Online Marketing Summit<br />Boston | July 7, 2010<br />Vistaprint Case Study:<br />Leveraging Social Media<br />Jeff Espo...
About Vistaprint<br />Vistaprint empowers over 8 million customers annually to make an impression<br />Customers include m...
Overdrive: Social, Search & Online Media<br />
Social Media Marketing<br />
Document a PlanLeverage the Sites and Tools That Apply to You<br /><ul><li> Monitoring
 Measurement
 Reporting
 Analysis
 Interpretation
 Recommendations
 Strategy
 Channel creation
 Profile creation
 Optimization
 Distribution
 Outreach
 Networking
 Maintenance
 Compliance</li></li></ul><li>Answer One Question<br />“Why would anyone want to be your friend?”<br />
Craft a Content and Conversation Strategy<br />Create and “bank” content your target audience cares about<br />Content<br ...
Source & Create Your Content Stream<br />Sources<br /><ul><li>Company
Employees
Customers
News/Media
Blogs
Social
Vendors
Marketing
Advertising
Government
Events</li></ul>Content Steam<br />Social Platform<br /><ul><li>Tips/Best Practices
Data/Research
News/Announcements
Offers/Promotions
Products/Features
Tweets/Updates/Posts
Photos/Videos
PDFs/Presentations</li></ul>Social/Viral Distribution<br /><ul><li>Posts/Comments
Blogs/Chatter
Search Engine Results
Media Pickup</li></li></ul><li>
Pushing Content Builds Links, Traffic & Leads<br />Social Media Marketing creates a never ending source of free site traff...
Upward Trend<br />
Universal Search<br />
Social Media Integration<br />
Social Media Platform<br />Social Channel Development<br />
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OMS Boston, Vistaprint Social Media Case Study

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This presentation is of a social media case study on Vistaprint's Make an Impression Contest. The presenters are Harry Gold of Overdrive Interactive and Jeff Esposito of Vistaprint.

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OMS Boston, Vistaprint Social Media Case Study

  1. 1. Online Marketing Summit<br />Boston | July 7, 2010<br />Vistaprint Case Study:<br />Leveraging Social Media<br />Jeff EspositoPublic Relations ManagerVistaprint<br />@JeffEspo<br />Harry GoldFounder and CEO<br />Overdrive Interactive<br />@HarryJGold<br />
  2. 2. About Vistaprint<br />Vistaprint empowers over 8 million customers annually to make an impression<br />Customers include micro businesses and consumers<br />Launched first website in 2000<br />Currently serve 120 countries with 22 localized sites<br />Ranked 36th on the Internet Retailer 500 List<br />You may have heard of our viral free business card offer<br />To date, we’ve printed over 5 billion of these cards<br />
  3. 3. Overdrive: Social, Search & Online Media<br />
  4. 4. Social Media Marketing<br />
  5. 5. Document a PlanLeverage the Sites and Tools That Apply to You<br /><ul><li> Monitoring
  6. 6. Measurement
  7. 7. Reporting
  8. 8. Analysis
  9. 9. Interpretation
  10. 10. Recommendations
  11. 11. Strategy
  12. 12. Channel creation
  13. 13. Profile creation
  14. 14. Optimization
  15. 15. Distribution
  16. 16. Outreach
  17. 17. Networking
  18. 18. Maintenance
  19. 19. Compliance</li></li></ul><li>Answer One Question<br />“Why would anyone want to be your friend?”<br />
  20. 20. Craft a Content and Conversation Strategy<br />Create and “bank” content your target audience cares about<br />Content<br />Bank<br />
  21. 21. Source & Create Your Content Stream<br />Sources<br /><ul><li>Company
  22. 22. Employees
  23. 23. Customers
  24. 24. News/Media
  25. 25. Blogs
  26. 26. Social
  27. 27. Vendors
  28. 28. Marketing
  29. 29. Advertising
  30. 30. Government
  31. 31. Events</li></ul>Content Steam<br />Social Platform<br /><ul><li>Tips/Best Practices
  32. 32. Data/Research
  33. 33. News/Announcements
  34. 34. Offers/Promotions
  35. 35. Products/Features
  36. 36. Tweets/Updates/Posts
  37. 37. Photos/Videos
  38. 38. PDFs/Presentations</li></ul>Social/Viral Distribution<br /><ul><li>Posts/Comments
  39. 39. Blogs/Chatter
  40. 40. Search Engine Results
  41. 41. Media Pickup</li></li></ul><li>
  42. 42. Pushing Content Builds Links, Traffic & Leads<br />Social Media Marketing creates a never ending source of free site traffic and profiles by creating a permanent network of inbound links <br />$<br />Tweets, Status Updates, Blog Posts, Videos, Events, Stats, News, Best Practices, Advice, Offers, Games, Apps, Etc.<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Lead/Actions<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />Social Link<br />
  43. 43. Upward Trend<br />
  44. 44. Universal Search<br />
  45. 45. Social Media Integration<br />
  46. 46.
  47. 47. Social Media Platform<br />Social Channel Development<br />
  48. 48. Vistaprint Make An Impression Campaign<br />
  49. 49. Make An Impression Campaign Goals<br />Increase brand awareness in the micro-business community<br />Businesses between 1-20 employees<br />Educate businesses on the importance of a proper first impression<br />Acquire new customers<br />
  50. 50. Make An Impression Campaign<br />Television<br />Email<br />Online Display/banners<br />Public relations<br />Social Media<br />
  51. 51. Television<br />
  52. 52. Email<br />
  53. 53. Blog Promotion<br />
  54. 54. Banners<br />
  55. 55. Public Relations<br />
  56. 56. Role of Social in Integrated Campaign<br />Add viral octane to the Make An Impression campaign<br />Enable social sharing<br />Turn 1 paid impression into multiple viral impressions<br />Make lasting connections with consumers<br />Reward and acknowledge micro-business customers that helped build Vistaprint to what it is today<br />Acquire new leads and customers<br />
  57. 57. Social Media Components<br /><ul><li>Facebook
  58. 58. YouTube
  59. 59. Twitter
  60. 60. Blogger outreach campaign
  61. 61. Social contest micro-site</li></li></ul><li>Facebook and Fan Interaction<br />
  62. 62. Twitter<br />
  63. 63. YouTube<br />
  64. 64. Socially Enabled Contest Micro-Site<br />
  65. 65. Submit Your Business<br />
  66. 66. Business Profile<br />
  67. 67. Acceptance Email with Voting Link<br />
  68. 68. Anyone Can Enter<br />
  69. 69. Share The Contest<br />
  70. 70. Contest Sharing<br />
  71. 71.
  72. 72. Triggered Email<br />
  73. 73. Tracking and Reporting<br />Contest entries and leads<br />Database<br />Opt-in email list<br />Social connections<br />Friends, fans, followers<br />Engagement and reach<br />Tweets and Shares<br />
  74. 74.
  75. 75.
  76. 76. You Can Track Social Media ROI<br />
  77. 77. SocialEye Dashboard<br />
  78. 78. SocialEye Dashboard: Social Engagement Metrics<br />
  79. 79. SocialEye Dashboard: Social Site Traffic<br />Launch<br />
  80. 80. SocialEye Dashboard: Social Leads<br />Launch<br />
  81. 81. SocialEye Dashboard: Social Leads<br />
  82. 82. Thank You & Q&A<br />Please give Harry Gold your card for a copy of this deck or email:<br />hgold@overdriveinteractive.com<br />
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