Case Study

Brief

Interflora was aware of the power of social media but wasn’t sure of the best way to use it. RedEye approached the online retailer with a plan to use facebook to build the Interflora brand and increase its online presence.

Strategy

RedEye set-up a Facebook page on behalf of Interflora. The main idea was to provide a shared community for fans of Interflora to leave comments, post pictures and share feedback relating to the brand.

Execution

After setting up the Facebook page for Interfora, RedEye monitored pages reviewing traffic and viral success. All comments were fed back to Interflora for advice on how to respond (if at all). Any comments needing immediate action were flagged by RedEye and dealt with accordingly.

At the initial stage RedEye monitored the ‘uptake’ on the site and fed back on the following:

• Number of fans/friends/contacts acquired
• Number of comments/likes to updates on status
• Number of discussions started on groups or pages
• Number of comments left on profiles

RedEye systems ensured Interflora’s social media web page was populated with relevant and timely information to encourage interaction between Interflora and its customers and fans. Offers, promotions and competitions were posted on the page to encourage users to visit the Interflora website or sign up for email subscription.

Results

In the first three months the Interflora facebook page was live it received over 700 fans and assisted in the sale of 60 orders made directly from the facebook site.

"When RedEye suggested we incorporate Facebook into our customer engagement strategy it seemed like a no brainer in terms of reaching out to a larger audience. After just three months the results have been tremendous. Resulting in 60 orders and acquiring over 700 fans Interflora's Facebook Page is helping us reach out to new customers and build our relationship with existing customers. All in all we are increasing brand awareness and creating more orders."

Ricky Moxon, Digital Marketing Manager, Interflora