Pitney Bowes: How to Organize Internally for Reputation Management Externally - BDI 3.24.10 Social Reputation Management
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Case Study: How to Organize Internally for Reputation Management Externally Presented by: Aneta Hall, Social Media Strategist, Pitney Bowes Inc. Celebrating it's 90th year of innovation since the inception of the postage meter, Pitney Bowes has embarked on a journey of strategic transformation --and social media is playing a vital role. Aneta will share insights as to how social media pioneers and advocates are harnessing the power of social media -- internally and externally-- to help protect and strengthen PB's brand aross the social web. www.bdionline.com
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Pitney Bowes: How to Organize Internally for Reputation Management Externally - BDI 3.24.10 Social Reputation Management
- 1. How to Organize Internally for Rep Management Externally Aneta Hall (@anetah) Social Media Strategist Pitney Bowes, Inc. March 24, 2010 Every connection is a new opportunity™
- 2. Pitney Bowes is Changing… We help companies optimize their business communications, transactions & interactions to enable business growth. Business Insight Mail Services Managed Services • Customer Relationship • Postage Meters • Customer Communication Management (CRM) • High volume Mgmt (CCM) • Location Intelligence Production Mail • Print & Mail mgmt. • Predictive Analytics • Mail Presorting April 1, 2010 PBI Internal use only 2
- 3. Corporate Message: vs. Social Media Messages: We help companies optimize their business communications, transactions & interactions to enable business growth. Keyword cloud April 1, 2010 PBI Internal use only 3
- 4. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 4
- 5. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog http://pbconnect.com/blog twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 5
- 6. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog http://forums.pb.com twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 6
- 7. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: http://twitter.com/pitneybowes/pitney-bowes-tweeps/members investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 7
- 8. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 8
- 9. Traditional Corporate Soc. Social Media channels Media channels Ambassadors pbconnect.com/blog EMPLOYEE CHALLENGE: twitter.com/PitneyBowes forums.pb.com 1-800-322-8000 youtube.com/PitneyBowesInc www.pb.com facebook.com/PitneyBowes Flickr.com/PBcorp Investor Relations: investorrelations@pb.com slideshare.net/pitneybowes April 1, 2010 PBI Internal use only 9
- 10. What is your Brand Engagement with Social Media? Traditional Social Media communication structure communication structure April 1, 2010 PBI Internal use only 10
- 11. 5 Tips (that worked :) for Grass-roots Social Media Organization at Pitney Bowes April 1, 2010 PBI Internal use only 11
- 12. Tip 1: Corporate Social Media Belongs to Those who Participate. MAKE CONTACT! April 1, 2010 PBI Internal use only 12
- 13. Tip 2: Begin the Education Process NOW… Emerging Media Forums Social Media Wiki Blogger Meetups PB Tweetups Collaboration on Yammer Social Media Strategy Sessions Channel Training Social Media Wiki April 1, 2010 PBI Internal use only 13
- 14. Tip 3: Address Customer Service Issues in SM from the get-go April 1, 2010 PBI Internal use only 14
- 15. Tip 4: Explain how to Measure SM efforts SIMPLY! Level 1: ATTENTION METRICS •Web traffic (Visits, visitors) •Social media traffic sources •# Friends/followers Level 2: ENGAGEMENT METRICS •Time on site •# comments/ likes/ RTs •Share of voice •User Generated Content Level 3: INFLUENCE METRICS (tied to business goals) •SALES: # Qualified leads, Net Promoter Score •CUST. LOYALTY: cust. retention level of SM channel participants •AWARENESS: Share of conversations April 1, 2010 PBI Internal use only 15
- 16. Tip 5: Set up Reputation Management Workflows to avoid PR crisis http://www.smallbusinesssem.com/reputation-management-the-air-force-way/1395/ April 1, 2010 PBI Internal use only 16
- 17. Thank you & Ask away! This resentation available at slideshare.net/pitneybowes Aneta Hall Email Aneta.Hall@pb.com Blog: www.AnetaHall.com Twitter: @anetaH Facebook: Facebook.com/AnetaHall Every connection is a new opportunity™ April 1, 2010 PBI Internal use only 17