How Vistaprint Manages Customer Engagement

Leveraging Social Media to Keep Customers in the Sales Cycle Bridget O’Brien Vice President, Brand, Communications & Content Vistaprint @BridgetMOBrien bobrien@vistaprint.com11/5/2011 Company Confidential Vistaprint © 2011

• >88,000 fans • >10,000 followers • 250 subscribers • 260 members • 2,000 new • Averaging 40 • 120,000 views • 400 pieces of fans per week new followers • . content shared . per week • . • .11/5/2011 Company Confidential Vistaprint © 2011

Social Media Personas The Super Fans The Casual Fans The Value Hunters • Highly motivated brand • Not quite a super fan in • Looking for a better or the evangelists passion for Vistaprint but best deal at Vistaprint • Engage with Vistaprint and are promoters • Often ask about specific community on regular • Offer Vistaprint as a deals that would increase basis solution to social their likelihood to • Passionately defend connections looking for a purchase company to detractors vendor for marketing materials11/5/2011

Social Media Personas The Disenfranchised The Prospects • Dissatisfied with Vistaprint • Large percent of social bookings come from • Passionately talk about their negative new customers experience with the company or their • Looking for validation of company, product experiences with us quality, pricing, etc. from peers • Looking for an outlet, usually to rectify an • Queries often pertain to specific product issue or problem11/5/2011

…so measure their impact. Value of Conversation (Financial Metrics): • 14% email opt-outs opt back in after ordering on SM • 40% of first-time customers who do not opt-in place future orders on our social network channels11/5/2011 Company Confidential Vistaprint © 2011

…so measure their impact. Value of Conversation (Social Metrics): • Conversation share o Total mentions/Overall industry mentions Vistaprint 9% 15% 1% Competitor 1 Competitor 2 13% Competitor 3 39% 4% Competitor 4 1% 14% 0% Competitir 5 0% 1% Competitor 6 3%11/5/2011 Company Confidential Vistaprint © 2011

…so measure their impact. Value of Conversation (Social Metrics): • Net Promoter Score (NPS) o (Positive mentions + neutral mentions) – negative mentions/ Overall mentions NPS for Vistaprint and Competitors 9.0% 8.0% 8.0% 7.1% 7.0% 6.0% 5.0% 4.0% 3.0% 1.6% 1.8% 2.0% 1.0% 0.4% 0.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%11/5/2011 Company Confidential Vistaprint © 2011

…so measure their impact. Value of Conversation (Social Metrics): • Social Influence Marketing Score (SIM) o NPS x conversation share x 1,000 SIM Score for Vistaprint and Competitors 14.0 11.9 12.0 10.0 8.0 6.0 4.0 1.6 1.6 2.0 0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.011/5/2011 Company Confidential Vistaprint © 2011

Leveraging Likes for BI • Analyzing who took offer – What kind of customer are they? – How are we reaching them? – What is the social value? • Setting value to these customer & devoting additional spend/resources11/5/2011 Company Confidential Vistaprint © 2011

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/KimK11/5/2011 Company Confidential Vistaprint © 2011

Driving Further Integration Identify social media ambassadors across the company Explore embedding social Brand media content into display advertising efforts--Flite Social Media Leveraging Extol’s Refer a Hub Friend in a more meaningful way More robust analytics Developing a robust Content strategy And the list goes on…….11/5/2011 Company Confidential Vistaprint © 2011

How Vistaprint Manages Customer Engagement

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How Vistaprint Manages Customer Engagement — Presentation Transcript

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