how vistaprint manages customer engagement

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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 [email protected]

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Page 1: 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 [email protected]

Page 2: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

Page 3: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

Page 4: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

HUMBLE BEGINNINGS

Page 5: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

Page 6: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

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• >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

Page 8: How Vistaprint Manages Customer Engagement

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

• .

11/5/2011 Company Confidential Vistaprint © 2011

Page 9: How Vistaprint Manages Customer Engagement

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

Page 10: How Vistaprint Manages Customer Engagement

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

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11/5/2011

Company Confidential Vistaprint © 2011

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11/5/2011 Company Confidential Vistaprint © 2011

MEASURING THE VALUE

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11/5/2011 Company Confidential Vistaprint © 2011

Conversations are “leads”…

Page 14: How Vistaprint Manages Customer Engagement

11/5/2011 Company Confidential Vistaprint © 2011

…so measure their impact.

= Value of Conversation

Page 15: How Vistaprint Manages Customer Engagement

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

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…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

Page 17: How Vistaprint Manages Customer Engagement

…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

Page 18: How Vistaprint Manages Customer Engagement

…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

Page 19: How Vistaprint Manages Customer Engagement

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

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11/5/2011 Company Confidential Vistaprint © 2011

KEEPING CUSTOMERS ENGAGED

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11/5/2011 Company Confidential Vistaprint © 2011

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11/5/2011 Company Confidential Vistaprint © 2011

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11/5/2011

Company Confidential Vistaprint © 2011

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11/5/2011 Company Confidential Vistaprint © 2011

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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

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11/5/2011 Company Confidential Vistaprint © 2011

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11/5/2011 Company Confidential Vistaprint © 2011

WHERE DO WE GO FROM HERE?

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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…….

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11/5/2011

Company Confidential Vistaprint © 2011

Thank You. Are there any questions?