Social media is a hot topic right now, so much so that many companies have found themselves reacting to the social media wave rather than riding it at the forefront. So it’s exciting and interesting when I hear about companies who have had the reputation of being luddites when it comes to digital trends have actually embraced social media with open arms.. most notably, Kodak. Having been highly criticized for its failure to gracefuly transform with emerging technology (think Kodachrome), Kodak has, for many years, struggled with communicating to the world that they are, indeed, a digital company.
Enter Kodak’s new social marketing model which introduced social media as a means to enhance its communication with consumers and the imaging community in general. Since implementing this new model, it has generated great results for Kodak, including positive viral buzz, a loyal and growing readership, industry success and recognition, and robust employee participation.
Kodak’s Social Media Strategy: The Convergence Ripcurl
Recently, as part of the Social Media Mavens series, Kodak’s Director of Interactive Marketing and Convergence Media, Tom Hoehn (@TomHoehn), gave an exclusive look at the social media participation strategy he co-created for Kodak with Chief Blogger Jenny Cisney (@KodakCB), which they call ‘Ripcurl’.
We are working against a plan that I authored with our Chief Blogger and Social Media Manager, Jenny Cisney called the Kodak Convergence Media Ripcurl. Essentially, it defines our path to participation. It would be silly for us to use phrases like “control the conversation” or “harness the discussions.” We look at it as using the energy of social media to help our business while adding value to the conversations happening 24/7/Worldwide about our products, brand, photography, motion pictures, vlogging, and so forth.
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