A New Marketing Commentator » Public Relations

A Few Words with Vistaprint’s Jeff Esposito (@jeffespo)

Bob Cargill — Sun, 15 Jan 2012 17:19:11 +0000

When I was asked to host a Tweetup at the New England Direct Marketing Association’s annual holiday party last month at Tavern in the Square in Porter Square (Cambridge, MA), I knew right away who I wanted to have on the program.

Victoria Smith

For entertainment, I turned to Victoria Smith, a very talented singer and songwriter, who put on a fabulous show for us.

As for the educational piece, I asked my friend and former colleague, Jeff Esposito, to permit me to interview him about his experience with social media as a public relations manager at Vistaprint. Jeff is one the most prolific people I know in social media, having tweeted over 48,500 times to date, not to mention all the blog posts he writes and videos he records. Seriously, Jeff’s knowledge in this space, not to mention his energy, is off the charts.

Sitting at a small round table at the front of the crowded restaurant, surrounded by a rapt audience of NEDMA members and guests, Jeff and I had an awesome discussion that night about how he uses Twitter, Facebook and the like to help Vistaprint enhance its brand, provide customer service and sell merchandise. The interview went over so well that I thought it would be great to feature some of his thoughts on social media here on my blog. So I asked Jeff if he would be kind enough to answer some of my questions in writing, and he graciously said yes. What follows is our written “transcript”…

Bob: Please tell us a little about Vistaprint.
Jeff: Vistaprint is an online provider of marketing materials for micro businesses and the home.

Bob: How does Vistaprint typically communicate with and market to its customers?
Jeff: Like many companies involved with NEDMA, Vistaprint is a direct marketer that leverages a number of marketing channels. These include everything from catalogs and direct mail to search engine ads and TV campaigns.

Jeff Esposito

Bob: When and how did Vistaprint get started with social media?
Jeff: We started out in social media in 2008 around the time of Stephen Baker and Heather Green’s cover story in BusinessWeek entitled “Beyond Blogs.” After reading the article, the PR team was tasked with figuring out Twitter. We listened for six months or so to get a sense of how the network operated. When we first started tweeting, we were told that we were doing it wrong, so we asked the community what they wanted from us. With that feedback, we altered our strategy and then applied that to other networks as they emerged (including Facebook, which at the time was not open to non-students).

Bob: What is a typical day like for you there?
Jeff: Every day is different. Our team engages with customers from 9-5 on Facebook and Twitter. We also take a look at how the company is being mentioned across social media sites in comparison to our competition.

Bob: How do you measure the success of your social media initiatives?
Jeff: We look at a number of different areas for success in our social media program including direct revenue from social media, conversation share, equated net promoter score and SIM score.

Bob: What have been some of your biggest challenges and successes?
Jeff: One of the biggest challenge to any company working in social media is finding the time. You will never have as many resources as you would like for this ever-evolving channel so it is a matter of working within resources. It is also important to evaluate opportunities on new networks and if they are something that your company should embrace right away.

Bob: Does Vistaprint have a social media policy and, if so, what does it include?
Jeff: Our policy contains what our employees are and are not allowed to do within social media. This mostly focuses on speaking or acting on behalf of the company.

Bob:What is your favorite and/or most successful social media channel?
Jeff: It is hard to decide and is like choosing between your children as a favorite. On one hand, Twitter is great for getting quick-hit updates and conversations which are very valuable. Facebook on the other hand is great for building up a community and longer-lasting relationships with customers. The network also offers really good metrics to see if your efforts are paying off.

Bob: What do you feel are some of the biggest benefits of using social media?
Jeff: The biggest is in building relationships. Social media is also a very good at seeing unfiltered commentary on your company from your customers.

Bob: Can you name some other companies that are using social media well?
Jeff: Locally, Boloco is company doing some pretty innovative things via social media. On a more global scale, I always keep tabs on what Dell, Ford and Major League Baseball are doing. Recently I have been keeping a close eye on the NFL teams in the playoffs that are doing some pretty cool contests for their fans.

Bob: Who has had an influence on you in the field of social media?
Jeff: The list could go on and on, but the five I always look at are Julien Smith, Geoff Livingston, Olivier Blanchard, Jason Falls and Laura Fitton.

Bob: What advice would you give to others who are trying to learn social media or install a social media program at their place of employment?
Jeff: The biggest thing is to go in with a clear plan and goals. Pick what you are going to measure and stick to it. Without a plan or measures, you are setting yourself up for failure.

