A Case Study in Social Media Measurement: Vistaprint

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The case study given by Jeff Esposito and Joe Cothrel at WOMMA's Talkable Brands on September 22 as part of Chicago Social Media Week 2011

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A Case Study in Social Media Measurement: Vistaprint

  1. 1. A Case Study in Social Media Measurement: Vistaprint Joe Cothrel, Chief Community Officer, Lithium Jeff Esposito, Public Relations & Social Media Manager, Vistaprint
  2. 2. Agenda <ul><li>Beginning of the road </li></ul><ul><li>Vision & Roadmap </li></ul><ul><li>Initial Measures </li></ul><ul><li>Metrics Evolved </li></ul><ul><li>What Should you be Tracking? </li></ul><ul><li>Questions </li></ul>
  3. 3. Vistaprint: Some Background
  4. 4. <ul><li>Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home </li></ul><ul><li>Micro business = business with 1-10 employees </li></ul><ul><li>Founded in 1995 </li></ul><ul><li>Operate 24 localized websites and ship to over 130 countries </li></ul><ul><li>Serve over 11M customers annually </li></ul>
  5. 5. Vistaprint: Pre Social
  6. 6. Forcing Factor
  7. 9. BOTTOM LINE: Business is still Business
  8. 10. First Year Grades <ul><li>Fans & Followers </li></ul><ul><ul><li>Building your Audience </li></ul></ul><ul><li>Conversations </li></ul><ul><ul><li>Volume of engagement </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Did this lead to sales? </li></ul></ul>
  9. 11. First Year Grades <ul><li>Fans & Followers </li></ul><ul><ul><li>Twitter – 3,435 followers </li></ul></ul><ul><ul><li>Facebook – 5,513 fans </li></ul></ul><ul><li>Conversations </li></ul><ul><ul><li>9,224 1:1 interactions on Twitter alone </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>>$30,000 </li></ul></ul><ul><ul><ul><li>~ $25,000 via Twitter </li></ul></ul></ul>
  10. 12. What a difference a year makes
  11. 13. Evolving the Measurement
  12. 14. Metrics Evolved <ul><li>Conversation share </li></ul><ul><ul><li>Total mentions/Overall industry mentions </li></ul></ul><ul><li>Net Promoter Score (NPS) </li></ul><ul><ul><li>(Positive mentions + neutral mentions) – negative mentions/ Overall mentions </li></ul></ul><ul><li>Social Influence Marketing Score (SIM) </li></ul><ul><ul><li>NPS x conversation share x 1,000 </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Value of an interaction </li></ul></ul><ul><li>Competitive trends </li></ul><ul><li>Trending Topics </li></ul>
  13. 15. Overall Mentions Share of Voice
  14. 18. What should you measure? <ul><li>What are your KPIs for success? </li></ul><ul><li>Audience </li></ul><ul><ul><li>Fans/Followers </li></ul></ul><ul><li>Grow business </li></ul><ul><ul><li>New leads </li></ul></ul><ul><ul><li>Sales from social channels </li></ul></ul><ul><li>Traffic </li></ul><ul><ul><li>Site visits, referrals from social interactions </li></ul></ul>
  15. 19. <ul><li>Listen before acting </li></ul><ul><li>Identify who you are </li></ul><ul><li>Always be truthful </li></ul><ul><li>If you don’t know an answer find one – don’t make something up </li></ul><ul><li>Be professional </li></ul><ul><li>Show sincerity </li></ul><ul><li>Care about the customers </li></ul><ul><li>Clearly state hours page/account is monitored </li></ul><ul><li>Never belittle customers </li></ul><ul><li>Don’t get baited into a shouting match </li></ul><ul><li>Admit if you’ve made a mistake or misspoke </li></ul><ul><li>Work with customer service to resolve order issues </li></ul><ul><li>Take the good with the bad </li></ul><ul><li>Don’t take anything personally </li></ul><ul><ul><li>You are responding on behalf of Vistaprint not yourself </li></ul></ul>Rules of Engagement
  16. 20. Summary <ul><li>Understand your business goals </li></ul><ul><li>Understand your customers’ needs </li></ul><ul><li>Set rules of engagement </li></ul><ul><li>Be rigorous on your measurement </li></ul><ul><li>Choose the right tools for the job </li></ul>
  17. 21. Questions? Jeff - @jeffespo Joe - @cothrel

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