Leveraging Social to Tell YOUR Story

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Your story is what will make or break you in social media.

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Leveraging Social to Tell YOUR Story

  1. 1. Leveraging Social to Tell YOUR StoryJeff EspositoManager Public Relations & Social Media, Vistaprint@Jeffespo
  2. 2. …About me PR &#SM manager @Vistaprint. Dad & fan of NJ Devils, BoSox, Ravens, social media, craft beer & home brewing, good wines/scotch/cigars & having a good ole time
  3. 3. WHO IS VISTAPRINT?
  4. 4. So how do we acquire, on average,1.6M customers each quarter?
  5. 5. Give business cards away for FREE.
  6. 6. LET’S TALK ABOUT STORIES
  7. 7. What makes your organization special?7/10/201 Company Confidential Vistaprint © 20112
  8. 8. Why should I care?7/10/201 Company Confidential Vistaprint © 20112 Image: Bryn B Jones
  9. 9. NOW ON TO SOCIAL…
  10. 10. WHICH ONE IS BEST FOR YOU?
  11. 11. 7/10/201 Image: By fotografar Company Confidential Vistaprint © 20112
  12. 12. ENGAGEMENT STRATEGY
  13. 13. 7/10/201 Company Confidential Vistaprint © 2011 Image -2 By Omamori
  14. 14. Tips on Content that Works• Ask people their story• Share constituent stories• Make it easy to re-share – Social Toaster/Gaggle Amp• Make sure that everything ties back to YOUR platform/site• Thank and have honest conversation with fans/followers• Be Human
  15. 15. 7/10/201 Company Confidential Vistaprint © 20112
  16. 16. KEEP TABS ON COMPETITORS 7/10/201 Company Confidential Vistaprint © 2011 2 Image: By PV KS
  17. 17. WHAT SHOULD YOU MEASURE?Image: Tomi Tapio
  18. 18. Image: birddogger - Charlie Bird
  19. 19. GOALS -METRICS• Audience: fans/followers• Comments: number of comments generated by posts• Community: overall growth of community members• Social Interactions: total number of monthly social conversations with constituents• Mindshare: percentage of buzz compared to competitors• Sales: dollars tied to campaigns run via social media
  20. 20. Questions?
  21. 21. Thank You.Jeff Esposito@JeffEspoSlideshare.net/Jeffespo

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