See how 1-800-Flowers.com CEO, Chris McCann, puts people and
social at the center of everything they do.
1-800 flowers really exists for the sole
purpose of delivering smiles my brother
Jim and I who started with one flower
shop we often to go back to we need the
type of interaction we had with our
customers in that very first store when
they would stop in from the community
chat with us all of a sudden Facebook is
a platform that's all about customers
telling stories so we no longer have to
try and generate that it's happening
automatically within Facebook well
within the last year or so we've really
transformed our thinking to drive
everything we do to be social by design
and for us it just means let's look at
every single application we build let's
look at every single business function
we do and make sure there has a social
element to it I start off with the
mantra if it's not social we're not
doing it as we head into our key floral
holidays this year
the beginning with Valentine's Day we
looked at this as an opportunity to take
a lot of the learning that we have done
and really apply it to a major part of
our marketing initiatives so for the
couple of weeks leading up to Mother's
Day week we would reach out to moms and
ask them to come to our site or to our
fanpage and like which products they
would like to receive a Mother's Day it
helped us in our merchandising
strategies for example the four most
liked products in that campaign wound up
being four of the top five selling
products that we had for the Mother's
Day season as we're getting ready to
launch our next brand
everything's Facebook when we look at
Facebook overwatching measurement of
success this level of engagement that we
get with our customers
the thankfulness we get from our
customers by being so responsive whether
it be a customer service issue that were
responding to on Facebook or by being
responsive to their needs and questions
that they have for us we know that let
that engagement translates into sales
right now we have over 200,000 fans that
gives us the ability to reach over 40
million friends of friends but the value
of us reaching those 40 million people
with an endorsement from our fan base is
tremendous in Sponsored Stories really
allows our customers to tell our story
for them it's the most effective
marketing channel we found today so
we're always looking for the
ways to get our customers to tell that
story about why they will move to send
someone flowers to begin with
that's what I think Spurs brand
advocates to post information about us
online to give us content to give us a
story about how they use our products
and services more importantly post a
photograph of the smile that we
delivered to them and it's wonderful
that our customers are finding it that
they love the opportunity to share that
with the world on Facebook when I look
at what we've accomplished on Facebook
so far I really adopt one of the
comments that drives the culture of
Facebook the journey is only 1% finished
purpose of delivering smiles my brother
Jim and I who started with one flower
shop we often to go back to we need the
type of interaction we had with our
customers in that very first store when
they would stop in from the community
chat with us all of a sudden Facebook is
a platform that's all about customers
telling stories so we no longer have to
try and generate that it's happening
automatically within Facebook well
within the last year or so we've really
transformed our thinking to drive
everything we do to be social by design
and for us it just means let's look at
every single application we build let's
look at every single business function
we do and make sure there has a social
element to it I start off with the
mantra if it's not social we're not
doing it as we head into our key floral
holidays this year
the beginning with Valentine's Day we
looked at this as an opportunity to take
a lot of the learning that we have done
and really apply it to a major part of
our marketing initiatives so for the
couple of weeks leading up to Mother's
Day week we would reach out to moms and
ask them to come to our site or to our
fanpage and like which products they
would like to receive a Mother's Day it
helped us in our merchandising
strategies for example the four most
liked products in that campaign wound up
being four of the top five selling
products that we had for the Mother's
Day season as we're getting ready to
launch our next brand
everything's Facebook when we look at
Facebook overwatching measurement of
success this level of engagement that we
get with our customers
the thankfulness we get from our
customers by being so responsive whether
it be a customer service issue that were
responding to on Facebook or by being
responsive to their needs and questions
that they have for us we know that let
that engagement translates into sales
right now we have over 200,000 fans that
gives us the ability to reach over 40
million friends of friends but the value
of us reaching those 40 million people
with an endorsement from our fan base is
tremendous in Sponsored Stories really
allows our customers to tell our story
for them it's the most effective
marketing channel we found today so
we're always looking for the
ways to get our customers to tell that
story about why they will move to send
someone flowers to begin with
that's what I think Spurs brand
advocates to post information about us
online to give us content to give us a
story about how they use our products
and services more importantly post a
photograph of the smile that we
delivered to them and it's wonderful
that our customers are finding it that
they love the opportunity to share that
with the world on Facebook when I look
at what we've accomplished on Facebook
so far I really adopt one of the
comments that drives the culture of
Facebook the journey is only 1% finished
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