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Social Media Full Strategy for Vista Print

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Nicolas Sosnowiez
Nicolas Sosnowiez

This document outlines a social media strategy for Vistaprint's European operations. It recommends focusing content on helping small businesses by providing tips, inspiration and entertainment. Engagement should be increased by addressing customer questions and concerns, rewarding fans with coupons, and showcasing customer stories and creativity. Success will be measured through engagement metrics, website traffic and positive feedback. The strategy involves using Facebook, Twitter, Google+, Pinterest, YouTube and blogs in a coordinated, cross-channel approach that is localized for each country.

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VISTAPRINT European Social Media Strategy Option 1
SOCIAL MEDIA QUICK OVERVIEW 2
NO, SOCIAL MEDIAS ARE NOT OVER 3
FACEBOOK FOR PROS 4
THIS ONLY MEAN : ENGAGEMENT IS THE KEY 5
EVEN ONTWITTER 6
7
APPROPRIATE CONTENT MAKE ENGAGEMENT EASIER 8
EVERYBODY DOES CONTENT 9
10
WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS http://www.pinterest.com/pin/98234835595217379/ 11
WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS 12
WE ARE IN COMPETITION 13
WE ARE IN COMPETITION family pictures Friends’ content Tv and Movies great moments ex-girlfriend holiday bikini pics cute, stupid, viral content Brand Content 14
WE ARE IN COMPETITION 15
SO HOW TO BE SURE TO BE SEEN ? 16
APPROPRIATE CONTENT AND... 17
ADVERTISING 18
FIRST WE NEED A STRATEGY 19
LET’S DO A BIT OF INTROSPECTION 20
LET’S TAKE A LOOK AT UK FACEBOOK PAGE 21
I HAVE A GOOD NEWS : WE GOT A LOT OF FANS 22
DO THEY CARE ABOUT OUR CONTENT ? • Not really... • We got 48 000 fans • but only 175 people interacting about our content • but only 20 comments or likes for our best posts 23
DO THEY CARE ABOUT OUR COMPANY ? • Not really... 24
SO WHAT DO THEY CARE FOR ? • Their business/improving their business • Coupons • Making a better use of our products • Being entertained 25
THEY ARE FANS • Like others... but ours. 26
INTROSPECTION : DNA 27
ANATOMY OF A MEETING 28
FIRST, YOU MAKE A FIRST IMPRESSION 29
THEN STARTS A DISCUSSION 30
THENYOU LEAVE A LAST IMPRESSION 31
HOW IMPORTANT IS A BUSINESS CARD ?VITAL. from American Psycho movie, novel by Bret Easton Ellis 32 Please read the video named « Business Card Scene » on the cd
THISVIDEO SHOWSTWO* THINGS • A business card shows who you are • It’s a social sign • it’s sometimes the only physical thing left from a meeting • it’s the only business accessory you always carry ! • A business card has a story to tell • You just don’t do business card • You design them • You take care of what you write • You keep them update, sometimes more than your website *in fact they’re a third thing : the guy who made the business cards for the movie don’t know how to spell acquisition 33
WHAT DO WE DO ? • We provide business cards at a good price to company/people who needs it • We provide small business and families way to print photos on various products 34
BUT MORETHANTHAT We help small companies in their business : we help make impression 35
WE ARE ONE OF A COMPANY FIRST NEED 36
WE ARE HERE FROM DAY ONE
 AND FOR THE REST OFTHEIR BUSINESS LIFE 37
WE ARE : • We are the company that help small business to have the same tools than big companies. ! • We are the company that provide models, help, prices, various products, to small companies and people ! • We are the company that provides the very first need small businesses got after finding their name and create their company. ! • We are there for small company from day one, and all along their growth. ! • We are the company that provides one of the most ancient business tool 38
We are not a supplier. We are a PARTNER. 39
SO OUR IDENTITY ON SOCIAL MEDIA SHOULD BE :
 BEING THE SMALL BUSINESSES’ PARTNER 40
AND SO GOES ON OUR CONTENT STRATEGY ON SOCIAL MEDIA : ACT LIKE A PARTNER 41
AND WHAT DO PARTNER’S DO ? 42
THEY HELP PARTNER’S BUSINESS IN ORDER TO HELP THEM GROW AND GROW WITHTHEM 43
SO WHAT DO WE DO ? 44
