Arena Flowers

Five good and four bad examples of brands using Twitter

Twitter is a brilliant tool for communicating with consumers and when used effectively can be a great way of building customer loyalty.

In recent weeks I’ve come across a number of brands that have excellent Twitter strategies and several that I thought were less impressive.

This could be because they were dull, unimaginative or simply weren’t living up to their potential.

So to shine some light on the differences between those brands getting it right and those that perhaps aren’t, here are five good and four bad examples of brands using Twitter…

How Arena Flowers used Twitter to deal with a customer service catastrophe

Fans of funny Twitter feeds will probably be aware of Arena Flowers’ comedy account, and I highly recommend that you start following it if you’re not already.

The florist adopted its rather offbeat strategy in 2011 after achieving limited success with a more traditional approach to social marketing, however it was forced to abandon the comic tweets recently following a disaster with its Valentine’s Day deliveries.

A series of problems with the supply chain meant that a number of orders didn’t arrive on time, so the customer service team turned to Twitter to help deal with the flood of queries and complaints.

The crisis has since subsided and the comedy tweets are back up and running, so I spoke to Arena Flowers’ managing director Will Wynne about how the company used Twitter to help deal with the situation…

ProFlowers signs up Arena Flowers for international e-commerce partnership

European online flower and gift delivery company Arena Flowers has signed a deal with US-based ProFlowers.com to fulfil orders delivered to outside of North America.

The result of the partnership is ProFlowers International, a service that allows ProFlowers to offer its US customers delivery to global destinations through a seamless branded experience. 

Is Norton SafeWeb a danger to etailers?

Online florist Arena Flowers recently fell foul of Norton, with its SafeWeb product flagging its website as unsafe for users due to an issue with the site’s WordPress blog. 

The problem was fixed promptly by Arena Flowers, but the process of contacting Norton and getting the warnings removed was far from perfect, and could have had a serious effect its sales and reputation.