the social customer - vistaprint case study

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

From “What’s Social?” to “Social Success”Vistaprint shares lessons on getting started, scaling and measuring everything

Jeff Esposito

Public Relations Manager

Vistaprint

@jeffespo

Jennifer Zeszut

Chief Social Strategist

Lithium Technologies

@jenniferland

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

VistaPrint

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

What is Vistaprint?

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 22 localized websites and ship to over 120 countries

Serve over 9M customers annually

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Sometimes it takes a forcing-function to “get social”.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Be ready to experiment (and make mistakes).

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Rules of Engagement

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

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Be a good listener. Your community will be your guide.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Once it’s working, you’re not done. Time to scale.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

One person can coordinate, but everyone needs to be rowing.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Social Media Lead

Communications

Product

HR

Marketing User Experience

Legal

Customer Service

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Measure everything.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Key metrics

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

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Monitor interaction, track over time

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Ideas are everywhere. Get them to your Marketing teams.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Watch your competition closely.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Get to know your social customer.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Who are your customers?

Demographics Gender Age Location

Favorite network? Facebook Twitter YouTube

Customer type New Repeat

Order frequency

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

The $ value of a social engagement is possible…and imperative.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Measuring success is not rocket science

Total ConversationsRevenue

Value of a Conversation

=

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

July August September

Bookings to SM Interactions

Interactions Bookings

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Don’t “sell” and the sales will come.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

You’ll never have enough people (no one does). Pick your battles.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Start small

Add services after you master one network

Think big, live realistically

Don’t try to be Superman

Don’t be afraid to ask for help

FEEL FREE TO USE ANOTHER IMAGE HERE

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

No customer left behind. Social helps keep customers in the sales cycle.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

It’s a virtuous circle. The more you engage, the more they engage, the happier we all are.

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

Sometimes it takes a forcing-function to “get social”. Be ready to experiment (and make mistakes). Ultimately, let your community be your guide. Once it’s kind of working, you’re not done. Time to scale. One person can coordinate, but everyone needs to be rowing. Measure everything. Ideas are everywhere. Watch your competition closely. Know the profile of a social media customer. The monetary value of a social engagement is possible…and imperative. Don’t “sell” and the sales will come. We don’t have enough people (no one does). Pick your battles. No customer left behind. Social keeps customers in the sales cycle. It’s a virtuous cycle. The more you engage, the more they engage, the happier

we all are.

Lessons from the Vistaprint Journey

#scvs Jeff Esposito @jeffespo Jennifer Zeszut @jenniferland

TO BE DELETED – QUESTION IDEAS FOR POST_SESSION Q&A

Jeff’s experience is that the social mandate started in PR and spread from there. Is that typical Jenny? What other ways can it happen?

Jeff, how far up does social awareness go at Vistaprint? Does the CEO know about social efforts and support it?

Jeff, Was Lithium Social Media Monitoring the first product you tried or was even that subject to trial and error? How did you make your decision? What was important to you as you shopped?

Where should my company get started in social media?