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The Social Customer - Vistaprint Case Study

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A presentation from the Lithium Social Customer Summit

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?)
  • Transcript

    • 1.
    • 2. From “What’s Social?” to “Social Success”
      Vistaprint shares lessons on getting started, scaling and measuring everything
      Jeff Esposito
      Jennifer Zeszut
      Public Relations Manager
      Vistaprint
      @jeffespo
      Chief Social Strategist
      Lithium Technologies
      @jenniferland
    • 3. VistaPrint
    • 4. What is Vistaprint?
      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 22 localized websites and ship to over 120 countries
      Serve over 9M customers annually
    • 5. Sometimes it takes a forcing-function to “get social”.
    • 6. Be ready to experiment (and make mistakes).
    • 7. 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
    • 8. Be a good listener. Your community will be your guide.
    • 9.
    • 10. Once it’s working, you’re not done. Time to scale.
    • 11.
    • 12. One person can coordinate, but everyone needs to be rowing.
    • 13.
    • 14. Measure everything.
    • 15. Key metrics
      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
    • 16. Monitor interaction, track over time
    • 17. Ideas are everywhere. Get them to your Marketing teams.
    • 18. Watch your competition closely.
    • 19.
    • 20. Get to know your social customer.
    • 21. Who are your customers?
      Demographics
      Gender
      Age
      Location
      Favorite network?
      Facebook
      Twitter
      YouTube
      Customer type
      New
      Repeat
      Order frequency
    • 22. The $ value of a social engagement is possible…and imperative.
    • 23. Measuring success is not rocket science
      Total Conversations
      Revenue
      Value of a Conversation
      =
    • 24.
    • 25. Don’t “sell” and the sales will come.
    • 26. You’ll never have enough people (no one does). Pick your battles.
    • 27. Start small
      Add services after you master one network
      Think big, live realistically
      Don’t try to be Superman
      Don’t be afraid to ask for help
      FEEL FREE TO USE ANOTHER IMAGE HERE
    • 28. No customer left behind. Social helps keep customers in the sales cycle.
    • 29. It’s a virtuous circle. The more you engage, the more they engage, the happier we all are.
    • 30. Lessons from the Vistaprint Journey
      Sometimes it takes a forcing-function to “get social”.
      Be ready to experiment (and make mistakes).
      Ultimately, let your community be your guide.
      Once it’s kind of working, you’re not done. Time to scale.
      One person can coordinate, but everyone needs to be rowing.
      Measure everything.
      Ideas are everywhere.
      Watch your competition closely.
      Know the profile of a social media customer.
      The monetary value of a social engagement is possible…and imperative.
      Don’t “sell” and the sales will come.
      We don’t have enough people (no one does). Pick your battles.
      No customer left behind. Social keeps customers in the sales cycle.
      It’s a virtuous cycle. The more you engage, the more they engage, the happier we all are.
    • 31. TO BE DELETED – QUESTION IDEAS FOR POST_SESSION Q&A
      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?
      Jeff, how far up does social awareness go at Vistaprint? Does the CEO know about social efforts and support it?
      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?
      Where should my company get started in social media?