Social Media ROI Case Study

A Case Study in Social Media Measurement: Vistaprint

Jeff EspositoManager PR & Social MediaVistaprint@JeffEspo

Paul GillihamDirector Customer MarketingLithium@BladeFrog

Agenda• Beginning of the road• Vision & Roadmap• Initial Measures• Metrics Evolved• What Should you be Tracking?• Questions

• 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 120

countries• Serve over 9M customers annually

Getting Started

Learn

Respond

Listen

• 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

What do you measure?

• Fans & Followers• Conversations• Revenue• Sentiment

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

Fans/Followers 2009

Conversations 2009

Fans/Followers 2010

Conversations 2010

0 5000 10000 15000 20000 25000 30000 35000

Basic Metrics

Facebook Twitter

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

What should you measure?

• What are your KPIs for success?• Audience– Fans/Followers

• Grow business– New leads– Sales from social channels

• Traffic– Site visits, people coming in after social

interactions

Questions?