oms boston, vistaprint social media case study
DESCRIPTION
This presentation is of a social media case study on Vistaprint's Make an Impression Contest. The presenters are Harry Gold of Overdrive Interactive and Jeff Esposito of Vistaprint.TRANSCRIPT
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Jeff EspositoPublic Relations Manager
Vistaprint@JeffEspo
Harry GoldFounder and CEO
Overdrive Interactive@HarryJGold
Online Marketing SummitBoston | July 7, 2010
Vistaprint Case Study:
Leveraging Social Media
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About VistaprintVistaprint empowers over 8 million customers annually to
make an impressionCustomers include micro businesses and consumers
Launched first website in 2000Currently serve 120 countries with 22 localized sites
Ranked 36th on the Internet Retailer 500 ListYou may have heard of our viral free business card offer
To date, we’ve printed over 5 billion of these cards
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Social Media Marketing
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Document a PlanLeverage the Sites and Tools That Apply to You
• Strategy• Channel
creation• Profile
creation• Optimization• Distribution• Outreach• Networking• Maintenance• Compliance
• Monitoring• Measurement• Reporting• Analysis• Interpretation•
Recommendations
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Answer One Question
“Why would anyone want to be your friend?”
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Craft a Content and Conversation Strategy
Create and “bank” content your target audience cares about
ContentBank
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Source & Create Your Content Stream
Sources
• Company
• Employees
• Customers
• News/Media
• Blogs
• Social
• Vendors
• Marketing
• Advertising
• Government
• Events
Content Steam
Social/Viral Distribution• Posts/Comments• Blogs/Chatter• Search Engine Results• Media Pickup
Social Platform
• Tips/Best Practices
• Data/Research
• News/Announcements
• Offers/Promotions
• Products/Features
• Tweets/Updates/Posts
• Photos/Videos
• PDFs/Presentations
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Pushing Content Builds Links, Traffic & Leads
Social Media Marketing creates a never ending source of free site traffic and profiles by creating a permanent network of inbound links
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
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Lead/Actions
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
$
Social Link
Social LinkSocial Link
Social Link
Social Link
Social Link
Social Link
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Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Social Link
Tweets, Status Updates, Blog Posts, Videos, Events, Stats, News, Best Practices, Advice, Offers, Games, Apps, Etc.
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Upward Trend
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Universal Search
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Direct Mail
TV
Online Media
SEO
Events
Websites
Social Media Integration
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Social Channel Development
Social Media Platform
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Vistaprint Make An Impression Campaign
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Make An Impression Campaign Goals
Increase brand awareness in the micro-business communityBusinesses between 1-20 employees
Educate businesses on the importance of a proper first impression
Acquire new customers
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Make An Impression Campaign
TelevisionEmailOnline Display/bannersPublic relationsSocial Media
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Television
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Blog Promotion
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Banners
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Public Relations
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Role of Social in Integrated Campaign
Add viral octane to the Make An Impression campaignEnable social sharingTurn 1 paid impression into multiple viral impressions
Make lasting connections with consumersReward and acknowledge micro-business customers that
helped build Vistaprint to what it is todayAcquire new leads and customers
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Social Media Components
• Facebook• YouTube• Twitter• Blogger outreach campaign• Social contest micro-site
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Facebook and Fan Interaction
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YouTube
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Socially Enabled Contest Micro-Site
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Submit Your Business
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Business Profile
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Acceptance Email with Voting Link
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Anyone Can Enter
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Share The Contest
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Contest Sharing
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Triggered Email
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Tracking and Reporting
Contest entries and leadsDatabaseOpt-in email list
Social connectionsFriends, fans, followers
Engagement and reachTweets and Shares
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You Can Track Social Media ROI
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SocialEye Dashboard
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SocialEye Dashboard: Social Engagement Metrics
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SocialEye Dashboard: Social Site Traffic
Launch
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SocialEye Dashboard: Social Leads
Launch
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SocialEye Dashboard: Social Leads
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Thank You & Q&A
Please give Harry Gold your card for a copy of this deck or email:[email protected]