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Leveraging Social Communications for Organizational Thought Leadership

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Presentation given at Business Development Institute's B2B Social Communications Leadership Forum on March 15, 2012 in NYC.

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Leveraging Social Communications for Organizational Thought Leadership

  1. 1. Every connection is a new opportunity™ Leveraging Social Communications for Organizational Thought Leadership @Colette Cote Corporate External Communications Pitney Bowes Inc. March 15, 2012
  2. 2. March 15, 2012 2 Thought Leadership … I think, therefore I am I think… I think… I think… I think… I think… I think…
  3. 3. March 15, 2012 3 … in (R)evolution
  4. 4. March 15, 2012 4 Thought Leadership: Setting the Strategy • Sets the stage for others to follow • Relates to what your company sells or how it conducts business • Addresses what you are changing • Illustrates how you are leading critical element of change   Positions organization as go-to-source of expertise
  5. 5. March 15, 2012 5 Step 1: Take Inventory • Identify your organizational assets – Unique and distinctive organizational expertise – Brand attributes (i.e. trustworthy, reliable) – Values (i.e. put customers first, act with integrity) – People
  6. 6. March 15, 2012 6 Step 2: Assemble Materials • Develop the storyboard – Platform (i.e. website as canvas) – Humanize the characters (SMEs) – Third party advocates (i.e. customers, partners) – Faces and voices via blogs, videos, vlogs – Identify & leverage proofpoints of success
  7. 7. March 15, 2012 7 Step 3: Social-Ready Content • Develop conversational content for your brand – Have fun, add humor – Engage your audience (“we” not “me”) – Appropriate for medium and brand – Optimize for search
  8. 8. March 15, 2012 8 Monitor Engage Listen Audit Conversation Evaluate Adjust Step 4: Iterate Audit Checklist
  9. 9. Every connection is a new opportunity™ Case Study: Pitney Bowes Innovation Thought Leadership
  10. 10. Every connection is a new opportunity™ Organizational & Brand Assets #Aplenty forums/pb.com
  11. 11. Every connection is a new opportunity™ Multi-channel Communications facebook.com/PitneyBowes twitter.com/PitneyBowes Flickr.com/PBcorp youtube.com/PitneyBowesInc slideshare.net/pitneybowes forums.pb.com #innochat #healthcare #hcsm #hc pbconnect.com/innovate/
  12. 12. Every connection is a new opportunity™ Measuring Return on Engagement
  13. 13. Every connection is a new opportunity™ Beckoned to Share Expertise with Obama Pitney Bowes Employee Wellness Innovations Front and Center at White House Meeting Press Release Company CEO Briefs President Obama on Health Care Results WASHINGTON, May 12, 2009 – Murray Martin, the Chairman, President and CEO of longstanding employee wellness pioneer, Pitney Bowes Inc. (NYSE: PBI) today met with President Barack Obama to help the President understand how the company’s “total value” approach to employee well-being has boosted productivity, enhanced employee well-being and saved money. President Obama convened a meeting including several CEOs to highlight the ways in which progressive employers are contributing proven ideas to address the spiraling cost of health care in America. The strategy session was one component of the Administrations’ overall effort to lower health care costs, expand access to health insurance, and improve the health and lifestyles of American citizens. “We have been innovating with our employee wellness efforts for nearly two decades and are proud of our results,” Martin said following the meeting with the President. “While our number one priority has always been to enhance the health of our employees, our approach consistently delivers lower costs when compared to benchmark companies. It is truly the best of both worlds.”
  14. 14. Every connection is a new opportunity™ Future of Thought Leadership #Promising
  15. 15. Every connection is a new opportunity™ Thanks for listening … #NowMyTurn @Colette Cote Corporate External Communications Pitney Bowes Inc. March 15, 2012

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