How do you take a century-old company that's all about mail and turn it into a technology company that's all about the engine behind making businesses work? Today, I talk to Marifer Rodriguez all about how she leads social media marketing at Pitney Bowes. You'll hear how Pitney is at the forefront of changing perception of their brand. It's really awesome - take a listen.
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How did you impact change in social media at Pitney Bowes?
"Pitney Bowes had been going through a transformation. There's been a lot of change over the past four years. With the arrival of a new CMO, a marketing group was formed in social media and all of our marketing efforts in general became much stronger than they had been in the past. One of my many roles was to work with executives one-on-one to help them see the value of social, teach them how to become more active on social and how to build relationships online beyond Twitter and sharing pictures. In 2015 we also went through a whole re-branding process and worked with a number of executives to tell their senior leadership stories externally on Twitter. This also helped to get executive buy-in at a high level. Once we started with executives on their stories, they really got involved and worked hard to build their social presence along with writing content and blogs to support their Twitter Chats. It was these live conversations and experiencing for themselves that led our executives to have their 'aha' moments about social media."
Why is Pitney Bowes on social media today, and what are you trying to achieve?
"We're on social to raise awareness about our different capabilities. We're going through a period of transition, so one of our main goals is perception and how people view us as - not only a mail company, but also a technology and global e-commerce company. We want to convey this message in all of our posts and interactions on social media. We also want to continue to build relationships with our community and our customers. You have to be where your customers are and if they are on social, you really have to engage with them."
-"One of my many roles was to work with executives one-on-one to help them see the value of social, teach them how to become more active on social and how to build relationships online beyond Twitter and sharing pictures!"
-"You have to be where your customers are, and if they're on social, you really have to engage with them."
-"We set up Twitter Chats with our senior leadership team to share their behind-the-scenes. It was these live conversations and experiencing it for themselves that led our executives to have their 'aha' moments about social media."
Company Website: http://www.pitneybowes.com/us
Personal Twitter: @Marifer
Company Twitter: @PitneyBowes
Personal LinkedIn: https://www.linkedin.com/in/mariferrodriguez
Company LinkedIn: https://www.linkedin.com/company/pitney-bowes
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: