Download - Gtravity Summit 2010 Kodak Hayzlett
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FacebookJeffrey Hayzlett
TwitterJeffreyHayzlett
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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