14. …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
24. Metrics evolved… Facebook Insights – Overall Reach
12000000
10000000
8000000
Paid
6000000
Viral
Organic
4000000
2000000
0
Oct.11 Nov.11 Dec.11
• 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
25. Metrics evolved… People Talking @Vistaprint
30000
25000
20000
15000
10000
5000
0
Oct.11 Nov.11 Dec.11
Content Partipants Content Producers
• 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
26. Metrics evolved… Facebook Insights – New Fans & Opt-Outs
Opt-Out Rate New fan drivers
•
9.00%
Like Box & Like Button: 14,994
8.00%
• On page, news feed or ticker: 11,362
7.00%
• Ads: 1,923
6.00%
• Mobile: 374
5.00%
• 3rd Party Apps: 276
4.00%
• Facebook recommendations: 281
3.00%
• Page browser: 167
2.00%
• Timeline: 170
1.00%
• Page likes another page: 79
0.00%
Oct.11 Nov.11 Dec.11 • Admin invite: 10
30. • >110,000 fans • >12,000 followers • >350 subscribers • 260 members
• 2,000 new • Averaging 200 • >350,000 views • 400 pieces of
fans per week new followers • . content shared
. per week • . • .
31. Vistaprint social media personas
Super Fans Casual Fans Value Hunters
• Highly motivated • Vistaprint • Looking for a better
brand evangelists promoters or the best deal
• Engage on regular • Offer Vistaprint as a • Often ask about
specific deals that
basis solution to social would increase
• 10% volume connections purchase intent
• 30% of monthly • 2% of monthly
volume volume
32. Who are our social media
personalities?
Disenfranchised Prospects
• Dissatisfied • 40% of social bookings come
• Passionately talk about their from new customers
negative experience with • Looking for validation of
company company, product
• 38% monthly volume quality, pricing, etc. from peers
• 20% monthly volume
39. 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