Pauline E. Ranger Social networking has become a popular topic for companies, from start-ups to Fortune 500. Should we do this? What is required to do it properly? Where do I begin?
Kodak’s social media program has been a great success. It was built with the help of people, energy, and two years of dedicated work. Chief Blogger Jenny Cisney, who is a Kodak Digital Camera user, traveled to The 2008 Olympic Games in Beijing this summer with her laptop and Kodak Digital Camera.
Jenny shared her photos and detailed her experience on the Kodak blog “A Thousand Words.” Her posts covered everything, from the opening ceremony to Beijing culture and how Kodak made hundreds of thousands of accreditation badges for the Games.
Kodak’s blog gave readers an inside look at people and the human side of the Games.
I met with Kodak’s Corporate Media Relations Manager Krista Gleason and their Chief Blogger Jenny Cisney this month to learn why their social media programs are so important to their businesses and to understand how they define success.
Q. When did Kodak decide to include social media in its corporate strategy, and why?
Krista: We launched our first blog, “A Thousand Words,” in September 2006. Since then, we have used other social media, such as podcasts, Twitter and Facebook, YouTube, and Flickr. Our social media efforts are part of the marketing and communications strategy. We use social media to connect with our customers–communicate, listen, interact, engage–and share information about our company and our products and services.
Tell me about your three blogs and what they mean to Kodak.
Krista: Kodak’s three blogs. The “A Thousand Words,” a collection of stories by Kodak staff, focuses on photography and imaging. “Plugged in” contains stories about Kodak’s products and services. Grow Your Business features stories from Kodak Graphic Communications. They reflect our expertise in traditional (photography, film, and printing), digital and hybrid technologies.
Q. How has blogging enhanced the 2008 Olympic experience at Kodak for both individual employees and your company?
Jenny, Our blogs showed readers how Kodak’s products, services, and technology were used at the Olympics, from services for photojournalists to printing accreditation badges to postcards and Newsletters to digital photo services to fans. The blog also demonstrated how Kodak cameras were used to capture the Games and Beijing. The photos and videos taken on-site were shown along with travel tips. Kodak is trying to show how it can help “make, move, and manage images and information.”
Q: What impact have blogging and social media on your company’s culture had? What about your customer relationships?
KristaInternally, blogging has given employees the opportunity to share personal stories and boost morale. Kodak’s employees are passionate about both their company and their work, and blogs allow them to share that passion. Over 70 employees blog at the moment (including international bloggers), and we have new employees who are constantly expressing an interest.
Jenny: Externally, our blogs help customers and readers from over 100 countries to better understand Kodak – everything from how our products can help them get more out of their photos to the impact that our innovations have on our world. Our blogs give Kodak an authentic face, and our customers love that we listen to them.
How do you plan to use social media in the future?
Krista: Kodak is focusing on growth, and we’re always looking for new and innovative ways of communicating, sharing information, and building relationships with our customers. We can reach a wider audience by participating in social media. We will be focusing on how to integrate these tools into our communications. When we issue a press release, we consider adding a blog post as a companion, posting to Facebook, Delicious, and Twitter. We might also do a podcast and join in the discussion on other blogs and forums.
Q. What departments and staff are involved in social networking at Kodak?
Krista: In March, we appointed Jenny Cisney as our chief blogger. She is responsible for all of our social media activity. Jenny is also the top blogger for Kodak, covering tradeshows and other events like the Olympics. She represents Kodak in social media conferences. Tom Hoehn, our director of convergence media and brand communications, also plays a leading role. Our internal blog council meets regularly and includes representatives from our film, consumer, graphic communications, and technology offices.
JennyOur employee blogs represent virtually every aspect of the company, including technology, R&D and product development, brand, marketing, and online. Many people at Kodak are passionate about their work and products.
Q. Kodak sponsors and organizes many events. Do you find social media to be an important part of this effort?
Krista: Yes. Our announcement of the Kodak Challenge, which is part of our new partnership, the PGA TOUR, is a great example. We had a traditional press conference and press release, but we also had blogs, podcasts, and people tweeting about the Kodak Challenge. Jenny, our chief business officer, Jeff Hayzlett, and others were among those who tweeted. We also shared photos on Flickr, Facebook, and Delicious.
Q. How do you define “ROI” when it comes to social media?
Krista:
- Blogs and emails are great ways to get feedback from customers and readers.
- Invited to speak at top conferences such as BlogWorld and BlogHer
- Linking to our blog from other blogs or online articles
- Business Week and Mario Sundar, social media experts, have both recognized the importance of this new media.
- Awards: Kodak has won three awards this year for its blogs – the PRSA Bronze Anvil Award, the American Business Award(Stevie Award), as well as an Interactive Media Award.
Q. What advice would you give to other companies considering social media marketing?
Jenny: You have to dedicate yourself to social media if you want to participate. Your blog cannot be left untouched for several weeks. Listen to your customers’ feedback and make sure that you consider it. Make sure to respond promptly. Remember that your blog does not have to look like the blogs of other companies. Customize your social media for your business.
