Tag Archives: Leewis Goldman

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.

Listen to the podcast here.
Download the podcast here.

Measure Up 2010: Social Media and e-Commerce: Fad or Fundamental Change? An Interview with Lewis Goldman of 1800Flowers.com

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

In this episode, we get to talk to Lewis Goldman of 1800Flowers.com. Lewis is a keynote speaker at the MeasureUp Conference (www.MeasureUpEvent.com) in March 2010 in Chicago. Guy and I were able to get a few minutes of his time before the event and find out how 1800Flowers.com is using and measuring their social media presence. Lewis shares a little on the background of 1800Flowers.com founded in 1976 by Jim McCann (still Chairman and CEO), who started the venture when he was looking to extend his income. They have been an mover in the online commerce space, even in the early days by support their customers by helping them ‘express and connecting with the important people in their lives.’ They do that by providing a quick and easy way to let people easily give flowers, chocolates and small gifts to one another using the phone or on the web. Jims topic at the MeasureUp Conference is titled ‘Social Media and e-Commerce ‘ Fad or Fundamental Change?‘ and he shares some of the points he will present in his presentation, all based on his 14-year background in online, ecommerce initiatives. He suggests that social media is not new and points out the community and ecommerce experience in the early days of the web ala Geocities and online networks. The difference today, he points out, are 2 key component differences – the demographics have changed on the web, and people are a lot more comfortable using ecommerce and accepting the recommendations of ‘trusted authorities’ from social media communities. He observes that the use of Facebook is the next step beyond the use of email, albeit with rich media components. He shares his own experiences in using Facebook to connect with friends and how he’s used the 1800Flowers.com product to extend a relationship and how the social media platform supports a more meaningful connection.
Listen to the first part of the podcast here.
Download the first part of the podcast here.