The title of this post is credited to: Twitter / Harry Klein: via @klessblog: The Four E …
I caught up Jeffrey Hayzlett, two weeks before his departure as Eastman Kodak Company’s energetic and boisterous, celebrity CMO (Chief Marketing Officer), at Streaming Media East 2010, where gave an opening keynote address. He discussed Kodak’s innovation in video with it’s popular pocket cameras and why companies should engage in social media and video. In his role at Kodak, he helped Eastman Kodak Company get its mojo back by using streaming media, video technology and emotional technology to connect with its customers. Hayzlett had joined Kodak in 2006 and has ran all their marketing efforts since 2009. He launched a social media team with the roles of Chief Listener and Chief Blogger, and also landed the company a starring role on NBC’s Celebrity Apprentice.
“These conversation go on with you or without you. So you want to engage, educate, excite people and they become evangelists, or Kodak ambassadors is what we call them. That’s what we call the “4 E’s” So, it’s very important for businesses or individuals, but especially for businesses to get out there and engage with their communities.”
How do companies get started in social media?
- Why do I want to participate in social media?
- How can social media improve my business?
- How will social media be incorporated into my overall customer experience?
A checklist of social network profiles should include Facebook, Twitter, YouTube. Download TweetDeck and Seesmic to monitor your social media streams, listen and add value to the conversations that are going on. Kodak believes that on some some level all companies are publishers. “Content Creation, Distribution, Engagement, and Measures should be key areas of focus.”
“If I picture is worth a thousand words, then video is worth ten thousand words… People are very visual in terms of their activity, so they want to see things, and when they can see with their own eyes as they say, they believe it more. So we think video is a big important part of that.”
Coincidentally, this interview was recorded with a Kodak Zi8 pocket video camera that has a built-in microphone jack, which the idea as Hayzlett points out, also came from Twitter:
“For the older Zi6, which lacked a microphone jack, we saw a Tweet that said we should add it.We did add it and the product is outselling the competition 10:1, and the competitor’s newer product is lacking the microphone jack.”
Hayzlett says that capturing that rare “Kodak Moment” and “Keep it Forever” is as simple push of the button. It doesn’t have to be a Hollywood production either, as he emphasizes, you can make mistakes and start over. Nobody cares, just get the content out there, that’s the most important thing. Hayzlett says that you’ll see more and more technology shoved into the Kodak pocket cameras.
“Everybody knows I’ve been on borrowed time. The average tenure of a CMO is 18 months. It’s because of my love of Kodak I’ve stayed as long as I have. We have our mojo back. We’ve certainly raised the profile of the company.”
- “The Mirror Test” | hayzlett
- Q&A: Kodak CMO Jeffrey Hayzlett
- How Kodak’s Jeff Hayzlett Put the Chief in Chief Marketing Officer | Fast Company
- 2nd UPDATE: Kodak Marketing Chief Hayzlett Resigns – WSJ.com
- Jeffrey Hayzlett, Kodak marketing chief, is resigning | democratandchronicle.com | Democrat and Chronicle
- Kodak CMO Resigns, Known for Digital Savvy – ClickZ
- Kodak CMO Jeffrey W. Hayzlett Resigns to Pursue Personal Projects – MarketWatch