Social Media Case Study - Boesen the Florist

8/9/2019 Social Media Case Study - Boesen the Florist

1/20

Authored by:Doug Mitchell [email protected]

CASE STUDYBoesen the Florist Deploys a ComprehensiveInternet Marketing Strategy

CASE STUDY


2/20Copyright 2010

x

q

y

Setting the Stage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

The Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

What We Discovered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

What actually happened? . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

FlowersDesMoines.com . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Real Dollar Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Challenging Metric . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Google Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Conclusions & Future Plans . . . . . . . . . . . . . . . . . . . . . . . . . 19

qTable of Contents:


3/20

73

5v

.

5 v

.m515.306.9319

Interactive Marketing tools admittedly the

Boesen team was skeptical.

potential engagement:

Our team explained that these new

media marketing methods are part of a

where 99.99% of companies go wrong.

Most companies bolt on additional new

media marketing tools without having

any idea of what their outcomes, goals,

or metrics should be.

Boesen was well aware that the face of

marketing was evolving around its 86-year-

catalyst for change. Boesen is a pioneer in

e-commerce fully and go online with stores).

But the pace of change in the market and the

explosion of social marketing had outpaced

The Boesen team did not know then thatredirecting some marketing dollars to give

this stuff a try would have such a positive

philanthropy, and its sales revenue.

Setting the Stage

Tom Boesen - Boesen the Florist

The Problem


4/20Copyright 2010

74

x

q

y

when executing a Social Marketing strategy,

at Boesen we have done just that. Boesen has

seen increased sales online, over the phone,

and in their store locations.

growing each month.

Here are the major successes:

do not share any keyword focus

FlowersDesMoines.com to Boesen.com

consists of new visitors.

Boesen.com (FlowersDesMoines.com went

Boesen to reach out to an entirely

new demographic.

FlowersDesMoines.com is organic.

including the upfront costs of execution,Boesen the Florist recouped their initial

investment and all recurring monthly

investment in a little over 3 months.

average Boesen the Florist sees a month-

to-month ROI of 200%.

higher conversion rate than any other

referral site or search engine

for Boesen.com.

Boesen the Florist has saved thousands

wasteful online advertising through

decision-making principles.

Executive Summary


5/20

75

5v

.

v

1. Google Analytics

4. Google.com

5. TwitterCounter.com

6. Google AdWords

7. Twitter.com

Methodology


6/20Copyright 2010

76

x

q

y

Our team dove in and discovered that like

presence was very powerful as a shopping

It was not however conducive to putting out

compelling and fresh marketing content.

Additionally, Boesen did not have the staff

to create the content nor the expertise to

Boesen needed a foundation for its own

foundation is an additional marketing site or

engines and it provides and easy interface for

rapid content release.

also needed to:

advantage of positive chatter in the online

marketplace while addressing any

negatives head on...proactively.

for you and your company.

and speaking WITH them.

What We Discovered


7/20

77

5v

.

the 3rd dimension.

that limit shopping to a couple highlighted

of choices.

the value (or lack thereof) of Internet

The company since Boesen is merely

a collection of people representing the

and committed in the process of

assimilate into Boesen culture to drive its

content creation.

Our team had a lot of work to do. We were

focused on a shrinking economy, promotions,human resources, etc.

So more simply stated our overriding goal for

Boesen the Florist was to:

Create a comprehensive web strategy

using interactive media that would

integrate into and modify Boesens

overall marketing strategy resulting

in increased online sales and a newlyengaged buying demographic of 18-40

in the Des Moines metropolitan area.


8/20Copyright 2010

78

x

q

y

x

qm

following online.

are the details.

What Actually Happened?

y m


9/20

79

5v

.

We utilize Twitter to accomplisha variety of things.

contact with our following so they know

with sales. This engagement has opened

a completely new channel to a hyper-local

and engaged online demographic.

amount for good causes and the

community. Twitter has provided a

channel where a new segment of our

philanthropic efforts. Twitter originated

chance to participate with new

and giveaways that reinforced the Boesen

following and even caught attention in

the Des Moines Register. Boesen the

Florist was included (through linking and

videos that resulted from this type ofonline participation.

