how vistaprint manages customer engagement
Post on 21-Oct-2014
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Bridget O'Brien (TRANSCRIPT
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]
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?