A Case Study in Social Media Measurement: Vistaprint

Joe Cothrel, Chief Community Officer, Lithium Jeff 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

0 5000 10000 15000 20000 25000 30000 35000

Fans/Followers 2009

Conversations 2009

Fans/Followers 2010

Conversations 2010

Basic Metrics

Facebook Twitter

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 - @jeffespo Joe - @cothrel