Thanks, Jeff. And thanks to those of you who took the time to read my “interview” of Jeff. If you have any questions about social media for him, please don’t hesitate to leave a comment here on my blog or feel free to contact him directly via Twitter, Facebook or his blog. I’ve listed his, along with Victoria’s, contact information below.

Jeff Esposito’s Contact Information
Twitter
Facebook
Blog

Victoria Smith’s Contact Information

Twitter
Facebook
Website

My 218th Blog Post

Bob Cargill — Sun, 26 Dec 2010 22:35:52 +0000

Since my first post on February 17, 2004, I’ve written more than 91,000 words on A New Marketing Commentator, but these are going to be some of my last words here for a while. Yes, it’s time to give this blog a rest – again. I’m sure I’ll be back soon, but I’ve decided it’s time for another break from the blogosphere, similar to the one I took earlier in this blog’s lifespan.

In the meantime, please don’t hesitate to check out my archives, especially the 2,700-word “10 Ways to Succeed in Social Media” and the 2,800-word “10 Ways to Succeed as a Copywriter,” two long series of blog posts I’ve bundled together and published as long, standalone articles.

Other relatively recent posts I’ve written that I’d like to single out include “The Importance of Character in Social Media,” “50 Reasons Why I Like Twitter” and “Retrospective: What I’ve Written about Social Media in the Last Year.”

Altogether, I’ve written over 200 posts here on this blog (218 to be exact) – on marketing, advertising, social media, fundraising, even the Boston Marathon – each of which I invite you to read at your convenience, if you haven’t read them already.

And while you’re at it, please don’t hesitate to reach out to me on LinkedIn, Twitter and Facebook. I may not be blogging for a while, but I have every intention of remaining very active in social media.

Thank you, as always, for your friendship, support and interest in what I have to say.

Bob Cargill
December 26, 2010
Bio
Work History
Speaking History

Photo of Bob Cargill by Kevin Harkins of Harkins Photography

10 Ways to Succeed as a Copywriter, Parts 1-10

Bob Cargill — Sat, 20 Nov 2010 15:06:16 +0000

If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this profession.

As I wrote about my own career in the very first post in this series…

I may have worked for a number of different companies, developed new skills and taken on new responsibilities – such as creative direction, public speaking and social media – along the way, but I’ve also stayed true to my roots as a copywriter.

And after all of these years writing headlines and subject lines, direct mail packages and email blasts, blog posts and brochures, teasers and tweets, I’ve been able to draw a handful of conclusions about what it takes to succeed as a copywriter.

Now that I’ve completed this 2,800-word series on copywriting, I’ve bundled each post together and archived them as one long article, “10 Ways to Succeed as a Copywriter,” which you can read in its entirety here. Or simply click on the fifth tab over (the next to last one to the right) at the top of this blog.

For your convenience, I’ve also listed each post in this series below with its corresponding link.

As always, if you have any feedback for me, please don’t hesitate to leave a comment or click “Like” below. Thank you.

To read the entire 2,800-word “10 Ways to Succeed as a Copywriter” series, click here.

To read each post in this series, one at a time, follow the links below…

10 Ways to Succeed as a Copywriter, Part 10

Bob Cargill — Sun, 31 Oct 2010 18:02:32 +0000

10. Use social media.

A copywriter’s job is to use the written word to promote something or someone using a variety of media, anything from radio to TV, direct mail to email, websites to billboards, print ads to assorted signage, sky writing, you name it.

And today, included among all that tried-and-true, traditional media are blogs, Facebook, Twitter and other popular Internet-based, self-publishing vehicles.

The fact is, anyone working in the marketing, advertising, sales and PR fields who knows how to use social media tools and technologies will likely be much more successful amidst this new communications era.

And those who earn a living writing copy have an obvious competitive advantage. After all, the better you write, the better chance you have of stringing together the right messages for the right occasions and making yourself heard loud and clear above the social media din.

So use social media – but not just on behalf of your clients and customers, on behalf of yourself, too.

Social media is the ideal forum for a copywriter. It’s where you can network with other like-minded professionals, keep up on breaking news and learn from industry gurus. It’s also where you can share your own knowledge and expertise, where you can actually practice — and demonstrate — your craft in public.

Writing tweets, blog posts, status updates, notes and anything else in social media not only keeps your writing fresh, it keeps you up to speed on the latest communications platforms. It’s a great way to connect with the modern world and succeed as a copywriter in today’s day and age.

