measuring your social output

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

WHAT SHOULD YOU MEASURE?

Image: Tomi Tapio

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 Esposito@JeffEspoSlideshare.net/JeffespoJeffEsposito.com