Many are interested only when it comes

to contests and events. If the

to adapt and offer new contests that are

approaching 4,000 click-throughs.

Approximately one half of those went directly

to Boesen.com. Most of the other half went

click throughs.

content. Days with great deals and a lot

of conversation have more click throughs.


10/20Copyright 2010

710

x

q

y

x

m

when Boesen engaged createWOWmedia to

During this period they also lost 20 fans,

which is natural. The goal is to have a loyal

relationship.

m


11/20

711

5v

.

have reached the very group we

were targeting.

of their fans are 34 years old or younger.

environment for those 34+. 67% of their fan

support Twitter and FlowersDesMoines.com:

a powerhouse of online engagement.

All of our online contests and events were

our micro-site.

where individuals can and have uploaded

Boesen the Florist.

data as well.

received nearly 700,000 impressions within

25 miles around Des Moines, IA in a 3-day

throughs and conversions were minimal.


12/20Copyright 2010

712

x

q

y

m

x

FlowersDesMoines.com is a targeted

micro-site that supplements Boesen.com.

FlowersDesMoines.com is used as the home

campaign. Content production on this site

FlowersDesMoines.com is already providing

in the next chart.

engines. The constant output of new content


13/20

713

5v

.

The majority of these visitors are new visits.

visits per keyword are 94.66%.

only one of these keywords actually has

contrast with Boesen.com where virtually

every major keyword has the word Boesen.

This further demonstrates that our

Boesen the Florist.

predisposed to purchase from Boesen the

for Boesen.

to increase referrals to the current catalog

purchase through FlowersDesMoines.com

as well to test different product mixes andcheckout procedures, e.g. reducing choice

to only 1 special item and providing a simple

procedure. To date, FlowersDesMoines.com

has a higher conversion rate than any other

referring sites including Google.

Keywords

5 v


14/20Copyright 2010

714

x

q

y

m

x

mqmrelated keywords.

was searching for an event Boesen was

participating in, the Bridal Forum this past

article, pushed a few tweets on Twitter and

search was done. Their keywords were:

results. We were ahead of other events

particular event.

to promote events, contests, giveaways,

Search


15/20

715

5v

.Boesen now has a loyal community online.These individuals have expressed their loveof Boesen the Florist. They participate inwell-planned contests and events. They take

advantage of deals. When someone complains

followers online come into the store to take

advantage of deals.

allowed for cash & carry pickups. Boesen is a

to one of the locations and pick something

v

.


16/20Copyright 2010

716

x

q

y

m

full 3-month period of our engagement:

Real Dollar Results

y


17/20

717

5v

.interactive media marketing. So heres how weve done it:

that for every one internet order there were three phone orders that were derived

from online marketing efforts.

has achieved.

Challenging Metrics


18/20Copyright 2010

718

x

q

y

mqgauge online-to-phone order conversion.among the different Internet marketing

outposts we use.

This does two things:

We can now apply another industry-accepted

4 minutes is likely an order.

picture of the impact and ROI of our

interactive media marketing efforts.

industry standard, we can work to raise the

the industry.

that allow us to track click through rates

conversion rate we can derive ROI from those

sites as well.

Google Voice


19/20

719

5v

.

v

Interactive Marketing campaign, the work is

Like most companies, Boesen the Florist

incrementally.

Our content production and online monitoring

design staff. Most images on the Boesen.com

site are more stock in nature. We will soon

We have niche markets that remain untouched

targeted content portal that will serve a

massively underserved market in the Des

Moines metro. This portal will leverage

multimedia and high value content to drive sales

engagement that they could not execute onwhat we laid out in our strategy plan. They had

to have ongoing help. Without this piece of the

considered a failure. It is wise for companies

considering an Interactive Marketing campaign

she just graduated with marketing degree.

overwhelming, i.e. setting up systems that will

support content, then create the content, then

edit the content into something powerful, etc.

our engagement every day.

Special thanks to Tom and Frank Boesen and

Thank you.

createWOWmedia

Conclusions and Future Plans


20/20

The Mitchell Group, LLC

West Des Moines, IA

[email protected]

Documents

Social Media Case Study - Boesen the Florist