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FacebookJeffrey Hayzlett

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Jeffrey HayzlettChief Marketing OfficerEastman Kodak Company

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Winds of Change

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KODAK Momentum: The Transformation

We did it.

So can you.

We can help.

A Kodak MomentChange or Die

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: The Transformation

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KODAK Momentum: Our Science

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Brand Transformation

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Perceptions of Kodak Over the Years

Trustworthy

Reliable

Caring & Human

Prints &Memories

Trustworthy

Reliable

Caring & Human

Prints &Memories

Film rolls

Traditional

Not high-tech

O L D N E W

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New Look of Kodak Homepage

Then…

…and Now

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First-of-its-kind competition for PGA TOUR players and fans

• Promotes Kodak to millions of consumers – on-site, online, in print, and on radio and TV

KodakChallenge.com and Fantasy.KodakChallenge.com

Brand Activation – Kodak Challenge

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Brand Entertainment Leader

Ellen

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…it should have a personality

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Highlights

Conversion

Regional ExpansionHomepage Relevancy

Social Media Leader Popular

www.kodak.com/go/followus

#NameAKodak

Kodachrome

April 1st

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Current Action

i-Phone Apps:SmileMaker and PicFlick

Experience Kodak

Apps: Konga/SmileMeter

Tips & Projects Exchange

Times Square

Mobile

with FacebookConnect

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Social Media: The Kodak 4 E’s

Engage

Educate

Excite

Evangelize

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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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The new numbers• Scale

–FB 300 million and growing, 70% outside of US –Twitter has 35 million, skyrocketing 2,565% growth–Global penetration 500K new people a day on Net, 2X in 3 yrs–15.5 million active blogs

• Reverb - Message x Followers, Friends, BFFs, etc.

• Press materials+. . .step and repeat

• Engagement - video x view x time

• Quality vs. Quantity – Content versus impressions

• Old vs. New - “Eyeballs and Ears versus Hearts and Minds”

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Engagement is the new ROI

So, what is your Return on Ignoring?

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The Next “Z” – Doh!

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Kodak PlaySport

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Kodak PlaySport

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product roadmaps

digital services

public relations

customer experience

web site

co-marketing

brand licensing

brand identityproduct advertising

image advertising

product design

Today We Are …

InnovativeHigh-tech

Leader in new imaging categories

Modern, young

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KODAK Momentum: The Soul and Science of Imaging

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Changing the human fabric of relationships takes time.

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Time To Smile

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KODAK Momentum: Our Soul

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KODAK Momentum: The Soul and Science of Imaging

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Our Insight

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Reactions

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