Leveraging Social to Tell YOUR Story

Jeff EspositoManager Public Relations & Social Media, Vistaprint@Jeffespo

…About me

PR &#SM manager @Vistaprint. Dad & fan of NJ Devils, BoSox, Ravens, social media, craft beer & home brewing, good wines/scotch/cigars & having a good ole time

WHO IS VISTAPRINT?

So how do we acquire, on average, 1.6M customers each quarter?

Give business cards away for FREE.

LET’S TALK ABOUT STORIES

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Company Confidential Vistaprint © 2011

What makes your organization special?

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Company Confidential Vistaprint © 2011

Why should I care?

Image: Bryn B Jones

NOW ON TO SOCIAL…

WHICH ONE IS BEST FOR YOU?

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Company Confidential Vistaprint © 2011Image: By fotografar

ENGAGEMENT STRATEGY

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Company Confidential Vistaprint © 2011 Image - By Omamori

Tips on Content that Works

• Ask people their story• Share constituent stories• Make it easy to re-share– Social Toaster/Gaggle Amp

• Make sure that everything ties back to YOUR platform/site

• Thank and have honest conversation with fans/followers

• Be Human

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Company Confidential Vistaprint © 2011

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Company Confidential Vistaprint © 2011 Image: By PV KS

KEEP TABS ON COMPETITORS

WHAT SHOULD YOU MEASURE?

Image: Tomi Tapio

Image: birddogger - Charlie Bird

GOALS -METRICS

• Audience: fans/followers • Comments: number of comments generated by posts• Community: overall growth of community members• Social Interactions: total number of monthly social

conversations with constituents • Mindshare: percentage of buzz compared to

competitors• Sales: dollars tied to campaigns run via social media

Questions?

Thank You.

Jeff Esposito@JeffEspoSlideshare.net/Jeffespo