This is the 10th in a 10-post series on how to succeed as a copywriter. In the near future, I’ll be publishing the entire series as one long post (probably as a separate page) somewhere here on my blog, A New Marketing Commentator. If you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.
10 Ways to Succeed as a Copywriter, Part Four
Develop strong presentation skills.
10 Ways to Succeed as a Copywriter, Part Five
Keep your head out of the sand.
10 Ways to Succeed as a Copywriter, Part Six
Exercise good judgment.
10 Ways to Succeed as a Copywriter, Part Seven
Meet your deadlines.
10 Ways to Succeed as a Copywriter, Part Eight
Be a team player.
10 Ways to Succeed as a Copywriter, Part Nine
Sweat the small stuff.

10 Ways to Succeed as a Copywriter, Part Nine

Bob Cargill — Sun, 17 Oct 2010 18:55:18 +0000

9. Sweat the small stuff.

It’s one thing to be a creative genius, to be that extra special someone in the room who can come up with surprisingly brilliant ideas practically on demand, time and time again.

That’s the glamour and glory of the business.

But the consummate copywriter is actually a stickler for details, someone who’s as strong on the left side of the brain as the right, who’s as analytical and obsessive as conceptual and extemporaneous, who’s as aware of the importance of being an accurate, fact-based tactician as much as an original, award-winning craftsperson.

That part of the job is not as exciting as it is necessary.

Yes, it’s not good enough to be just a great wordsmith and marketer. If you want to earn a living as a copywriter, you also have to be a good researcher and project manager, an avid reader and a competent verbal communicator, someone who can appreciate the fact that a great deal of your success depends on your ability to wear a variety of other hats well when you’re not actually writing.

To sweat the small stuff means to be punctual and deadline-oriented, to ask the right questions and make the right points during meetings and presentations.

It also means to be a good proofreader and gatekeeper. So don’t count on someone else to catch your mistakes. Be your own worst critic. Use a spell-checking program. And keep a dictionary on your desk. Scrupulously review every single word you write before you turn it over to the powers that be. After all, nothing can undermine your credibility as a copywriter faster than a typo or misspelling.

This is the ninth in a 10-post series on how to succeed as a copywriter. In the very near future, I’ll publish the last post in this series here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part Eight

Bob Cargill — Sun, 03 Oct 2010 17:29:09 +0000

8. Be a team player.

Most copywriters are accustomed to working alone, sequestered away from the rest of the team, doors closed, blinds drawn, working feverishly against time.

It’s what we do out of necessity, when there’s no room for distractions and we just need to put our heads down to get the job done as soon as possible.

Yet while it’s certainly not unusual for a copywriter to do his or her thing in isolation, battling loneliness as well as the clock, it really shouldn’t be the norm.

Sure, to succeed as a copywriter, you need to be a self-starter, capable of working independently for long stretches of time. But you also need to be a team player, someone who works well with others – especially designers, creative directors and account people – and can appreciate the importance of timely, seamless handoffs between everyone involved in a project.

You need to be disciplined enough to work in a vacuum (if necessary), but you don’t want to be an introvert. The more enthusiastically you collaborate and communicate with others, the better.

If you’re invited to a meeting, be punctual and prepared to participate.

If you’re taking changes to your work, respond promptly and positively.

If you’re given a deadline, beat it.

Brainstorm – or just plain socialize – with your colleagues and clients as much as possible. Get away from your desk and out of your office whenever the opportunity presents itself.

If you go out of your way to show your support for those who depend on you, they’ll be more likely to return the favor and do everything they can to ensure your success.

This is the eighth in a 10-post series on how to succeed as a copywriter. In the near future, I’ll publish the remaining two posts in this series (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part Seven

Bob Cargill — Sun, 19 Sep 2010 14:27:05 +0000

7. Meet your deadlines.

If you’ve been around the block once or twice as a copywriter, you know better than to think anyone’s going to just give you enough time to do your very best work. You have to make the time.

Yup. Over the course of my career, I’ve rarely seen a schedule that permits a copywriter the luxury of putting in the time he or she would really like to dedicate to a project.

Every assignment is a rush. Everything is due yesterday. That’s the nature of advertising and marketing, the bane of a copywriter’s existence. That’s the one thing you have to understand if you want to succeed in this business.

Incredibly tight deadlines come with the territory. And those deadlines had better be met.

That doesn’t mean you can’t ask for an extension if you don’t have enough time to finish an assignment. But if you want to establish a reputation as a reliable, low-maintenance copywriter, the wordsmith to go to for high-quality work that’s on time, every time, don’t make it a habit.

There’s a reason why so many copywriters are accustomed to burning the candle at both ends.

Deadlines.

No, copywriting is not a nine to five job. It’s a matter of jumping through hoops and going the extra mile. It’s a demanding profession and stressful occupation, a serious commitment you make to your colleagues and clients.

This is the seventh in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series