BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
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  • The traditional marketing mediums are one way channels. Web 2.0 opens up ability to have conversations and do it cheaply.

BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko Presentation Transcript

  • 1. April 10, 2010
    Better Business Blogging - Using Your Blog to Engage with Customers
    Natalie Malaszenko
    Director, Social Media & Commerce
    Blog: petcoscoop.com
    Twitter: @petco, @GenNaturalPet, @NatalieatPETCO
    Facebook:
  • 2. blog (blŏg) n.
    short for weblog; an online diary, apersonalchronological log ofthoughtspublished on a Web page. typically updated daily, blogs often reflect thepersonalityof the author.
    2
  • 3. COMMUNICATION 2.0
    • Human beings talk with each other – a conversation
    • 4. Traditional corporate communication and marketing is a one way communication – easy to ignore
    • 5. Blogging opens new ways to communicate
  • EUREKA! WHAT TO WRITE ABOUT…
    • Write what you know and about what you like
    • 6. Show that you are just like the customers: Share experiences, stories, best practices, and who you are
    • 7. Combine your passions and hobbies with animals
    • 8. Think about what would add value to a customers life
    • 9. Ask yourself what you would find interesting to read
    • 10. Subscribe to other blogs (pet and non-pet; corporate and non-corporate) to get ideas and have blogs to link to. examples
  • WRITING THE ENGAGING POST
    • Compelling Title: Catchy, short and simple
    • 11. Do your research! If you don’t customers will for you
    • 12. “Link Love”: Add links to other sites, blogs, petco.com, etc. Let them know when you have linked to them
    • 13. Add photos or videos (also known as vlog’s)
    • 14. Speak with the customers, not to the customers. It’s a conversation, not an essay, press release or marketing material
    • 15. Stay under 500 words. There is no such thing as a post too short, but a post can be too long
    • 16. Don’t write anything that you wouldn’t want your mama, your friends, your CEO, your manager or legal to see!
  • HANDLING COMMENTS
    • Think like a customer (again) when reading and posting comments
    • 17. Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached
    • 18. Answer the tough questions, and do so with honesty and transparency
    • 19. Response to issues must happen in minutes and hours, not days and weeks.
    • 20. When negative issues arise, deal with them head-on as quickly as possible
    • 21. Don’t engage in argumentation
    • 22. Don’t ‘side’ with negativity publically
    • 23. Don’t be negative
  • Can’t make everyone happy…..at first
    • There will be critics
    • 24. Initial reaction, when negative, will not last
    • 25. Same people who are resistant are often the same people who champion it
    • 26. Criticism and negative chatter is a GREAT opportunity to change perception and tell people YOUR side of the story
    AND DON’T WORRY!
  • 27. But MOST Importantly…
  • 28. HAVE FUN!
  • 29. Have fun sharing what you do with your fans!
    PETCO vendor Natural Balance had the Guinness Book World Record Breaking “World’s Largest Rose Parade Float”. To drive awareness and conversations a PETCO associate rode on the float and used social media to bring the event to the world live, through facebook, twitter and blogs pre- and post- event.
    Blog posts driving awareness for float and how community can win prizes during parade including pre-parade letting people know on the blog that if they hold a sign and PETCO sees it, they can win prizes:
    Through twitter and facebook shared photos, comments and contest questions live from the float.