Pitney Bowes employed every best practice for pulling off tweetchats to get the best possible results for a series aimed at reinforcing its brand position while unveiling a new identity and brand strategy. For that feat, Pitney Bowes has won first place in the “Live Chat” category of PR Daily’s 2016 Digital and Social Media Awards.
Each #PowerOfPrecisionChat tweetchat focused on a topic of great interest to key audiences—who were able to actively engage in the sessions—allowing the company to showcase its thought leaders and share valuable best-practice information. All sessions were moderated by well-known and highly-regarded business advisors.
Also participating was a Pitney Bowes thought leader and a second influencer from outside the organization who had expertise in chat’s theme. Each chat was preceded by a blog post by a Pitney Bowes executive and the external influencer, along with other material to draw attention to the upcoming event.
Another blog post followed the chat, summarizing key points (and creating evergreen content from the conversation). A unique hashtag was developed for the series and accompanied every communication across all channels, and information about each chat was shared with employees so they could further spread the word in their communities.
The results were impressive: nearly 555 million impressions, more than 28,000 social posts, and an average of 450 participants for each chat representing 28 countries, who tweeted an average of 1,250 times in the hour.
As the monthly chats progressed, participants planned to come back for the next chat and spread the word in their communities, turning the events into a destination.
We congratulate Pitney Bowes staff members Barbara Hannan, Bart Casabona, Marifer Rodriguez, Paul Lewis, Dennen McCloskey and Wayne Kurtzman.