Download - How Vistaprint Manages Customer Engagement
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11/5/2011 Company Confidential Vistaprint © 2011
Leveraging Social Media to Keep Customers in the Sales Cycle Bridget O’Brien Vice President, Brand, Communications & Content Vistaprint @BridgetMOBrien [email protected]
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
HUMBLE BEGINNINGS
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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• >88,000 fans • 2,000 new
fans per week .
• >10,000 followers • Averaging 40
new followers per week
• 250 subscribers • 120,000 views • . • .
• 260 members • 400 pieces of
content shared • .
11/5/2011 Company Confidential Vistaprint © 2011
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4000 Conversations Per Month Co-Tweet; Lithium; Sword Ciboodle; SAS
• .
11/5/2011 Company Confidential Vistaprint © 2011
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Social Media Personas
The Super Fans
• Highly motivated brand evangelists
• Engage with Vistaprint and community on regular basis
• Passionately defend company to detractors
The Casual Fans
• Not quite a super fan in passion for Vistaprint but are promoters
• Offer Vistaprint as a solution to social connections looking for a vendor for marketing materials
The Value Hunters
• Looking for a better or the best deal at Vistaprint
• Often ask about specific deals that would increase their likelihood to purchase
11/5/2011
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Social Media Personas
The Disenfranchised
• Dissatisfied with Vistaprint
• Passionately talk about their negative experience with the company or their experiences with us
• Looking for an outlet, usually to rectify an issue or problem
The Prospects
• Large percent of social bookings come from new customers
• Looking for validation of company, product quality, pricing, etc. from peers
• Queries often pertain to specific product
11/5/2011
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11/5/2011
Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
MEASURING THE VALUE
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11/5/2011 Company Confidential Vistaprint © 2011
Conversations are “leads”…
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11/5/2011 Company Confidential Vistaprint © 2011
…so measure their impact.
= Value of Conversation
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11/5/2011 Company Confidential Vistaprint © 2011
…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
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…so measure their impact.
11/5/2011 Company Confidential Vistaprint © 2011
Value of Conversation (Social Metrics):
• Conversation share o Total mentions/Overall industry mentions
15% 1%
13%
4%
1% 0%
1% 0% 14%
3%
39%
9% Vistaprint
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitir 5
Competitor 6
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…so measure their impact.
11/5/2011 Company Confidential Vistaprint © 2011
Value of Conversation (Social Metrics):
• Net Promoter Score (NPS) o (Positive mentions + neutral mentions) –
negative mentions/ Overall mentions
8.0%
7.1%
0.4% 0.0% 0.0% 0.0% 0.0% 0.0%
1.6%
0.4%
1.8%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
NPS for Vistaprint and Competitors
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…so measure their impact.
11/5/2011 Company Confidential Vistaprint © 2011
Value of Conversation (Social Metrics):
• Social Influence Marketing Score (SIM) o NPS x conversation share x 1,000
11.9
0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5 1.6 1.6
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
SIM Score for Vistaprint and Competitors
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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
11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
KEEPING CUSTOMERS ENGAGED
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011
Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
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11/5/2011 Company Confidential Vistaprint © 2011
WHERE DO WE GO FROM HERE?
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11/5/2011 Company Confidential Vistaprint © 2011
Social Media
Hub
Brand
Driving Further Integration
Identify social media
ambassadors across the
company
Explore embedding social
media content into display
advertising efforts--Flite
Leveraging Extol’s Refer a
Friend in a more meaningful
way
More robust analytics
Developing a robust Content
strategy
And the list goes on…….
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11/5/2011
Company Confidential Vistaprint © 2011
Thank You. Are there any questions?