Social Media Full Strategy for Vista Print
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Document made for an interview for Vistaprint in 2013. Didn't get the job :(
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Social Media Full Strategy for Vista Print
- 1. VISTAPRINT European Social Media Strategy Option 1
- 3. NO, SOCIAL MEDIAS ARE NOT OVER 3
- 5. THIS ONLY MEAN : ENGAGEMENT IS THE KEY 5
- 7. 7
- 8. APPROPRIATE CONTENT MAKE ENGAGEMENT EASIER 8
- 10. 10
- 11. WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS http://www.pinterest.com/pin/98234835595217379/ 11
- 12. WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS 12
- 13. WE ARE IN COMPETITION 13
- 14. WE ARE IN COMPETITION family pictures Friends’ content Tv and Movies great moments ex-girlfriend holiday bikini pics cute, stupid, viral content Brand Content 14
- 15. WE ARE IN COMPETITION 15
- 16. SO HOW TO BE SURE TO BE SEEN ? 16
- 18. ADVERTISING 18
- 19. FIRST WE NEED A STRATEGY 19
- 20. LET’S DO A BIT OF INTROSPECTION 20
- 21. LET’S TAKE A LOOK AT UK FACEBOOK PAGE 21
- 22. I HAVE A GOOD NEWS : WE GOT A LOT OF FANS 22
- 23. DO THEY CARE ABOUT OUR CONTENT ? • Not really... • We got 48 000 fans • but only 175 people interacting about our content • but only 20 comments or likes for our best posts 23
- 24. DO THEY CARE ABOUT OUR COMPANY ? • Not really... 24
- 25. SO WHAT DO THEY CARE FOR ? • Their business/improving their business • Coupons • Making a better use of our products • Being entertained 25
- 26. THEY ARE FANS • Like others... but ours. 26
- 28. ANATOMY OF A MEETING 28
- 29. FIRST, YOU MAKE A FIRST IMPRESSION 29
- 30. THEN STARTS A DISCUSSION 30
- 31. THENYOU LEAVE A LAST IMPRESSION 31
- 32. HOW IMPORTANT IS A BUSINESS CARD ?VITAL. from American Psycho movie, novel by Bret Easton Ellis 32 Please read the video named « Business Card Scene » on the cd
- 33. THISVIDEO SHOWSTWO* THINGS • A business card shows who you are • It’s a social sign • it’s sometimes the only physical thing left from a meeting • it’s the only business accessory you always carry ! • A business card has a story to tell • You just don’t do business card • You design them • You take care of what you write • You keep them update, sometimes more than your website *in fact they’re a third thing : the guy who made the business cards for the movie don’t know how to spell acquisition 33
- 34. WHAT DO WE DO ? • We provide business cards at a good price to company/people who needs it • We provide small business and families way to print photos on various products 34
- 35. BUT MORETHANTHAT We help small companies in their business : we help make impression 35
- 36. WE ARE ONE OF A COMPANY FIRST NEED 36
- 37. WE ARE HERE FROM DAY ONE AND FOR THE REST OFTHEIR BUSINESS LIFE 37
- 38. WE ARE : • We are the company that help small business to have the same tools than big companies. ! • We are the company that provide models, help, prices, various products, to small companies and people ! • We are the company that provides the very first need small businesses got after finding their name and create their company. ! • We are there for small company from day one, and all along their growth. ! • We are the company that provides one of the most ancient business tool 38
- 39. We are not a supplier. We are a PARTNER. 39
- 40. SO OUR IDENTITY ON SOCIAL MEDIA SHOULD BE : BEING THE SMALL BUSINESSES’ PARTNER 40
- 41. AND SO GOES ON OUR CONTENT STRATEGY ON SOCIAL MEDIA : ACT LIKE A PARTNER 41
- 42. AND WHAT DO PARTNER’S DO ? 42
- 43. THEY HELP PARTNER’S BUSINESS IN ORDER TO HELP THEM GROW AND GROW WITHTHEM 43
- 44. SO WHAT DO WE DO ? 44
- 45. WHAT PHILOSOPHY SHOULD WE APPLY • Test’n’Learn • Social Medias are young, so are expert, no one got the truth, and it’s constantly evolving • Don’t miss the hit • You can do the Harlem Shake, if you understand its rules and if you’re in the first 10 companies to do it, otherwise you’re out of date. • Do, don’t redo • Half of the success of an operation is to be unique, and the first to do it. • Failure is part of the game, not the end of it • Trying to be unique and the first makes you sometimes fail until your next buzz • It’s a culture • Meme, Gifs,Tumblr, famous buzz, the web and social media have it own codes, rules and culture.You got to know them not to be rejected • Prepare the bad buzz • «Shit happens», sometimes you just don’t know why, or why now... • Fans are customers • Part of a fan base are customers, you got to have a politic about questions related to products, shipping, website issues... 45
- 46. FIRST :WHO ARE WETALKINGTO ? 46
- 47. ACCORDINGTO A FRENCH STATISTIC : 83% OF FANS ARE A BRAND CUSTOMER 47
- 48. SO WHAT DO WE DO ? • If fans are customers, creating a place they can comment, share and like, is part of a CRM program ! • If fans are customers they are interested in our products, use of it, and promotions ! • If fans are partners we got to help them improve their business and use of our products ! • As we are on social media we also got to inspire them ! • As we are on social media we also got to entertain them 48
- 49. WORKING ON CRM POLITIC • Having clear CRM Guidelines • Time to answer • First answer, final answer • Redirection to call center • Giving detailed and accurate answers • Build with CRM dpt ready-to-go answers • Stick to the CRM politic : what we tell and what we don’t 49
- 50. DAILY COMMUNITY MANAGEMENT • Small business Tips • VAT • Admin • Financial tips • Organization • Sales • Chat with... 50
