Content Marketing Strategies Conference: Frannie Danzinger Pheedo Content Marketing Case Study

GYRO:HSR

THE COMPANY WE KEEP

MEDIA 2010

CORPORATE COMMUNICATIONS

OBJECTIVESSTRATEGIES

Generate Awareness and Change Perception to Elevate

Brand Equity via Efficient, Innovative and Measurable

Media Platforms

Support and Drive Awareness Among Two Key Target

Segments: Marketing and Mail Operations

Help to Change Brand Perceptions via Engagingand Innovative Two-Way Communication Platforms

Objectives

Strategies

Drive traffic to the Connection Center to Influence the Change

in Perception

Utilize Print and Digital to Drive Critical Mass Among Target

Audiences

Explore and Execute Innovative Ways to Engage with Key Customers with Social

Networking and High Impact Events

Ensure Seamless Integration Across Multiple Touchpoints

Media Partner Selection Criteria

Ability to Drive Traffic to the Connection Center

Ability to Add Seamless Media Socialization Through all

Touchpoints

Target Audience Composition

Cost Efficiency

Strong Editorial Content Driving Engagement Among Customers

Value-Added Opportunities

DIGITAL MEDIABEHIND THE SCENES

Sets the stage for Pitney Bowes to leverage its leadership position

HIGH IMPACT DIGITAL MEDIA

EXPANDABLE UNITS

EXPANDABLE UNITS

PEEL BACKPEEL BACK LAYERSLAYERS

ROADBLOCKSROADBLOCKS

VIDEOVIDEOWELCOME ADS

WELCOME ADS

Greater propensity for Microsite activity/engagement

Opportunity for greater level of impact

Partner Consideration List

Opportunity to create more loyal users by sharing content that matters to them wherever they are by distributing, analyzing and monetizing content where conversations are happening

RSS SolutionsAdvanced Analytics

40+ MonthlyUnique Users

Opportunity for Pitney Bowes to reach users

where they are

Provides leveraging of underutilized content relevancy

and association

Opportunity for Exponential Reach and Impact within Highly Relevant Content Areas with Constant

Fluidity and Adaptation

WHY PHEEDO?

Content syndication with hundreds of top-tier

publishers

THEPROGRAM

PROGRAM PARAMETERS

In Feed, FeedPowered Ads

In Feed, TwitterPowered Ads

SOV Feed Takeovers

In Feed Display Ads

In Feed, Top Position

On Site Remarketing

In Feed Video

THE CRUX: CONTENT

Content was supplemented with remarketing of display units reinforce and drive conversion

Overall, PB’s was able to leverage its existing content in new ways to increase engagement and site traffic

Content was used as the key means to drive traffic to site

EXAPLES

Content

CONTENT PLACEMENT EXAMPLE

EXAPLES

Content

CONTENT PLACEMENT EXAMPLE

EXAPLES

Content

CONTENT PLACEMENT EXAMPLE

EXAPLES

Content

CONTENT PLACEMENT EXAMPLE

PLACEMENT EXAMPLES

In Feed Twitter Powered Ad

In Feed Feed Powered Ad

In Feed Top Position

PLACEMENT EXAMPLES

Remarketing

PLACEMENT EXAMPLES

In Feed Video

PLACEMENT EXAMPLES

Real-Time Direct Marketing Updates

PLACEMENT EXAMPLES

PROGRAM RESULTS

Top overall media partner based on KPI’s including CTR, Engagement and ATOS

High level of content resonating with average CTRs at .75%+ consistently

Constant optimization provided flexibility to adjust share of buy to higher performing elements

Optimization included adding Real-Time Direct Marketing Updates and Video Banners which allowed for higher relevancy of sponsorships

New media partner for PB’s required upfront education and analytics examples

Feed Powered Units required frequent content refreshing, and proved to be among the highest performing units

In Feed Video added midway through program and delivered highest level of engagement

NEXT?WHAT’S

Add Pheedo’s Social Media Aggregation Tool, DLVR.IT

Offer Enhanced Understanding of Specific Content Resonating Best in the Social Sphere

Use Information and Content to feed Feed-Powered Units to Further Optimize Performance

Expand Program Reach Across Additional Target Audiences

Continue to Be Nimble and Test a Variety of Programs

WE AT PITNEY BOWES BELIEVE IN TESTING NEW PLATFORMS IN TODAY’S EMERGING

TECHNOLOGIES.

WE EXPECT SUCCESS AND WE EXPECT FAILURE.

OUR PARTNERSHIP WITH PHEEDO HAS EXCEEDED ANTICIPATED SUCCESS PARAMETERS IN YEAR

ONE, AND WE LOOK FORWARD TO PHEEDO BEING AN INTEGRAL PART OF OUR CORPORATE

COMMUNICATIONS ADVERTISING FOUNDATION FOR THE FUTURE.

DANIEL KOHN,PITNEY BOWES CORPORATE MARKETING

A FINAL WORD FROM PITNEY BOWES . . .

THANK

YOU!

Frannie J. Danzinger/SVP Media

Frannie.Danzinger@GyroHSR.com