Social Media Plan for Kodak

Jared Fink, Justin Goh, Sean McCulley, & Amy Pospiech

Our Goal Today
• Discuss the Kodak brand and discuss how it is currently perceived in the minds of consumers • Re-introduce the “Kodak Moment” • Discuss challenges and opportunities in leveraging this brand equity • Reveal the proposed Kodak Moments Social Media Campaign

Background
The idea of a “Kodak moment” dates back to 1888, when George Eastman put the first simple camera into the hands of consumers. Our social media plan will revitalize this idea of an unexpected moment captured by an amateur photographer on film, using a buzz marketing campaign urging users to “Make this Your Kodak Moment.”

is at h W w? no ak od K

What is Kodak now?
• Kodak is known for its ease-of-use. With its Kodak EasyShare camera and PerfectTouch photo processing, it is aimed at the novice or busy individual. Even the essence of a “Kodak moment” is captured by this quick, even spontaneous theme.

Brand Model: Old

a es ak tM ha W ak od K t? en om M

A Kodak Moment is…
• An event for which you or someone wished someone nearby had a camera to take a picture.
“When we went to the zoo Amanda fell into the gorilla cage. It was such a Kodak moment!” by kalley treay Jul 3, 2007

• A rare, one time, moment that is captured by a picture, or should have been captured by a picture.

“Aww!.. They look soo happy sitting there by the lake! That's definetly a kodak moment!” by LiL' LAdY Nov 3, 2006

• Said when something funny happens that would
Creative Consulting

eb W ce en es Pr

Current Web Presence
Snapshot • “Leading online digital photo developing service” • Secure and easy way to view, store and share photos with friends and family • Free editing and creative tools and specialty photo products • Similar to all other

Current Web Presence
A Thousand Words Blog • “What’s a picture worth?” • Off-brand, too general • Recent posts include topics as varied as pumpkin carving (incl. hardware tips), a flower photography class, and the end of a NASCAR sponsorship • Should be kept Snapshot

Current Web Presence
PluggedIn Blog
• “A blog about Kodak products and customers” • Niche market (tech-y consumer) with a general description – needs better targeting • According to Technorati, the blog is ranked 150,646 and has an authority of 43 (in other words, 43 other sites

Snapshot

Current Web Presence
• • • • • • Podcasts Twitter Facebook Youtube Flickr Delicious

Podcasts

Twitter

Facebook

YouTube

Flickr

Delicious

ur Yo Is at h l? W tia en ot P

Professional

Perceptual Map

Cluttered

Streamlin ed

Amateur

Mome nts

Kodak Moments’ Target Audience
• Those who remember the magic of the unexpected, spontaneous Kodak moment • Those old enough to appreciate the idea that life is fleeting, and have little time to preserve their moments through competitor’s cluttered, complicated websites • Those who appreciate a tactile experience like flipping through a

Brand Model: New

mo dak .ko ww w com .

nts me

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

Proposed Web 2.0 Presence

ur Yo t’s ha W ak od K t? en om M

Contest Details: “Make this Your Kodak
• In order to create a buzz throughout our target market we are promoting a contest using short video clips
• These clips will be distributed throughout the web on social networking sites • The winner of the contest will win a vacation tour of Italy were they can make

of hilarious as well as special Kodak Moments

al ir V ng ti ke ar M

Make this Your

mo me

Make this Your

mo me

Make this Your

mo me

Make this Your

mo me

Make this Your

mo me

Online Ad Placement

Online Ad Placement

Online Ad Placement

ile ob M ng ti ke ar M

Mobile Marketing

Mobile Marketing

Mobile Marketing

Make this Your

mo me

Conclusion
• Through the use of various social media channels, we will reinvent the Kodak brand image with Kodak Moments. • KodakMoments.com will touch the hearts and souls of the target market when they relive passionate still shots in a warming virtual atmosphere. • KodakMoments.com will simplify the online photo experience.

ur yo t’s ha W ak od K t? en om M

Thank you