Social Media for Effective Marketing Outreach

1,672

Published on

A snapshot of Pitney Bowes social media engagement + "$9K ways to celebrate innovation" marketing campaign case study

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,672
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media for Effective Marketing Outreach

  1. 1. Every connection is a new opportunity™ Aneta Hall (@anetah) Social Media Strategist Pitney Bowes, Inc. November, 2010 Social Media for effective marketing outreach
  2. 2. January 30, 2015 PBI Internal use only 2 BLOG Hi!
  3. 3. January 30, 2015 PBI Internal use only 3 Google = my ultimate business card
  4. 4. January 30, 2015 PBI Internal use only 4 Keywords from conversations about Pitney Bowes Keywordcloud
  5. 5. January 30, 2015 PBI Internal use only 5 facebook.com/PitneyBowes twitter.com/PitneyBowes Flickr.com/PBcorp youtube.com/PitneyBowesInc pbconnect.com/blogs Social Media Ambassadors PB corp. social media channels slideshare.net/pitneybowes BU-specific Soc. Media channels LinkedIn Profile LinkedIn Group
  6. 6. January 30, 2015 PBI Internal use only 6 Current activities across social media value chain Talking Sharing information with target customers Talking Sharing information with target customers Animating Sparking advocacy and driving positive WOM Animating Sparking advocacy and driving positive WOM Supporting Improving the service experience and helping customers get more value Supporting Improving the service experience and helping customers get more value PB User Forum:Blogs: Soc.Med. activation at events & tradeshows Listening Capturing insights and feedback from target customers Listening Capturing insights and feedback from target customers
  7. 7. January 30, 2015 PBI Internal use only 7 What does this really mean for me (the marketer)?
  8. 8. January 30, 2015 PBI Internal use only 8 Marketing campaign basics - the familiar… 1) Identify your audience 2) Develop messaging & creative 3) Distribute across traditional marketing channels 4) Measure results
  9. 9. January 30, 2015 PBI Internal use only 9 Marketing 2.0 – the basics don’t change! 1) Identify your audience (find out their Social Media profile) 2) Develop messaging & creative (emphasis on interactive content) 3) Distribute across traditional & new marketing channels 4) Remain engaged w/ audience (incl. influencers) AND measure results
  10. 10. January 30, 2015 PBI Internal use only 10 World Innovation Forum 2010 – Case Study
  11. 11. January 30, 2015 PBI Internal use only 11 Step 1. Identify your audience What’s your audience’s social media habits? Where do they congregate online? Who influences them?
  12. 12. January 30, 2015 PBI Internal use only 12 Step 2. Develop content Customer-centric MESSAGING Blog post WebinarVideo Press release Press release Social media friendly content Lose all marketing speak! User generated content Provide content that encourages comments & elicits dialog Word of mouth messaging Direct mail Direct mailWebsiteWebsite Podcast Traditional content types CollateralCollateral
  13. 13. January 30, 2015 PBI Internal use only 13 Develop social media friendly content
  14. 14. January 30, 2015 PBI Internal use only 14 Encourage influencers to talk about you - WIF Bloggers’ Hub #innobeertweetup Pizzalunch
  15. 15. January 30, 2015 PBI Internal use only 15 Develop “Word Of Mouth” worthy content
  16. 16. January 30, 2015 PBI Internal use only 16 Step 3. Distribute content across communication channels
  17. 17. January 30, 2015 PBI Internal use only 17 Don’t worry, no one expects you to use all available communication channels.
  18. 18. January 30, 2015 PBI Internal use only 18 Fish where the fish are… Blog post Video Presentation Content PB corp. blog Distribution Activation !!! + Contest
  19. 19. January 30, 2015 PBI Internal use only 19 Step 4. Monitor conversations & remain engaged
  20. 20. January 30, 2015 PBI Internal use only 20 Step 4. … and measure results • Sales • Profits • Improved productivity • Cost savings • Qualified leads • Engagement indicators (RTs, comments, WOM, UGC) • Perceptions • Affinity • Likelihood to recommend • Sentiment • Net Promoter Score • Web Traffic • # Friends/ Followers • # Posts • Social Mentions • Share of Voice Harder to measureEasier to measure Volume/ Transactional Metrics Changing attitude Changing behavior Financial Outcomes
  21. 21. January 30, 2015 PBI Internal use only 21 WIF results – transactional metrics PB brand share of voice went up by 150% as compared with average week
  22. 22. January 30, 2015 PBI Internal use only 22 WIF results – transactional metrics Traffic to PB innovation blog quadrupled • Users coming to the innovation site from social media channels spent between 3:00-4:00 minutes vs. 1:11 min. average time on side • Over 500 “connections” resulting in Twitter follow or RT, LinkedIn group sign-up or blog RSS subscriptions WIF results – engagement metrics
  23. 23. January 30, 2015 PBI Internal use only 23 WIF success lead to formalizing social media for event activation at PB
  24. 24. January 30, 2015 PBI Internal use only 24 Thank you & Ask away! This resentation available at slideshare.net/pitneybowes Every connection is a new opportunity™ Aneta Hall Email Aneta.Hall@pb.com Blog: www.AnetaHall.com Twitter: @anetaH LinkedIn: LinkedIn.com/in/AnetaHall
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×