Pitney Bowes: Journey to a Data-Driven Social Strategy · • Key Metrics: Views, impressions,...
Transcript of Pitney Bowes: Journey to a Data-Driven Social Strategy · • Key Metrics: Views, impressions,...
Pitney Bowes: Journey to a Data-Driven Social Strategy
Bart Casabona, @BartCasabonaDirector, Brand Social & Agency Management
Agenda
•Social Media Process
•Audience Insights
•Campaign Insights
•Competitor Insights
• Issue Management Insights
•Takeaways
Social Media Process
Brand Campaign
• Network Focus: LinkedIn, Twitter
• Advertising: Broad-sweeping advertising
• Amplification: Influencers, corporate handles, The Insiders
• Key Metrics: Views, impressions, engagements
Twitter Chats
Commerce Cloud
Story Selling videos
Retail Revolution • Network Focus: Twitter, LinkedIn
• Advertising: Highly targeted by industry and role
• Amplification: Influencers, The Insiders
• Key Metrics: Clicks, page views, sharesSoftware Analyst Summit
Social Selling
• Network Focus: LinkedIn
• Advertising: None - organic
• Amplification: Direct Messaging (inMails)
• Key Metrics: Engagements, meeting invites, $
Awareness
Consideration
Decision
Campaign (example) Social Approach
Social Media Marketing needs to be a mainstay in campaign development
whether looking to develop a broad awareness or highly targeted campaign.
Social Media Funnel
Social Media Capabilities
Social InsightsSocial Selling
• Brand Equity
• Sales Enablement
• Client Experience
• Brand Equity
• Sales Enablement
• Campaign & Content
Development
• Employee Engagement
Social Advertising
• Brand Equity
• Sales Enablement
• Campaign & Content
Development
Employee Advocacy
• Employee Engagement
• Brand Equity
• Sales Enablement
Social Media Enables Cross-Functional Marketing and Sales Support
Social Insights
Product Marketers
Influencers
Campaign Effectiveness
Sales Enablement
Audience Insights
Brand Equity
Creative Services
Events
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 and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant.
Top Hashtags Top Mentions
What Data Conversations Rise to the Top?
Top Hashtags and Mentions can serve as a gauge for marketers to collect popular industry buzzwords to stay relevant.
Top Hashtags Top Mentions
#Udemy
Where is the Data Conversation?
Knowing where the Data audiences are can help strengthen the messaging style
tailored to whichever region is being marketing.
City/Urban Area Posts % of totalNew York 20655 6.98%
London 13538 4.58%Washington, D.C. 11390 3.85%San Francisco 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%
What Topics are Driving Data Conversation?
• 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.
Topic Wheel Word Cloud
What Else Do We Know About the Data Audience?
• 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.
Affinities 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.
Affinities
Example: Location Intelligence
Interest & Activities
Data Topic Trends
Census
Data
Location
DataSpatial
Data
Data
Analytics
Data
Collection
Housing
Data
Traffic
Data
Crime
Data
Business
Data
Customized Social Media Dashboard
Social Media Campaign Insights
Consumer Decision Funnel Support for Small Business
Awareness• Targeting• Interests
• @Followers
• Keywords
• Webinars• Become a sending genius
• Rate change
Consideration
• Targeting• Lookalikes
• Third party data list
• Events • SMB Hackathon
• Innovation Summit
Purchase
• Targeting• Ad engagers
• Web traffic captures
• Video view captures
• Acquisition• Always-on campaigns
Retention
• Targeting:• Current customer email list
match
• Offline to online list match
• Retention• Always-on campaigns
Small Business Audience Insights
• 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.
Impressions Site Visits Orders
44%
56%
47%
53%
Female Male
69%
31%
Small Business Audience Insights
Overview
Create messaging that are tailored to the highest purchase yielding audience: females between
the age 33-54 whom makes up 70% of entire purchases.
Impressions Served Site Visits Orders
2% 6%
55%
26%
10%1%
24%
55%
9%
8%3%1%
17%
71%
6%4%2%0%
Impressions Site Visits Orders
65+ 7,013,280 11,159 2
55-64 15,591,389 47,558 6
45-54 2,498,268 3,723 52
35-44 2,197,554 2,810 24
25-34 908,801 1,108 9
18 under 222,273 271 1
Small Business Audience Insights
By Orders
• 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.
By Impressions By Visits
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 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 Selling
Social Listening
Social Automate
Social Media Issue Management Insights
2016 - 2018 Conversation Overview: #boycottUSA
6/15/18: US announces tariffs
on $50 billion of imports from
China.
3/9/18: Trump signs
tariffs on imported
steel and alum from
all nations.
1/27/17: Trump signs an
executive order halting
immigration from seven
mostly-Muslim
countries.6/1/17: Trump
announces America’s
withdraw from the
Paris Climate
Agreement.
77,127 total
posts on
#boycottUSA
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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.
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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
The beginning of
#GrabYourWallet
movement (186K
posts)
7/24/18: Ivanka
announces
closing of
clothing brand
(32K posts)
#FireHannity
movement
pressures his
advertisers to drop
via Social Media
(67K posts)
Audience Insights: #GrabYourWallet
Countries:USA: 89.28%
Canada: 4.37%
UK: 1.56%
US States:California: 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