combining search marketing & social media efforts
DESCRIPTION
Analysis of 5 Popular brands in the Flowers & Gifts Industry in US.TRANSCRIPT
Combining Search Marketing & Social Media Efforts
Analysis of the Flowers & Gifts IndustryFebruary 2014
Selected Brands
In Search of Flowers…
ftd.com is the Industry leader for US Flowers & Gifts in Search visibility
ftd.com and proflowers.com are direct competitors in US Flower Online category
*Data is extracted on 27th Feb 2014.
An intense Battle for Search Visibility:ftd.com vs. proflowers.com
*Date of the battle: 28th Feb 2014.
Paid vs. Organic Strategies
ftd.com shows impressive levels of stability in organic Search in US Flowers Online category:
*Data is extracted on 27th Feb 2014.
Paid vs. Organic Strategies
The main drivers for Search visibility in the US Flowers Online category are organic results:
ftd.com (blue) gets 23.67% visibility from organic Search, compared to the average 10.3% (orange) for the top 5 domains in the US Flowers Online category.
*Data is extracted on 27th Feb 2014.
What’s Blooming on Facebook?
45%
2%15%
23%
15%
Brand Share of Engagement
1-800 FlowersFromYouFlowersFTDFlowersProFlowersTeleflora
*Scope of the analysis: 2011-2012
How does 1-800-Flowers Generate Engagement?
1. Every Occasion is the Perfect Occasion for Flowers
On any occasion
Any time of the year
To anyone
How does 1-800-Flowers Generate Engagement?
2. Flowers Represent Emotions
The Power of Visuals
Humanizing the Brand Behind the Scenes Photos
Building a Community
How Important Are the Visuals?
“Of those who have used the Internet when purchasing flowers, a majority (53%) have gone online to
see pictures of different arrangements.”
SAF’s Generations of Flowers Consumer Research Study
ProFlowers Stands Out From the Crowd: 1290% Engagement Growth
*Scope of the analysis: 2011-2012
1800Flowers FromYouFlowers FTDFlowers ProFlowers Teleflora
117%37%
194%
1290%
589%
Volume - Engagement Wtg% Chg vs Year Ago
ProFlowers: Engagement Explosion
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov0
500
1000
1500
2000
2500
0
5
10
15
20
25
30
35
40
45
50
55
ProFlowers Activity
Bra
nd C
om
ments
Tim
elin
e L
ikes (0
00's
)
*Scope of the analysis: 2011-2012
ProFlowers Thinks Outside The Vase
Creative
Campaigns
Engagement
Explosion
ProFlowers: Further Takeaways
• Don’t say it, if you can show it!
• Celebrate the wins, but be prepared for the losses too!
• Avoid the aggressive sales approach!
• Educate!• Become a
source of inspiration!
Keep it Visual
Share Success Stories
Acknowledg
e the “Social” in
social media
Enlighte
n the Audienc
e
From You Flowers: More Comments = a Greater Level of Interest
1800Flow-ers
FromYou-Flowers
FTDFlowers ProFlowers Teleflora 1800Flow-ers
FromYou-Flowers
FTDFlowers ProFlowers Teleflora
Comment to Like Ra-tio
3.8% 10.1% 9.0% 6.1% 4.8%
Comments
15,383 637 9,654 14,059 7,516
Likes
410005 6298 107595 231252 158038
3.8%
10.1% 9.0%6.1% 4.8%
Comment to Like Ratio 2012
From You Flowers:Social Media Strategy Worth Looking At
1. “We Produce Sharable Content”
*Based on an interview with Ying, From You Flowers’ Organic Marketing Manager
‘‘Although our fans are all lovers of flowers, they also come from various backgrounds and with
various interests. We know that one type of post won’t speak to them all, so we create different
types of posts - some humorous, some inspiring, some promotional, some focused primarily on
the beauty of our bouquets.’’
From You Flowers:Social Media Strategy Worth Looking At
2. “We Create a Cohesive Brand”
*Based on an interview with Ying, From You Flowers’ Organic Marketing Manager
“We don’t want to be a company whose message is so drastically different across
different social media channels’.’
From You Flowers:Social Media Strategy Worth Looking At
3. “We Offer Seven Days a Week Customer Service”
*Based on an interview with Ying, From You Flowers’ Organic Marketing Manager
There’s something strange and wonderful that happens when you manage a Facebook account—you feel connected to these fans and you hope
that they feel the same way towards you. We make an effort to respond to fans as much as we can. At the end of the day, we want our followers
to be happy.’’
Flower Fun Facts on Facebook
1. Roses Are Red, Facebook is Blue…
ALSTROMERIA2%
CARNATIONS4% LILIES AND
CALLA LILIES11%
DAISIES INCL.
GERBERA6%
ORCHIDS3%
SUN-FLOWERS
5%
ROSES38%
TULIPS5%
OTHER FLOWERS27%
Share of Engagement by Flower Type
Why Roses?
Delicious smell and beautiful colors. Yellow: friendship and joy; pink: a symbol of love, gratitude and appreciation, orange: desire and passion (Teleflora’s blog)
Versatile meaning: roses represent all things to all people (Slate magazine)
Flower Fun Facts on Facebook
*Scope of the analysis: 2011-2012
2. What Type of Flowers are Each Brand’s Fans talking about?
Flower Fun Facts on Facebook
ALSTR
OM
ERIA
LILI
ES A
ND C
ALLA L
I...
CARNATI
ONS
DAISIE
S INCL.
GER
...
ORCH
IDS
SUNFL
OW
ERS
ROSES
TULI
PS
OTH
ER F
LOW
ERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3. Usage of Flower Types By Occasion
OTHER OCCASIONS
VALENTINES
THANKSGIVING
WEDDING
FUNERAL
CHRISTMAS
BIRTHDAY
ANNIVERSARY
*Scope of the analysis: 2011-2012
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