Joliet Floral Social Media Plan Final
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JOLIET FLORAL Over 95 years of love in every arrangement! Social Media Strategy March 13, 2013 Anna Smajic ~ Rebecca Hendon
Transcript of Joliet Floral Social Media Plan Final
JOLIET FLORALOver 95 years of love in every arrangement!
Social Media Strategy March 13, 2013
Anna Smajic ~ Rebecca Hendon
Background
Goals & Objectives
“Before” Analysis
Social Media Strategy
Immediate Tools
Future Tools
Competitor Analysis & Summary
“After” Analysis
Lessons Learned
Summary
AGENDA
Joliet Floral Co. started approximately 95 years ago as a family owned business
Located in downtown Joliet, IL
In December 1984, Jim and Gail Jerbi purchased Joliet Floral
The store recently relocated in November 2012 to a strip mall location in Joliet, IL
Products include fresh flowers, silks, bridal and funeral arrangements, and plants
COMPANY
GOALS & OBJECTIVES
Establish a realistic strategy
Reach a new market of customers
Increase brand awareness
Enhance customer service
Build community through online tools
Maintain ability to compete against other stores selling flowers
Increase sales
Have fun!!
Website sponsored by FTD / Teleflora
Facebook page established in 2010, but not maintained
Minimal online presence
JOLIET FLORAL “BEFORE”
Simple
Effective
Immediate Implementation Relaunch Facebook
Establish Pinterest
Establish Twitter
Future Implementation (4-6 mos) Establish You Tube Videos
Establish HootSuite to manage existing tools
Use tools that compliment one another
Use tools that are appropriate to market Joliet Floral brand
SOCIAL MEDIA STRATEGY
CURRENT TOOL ~ FACEBOOK Established in 2010
Not maintained well
Relaunch as part of social media plan
Post consistently now
Find out what people are interested in
Offers new, information and specials!
Track metrics such as “likes” and number of followers
IMMEDIATE TOOLS ~ PINTEREST Established in 2013
Post photos of flowers
Categorize photos by holidays and major events such as Valentine’s Day, Mother’s Day, Christmas, Birthday and Wedding
First board is Bridal photos
Observe other photos and understand trends
Track metrics such as following, followers, pins and repins
IMMEDIATE TOOLS ~ TWITTER Established in 2013
Tweet about flower ideas especially around holidays and major events such as Valentine’s Day, Mother’s Day, Christmas, Birthday and Wedding
Tweet about pins on Pinterest and posts on Facebook
Follow brands such as FTD and Teleflora
Encourage customers to become followers for special deals
FUTURE TOOLS ~ YOUTUBE Planned Implementation to be
end of 2013
Post videos of flower arrangements and creative flower ideas
Center certain videos around seasonal events such as Spring or Fall
Use Facebook and Twitter to repost or tweet videos
Track metrics based on commentary
FUTURE TOOLS ~ HOOTSUITE Planned Implementation to be
end of 2013
Will be used as a Social Media Management System
Track metrics using free analysis reports
o Number of clicks per day
o Geographical information on the people clicking through
o Top referrers
o Most popular links
COMPETITOR ANALYLSIS
Vern Goers Greenhouse: Monthly email newsletter with information about their business, upcoming events and seasonal trends for 2013. Also participate on LinkedIn, Facebook, Twitter, Pinterest and Google+. Vern Goers is located in Hinsdale, IL.
P.S. Flowers: Monthly email newsletter with information about their business and the upcoming Easter holiday. Also participate on Facebook, Twitter, Pinterest, and Google+. P.S. Flowers is located in Glen Ellyn, IL.
Palmer Florist: Local competitor in Joliet, IL ~ no current use of social media
The Petal Shoppe: Local competitor in Joliet, IL ~ no current use of social media
Designs By Diedrich: Local competitor in Joliet, IL ~ no current use of social media
COMPETITOR SUMMARY
MIXED FINDINGS ~ some companies using a large variety of social media tools, local competitors using none.
HUGE OPPORTUNITY ~ for Joliet Floral to be a first mover in their area to participate with these tools.
LOCAL COMPETITORS ~ smaller, family owned shops that have been around for a long time and rely on their strong reputation for business.
ONLINE DEMOGRAPHIC ~ capture this market before your competitors do!
JOLIET FLORAL “AFTER”
Expansive new online market for Joliet Floral to tap into.
Facebook, Pinterest and Twitter accounts are up and running!
Continue working with The Jerbi’s to understand and use the tools.
Monitor and reassess the tools often. Decide what is working and what is not. Make changes accordingly.
Back up plan includes having their three children assist with managing the tools if the burden becomes too much for Gail and Jim.
In four to six months establish and use YouTube and HootSuite accounts.
Time is not always your enemy
Do not be afraid to ask for help
Technology is always changing – be ready!
Consistency is key
LESSONS LEARNED
SUMMARY
Bring an old business into a new world of social media
Create brand awareness and drive consistent online presence
Make Joliet Floral more accessible to customers
Continue working with The Jerbi’s to understand and use the tools
Monitor progress and track recommended metrics
