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Leveraging Social Communications forOrganizational Thought Leadership@Colette CoteCorporate External CommunicationsPitney ...
Thought Leadership …              I think,          therefore I am                               I think…                 ...
… in (R)evolution                    March 15, 2012   3
Thought Leadership: Setting the Strategy• Sets the stage for others to follow• Relates to what your company sells or how i...
Step 1: Take Inventory• Identify your organizational assets   – Unique and distinctive organizational expertise   – Brand ...
Step 2: Assemble Materials• Develop the storyboard   – Platform (i.e. website as canvas)   – Humanize the characters (SMEs...
Step 3: Social-Ready Content• Develop conversational content for your brand   – Have fun, add humor   – Engage your audien...
Step 4: Iterate                              Monitor                   Adjust                 Listen           Evaluate   ...
Case Study:Pitney Bowes Innovation Thought Leadership                              Every connection is a new opportunity™
Organizational & Brand Assets #Aplenty            forums/pb.com                            Every connection is a new oppor...
Multi-channel Communications                                            twitter.com/PitneyBowespbconnect.com/innovate/    ...
Measuring Return on Engagement                         Every connection is a new opportunity™
Beckoned to Share Expertise with Obama                     Press Release                     Pitney Bowes Employee Wellnes...
Future of Thought Leadership #Promising                           Every connection is a new opportunity™
Thanks for listening … #NowMyTurn@Colette CoteCorporate External CommunicationsPitney Bowes Inc.March 15, 2012            ...
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Colette Cote Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

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Colette Cote, Corporate External Communications, Pitney Bowes Inc.

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Colette Cote Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

  1. 1. Leveraging Social Communications forOrganizational Thought Leadership@Colette CoteCorporate External CommunicationsPitney Bowes Inc.March 15, 2012 Every connection is a new opportunity™
  2. 2. Thought Leadership … I think, therefore I am I think… I think… I think… I think… I think… I think… March 15, 2012 2
  3. 3. … in (R)evolution March 15, 2012 3
  4. 4. Thought Leadership: Setting the Strategy• Sets the stage for others to follow• Relates to what your company sells or how it conducts business• Addresses what you are changing• Illustrates how you are leading critical element of change  Positions organization as go-to-source of expertise March 15, 2012 4
  5. 5. Step 1: Take Inventory• Identify your organizational assets – Unique and distinctive organizational expertise – Brand attributes (i.e. trustworthy, reliable) – Values (i.e. put customers first, act with integrity) – People March 15, 2012 5
  6. 6. Step 2: Assemble Materials• Develop the storyboard – Platform (i.e. website as canvas) – Humanize the characters (SMEs) – Third party advocates (i.e. customers, partners) – Faces and voices via blogs, videos, vlogs – Identify & leverage proofpoints of success March 15, 2012 6
  7. 7. Step 3: Social-Ready Content• Develop conversational content for your brand – Have fun, add humor – Engage your audience (“we” not “me”) – Appropriate for medium and brand – Optimize for search March 15, 2012 7
  8. 8. Step 4: Iterate Monitor Adjust Listen Evaluate Engage Audit Conversation Audit Checklist March 15, 2012 8
  9. 9. Case Study:Pitney Bowes Innovation Thought Leadership Every connection is a new opportunity™
  10. 10. Organizational & Brand Assets #Aplenty forums/pb.com Every connection is a new opportunity™
  11. 11. Multi-channel Communications twitter.com/PitneyBowespbconnect.com/innovate/ #innochat #healthcare #hcsm #hc forums.pb.com youtube.com/PitneyBowesInc Flickr.com/PBcorp facebook.com/PitneyBowes slideshare.net/pitneybowes Every connection is a new opportunity™
  12. 12. Measuring Return on Engagement Every connection is a new opportunity™
  13. 13. Beckoned to Share Expertise with Obama Press Release Pitney Bowes Employee Wellness Innovations Front and Center at White House Meeting Company CEO Briefs President Obama on Health Care Results WASHINGTON, May 12, 2009 – Murray Martin, the Chairman, President and CEO of longstanding employee wellness pioneer, Pitney Bowes Inc. (NYSE: PBI) today met with President Barack Obama to help the President understand how the company’s “total value” approach to employee well-being has boosted productivity, enhanced employee well-being and saved money. President Obama convened a meeting including several CEOs to highlight the ways in which progressive employers are contributing proven ideas to address the spiraling cost of health care in America. The strategy session was one component of the Administrations’ overall effort to lower health care costs, expand access to health insurance, and improve the health and lifestyles of American citizens. “We have been innovating with our employee wellness efforts for nearly two decades and are proud of our results,” Martin said following the meeting with the President. “While our number one priority has always been to enhance the health of our employees, our approach consistently delivers lower costs when compared to benchmark companies. It is truly the best of both worlds.” Every connection is a new opportunity™
  14. 14. Future of Thought Leadership #Promising Every connection is a new opportunity™
  15. 15. Thanks for listening … #NowMyTurn@Colette CoteCorporate External CommunicationsPitney Bowes Inc.March 15, 2012 Every connection is a new opportunity™

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