How Businesses Should ApproachSocial Media
FSN is an advocate for real local florists.
We provide the following services just for florists:
Online Local Florist Directory
E-commerce Websites
E-mail Campaigns
Florist-to-Florist Transfer
Free Marketing Resources
Social Media Assistance
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People do not care how much you know, until they know how much
you care. Theodore Roosevelt
Social Media is...
networking that expands brand awareness, trust/authority and
builds community,leading to increased business.
Florists Have The Advantage
Why does social networking work so well for florists?
Florists work in a very visual, creative field.
Always have alluring content for visual sales.
Easier than ever with smart phones.
Social Media
does not replace your website.
Facebook
Facebook is not a place to make direct sales,it is a place to
connect to your customers on their terms. (Build brand awareness
and customer loyalty)
Why Facebook?
You will likely find more of your local audience on Facebook
than any other social platform.
Easy to learn
Fits into any routine
Detailed analytics
Who's On Facebook?
Demographics of Facebook
57%
43%
Female
Male
316 million active users in the United States alone.
What To Do on Facebook
Give more, get more.By posting photos, asking questions, and
tailoring posts to get get more interactions (likes, comments), you
will increase your Page's visibility.
Learn to use Facebook As A Page
Post at least 2 times a week, even if you have to schedule them
in advance.
Promote your website by sharing links in statuses and using
links in photo captions
Share pictures of your best arrangements to entice sales/gain FB
interactions (Dont forget to add a website link in the
caption.)
What To Do on Facebook
When in Doubt, Think in Real Life When interacting with
customers on social media, respond the way you would if that person
were standing in front of you in real life. Liz Jostes
Create Facebook Events for workshops, open houses and other
store happenings.
'Like' Pages of authority (FSN) and those in your community
(Chamber, partner businesses, etc)
Create An Offer, either online or in store, to convert Likes to
$$. (Currently a free service.)
What NOT To Do on Facebook
Keep it RelevantDon't post random videos or funny pictures on
your page just to be posting. You will always find SOMETHING
related to flowers to post.
Don't overuse the same status over and over again.
Don't 'sign' statuses or replies with shop names/phone
numbers.
Don't offend (no political, or derogatory posts).
Don't spam (Don't copy/paste your promotion on every Page you
can find).
Facebook Who's Who
Trigs Floral, Minocqua WI facebook.com/trigsfloral
Buds & Blossoms, Edgewood MDfacebook.com/budsandblossoms
Something Sweet, Paragould ARfacebook.com/budsandblossoms
(Posts great photos!)
(Has great status updates.)
(Uses photos to entice customers.)
Social media works. But you have to work it. Randy Gage
Twitter
Twitter connects businesses to customers in real time.
Businesses use Twitter to quickly share information with people
interested in their services, gain feedback, and build
relationships with customers, partners and influencers.
Why Twitter?
People follow Twitter accounts to be informed and reminded about
your services.
Real-time voice for your shop.
Fits into any routine.
Can be automated.
Who's On Twitter?
Demographics of Twitter
59%
41%
Female
Male
140 million active users in the United States alone.
What Do I Tweet?
A Shop's Public BroadcastThink of tweeting as short
announcements and reminders for what's happening in your flower
shop.
Tweet about promotions, events or workshops.
Tweet photos of arrangements or behind-the-scenes.
Tweet reminders for holidays
Retweet local announcements or info
Retweet anytime someone mentions your shop.
What To Do On Twitter
Link Your Twitter Feed Automate your Tweeting by linking your
most-used social networks, such as Facebook, to it. I just posted 6
new photos to Facebook.
However, it's not a good idea to feed your Tweets to
Facebook.
Tweet with a real message, not just a name and phone number.
Use hashtags (#example) to tag your tweets, especially local and
city tags.
Use a URL shortener to fit longer URLs in to 140 characters.
Tweet anywhere with your mobile phone.
Get your notifications sent to email for effortless
correspondence.
What NOT To Do On Twitter
No Personal TweetingWhen using Twitter for business, avoid
tweets that are irrelevant to your business. Eating lunch today
with friends - Not okayTreating the whole staff to lunch downtown
today! - Okay!
Don't be a self-promoting spammer.
Don't update every once in a while. Its designed to be frequent!
(Use Feeds)
Conversely, don't over tweet. Wait at least few hours between
tweets.
Avoid auto-responders. Comes off as cold/tacky.
Don't add PLEASE RT! to every post.
Twitter success does not depend on your followers count.
Twitter Who's Who
Monday Morning Flowers, Princeton NJ @mondayflowers
Academy Florist, Winnipeg, MB@academyflorist
FloristsReview, (Magazine)@FloristsReview
Google+
Google+ is an interest-related social network used for
discussions and relationship building.
