Pitney Bowes: Journey to a Data-Driven Social Strategy

Bart Casabona, @BartCasabona Director, Brand Social & Agency Management

Agenda

• Process

•Audience Insights

•Campaign Insights

•Competitor Insights

•Issue Management Insights

•Takeaways Social Media Process Social Media Funnel

Campaign (example) Social Approach

Brand Campaign

Twitter Chats • Network Focus: LinkedIn, Awareness • Advertising: Broad-sweeping advertising • Amplification: Influencers, corporate handles, The Insiders Commerce Cloud • Key Metrics: Views, impressions, engagements

Story Selling videos Consideration Retail Revolution • Network Focus: Twitter, LinkedIn • Advertising: Highly targeted by industry and role • Amplification: Influencers, The Insiders Software Analyst Summit • Key Metrics: Clicks, page views, shares

Decision • Network Focus: LinkedIn • Advertising: None - organic Social Selling • Amplification: Direct Messaging (inMails) • Key Metrics: Engagements, meeting invites, $

Social Media Marketing needs to be a mainstay in campaign development whether looking to develop a broad awareness or highly targeted campaign. Social Media Capabilities

Social Selling Social Insights Social Advertising Employee Advocacy

• Brand Equity • Client Experience • Brand Equity • Employee Engagement

• Sales Enablement • Brand Equity • Sales Enablement • Brand Equity

• Sales Enablement • Campaign & Content • Sales Enablement Development • Campaign & Content Development

• Employee Engagement Social Media Enables Cross-Functional Marketing and Sales Support

Product Marketers

Events Influencers

Creative Social Campaign Services Insights Effectiveness

Sales Brand Equity Enablement

Audience Insights Social Media Technology Social Media Listening Analytics Process Social Media Audience Insights Social Media Listening Tool Example

Source Breakdown Source Examples

The Data Industry source shows an even split between news and forum posts vs. social platform posts. This ratio represents a healthy balance between industry reporting and social opinions in the space. What Data Conversations Rise to the Top?

Top Hashtags Top Mentions

Top Hashtags and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant. What Data Conversations Rise to the Top?

Top Hashtags Top Mentions

#Udemy

Top Hashtags and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant. Where is the Data Conversation?

City/Urban Area Posts % of total 20655 6.98% London 13538 4.58% Washington, D.C. 11390 3.85% 8814 2.98% Paris 7929 2.68% Toronto 7293 2.47% Chicago 6839 2.31% Los Angeles 6132 2.07% Mumbai 5014 1.69% Boston 4863 1.64% Atlanta 4712 1.59% Seattle 3951 1.34% Vancouver 3548 1.20% Philadelphia 3500 1.18%

Knowing where the Data audiences are can help strengthen the messaging style tailored to whichever region is being marketing. What Topics are Driving Data Conversation?

Topic Wheel Word Cloud

• Topics identified from studying over 1.4MM posts are grouped under census data, privacy concerns over the governance of Location Data, and companies selling Location Data solutions.

• These insights can inform blogs, whitepapers, articles, etc. to support a customized content strategy. What Else Do We Know About the Data Audience?

Affinities Activities

• In the Data community, Information Security occupies 165x posts than the rest of Twitter, Online Learning is 65x higher and naturally Privacy is 18x more than the rest of Twitter.

• Popular interest shared by this audience can inform communication, campaign and content strategies. Example: Location Intelligence

Affinities Interest & Activities

LI audience over indexes on topics like Information Security, Cloud Computing, Sustainability, Ecology, Climate, and NASA - can help tailor marketing messages, content and campaigns, increasing relevance and engagement. Data Topic Trends

Census Location Business Crime Traffic Housing Data Data Spatial Data Data Data Data Data Data Collection Analytics Data Customized Social Media Dashboard Social Media Campaign Insights Consumer Decision Funnel Support for Small Business

Awareness Consideration Purchase Retention • Targeting • Interests • Targeting • Targeting • Targeting: • @Followers • Lookalikes • Ad engagers • Current customer email list • Keywords • Third party data list • Web traffic captures match • Webinars • Events • Video view captures • Offline to online list match • Become a sending genius • SMB Hackathon • Acquisition • Retention • Rate change • Innovation Summit • Always-on campaigns • Always-on campaigns Small Business Audience Insights

Impressions Site Visits Orders

31%

44% 47% 53% 56%

69%

Female Male

• With an approximate 6% deviation between Female v Male spend and impressions served, we find that women are 38% more likely to purchase then men, and at 40% lower cost per order.

