Jeffrey Hayzlett, CMO, Kodak

It hasn’t been the easiest time for corporate America the last couple of years. But I think it’s forced American companies to really take a look at their products and their consumers and ask some hard questions. Technology and Social Media have played an interesting role in this reckoning. Certainly Apple understands what people want, and Nike has done some innovative things, but you’d expect that from those brands. What I didn’t expect was the cool stuff being done by Ford. Similarly, I wasn’t really aware of what 125 year old Kodak was up to.

Fortunately I had a chance to catch up via email with Jeffrey Hayzlett, the Chief Marketing Officer and Vice President, Eastman Kodak Company. Jeffrey’s new book, The Mirror Test, was just published earlier this month.

I must say, some of the stuff Kodak is putting out sounds fantastic, and importantly, shows an understanding for what consumers want. They’ve incorporated some amazing Social Media capabilities right into the cameras. But I’ll let Jeff tell you about that… 

Eyecube: Online photo sharing is a key component of social media – Facebook claims that more than 3 billion photos are uploaded to their site every month. How is Kodak addressing Social Media? The company seems to have a robust Facebook presence, but what else are you guys doing? 
 

Jeffrey Hayzlett: The fundamental value of social media is the ability to share content among users. This makes for a natural union between Kodak and social media, as Kodak is a company founded on sharing. Every Kodak product is designed to make sharing easier than ever before. In fact, the act of sharing is built directly into our products. Our new M Digital Cameras all come with a Share Button which allow for in-camera tagging to social networks like Facebook, flickr and KODAK Gallery. Users can determine which picture they want uploaded to which network with just a simple tap of the button. Once the camera is plugged into your computer, the EasyShare software automatically uploads your photos to your designated destination, making it easy for your family and friends to experience your photographs.

Our approach to sharing extends beyond the products themselves. Like you mentioned, Kodak has an active and enthusiastic presence on Facebook, Twitter and our own Kodak blogs. As both a participant and a student of social media, Kodak is invested in maximizing the possibilities presented to us by the advances in social media that are occurring on a daily basis. An essential element to our harnessing the reins of social media is the role done by our Chief Blogger and Chief Listener. Together, they provide daily oversight and creative guidance for Kodak’s blogs – “A Thousand Words” and “Grow Your Biz” – and serve as our eyes and ears online by listening to customer feedback and sharing ideas on our products and services.

 
Eyecube: Mobile is another area that continues to grow. Some phones are now being equipped with 10+ megapixel cameras. What is Kodak doing from a mobile perspective?

JH: Last year we created the Pic Flick App for the iPhone, iPod Touch and iPad. This free application allows mobile users to print photos and documents directly to their wireless enabled Kodak printers without the need for downloading to a computer or saving on a flash drive. Beyond consumer products, Kodak is also a major innovator in the imaging sensor space, having made huge strides in the development of CMOS sensors and other mobile phone technology.

Mobile marketing is a very exciting avenue to explore. As a burgeoning field, there is a lot to learn and a lot to discover. We have implemented mobile marketing as a major part of our trade show and sponsorship presence.  At the 2010 CES trade show in Las Vegas, we offered every person in attendance the opportunity to enter an ‘SMS to Win’ contest.  Attendees could send a text to the keyword 31400, Kodak’s booth number, with a short code for a chance to win a Kodak product. Winners were notified via text message and could pick up their prize at our booth. In addition to potentially winning a free Kodak product, mobile users were presented with the option to opt-in to more deals.

Individualized brand interaction is the driving force behind our mobile marketing. Emblematic of Kodak’s interest in unifying consumer and brand is the Times Square Gallery.  That innovative approach to billboard signage allows mobile users to share their pictures with millions of people. By implementing a text message-based trigger, we enable users to control when their photo appears on screen. Users have embraced this opportunity and our inbox has been flooded with creative and exciting pictures that range from birthday wishes to marriage proposals.

 
Eyecube: Possibly the most memorable and iconic moment from the first three seasons of Mad Men is the scene in which Don Draper pitches the “carousel” idea to Kodak. Today, how does the company strike the balance between technology and humanity?

 
 

JH: Mad Men is a show everyone loves and that scene beautifully evokes the power of preserving memories through the photographic medium. Kodak is proud to be at the forefront of technological innovation, but every single creation is spurred by the underlying question: How will this improve human interaction? If it doesn’t exhibit a clear impact on relationships, we’re not interested.  We want to do our part to keep people connected with a strong sense of unity. For example, the KODAK PULSE Digital Frame is presented as a solution for people to keep in touch across great distances with its Wi-Fi connectivity and unique email address.
 
Eyecube: To many people, the names Kodak and Polaroid represent an older, more traditional element of the photography industry. Polaroid earlier this year announced a partnership with Lady Gaga, at least in part to connect with a younger audience. What is Kodak doing to stay relevant to a new generation of consumers who have the ability to use photography in ways their parents never did?

JH: Creativity through personalization is the name of the game. Kodak is staying relevant by focusing on what made us relevant in the first place. We offer people the ability to capture and share their lives. When the company was founded 125 years ago, this was accomplished with film; now we’re leading the charge in providing digital solutions.

To make sure customers understand this relevance, Kodak is heavily involved with the latest cultural trends and an active player at the most buzzed-about events. This year alone we have had a major presence at such revered film events as the Oscars and the Cannes Film Festival, a sponsorship of the cutting-edge Streamy awards, a partnership with Burton Snowboards, and a recurring role in the zeitgeist favorite Celebrity Apprentice.

Learn more about Jeffrey’s book, The Mirror Test.

Follow Jeffrey on Twitter.

Follow The Mirror Test on Twitter.

UPDATE – 5-14-2010: It’s being reported that Jeffrey Hayzlett has resigned his post with Kodak to pursue other opportunities. We wish him the best of luck in his future endeavors and thank him again for his time.

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