Building Your Toolkit to Measure Reach, Engagement, Influence & Impact to prove ROI

1. Building Your Toolkit to Measure Reach,
Engagement, Influence & Impact
to prove ROI
Madlen Nicolaus
Social Media Manager EAMER
Twitter: @madleeeen, @Kodak_DE, @Kodak_UK
Kodaks Social Media Kanäle: www.kodak.com/go/followUs

2. Agenda
• Kodak’s Social Media Team
• Social Analytics @ Kodak
• How Social Media can help you achieve your business goals
• Social Intelligence Program
2

3. It‘s all about
SHARING.!
3

4. Kodak Owned Media
4

5. Kodak Worldwide Social Media Team
Over 35 Kodak contributors on social media representing
20 countries around the world
5

6. Chief Listener

7. ~300,000
Kodak online mentions a month

8. That three letter word
ROI
Social Analytics @ Kodak

9. Social Analytics @Kodak
The collection, analysis and presentation of social media data to
measure, optimize and recalibrate marketing programs and initiatives.
• ROMI: Use social metrics to measure campaign success
• Tracking: Measure conversation via social channel
• Lead Gen: monitoring social channels for sales opportunities

10. Social Analytics: Metrics
REACH
How far and wide our message has spread?
ENGAGEMENT
How many people reacted to our messages?
INFLUENCE
What is the reach and engagement of our ambassadors?
IMPACT
Did we accomplish what we set out to do?
10

11. How Social Media
can help achieve
your BUSINESS
GOALS.

12. 1. Brand Recognition

13. 13

14. 2. Brand Loyalty and
Evangelists

16. Influencer Engagement – the four E’s
 Engage
 Educate
 Excite
 Evangelize
16

17. 3. Sales – Coupons
and Promotions

18. KODAK Momentum | 2010

19. 4. Customer Service
Resolved Issues

20. KODAK Momentum | 2010

21. 5. R&D – Polls and
Gathering Insights

22. Product Feedback & Name Crowd Sourcing
Zi6 Zi8 PlaySport PlayTouch
Customer feedback Customers Customer feedback
suggested product
name
KODAK Momentum | 2010

24. 6. Content Creation
– Fan Interaction

25. 25

26. Kodak Social Media Monitoring Tools
26

27. Social Analytics: Campaign Dashboard
Owned Media
Performance
Conversation
Management
Topic, Volume,
Sentiment

28. Social Analytics: Social Media Dashboard

29. The Strategic Side of
Social Media
Social Intelligence

30. Social Intelligence Program
The management and analysis of customer data from social
sources, used to activate and recalibrate marketing and
CRM programs, to uncover insights and opportunities that
drive product innovation.
Brand Marketing: Use conversations to better understand target market
to develop USPs and messaging that resonates
Product Marketing: Mine conversations to uncover new needs and
indentify pain points
Product Development: Improve products based on customer feedback

31. Social Intelligence – Flow of Information

32. Social Intelligence Life Cycle

33. What is your
RETURN ON
IGNORING?
www.kodak.com/go/followus
Social Media Mobile