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Build, engage and monetize a social media community

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Build, engage and monetize your SM community Bridget O’Brien VP, Brand, Communications & Content @BridgetMOBrien
So who is Vistaprint?
 
 
Listen…then Engage
Stage 1: actively listening to and engaging with customers/prospects
 
02/02/12 Company Confidential Vistaprint © 2011
02/02/12 Company Confidential Vistaprint © 2011
 
 
Optimization….
Step 2: Encouraging growth through Facebook tools/apps
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Breaking down where Fans come from…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Segmentation
Social Media Segmentation 02/02/12
Our customers want it, need it *Data taken from September 2011 Customer Council Survey 60% regularly spend time looking for information on how to promote or advertise their small business 80% of Vistaprint customers spend more than 7 hours online per week 63% already belong to one online community 53% pass along small business stories or videos via social media channels 82% of customers consider customer testimonials somewhat or very important 86% indicated they would find customer stories or examples useful 63% said more educational material on the Vistaprint site would make purchasing easier
What About The $$$?
= Value of Conversation
Conversations are “leads”…
[object Object],[object Object],[object Object],[object Object]
Spent: $1559.85 Bookings: $278.78 Fans acquired: 0 From Facebook Ad to Vistaprint.com Vs. Acquiring a fan (“like”) to Facebook landing page Spent: $2310.00 Bookings: $137.00 Fans acquired: 2,661 Results: Results:
Direct to fans much more effective that targeting larger base with specific interests. Spent: $458.32 Bookings: $2464.28 Total Orders: 67 AOV: $42 Results: Reach: 190,278 Clicks: 2,071 Fans: 1,802 CTR: 0.145% CPC: $0.45 Results:
Craaaaazzzyy good deal 4 my fans! 250 free business cards @  www.vistaprint.com/kim Put super cute pics of Mase on my new calendar. Get ur own for free  http://www.vistaprint.com/KimK
Thank You. Questions? Oops, One Last Thing….We Are Hiring  Bridget O’Brien VP Brand, Communications & Content @BridgetMOBrien

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Build, engage and monetize a social media community

  • 1. Build, engage and monetize your SM community Bridget O’Brien VP, Brand, Communications & Content @BridgetMOBrien
  • 2. So who is Vistaprint?
  • 3.  
  • 4.  
  • 6. Stage 1: actively listening to and engaging with customers/prospects
  • 7.  
  • 8. 02/02/12 Company Confidential Vistaprint © 2011
  • 9. 02/02/12 Company Confidential Vistaprint © 2011
  • 10.  
  • 11.  
  • 13. Step 2: Encouraging growth through Facebook tools/apps
  • 14.
  • 15.
  • 18. Our customers want it, need it *Data taken from September 2011 Customer Council Survey 60% regularly spend time looking for information on how to promote or advertise their small business 80% of Vistaprint customers spend more than 7 hours online per week 63% already belong to one online community 53% pass along small business stories or videos via social media channels 82% of customers consider customer testimonials somewhat or very important 86% indicated they would find customer stories or examples useful 63% said more educational material on the Vistaprint site would make purchasing easier
  • 20. = Value of Conversation
  • 22.
  • 23. Spent: $1559.85 Bookings: $278.78 Fans acquired: 0 From Facebook Ad to Vistaprint.com Vs. Acquiring a fan (“like”) to Facebook landing page Spent: $2310.00 Bookings: $137.00 Fans acquired: 2,661 Results: Results:
  • 24. Direct to fans much more effective that targeting larger base with specific interests. Spent: $458.32 Bookings: $2464.28 Total Orders: 67 AOV: $42 Results: Reach: 190,278 Clicks: 2,071 Fans: 1,802 CTR: 0.145% CPC: $0.45 Results:
  • 25. Craaaaazzzyy good deal 4 my fans! 250 free business cards @  www.vistaprint.com/kim Put super cute pics of Mase on my new calendar. Get ur own for free  http://www.vistaprint.com/KimK
  • 26. Thank You. Questions? Oops, One Last Thing….We Are Hiring  Bridget O’Brien VP Brand, Communications & Content @BridgetMOBrien