It's Google's Social PlatformIf you want to play Google's Game,
you have to wear their uniform.
Why Google+?
It's Google. Having a presence on Google+ could help boost
rankings.
Gives customers good directions to your store.
G+ information & reviews show up on your Google listing.
All posts get seen, no post rank (like in Facebook).
Who's On Google+?
Demographics of Google+
29%
71%
Female
Male
90 million active users in the United States alone.
What To Do On Google+?
Your Google+ Local Page Exists!Find it in local search and claim
it by clicking Manage This Page, under Is This Your Business?
Post as often as you are able (scale this depending on
engagement).
Post pictures of latest arrangements.
Post links from your website.
Encourage customer reviews.
What To Do On Google+?
Create an compelling and memorable 'About' tab.
Organize your customers with Circles (VIPs, Men, etc.), post
specific content to each.
+1 Posts from friends and customers.
What NOT To Do on Google+
Keep it RelevantDon't post random videos or funny pictures on
your page just to be posting. You will always find SOMETHING
related to flowers to post.
Don't overuse the same status over and over again.
Don't 'sign' statuses or replies with shop names/phone
numbers.
Don't offend, no political, or derogatory posts.
Don't spam Don't copy/paste your promotion on every Page you can
find.
Google+ Who's Who
Designs By David, Los Angeles CAgplus.to/DesignsDavid
Trias Flowers, Weddings & Gifts, Miami
FLgplus.to/TriasFlorals
Mayesh Wholesale Flowers, (Wholesaler)gplus.to/Mayesh
Pinterest
Pinterest is an photo sharing, social media tool used to create
and manage theme-based image collections.
Why Pinterest?
It's a custom-made visual storyboard or portfolio for your
potential audience.
More than social media, Pinterest is a social tool you can use
online and in store.
Visually show customers what you have done, can do, and also
what you want to do.
Who's On Pinterest?
Demographics of Pinterest
82%
18%
Female
Male
21 million active users in the United States alone.
What To Do On Pinterest?
Make A Range of BoardsGood idea to plan your board strategy.
If you could build your own selection guide, what chapters
(boards) would you use?
Pin great photos.
Use good pin descriptions with keywords.
Use calls-to-action when linking to your website. (Click to see
more of our Mother's Day selection...)
What To Do On Pinterest?
Always Give Due CreditNever strip the credit link from pins,
unless they are wrong and you are correcting them.
Pin pictures of your own arrangements with links back to your
website.
Repin pictures of designs you WANT to create from others in the
industry.
Use the mobile app to easily upload your own photos and pin on
the go!
What NOT To Do on Pinterest
Keep it Relevant Keep the recipes and beach pictures to your
personal Pinterest.
Don't edit pins that aren't yours to link to your website.
Keep boards organized, don't post a bunch of cookie recipes to
your red roses board.
Don't ignore the descriptions. Using good descriptions with
keywords helps get your pins found.
Pinterest Who's Who
TCU Florist, Fort Worth TXpinterest.com/TCUFlorist
Allan's Flowers & More, Prescott
AZpinterest.com/allansflowers
Flower Shop Network, pinterest.com/flowershopnetwk
LinkedIn
LinkedIn is a business-oriented social networking site that
helps you find and be found by expertise.
Who's On LinkedIn?
Demographics of LinkedIn
50%
50%
Female
Male
175 million registered users.
Why LinkedIn?
Increase professional awareness.
Gain access to business tools and forums.
Find and connect with professional and corporate clients.
What To Do On LinkedIn?
Optimize Your LinkedIn URLUse your company name or other
specific keyword in your LinkedIn profile URL to help it get found
by search engines.
Fully Complete Your Profile including a professional image and
website link.
Connect with colleagues, partners and those in the industry.
Give and Receive Recommendations by asking people in your
network if theyll provide one for you, and offer to do the same for
them.
What Not To Do On LinkedIn?
Not Your Kid's Social NetworkRemember LinkedIn is a professional
social network. Don't tYpE LiKe Dis. Don't make spelling errors. No
wild photos. Keep it professional.
Don't Lie on your profile.
Don't ask for or endorse people you don't know, again, it's all
about truthfulness.
Work Your Connections - LinkedIn is about building on
relationships you already have. (This is not Facebook)
Instagram
Instagram is a popular smartphone social tool that allows you to
easily create beautiful photos and share them to many different
social networks with just a few clicks.
Why Instagram?
Using filters, you can create great-looking photos on the
fly.
Easily share these photos with your social networks.
Very user-friendly.
Geo-targeting lets you reach your local audience.
Who's On Instagram?
Demographics of Instagram
52%
48%
Female
Male
90 million active users.
