Partnership Proposal toEffective Media StrategiesPartnership Proposal to
Sandals & Preston Bailey
February 16, 2006
Effect...
1976
Purchase of
first retail floral
shop in
Manhattan, NY
1986
Acquisition of
“800Flowers” watts
line and renaming of
com...
LOOKING BACK AT 2009 MIX BY VERTICAL
2010: MULTI-CHANNEL MIX, INCREASED FOCUS
ON SOCIAL COMMERCE
• New & Emerging Channels: Social Media, Mobile, Online
Video
...
SOCIAL COMMERCE:
• 2010 statistic: *In August, U.S. Internet users spent 41.1 billion
minutes on Facebook, surpassing Goog...
SOCIAL COMMERCE: LIKE IT & B-DAY REMINDERS
SOCIAL COMMERCE: EMAIL INTEGRATION
OTHER SOCIAL MEDIA STRATEGIES & TACTICS
• Launched Facebook & Twitter programs 2+ years ago.
• Strong network of bloggers....
SOCIAL MEDIA: FACEBOOK STORE
SOCIAL MEDIA: FACEBOOK STORE
THE RISE OF SOCIAL GAMING
PR: BRAND VISIBILITY YEAR-ROUND
1-800-FLOWERS ON CBS’ “UNDERCOVER BOSS”:
VIDEO CLIP
http://www.youtube.com/watch?v=hMA0Eq4...
MOBILE: 1-800-FLOWERS PROGRAM
1-800-Flowers Mobile background:
• Launched Mobile Web 5+ years ago
• Launched multiple plat...
MOBILE: iTUNES APP STORE ADS
MOBILE: ANDROID MARKET ADS
MOBILE: IN-APP ADS
MOBILE: WHERE IT’S HEADED
• Consistently strong growth channel, significant channel shift
combined with new customers.
• A...
KEY TAKEAWAYS FOR 2011:
• Social Commerce: be more than transactional to drive more
transactions.
• Mobile: 1 out of 3 pho...
Thank you!
Follow-up questions any time:
jordang@1800flowers.com
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1-800-Flowers Jordan Glogau Presentation - BDI 11/11/10 Social Commerce Leadership Forum

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Presentation by: Jordan Glogau, SEO Enterprise Specialist, 1-800-Flowers

www.bdionline.com

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1-800-Flowers Jordan Glogau Presentation - BDI 11/11/10 Social Commerce Leadership Forum

  1. 1. Partnership Proposal toEffective Media StrategiesPartnership Proposal to Sandals & Preston Bailey February 16, 2006 Effective Media Strategies for 2011 Presented by Jordan Glogau Director SEO 1-800-Flowers
  2. 2. 1976 Purchase of first retail floral shop in Manhattan, NY 1986 Acquisition of “800Flowers” watts line and renaming of company after its phone number Launch of first 1-800-FLOWERS.COM ecommerce website Move to AOL as their first merchant partner and exclusive floral partner 1995 2001 2004 2005 2006 2008 1994 2009 Acquisition of HearthSong/ Magic Cabin children’s gifts business Acquisition of The Popcorn Factory 2005 Launch of BloomNet Wire Service business Acquisition of The WineTasting Network 2005 Acquisition of Wind&Weathe 2005 Acquisition of Chery&Co. bakery gifts 2007 Launch of GreatFood.com, Celebrations, & 1-800-Baskets.com 2006 Acquisition of Fannie May Confections Brands, Inc. 2008 Acquisition of DesignPac Gifts LLC 2002 2009 Acquisition of Geerlings & Wade
  3. 3. LOOKING BACK AT 2009 MIX BY VERTICAL
  4. 4. 2010: MULTI-CHANNEL MIX, INCREASED FOCUS ON SOCIAL COMMERCE • New & Emerging Channels: Social Media, Mobile, Online Video • Online: Search, Email, Display, Retargeting • Broadcast: TV & Radio• Broadcast: TV & Radio • PR/Brand: Contests, Charities, Celebrity Partnerships • Web: Increased focus on Social Commerce • Print: Catalog
  5. 5. SOCIAL COMMERCE: • 2010 statistic: *In August, U.S. Internet users spent 41.1 billion minutes on Facebook, surpassing Google's 39.8 billion minutes for the first time, according to comScore. • Strategy: be more than transactional to drive more transactions. • Tactics: Create places where customers can collaborate• Tactics: Create places where customers can collaborate online, get advice from trusted individuals, find recommendations, reviews, and wish lists, and make well- educated purchase decisions. • 1-800-Flowers example: integration of Facebook “Like It” and birthday reminders functionality into multi-channel shopping experience.
  6. 6. SOCIAL COMMERCE: LIKE IT & B-DAY REMINDERS
  7. 7. SOCIAL COMMERCE: EMAIL INTEGRATION
  8. 8. OTHER SOCIAL MEDIA STRATEGIES & TACTICS • Launched Facebook & Twitter programs 2+ years ago. • Strong network of bloggers. • Ratings & Reviews integrated in Web shopping experience, partnered with Bazaarvoice. • Cross-functional / cross-departmental buy-in and support across• Cross-functional / cross-departmental buy-in and support across Marketing, PR, and Customer Service. • Content driven by what our fans and followers ask us for. • Work with an agency that has expertise in the social space. • Facebook store allows for transactions/sales without user having to leave Facebook experience, partnered with Alvenda.
  9. 9. SOCIAL MEDIA: FACEBOOK STORE
  10. 10. SOCIAL MEDIA: FACEBOOK STORE
  11. 11. THE RISE OF SOCIAL GAMING
  12. 12. PR: BRAND VISIBILITY YEAR-ROUND 1-800-FLOWERS ON CBS’ “UNDERCOVER BOSS”: VIDEO CLIP http://www.youtube.com/watch?v=hMA0Eq48jYA
  13. 13. MOBILE: 1-800-FLOWERS PROGRAM 1-800-Flowers Mobile background: • Launched Mobile Web 5+ years ago • Launched multiple platform applications – Launched Blackberry app 2.5 years ago– Launched Blackberry app 2.5 years ago – Launched iPhone app 2 years ago – Launched Android app 1 year ago • Active in SMS, Mobile Display, Mobile Search Marketing for 2+ years
  14. 14. MOBILE: iTUNES APP STORE ADS
  15. 15. MOBILE: ANDROID MARKET ADS
  16. 16. MOBILE: IN-APP ADS
  17. 17. MOBILE: WHERE IT’S HEADED • Consistently strong growth channel, significant channel shift combined with new customers. • Alternative Payment Methods will make Mobile shopping easier/faster. • Mobile-specific Acquisition marketing spends will increase. • Tracking/analytics will become more robust, in line with what• Tracking/analytics will become more robust, in line with what we see on traditional Web. • Have a broad Mobile strategy: Let the customer decide what Mobile device they most prefer using, rather than only launch on one device. Include both Mobile Web and Mobile Apps in your strategy.
  18. 18. KEY TAKEAWAYS FOR 2011: • Social Commerce: be more than transactional to drive more transactions. • Mobile: 1 out of 3 phones in the US is currently a smartphone and # is growing fast, optimize your Mobile presence for the Mobile shopper. Projected 1 out of 2 by 2012.Mobile shopper. Projected 1 out of 2 by 2012. • Online video: integrate where relevant, shoppers will soon come to expect more video (ie: 360 product views). • Online display ads: integrate contests to drive CTR, focus on behavioral targeting & re-targeting. • PR/Brand: stay top of mind year-round, charities, contests & celeb partnerships get even more visibility due to Social Media.
  19. 19. Thank you! Follow-up questions any time: jordang@1800flowers.com

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