Measure Up 2010: Being an Innovator in Social Media; 1800Flowers.com Experiences ‘ an Interview with Lewis Goldman / 1800Flowers.com Episode 2/2

This post is co-posted with the StevenGroves.com website. Visit Steven Grove’s website here.

In this episode Lewis Goldman of 1800Flowers.com shares some of the successes 1800Flowers.com has had along with some of the lessons learned. The first is the booming growth in the adoption of mobile, their application for placing orders on a variety of mobile platforms is growing rapidly. Today you can use your Blackberry, Android, or iPhone to place an order from the 1800Flowers.com Mobile Gift Center in several categories for personal or business. 1800Flowers.com has not been afraid to try out new ideas has often been a first mover in many areas to stay connected to their audience and they try a lot of things, sometime uncertain of the outcome; case in point was the effort in creating a 1800Flowers.com store in the 3D social platform of Second Life, which they discovered was not the right platform at the time to connect them to their audience. A success is the development of the ideal customer model, which they have named ‘Tina’. Tina is the aggregate persona of the ideal 1800Flowers.com customer, which embodies the characteristics of the buying behavior they see in the market overall. Lewis shows us how they referenced Tina in the ‘Spot-a-Mom’ campaign leading up to Mothers Day in 2009.

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