What To Do On Instagram?
Create A #HashtagCreate and use a unique hashtag for your flower
shop to use in pics of flowers and
products.#CityFloristBostonMA
Use filters and tilt-shift to make photos look better.
Post often, but only once or twice a day.
Use hashtags, especially your city's.
Use Instagram to post to your shop's Facebook Page.
What To Do On Instagram?
Geotag your location when posting from your shop. (Geo info
reads from FourSquare.)
Encourage others to tag your products in their pictures with
your hashtag.
Find users that get results and use similar strategies.
What NOT To Do on Instagram
Don't post pictures that you did not take.
Don't offend. Don't post about anything political or
offensive.
Don't ignore the descriptions and hashtags.
Instagram Who's Who
English Garden Florist, Raleigh
NCinstagram.com/englishgardenraleigh
La Boutique Pompon, Paris FRinstagram.com/boutiquepompon
P. Allen Smith, Arkansas http://instagram.com/pallensmith
Social Media Cheat SheetUse a separate Business Account for your
shop, instead of a personal profile, if possible. (Facebook,
Twitter, Pinterest, Instagram)
Choose a profile picture and stick with it. Use your logo or
shop photo, something memorable. (Any platform)
Fill out your Business Information completely and consistently,
including a link to your website. (Any platform)
Find businesses who do social media well, and follow their lead.
(Any platform)
Cheat Sheet - PostingMake sure your posts are adding value to
your page.
Remember be engaging to your followers, no matter how many or
few you have.
Monitor your social networks. Whether you check them every day,
or have updates sent to email, always monitor.
Be real. Just remember to be yourself and represent your flower
shop as you would in the store.
Learn the times of day your audience is most active online and
schedule posts around that time.
Cheat Sheet - LingoHashtags - a word or a phrase prefixed with
the symbol #. When used, it adds your message to the group of
messages that also contain your keyword. (Twitter, Google+,
Instagram)
Mentions Mentions are a way of tagging (or mentioning) someone
you are connected with in a status update, tweet or comment. Use
@Username to mention someone. (Facebook, Twitter, Google+,
Pinterest, Instagram)
Shares, Retweets & Repins Just like forwarding email, shares
and retweets are pushing information from the original source to
post on your own page, feed or board. (Facebook, Twitter, Google+,
Pinterest)
Cheat Sheet - FollowersConcentrate on local followers; they are
more likely to become customers.
Inviting Invite friends, family and staff to like your page. You
can also usually find followers to invite by e-mail.
Following Others Find others in your community on social
networks and follow them. Follow profiles of authority in your
industry. (Networking and gives you content to share.)
Use Hashtags - especially city-specific tags when appropriate.
#florist #BostonMA They will help you get found locally.
Social Calendar
Daily Social To-DosAt least once, daily.
Post photos to Facebook/Instagram (Photos gain the most
interactions.)
Ask questions in Facebook statuses.
Post about the latest shop news on Facebook /Google+
Share articles from your blog or from the floral industry.
Topics To Post About
Current holidays
Birthdays
Sympathy Flowers
Romance
Just Because Flowers
Get Well Flowers
New Babies
Houseplants & Gifts
(Don't forget, you can schedule a lot of this to go out
automatically.)
Social Calendar
Monthly Social To-DosTasks to consider each month.
Send out monthly Emails.
Manage reviews on your site and other social review sites
(Yelp)
Like/Comment on fellow Pages in your community while Using
Facebook As Your Page.
Make a shop video!
Social Calendar
Occasional Social To-DosTry doing these tasks every 3-6
months.
Organize photo albums with only best photos, good names,
description and cover photos.
Write a guest article for a local or industry blog/magazine.
Organize a flower photo shoot to get exceptional photos for
promotional materials.
Host an open house or workshop and promote with Facebook/Google+
Events. (Don't forget to post pictures from the workshop to
Facebook/Instagram.)
Social Feeds
Social Feeds Make Being Social Easy,But you have to do it
right!
FB
Twitter
Your WebsiteInstagram
Pinterest
Link To Your Website!!
Link
Link
Try to link back to your website as much as possible.
Use Facebook to announce or post new content.
Twitter will auto announce new activity for all social posts and
updates.
Connected to share updates where the arrow is pointing.
Link posts back
Social Resources
Facebook Timeline For Floristshttp://bit.ly/YygaMq
What Is Pinterest & How Can It Work For Florists?
http://bit.ly/H2f6z3 Instagram & Florists
http://bit.ly/XE8XeGSetting Up Your Google+ Business
Pagehttp://bit.ly/YygaMq
Questions?
Jamie Jamison AdamsSEO/Inbound Marketing
FlowerShopNetwork.com
[email protected]
