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BlogPaws 2010 - Better Business Blogging: Natalie MalaszenkoPresentation Transcript
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:
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
Human beings talk with each other – a conversation
Traditional corporate communication and marketing is a one way communication – easy to ignore
Blogging opens new ways to communicate
EUREKA! WHAT TO WRITE ABOUT…
Write what you know and about what you like
Show that you are just like the customers: Share experiences, stories, best practices, and who you are
Combine your passions and hobbies with animals
Think about what would add value to a customers life
Ask yourself what you would find interesting to read
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
Do your research! If you don’t customers will for you
“Link Love”: Add links to other sites, blogs, petco.com, etc. Let them know when you have linked to them
Add photos or videos (also known as vlog’s)
Speak with the customers, not to the customers. It’s a conversation, not an essay, press release or marketing material
Stay under 500 words. There is no such thing as a post too short, but a post can be too long
Don’t write anything that you wouldn’t want your mama, your friends, your CEO, your manager or legal to see!
Think like a customer (again) when reading and posting comments
Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached
Answer the tough questions, and do so with honesty and transparency
Response to issues must happen in minutes and hours, not days and weeks.
When negative issues arise, deal with them head-on as quickly as possible
Don’t engage in argumentation
Don’t ‘side’ with negativity publically
Don’t be negative
Can’t make everyone happy…..at first
There will be critics
Initial reaction, when negative, will not last
Same people who are resistant are often the same people who champion it
Criticism and negative chatter is a GREAT opportunity to change perception and tell people YOUR side of the story
AND DON’T WORRY!
But MOST Importantly…
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.