1. JOLIET FLORAL
Over 95 years of love in every arrangement!
Social Media Strategy
March 13, 2013
Anna Smajic ~ Rebecca Hendon

2. AGENDA
 Background
 Goals & Objectives
 “Before” Analysis
 Social Media Strategy
 Immediate Tools
 Future Tools
 Competitor Analysis & Summary
“After” Analysis
 Lessons Learned
 Summary

3. COMPANY
 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

4. 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!!

5. JOLIET FLORAL “BEFORE”
 Website sponsored by FTD / Teleflora
 Facebook page established in 2010, but not maintained
 Minimal online presence

6. SOCIAL MEDIA STRATEGY
 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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!

14. 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.

15. LESSONS LEARNED
 Time is not always your enemy
 Do not be afraid to ask for help
 Technology is always changing – be ready!
 Consistency is key

16. 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