oms boston, vistaprint social media case study
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Jeff EspositoPublic Relations Manager
Vistaprint@JeffEspo
Harry GoldFounder and CEO
Overdrive Interactive@HarryJGold
Online Marketing SummitBoston | July 7, 2010
Vistaprint Case Study:
Leveraging Social Media
About VistaprintVistaprint empowers over 8 million customers annually to
make an impressionCustomers include micro businesses and consumers
Launched first website in 2000Currently serve 120 countries with 22 localized sites
Ranked 36th on the Internet Retailer 500 ListYou may have heard of our viral free business card offer
To date, we’ve printed over 5 billion of these cards
.
Social Media Marketing
Document a PlanLeverage the Sites and Tools That Apply to You
• Strategy• Channel
creation• Profile
creation• Optimization• Distribution• Outreach• Networking• Maintenance• Compliance
• Monitoring• Measurement• Reporting• Analysis• Interpretation•
Recommendations
Answer One Question
“Why would anyone want to be your friend?”
Craft a Content and Conversation Strategy
Create and “bank” content your target audience cares about
ContentBank
Source & Create Your Content Stream
Sources
• Company
• Employees
• Customers
• News/Media
• Blogs
• Social
• Vendors
• Marketing
• Advertising
• Government
• Events
Content Steam
Social/Viral Distribution• Posts/Comments• Blogs/Chatter• Search Engine Results• Media Pickup
Social Platform
• Tips/Best Practices
• Data/Research
• News/Announcements
• Offers/Promotions
• Products/Features
• Tweets/Updates/Posts
• Photos/Videos
• PDFs/Presentations
Pushing Content Builds Links, Traffic & Leads
Social Media Marketing creates a never ending source of free site traffic and profiles by creating a permanent network of inbound links
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Lead/Actions
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
$
Social Link
Social LinkSocial Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Tweets, Status Updates, Blog Posts, Videos, Events, Stats, News, Best Practices, Advice, Offers, Games, Apps, Etc.
Upward Trend
Universal Search
Direct Mail
TV
Online Media
SEO
Events
Websites
Social Media Integration
Social Channel Development
Social Media Platform
.
Vistaprint Make An Impression Campaign
Make An Impression Campaign Goals
Increase brand awareness in the micro-business communityBusinesses between 1-20 employees
Educate businesses on the importance of a proper first impression
Acquire new customers
Make An Impression Campaign
TelevisionEmailOnline Display/bannersPublic relationsSocial Media
Television
Blog Promotion
Banners
Public Relations
Role of Social in Integrated Campaign
Add viral octane to the Make An Impression campaignEnable social sharingTurn 1 paid impression into multiple viral impressions
Make lasting connections with consumersReward and acknowledge micro-business customers that
helped build Vistaprint to what it is todayAcquire new leads and customers
Social Media Components
• Facebook• YouTube• Twitter• Blogger outreach campaign• Social contest micro-site
Facebook and Fan Interaction
YouTube
Socially Enabled Contest Micro-Site
Submit Your Business
Business Profile
Acceptance Email with Voting Link
Anyone Can Enter
Share The Contest
Contest Sharing
Triggered Email
Tracking and Reporting
Contest entries and leadsDatabaseOpt-in email list
Social connectionsFriends, fans, followers
Engagement and reachTweets and Shares
.
You Can Track Social Media ROI
SocialEye Dashboard
SocialEye Dashboard: Social Engagement Metrics
SocialEye Dashboard: Social Site Traffic
Launch
SocialEye Dashboard: Social Leads
Launch
SocialEye Dashboard: Social Leads
.
Thank You & Q&A
Please give Harry Gold your card for a copy of this deck or email:hgold@overdriveinteractive.com
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