Every connection is a new opportunity™
Old Dogs and New Tricks
Matt BroderVP, External CommunicationsPitney Bowes Inc.April 15, 2011Twitter: @ctwordsmith
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Pitney Bowes
1920 2011
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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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You Need to Be Part of the Conversation
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My Heroes
MikeJill
Mike
Aneta
Ben
Colette
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My Heroes
Former CEO
“Open Mike” blog
IdeaNet Open
Innovation
PB Customer
Forum
Social Media Guru
2,500 Twitter
Followers
Customer Service
@pbcaresPR pro
5,400 Twitter
Followers
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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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Two Case Studies
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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
Rate change day: >10 times our average daily volume.
Moderators from Rate Change group and CSR handled questions
Customers answered many questions
ROI: 2008 Rate Change
Forum Visits
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Specific answer posting
20% deflection*
Calculating 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
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Once targeted, then engage…
Online blogger toolkit
Blogger outreach
Dialogue & response
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No such thing as too much content…
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0
500
1000
1500
2007 2008 2009 2010
Images Posted
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Red Cross Landing Page Traffic
Veteran’s day kickoff
Final push before 12/7 PO box closing
Fox News Coverage
Social Media Drives 45% of Traffic
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Social Media is Sticky
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Traditional Media Results Also Strong
Cumulative Media Stories:
Cumulative Impressions:
861 million
2,081
Every connection is a new opportunity™
Old Dogs andNew Tricks
Matt BroderVP, External CommunicationsPitney Bowes Inc.April 15, 2011Twitter: @ctwordsmith
