The Social Customer - Vistaprint Case Study

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A presentation from the Lithium Social Customer Summit

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  • RevenuesRevenue growth Type of businessWho you target
  • 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?)
  • The Social Customer - Vistaprint Case Study

    1. 1.
    2. 2. From “What’s Social?” to “Social Success”<br />Vistaprint shares lessons on getting started, scaling and measuring everything<br />Jeff Esposito<br />Jennifer Zeszut<br />Public Relations Manager<br />Vistaprint<br />@jeffespo<br />Chief Social Strategist <br />Lithium Technologies<br />@jenniferland<br />
    3. 3. VistaPrint<br />
    4. 4. 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 22 localized websites and ship to over 120 countries<br />Serve over 9M customers annually<br />
    5. 5. Sometimes it takes a forcing-function to “get social”.<br />
    6. 6. Be ready to experiment (and make mistakes).<br />
    7. 7. 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 />
    8. 8. Be a good listener. Your community will be your guide.<br />
    9. 9.
    10. 10. Once it’s working, you’re not done. Time to scale.<br />
    11. 11.
    12. 12. One person can coordinate, but everyone needs to be rowing.<br />
    13. 13.
    14. 14. Measure everything.<br />
    15. 15. 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 />
    16. 16. Monitor interaction, track over time <br />
    17. 17. Ideas are everywhere. Get them to your Marketing teams.<br />
    18. 18. Watch your competition closely.<br />
    19. 19.
    20. 20. Get to know your social customer. <br />
    21. 21. 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 />
    22. 22. The $ value of a social engagement is possible…and imperative.<br />
    23. 23. Measuring success is not rocket science <br />Total Conversations<br />Revenue<br />Value of a Conversation<br />=<br />
    24. 24.
    25. 25. Don’t “sell” and the sales will come.<br />
    26. 26. You’ll never have enough people (no one does). Pick your battles.<br />
    27. 27. 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 />FEEL FREE TO USE ANOTHER IMAGE HERE<br />
    28. 28. No customer left behind. Social helps keep customers in the sales cycle.<br />
    29. 29. It’s a virtuous circle. The more you engage, the more they engage, the happier we all are.<br />
    30. 30. 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 />
    31. 31. TO BE DELETED – QUESTION IDEAS FOR POST_SESSION Q&A<br />Jeff’s experience is that the social mandate started in PR and spread from there. Is that typical Jenny? What other ways can it happen?<br />Jeff, how far up does social awareness go at Vistaprint? Does the CEO know about social efforts and support it?<br />Jeff, Was Lithium Social Media Monitoring the first product you tried or was even that subject to trial and error? How did you make your decision? What was important to you as you shopped?<br />Where should my company get started in social media?<br />

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