BlogPaws 2010 - Afternoon Keynote: Dr. Larry McDaniel

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This is the Afternoon Keynote prentation "Confessions of a Corporate Blogger" given by Dr. Larry McDaniel, blogger at PurinaCare Pet Health Insurance.

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BlogPaws 2010 - Afternoon Keynote: Dr. Larry McDaniel

  1. 1. Confessions of a Corporate Sponsored Pet Blogger April 10, 2010 Afternoon Keynote: Larry McDaniel, DVM Blogger at: PurinaCare ® Pet Health Insurance Blog and Scratchings & Sniffings
  2. 2. I Did My Time At HQ <ul><li>Veterinary Marketing </li></ul><ul><li>Purina ONE </li></ul><ul><li>Pro Plan </li></ul><ul><li>New Product Development </li></ul><ul><li>New Business Development </li></ul><ul><li>Tenuous Relationship with Legal Dept. and Corp PR </li></ul>
  3. 3. Road or MTB?
  4. 4. Purina's Relationship with Consumers <ul><li>Pioneer in Market Research </li></ul><ul><li>Deep Understanding of Consumer Attitudes </li></ul><ul><li>Very Strong Branding </li></ul><ul><li>One Way Conversation </li></ul><ul><li>Evolving </li></ul>
  5. 5. Social Media Evolution at NPPC <ul><li>Chance Meeting at a Conference </li></ul><ul><li>Yvonne and Head of NPPC Interactive </li></ul><ul><li>Scratchings and Sniffings </li></ul><ul><li>Under the Radar </li></ul><ul><li>Test Case </li></ul>
  6. 6. Internal Controls <ul><li>Corporate Blogging Policy </li></ul><ul><ul><li>Code of Ethics </li></ul></ul><ul><ul><li>Content/ Product Claims </li></ul></ul><ul><ul><li>User Controls </li></ul></ul><ul><ul><li>Watchdogs </li></ul></ul><ul><ul><li>Actually not too Bad </li></ul></ul>
  7. 7. Current Situation <ul><li>PurinaCare Blog </li></ul><ul><li>Scratchings and Sniffings </li></ul><ul><li>Friskies Blog </li></ul><ul><li>Many More Brands Interested </li></ul><ul><li>Facebook and Twitter in Development </li></ul><ul><li>Blogger Network </li></ul>
  8. 8. My Blogging Keys <ul><li>Develop a Voice </li></ul><ul><li>Provide Interesting Content </li></ul><ul><li>Be a Value </li></ul><ul><li>Market Your Stuff </li></ul><ul><li>Love Critters </li></ul>
  9. 9. Your Voice <ul><li>Be You </li></ul><ul><li>Get Personal </li></ul><ul><li>Share Experience </li></ul>
  10. 10. Good Content <ul><li>Original POV </li></ul><ul><li>Real People and Their Pets </li></ul><ul><li>Varied and Timely </li></ul><ul><li>Well Researched </li></ul><ul><li>Consistent Frequency </li></ul>
  11. 11. Be a Credible Value <ul><li>Don't Be a Shill </li></ul><ul><ul><li>Rely on Voice and Personality </li></ul></ul><ul><ul><li>Avoid Selling </li></ul></ul><ul><ul><li>Use Products as Examples </li></ul></ul><ul><ul><li>Post and Respond to Comments </li></ul></ul><ul><ul><li>Be Honest </li></ul></ul>
  12. 12. Market Tirelessly <ul><li>Friends and Family </li></ul><ul><li>Stories about People </li></ul><ul><li>Cross Promote </li></ul><ul><ul><li>All Marketing Materials </li></ul></ul><ul><ul><li>Other Blogs </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
  13. 13. Love Critters
  14. 14. Scratchings and Sniffings
  15. 15. PurinaCare Blog
  16. 16. Get a Life

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