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

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
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3. Corporate Message: vs. Social Media Messages:
We help companies
optimize their business
communications,
transactions &
interactions to enable
business growth. Keyword cloud
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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
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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
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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
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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
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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
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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
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10. What is your Brand Engagement with Social Media?
Traditional Social Media
communication structure communication structure
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11. 5 Tips (that worked :)
for Grass-roots Social Media Organization
at Pitney Bowes
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12. Tip 1: Corporate Social Media Belongs to
Those who Participate. MAKE CONTACT!
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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
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14. Tip 3: Address Customer Service Issues
in SM from the get-go
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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
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16. Tip 5: Set up Reputation Management
Workflows to avoid PR crisis
http://www.smallbusinesssem.com/reputation-management-the-air-force-way/1395/
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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™
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