WHAT PHILOSOPHY SHOULD WE APPLY • Test’n’Learn • Social Medias are young, so are expert, no one got the truth, and it’s constantly evolving • Don’t miss the hit • You can do the Harlem Shake, if you understand its rules and if you’re in the first 10 companies to do it, otherwise you’re out of date. • Do, don’t redo • Half of the success of an operation is to be unique, and the first to do it. • Failure is part of the game, not the end of it • Trying to be unique and the first makes you sometimes fail until your next buzz • It’s a culture • Meme, Gifs,Tumblr, famous buzz, the web and social media have it own codes, rules and culture.You got to know them not to be rejected • Prepare the bad buzz • «Shit happens», sometimes you just don’t know why, or why now... • Fans are customers • Part of a fan base are customers, you got to have a politic about questions related to products, shipping, website issues... 45
FIRST :WHO ARE WETALKINGTO ? 46
ACCORDINGTO A FRENCH STATISTIC : 83% OF FANS ARE A BRAND CUSTOMER 47
SO WHAT DO WE DO ? • If fans are customers, creating a place they can comment, share and like, is part of a CRM program ! • If fans are customers they are interested in our products, use of it, and promotions ! • If fans are partners we got to help them improve their business and use of our products ! • As we are on social media we also got to inspire them ! • As we are on social media we also got to entertain them 48
WORKING ON CRM POLITIC • Having clear CRM Guidelines • Time to answer • First answer, final answer • Redirection to call center • Giving detailed and accurate answers • Build with CRM dpt ready-to-go answers • Stick to the CRM politic : what we tell and what we don’t 49
DAILY COMMUNITY MANAGEMENT • Small business Tips • VAT • Admin • Financial tips • Organization • Sales • Chat with... 50
DAILY COMMUNITY MANAGEMENT • Small business Tips • How to use social media 51
IMPROVETHEIR BUSINESS • Share your story • Fans tells how they improve their business • Showcase their company by showing their business cards • How to use our products in business view • Xmas present • Product launching • Goodies • Branding a mug can improve your business imagine millions of people in the street with a mug with your logo... 52
INSPIRATION • Business Card Stories • Analysis of a business card • What your color says from your company • Creative business cards 53
INSPIRATION • Business Quotes with a good design posted every monday morning to inspire people 54
INSPIRE BUSINESS PEOPLE • Creative ideas from all around the world • DIY 55
ENTERTAINMENT • A unique content made by and for Vistaprint • Photo content • Video content • Depending on budget and resources 56
ENTERTAINMENT • A unique content made by and for Vistaprint ! • One idea :You want to see a magic trick ?Yes ? As a lot of people... • We can hire and video capture a street magician doing tricks with our products. Like taking someone business card and make it appears on a blank mug... 57
PARTICIPATETO OUR BUSINESS GROWTH • New products • Having 50 000 fans is having 50 000 people interested in our product, and potential buyers. • It’s a classical case : Dell generate a lot of money by selling refurbish products viaTwitter. • Promotions for fans • Being a fan is not only clicking on a like button, we got to reward and give them a reason to be «fan». «Fan» mean being part of a community like a kind of VIP. • Coupons • People loves coupons and Facebook got a wonderful viral tool for it. 58
EVERYBODY LOVES COUPONS 59
HUM... MAYBEYOU KNOW 60
BUT DOYOU DO IT ? 61
MODERATE USE OF PINTEREST • If we are curating cool business cards on the internet, it takes only 2 seconds to pin it too • And we create the most amazing business card board • And it participates to our SEO 62
SPECIAL OPS • Playing withTwitter • Facebook App • Contests for email acquisition ! • Depending on budget and resources 63
ROI • Social Media don’t give instant ROI • But : • People leaving good comments • People making good reviews • Answering and helping customers • Driving traffic to the website • Having good e-reputation • All these participate to ROI 64
ROI 65
HOW CAN WE MESURE OUR SUCCESS ? • Data • Engagement rate • Fan base natural growth • Fan base free growth (friends of new fans acquired with ads) • SiteTraffic • Site Conversion / Sales • Words • Positive comments • Positive mentions • Good Profile • Having fans that are customers / prospect 66
GOING COMPLETELY SOCIAL • OnVistaprint’s websites. • offer to people to share their order after payment • incentive for becoming fans • In Sendings • with flyers «You’ve just received your order, you like it ? Share it ! #vistaprint» • with QR code on the boxes redirecting to a social network • In advertising 67
