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BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko
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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.
  • 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.

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