Presentation given at Business Development Institute's B2B Social Communications Leadership Forum on March 15, 2012 in NYC.

1. Every connection is a new opportunity™
Leveraging Social Communications for
Organizational Thought Leadership
@Colette Cote
Corporate External Communications
Pitney Bowes Inc.
March 15, 2012

2. March 15, 2012 2
Thought Leadership …
I think,
therefore I am
I think…
I think…
I think…
I think…
I think… I think…

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… in (R)evolution

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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

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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

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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

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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

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Monitor
Engage
Listen
Audit
Conversation
Evaluate
Adjust
Step 4: Iterate
Audit
Checklist

9. Every connection is a new opportunity™
Case Study:
Pitney Bowes Innovation Thought Leadership

10. Every connection is a new opportunity™
Organizational & Brand Assets #Aplenty
forums/pb.com

11. Every connection is a new opportunity™
Multi-channel Communications
facebook.com/PitneyBowes
twitter.com/PitneyBowes
Flickr.com/PBcorp
youtube.com/PitneyBowesInc
slideshare.net/pitneybowes
forums.pb.com
#innochat #healthcare
#hcsm #hc
pbconnect.com/innovate/

12. Every connection is a new opportunity™
Measuring Return on Engagement

13. Every connection is a new opportunity™
Beckoned to Share Expertise with Obama
Pitney Bowes Employee Wellness
Innovations Front and Center at White
House Meeting
Press Release
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.”

14. Every connection is a new opportunity™
Future of Thought Leadership #Promising

15. Every connection is a new opportunity™
Thanks for listening … #NowMyTurn
@Colette Cote
Corporate External Communications
Pitney Bowes Inc.
March 15, 2012