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A presentation given during IIR's Measure Up conference in Chicago 3/10/10 that describes Pitney Bowes initiatives to deliver customer service in social media including Pitney Bowes User Forums and Twitter's @PBcares
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Every connection is a new opportunity™
Delivering Service Socially
MeasureUp ConferenceChicago, March 10, 2010
Aneta HallSocial Media Strategist
Pitney Bowes, Inc.
@anetaH
Every connection is a new opportunity™
2
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
3
facebook.com/PitneyBowes
twitter.com/PitneyBowes
Flickr.com/PBcorp
youtube.com/PitneyBowesInc
pbconnect.com/blog
Corporate vs. business-specific social media channels
4
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
5
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
10
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
11
Community Drives Success & “Superusers” drive the community…
The 90-9-1 Rule: 90% only browse 9% post rarely 1% provide most
of the content
12
“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
14
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
15
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
16
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
22
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
23
Thank You
Aneta HallEmail Aneta.Hall@pb.com
Blog: www.AnetaHall.com
Twitter: @anetaH
Facebook: Facebook.com/AnetaHall
Every connection is a new opportunity™
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