This case study explores Vistaprint's approach to social media measurement, highlighting the evolution of their metrics and the impact on business outcomes. Key performance indicators include audience engagement, revenue generation, and overall social influence, with a focus on listening and responding to customer interactions. The document emphasizes the importance of aligning social media efforts with business goals and effectively measuring success.

1. A Case Study in Social Media Measurement: Vistaprint Joe Cothrel, Chief Community Officer, Lithium Jeff Esposito, Public Relations & Social Media Manager, Vistaprint

2. Agenda Beginning of the road Vision & Roadmap Initial Measures Metrics Evolved What Should you be Tracking? Questions

3. Vistaprint: Some Background

4. Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home Micro business = business with 1-10 employees Founded in 1995 Operate 24 localized websites and ship to over 130 countries Serve over 11M customers annually

5. Vistaprint: Pre Social

6. Forcing Factor

9. BOTTOM LINE: Business is still Business

10. First Year Grades Fans & Followers Building your Audience Conversations Volume of engagement Revenue Did this lead to sales?

11. First Year Grades Fans & Followers Twitter – 3,435 followers Facebook – 5,513 fans Conversations 9,224 1:1 interactions on Twitter alone Revenue >$30,000 ~ $25,000 via Twitter

12. What a difference a year makes

13. Evolving the Measurement

14. Metrics Evolved Conversation share Total mentions/Overall industry mentions Net Promoter Score (NPS) (Positive mentions + neutral mentions) – negative mentions/ Overall mentions Social Influence Marketing Score (SIM) NPS x conversation share x 1,000 Revenue Value of an interaction Competitive trends Trending Topics

15. Overall Mentions Share of Voice

18. What should you measure? What are your KPIs for success? Audience Fans/Followers Grow business New leads Sales from social channels Traffic Site visits, referrals from social interactions

19. Listen before acting Identify who you are Always be truthful If you don’t know an answer find one – don’t make something up Be professional Show sincerity Care about the customers Clearly state hours page/account is monitored Never belittle customers Don’t get baited into a shouting match Admit if you’ve made a mistake or misspoke Work with customer service to resolve order issues Take the good with the bad Don’t take anything personally You are responding on behalf of Vistaprint not yourself Rules of Engagement

20. Summary Understand your business goals Understand your customers’ needs Set rules of engagement Be rigorous on your measurement Choose the right tools for the job

21. Questions? Jeff - @jeffespo Joe - @cothrel