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Aneta Hall / Pitney Bowes Transcript from the ROI of Social Media Podcast

Aneta Hall / Pitney Bowes Transcript from the ROI of Social Media Podcast

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Published by Steven Groves
Aneta Hall of Pitney Bowes is interviewed as part of the ROI of Social Media series with Steven Groves and Guy Powell in February 2010, as part of the prep for the 2010 MeasureUp Conference from IIR in Chicago. This is the transcript of that conversation which can be listened to at SocialMarketingConversations.com
Aneta Hall of Pitney Bowes is interviewed as part of the ROI of Social Media series with Steven Groves and Guy Powell in February 2010, as part of the prep for the 2010 MeasureUp Conference from IIR in Chicago. This is the transcript of that conversation which can be listened to at SocialMarketingConversations.com

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12/02/2015

Aneta Hall / Pitney Bowes Podcast Transcript

An interview with Aneta Hall, Manager of Emerging Media / Corporate Marketing at Pitney Bowes and a presenter at the 2010 Measure Up Conference in Chicago March 10th, 11th & 12th. Steven Hello everyone, this is Steven Groves of www.StevenGroves.com and the ROI of Social Media, Groves welcoming you to this episode of the ROI of social media. We‟re interviewing business and users of social media marketing and exploring the ROI models being used by business all around the world My Associate, Guy Powell, who also blogs at marketing-calculator.com is with us, welcome Guy, how are you doing today Guy? Guy Powell SG GP Fantastic Steven, and looking forward to our convereation here with Aneta Hall from Pitney Bowes and getting ready for the MeasureUp Conference taking place in Chicago on March 10 to 12th should be a fun time and there should be some good stuff going on there. Yeah this is one of a series of interviews you‟ve set up for us with the MeasureUp conference, what is the MeasureUp Event? Well the MeasureUp Conference is the only event to offer a comprehensive cross-dimensional view of marketing measurement best practices – sounds like a mouthful, but it‟s really true and this event has been around for quite a while and it‟s now moving forward with the title „MeasureUp‟. It dissects every component of marketing and showcases the most practical and innovative methods to measure the ROI for each. Measure UP takes this information to the next level - showing you how to make the best possible business case for marketing. You'll leave well-versed with how to demonstrate and evaluate the optimal modern day marketing mix. You can find more information at MeasureUpEvent.com and definitely looking forward to the interview and the event in the next couple of weeks. SG I am too, and looking forward to be able to support you in the event and I‟m trying to carve an hour or two out of my schedule to attend the event, but today as part of our series we‟ve got an internview with Aneta Hall. Aneta is a pretty interesting young lady, she is the emerging media manager for Pitney Bowes. She began her career at Pitney Bowes in 2004 with a focus on web information architecture and user experience. In this capacity, she gained an appreciation of the importance of fostering communications among customers and prospects that engaged them in a relevant, personal and direct way. Aneta today currently leads the organization‟s social media strategy and has worked on governance initiatives, channel strategy development and social media word-of-mouth campaigns. Welcome to the call Aneta! Aneta Hall SG Thank you so much for having me! We‟re so excited to have you here and meeting you at the MeasureUp Event. Tell me a little bit about Pitney Bowes. Who are you? What do you do? What‟s going on with social media at Pitney Bowes? ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

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Podcast recorded February 4, 2010

Aneta Hall / Pitney Bowes Podcast Transcript
AH Obviously, many of your listeners might know Pitney Bowes as a global technology company. We have over 90 years of expertise in mail and document management. What that means is that we are quite good at figuring out and helping you be more productive with managing your mail. That ranges from small businesses all the way to large mail houses. But, the company grew, and grew very rapidly in the past ten years through a series of acquisitions that extended our capabilities far beyond the mail. We focus now on helping our customers grow the business. We have a host of solutions – predictive analytics, location intelligence, relationship marketing, but, when it comes down to you passing a Home Depot on your way to work, the decision to place that Home Depot was probably influenced by our location intelligence technology. The same with the cell tower that you might be passing in your neighborhood. That was probably analyzed with our traffic pattern analysis to make sure it was an ideal placement for that tower. So, help with solutions that are far-ranging past the mail products and, obviously, social media for Pitney Bowes is an awesome opportunity to not only tell the story to over 2 million of our customers who we are, where we are heading and how new and different we are, but also to our prospects, to our future employees and our investors. So, very excited about that. Very focused on direct and relevant conversations here at Pitney Bowes in social media. GP Very interesting Aneta, yesterday we had a conversation with the folks at 1800Flowers.com and one of the things they brought up is that before social media became social media, so to speak, they were doing social media with very early bulletin boards and discussion forums and stuff like that. But in reality when you think about the mail and what you‟re doing with the company there at Pitney Bowes, that was a very early form of social media. Facinating, and I‟m looking forward to your talk in Chicago. Why don‟t you tell us a little bit about what your role is at Pitney Bowes and how it fits in to the social media strategy there? AH Absolutely. My primary role at PB is to help understand and analyze the landscape of emerging media and to help us benefit from it, not only for communication and marketing, but also for market research, our branding initiative and I do spend a lot of time engaging in social media on behalf of Pitney Bowes, but also teaching others how to do it in a way that Chris Brogan describes in his book as a „Trust Agent‟ – a person who takes the time to listen, a person who understands the etiquette of participation and a person who provides value to the end user. As mentioned in my bio, I am creating and maintaining the roadmap of Pitney Bowes‟ engagement in social media and also leading the Social Media Council at Pitney Bowes. These are very engaged practitioners of social media who want to be a part of that strategy. You might find me many times glued to a Radian6 screen; I do spend a lot of time logged in to that solution, because I think a lot of companies come to social media channels with great intent to talk, but they gain the most value from listening. That‟s what we discovered at Pitney Bowes. SG It‟s good to hear that your using a professional monitoring tool like Radian6, Do you have that integrated to anything like Salesforce.com for lead management? What function are you pulling Page 2 of 7
Podcast recorded February 4, 2010

ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

Aneta Hall / Pitney Bowes Podcast Transcript
social media into the organization for? AH Obviously, this is a new area and in many ways we have several units that are more advanced and some that are less advanced. But the conversations that I‟m having with individuals with these units are around the sustainability of our efforts in social media. And that doesn‟t mean that only marketers and communicators are active. That means a wide array of subject matter experts that need to have tools, they need to be trained, they need to be given the boundaries, if you will, of safe participation in social media on behalf of our brand. They need to have listening help, such as Radian6 that gives them the intelligence, if you will, to build the ecosystem of social media participation on our behalf and then they need to have a bit of loose governance structure. I use that word very loosely, because we want to have visibility to what‟s going on across social media channels with regards to Pitney Bowes, but we don‟t want to stifle that creativity, that drive to have relevant and many one-on-one conversations with stakeholders in social media. That‟s what drives the value of it. SG How does all that fit in? Let‟s back up one second - I do understand that those are a lot of the really critical tactics when it comes to listening and engaging in the social media ecosphere. Talk to me for a moment about Pitney Bowes‟ current social media strategy. What are the elements that you‟ve slotted in there and how do you see that platform coming together? Obviously, it is not easy for many large corporations to let go of controlling their corporate methods. PR folks will continue to write press releases and investor relations will continue to issue earning reports but, we need to introduce our company to this new type of communication. The old way, the larger your bull horn, the more creative your creative was, the bolder your colors were, this is no longer relevant, especially not relevant in social media. The use of human engagement and dialogue to drive preference and loyalty is definitely the direction we are heading. We are finalizing the social media policy right now, the (Pitney Bowes Social Media) Council is in good standing and we are, in the beginning of 2010, I think well on our way to the early adoption stage and bringing structure to all of the channels of participation. So, bringing structure is the focal point for 2010, and obviously, you guys are very interested in measuring it all. I think the time where we were sitting back and saying: “Hey, it‟s okay to experiment, let‟s slow down with measurement”, there is no free lunch any more. Every single interaction in social media needs to be measured. We are adhering to these principles. GP Yeah that‟s fantastic and certainly that‟s near and dear to my heart having been in measurement for a long time and now for the last few years being involved in the social media space. I‟m sure you‟ve got some interesting comments on the philosophy of measurement and how it differs or is similar to business-to-business social media measurement as opposed to business-to-consumer social media measurement. AH Honestly, I don‟t think it is that much different in terms of the type of engagement. For business-tobusiness, our sales cycle is obviously much longer. That gives us a true opportunity for social media engagement. But, every time that I speak to ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

AH

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Podcast recorded February 4, 2010

