OMS Boston, Vistaprint Social Media Case Study

Online Marketing Summit
Boston | July 7, 2010
Vistaprint Case Study:
Leveraging Social Media
Jeff EspositoPublic Relations ManagerVistaprint
@JeffEspo
Harry GoldFounder and CEO
Overdrive Interactive
@HarryJGold

About Vistaprint
Vistaprint empowers over 8 million customers annually to make an impression
Customers include micro businesses and consumers
Launched first website in 2000
Currently serve 120 countries with 22 localized sites
Ranked 36th on the Internet Retailer 500 List
You may have heard of our viral free business card offer
To date, we’ve printed over 5 billion of these cards

Overdrive: Social, Search & Online Media

Social Media Marketing

Document a PlanLeverage the Sites and Tools That Apply to You
Monitoring
Measurement
Reporting
Analysis
Interpretation
Recommendations
Strategy
Channel creation
Profile creation
Optimization
Distribution
Outreach
Networking
Maintenance
Compliance

Answer One Question
“Why would anyone want to be your friend?”

Craft a Content and Conversation Strategy
Create and “bank” content your target audience cares about
Content
Bank

Source & Create Your Content Stream
Sources
Company
Employees
Customers
News/Media
Blogs
Social
Vendors
Marketing
Advertising
Government
Events
Content Steam
Social Platform
Tips/Best Practices
Data/Research
News/Announcements
Offers/Promotions
Products/Features
Tweets/Updates/Posts
Photos/Videos
PDFs/Presentations
Social/Viral Distribution
Posts/Comments
Blogs/Chatter
Search Engine Results
Media Pickup

Pushing Content Builds Links, Traffic & Leads
Social Media Marketing creates a never ending source of free site traffic and profiles by creating a permanent network of inbound links
$
Tweets, Status Updates, Blog Posts, Videos, Events, Stats, News, Best Practices, Advice, Offers, Games, Apps, Etc.
Social Link
Social Link
Social Link
Social Link
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Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Lead/Actions
Social Link
Social Link
Social Link
Social Link
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Social Link
Social Link

Upward Trend

Universal Search

Social Media Integration

Social Media Platform
Social Channel Development

Vistaprint Make An Impression Campaign

Make An Impression Campaign Goals
Increase brand awareness in the micro-business community
Businesses between 1-20 employees
Educate businesses on the importance of a proper first impression
Acquire new customers

Make An Impression Campaign
Television
Email
Online Display/banners
Public relations
Social Media

Television

Blog Promotion

Banners

Public Relations

Role of Social in Integrated Campaign
Add viral octane to the Make An Impression campaign
Enable social sharing
Turn 1 paid impression into multiple viral impressions
Make lasting connections with consumers
Reward and acknowledge micro-business customers that helped build Vistaprint to what it is today
Acquire new leads and customers

Social Media Components
Facebook
YouTube
Twitter
Blogger outreach campaign
Social contest micro-site

Facebook and Fan Interaction

Twitter

YouTube

Socially Enabled Contest Micro-Site

Submit Your Business

Business Profile

Acceptance Email with Voting Link

Anyone Can Enter

Share The Contest

Contest Sharing

Triggered Email

Tracking and Reporting
Contest entries and leads
Database
Opt-in email list
Social connections
Friends, fans, followers
Engagement and reach
Tweets and Shares

You Can Track Social Media ROI

SocialEye Dashboard

SocialEye Dashboard: Social Engagement Metrics

SocialEye Dashboard: Social Site Traffic
Launch

SocialEye Dashboard: Social Leads
Launch

SocialEye Dashboard: Social Leads

Thank You & Q&A
Please give Harry Gold your card for a copy of this deck or email:
hgold@overdriveinteractive.com

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OMS Boston, Vistaprint Social Media Case Study

by Jeff Esposito

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