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How Pitney Bowes Has Transformed Brand Perception Through Employee Advocacy

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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How Pitney Bowes Has Transformed Brand Perception Through Employee Advocacy

  1. 1. #DySiWebinar 1@DaveHawley33@Marifer@Dennenmccloskey
  2. 2. #DySiWebinar 2@DaveHawley33@Marifer@Dennenmccloskey Have A Question For Us? Use GoToWebinar Ask On Twitter Use #DySiWebinar
  3. 3. #DySiWebinar 3@DaveHawley33@Marifer@Dennenmccloskey But First, A Quick Question For You: Do employees at your organization share company content on social media?
  4. 4. #DySiWebinar 4@DaveHawley33@Marifer@Dennenmccloskey Why Employee Advocacy Matters Now More Than Ever
  5. 5. #DySiWebinar 5@DaveHawley33@Marifer@Dennenmccloskey 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
  6. 6. #DySiWebinar 6@DaveHawley33@Marifer@Dennenmccloskey 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.
  7. 7. #DySiWebinar 7@DaveHawley33@Marifer@Dennenmccloskey What business problems was Pitney Bowes looking to solve?
  8. 8. #DySiWebinar 8@DaveHawley33@Marifer@Dennenmccloskey Business Problems Pitney Bowes Was Looking To Solve Pitney Bowes needed to transform the perception of their brand and culture
  9. 9. #DySiWebinar 9@DaveHawley33@Marifer@Dennenmccloskey Business Problems Pitney Bowes Was Looking To Solve Pitney Bowes needed to simplify social media for their employees and eliminate confusion
  10. 10. #DySiWebinar 10@DaveHawley33@Marifer@Dennenmccloskey 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
  11. 11. #DySiWebinar 11@DaveHawley33@Marifer@Dennenmccloskey What Were The Goals For The Program?
  12. 12. #DySiWebinar 12@DaveHawley33@Marifer@Dennenmccloskey 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
  13. 13. #DySiWebinar 13@DaveHawley33@Marifer@Dennenmccloskey How Did You Solve These Problems In Order To Accomplish Your Goals?
  14. 14. #DySiWebinar 14@DaveHawley33@Marifer@Dennenmccloskey 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
  15. 15. #DySiWebinar 15@DaveHawley33@Marifer@Dennenmccloskey 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
  16. 16. #DySiWebinar 16@DaveHawley33@Marifer@Dennenmccloskey 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
  17. 17. #DySiWebinar 17@DaveHawley33@Marifer@Dennenmccloskey How Have You Defined Success For The Program?
  18. 18. #DySiWebinar 18@DaveHawley33@Marifer@Dennenmccloskey 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
  19. 19. #DySiWebinar 19@DaveHawley33@Marifer@Dennenmccloskey 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
  20. 20. #DySiWebinar 20@DaveHawley33@Marifer@Dennenmccloskey 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
  21. 21. #DySiWebinar 21@DaveHawley33@Marifer@Dennenmccloskey Results Of The Pitney Bowes Program To Date 500+ employees 68K Shares 44K Reactions 215M Impressions 141K Clicks
  22. 22. #DySiWebinar 22@DaveHawley33@Marifer@Dennenmccloskey Dynamic Signal Works With The World’s Leading Companies
  23. 23. #DySiWebinar 23@DaveHawley33@Marifer@Dennenmccloskey THANKS! We would love to answer your questions now.

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