Aneta Hall / Pitney Bowes Podcast Transcript
business units about their social media strategy they are holding these strategy sessions right now at the beginning of 2010, I really focus on giving them a three-tier model of measuring social media. That starts with attention metrics. We are very used to the traditional counting of eyeballs in the raw social media channel traffic and where it is mentioned. It is okay to measure that. This is the first level, but we pushed them and encouraged them to go beyond that, because social media is way more than counting eyeballs. Let‟s figure out how we can measure the attention-grabbing factor. How can we measure the response level? That‟s where the second level comes in, the participation and the engagement metrics. Making people pay attention to your message. Making lasting connections. We concentrate, actually, on time-on-site as one of our key engagement metrics throughout all of our blogs because time is the true indicator of engagement. The more time you spend, the more engaged you are. We also rely on the traditional metrics of engagement, the comment count, the message rating, the word-of-mouth spread, all of the re-tweets that we were able to gather, but really focusing on how can we prove that yes, people pay attention and they want to engage with us. So, that‟s the second level. Obviously, there is the true Holy Grail - level three, the influence. What we are trying to do is influence and that is tied completely with our business goals. For sales, we need to realize the measurement of lead and sales generation of social media. For brand awareness, obviously an increase of brand awareness, we need to realize that and measure that. We often used to rely on automation in marketing and if social media metrics are delivered to us, we will automate dashboards, it‟s even better. But, quite often we have to get creative. Radian6 might not be enough. We might have to work a little harder, but, absolutely we need to bring value and now social media is highly measurable. GP We see it exactly the same way and you have to measure it and whether it‟s 3 levels or 4 or 8 or ten, you have to measure it. ther is certainly a funnel of engagement so to speak. In a conversation the other day with the founder of F150Online.com, is one of the things that he found was looking at the level of engagement and then working to move people from a low level of engagement to a high level of engagement and I was wondering if you‟ve done that as well, to where you are measuring the engagement at some level the top of the funnel and figuring out marketing activities to move them deeper and deeper into the funnel. The reason we created a three-tier model is they are afraid. They are intimidated and they gravitate to level one. But if you explain it to them in a very logical way that they should try to get to level three, they might stop at level one. That‟s fine, as long that engagement is being monitored. In terms of the marketing funnel, surprisingly, we‟ve invested a lot of time throughout social media to establish ourselves throughout all these channels with our philanthropic campaign. These types of campaigns are perfect breeding grounds to experiment and take the temperature check where your customers are in social media and how they respond to very positive messages. So, we started with a couple of our social media campaigns that were focused on philanthropy. One of the ones that we are very proud of, we are in the third year now, we‟ve been teaming up with The American Red Cross to send holiday greetings to wounded soldiers and veterans around the ROI of Social Media Series Page 4 of 7
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com Podcast recorded February 4, 2010

AH

Aneta Hall / Pitney Bowes Podcast Transcript
holiday season. Obviously, Red Cross is a very social brand and with their help, we‟ve been able to greatly move the needle of engagement for our customers throughout all Pitney Bowes channels. So, they respond very well. The attention metric we measure and concentrate on is engagement. We were able to pull double digit increases from 2008 to 2009, especially in our Facebook platform and the fastest growing Twitter platform. So we started with philanthropic causes and to move that needle a bit further and we invested a lot in community-driven customer support, because at the end of the day, if don‟t “clean up your back yard” in social media, you really just give your permission to talk about your marketing initiatives. We need to listen and we need to be responsive to all your customers who are crying for help in social media. We need to listen and we need to respond to them. So, that‟s the essence of our community-driven customer support. We started very well and the center of it is Pitney Bowes‟ User Forum. We have a great ROI example there. The Forum is a customer-driven and customer-focused area on PB.com. We do have Pitney Bowes‟ reps moderating these forums, but they have a rule of 24 hours not to engage and letting our customers respond to other customers. Obviously, we measure attention and we measure participation, but the influence, the tie to business goals for us, was call deflection. So, for Pitney Bowes, we experience this once or twice a year - really high volumes of calls coming in through the call center because of the rate change. So, obviously the value for business would be to lower that number and drive people to the self-service channels online. That‟s how the User Forum started. We were able to use the estimate developed by Charlene Li and Josh Bernoff in their “Groundswell” book and they estimate that for every 5 visits to a specific answer posting on our User Forum or 25 visits to a general posting, we avert a customer from calling our call center. So, we analyze the number of views to a particular post and we are able to realize that in a period of three months, we averted over 30,000 calls to our customer service center. When you think about it, every single time we have a call landing in our call center, it‟s about ten bucks. That‟s $300,000 in call deflection. These are the types of conversations we need to have with our business leaders to realize the value. So, that was a great success story. SG Those are brilliant examples they really are, and Charlene and Josh and I guess now Jeremiah Owyang are over there too at working at Altimeter Group, and what a phenomenal group and I really point at Jeremiah often as a real thought leaders in this space, I really admire that you‟re using their book and using their examples in your group. Classic reading for us… Yeah, it has to be mandatory reading for anyone entering this space. You talked about your Twitter presence, and you pointed at your Facebook presence, you‟ve talked about your forums; can you outline the social media activities that you find yourself investing in the most and how they fall into your measurement philosophy? AH Again, social media for us as a company is not about corporate social channels, even though we maintain corporate presence to outposts, if you will, on Twitter and Facebook, but, at the end of the Page 5 of 7
Podcast recorded February 4, 2010

