how vistaprint manages customer engagement

11/5/2011 Company Confidential Vistaprint © 2011

Leveraging Social Media to Keep Customers in the Sales Cycle Bridget O’Brien Vice President, Brand, Communications & Content Vistaprint @BridgetMOBrien bobrien@vistaprint.com

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

HUMBLE BEGINNINGS

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

• >88,000 fans • 2,000 new

fans per week .

• >10,000 followers • Averaging 40

new followers per week

• 250 subscribers • 120,000 views • . • .

• 260 members • 400 pieces of

content shared • .

11/5/2011 Company Confidential Vistaprint © 2011

4000 Conversations Per Month Co-Tweet; Lithium; Sword Ciboodle; SAS

• .

11/5/2011 Company Confidential Vistaprint © 2011

Social Media Personas

The Super Fans

• Highly motivated brand evangelists

• Engage with Vistaprint and community on regular basis

• Passionately defend company to detractors

The Casual Fans

• Not quite a super fan in passion for Vistaprint but are promoters

• Offer Vistaprint as a solution to social connections looking for a vendor for marketing materials

The Value Hunters

• Looking for a better or the best deal at Vistaprint

• Often ask about specific deals that would increase their likelihood to purchase

11/5/2011

Social Media Personas

The Disenfranchised

• Dissatisfied with Vistaprint

• Passionately talk about their negative experience with the company or their experiences with us

• Looking for an outlet, usually to rectify an issue or problem

The Prospects

• Large percent of social bookings come from new customers

• Looking for validation of company, product quality, pricing, etc. from peers

• Queries often pertain to specific product

11/5/2011

11/5/2011

Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

MEASURING THE VALUE

11/5/2011 Company Confidential Vistaprint © 2011

Conversations are “leads”…

11/5/2011 Company Confidential Vistaprint © 2011

…so measure their impact.

= Value of Conversation

11/5/2011 Company Confidential Vistaprint © 2011

…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

…so measure their impact.

11/5/2011 Company Confidential Vistaprint © 2011

Value of Conversation (Social Metrics):

• Conversation share o Total mentions/Overall industry mentions

15% 1%

13%

4%

1% 0%

1% 0% 14%

3%

39%

9% Vistaprint

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitir 5

Competitor 6

…so measure their impact.

11/5/2011 Company Confidential Vistaprint © 2011

Value of Conversation (Social Metrics):

• Net Promoter Score (NPS) o (Positive mentions + neutral mentions) –

negative mentions/ Overall mentions

8.0%

7.1%

0.4% 0.0% 0.0% 0.0% 0.0% 0.0%

1.6%

0.4%

1.8%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

NPS for Vistaprint and Competitors

…so measure their impact.

11/5/2011 Company Confidential Vistaprint © 2011

Value of Conversation (Social Metrics):

• Social Influence Marketing Score (SIM) o NPS x conversation share x 1,000

11.9

0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5 1.6 1.6

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

SIM Score for Vistaprint and Competitors

Leveraging Likes for BI

• Analyzing who took offer

– What kind of customer are they?

– How are we reaching them?

– What is the social value?

• Setting value to these customer & devoting additional spend/resources

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

KEEPING CUSTOMERS ENGAGED

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011

Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

Craaaaazzzyy good deal 4 my fans! 250 free business cards @ www.vistaprint.com/kim

Put super cute pics of Mase on my new calendar. Get ur own for free http://www.vistaprint.com/KimK

11/5/2011 Company Confidential Vistaprint © 2011

11/5/2011 Company Confidential Vistaprint © 2011

WHERE DO WE GO FROM HERE?

11/5/2011 Company Confidential Vistaprint © 2011

Social Media

Hub

Brand

Driving Further Integration

Identify social media

ambassadors across the

company

Explore embedding social

media content into display

advertising efforts--Flite

Leveraging Extol’s Refer a

Friend in a more meaningful

way

More robust analytics

Developing a robust Content

strategy

And the list goes on…….

11/5/2011

Company Confidential Vistaprint © 2011

Thank You. Are there any questions?