Leveraging Social to Tell YOUR Story

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Jeff Esposito

Your story is what will make or break you in social media.

Negócios Tecnologia

Leveraging Social to Tell YOUR Story

Jeff Esposito
Manager Public Relations & Social Media, Vistaprint
@Jeffespo

…About me
PR &#SM manager @Vistaprint. Dad
& fan of NJ
Devils, BoSox, Ravens, social
media, craft beer & home
brewing, good wines/scotch/cigars &
having a good ole time

So how do we acquire, on average,
1.6M customers each quarter?

What makes your organization special?

7/10/201
Company Confidential Vistaprint © 2011
2

Why should I care?

7/10/201
Company Confidential Vistaprint © 2011
2 Image: Bryn B Jones

7/10/201 Image: By fotografar
Company Confidential Vistaprint © 2011
2

7/10/201
Company Confidential Vistaprint © 2011
Image -
2
By Omamori

Tips on Content that Works
• Ask people their story
• Share constituent stories
• Make it easy to re-share
– Social Toaster/Gaggle Amp
• Make sure that everything ties back to YOUR
platform/site
• Thank and have honest conversation with
fans/followers
• Be Human

7/10/201
Company Confidential Vistaprint © 2011
2

KEEP TABS ON COMPETITORS

7/10/201
Company Confidential Vistaprint © 2011
2 Image: By PV KS

WHAT
SHOULD YOU
MEASURE?

Image: Tomi Tapio

GOALS -METRICS
• Audience: fans/followers
• Comments: number of comments generated by
posts
• Community: overall growth of community members
• Social Interactions: total number of monthly social
conversations with constituents
• Mindshare: percentage of buzz compared to
competitors
• Sales: dollars tied to campaigns run via social media

Thank You.

Jeff Esposito
@JeffEspo
Slideshare.net/Jeffespo

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Leveraging Social to Tell YOUR Story

1. Leveraging Social to Tell YOUR Story Jeff Esposito Manager Public Relations & Social Media, Vistaprint @Jeffespo

2. …About me PR &#SM manager @Vistaprint. Dad & fan of NJ Devils, BoSox, Ravens, social media, craft beer & home brewing, good wines/scotch/cigars & having a good ole time

3. WHO IS VISTAPRINT?

6. So how do we acquire, on average, 1.6M customers each quarter?

7. Give business cards away for FREE.

8. LET’S TALK ABOUT STORIES

12. NOW ON TO SOCIAL…

13.

14. WHICH ONE IS BEST FOR YOU?

16.

17. ENGAGEMENT STRATEGY

19. Tips on Content that Works • Ask people their story • Share constituent stories • Make it easy to re-share – Social Toaster/Gaggle Amp • Make sure that everything ties back to YOUR platform/site • Thank and have honest conversation with fans/followers • Be Human

20.

23. WHAT SHOULD YOU MEASURE? Image: Tomi Tapio

24. Image: birddogger - Charlie Bird

25. GOALS -METRICS • Audience: fans/followers • Comments: number of comments generated by posts • Community: overall growth of community members • Social Interactions: total number of monthly social conversations with constituents • Mindshare: percentage of buzz compared to competitors • Sales: dollars tied to campaigns run via social media

26. Questions?

27. Thank You. Jeff Esposito @JeffEspo Slideshare.net/Jeffespo

Leveraging Social to Tell YOUR Story

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