocialmedia RT @theMediaDude: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/ayagnW (via @Sokos6)

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thechannelcFebruary 20th, 2010 at 8:36 am

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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TBsocialmediaFebruary 20th, 2010 at 8:59 am

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD (via @thechannelc)

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frubiliciousdz9February 20th, 2010 at 9:46 am

RT @inspiredmag: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/by9UJD

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najrakanFebruary 21st, 2010 at 2:13 am

RT @SMOnow: RT @TBsocialmedia RT @theMediaDude: Social media helps Kodak develop a better snapshot of its customers http://bit.ly/ayagnW …

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hebsgaardFebruary 21st, 2010 at 7:58 am

#Socialmedia helps Kodak develop a better snapshot of its customers http://bit.ly/a7dPEz

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SPECKmediaFebruary 21st, 2010 at 11:08 am

Great success story on Kodak and how they used crowdsourcing and social media http://tinyurl.com/y8a4t8p

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UrsusMediaFebruary 22nd, 2010 at 6:55 am

Social media helps Kodak develop a better snapshot of its customers: http://ow.ly/19OLv

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