Using Web 2.0 to Achieve Results: Social Media as a Way of Life at Pitney Bowes
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Using Web 2.0 to Achieve Results: Social Media as a Way of Life at Pitney Bowes

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Social Media at Pitney Bowes presented by Matt Broder.

Social Media at Pitney Bowes presented by Matt Broder.

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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” --
  • … 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.

Using Web 2.0 to Achieve Results: Social Media as a Way of Life at Pitney Bowes Using Web 2.0 to Achieve Results: Social Media as a Way of Life at Pitney Bowes Presentation Transcript

  • Social Media as a Way of Life Matt Broder VP, External Communications Pitney Bowes Inc. Oct. 25, 2010 Twitter: @ctwordsmith
  • Pitney Bowes 1920 2010
  • 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
  • My Heroes Mike Jill Mike Aneta Ben Colette
  • 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
  • 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
      • 417,000 such calls in 2007
      • Typical support call costs $10 or more
      • Pitney Bowes staffs up temporary call centers to support Rate Change.
    2008 Rate Change: A Case Study
    • Drove traffic to forum from all rate change related pages on PB.com and from email
    • Volume on May 12, the day RC took effect was > 10 times our average daily volume.
    • Moderators from Rate Change group and CSR handled questions
    • Customers answered many questions
    ROI: 2008 Rate Change
    • 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
    • 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 Mommy bloggers Military family bloggers Teacher bloggers Amy Grant fans Spontaneous bloggers @holidaymail
  • Once targeted, then engage… Online blogger toolkit
  • No such thing as too much content… DC card making event Original program video DC veterans day event US Congress card signing New program video Amy Grant’s PSA Dr. Phil’s PSA Hartford state card signing Chicago Chapter volunteers Stamford card making event Individual videos Walter Reed event Thank-you 2008 Videos 2009 Videos
  • No such thing as too much content…
  • Once engaged, then encourage & reward…
  • Metrics Show Strong Growth… Bloggers 2008 2009 Of Note 469 Visitors 5,973 Visitors 12x increase in driving traffic to program home page 3 videos > 10 videos > 10,000 video views altogether 120 Tweets 56 Referrers > 72,000 impressions; 350 additional ‘tweeps’ engaged 1,663 Tweets 555 Referrers 90 Solicited 18 Secured Unsolicited mentions rose sharply anyway 180 Solicited 15 Secured
  • Unsolicited blogger mentions increased
  • Red Cross Landing Page Traffic Veteran’s day kickoff Final push before 12/7 PO box closing Fox News Coverage Total of 155K visits; fourth most popular site on redcross.org
  • Social Media Drove Website Results
  • Traditional Media Results Also Strong Cumulative Media Stories: 1,249 Cumulative Impressions: 554 million
  • But We Can Always Improve New in 2010 Still Looking to Fix…
    • Disparity in Brand Power
    • Outreach to Education Community
    • Broader Corporate Involvement
  • 2010 Campaign is Underway… Lincoln Correctional Center Lincoln, IL
  • Please Join Us…the Mailbox is Open! Holiday Mail for Heroes PO Box 5456 Capitol Heights, MD 20791-5456 www.redcross.org/holidaymail
  • Social Media as a Way of Life Matt Broder VP, External Communications Pitney Bowes Inc. Oct. 25, 2010 Twitter: @ctwordsmith