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Listening and acting socially

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During the Internet Retailer 2014 conference, I gave this presentation. on how ecommerce companies can leverage the data that social networks like Facebook to market to their customers and prospects.

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Listening and acting socially

  1. 1. Listening & Acting Socially Jeff Esposito @jeffespo June 13, 2014
  2. 2. Company Confidential Vistaprint © 2011 @Vistaprint • Founded in 1994 in Paris • Micro Business Owners primary customers • Service more than 16 million customers annually o 25 localized websites o Ship to over 130 countries o Manufacturing in Australia, Canada, India, and the Netherlands • > $1B in annual revenue • #33 on 2013 Internet Retailer 500 • Subsidiaries include Webs, Pagemodo and Albumprinter
  3. 3. Company Confidential Vistaprint © 2011
  4. 4. Company Confidential Vistaprint © 2011 @JeffEspo • Social Media Manager • Managing Social Media @Vistaprint since 2008 • Moved to current role with global marketing 2013 • Named 2013 Community Manager of Year by Oracle • Twitter: @jeffespo
  5. 5. Company Confidential Vistaprint © 2011 5 Social Media Alignment Marketing Content Marketing Customer Support Brand Global/ Regional Product Global/ Regional Site HR/ Recruiting Analytics/BI Lead Core Contribute Customer Insights
  6. 6. Company Confidential Vistaprint © 2011 Competitive Listening
  7. 7. Company Confidential Vistaprint © 2011 Competitive Listenting
  8. 8. Company Confidential Vistaprint © 2011 Listening to the Customer
  9. 9. Company Confidential Vistaprint © 2011 Listening to the Customer
  10. 10. Company Confidential Vistaprint © 2011
  11. 11. Company Confidential Vistaprint © 2011 We also look under the hood • Custom Audiences • Lookalike Audiences • Connection Analysis • Page Affinity • Facebook Consumption Device • Partner Categories
  12. 12. Company Confidential Vistaprint © 2011 We Like what the data tells us…
  13. 13. Company Confidential Vistaprint © 2011 No one likes untargeted or poorly targeted ads
  14. 14. Company Confidential Vistaprint © 2011 I’m not a mom
  15. 15. Company Confidential Vistaprint © 2011 I’m not 1st time homebuyer Not from India
  16. 16. Company Confidential Vistaprint © 2011 Not interested in cars
  17. 17. Company Confidential Vistaprint © 2011 Sorry my team broke their curse
  18. 18. Company Confidential Vistaprint © 2011 Entice me to buy You made me buy
  19. 19. Company Confidential Vistaprint © 2011 Listen to the data. Serve relevancy.
  20. 20. Company Confidential Vistaprint © 2011 Optimization • Efficient Being
  21. 21. Company Confidential Vistaprint © 2011 Optimizing • Content Marketing o Organic reach • Advertising o ROI • Customer Support o Acknowledgement; Open to Close Rates • Product Feedback Loop
  22. 22. Company Confidential Vistaprint © 2011 Any questions?

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