More Related Content Similar to How Vistaprint Manages Customer Engagement (20) More from Our Social Times (20) How Vistaprint Manages Customer Engagement1. Leveraging Social Media to Keep
Customers in the Sales Cycle
Bridget O’Brien
Vice President, Brand, Communications & Content
Vistaprint
@BridgetMOBrien
bobrien@vistaprint.com
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7. • >88,000 fans • >10,000 followers • 250 subscribers • 260 members
• 2,000 new • Averaging 40 • 120,000 views • 400 pieces of
fans per week new followers • . content shared
. per week • . • .
11/5/2011 Company Confidential Vistaprint © 2011
8. 4000 Conversations Per Month
Co-Tweet; Lithium; Sword Ciboodle; SAS
• .
11/5/2011 Company Confidential Vistaprint © 2011
9. Social Media Personas
The Super Fans The Casual Fans The Value Hunters
• Highly motivated brand • Not quite a super fan in • Looking for a better or the
evangelists passion for Vistaprint but best deal at Vistaprint
• Engage with Vistaprint and are promoters • Often ask about specific
community on regular • Offer Vistaprint as a deals that would increase
basis solution to social their likelihood to
• Passionately defend connections looking for a purchase
company to detractors vendor for marketing
materials
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10. Social Media Personas
The Disenfranchised The Prospects
• Dissatisfied with Vistaprint • Large percent of social bookings come from
• Passionately talk about their negative new customers
experience with the company or their • Looking for validation of company, product
experiences with us quality, pricing, etc. from peers
• Looking for an outlet, usually to rectify an • Queries often pertain to specific product
issue or problem
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14. …so measure their impact.
Value of
= Conversation
11/5/2011 Company Confidential Vistaprint © 2011
15. …so measure their impact.
Value of Conversation (Financial Metrics):
• 14% email opt-outs opt back in after ordering on SM
• 40% of first-time customers who do not opt-in place
future orders on our social network channels
11/5/2011 Company Confidential Vistaprint © 2011
16. …so measure their impact.
Value of Conversation (Social Metrics):
• Conversation share
o Total mentions/Overall industry mentions
Vistaprint
9% 15% 1% Competitor 1
Competitor 2
13% Competitor 3
39% 4%
Competitor 4
1%
14% 0% Competitir 5
0%
1% Competitor 6
3%
11/5/2011 Company Confidential Vistaprint © 2011
17. …so measure their impact.
Value of Conversation (Social Metrics):
• Net Promoter Score (NPS)
o (Positive mentions + neutral mentions) –
negative mentions/ Overall mentions
NPS for Vistaprint and Competitors
9.0%
8.0%
8.0% 7.1%
7.0%
6.0%
5.0%
4.0%
3.0%
1.6% 1.8%
2.0%
1.0% 0.4% 0.4%
0.0% 0.0% 0.0% 0.0% 0.0%
0.0%
11/5/2011 Company Confidential Vistaprint © 2011
18. …so measure their impact.
Value of Conversation (Social Metrics):
• Social Influence Marketing Score (SIM)
o NPS x conversation share x 1,000
SIM Score for Vistaprint and Competitors
14.0
11.9
12.0
10.0
8.0
6.0
4.0
1.6 1.6
2.0 0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5
0.0
11/5/2011 Company Confidential Vistaprint © 2011
19. Leveraging Likes for BI
• Analyzing who took offer
– What kind of customer are
they?
– How are we reaching them?
– What is the social value?
• Setting value to these
customer & devoting
additional spend/resources
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31. Craaaaazzzyy good deal 4 my fans! 250
free business cards
@ www.vistaprint.com/kim
Put super cute pics of Mase on my
new calendar. Get ur own for
free http://www.vistaprint.com/KimK
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33. WHERE DO WE GO
FROM HERE?
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34. Driving Further Integration
Identify social media
ambassadors across the
company
Explore embedding social
Brand
media content into display
advertising efforts--Flite Social
Media
Leveraging Extol’s Refer a Hub
Friend in a more meaningful
way
More robust analytics
Developing a robust Content
strategy
And the list goes on…….
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35. Thank You.
Are there any questions?
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