LOCALIZATION • Facebook got a tool for that, playing on vanity url, reserved to its best advertiser 68
LOCALIZATION • We’ll adapt depending on each country what works but also habits, posting scheduled… 69
CROSS CHANNEL EMPOWERED EACH CHANNEL In the study “The Cross Channel Customer Experience: Challenges, trends and gaps in customer expectations across 16 key economies” conducted in 16 countries, Ovum indicated that more than 90% of consumers have used several different communication channels to contact customer services. The adoption phenomenon is real. In contrast, less than 10% of companies are ready for cross- channel interactions … http://customercommunications.cincom.com/customer-communications-management/multi-channel-cross-channel/ 70
WHERE DO WE DO IT ? • Facebook • Twitter • Google Plus • Pinterest • Youtube • Blogs 71
YES BLOGS. • We also need blogs. • Why ? • To have a personal branded place to write in more than 140 letters • To work our SEO • To show our client or people who will come from Google, how a good partner we are 72
AND WHAT ABOUT PR ? • Social Medias are a wonderful PR Tool • PR can empower Social Media content • A strategy with the PR has to be put in place
CHANNEL ALLOCATION 74
TYPE BY CHANNEL 75
PURPOSE 76
AND WHAT ABOUT MOBILE APPS ? 77
PHONES ARE SMART • Smartphone and tablets are now more popular than computer and allows to do almost all of our daily personal needs of a computer. • In emergent countries, it’s cheaper to have a smartphone with camera, internet and 32GO of hard drive, than having a computer. • Smartphone are e-commerce ready, so are people. • Printing photos took by mobile phone or available on Instagram or Facebook is becoming a common use • Some new services allow you to access your Facebook friends photos to edit a photobook for their birthday • Monthly subscription are trendy like Polabox or Piccolo.is • So developing or acquiring mobile apps for Vistaprint is a work that have to be done, first by offering basic services, then developing a smart and social way to use social media content andVistaprint products. 78
PHONES ARE SMART SO ARE WE ! You can buy anything at anytime from a smartphone, Why don’t we give people the option to create, order or re-order business cards from their smartphone ? 79
AND WHAT ABOUTTHE FUTURE ? 80
WE’LL SEE WHAT IS GOINGTO GET MAINSTREAM 81
AND WE’LL MAKE BUSINESS WITH IT 82
NICOLAS SOSNOWIEZ SOCIAL MEDIA-ONLINE MARKETING PHONE : 0033 (0)6 03 972 995 NICOLASSOSNOWIEZ@GMAIL.COM WWW.FACEBOOK.COM/SOSNOWIEZ TW/IG: @NICOLASSOSNO WWW.DEUXMAINSGAUCHES.COM !

More Related Content

Social Media Full Strategy for Vista Print

  • 5. THIS ONLY MEAN : ENGAGEMENT IS THE KEY 5
  • 7. 7
  • 10. 10
  • 11. WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS http://www.pinterest.com/pin/98234835595217379/ 11
  • 12. WE ALL HAVE A DIFFERENT USE OF SOCIAL MEDIAS 12
  • 13. WE ARE IN COMPETITION 13
  • 14. WE ARE IN COMPETITION family pictures Friends’ content Tv and Movies great moments ex-girlfriend holiday bikini pics cute, stupid, viral content Brand Content 14
  • 15. WE ARE IN COMPETITION 15
  • 16. SO HOW TO BE SURE TO BE SEEN ? 16
  • 19. FIRST WE NEED A STRATEGY 19
  • 20. LET’S DO A BIT OF INTROSPECTION 20
  • 21. LET’S TAKE A LOOK AT UK FACEBOOK PAGE 21
  • 22. I HAVE A GOOD NEWS : WE GOT A LOT OF FANS 22
  • 23. DO THEY CARE ABOUT OUR CONTENT ? • Not really... • We got 48 000 fans • but only 175 people interacting about our content • but only 20 comments or likes for our best posts 23
  • 24. DO THEY CARE ABOUT OUR COMPANY ? • Not really... 24
  • 25. SO WHAT DO THEY CARE FOR ? • Their business/improving their business • Coupons • Making a better use of our products • Being entertained 25
  • 26. THEY ARE FANS • Like others... but ours. 26
  • 28. ANATOMY OF A MEETING 28
  • 29. FIRST, YOU MAKE A FIRST IMPRESSION 29
  • 30. THEN STARTS A DISCUSSION 30
  • 31. THENYOU LEAVE A LAST IMPRESSION 31
  • 32. HOW IMPORTANT IS A BUSINESS CARD ?VITAL. from American Psycho movie, novel by Bret Easton Ellis 32 Please read the video named « Business Card Scene » on the cd
  • 33. THISVIDEO SHOWSTWO* THINGS • A business card shows who you are • It’s a social sign • it’s sometimes the only physical thing left from a meeting • it’s the only business accessory you always carry ! • A business card has a story to tell • You just don’t do business card • You design them • You take care of what you write • You keep them update, sometimes more than your website *in fact they’re a third thing : the guy who made the business cards for the movie don’t know how to spell acquisition 33
