Vistaprint is an online printing company founded in 1994 that serves over 16 million customers annually through 25 localized websites. Jeff Espo has been Vistaprint's Social Media Manager since 2008 and helps align the company's marketing, customer support, and other departments through social listening and analyzing customer data from platforms like Facebook. The presentation emphasizes optimizing various areas like content marketing, advertising, and customer support based on insights gleaned from listening to customers and competitors online.

1. Listening & Acting Socially
Jeff Esposito
@jeffespo
June 13, 2014

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

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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

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Social Media Alignment
Marketing
Content
Marketing
Customer
Support
Brand
Global/
Regional
Product
Global/
Regional
Site
HR/
Recruiting
Analytics/BI
Lead
Core
Contribute
Customer
Insights

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Competitive Listening

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Competitive Listenting

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Listening to the Customer

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Listening to the Customer

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We also look under the hood
• Custom Audiences
• Lookalike Audiences
• Connection Analysis
• Page Affinity
• Facebook Consumption Device
• Partner Categories

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We Like what the data tells us…

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No one likes untargeted or poorly targeted ads

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I’m not a mom

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I’m not 1st time
homebuyer
Not from India

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Not interested in
cars

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Sorry my team broke their curse

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Entice me to buy
You made me buy

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Listen to the data. Serve relevancy.

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Optimization
• Efficient Being

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Optimizing
• Content Marketing
o Organic reach
• Advertising
o ROI
• Customer Support
o Acknowledgement; Open to Close Rates
• Product Feedback Loop

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Any
questions?