Professional Documents
Culture Documents
Authored by:
Doug Mitchell
)RXQGHU &KLHI%UDQG$PSOL¿HU
doug@createWOWmedia.com
515.306.9319
www.dougmitchell.me
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Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
What We Discovered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
,GHQWL¿HG2XWFRPHV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
What actually happened? . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
FlowersDesMoines.com . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2QOLQH&RPPXQLW\ . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Real Dollar Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Challenging Metric . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Google Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Conclusions & Future Plans . . . . . . . . . . . . . . . . . . . . . . . . . 19
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potential engagement:
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The Problem
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Boesen was well aware that the face of
marketing was evolving around its 86-year-
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Our team explained that these new
catalyst for change. Boesen is a pioneer in
media marketing methods are part of a
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where 99.99% of companies go wrong.
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e-commerce fully and go online with stores).
Most companies bolt on additional new
But the pace of change in the market and the
media marketing tools without having
explosion of “social marketing” had outpaced
any idea of what their outcomes, goals,
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or metrics should be.
7
philanthropy, and its sales revenue.
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growing each month.
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Here are the major successes:
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do not share any keyword focus average Boesen the Florist sees a month-
SUHYHQWLQJWUDI¿FFDQQLEDOL]DWLRQ to-month ROI of 200%.
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FlowersDesMoines.com to Boesen.com higher conversion rate than any other
consists of new visitors. referral site or search engine
for Boesen.com.
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WRRQHWKLUGRIWKHPRQWKO\WUDI¿FYLVLWLQJ Boesen the Florist has saved thousands
Boesen.com (FlowersDesMoines.com went RIGROODUVE\UHGXFLQJDQGRUHOLPLQDWLQJ
OLYHLQ2FWREHU wasteful online advertising through
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decision-making principles.
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Boesen to reach out to an entirely
new demographic.
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FlowersDesMoines.com is organic.
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including the upfront costs of execution,
Boesen the Florist recouped their initial
investment and all recurring monthly
investment in a little over 3 months.
7
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1. Google Analytics
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4. Google.com
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6. Google AdWords
7. Twitter.com
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advantage of positive chatter in the online
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marketplace while addressing any
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Additionally, Boesen did not have the staff for you and your company.
to create the content nor the expertise to
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Boesen needed a foundation for its own /HDUQKRZWRHQJDJHWKH\HDUROG
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foundation is an additional marketing site or and speaking WITH them.
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engines and it provides and easy interface for
rapid content release.
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the “3rd dimension”.
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/HDUQKRZWRXVHWKHVSHFLDORQOLQHRIIHUV Our team had a lot of work to do. We were
that limit shopping to a couple highlighted DOVRIDFLQJDODFNRIJRRGWUDFNLQJGDWD
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of choices. WKHVLWHRUGHUVEHKDYLRUVHWF7KLVLVQRW
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the value (or lack thereof) of Internet H\HRQWKH³DQDO\WLFVEDOO´ZKHQOHDGHUVKLSLV
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“The company” since Boesen is merely So more simply stated our overriding goal for
a collection of people representing the Boesen the Florist was to:
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and committed in the process of Create a comprehensive web strategy
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integrate into and modify Boesen’s
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assimilate into Boesen culture to drive its in increased online sales and a newly
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content creation. in the Des Moines metropolitan area.
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contact with our following so they know RIWKH%RHVHQIROORZLQJ¶VSDUWLFLSDWLRQ
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with sales. This engagement has opened to contests and events. If the
a completely new channel to a hyper-local HQJDJHPHQWUHTXLUHVWRRPXFKZRUNIRU
and engaged online demographic. WKHSUL]HWKH\ZRQ¶WGRLW7KLVHQDEOHGXV
to adapt and offer new contests that are
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amount for good causes and the
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channel where a new segment of our JRLQJLQWR-DQXDU\%RHVHQZDV
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philanthropic efforts. Twitter originated
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chance to participate with new
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and giveaways that reinforced the Boesen click throughs.
following and even caught attention in
the Des Moines Register. Boesen the
Florist was included (through linking and 7KHVSLNHVDQGGURSVDUHEDVHGRQ
HPEHGGLQJRIYLGHRVLQRWKHUEORJVDQG content. Days with great deals and a lot
videos that resulted from this type of of conversation have more click throughs.
online participation. 3DUWLFLSDWLRQLVNH\
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when Boesen engaged createWOWmedia to
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have reached the very group we WKH%RHVHQRQOLQHEUDQG6RPHSHRSOHFKRRVH
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of their fans are 34 years old or younger. data as well.
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environment for those 34+. 67% of their fan :HWRRNDVPDOOGLYHLQWR)DFHERRNDGV
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received nearly 700,000 impressions within
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support Twitter and FlowersDesMoines.com: SHULRGGXULQJWKHKLJKHVWEX\LQJSHULRG
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a powerhouse of online engagement. H[SHULPHQWZLWKORZGDLO\EXGJHWVVRFOLFN
All of our online contests and events were throughs and conversions were minimal.
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our micro-site.
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where individuals can and have uploaded
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Boesen the Florist.
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engines. The constant output of new content
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for “Boesen”.
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contrast with Boesen.com where virtually to increase referrals to the current catalog
every major keyword has the word “Boesen.” VLWH:H¶YHEHJXQRIIHULQJFHUWDLQLWHPVIRU
purchase through FlowersDesMoines.com
as well to test different product mixes and
This further demonstrates that our checkout procedures, e.g. reducing choice
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WUDI¿FWKDWZRXOGKDYHDOUHDG\JRQHWR procedure. To date, FlowersDesMoines.com
Boesen the Florist. has a higher conversion rate than any other
referring sites including Google.
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was searching for an event Boesen was
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article, pushed a few tweets on Twitter and
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results. We were ahead of other events
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particular event.
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to promote events, contests, giveaways,
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advantage of deals.
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allowed for cash & carry pickups. Boesen is a
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to one of the locations and pick something
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EHQFKPDUNthat for every one internet order there were three phone orders that were derived
from online marketing efforts.
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has achieved.
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that allow us to track click through rates
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conversion rate we can derive ROI from those
We can now apply another industry-accepted sites as well.
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4 minutes is likely an order.
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design staff. Most images on the Boesen.com
site are more stock in nature. We will soon
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our engagement every day.
We have niche markets that remain untouched
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targeted content portal that will serve a ZLWK³UHQRYDWLQJDQ\HDUROGEUDQG´IRU
massively underserved market in the Des DFRPSDQ\WKDW¶VDQLQVWLWXWLRQLQWKHVWDWHRI
Moines metro. This portal will leverage ,RZD:HGH¿QLWHO\KDQGOHWKDWZLWKFDUH
multimedia and high value content to drive sales
DQGEUDQGHTXLW\ Special thanks to Tom and Frank Boesen and
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engagement that they could not execute on PRQWKV:HFDQ¶WGRZKDWZHGRZLWKRXW\RXU
what we laid out in our strategy plan. They had FRQ¿GHQFHVXSSRUWDQGIXQGLQJ
to have ongoing help. Without this piece of the
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7
considered a failure. It is wise for companies 'RXJ0LWFKHOO&KLHI%UDQG$PSOL¿HU
considering an Interactive Marketing campaign createWOWmedia
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