Date post: | 10-May-2015 |
Category: |
Business |
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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
Fro
m t
he
PR
OS
– E
xclu
sive
Co
nte
nt
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Add Value: Human Interest Stories10
00 W
ord
s B
log
– E
mp
loye
e S
tori
es
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Add Value: IdeasC
reat
ive
Pro
ject
s &
Idea
s
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Add Value: Keep it FreshD
aily
, Wee
kly,
Mo
nth
ly C
on
ten
t
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Engage Customers Through Rewards
2. Provide Exclusive Opportunities
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Exclusive Opps: Event + Meet and Greet + ExperienceS
o K
od
ak C
amp
aig
n L
aun
ch
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
aceb
oo
k C
amp
aig
n w
ith
Kin
gs
of
Leo
n
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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
ut
a h
um
an f
ace
forw
ard
Pro
du
ct M
anag
ers
talk
ab
ou
t 3
new
pro
du
cts
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Show You Care: Listen & RespondP
layS
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://[email protected]
http://www.kodak.com/go/followus
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