Delivering Service Socially

Every connection is a new opportunity™

Delivering Service Socially

MeasureUp ConferenceChicago, March 10, 2010

Aneta HallSocial Media Strategist

Pitney Bowes, Inc.

@anetaH


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Pitney Bowes today

• Location intelligence

• Predictive analytics

• Operational & data quality tools

• Customer data integration

• Print & mail mgmt.

• Electronic document mgmt.

• Print output mgmt.

• Intelligent Mail Barcode

• Meters

• Postage funds management

• Direct Mail Solutions

• High volume production mail

• Mail presorting

Managed Services

Business Insight

Mailing Solutions

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facebook.com/PitneyBowes

twitter.com/PitneyBowes

Flickr.com/PBcorp

youtube.com/PitneyBowesInc

pbconnect.com/blog

Corporate vs. business-specific social media channels

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Moving towards an integrated social media strategy

2008/2009 Future

• Research & Education

• Channel experimentation

•PB User Forum

•PB on Twitter

•Facebook fan page

•YouTube channel

•PB Connection Blogs

• Ad hoc structure

2010

• PB Social Media Strategy Development

• Social Media Policy

• Governance Structure

• Employee Training

• Social Media monitoring

• ROI Metrics

• Integrated strategy for existing channels

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Trends in customer service & support

Source: Service & Support Professionals Association, 2007

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The role social media can play in customer service communities

1.

2.

3.

4.

5.

6.

7.

Source: “The ROI of Online Customer Service Communities” Forrester Report, May, 2009

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PB user forum

Goals: Support Engagement Thought leadership

4K registered users; adding 125/month

In last 30 days: 12,000 visits 50,000 page views

Peak Traffic - May 11, 2009 (rate change day): 10,346 visits

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2008 Rate Change: ROI Case Study

We launched the Forum in April 2008 with an initial goal of Rate Change Support call deflection

In 2007, we had 417,000 phone support calls just related to rate change. Typical support call costs $10 or more

In 2008 we drove traffic to PB user forum. Volume on Rate Change day > 10 times our average daily volume.

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Specific answer posting

= 20% deflection*

ROI: 2008 Rate Change

* Groundswell, Charlene Li and Josh Bernoff, Forrester Research, 2008

39,065 views

7,817 saved calls

$78K savings

General info posting

= 5% deflection*

500,000 total views

25,000 saved calls

$250K savings

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Call deflection savings for Rate Change issues during May 2008 alone were more than $300K, or 2-3 times our annual cost for the forum.

This was one month after the Forum was launched.

ROI: 2008 Rate Change

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Community Drives Success & “Superusers” drive the community…

The 90-9-1 Rule: 90% only browse 9% post rarely 1% provide most

of the content

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“Karios” – our rising superuser

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Views of Karios' Messages over Time

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Age of Message - 1 week to 1 year

Nu

mb

er o

f V

iew

s -

Flo

atin

g

Ave

rag

e

Online longer than 6 mos.

“Karios” – our rising superuser

Posts that have been online longer than 6 months have been viewed, on average, more than 2,000 times.

Call deflection value to PB of each post is ~$2,000

Each post continues to collect views over time:

Total value of Karios’ 53 posts so far: $106,000

A user who posted one answer a day would be worth $520,000 in call deflection each year

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Page Views (by week)

050

100150200250300350400450500

4/5

4/19 5/3

5/17

5/31

6/14

6/28

7/12

7/26 8/9

8/23 9/6

9/20

10/4

10/18

11/1

11/15

11/29

12/13

12/27

1/10

1/24 2/7

2/21 3/7

3/21 4/4

4/18 5/2

5/16

Tho

usan

ds

How Do We Get There?

1. Build Traffic

2. Nurture Superusers

3. Repeat

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Customer Engagement – engaged customers buy more and stay customer longer.

Position PB as thought leader on postal issues Ask the Expert

SEO – Forums are great for organic search results During Rate change period, Pitney Bowes Forum

was 2nd only to the USPS on search for “USPS rate change” – above both PB.com and all competitors

Process Improvement Over 3 dozen issues have been fed back to our User

Experience team for process improvement

The forum – additional benefits

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Pitney Bowes presence on Twitter

http://twitter.com/pitneybowes/pitney-bowes-tweeps

Market Research

Brand Building

Social PR

Lead nurturing

A way to humanize your brand

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On average PB is mentioned 100 times a day on Twitter. We listen to every mention.

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Customer care conversations on Twitter

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The process for customer care on Twitter

Ongoing monitoring for PB branded mentions

STEP 1

Public tweets

Private tweets

Interception

STEP 2

Positive WOM, long term relationship

STEP 3

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Twitter customer service statistics

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The impact of positive Word of Mouth (WOM)

84 customer mentions = ~16,000 twitter impressions

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Social media measurement philosophy at PB

Level 1: ATTENTION METRICS

Level 2: ENGAGEMENT METRICS

Level 3: INFLUENCE METRICS (tied to business goals)

•Time on site

•# comments/ likes/ RTs

•Share of voice

•User Generated Content

•Web traffic (Visits, visitors)

•Social media traffic sources

•# Friends/followers

•SALES: # Qualified leads, Net Promoter Score

•CUST. LOYALTY: cust. retention level of SM channel participants

•AWARENESS: Share of conversations

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Thank You

Aneta HallEmail [email protected]

Blog: www.AnetaHall.com

Twitter: @anetaH

Facebook: Facebook.com/AnetaHall