- 51. DAILY COMMUNITY MANAGEMENT • Small business Tips • How to use social media 51
- 52. IMPROVETHEIR BUSINESS • Share your story • Fans tells how they improve their business • Showcase their company by showing their business cards • How to use our products in business view • Xmas present • Product launching • Goodies • Branding a mug can improve your business imagine millions of people in the street with a mug with your logo... 52
- 53. INSPIRATION • Business Card Stories • Analysis of a business card • What your color says from your company • Creative business cards 53
- 54. INSPIRATION • Business Quotes with a good design posted every monday morning to inspire people 54
- 55. INSPIRE BUSINESS PEOPLE • Creative ideas from all around the world • DIY 55
- 56. ENTERTAINMENT • A unique content made by and for Vistaprint • Photo content • Video content • Depending on budget and resources 56
- 57. ENTERTAINMENT • A unique content made by and for Vistaprint ! • One idea :You want to see a magic trick ?Yes ? As a lot of people... • We can hire and video capture a street magician doing tricks with our products. Like taking someone business card and make it appears on a blank mug... 57
- 58. PARTICIPATETO OUR BUSINESS GROWTH • New products • Having 50 000 fans is having 50 000 people interested in our product, and potential buyers. • It’s a classical case : Dell generate a lot of money by selling refurbish products viaTwitter. • Promotions for fans • Being a fan is not only clicking on a like button, we got to reward and give them a reason to be «fan». «Fan» mean being part of a community like a kind of VIP. • Coupons • People loves coupons and Facebook got a wonderful viral tool for it. 58
- 61. BUT DOYOU DO IT ? 61
- 62. MODERATE USE OF PINTEREST • If we are curating cool business cards on the internet, it takes only 2 seconds to pin it too • And we create the most amazing business card board • And it participates to our SEO 62
- 63. SPECIAL OPS • Playing withTwitter • Facebook App • Contests for email acquisition ! • Depending on budget and resources 63
- 64. ROI • Social Media don’t give instant ROI • But : • People leaving good comments • People making good reviews • Answering and helping customers • Driving traffic to the website • Having good e-reputation • All these participate to ROI 64
- 65. ROI 65
- 66. HOW CAN WE MESURE OUR SUCCESS ? • Data • Engagement rate • Fan base natural growth • Fan base free growth (friends of new fans acquired with ads) • SiteTraffic • Site Conversion / Sales • Words • Positive comments • Positive mentions • Good Profile • Having fans that are customers / prospect 66
- 67. GOING COMPLETELY SOCIAL • OnVistaprint’s websites. • offer to people to share their order after payment • incentive for becoming fans • In Sendings • with flyers «You’ve just received your order, you like it ? Share it ! #vistaprint» • with QR code on the boxes redirecting to a social network • In advertising 67
- 68. LOCALIZATION • Facebook got a tool for that, playing on vanity url, reserved to its best advertiser 68
- 69. LOCALIZATION • We’ll adapt depending on each country what works but also habits, posting scheduled… 69
- 70. CROSS CHANNEL EMPOWERED EACH CHANNEL In the study “The Cross Channel Customer Experience: Challenges, trends and gaps in customer expectations across 16 key economies” conducted in 16 countries, Ovum indicated that more than 90% of consumers have used several different communication channels to contact customer services. The adoption phenomenon is real. In contrast, less than 10% of companies are ready for cross- channel interactions … http://customercommunications.cincom.com/customer-communications-management/multi-channel-cross-channel/ 70
- 71. WHERE DO WE DO IT ? • Facebook • Twitter • Google Plus • Pinterest • Youtube • Blogs 71
- 72. YES BLOGS. • We also need blogs. • Why ? • To have a personal branded place to write in more than 140 letters • To work our SEO • To show our client or people who will come from Google, how a good partner we are 72
- 73. AND WHAT ABOUT PR ? • Social Medias are a wonderful PR Tool • PR can empower Social Media content • A strategy with the PR has to be put in place
- 76. PURPOSE 76
- 77. AND WHAT ABOUT MOBILE APPS ? 77
- 78. PHONES ARE SMART • Smartphone and tablets are now more popular than computer and allows to do almost all of our daily personal needs of a computer. • In emergent countries, it’s cheaper to have a smartphone with camera, internet and 32GO of hard drive, than having a computer. • Smartphone are e-commerce ready, so are people. • Printing photos took by mobile phone or available on Instagram or Facebook is becoming a common use • Some new services allow you to access your Facebook friends photos to edit a photobook for their birthday • Monthly subscription are trendy like Polabox or Piccolo.is • So developing or acquiring mobile apps for Vistaprint is a work that have to be done, first by offering basic services, then developing a smart and social way to use social media content andVistaprint products. 78
- 79. PHONES ARE SMART SO ARE WE ! You can buy anything at anytime from a smartphone, Why don’t we give people the option to create, order or re-order business cards from their smartphone ? 79
- 80. AND WHAT ABOUTTHE FUTURE ? 80
- 81. WE’LL SEE WHAT IS GOINGTO GET MAINSTREAM 81
- 82. AND WE’LL MAKE BUSINESS WITH IT 82
- 83. NICOLAS SOSNOWIEZ SOCIAL MEDIA-ONLINE MARKETING PHONE : 0033 (0)6 03 972 995 NICOLASSOSNOWIEZ@GMAIL.COM WWW.FACEBOOK.COM/SOSNOWIEZ TW/IG: @NICOLASSOSNO WWW.DEUXMAINSGAUCHES.COM !