A Case Study in Social Media Measurement: Vistaprint

A Case Study in Social Media Measurement: Vistaprint Joe Cothrel, Chief Community Officer, Lithium Jeff Esposito, Public Relations & Social Media Manager, Vistaprint

Agenda
Beginning of the road
Vision & Roadmap
Initial Measures
Metrics Evolved
What Should you be Tracking?
Questions

Vistaprint: Some Background

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

Vistaprint: Pre Social

Forcing Factor

BOTTOM LINE: Business is still Business

First Year Grades
Fans & Followers
Building your Audience
Conversations
Volume of engagement
Revenue
Did this lead to sales?

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

What a difference a year makes

Evolving the Measurement

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

Overall Mentions Share of Voice

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

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

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

Questions? Jeff - @jeffespo Joe - @cothrel

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A Case Study in Social Media Measurement: Vistaprint

by Jeff Esposito on Sep 21, 2011

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A Case Study in Social Media Measurement: Vistaprint — Presentation Transcript