Every connection is a new opportun Social Media as a Way of Life Matt Broder VP, External Communications Pitney Bowes Inc. Oct. 25, 2010 Twitter: @ctwordsmith
Using Web 2.0 to Achieve Results: Social Media as a Way of Life at Pitney Bowes
Dec 04, 2014
Social Media at Pitney Bowes presented by Matt Broder.
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Every connection is a new opportunity™
Social Media as aWay of Life
Matt BroderVP, External CommunicationsPitney Bowes Inc.Oct. 25, 2010Twitter: @ctwordsmith
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Pitney Bowes
1920 2010
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Pitney Bowes and Social Media
Pitney Bowes #31
Source: mashable.com, 5/18/10
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Pitney Bowes
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Social Media is Part of Everything We Do
Employee InnovationMarketing
Customer ServicePR
Philanthropy/CSR
Social Media
Tools & Activities
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Are the Conditions Right for SM Success?
Organizational Questions
Does your organization tolerate ambiguity?
How about failure?
Is ‘reputation risk’ a major concern?
Are experiments encouraged?
Personal Questions
Can you take on ‘extra’ work?
Are you a social media believer?
Can you commit for the long haul?
WELL POORLY
NO PROB I’M DEAD
OH YEAH NOT REALLY
FOR SURE NEVER
I PROMISE MAYBE A WEEK
UM, MAYBE NEXT QUESTION
X MY HEART ON THE FENCE
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You Need to Be Part of the Conversation
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My Heroes
MikeJill
Mike
Aneta
Ben
Colette
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Employee Innovation
Basic Metrics
42 Challenges
3,000 Ideas Submitted
700 Ideas Implemented or Under Review
Business Results
Incremental Revenue Opportunities
Increased Customer Satisfaction
Increased Employee Satisfaction
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Employee Innovation – the PR Payoff
"It goes far beyond management deciding to change and to innovate, and there are so many good ideas that could be acted on that are with the people who are right there every day, dealing with customers," says Pitney Bowes Chief Executive Officer Murray Martin.
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Customer Service – Quality, not Quantity
0
10
20
30
40
50
60
Total Interactions
# Responded To
Positive Outcomes
Monthly Customer Service
Twitter Activity
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Customer Self-Service: The Pitney Bowes User Forum
forums.pb.com
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Pitney Bowes User ForumConversation “Threads”
Message posts and replies
Psychic rewards encourage participation
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User Forum ROI
Forum Opens April 2008 -- Goal to Deflect Rate Change Support calls
417,000 such calls in 2007
Typical support call costs $10 or more
Pitney Bowes staffs up temporary call centers to support Rate Change.
2008 Rate Change: A Case Study
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Drove traffic to forum from all rate change related pages on PB.com and from email
Volume on May 12, the day RC took effect was > 10 times our average daily volume.
Moderators from Rate Change group and CSR handled questions
Customers answered many questions
ROI: 2008 Rate Change
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Specific answer posting
20% deflection*
ROI: 2008 Rate Change
* Groundswell, Charlene Li and Josh Bernoff, Forrester Research, 2008
39,065 views
7,817 saved calls7,817 saved calls
$78K savings
General info posting
5% deflection*
500,000 total views
25,000 saved calls 25,000 saved calls
$250K savings
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Call deflection savings for Rate Change issues
during May 2008 alone were more than $300K, or
2-3 times our annual cost for the forum...
ROI: 2008 Rate Change
…one month after the
Forum was launched.
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“Karios” – our rising superuser
Views of Karios' Messages over Time
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Age of Message - 1 week to 1 year
Nu
mb
er o
f V
iew
s -
Flo
atin
g
Ave
rag
e
Online longer than 6 mos.
Karios’s Posts = $106,000
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Customer Forum – The PR Payoff
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Holiday Mail for Heroes is a Partnership
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Social Media is Integrated into Campaign
Celebrity EndorsementsPress Releases
Program Website
Card-Signing Events
Media Outreach
Social Media
Tools & Activities
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For social media, targeting is crucial
Mommy bloggers
Military family bloggers
Teacher bloggers
Amy Grant fans
Spontaneous bloggers
@holidaymail
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Once targeted, then engage…
0
50
100
150
200
2008 2009
Blogger Outreach
Online blogger toolkit
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No such thing as too much content…
DC card making event
Original program video
DC veterans day event
US Congress card signing
New program video
Amy Grant’s PSA
Dr. Phil’s PSA
Hartford state card signing
Chicago Chapter volunteers
Stamford card making event
Individual videos
Walter Reed event
Thank-you
2008 Videos 2009 Videos
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No such thing as too much content…
0
200
400
600
800
1000
2007 2008 2009
Flickr Images Posted
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Once engaged, then encourage & reward…
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Metrics Show Strong Growth…
Bloggers
2008 2009 Of Note
469 Visitors 5,973 Visitors12x increase in driving traffic to
program home page
3 videos > 10 videos> 10,000 video
views altogether
120 Tweets
56 Referrers
> 72,000 impressions; 350 additional ‘tweeps’
engaged
1,663 Tweets
555 Referrers
90 Solicited
18 Secured
Unsolicited mentions rose sharply anyway
180 Solicited
15 Secured
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Unsolicited blogger mentions increased
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Red Cross Landing Page Traffic
Veteran’s day kickoff
Final push before 12/7 PO box closing
Fox News Coverage
Total of 155K visits; fourth most popular site on redcross.org
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Social Media Drove Website Results
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Traditional Media Results Also Strong
Cumulative Media Stories: 1,249
Cumulative Impressions:
554 million
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But We Can Always Improve
New in 2010 Still Looking to Fix…
•Disparity in Brand Power
•Outreach to Education Community
•Broader Corporate Involvement
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2010 Campaign is Underway…
Lincoln Correctional Center
Lincoln, IL
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Please Join Us…the Mailbox is Open!
Holiday Mail for HeroesPO Box 5456Capitol Heights, MD20791-5456
www.redcross.org/holidaymail
Every connection is a new opportunity™
Social Media as aWay of Life
Matt BroderVP, External CommunicationsPitney Bowes Inc.Oct. 25, 2010Twitter: @ctwordsmith
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