North Shore Community College - Vistaprint Presentation

897
-1

Published on

This presentation was given to Ari Herzog's Social Media class on 2.23.11

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
897
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Tell the story of the Make an Impression contest that was a coordinated effort between social, your website and PR (any paid media to drive traffic?)
  • North Shore Community College - Vistaprint Presentation

    1. 1. From “What’s Social?” to “Social Success”<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    2. 2. What is Vistaprint?<br />Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home<br />Micro business = business with 1-10 employees<br /> Founded in 1995<br />Operate 24 localized websites and ship to over 120 countries<br />Serve over 9M customers annually<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    3. 3. Sometimes it takes a forcing-function to “get social”.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    4. 4. Be ready to experiment (and make mistakes).<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    5. 5. Listen before acting<br />Identify who you are<br />Always be truthful<br />If you don’t know an answer find one – don’t make something up<br />Be professional<br />Show sincerity <br />Care about the customers<br />Clearly state hours page/account is monitored<br />Never belittle customers<br />Don’t get baited into a shouting match<br />Admit if you’ve made a mistake or misspoke<br />Work with customer service to resolve order issues<br />Take the good with the bad<br />Don’t take anything personally<br />You are responding on behalf of Vistaprint not yourself<br />Rules of Engagement<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    6. 6. Be a good listener. Your community will be your guide.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    7. 7. Jeff Esposito, PR Manager; @Jeffespo<br />
    8. 8. Once it’s working, you’re not done. Time to scale.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    9. 9. Jeff Esposito, PR Manager; @Jeffespo<br />
    10. 10. One person can coordinate, but everyone needs to be rowing.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    11. 11. Jeff Esposito, PR Manager; @Jeffespo<br />
    12. 12. Measure everything.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    13. 13. Key metrics<br />Conversation share<br />Total mentions/Overall industry mentions<br />Net Promoter Score (NPS)<br />(Positive mentions + neutral mentions) – negative mentions/ Overall mentions<br />Social Influence Marketing Score (SIM)<br />NPS x conversation share x 1,000<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    14. 14. Monitor interaction, track over time <br />Jeff Esposito, PR Manager; @Jeffespo<br />
    15. 15. Ideas are everywhere. Get them to your Marketing teams.<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    16. 16. Watch your competition closely.<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    17. 17. Jeff Esposito, PR Manager; @Jeffeso<br />
    18. 18. Get to know your social customer. <br />Jeff Esposito, PR Manager; @Jeffespo<br />
    19. 19. Who are your customers?<br />Demographics<br />Gender<br />Age<br />Location<br />Favorite network?<br />Facebook<br />Twitter<br />YouTube<br />Customer type<br />New<br />Repeat<br />Order frequency<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    20. 20. The $ value of a social engagement is possible…and imperative.<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    21. 21. Measuring success is not rocket science <br />Total Conversations<br />Revenue<br />Value of a Conversation<br />=<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    22. 22. Jeff Esposito, PR Manager; @Jeffespo<br />
    23. 23. Don’t “sell” and the sales will come.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    24. 24. You’ll never have enough people (no one does). Pick your battles.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    25. 25. Start small<br />Add services after you master one network<br />Think big, live realistically<br />Don’t try to be Superman<br />Don’t be afraid to ask for help<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    26. 26. No customer left behind. Social helps keep customers in the sales cycle.<br />Jeff Esposito, PR Manager; @Jeffespo<br />
    27. 27. It’s a virtuous circle. The more you engage, the more they engage, the happier we all are.<br />Jeff Esposito, PR Manager; @Jeffeso<br />
    28. 28. Lessons from the Vistaprint Journey<br />Sometimes it takes a forcing-function to “get social”.<br />Be ready to experiment (and make mistakes).<br />Ultimately, let your community be your guide.<br />Once it’s kind of working, you’re not done. Time to scale.<br />One person can coordinate, but everyone needs to be rowing.<br />Measure everything.<br />Ideas are everywhere.<br />Watch your competition closely.<br />Know the profile of a social media customer. <br />The monetary value of a social engagement is possible…and imperative.<br />Don’t “sell” and the sales will come.<br />We don’t have enough people (no one does). Pick your battles.<br />No customer left behind. Social keeps customers in the sales cycle.<br />It’s a virtuous cycle. The more you engage, the more they engage, the happier we all are.<br />Jeff Esposito, PR Manager; @Jeffespo<br />

    ×