This presentation was given to Ari Herzog's Social Media class on 2.23.11

1. From “What’s Social?” to “Social Success” Jeff Esposito, PR Manager; @Jeffespo

2. What is Vistaprint? 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 120 countries Serve over 9M customers annually Jeff Esposito, PR Manager; @Jeffespo

3. Sometimes it takes a forcing-function to “get social”. Jeff Esposito, PR Manager; @Jeffespo

4. Be ready to experiment (and make mistakes). Jeff Esposito, PR Manager; @Jeffespo

5. 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 Jeff Esposito, PR Manager; @Jeffespo

6. Be a good listener. Your community will be your guide. Jeff Esposito, PR Manager; @Jeffespo

7. Jeff Esposito, PR Manager; @Jeffespo

8. Once it’s working, you’re not done. Time to scale. Jeff Esposito, PR Manager; @Jeffespo

9. Jeff Esposito, PR Manager; @Jeffespo

10. One person can coordinate, but everyone needs to be rowing. Jeff Esposito, PR Manager; @Jeffespo

11. Jeff Esposito, PR Manager; @Jeffespo

12. Measure everything. Jeff Esposito, PR Manager; @Jeffespo

13. Key metrics 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 Jeff Esposito, PR Manager; @Jeffespo

14. Monitor interaction, track over time Jeff Esposito, PR Manager; @Jeffespo

15. Ideas are everywhere. Get them to your Marketing teams. Jeff Esposito, PR Manager; @Jeffeso

16. Watch your competition closely. Jeff Esposito, PR Manager; @Jeffeso

17. Jeff Esposito, PR Manager; @Jeffeso

18. Get to know your social customer. Jeff Esposito, PR Manager; @Jeffespo

19. Who are your customers? Demographics Gender Age Location Favorite network? Facebook Twitter YouTube Customer type New Repeat Order frequency Jeff Esposito, PR Manager; @Jeffeso

20. The $ value of a social engagement is possible…and imperative. Jeff Esposito, PR Manager; @Jeffeso

21. Measuring success is not rocket science Total Conversations Revenue Value of a Conversation = Jeff Esposito, PR Manager; @Jeffeso

22. Jeff Esposito, PR Manager; @Jeffespo

23. Don’t “sell” and the sales will come. Jeff Esposito, PR Manager; @Jeffespo

24. You’ll never have enough people (no one does). Pick your battles. Jeff Esposito, PR Manager; @Jeffespo

25. Start small Add services after you master one network Think big, live realistically Don’t try to be Superman Don’t be afraid to ask for help Jeff Esposito, PR Manager; @Jeffespo

26. No customer left behind. Social helps keep customers in the sales cycle. Jeff Esposito, PR Manager; @Jeffespo

27. It’s a virtuous circle. The more you engage, the more they engage, the happier we all are. Jeff Esposito, PR Manager; @Jeffeso

28. Lessons from the Vistaprint Journey Sometimes it takes a forcing-function to “get social”. Be ready to experiment (and make mistakes). Ultimately, let your community be your guide. Once it’s kind of working, you’re not done. Time to scale. One person can coordinate, but everyone needs to be rowing. Measure everything. Ideas are everywhere. Watch your competition closely. Know the profile of a social media customer. The monetary value of a social engagement is possible…and imperative. Don’t “sell” and the sales will come. We don’t have enough people (no one does). Pick your battles. No customer left behind. Social keeps customers in the sales cycle. It’s a virtuous cycle. The more you engage, the more they engage, the happier we all are. Jeff Esposito, PR Manager; @Jeffespo