Pitney Bowes: Journey to a Data-Driven Social Strategy

Bart Casabona, @BartCasabonaDirector, Brand Social & Agency Management

Agenda

•Social Media Process

•Audience Insights

•Campaign Insights

•Competitor Insights

• Issue Management Insights

•Takeaways

Social Media Process

Brand Campaign

• Network Focus: LinkedIn, Twitter

• Advertising: Broad-sweeping advertising

• Amplification: Influencers, corporate handles, The Insiders

• Key Metrics: Views, impressions, engagements

Twitter Chats

Commerce Cloud

Story Selling videos

Retail Revolution • Network Focus: Twitter, LinkedIn

• Advertising: Highly targeted by industry and role

• Amplification: Influencers, The Insiders

• Key Metrics: Clicks, page views, sharesSoftware Analyst Summit

Social Selling

• Network Focus: LinkedIn

• Advertising: None - organic

• Amplification: Direct Messaging (inMails)

• Key Metrics: Engagements, meeting invites, $

Awareness

Consideration

Decision

Campaign (example) Social Approach

Social Media Marketing needs to be a mainstay in campaign development

whether looking to develop a broad awareness or highly targeted campaign.

Social Media Funnel

Social Media Capabilities

Social InsightsSocial Selling

• Brand Equity

• Sales Enablement

• Client Experience

• Brand Equity

• Sales Enablement

• Campaign & Content

Development

• Employee Engagement

Social Advertising

• Brand Equity

• Sales Enablement

• Campaign & Content

Development

Employee Advocacy

• Employee Engagement

• Brand Equity

• Sales Enablement

Social Media Enables Cross-Functional Marketing and Sales Support

Social Insights

Product Marketers

Influencers

Campaign Effectiveness

Sales Enablement

Audience Insights

Brand Equity

Creative Services

Events

Social Media Technology

Social Media Listening Analytics Process

Social Media Audience Insights

Social Media Listening Tool Example

Source Breakdown Source Examples

The Data Industry source shows an even split between news and forum posts vs. social platform posts. This

ratio represents a healthy balance between industry reporting and social opinions in the space.

What Data Conversations Rise to the Top?

Top Hashtags and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant.

Top Hashtags Top Mentions

What Data Conversations Rise to the Top?

Top Hashtags and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant.

Top Hashtags Top Mentions

#Udemy

Where is the Data Conversation?

Knowing where the Data audiences are can help strengthen the messaging style

tailored to whichever region is being marketing.

City/Urban Area Posts % of totalNew York 20655 6.98%

London 13538 4.58%Washington, D.C. 11390 3.85%San Francisco 8814 2.98%Paris 7929 2.68%Toronto 7293 2.47%

Chicago 6839 2.31%Los Angeles 6132 2.07%

Mumbai 5014 1.69%Boston 4863 1.64%

Atlanta 4712 1.59%

Seattle 3951 1.34%Vancouver 3548 1.20%Philadelphia 3500 1.18%

What Topics are Driving Data Conversation?

• Topics identified from studying over 1.4MM posts are grouped under census data, privacy concerns over the

governance of Location Data, and companies selling Location Data solutions.

• These insights can inform blogs, whitepapers, articles, etc. to support a customized content strategy.

Topic Wheel Word Cloud

What Else Do We Know About the Data Audience?

• In the Data community, Information Security occupies 165x posts than the rest of Twitter, Online Learning is 65x

higher and naturally Privacy is 18x more than the rest of Twitter.

• Popular interest shared by this audience can inform communication, campaign and content strategies.

Affinities Activities

LI audience over indexes on topics like Information Security, Cloud Computing, Sustainability, Ecology, Climate,

and NASA - can help tailor marketing messages, content and campaigns, increasing relevance and engagement.

Affinities

Example: Location Intelligence

Interest & Activities

Data Topic Trends

Census

Data

Location

DataSpatial

Data

Data

Analytics

Data

Collection

Housing

Data

Traffic

Data

Crime

Data

Business

Data

Customized Social Media Dashboard

Social Media Campaign Insights

Consumer Decision Funnel Support for Small Business

Awareness• Targeting• Interests

• @Followers

• Keywords

• Webinars• Become a sending genius

• Rate change

Consideration

• Targeting• Lookalikes

• Third party data list

• Events • SMB Hackathon

• Innovation Summit

Purchase

• Targeting• Ad engagers

• Web traffic captures

• Video view captures

• Acquisition• Always-on campaigns

Retention

• Targeting:• Current customer email list

match

• Offline to online list match

• Retention• Always-on campaigns

Small Business Audience Insights

• With an approximate 6% deviation between Female v Male spend and impressions served, we find that

women are 38% more likely to purchase then men, and at 40% lower cost per order.