  • 34. WHAT DO WE DO ? • We provide business cards at a good price to company/people who needs it • We provide small business and families way to print photos on various products 34
  • 35. BUT MORETHANTHAT We help small companies in their business : we help make impression 35
  • 36. WE ARE ONE OF A COMPANY FIRST NEED 36
  • 37. WE ARE HERE FROM DAY ONE
 AND FOR THE REST OFTHEIR BUSINESS LIFE 37
  • 38. WE ARE : • We are the company that help small business to have the same tools than big companies. ! • We are the company that provide models, help, prices, various products, to small companies and people ! • We are the company that provides the very first need small businesses got after finding their name and create their company. ! • We are there for small company from day one, and all along their growth. ! • We are the company that provides one of the most ancient business tool 38
  • 39. We are not a supplier. We are a PARTNER. 39
  • 40. SO OUR IDENTITY ON SOCIAL MEDIA SHOULD BE :
 BEING THE SMALL BUSINESSES’ PARTNER 40
  • 41. AND SO GOES ON OUR CONTENT STRATEGY ON SOCIAL MEDIA : ACT LIKE A PARTNER 41
  • 43. THEY HELP PARTNER’S BUSINESS IN ORDER TO HELP THEM GROW AND GROW WITHTHEM 43
  • 44. SO WHAT DO WE DO ? 44
  • 45. WHAT PHILOSOPHY SHOULD WE APPLY • Test’n’Learn • Social Medias are young, so are expert, no one got the truth, and it’s constantly evolving • Don’t miss the hit • You can do the Harlem Shake, if you understand its rules and if you’re in the first 10 companies to do it, otherwise you’re out of date. • Do, don’t redo • Half of the success of an operation is to be unique, and the first to do it. • Failure is part of the game, not the end of it • Trying to be unique and the first makes you sometimes fail until your next buzz • It’s a culture • Meme, Gifs,Tumblr, famous buzz, the web and social media have it own codes, rules and culture.You got to know them not to be rejected • Prepare the bad buzz • «Shit happens», sometimes you just don’t know why, or why now... • Fans are customers • Part of a fan base are customers, you got to have a politic about questions related to products, shipping, website issues... 45
  • 46. FIRST :WHO ARE WETALKINGTO ? 46
  • 47. ACCORDINGTO A FRENCH STATISTIC : 83% OF FANS ARE A BRAND CUSTOMER 47
  • 48. SO WHAT DO WE DO ? • If fans are customers, creating a place they can comment, share and like, is part of a CRM program ! • If fans are customers they are interested in our products, use of it, and promotions ! • If fans are partners we got to help them improve their business and use of our products ! • As we are on social media we also got to inspire them ! • As we are on social media we also got to entertain them 48
  • 49. WORKING ON CRM POLITIC • Having clear CRM Guidelines • Time to answer • First answer, final answer • Redirection to call center • Giving detailed and accurate answers • Build with CRM dpt ready-to-go answers • Stick to the CRM politic : what we tell and what we don’t 49
  • 50. DAILY COMMUNITY MANAGEMENT • Small business Tips • VAT • Admin • Financial tips • Organization • Sales • Chat with... 50
  • 51. DAILY COMMUNITY MANAGEMENT • Small business Tips • How to use social media 51
  • 52. IMPROVETHEIR BUSINESS • Share your story • Fans tells how they improve their business • Showcase their company by showing their business cards • How to use our products in business view • Xmas present • Product launching • Goodies • Branding a mug can improve your business imagine millions of people in the street with a mug with your logo... 52
  • 53. INSPIRATION • Business Card Stories • Analysis of a business card • What your color says from your company • Creative business cards 53
  • 54. INSPIRATION • Business Quotes with a good design posted every monday morning to inspire people 54
  • 55. INSPIRE BUSINESS PEOPLE • Creative ideas from all around the world • DIY 55
  • 56. ENTERTAINMENT • A unique content made by and for Vistaprint • Photo content • Video content • Depending on budget and resources 56
  • 57. ENTERTAINMENT • A unique content made by and for Vistaprint ! • One idea :You want to see a magic trick ?Yes ? As a lot of people... • We can hire and video capture a street magician doing tricks with our products. Like taking someone business card and make it appears on a blank mug... 57
