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Old Dogs and New Tricks: How a 90-Year-Old Company Learned to Love Social Media

by Pitney Bowes

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Presentation delivered by Matt Broder, VP of External Communication during iABC's Social Media Summit (April 2011)

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Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
Welcome. Hope everyone has had a chance to visit. Today, going to cover: Overview of what the forum is How it creates value for Pitney Bowes And why creating a dynamic, vibrant community with lots of participation is essential to creating that value For those that aren’t familiar, forum… Is a venue for peer-to-peer discussion. Is organized around a series of discrete topics, like… Each topic is a “board” --
… and you find a list of conversation threads. Threads are created by users Anyone can read/browse – you have to be logged in to reply/post Most common are customer service questions – usually problems with a machine – Often these are addressed to our customer service team or to people with specific hardware knowledge But also topics of general interest to our customer base. One that gets a lot of traffic is a discussion of certified letters, e-signature and related issues.
Let’s take a look at how the forum creates value for Pitney Bowes. There are all sorts of intangible benefits from community – customer engagement, brand loyalty, and so forth – but measurable ROI comes mostly from customer service call deflection. We launched the Forum in April of last year with a specific goal of deflecting calls during rate change – a lot of opportunity there.
We launched our community in the last week of March, 2008 [see slides]
To estimate our call deflection savings, we used a method outlined by Forrester Research in their book, “Groundswell” - created for a review a Dell Computers support forum. There are more than one kind of message in a forum – some are part of a general dialogue, and some, like this one, are direct answers to specific questions – in this case, “How do you update rates on your equipment?” [see slides]
Clearly, our investment in the forums paid off during rate change. We see it continue to pay off in our ongoing ability to provide support. While this ROI was terrific, it was based mostly on the leverage of many users reading answers from our own customer service people…..
We’re just starting to get to the point where real superusers are emerging. Our current emerging star, “Karios” is a good example of why these people are so important. This is a recent post – Viewed just 74 times so far… not much reach But that’s because it was only 1 week old when I took this screen grab.

Old Dogs and New Tricks: How a 90-Year-Old Company Learned to Love Social Media Presentation Transcript

Old Dogs and New Tricks Matt Broder VP, External Communications Pitney Bowes Inc. April 15, 2011 Twitter: @ctwordsmith
Pitney Bowes 1920 2011
Pitney Bowes and Social Media Pitney Bowes #31 Source: mashable.com, 5/18/10
Pitney Bowes
Social Media is Part of Everything We Do Employee Innovation Marketing Customer Service PR Philanthropy/CSR Social Media Tools & Activities
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
You Need to Be Part of the Conversation
You Need to Be Part of the Conversation
My Heroes Mike Jill Mike Aneta Ben Colette
My Heroes Former CEO “ Open Mike” blog IdeaNet Open Innovation PB Customer Forum Social Media Guru 2,500 Twitter Followers Customer Service @pbcares PR pro 5,400 Twitter Followers
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
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.
Customer Service – Quality, not Quantity Total Interactions # Responded To Positive Outcomes Monthly Customer Service Twitter Activity
Two Case Studies
Customer Self-Service: The Pitney Bowes User Forum forums.pb.com
Pitney Bowes User Forum Conversation “Threads” Message posts and replies Psychic rewards encourage participation
User Forum ROI
- Forum Opens April 2008 -- Goal to Deflect Rate Change Support calls
2008 Rate Change: A Case Study
- 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
- Specific answer posting
- 20% deflection*
Calculating ROI: 2008 Rate Change
General info posting 5% deflection* 39,065 views 7,817 saved calls $78K savings 500,000 total views 25,000 saved calls $250K savings
- 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.
“ Karios” – our rising superuser Karios’s Posts = $106,000 Online longer than 6 mos.
Customer Forum – The PR Payoff
Holiday Mail for Heroes is a Partnership
Social Media is Integrated into Campaign Celebrity Endorsements Press Releases Program Website Card-Signing Events Media Outreach Social Media Tools & Activities
For social media, targeting is crucial
Once targeted, then engage… Online blogger toolkit Blogger outreach Dialogue & response
No such thing as too much content…
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
Social Media is Sticky
Traditional Media Results Also Strong Cumulative Media Stories: Cumulative Impressions: 861 million 2,081
Old Dogs and New Tricks Matt Broder VP, External Communications Pitney Bowes Inc. April 15, 2011 Twitter: @ctwordsmith

Old Dogs and New Tricks: How a 90-Year-Old Company Learned to Love Social Media

by Pitney Bowes

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Old Dogs and New Tricks: How a 90-Year-Old Company Learned to Love Social Media Presentation Transcript