Build, engage and monetize a social media community

Build, engage and monetize your SM community

Bridget O’BrienVP, Brand, Communications & Content@BridgetMOBrien

So who is Vistaprint?

Listen…then Engage

Stage 1: actively listening to and engaging with customers/prospects

04/07/23 Company Confidential Vistaprint © 2011

04/07/23 Company Confidential Vistaprint © 2011

Optimization….

Step 2: Encouraging growth through Facebook tools/apps

Breaking down where Fans come from…

New fan drivers•Like Box & Like Button: 14,994•On page, news feed or ticker: 11,362•Ads: 1,923•Mobile: 374•3rd Party Apps: 276•Facebook recommendations: 281•Page browser: 167•Timeline: 170•Page likes another page: 79

• >110,000 fans• 2,000 new

fans per week.

• >12,000 followers• Averaging 200

new followers per week

• >350 subscribers• >350,000 views• .• .

• 260 members• 400 pieces of

content shared• .

Social Media Segmentation

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Social Media Segmentation

04/07/23 17

Our customers want it, need it60% regularly spend time looking for information on how to promote or advertise their small business

80% of Vistaprint customers spend more than 7 hours online per week

63% already belong to one online community

53% pass along small business stories or videos via social media channels

82% of customers consider customer testimonials somewhat or very important

86% indicated they would find customer stories or examples useful

63% said more educational material on the Vistaprint site would make purchasing easier

*Data taken from September 2011 Customer Council Survey

What About The $$$?

= Value of Conversation

Conversations are “leads”…

Value of Conversation Statistics:

• 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

• Facebook fans become marketing targets for special deals and advertisements

Spent: $1559.85Bookings: $278.78Fans acquired: 0

From Facebook Ad

to Vistaprint.com

Vs.

Acquiring a fan (“like”) to

Facebook landing page

Spent: $2310.00Bookings: $137.00

Fans acquired: 2,661

Results:

Results:

Direct to fans much more effective that targeting larger base with specific interests.

Spent: $458.32Bookings: $2464.28

Total Orders: 67AOV: $42

Results:Reach: 190,278

Clicks: 2,071Fans: 1,802CTR: 0.145%CPC: $0.45

Results:

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

Thank You. Questions? Oops, One Last Thing….We Are Hiring

Bridget O’BrienVP Brand, Communications & Content@BridgetMOBrien