Bridget O'Brien (

1. Leveraging Social Media to Keep
Customers in the Sales Cycle
Bridget O’Brien
Vice President, Brand, Communications & Content
Vistaprint
@BridgetMOBrien
bobrien@vistaprint.com
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4. HUMBLE BEGINNINGS
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7. • >88,000 fans • >10,000 followers • 250 subscribers • 260 members
• 2,000 new • Averaging 40 • 120,000 views • 400 pieces of
fans per week new followers • . content shared
. per week • . • .
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8. 4000 Conversations Per Month
Co-Tweet; Lithium; Sword Ciboodle; SAS
• .
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9. Social Media Personas
The Super Fans The Casual Fans The Value Hunters
• Highly motivated brand • Not quite a super fan in • Looking for a better or the
evangelists passion for Vistaprint but best deal at Vistaprint
• Engage with Vistaprint and are promoters • Often ask about specific
community on regular • Offer Vistaprint as a deals that would increase
basis solution to social their likelihood to
• Passionately defend connections looking for a purchase
company to detractors vendor for marketing
materials
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10. Social Media Personas
The Disenfranchised The Prospects
• Dissatisfied with Vistaprint • Large percent of social bookings come from
• Passionately talk about their negative new customers
experience with the company or their • Looking for validation of company, product
experiences with us quality, pricing, etc. from peers
• Looking for an outlet, usually to rectify an • Queries often pertain to specific product
issue or problem
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12. MEASURING THE VALUE
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13. Conversations are “leads”…
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14. …so measure their impact.
Value of
= Conversation
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15. …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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16. …so measure their impact.
Value of Conversation (Social Metrics):
• Conversation share
o Total mentions/Overall industry mentions
Vistaprint
9% 15% 1% Competitor 1
Competitor 2
13% Competitor 3
39% 4%
Competitor 4
1%
14% 0% Competitir 5
0%
1% Competitor 6
3%
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17. …so measure their impact.
Value of Conversation (Social Metrics):
• Net Promoter Score (NPS)
o (Positive mentions + neutral mentions) –
negative mentions/ Overall mentions
NPS for Vistaprint and Competitors
9.0%
8.0%
8.0% 7.1%
7.0%
6.0%
5.0%
4.0%
3.0%
1.6% 1.8%
2.0%
1.0% 0.4% 0.4%
0.0% 0.0% 0.0% 0.0% 0.0%
0.0%
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18. …so measure their impact.
Value of Conversation (Social Metrics):
• Social Influence Marketing Score (SIM)
o NPS x conversation share x 1,000
SIM Score for Vistaprint and Competitors
14.0
11.9
12.0
10.0
8.0
6.0
4.0
1.6 1.6
2.0 0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.5
0.0
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19. 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
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20. KEEPING CUSTOMERS
ENGAGED
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31. 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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33. WHERE DO WE GO
FROM HERE?
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34. Driving Further Integration
Identify social media
ambassadors across the
company
Explore embedding social
Brand
media content into display
advertising efforts--Flite Social
Media
Leveraging Extol’s Refer a Hub
Friend in a more meaningful
way
More robust analytics
Developing a robust Content
strategy
And the list goes on…….
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35. Thank You.
Are there any questions?
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