• Tailoring messages towards the female audience can prove beneficial. Small Business Audience Insights

Overview Impressions Served Site Visits Orders

Impressions Site Visits Orders

3%1% 1%2% 8% 4%2%0% 10% 6% 65+ 7,013,280 11,159 2 6% 17% 24% 9% 55-64 15,591,389 47,558 6 26% 45-54 2,498,268 3,723 52

35-44 2,197,554 2,810 24 55%

55% 71% 25-34 908,801 1,108 9

18 under 222,273 271 1

Create messaging that are tailored to the highest purchase yielding audience: females between the age 33-54 whom makes up 70% of entire purchases. Small Business Audience Insights

By Orders By Impressions By Visits

• Studying the top 15 DMA regions in the U.S., we find inefficiencies in large metro area with impression to site visit ratio yield to miniscule ex: Ft. Lauderdale, Philadelphia, Washington DC.

• The outlier is Rochester, NY yielding 26 orders. Social Media Competitor Insights Competitor Issue

• On Wednesday April 30, 7:30 PM, Endicia announced that they are experiencing online log-in issues, which triggered small business owners to complain about the inadequate update and support from Endicia. • This incident led to 107 posts on this topic, where 65% of general sentiment was negative. Social Media Sentiment

• The first sign of the system malfunction was via Social was 5:48 PM and at 7 PM Social buzz peaked.

• Endicia did not announce the incident until 2 hours after the issue surfaced. Finally, system was back on track 5 hours after the incident. Real-Time Competitor Conquest

• From this event, we have identified Endicia customers. Social can then download this group of unhappy audience to create a unique Endicia customer conquest campaign.

• By tailoring the Endicia conquest messaging to this very niche audience, we are able to promote Pitney Bowes products, again, in real-time when their B2C relationship is still fragile.

• These type of disruptive Social campaigns will yield higher consideration to switch. Leveraging SFMC to Enable Business Operations

Social Listening

Social Automate

Social Selling

• Social sales enablement starts from a defined topic listening monitor, in this case we are listening for Endicia mentions.

• Social Automate then filters every post based on parameters set, and alerts a defined receiver like Customer Service, or in this case, Sales. Social Media Issue Management Insights 2016 - 2018 Conversation Overview: #boycottUSA

6/15/18: US announces tariffs on $50 billion of imports from China.

1/27/17: Trump signs an executive order halting immigration from seven mostly-Muslim 6/1/17: Trump countries. announces America’s withdraw from the Paris Climate Agreement.

3/9/18: Trump signs tariffs on imported steel and alum from 77,127 total all nations. posts on #boycottUSA Audience Insights: #boycottUSA

Post Volume by Country: USA: 29.68% Canada: 22.45% UK: 17.86% Australia: 3.70% France: 2.68%

USA/American sentiments are generally from news reports and influencers leading to a higher percentage; the Canadian conversation derives from activists raising awareness to #boycottUSA.

33 2016- 2018 Conversation Overview: #GrabYourWallet

• 1,171,985 total posts • 3.2 billion total impressions • 65 major retailers (TJMaxx, RueLaLa, Shoes.com) joined boycott due to any tie to the Trump family

#FireHannity The beginning of movement #GrabYourWallet pressures his 7/24/18: Ivanka movement (186K advertisers to drop announces posts) via Social Media closing of (67K posts) clothing brand (32K posts)

34 Audience Insights: #GrabYourWallet

Countries: USA: 89.28% Canada: 4.37% UK: 1.56%

US States: : 89.28% New York: 11.14% Florida: 7.01% Texas: 6.91% Age Demographics Conversation is dominated by those 35+ (93%), followed by those ranging from 25-34 (4%) Takeaways Key Takeaways

 Better understand who your clients are, what they care about and how best to engage them  Avoid missing brand-relevant messages; become more accessible  Listening draws you into the larger conversation

Surface the language of the conversation and how people actually  talk about topics or issues  Boosts competitor intelligence

 Takes the guess work out of business operations and investments Thank You