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