Every connection is a new opportunity™
Delivering Service Socially
MeasureUp Conference
Chicago, March 10, 2010
Aneta Hall...
2
Pitney Bowes today
• Location intelligence
• Predictive analytics
• Operational & data quality tools
• Customer data int...
3
facebook.com/PitneyBowes
twitter.com/PitneyBowes
Flickr.com/PBcorp
youtube.com/PitneyBowesInc
pbconnect.com/blog
Corpora...
4
Moving towards an integrated social
media strategy
2008/2009 Future
• Research & Education
• Channel
experimentation
•PB...
5
Trends in customer service & support
Source: Service & Support Professionals Association, 2007
6
The role social media can play in
customer service communities
1.
2.
3.
4.
5.
6.
7.
Source: “The ROI of Online Customer ...
7
PB user forum
Goals:
 Support
 Engagement
 Thought leadership
4K registered users; adding 125/month
In last 30 days:
...
8
2008 Rate Change: ROI Case Study
We launched the Forum in April 2008 with an initial goal of Rate
Change Support call de...
9
Specific answer posting
= 20% deflection*
ROI: 2008 Rate Change
* Groundswell, Charlene Li and Josh Bernoff,
Forrester R...
10
Call deflection savings for Rate Change issues
during May 2008 alone were more than $300K, or
2-3 times our annual cost...
11
Community Drives Success
& “Superusers” drive the community…
The 90-9-1 Rule:
 90% only browse
 9% post rarely
 1% p...
12
“Karios” – our rising superuser
13
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
Numbero...
14
Page Views (by week)
0
50
100
150
200
250
300
350
400
450
500
4/5
4/19
5/3
5/17
5/31
6/14
6/28
7/12
7/26
8/9
8/23
9/6
9...
15
Customer Engagement – engaged customers buy more
and stay customer longer.
Position PB as thought leader on postal issu...
16
Pitney Bowes presence on Twitter
http://twitter.com/pitneybowes/pitney-bowes-tweeps
 Market
Research
 Brand
Building
...
17
On average PB is mentioned 100 times a day
on Twitter. We listen to every mention.
18
Customer care conversations on Twitter
19
The process for customer care on Twitter
Ongoing monitoring
for PB branded
mentions
STEP 1
Public tweets
Private tweets...
20
Twitter customer service statistics
21
The impact of positive Word of Mouth (WOM)
84 customer mentions = ~16,000 twitter impressions
22
Social media measurement philosophy at PB
Level 1: ATTENTION METRICS
Level 2: ENGAGEMENT METRICS
Level 3: INFLUENCE MET...
23
Thank You
Aneta Hall
Email Aneta.Hall@pb.com
Blog: www.AnetaHall.com
Twitter: @anetaH
Facebook: Facebook.com/AnetaHall
...
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Delivering Service Socially

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A presentation given during IIR's Measure Up conference in Chicago 3/10/10 that describes Pitney Bowes initiatives to deliver customer service in social media including Pitney Bowes User Forums and Twitter's @PBcares

