This presentation is of a social media case study on Vistaprint's Make an Impression Contest. The presenters are Harry Gold of Overdrive Interactive and Jeff Esposito of Vistaprint.

1. Online Marketing Summit Boston | July 7, 2010 Vistaprint Case Study: Leveraging Social Media Jeff EspositoPublic Relations ManagerVistaprint @JeffEspo Harry GoldFounder and CEO Overdrive Interactive @HarryJGold

2. About Vistaprint Vistaprint empowers over 8 million customers annually to make an impression Customers include micro businesses and consumers Launched first website in 2000 Currently serve 120 countries with 22 localized sites Ranked 36th on the Internet Retailer 500 List You may have heard of our viral free business card offer To date, we’ve printed over 5 billion of these cards

3. Overdrive: Social, Search & Online Media

4. Social Media Marketing

6. Measurement

7. Reporting

8. Analysis

9. Interpretation

10. Recommendations

11. Strategy

12. Channel creation

13. Profile creation

14. Optimization

15. Distribution

16. Outreach

17. Networking

18. Maintenance

20. Craft a Content and Conversation Strategy Create and “bank” content your target audience cares about Content Bank

22. Employees

23. Customers

24. News/Media

25. Blogs

26. Social

27. Vendors

28. Marketing

29. Advertising

30. Government

32. Data/Research

33. News/Announcements

34. Offers/Promotions

35. Products/Features

36. Tweets/Updates/Posts

37. Photos/Videos

39. Blogs/Chatter

40. Search Engine Results

42. Pushing Content Builds Links, Traffic & Leads Social Media Marketing creates a never ending source of free site traffic and profiles by creating a permanent network of inbound links $ Tweets, Status Updates, Blog Posts, Videos, Events, Stats, News, Best Practices, Advice, Offers, Games, Apps, Etc. Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Lead/Actions Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link Social Link

43. Upward Trend

44. Universal Search

45. Social Media Integration

47. Social Media Platform Social Channel Development

48. Vistaprint Make An Impression Campaign

49. Make An Impression Campaign Goals Increase brand awareness in the micro-business community Businesses between 1-20 employees Educate businesses on the importance of a proper first impression Acquire new customers

50. Make An Impression Campaign Television Email Online Display/banners Public relations Social Media

51. Television

52. Email

53. Blog Promotion

54. Banners

55. Public Relations

56. Role of Social in Integrated Campaign Add viral octane to the Make An Impression campaign Enable social sharing Turn 1 paid impression into multiple viral impressions Make lasting connections with consumers Reward and acknowledge micro-business customers that helped build Vistaprint to what it is today Acquire new leads and customers

58. YouTube

59. Twitter

60. Blogger outreach campaign

62. Twitter

63. YouTube

64. Socially Enabled Contest Micro-Site

65. Submit Your Business

66. Business Profile

67. Acceptance Email with Voting Link

68. Anyone Can Enter

69. Share The Contest

70. Contest Sharing

72. Triggered Email

73. Tracking and Reporting Contest entries and leads Database Opt-in email list Social connections Friends, fans, followers Engagement and reach Tweets and Shares

76. You Can Track Social Media ROI

77. SocialEye Dashboard

78. SocialEye Dashboard: Social Engagement Metrics

79. SocialEye Dashboard: Social Site Traffic Launch

80. SocialEye Dashboard: Social Leads Launch

81. SocialEye Dashboard: Social Leads

82. Thank You & Q&A Please give Harry Gold your card for a copy of this deck or email: hgold@overdriveinteractive.com