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A Case Study in Social Media Measurement: Vistaprint

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The case study given by Jeff Esposito and Joe Cothrel at WOMMA's Talkable Brands on September 22 as part of Chicago Social Media Week 2011

The case study given by Jeff Esposito and Joe Cothrel at WOMMA's Talkable Brands on September 22 as part of Chicago Social Media Week 2011

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  • 1. A Case Study in Social Media Measurement: Vistaprint Joe Cothrel, Chief Community Officer, Lithium Jeff Esposito, Public Relations & Social Media Manager, Vistaprint
  • 2. Agenda
    • Beginning of the road
    • Vision & Roadmap
    • Initial Measures
    • Metrics Evolved
    • What Should you be Tracking?
    • Questions
  • 3. Vistaprint: Some Background
  • 4.
    • Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home
    • Micro business = business with 1-10 employees
    • Founded in 1995
    • Operate 24 localized websites and ship to over 130 countries
    • Serve over 11M customers annually
  • 5. Vistaprint: Pre Social
  • 6. Forcing Factor
  • 7.  
  • 8.  
  • 9. BOTTOM LINE: Business is still Business
  • 10. First Year Grades
    • Fans & Followers
      • Building your Audience
    • Conversations
      • Volume of engagement
    • Revenue
      • Did this lead to sales?
  • 11. First Year Grades
    • Fans & Followers
      • Twitter – 3,435 followers
      • Facebook – 5,513 fans
    • Conversations
      • 9,224 1:1 interactions on Twitter alone
    • Revenue
      • >$30,000
        • ~ $25,000 via Twitter
  • 12. What a difference a year makes
  • 13. Evolving the Measurement
  • 14. Metrics Evolved
    • Conversation share
      • Total mentions/Overall industry mentions
    • Net Promoter Score (NPS)
      • (Positive mentions + neutral mentions) – negative mentions/ Overall mentions
    • Social Influence Marketing Score (SIM)
      • NPS x conversation share x 1,000
    • Revenue
      • Value of an interaction
    • Competitive trends
    • Trending Topics
  • 15. Overall Mentions Share of Voice
  • 16.  
  • 17.  
  • 18. What should you measure?
    • What are your KPIs for success?
    • Audience
      • Fans/Followers
    • Grow business
      • New leads
      • Sales from social channels
    • Traffic
      • Site visits, referrals from social interactions
  • 19.
    • Listen before acting
    • Identify who you are
    • Always be truthful
    • If you don’t know an answer find one – don’t make something up
    • Be professional
    • Show sincerity
    • Care about the customers
    • Clearly state hours page/account is monitored
    • Never belittle customers
    • Don’t get baited into a shouting match
    • Admit if you’ve made a mistake or misspoke
    • Work with customer service to resolve order issues
    • Take the good with the bad
    • Don’t take anything personally
      • You are responding on behalf of Vistaprint not yourself
    Rules of Engagement
  • 20. Summary
    • Understand your business goals
    • Understand your customers’ needs
    • Set rules of engagement
    • Be rigorous on your measurement
    • Choose the right tools for the job
  • 21. Questions? Jeff - @jeffespo Joe - @cothrel

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