Presentation by: Jordan Glogau, SEO Enterprise Specialist, 1-800-Flowers www.bdionline.com

1. Partnership Proposal toEffective Media StrategiesPartnership Proposal to
Sandals & Preston Bailey
February 16, 2006
Effective Media Strategies
for 2011
Presented by Jordan Glogau
Director SEO
1-800-Flowers

2. 1976
Purchase of
first retail floral
shop in
Manhattan, NY
1986
Acquisition of
“800Flowers” watts
line and renaming of
company after its
phone number
Launch of first
1-800-FLOWERS.COM
ecommerce website
Move to AOL as their
first merchant
partner and exclusive
floral partner
1995 2001
2004 2005 2006 2008
1994
2009
Acquisition of
HearthSong/ Magic
Cabin children’s gifts
business
Acquisition of
The Popcorn
Factory
2005
Launch of
BloomNet Wire
Service
business
Acquisition of
The
WineTasting
Network
2005
Acquisition of
Wind&Weathe
2005
Acquisition of
Chery&Co.
bakery gifts
2007
Launch of
GreatFood.com,
Celebrations, &
1-800-Baskets.com
2006
Acquisition of
Fannie May
Confections
Brands, Inc.
2008
Acquisition of
DesignPac
Gifts LLC
2002
2009
Acquisition
of Geerlings
& Wade

3. LOOKING BACK AT 2009 MIX BY VERTICAL

4. 2010: MULTI-CHANNEL MIX, INCREASED FOCUS
ON SOCIAL COMMERCE
• New & Emerging Channels: Social Media, Mobile, Online
Video
• Online: Search, Email, Display, Retargeting
• Broadcast: TV & Radio• Broadcast: TV & Radio
• PR/Brand: Contests, Charities, Celebrity Partnerships
• Web: Increased focus on Social Commerce
• Print: Catalog

5. SOCIAL COMMERCE:
• 2010 statistic: *In August, U.S. Internet users spent 41.1 billion
minutes on Facebook, surpassing Google's 39.8 billion minutes
for the first time, according to comScore.
• Strategy: be more than transactional to drive more
transactions.
• Tactics: Create places where customers can collaborate• Tactics: Create places where customers can collaborate
online, get advice from trusted individuals, find
recommendations, reviews, and wish lists, and make well-
educated purchase decisions.
• 1-800-Flowers example: integration of Facebook “Like It” and
birthday reminders functionality into multi-channel shopping
experience.

6. SOCIAL COMMERCE: LIKE IT & B-DAY REMINDERS

7. SOCIAL COMMERCE: EMAIL INTEGRATION

8. OTHER SOCIAL MEDIA STRATEGIES & TACTICS
• Launched Facebook & Twitter programs 2+ years ago.
• Strong network of bloggers.
• Ratings & Reviews integrated in Web shopping experience,
partnered with Bazaarvoice.
• Cross-functional / cross-departmental buy-in and support across• Cross-functional / cross-departmental buy-in and support across
Marketing, PR, and Customer Service.
• Content driven by what our fans and followers ask us for.
• Work with an agency that has expertise in the social space.
• Facebook store allows for transactions/sales without user having
to leave Facebook experience, partnered with Alvenda.

9. SOCIAL MEDIA: FACEBOOK STORE

10. SOCIAL MEDIA: FACEBOOK STORE

11. THE RISE OF SOCIAL GAMING

12. PR: BRAND VISIBILITY YEAR-ROUND
1-800-FLOWERS ON CBS’ “UNDERCOVER BOSS”:
VIDEO CLIP
http://www.youtube.com/watch?v=hMA0Eq48jYA

13. MOBILE: 1-800-FLOWERS PROGRAM
1-800-Flowers Mobile background:
• Launched Mobile Web 5+ years ago
• Launched multiple platform applications
– Launched Blackberry app 2.5 years ago– Launched Blackberry app 2.5 years ago
– Launched iPhone app 2 years ago
– Launched Android app 1 year ago
• Active in SMS, Mobile Display, Mobile Search Marketing for
2+ years

14. MOBILE: iTUNES APP STORE ADS

15. MOBILE: ANDROID MARKET ADS

16. MOBILE: IN-APP ADS

17. MOBILE: WHERE IT’S HEADED
• Consistently strong growth channel, significant channel shift
combined with new customers.
• Alternative Payment Methods will make Mobile shopping
easier/faster.
• Mobile-specific Acquisition marketing spends will increase.
• Tracking/analytics will become more robust, in line with what• Tracking/analytics will become more robust, in line with what
we see on traditional Web.
• Have a broad Mobile strategy: Let the customer decide what
Mobile device they most prefer using, rather than only launch
on one device. Include both Mobile Web and Mobile Apps in
your strategy.

18. KEY TAKEAWAYS FOR 2011:
• Social Commerce: be more than transactional to drive more
transactions.
• Mobile: 1 out of 3 phones in the US is currently a smartphone
and # is growing fast, optimize your Mobile presence for the
Mobile shopper. Projected 1 out of 2 by 2012.Mobile shopper. Projected 1 out of 2 by 2012.
• Online video: integrate where relevant, shoppers will soon
come to expect more video (ie: 360 product views).
• Online display ads: integrate contests to drive CTR, focus on
behavioral targeting & re-targeting.
• PR/Brand: stay top of mind year-round, charities, contests &
celeb partnerships get even more visibility due to Social Media.

19. Thank you!
Follow-up questions any time:
jordang@1800flowers.com