Build, engage and monetize your SM community Bridget O’Brien VP, Brand, Communications & Content @BridgetMOBrien
So who is Vistaprint?
 
 
Listen…then Engage
Stage 1: actively listening to and engaging with customers/prospects
 
02/02/12 Company Confidential Vistaprint © 2011
02/02/12 Company Confidential Vistaprint © 2011
 
 
Optimization….
Step 2: Encouraging growth through Facebook tools/apps
<ul><li>New fan drivers </li></ul><ul><li>Like Box & Like Button: 14,994 </li></ul><ul><li>On page, news feed or ticker: 1...
<ul><li>>110,000 fans </li></ul><ul><li>2,000 new fans per week </li></ul><ul><li>. </li></ul><ul><li>>12,000 followers </...
Social Media Segmentation
Social Media Segmentation 02/02/12
Our customers want it, need it *Data taken from September  2011 Customer Council Survey 60%  regularly spend time looking ...
What About The $$$?
= Value of  Conversation
Conversations are “leads”…
<ul><li>Value of Conversation Statistics:  </li></ul><ul><ul><li>14% email  opt-outs opt back in  after ordering on SM </l...
Spent: $1559.85 Bookings: $278.78 Fans acquired: 0 From Facebook Ad to Vistaprint.com Vs.  Acquiring a fan (“like”) to Fac...
Direct to fans much more effective that targeting  larger base with specific interests. Spent: $458.32 Bookings: $2464.28 ...
Craaaaazzzyy good deal 4 my fans! 250 free business cards @  www.vistaprint.com/kim Put super cute pics of Mase on my new ...
Thank You. Questions? Oops, One Last Thing….We Are Hiring     Bridget O’Brien VP Brand, Communications & Content @Bridget...
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Build, engage and monetize a social media community

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Build, engage and monetize a social media community

  1. 1. Build, engage and monetize your SM community Bridget O’Brien VP, Brand, Communications & Content @BridgetMOBrien
  2. 2. So who is Vistaprint?
  3. 5. Listen…then Engage
  4. 6. Stage 1: actively listening to and engaging with customers/prospects
  5. 8. 02/02/12 Company Confidential Vistaprint © 2011
  6. 9. 02/02/12 Company Confidential Vistaprint © 2011
  7. 12. Optimization….
  8. 13. Step 2: Encouraging growth through Facebook tools/apps
  9. 14. <ul><li>New fan drivers </li></ul><ul><li>Like Box & Like Button: 14,994 </li></ul><ul><li>On page, news feed or ticker: 11,362 </li></ul><ul><li>Ads: 1,923 </li></ul><ul><li>Mobile: 374 </li></ul><ul><li>3 rd Party Apps: 276 </li></ul><ul><li>Facebook recommendations: 281 </li></ul><ul><li>Page browser: 167 </li></ul><ul><li>Timeline: 170 </li></ul><ul><li>Page likes another page: 79 </li></ul>Breaking down where Fans come from…
  10. 15. <ul><li>>110,000 fans </li></ul><ul><li>2,000 new fans per week </li></ul><ul><li>. </li></ul><ul><li>>12,000 followers </li></ul><ul><li>Averaging 200 new followers per week </li></ul><ul><li>>350 subscribers </li></ul><ul><li>>350,000 views </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>260 members </li></ul><ul><li>400 pieces of content shared </li></ul><ul><li>. </li></ul>
  11. 16. Social Media Segmentation
  12. 17. Social Media Segmentation 02/02/12
  13. 18. Our customers want it, need it *Data taken from September 2011 Customer Council Survey 60% regularly spend time looking for information on how to promote or advertise their small business 80% of Vistaprint customers spend more than 7 hours online per week 63% already belong to one online community 53% pass along small business stories or videos via social media channels 82% of customers consider customer testimonials somewhat or very important 86% indicated they would find customer stories or examples useful 63% said more educational material on the Vistaprint site would make purchasing easier
  14. 19. What About The $$$?
  15. 20. = Value of Conversation
  16. 21. Conversations are “leads”…
  17. 22. <ul><li>Value of Conversation Statistics: </li></ul><ul><ul><li>14% email opt-outs opt back in after ordering on SM </li></ul></ul><ul><ul><li>40% of first-time customers who do not opt-in place future orders on our social network channels </li></ul></ul><ul><ul><li>Facebook fans become marketing targets for special deals and advertisements </li></ul></ul>
  18. 23. Spent: $1559.85 Bookings: $278.78 Fans acquired: 0 From Facebook Ad to Vistaprint.com Vs. Acquiring a fan (“like”) to Facebook landing page Spent: $2310.00 Bookings: $137.00 Fans acquired: 2,661 Results: Results:
  19. 24. Direct to fans much more effective that targeting larger base with specific interests. Spent: $458.32 Bookings: $2464.28 Total Orders: 67 AOV: $42 Results: Reach: 190,278 Clicks: 2,071 Fans: 1,802 CTR: 0.145% CPC: $0.45 Results:
  20. 25. Craaaaazzzyy good deal 4 my fans! 250 free business cards @  www.vistaprint.com/kim Put super cute pics of Mase on my new calendar. Get ur own for free  http://www.vistaprint.com/KimK
  21. 26. Thank You. Questions? Oops, One Last Thing….We Are Hiring  Bridget O’Brien VP Brand, Communications & Content @BridgetMOBrien
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