Yesterday as Kodak emerged from bankruptcy, Antonio M. Perez, Kodak Chairman and Chief Executive Officer, said, “We have emerged as a technology company serving imaging for business markets – including packaging, functional printing, graphic communications and professional services.”
This is not the dream of most companies to start as a consumer brand, especially a global and ubiquitous brand that dominated the camera and film markets, and emerge 125 years later as a B2B brand focused on commercial printing. Everyone had a Kodak camera at some point in their lives. Now that company is gone. The personal imaging division has been sold off, although still licensing the Kodak name, and the commercial folks need to reclaim and reinvigorate the company’s social media profiles.
Let’s start with the main Kodak Twitter profile.
The Twitter profile of @Kodak has been minimally used in the past and does not have many followers. But when someone’s grandmother finds an old camera in her attic and wants to get film for it, her granddaughter is going to reach out to this account.
And with the exception of three retweets, the account has been dark for more than a year and half between the announcement of the bankruptcy and the emergence. The newly emerged company needs to take on this account and run with it. They need to approach their customers and prospects with information that helps them solves problems. It can’t just be press releases about new products.
And this is the account that represents the current business. While their Twitter bio of “Kodak’s conversations about commercial printing, packaging, integrated marketing, innovation and sustainability” is an accurate description of what they do, there is no indication that this is now their core business. And the name has to go. “Kodak I Dig Print” or an abbreviation for “i” digital printing. The team just needs to switch to @Kodak.
And I know that this is day one, but the Twitter link from Kodak.com leads to the Twitter account of Kodak Chief Blogger Jennifer Cisney. Over the years she has been responsible for Kodak’s social presence and running their blog, but she is now part of the division that was sold off. Hopefully this will remind someone to update that link to the correct account (which ever one they chose).
This is the blog for the commercial side of the business. This will become the main company blog, and it needs help. Post after post of product specs and new releases is not a corporate blog. They need to inspire customers and prospects, not bore them. They should take a lesson from Jennifer and feature spectacular images that were created with their equipment. They can consider honest customer and employee interviews. It is important to share what people really think about the new company.
The Facebook page for this part of the business is trying to provide value to customers and prospects, but the updates shared on the page seem to have a limited audience. The Kodak team needs to focus on their core audience and use this as another touchpoint.
And finally, the LinkedIn products page definitely represents the new B2B version of Kodak. By understanding who their LinkedIn audience is, they have the opportunity to share more relevant updates on the company page. Not everything needs to be posted everywhere, but the right content that drives engagement and traffic needs to be a focus. Oh, and since B2B is now the core of the business they can’t forget that they need to use social media to drive leads.
What would you tell the team at Kodak now that the B2B social media team is front and center managing the presence for the core business?