Measuring your social output

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Jeff Esposito's presentation at the Social Commerce conference at Red Rock, Las Vegas - January 25, 2012

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  • 2,460 visits to blog4,666 page views3,132 new FB fans119,599 impressions on FBDriving 1,186 visits to blog
  • 2,460 visits to blog4,666 page views3,132 new FB fans119,599 impressions on FBDriving 1,186 visits to blog
  • Measuring your social output

    1. 1. MEASURING YOUR SOCIAL OUTPUTJeff EspositoManager Public Relations & Social Media, Vistaprint@Jeffespo
    2. 2. Image -http://www.addletters.com
    3. 3. SO 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. WHERE IT ALL STARTED
    7. 7. Conversations are “leads”…
    8. 8. …so measure their impact. Value of = Conversation
    9. 9. …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 channels
    10. 10. Community > 8,900 fans & followers1/25/2012
    11. 11. Over 9,000 interactions with customers1/25/201 Company Confidential Vistaprint © 20112
    12. 12. Over $30,000 in revenue1/25/201 Company Confidential Vistaprint © 20112
    13. 13. Image: Lady Vic
    14. 14. Metrics evolved • Conversation share o Total mentions/Overall industry mentions
    15. 15. Metrics evolved • 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%
    16. 16. Metrics evolved • 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 0.0
    17. 17. Metrics evolved
    18. 18. Metrics evolved… Facebook Insights – Overall Reach1200000010000000 8000000 Paid 6000000 Viral Organic 4000000 2000000 0 Oct.11 Nov.11 Dec.11 • Paid reach – impressions for fan page generated by ads • Organic reach – impressions generated by company posts to fan page • Viral reach – impressions to Vistaprint fan page created by users liking page, interacting with page content, sharing content or posting about Vistaprint
    19. 19. Metrics evolved… People Talking @Vistaprint30000250002000015000100005000 0 Oct.11 Nov.11 Dec.11 Content Partipants Content Producers • Content Participant – Any user who has liked or commented on a piece of content created by Vistaprint on Facebook • Content Producer – A user who has created a post on the Facebook fan page in a month
    20. 20. Metrics evolved… Facebook Insights – New Fans & Opt-Outs Opt-Out Rate New fan drivers •9.00% Like Box & Like Button: 14,9948.00% • On page, news feed or ticker: 11,3627.00% • Ads: 1,9236.00% • Mobile: 3745.00% • 3rd Party Apps: 2764.00% • Facebook recommendations: 2813.00% • Page browser: 1672.00% • Timeline: 1701.00% • Page likes another page: 790.00% Oct.11 Nov.11 Dec.11 • Admin invite: 10
    21. 21. SOCIAL REVENUE CY 2011 CY 2010CY 2009
    22. 22. WHERE WE ARE TODAY
    23. 23. • >110,000 fans • >12,000 followers • >350 subscribers • 260 members• 2,000 new • Averaging 200 • >350,000 views • 400 pieces of fans per week new followers • . content shared. per week • . • .
    24. 24. Vistaprint social media personas Super Fans Casual Fans Value Hunters• Highly motivated • Vistaprint • Looking for a better brand evangelists promoters or the best deal• Engage on regular • Offer Vistaprint as a • Often ask about specific deals that basis solution to social would increase• 10% volume connections purchase intent • 30% of monthly • 2% of monthly volume volume
    25. 25. Who are our social media personalities? Disenfranchised Prospects• Dissatisfied • 40% of social bookings come• Passionately talk about their from new customers negative experience with • Looking for validation of company company, product• 38% monthly volume quality, pricing, etc. from peers • 20% monthly volume
    26. 26. WHERE DO WE GO NOW?
    27. 27. Social Media Touch Points Brand Social Media Chair
    28. 28. WHAT SHOULD YOU MEASURE?Image: Tomi Tapio
    29. 29. Image: birddogger - Charlie Bird
    30. 30. GOALS -METRICS• Audience: fans/followers• Comments: number of comments generated by posts• Community: overall growth of community members• Customer Interactions: total number of monthly social conversations with customers• Mindshare: percentage of buzz compared to competitors• Sales: revenue tied to promotions run via social media
    31. 31. Questions?
    32. 32. Thank You.Jeff Esposito@JeffEspoSlideshare.net/JeffespoJeffEsposito.com

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