Pitney Bowes, an American institution for nearly 100 years, serves more than 1.5 million clients with solutions in the areas of customer information management, location intelligence, and global ecommerce. The launch of their ambassador program in 2015 changed the DNA of the company, bringing them into the digital age. Now, in the second year of the program they are seeing great success and driving real business results. We explore what they have learned along the way and how they now maintain the ambassador program as a critical part of the marketing strategy for the brand. Marifer Rodriguez and Dennen McCloskey from Pitney Bowes’ social media team joined us to discuss: • How Pitney Bowes broke down the barriers between their employees and social media • How Pitney Bowes has engaged their workforce to increase brand awareness and drive sales and revenue • How Pitney Bowes has expanded their employee advocacy program on a global scale

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But First, A Quick Question For You:
Do employees at your organization
share company content on social
media?

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Why Employee Advocacy
Matters Now More Than Ever

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Why Employee Advocacy Matters
Reaching a New Audience Is Harder Than Ever
o Organic social media is dying
o Content creation is costly & time consuming
o Consumers are overwhelmed with content

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What Employees Really Want
Employees want to engage with family and
friends about where they work, what they
do, and the value of their company’s
products and services.
• They want approved content that can
easily be shared on social media.
• They want a way to talk about the their
company & its brands and products.

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What business problems was
Pitney Bowes looking to solve?

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Business Problems Pitney Bowes Was Looking To Solve
Pitney Bowes needed to transform the
perception of their brand and culture

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Business Problems Pitney Bowes Was Looking To Solve
Pitney Bowes needed to simplify social media for
their employees and eliminate confusion

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Business Problems Pitney Bowes Was Looking To Solve
It was difficult for Pitney Bowes employees to:
o Find company and industry content
o Determine what they should share

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What Were The Goals
For The Program?

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Goals Of The Pitney Bowes Employee Advocacy Program
o Change the external perception and evolve
the internal culture of the company
o Create awareness for the brand by enabling
employees to be the voice of the company
o Harness and leverage the collective influence
of Pitney Bowes employees
o Position Pitney Bowes employees as subject
matter experts and thought leaders

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How Did You Solve These Problems In
Order To Accomplish Your Goals?

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How Pitney Bowes Formed The Insiders
o Established key relationships with HR and legal
departments early in the process
o Partnered with internal influencers pre launch
o Utilized social listening and resources within
internal comms and CSR to discover who was
already talking about the company on social

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How Pitney Bowes Onboarded Employees
o Started with outreach to specific departments
to educate them on the value of the program
o Physical (desk drops, custom mailers,
meetings) and digital (intranet, newsletters)
outreach
o Let employees define level of participation
o Leaned on Dynamic Signal for training and
education from day one

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Activating Pitney Bowes Employees As Advocates
o Provided pre-approved content for social
sharing by employees
o Crafted the messages to create a consistent
brand voice
o Encouraged employees to use best judgment
when sharing (on timing, frequency, channel)
o Published new content every day so it is
relevant and fresh

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How Have You Defined
Success For The Program?

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Success For The Insiders Program
REMOVED BARRIERS
BETWEEN EMPLOYEES
AND SOCIAL
HELPED CHANGED
THE DNA OF THE
COMPANY
PLAYED MAJOR ROLE
IN THE RE-BRANDING
OF THE COMPANY

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Benefits Of The Insiders To Pitney Bowes
o An increased level of appreciation for social
media as a viable business channel
o Enhanced the ability of our employees to use
social media as a business resource
o Enabled employees to grow their social
presence in a safe way

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Benefits Of The Insiders To Pitney Bowes
o Provided employees with an exclusive and
unique community
o Employees are now the first to know about
company and industry news
o Employees gaining personal and professional
value from their activity within the program

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Results Of The Pitney Bowes Program To Date
500+ employees
68K Shares
44K Reactions
215M Impressions
141K Clicks

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Dynamic Signal Works With The World’s Leading Companies

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