• Tailoring messages towards the female audience can prove beneficial.

Impressions Site Visits Orders

44%

56%

47%

53%

Female Male

69%

31%

Small Business Audience Insights

Overview

Create messaging that are tailored to the highest purchase yielding audience: females between

the age 33-54 whom makes up 70% of entire purchases.

Impressions Served Site Visits Orders

2% 6%

55%

26%

10%1%

24%

55%

9%

8%3%1%

17%

71%

6%4%2%0%

Impressions Site Visits Orders

65+ 7,013,280 11,159 2

55-64 15,591,389 47,558 6

45-54 2,498,268 3,723 52

35-44 2,197,554 2,810 24

25-34 908,801 1,108 9

18 under 222,273 271 1

Small Business Audience Insights

By Orders

• Studying the top 15 DMA regions in the U.S., we find inefficiencies in large metro area with impression to

site visit ratio yield to miniscule ex: Ft. Lauderdale, Philadelphia, Washington DC.

• The outlier is Rochester, NY yielding 26 orders.

By Impressions By Visits

Social Media Competitor Insights

Competitor Issue

• On Wednesday April 30, 7:30 PM, Endicia announced that they are experiencing online log-in issues, which

triggered small business owners to complain about the inadequate update and support from Endicia.

• This incident led to 107 posts on this topic, where 65% of general sentiment was negative.

Social Media Sentiment

• The first sign of the system malfunction was via Social was 5:48 PM and at 7 PM Social buzz peaked.

• Endicia did not announce the incident until 2 hours after the issue surfaced. Finally, system was back on

track 5 hours after the incident.

Real-Time Competitor Conquest

• From this event, we have identified Endicia customers. Social can then download this group of unhappy audience

to create a unique Endicia customer conquest campaign.

• By tailoring the Endicia conquest messaging to this very niche audience, we are able to promote Pitney Bowes

products, again, in real-time when their B2C relationship is still fragile.

• These type of disruptive Social campaigns will yield higher consideration to switch.

Leveraging SFMC to Enable Business Operations

• Social sales enablement starts from a defined topic listening monitor, in this case we are listening for

Endicia mentions.

• Social Automate then filters every post based on parameters set, and alerts a defined receiver like

Customer Service, or in this case, Sales.

Social Selling

Social Listening

Social Automate

Social Media Issue Management Insights

2016 - 2018 Conversation Overview: #boycottUSA

6/15/18: US announces tariffs

on $50 billion of imports from

China.

3/9/18: Trump signs

tariffs on imported

steel and alum from

all nations.

1/27/17: Trump signs an

executive order halting

immigration from seven

mostly-Muslim

countries.6/1/17: Trump

announces America’s

withdraw from the

Paris Climate

Agreement.

77,127 total

posts on

#boycottUSA

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Audience Insights: #boycottUSA

Post Volume by Country:USA: 29.68%

Canada: 22.45%

UK: 17.86%

Australia: 3.70%

France: 2.68%

USA/American sentiments are generally from news reports and influencers leading to a higher percentage; the Canadian

conversation derives from activists raising awareness to #boycottUSA.

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2016- 2018 Conversation Overview: #GrabYourWallet

• 1,171,985 total posts

• 3.2 billion total impressions

• 65 major retailers (TJMaxx, RueLaLa, Shoes.com)

joined boycott due to any tie to the Trump family

The beginning of

#GrabYourWallet

movement (186K

posts)

7/24/18: Ivanka

announces

closing of

clothing brand

(32K posts)

#FireHannity

movement

pressures his

advertisers to drop

via Social Media

(67K posts)

Audience Insights: #GrabYourWallet

Countries:USA: 89.28%

Canada: 4.37%

UK: 1.56%

US States:California: 89.28%

New York: 11.14%

Florida: 7.01%

Texas: 6.91%Age Demographics

Conversation is dominated by those 35+ (93%),

followed by those ranging from 25-34 (4%)

Takeaways

Key Takeaways

Better understand who your clients are, what they care about and how best to engage them

Avoid missing brand-relevant messages; become more accessible

Listening draws you into the larger conversation

Surface the language of the conversation and how people actually talk about topics or issues

Boosts competitor intelligence

Takes the guess work out of business operations and investments

Thank You