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Jeff Esposito's presentation at the Social Commerce conference at Red Rock, Las Vegas - January 25, 2012
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MEASURING YOUR SOCIAL OUTPUT
Jeff EspositoManager Public Relations & Social Media, Vistaprint@Jeffespo
How many of you consider yourselves an
eRetailer?
Image -http://www.addletters.com
SO WHO IS VISTAPRINT?
So how do we acquire, on average, 1.6M customers each quarter?
Give business cards away for FREE.
WHERE IT ALL STARTED
Conversations are “leads”…
…so measure their impact.
= Value of Conversation
…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
04/12/2023
Company Confidential Vistaprint © 2011
Community > 8,900 fans & followers
04/12/2023
Company Confidential Vistaprint © 2011
Over 9,000 interactions with customers
04/12/2023
Company Confidential Vistaprint © 2011
Over $30,000 in revenue
Image: Lady Vic
Metrics evolved
• Conversation shareo Total mentions/Overall industry mentions
Metrics evolved
• Net Promoter Score (NPS)o (Positive mentions + neutral mentions) –
negative mentions/ Overall mentions
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%8.0%
7.1%
0.4% 0.0% 0.0% 0.0% 0.0% 0.0%
1.6%
0.4%
1.8%
NPS for Vistaprint and Competitors
• Social Influence Marketing Score (SIM)o NPS x conversation share x 1,000
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.011.9
0.7 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.51.6 1.6
SIM Score for Vistaprint and Competitors
Metrics evolved
Metrics evolved
Metrics evolved… Facebook Insights – Overall Reach
Oct.11 Nov.11 Dec.110
2000000
4000000
6000000
8000000
10000000
12000000
PaidViralOrganic
• Paid reach – impressions for fan page generated by ads• Organic reach – impressions generated by company posts to fan page• Viral reach – impressions to Vistaprint fan page created by users liking page,
interacting with page content, sharing content or posting about Vistaprint
Metrics evolved… People Talking @Vistaprint
• Content Participant – Any user who has liked or commented on a piece of content created by Vistaprint on Facebook
• Content Producer – A user who has created a post on the Facebook fan page in a month
Oct.11 Nov.11 Dec.110
5000
10000
15000
20000
25000
30000
Content Partipants Content Producers
Metrics evolved… Facebook Insights – New Fans & Opt-Outs
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• Admin invite: 10
Oct.11 Nov.11 Dec.110.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Opt-Out Rate
SOCIAL REVENUE
CY 2009
CY 2010
CY 2011
WHERE WE ARE TODAY
• >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• .
Vistaprint social media personas
Super Fans• Highly
motivated brand evangelists
• Engage on regular basis
• 10% volume
Casual Fans• Vistaprint
promoters• Offer Vistaprint
as a solution to social connections
• 30% of monthly volume
Value Hunters• Looking for a
better or the best deal
• Often ask about specific deals that would increase purchase intent
• 2% of monthly volume
Who are our social media personalities?
Disenfranchised• Dissatisfied• Passionately talk about
their negative experience with company
• 38% monthly volume
Prospects• 40% of social bookings
come from new customers• Looking for validation of
company, product quality, pricing, etc. from peers
• 20% monthly volume
WHERE DO WE GO NOW?
Social Media Chair
ACQ
Analytics
APAC/EU
Brand
Capabilities
Community
Crisis Comms
DSSLegal
PR
Product
PROSPR
QA
R&D
Recruiting
Retention
UX
Social Media Touch Points
Image: birddogger - Charlie Bird
GOALS -METRICS
• Audience: fans/followers • Comments: number of comments generated by posts• Community: overall growth of community members• Customer Interactions: total number of monthly
social conversations with customers• Mindshare: percentage of buzz compared to
competitors• Sales: revenue tied to promotions run via social
media
Questions?
Thank You.
Jeff [email protected]/JeffespoJeffEsposito.com