  • 58. PARTICIPATETO OUR BUSINESS GROWTH • New products • Having 50 000 fans is having 50 000 people interested in our product, and potential buyers. • It’s a classical case : Dell generate a lot of money by selling refurbish products viaTwitter. • Promotions for fans • Being a fan is not only clicking on a like button, we got to reward and give them a reason to be «fan». «Fan» mean being part of a community like a kind of VIP. • Coupons • People loves coupons and Facebook got a wonderful viral tool for it. 58
  • 61. BUT DOYOU DO IT ? 61
  • 62. MODERATE USE OF PINTEREST • If we are curating cool business cards on the internet, it takes only 2 seconds to pin it too • And we create the most amazing business card board • And it participates to our SEO 62
  • 63. SPECIAL OPS • Playing withTwitter • Facebook App • Contests for email acquisition ! • Depending on budget and resources 63
  • 64. ROI • Social Media don’t give instant ROI • But : • People leaving good comments • People making good reviews • Answering and helping customers • Driving traffic to the website • Having good e-reputation • All these participate to ROI 64
  • 66. HOW CAN WE MESURE OUR SUCCESS ? • Data • Engagement rate • Fan base natural growth • Fan base free growth (friends of new fans acquired with ads) • SiteTraffic • Site Conversion / Sales • Words • Positive comments • Positive mentions • Good Profile • Having fans that are customers / prospect 66
  • 67. GOING COMPLETELY SOCIAL • OnVistaprint’s websites. • offer to people to share their order after payment • incentive for becoming fans • In Sendings • with flyers «You’ve just received your order, you like it ? Share it ! #vistaprint» • with QR code on the boxes redirecting to a social network • In advertising 67
  • 68. LOCALIZATION • Facebook got a tool for that, playing on vanity url, reserved to its best advertiser 68
  • 69. LOCALIZATION • We’ll adapt depending on each country what works but also habits, posting scheduled… 69
  • 70. CROSS CHANNEL EMPOWERED EACH CHANNEL In the study “The Cross Channel Customer Experience: Challenges, trends and gaps in customer expectations across 16 key economies” conducted in 16 countries, Ovum indicated that more than 90% of consumers have used several different communication channels to contact customer services. The adoption phenomenon is real. In contrast, less than 10% of companies are ready for cross- channel interactions … http://customercommunications.cincom.com/customer-communications-management/multi-channel-cross-channel/ 70
  • 71. WHERE DO WE DO IT ? • Facebook • Twitter • Google Plus • Pinterest • Youtube • Blogs 71
  • 72. YES BLOGS. • We also need blogs. • Why ? • To have a personal branded place to write in more than 140 letters • To work our SEO • To show our client or people who will come from Google, how a good partner we are 72
  • 73. AND WHAT ABOUT PR ? • Social Medias are a wonderful PR Tool • PR can empower Social Media content • A strategy with the PR has to be put in place
  • 77. AND WHAT ABOUT MOBILE APPS ? 77
  • 78. PHONES ARE SMART • Smartphone and tablets are now more popular than computer and allows to do almost all of our daily personal needs of a computer. • In emergent countries, it’s cheaper to have a smartphone with camera, internet and 32GO of hard drive, than having a computer. • Smartphone are e-commerce ready, so are people. • Printing photos took by mobile phone or available on Instagram or Facebook is becoming a common use • Some new services allow you to access your Facebook friends photos to edit a photobook for their birthday • Monthly subscription are trendy like Polabox or Piccolo.is • So developing or acquiring mobile apps for Vistaprint is a work that have to be done, first by offering basic services, then developing a smart and social way to use social media content andVistaprint products. 78
  • 79. PHONES ARE SMART SO ARE WE ! You can buy anything at anytime from a smartphone, Why don’t we give people the option to create, order or re-order business cards from their smartphone ? 79
  • 81. WE’LL SEE WHAT IS GOINGTO GET MAINSTREAM 81
  • 82. AND WE’LL MAKE BUSINESS WITH IT 82
  • 83. NICOLAS SOSNOWIEZ SOCIAL MEDIA-ONLINE MARKETING PHONE : 0033 (0)6 03 972 995 NICOLASSOSNOWIEZ@GMAIL.COM WWW.FACEBOOK.COM/SOSNOWIEZ TW/IG: @NICOLASSOSNO WWW.DEUXMAINSGAUCHES.COM !