AH SG

ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

Aneta Hall / Pitney Bowes Podcast Transcript
day, it needs to be a sustainable level of one-on-one social media interaction with all of our employees. And that, obviously, is why I have a job. I need to prepare this company, and I don‟t do it single-handedly, obviously, but, to prepare them to think differently. To come up with rules in the form of a social media policy. To come up with sustainable training programs. To come up with the loose governance structure, then, I don‟t really want to tell individual participants what channels they need to use. I think they need to see where the ecosystem of their influence is and that is really going to tell them the channel that they need to present in. We do have a large presence on Twitter, we have over 25 active Twitter handles, some of them are branded – that starts with @PBNews, the general one and @PBConnect, with our thought leadership presence, but we invest in individual employee‟s indirect Twitter handles to let them have conversations that matter to the people that they are trying to reach. GP That fascinates me and it amazes me everytime we do one of these interviews as to how many opportunities there are in using social media and then gaining from it, but moving on a little bit, what do you see as the future of social media measurement and how do you see that applying to your company? What would you like to see? What do you see as upcoming trends? Similarly to the early 1990‟s when we were struggling to come up with the measurement strategy to measure our presence in web and having a web presence at all, we are going through the same cycle right now. So, obviously, it is time to learn. It is time to establish best practices. But, it‟s also time to be patient. Let‟s be patient. It‟s not okay not to have measurements in social media, but it‟s okay to adjust them to continue exploring, but at the end of the day, I don‟t have a crystal ball here to figure out the future, but I‟m an optimist and, I think we are going to get there and at the end of the day, the companies who try to explore and try to adjust their business models to accommodate social media will be the winners. SG The conversation we‟ve had today has just been really powerful, and I cannot tell you how much I I am grateful for the time you‟ve taken with us today, but we‟re moving to wrapping up our conversation today but there are a couple of things I want to make sure that we get out and give you a chance to talk about – First off, if somebody wanted to get a hold of Pitney Bowes or if somebody wanted to get a hold of Aneta Hall, what would they do? AH We monitor Twitter on an ongoing basis. Every time you mention Pitney Bowes, you definitely are going to show up on our radar screen. @PBNews, @PBConnect and my own handle, @AnetaH are the three handles that definitely please reach out to us. I do blog at www.AnetaHall.com, as always it would be great to say: “Hi” on my blog, as well. Then here is the next question and then we‟ll move to a wrap upWhat would you like to achieve at the MeasureUp event, what are you looking forward to by attending that event? AH I can‟t wait, actually! Page 6 of 7
Podcast recorded February 4, 2010

AH

SG

ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

Aneta Hall / Pitney Bowes Podcast Transcript
I interact with social media practitioners and influencers online every day. Actually when I wake up, I check Twitter, it is pathetic, but it is what it is… SG AH You‟ve got the bug… you‟re addicted! I really am! I am… but at the end of the day, these really are connections online. I cherish every time I get to meet somebody face-to-face and that is a great opportunity at the Measure Up Conference. So, I‟m looking forward to all these networking opportunities, I hope the breaks in between sessions are long because I want to get in touch with as many friends. Many of the speakers you‟ve invited I‟ve interacted with online on several occasions. So, I‟m looking forward to that. GP Yeah same here, we‟re defnately looking forward to the event and you‟re right about the breaks, what I like to do is hear the speakers and definitely looking forward to the sessions and the breaks to really get to follow up and meet everyone else. OK, then once around the horn, Guy, anything else you want to wrap up with? No, I think we‟re in pretty good shape, Aneta, it might make sense to mention again your session that you will be speaking on. I think that it is the afternoon session on the very first day where the focus is on social media measurement. Aneta, anything else you wanted to bring up or any parting thought to share with the audience? Again, thank you for giving me the opportunity. This has been a wonderful two years here for me at Pitney Bowes. The fact that we are re-shaping this 90-year old company and making it edgy and making it sexy, this is fantastic. Thank you for the opportunity. Sure and happy to have you here.

SG GP AH SG AH

SG

About the Podcast and Credit For Where Credit is Due – This transcript was developed from a live interview on Thursday February 4, 2010 between Aneta Hall, Guy Powell and Steven Groves on FreeConferenceCall.com. The podcast interview was downloaded and processes in Audacity, which is available from SourceForge.com, and with „4toFloor.wav‟ music loop from member „Rooks‟ and posted at SoundSnap.com. The initial transcript was provided courtesy of Institute for International Research, the organizers of the 2010 MeasureUp Conference in Chicago, referenced in the podcast and on the website at StevenGroves.com and uploaded to Scribd.com. Introduction voice is Ms. Cynthia Propst.

ROI of Social Media Series
Steven Groves / TheSocialMediaBible.com Guy Powell / DemandROMI.com

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Podcast recorded February 4, 2010

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