This document provides tips for using social media to build a floral business. It discusses how social media has changed communication and marketing. The biggest obstacles florists face with social media are not knowing how or not having time. However, social media can increase sales, traffic, and loyalty when used effectively. The document provides strategies for using Facebook, Twitter, and Pinterest to engage customers and drive business, including claiming business profiles, creating engaging content, and using analytics to measure results. It emphasizes focusing on customers and using available resources for support.

1. 1

2. How to Build your
Floral Business with
Social Media
Milena Regos

3. About Me
Work Hard. Play Harder.
about.me/milenaregos
Twitter hashtag: #UnitedWeBloom

4. “THE TIMES THEY
ARE A-CHANGIN’.”
BOB DYLAN
PhotoCredit: Savingcountrymusic.com

5. Social media is
PEOPLE using
Technology to
Communicate
91% of today’s online U.S.
adults use social media
Source: Experian Simmons The 2012 Digital Marketer

6. Remember that:
It’s less about
the
NETWORKS

7. and more about
the PEOPLE

8. For florists - the biggest obstacles to entering in
social media marketing are:
0.6
54%
0.45
0.3
22%
0.15
12%
8%
0
4%
w e i t ue ve
w ho et
im
ve in e val abo
kno hav elie th the
on
’t on
’t
n’t
b
’t see ll of
D D Do n A
Do
Source: Out&About Marketing Imagine Social Media Survey 2011; n:285

9. For florists - the biggest obstacles to entering in
social media marketing are:
60%
0.6
54%
0.45
30%
0.3
22%
0.15
12%
8%
0%
0
4%
w e i t ue ve
w ho et
im
ve in e val abo
kno hav elie th the
on
’t on
’t
n’t
b
’t see ll of
D D Do n A
Do
Source: Out&About Marketing Imagine Social Media Survey 2011; n:285

10. 100%
96%
75%
Believe in it
50%
25%
4% Don’t believe in it
0%
Source: Out&About Marketing Imagine Social Media Survey 2011; n:285

11. 74% of gift retailers use social media
100%
99%
75%
50%
43%
34% 33%
25%
0%
Facebook Twitter LinkedIn Pinterest
Source: GiftRetailerSurvey 2012

12. Facebook: 955 mil active
users - just shy of a billion.
! ! ! 1000000000

13. 70% of
local
businesses
use
Facebook.
Source: Jeff Bullas.com

14. 90% of gift
retailers say
Facebook is
the most
effective
social media
site
Source: GiftRetailerSurvey 2012

15. For your customers who
like your brand on
60% are more likely to
recommend
Source: Chadwick Martin Bailey, Mar 2011

16. For your
customers who
like your brand on
51% are
more likely
to buy from
you
Source: Chadwick Martin Bailey, Mar 2011

17. Twitter: >200 mil active Twitter users
36% men 64% women
Source: DigitalFlash, Jeff Bullas.com

18. Pinterest
18% men 82% women
>10 mil users
drives more traffic than Twitter
Source: DigitalFlash, Wall Street Journal, Mashable.com

19. Pinterest users are second
in buying power out of
the top 5 social networks
Source: Comscore.com

20. However, Pinterest
users spend more
money, more often,
on more products
than any other social
media site.
Source: Comscore.com

21. Challenge I: Solution:
Don’t have Single
time Platform

22. Powering more than
500,000 local businesses

23. YESTERDAY

24. TODAY

25. OURPRODUCT
Enter your products,
services, hours, locations,
photos & more.

26. MOBILEWEBSITE

27. OURVALUE
For the price of a
• Get your storefront and menus
in front of millions of potential
and undecided customers
• Easily change your menu,
specials as often as you choose
• Show up in searches based on
or slightly less than location, specific items or
popularity
• Make your digital marketing
extremely efficient
• Enhance your brand awareness
per day you
can:

28. Challenge 2: Support:
Don’t know 1-800-
how Flowers

29. Facebook: Store Locator

30. Find a Store
Map View List View

31. Customize your appearance
Space for co-
branded logo
Space for Shop-specific
promotions

32. Let’s talk
about

33. 7 #1 Claim your
facebook business name
strategies Ex: facebook.com/
outandaboutmarketing
for
success

34. https://www.facebook.com/username

35. #2: Create a great looking Facebook page

36. Get creative with your Facebook Cover Photo

37. Change your photo to reflect the season

38. Showcase your products in a colorful way

39. Use one single image to light up your page

40. Show what you do

41. Show what you do + Be personal

42. #3: Post Good Content
• Educate
• Inform
• Entertain
• Limit self
promotion

43. #4 Use Facebook Ads to attract
qualified leads
Start by going to: https://www.facebook.com/advertising
Min daily spend: $10/day
Pay per click model

44. #5 Offer Facebook exclusive deals
#1 reason to
like your page
(67% of ppl)
$300 budget
58 new gym members
156 new likes
$8,148 in revenue
ROI: 2,616%

45. Focus on your fans

46. #7 Use Facebook Insights

47. DYI Facebook Resources
• https://www.facebook.com/business
• https://www.facebook.com/about/pages
• https://www.facebook.com/marketing
• http://facebook-studio.com/news/index

49. Use the background image

50. Use the advanced search on Twitter
search.twitter.com

53. Use HootSuite to manage your Twitter

54. Schedule Tweets

56. Pinterest first became known with
WOMEN PLANNING WEDDINGS
and is still the largest demographics.

57. Get an account

58. Upload quality images

59. Over 80%
of pin on
Pinterest
are repins.
Upload
new
content.

60. Add a pin to your website

61. Does social media work?
33% report higher
sales
44% report higher in-
store traffic
40% report increased
customer loyalty
Source: GiftRetailerSurvey 2012

62. But
how do
you
measure
LOVE?

63. Your Action List
1. Set aside time daily - min 1 hour to work on your digital presence
or hire someone.
2. Secure your business listings/profiles - social, local - Facebook,
Twitter, Google,Yelp, Instagram, etc.
3. Create/Improve your Facebook business page. Schedule daily
updates.
4. Set aside time for future training - webinars, white papers, ebooks,
conferences.
5. Use 1-800-Flowers resources/SinglePlatform resources.

64. Get 40 extra free tips,
tools and best practices
• 20 best practices to rock your
Facebook page
• 10 free listening tools
• Milena’s faves: 10 time management
tips
• Sign up now on
www.outandaboutmarketing.com and
get them delivered to your inbox

65. Thank you!
Milena Regos
Twitter: @milenaregos
milena@outandaboutmarketing.com
775-771-6863
http://www.outandaboutmarketing.com
http://www.slideshare.net/milenaregos
Images photo credit: Creative Commons unless indicated otherwise