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

Hungry for More Intelligence?

Drop by our:

Follow us on:

HOOSH Technology SAViale Cassarate 6 6900 LuganoSwitzerlandwww.hoosh.com