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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 …

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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  • 1. 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. 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. Corporate vs. business-specific social media channels facebook.com/PitneyBowes twitter.com/PitneyBowes Flickr.com/PBcorp youtube.com/PitneyBowesInc pbconnect.com /blog
  • 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. 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 Service Communities” Forrester Report, May, 2009
  • 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. 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.
    • 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.
    • 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. 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. “ Karios” – our rising superuser
  • 13. “ 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
    Online longer than 6 mos.
  • 14. How Do We Get There?
      • Build Traffic
      • Nurture Superusers
      • Repeat
  • 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 2 nd 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. 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. 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 Interception STEP 2 Positive WOM, long term relationship STEP 3
  • 20. Twitter customer service statistics
  • 21.
    • 84 customer mentions = ~16,000 twitter impressions
    The impact of positive Word of Mouth (WOM)
  • 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. Thank You
    • Aneta Hall
    • Email [email_address]
    • Blog: www.AnetaHall.com
    • Twitter: @ anetaH
    • Facebook: Facebook.com/AnetaHall
    Every connection is a new opportunity™