Deluxe Corporation: Project REV — Live from BlogWell

Coverage of this session by Heidi Miller. Connect with her by checking out her blog and following her on Twitter.

4:30 – SocialMedia.org’s Erin McDaniel introduces Deluxe Corporation’s SEM and Social Media Manager, Nathan Eide.

4:32 — Deluxe background Deluxe is the largest check printer in the country but want to be known as the easy, affordable brand that helps small biz grow.

4:34 — Why Project REV: That change was the motivation for Project REV, a year-long marketing lab from summer 2010 to summer 2011. Nine winners received $5,000 worth of marketing products and services. Goals included to generate brand awareness for Deluxe as a small business expert and to gain insights and feedback on their products.

4:37 — How social was used in Project REV: initially just Twitter and Facebook notifications for the launch, both on their own pages and through their partners’ social media accounts (SCORE, Ink Magazine, etc.)

4:39 — From application to winners to stories: 1,400 people started the extensive application process; 414 completed the application; nine winners were chosen. Deluxe wanted to use social to share the story about small business in general. Instead, they discovered that the personal stories of the nine winners were the most compelling. The REVers (the nine winners) became the story; the spokesperson was phased out; and one REVer even ended up on the Martha Stewart Show.

4:42 — Social is a process: The REVers shared a problem with one particular product offering, so Deluxe asked for more opinions on their Facebook page. Instead of going through a lengthy internal process, Deluxe was able to get instant feedback and deliver a speedy change back to engaged users.

4:45 — Voice of the customer: The REVers were invited to a post-project brain dump. In two days, they came up with four new business offerings for Deluxe and even met with the board of directors. A great example of using social media to address real-life customer needs. Deluxe gained a better product line from REV.

4:48 — The next REV: They are taking applications through the end of September for this year’s REV, which is giving away $15,000 in services to winners. Also, they are forming a Deluxe Advisory Council of experts.

4:50 — Results Counted among the results: product innovation, better idea of customer needs, made new media connections. In terms of monthly revenues, they moved from $128K to over $262K in monthly revenue.

Q&A

Q: What is your definition of “small business”?

A: Really small businesses, like those with under 12 employees.

Q: Was social media presence a factor in selecting winners?

A: We asked, but no, not really. We want to fit the needs of both beginners and intermediates.

Q: When you give something away to a blogger or winner, how do they maintain their credibility?

A: The winners weren’t bloggers, so asking them to write even once a month was difficult. We did go over disclosure with them. But small businesses look to other SMB owners for guidance, so their business ownership provided the credibility.

Q: Was the blog the primary branding channel for REVers?

A: No, their personal identification was the most important. They were comfortable with talking about their business on the site.