A Case Study in Social Media Measurement: Vistaprint

A Case Study in Social Media Measurement: Vistaprint

Joe Cothrel, Chief Community Officer, LithiumJeff Esposito, Public Relations & Social Media

Manager, Vistaprint

Agenda• Beginning of the road

• Vision & Roadmap

• Initial Measures

• Metrics Evolved

• What Should you be Tracking?

• Questions

Vistaprint: Some Background

• Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home

• Micro business = business with 1-10 employees• Founded in 1995• Operate 24 localized websites and ship to over 130

countries• Serve over 11M customers annually

Vistaprint: Pre Social

Forcing Factor

BOTTOM LINE:Business is still Business

First Year Grades• Fans & Followers• Building your Audience

• Conversations• Volume of engagement

• Revenue• Did this lead to sales?

First Year Grades• Fans & Followers• Twitter – 3,435 followers

• Facebook – 5,513 fans

• Conversations• 9,224 1:1 interactions on Twitter alone

• Revenue• >$30,000 • ~ $25,000 via Twitter

What a difference a year makes

Evolving the Measurement

Metrics Evolved• Conversation share

– Total mentions/Overall industry mentions

• Net Promoter Score (NPS)

– (Positive mentions + neutral mentions) – negative mentions/ Overall mentions

• Social Influence Marketing Score (SIM)

– NPS x conversation share x 1,000

• Revenue

– Value of an interaction

• Competitive trends

• Trending Topics

Overall Mentions Share of Voice

What should you measure?• What are your KPIs for success?

• Audience• Fans/Followers

• Grow business• New leads

• Sales from social channels

• Traffic• Site visits, referrals from social interactions

• Listen before acting

• Identify who you are

• Always be truthful

• If you don’t know an answer find one – don’t make something up

• Be professional

• Show sincerity

• Care about the customers

• Clearly state hours page/account is monitored

•Never belittle customers•Don’t get baited into a

shouting match•Admit if you’ve made a

mistake or misspoke•Work with customer service

to resolve order issues• Take the good with the bad•Don’t take anything

personally• You are responding on

behalf of Vistaprint not yourself

Rules of Engagement

Summary

• Understand your business goals

• Understand your customers’ needs

• Set rules of engagement

• Be rigorous on your measurement

• Choose the right tools for the job

Questions?

Jeff - @jeffespoJoe - @cothrel