listening and acting socially
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Listening & Acting Socially
Jeff Esposito
@jeffespo
June 13, 2014
Company Confidential Vistaprint © 2011
@Vistaprint
• Founded in 1994 in Paris• Micro Business Owners primary customers• Service more than 16 million customers annually
o 25 localized websiteso Ship to over 130 countrieso Manufacturing in Australia, Canada, India, and the
Netherlands
• > $1B in annual revenue• #33 on 2013 Internet Retailer 500 • Subsidiaries include Webs, Pagemodo and Albumprinter
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
@JeffEspo• Social Media Manager• Managing Social Media
@Vistaprint since 2008• Moved to current role with global
marketing 2013• Named 2013 Community Manager
of Year by Oracle• Twitter: @jeffespo
Company Confidential Vistaprint © 2011 5
Social Media Alignment
Marketing
Content Marketing
Customer SupportBrand
Global/ Regional Product
Global/ Regional
Site
HR/RecruitingAnalytics/BI
Lead
Core
Contribute
Customer Insights
Company Confidential Vistaprint © 2011
Competitive Listening
Company Confidential Vistaprint © 2011
Competitive Listenting
Company Confidential Vistaprint © 2011
Listening to the Customer
Company Confidential Vistaprint © 2011
Listening to the Customer
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
We also look under the hood
• Custom Audiences• Lookalike Audiences• Connection Analysis• Page Affinity• Facebook Consumption Device• Partner Categories
Company Confidential Vistaprint © 2011
We Like what the data tells us…
Company Confidential Vistaprint © 2011
No one likes untargeted or poorly targeted ads
Company Confidential Vistaprint © 2011
I’m not a mom
Company Confidential Vistaprint © 2011
I’m not 1st time homebuyer
Not from India
Company Confidential Vistaprint © 2011
Not interested in cars
Company Confidential Vistaprint © 2011
Sorry my team broke their curse
Company Confidential Vistaprint © 2011
Entice me to buy
You made me buy
Company Confidential Vistaprint © 2011
Listen to the data. Serve relevancy.
Company Confidential Vistaprint © 2011
Optimization
• Efficient Being
Company Confidential Vistaprint © 2011
Optimizing• Content Marketing
o Organic reach
• Advertisingo ROI
• Customer Supporto Acknowledgement; Open to Close Rates
• Product Feedback Loop
Company Confidential Vistaprint © 2011
Any questions?
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