Measuring your social output
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MEASURING YOUR SOCIAL OUTPUT
Jeff EspositoManager Public Relations & Social Media, Vistaprint@Jeffespo
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How many of you consider yourselves an
eRetailer?
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SO WHO IS VISTAPRINT?
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So how do we acquire, on average, 1.6M customers each quarter?
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Give business cards away for FREE.
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WHERE IT ALL STARTED
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Conversations are “leads”…
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…so measure their impact.
= Value of Conversation
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…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
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04/12/2023
Company Confidential Vistaprint © 2011
Community > 8,900 fans & followers
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04/12/2023
Company Confidential Vistaprint © 2011
Over 9,000 interactions with customers
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04/12/2023
Company Confidential Vistaprint © 2011
Over $30,000 in revenue
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Metrics evolved
• Conversation shareo Total mentions/Overall industry mentions
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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
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• 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
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Metrics evolved
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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
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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
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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
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SOCIAL REVENUE
CY 2009
CY 2010
CY 2011
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WHERE WE ARE TODAY
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• >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• .
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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
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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
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WHERE DO WE GO NOW?
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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
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Image: birddogger - Charlie Bird
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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
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Questions?