Our work to develop external, segmented communities for Kodak began at a time when the company was seeking new audiences, new engagement concepts and a new platform to directly interact with photographers. We developed strategies based on niche audience content with engagement strategies that could deliver highly targeted messages with audience specific metrics.
The consistent execution of conversation creation, and joins, created flourishing online communities that “humanized” the Kodak brand. Kodak was now part of the conversation rather than a corporation in the middle of a conversation. The key factor? Consistently speaking with people on a one on one rather than talking at people as a group.