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Delivering Service Socially

  1. 1. Every connection is a new opportunity™ Delivering Service Socially MeasureUp Conference Chicago, March 10, 2010 Aneta Hall Social Media Strategist Pitney Bowes, Inc. @anetaH Every connection is a new opportunity™
  2. 2. 2 Pitney Bowes today • Location intelligence • Predictive analytics • Operational & data quality tools • Customer data integration • Print & mail mgmt. • Electronic document mgmt. • Print output mgmt. • Intelligent Mail Barcode • Meters • Postage funds management • Direct Mail Solutions • High volume production mail • Mail presorting Managed Services Business Insight Mailing Solutions
  3. 3. 3 facebook.com/PitneyBowes twitter.com/PitneyBowes Flickr.com/PBcorp youtube.com/PitneyBowesInc pbconnect.com/blog Corporate vs. business-specific social media channels
  4. 4. 4 Moving towards an integrated social media strategy 2008/2009 Future • Research & Education • Channel experimentation •PB User Forum •PB on Twitter •Facebook fan page •YouTube channel •PB Connection Blogs • Ad hoc structure 2010 • PB Social Media Strategy Development • Social Media Policy • Governance Structure • Employee Training • Social Media monitoring • ROI Metrics • Integrated strategy for existing channels
  5. 5. 5 Trends in customer service & support Source: Service & Support Professionals Association, 2007
  6. 6. 6 The role social media can play in customer service communities 1. 2. 3. 4. 5. 6. 7. Source: “The ROI of Online Customer Service Communities” Forrester Report, May, 2009
  7. 7. 7 PB user forum Goals:  Support  Engagement  Thought leadership 4K registered users; adding 125/month In last 30 days:  12,000 visits  50,000 page views Peak Traffic - May 11, 2009 (rate change day): 10,346 visits
  8. 8. 8 2008 Rate Change: ROI Case Study We launched the Forum in April 2008 with an initial goal of Rate Change Support call deflection  In 2007, we had 417,000 phone support calls just related to rate change. Typical support call costs $10 or more  In 2008 we drove traffic to PB user forum. Volume on Rate Change day > 10 times our average daily volume.
  9. 9. 9 Specific answer posting = 20% deflection* ROI: 2008 Rate Change * Groundswell, Charlene Li and Josh Bernoff, Forrester Research, 2008 39,065 views 7,817 saved calls $78K savings General info posting = 5% deflection* 500,000 total views 25,000 saved calls $250K savings
  10. 10. 10 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. This was one month after the Forum was launched. ROI: 2008 Rate Change
  11. 11. 11 Community Drives Success & “Superusers” drive the community… The 90-9-1 Rule:  90% only browse  9% post rarely  1% provide most of the content
  12. 12. 12 “Karios” – our rising superuser
  13. 13. 13 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 NumberofViews-Floating Average Online longer than 6 mos. “Karios” – our rising superuser  Posts that have been online longer than 6 months have been viewed, on average, more than 2,000 times.  Call deflection value to PB of each post is ~$2,000 Each post continues to collect views over time:  Total value of Karios’ 53 posts so far: $106,000  A user who posted one answer a day would be worth $520,000 in call deflection each year
  14. 14. 14 Page Views (by week) 0 50 100 150 200 250 300 350 400 450 500 4/5 4/19 5/3 5/17 5/31 6/14 6/28 7/12 7/26 8/9 8/23 9/6 9/20 10/4 10/18 11/1 11/15 11/29 12/13 12/27 1/10 1/24 2/7 2/21 3/7 3/21 4/4 4/18 5/2 5/16 Thousands How Do We Get There? 1. Build Traffic 2. Nurture Superusers 3. Repeat
  15. 15. 15 Customer Engagement – engaged customers buy more and stay customer longer. Position PB as thought leader on postal issues  Ask the Expert SEO – Forums are great for organic search results  During Rate change period, Pitney Bowes Forum was 2nd only to the USPS on search for “USPS rate change” – above both PB.com and all competitors Process Improvement  Over 3 dozen issues have been fed back to our User Experience team for process improvement The forum – additional benefits
  16. 16. 16 Pitney Bowes presence on Twitter http://twitter.com/pitneybowes/pitney-bowes-tweeps  Market Research  Brand Building  Social PR  Lead nurturing  A way to humanize your brand
  17. 17. 17 On average PB is mentioned 100 times a day on Twitter. We listen to every mention.
  18. 18. 18 Customer care conversations on Twitter
  19. 19. 19 The process for customer care on Twitter Ongoing monitoring for PB branded mentions STEP 1 Public tweets Private tweets Interception STEP 2 Positive WOM, long term relationship STEP 3
  20. 20. 20 Twitter customer service statistics
  21. 21. 21 The impact of positive Word of Mouth (WOM) 84 customer mentions = ~16,000 twitter impressions
  22. 22. 22 Social media measurement philosophy at PB Level 1: ATTENTION METRICS Level 2: ENGAGEMENT METRICS Level 3: INFLUENCE METRICS (tied to business goals) •Time on site •# comments/ likes/ RTs •Share of voice •User Generated Content •Web traffic (Visits, visitors) •Social media traffic sources •# Friends/followers •SALES: # Qualified leads, Net Promoter Score •CUST. LOYALTY: cust. retention level of SM channel participants •AWARENESS: Share of conversations
  23. 23. 23 Thank You Aneta Hall Email Aneta.Hall@pb.com Blog: www.AnetaHall.com Twitter: @anetaH Facebook: Facebook.com/AnetaHall Every connection is a new opportunity™
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