Tag Archives: Pitney Bowes

Increase Touch and Engagement Using Social Marketing ‘ Scott Chappell / Sessions College Podcast Interview

This blog is co-posted with StevenGroves.com.

In this episode we talk with Scott Chappell, who is the Chief Marketing Officer for Sessions College of Design (Sessions.edu), and a presenter at the MeasureUp Conference in Chicago on March 10, 11, & 12th, 2010. Sessions.edu offers online classes for the design community from real experts (author, educators and others) in an asynchronous format, pairing student with instructors in a meaningful dialog about how to develop your design sense and knowledge of the industry. His presentation at MeasureUp is titled ‘Blog, Tweet, Repeat: How Social Media improved lead acquisition, sales and the lifetime value of your customers’ and in this episode, we get to meet Scott an find out about the Sessions.edu social media efforts.

Scott talks about how social media is used by Sessions.edu and how it has supported an almost 10 fold expansion of the number of monthly ‘touches’ with the Sessions Design College audience of prospective student, current students and graduated alumni. Scott explains how he has embraced the premise of Marshall McLuhan in that ‘the medium is the message’, but he cautions that too many contacts to an audience can cause them to disengage. In Sessions case, while social media has allowed them to dramatically increase the number of messages, the reality is that there needs to be quality and sincerity otherwise you run the risk of turning off the audience.

The biggest understanding that has come from the use of social media is that a successful launch has to be gradual and that he needed to segment the conversation to be able to increase the touch points. Sessions.edu established messaging in three different categories ‘ Culture, Industry & Sell. With this segmented messaging schema, Scott talks about how each has a particular characteristic and supports a conversation or connection in a specific area of the relationship with the audience. The recipients have been very open to the connections because each communication is about something different and Scott says it has ‘enriched the conversation’ and allowed the brand to flourish.

Under lessons learned, he cites trying to use every social tool for everything ‘ he’s come to recognize that the content has to match the discussion and the relationship you want to have with your audience. He suggests that your listeners, followers, and community members need to get something from the conversation and that is a more a function of the quality of the conversation and message than the quantity of messages delivered.

Play / Download Scott Chappell / Sessions College Episode 1 Podcast Here

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To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!

Empowering a Team and Thinking Outside the Corporate Box = Success in Social Media ‘ An Interview with Aneta Hall / Pitney Bowes ‘ Podcast Episode 3/3

This is co-posted with StevenGroves.com.

Our conversation with Aneta Hall / Emerging Media Manager for Pitney Bowes (PB) has been very informative to say the least.
If you would have told me a year ago that a 90 year old company would be an innovator in enterprise social media, I’m pretty sure I would not have believed you. After the time spent with Aneta, I can tell you that a 90 year old company is being really innovative in the enterprise deployment of social media and they’re showing a measureable ROI.
In the last two episodes we’ve covered elements of how PB has done it too. First, they approached it from an understanding that social media is not a set-and-forget proposition; they recognized a need for needed a sustainable program that at the same time, did not inhibit individual participation. They also understood that they needed to put some tools in place, watch key performance indicators (KPIs) and apply metrics, looking for the ROI; those efforts have led to a $300K saving in call-center deflections in a 3 month period.
I know that Guy and I are looking forward to connecting with her at the MeasureUp event in Chicago next month and to put a live presence with the enthusiastic personality she has shown in the podcast series here.
In this episode Aneta lets us know that while they do set certain measures and metrics in place, they are certainly open to evaluating them and updating policy as PB learns what actually makes a difference to their customers and to the bottom line. We open the discussion referring to the Twitter, Facebook and online forums that PB maintains, but Aneta tells us that social media at PB is not about an overarching corporate social presence. At the end of the day social media is about people connecting to people, and it needs to be a sustainable level of one-on-one social media interactions with PB employees taking the lead.Play / Download Aneta Hall / Pitney Bowes Episode 3 Podcast Here

Presented by:

A 3-Tiered Model for Measuring Social Media Success and How Social Media Saved Pitney Bowes $300K ‘ An Interview with Aneta Hall / Pitney Bowes-Part 2

This post is co-posted with StevenGroves.com.
In episode 1 of the interview with Aneta Hall / Emerging Media Manage at Pitney Bowes (PB) and a presenter at the 2010 MeasureUp Conference in Chicago in March, we talked about the need to develop a sustainable effort and a need to provide guidance to the staff that supports the interaction with customers, prospects and stakeholders.
In this episode, Aneta talks with Guy Powell and myself about how the elements of a relevant online strategy for PB includes traditional elements, like before social media came to onto the scene, but now it has changed many of the ways PB structures campaigns to their audience.
Play / Download Aneta Hall / Pitney Bowes Episode 2 Podcast Here
To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to StevenGroves.com via email or your RSS Reader.
To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!
Presented by:

Measure Up Speaker Spotlight: Aneta Hall, Pitney Bowes

Over the next few weeks, in preparation for the Measure Up Marketing conference we’ll be highlighting conversations focusing on marketing measurement best practices. Our first speaker is Aneta Hall, Pitney Bowes.

Read Aneta’s Podcast Transcript here.

This blog post is co-posted with StevenGroves.com.
Social media in the enterprise is creating a huge shift in many companies, but what happens when a 90 year old company decides to invest in a process of listening to their customers and actually letting them talk to one another?
As part of the series around the ROI of Social Media, and leading up to the 2010 MeasureUp Conference in Chicago next month, we interview Aneta Hall, the Emerging Media Manager at Pitney Bowes. She is a presenter at the 2010 MeasureUp Conference in Chicago, where her topic is ‘From Fear to Trust ‘ Employee Engagement in Social Media’.
Aneta introduces us to the processes Pitney Bowes (PB), as a 90 year old company, has adopted using social media to connect with prospects, customers, employees and stakeholders around their mail and information needs. The changes have driven real change in the various business units, particularly as in the last 10 years they have acquired a variety of businesses. PB now provides a broad range of solutions to the market, not only in mail instruments and document management, but also location intelligence, traffic pattern analysis, predictive intelligence, and relationship marketing. Aneta shares how sees social media technology supporting the ability to tell the PB story to the market.
The role of the Emerging Media Manger at Pitney Bowes is to help the organization understand and constantly analyze the evolving landscape of social media. In her role, Aneta teaches other how to use the technology and she often presents the model outlined in Chris Brogans’ awesome book, ‘Trust Agents‘. She also maintains the strategic roadmap for PB and is often glued to the PB Radian6 console, because of the value she places on listening to the conversation in social media versus trying to use social media as just another channel to broadcast the same messages used in traditional media.
Pitney Bowes is using the information Aneta manages for several of their business units. As you might expect, some are more advanced than others in their use, but most are looking to up their social media investment in 2010 and take advantage of what social media can provide.
The major topic she finds herself discussing with business unit leaders is in the sustainability of the social media effort. Aneta sees covering this issue as a key component of her work and that means the units find they need to invest in training, guidelines, tools and tactics that support users, and providing a ‘loose governance’ structure that does not stifle the conversation between PB and it’s audience.
To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to StevenGroves.com via email or your RSS Reader.
To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!