Leveraging Blogging for Online Retailers

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Retailers can actively work with bloggers in the larger web universe to build buzz, inbound links and reputation. The question is how. Within ethical bounds, retailers can reach out to bloggers to help shape the online discussion. In this session, an online marketing consultant and ex-retailer will provide perspective on the opportunities in blogs, how to approach bloggers, what to expect and what to avoid. A retailer will share her own experience in working with bloggers and the results.

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  • Retailers can actively work with bloggers in the larger web universe to build buzz, inbound links and reputation. The question is how. Within ethical bounds, retailers can reach out to bloggers to help shape the online discussion. In this session, an online marketing consultant and ex-retailer will provide perspective on the opportunities in blogs, how to approach bloggers, what to expect and what to avoid. A retailer will share her own experience in working with bloggers and the results.
  • MICRO-BLOGS – Great for controlling brand imageTwitter, Google’s Buzz, FB Status UpdatesPRODUCT – SPECIFIC – great for driving sales and leadsProduct reviewsShopping sites INFORMATIONAL – Branding & BuzzCEOs, SMEs (ie: Product Managers)CONVERSATIONAL - BrandCustomer ServiceTips and Tricks
  • Creating Buzz: new brands, new products, events, celebrity Controlling Brand & ImageInteracting with customersPlacating and communicating with disgruntled customersDriving Traffic to Digital Assets for sales &/or leads
  • “what to expect”More:Allocate 12 months to build an effective blog-o-cosm
  • I always advise clients to set up two separate accounts for your social networking universe, especially in places like Facebook of Flickr, where photos are being posted. Example: “mckennasmark” is my public persona – anyone/everyone has access to these accounts
  • “WHAT TO AVOID”
  • Leveraging Blogging for Online Retailers

    1. 1. By Susan A. McKenna, CEO<br />McKenna’s Marketing<br />Blogging: What’s in it for My Retail Business?<br />
    2. 2. About me<br />Web 2.0 Eco-System: Where do blogs fit?<br />Opportunities in blogs: What & Why<br />Building your Blogospheric Microcosm<br />What to expect<br />What to avoid<br />Agenda<br />
    3. 3. Me: Child of the Web. Direct Response marketer and social media evangelist. E-commerce executive for DigitalThink.com, Borba.com, Swisslabs.com. CEO of McKenna’s Marketing for 10+ years.<br />McKenna’s Marketing: Established 2000. Core competency = making money online. We monetize Internet assets by building, optimizing and marketing websites, landing pages and anything digital. Specialize in small-to-medium sized businesses ($25-$100M/year); Clients also include Toyota(Scion brand), Anthem, Kaiser Permanente and Mail.com.<br />About Susan McKenna(and McKenna’s Marketing)<br />
    4. 4. My Web 2.0 EcoSystem<br />(for e-tailers)<br />Brand & Buzz<br />Drive Visitors,<br />Communicate/<br />Publish<br />Build Loyalty,<br />Propagate<br />Convert Visitors<br />Keep Visitors,<br />Collaborate<br />
    5. 5. CONSTANT CONTACT  MICRO-BLOGS<br />Twitter, Google’s Buzz, FB Status Updates<br />PRODUCT – SPECIFIC<br />Product reviews<br />Shopping sites <br />INFORMATIONAL<br />CEOs, SMEs (ie: Product Managers)<br />CONVERSATIONAL<br />Customer Service<br />Tips and Tricks<br />THE WHATTypes of Blogs<br />
    6. 6. A note about Blogging: <br />
    7. 7. Creating Buzz: new brands, new products, events, celebrity stuff<br />Controlling Brand / Image + Customer Service<br />Driving Traffic to Digital Assets for sales &/or leads<br />THE WHY: Why My Clients Use Blogs…<br />
    8. 8. Building your Blog-o-Cosm<br />Drive Visitors, Monitor Brand<br />Build Loyalty, engage<br />Convert Visitors,<br />Communicate<br />Keep Visitors,<br />Collaborate<br />
    9. 9. Create a network of blogs<br />Hire out<br />PR<br />Be a Pimp<br />Add blogs to website(s)<br />Micro-blogs are a “must-have!”<br />Don’t forget multi-media blogs (vlogs, mlogs)<br />CONNECT THE DOTS…<br />Blogs for Buzz<br />
    10. 10. Auto-Link Blogs & Social<br />
    11. 11. Micro-blogs are a “must-have!” <br />Twitter is your best friend and enemy<br />Status updates (Facebook, Myspace, LinkedIn, Buzz) can be hugely powerful<br />Product Reviews<br />Blend “information” and “conversational” blog types to inform, train and appease customers<br />Remember your pimping days? Good relationships with online blogger gurus will serve you well<br />Blogs for Brand Control<br />
    12. 12. WORDPRESS<br />Not all platforms created equal<br />Embed vs. Host?(the SEO debate)<br />BLOGGERS FOR HIRE<br />Posting frequency counts<br />Just say “no” to ESL writers (for EL sites)<br />Ghost writing<br />The Pre-written Tweets debate<br />Blogs for Traffic<br />
    13. 13. Blogs for TrafficA Case for WordPress<br />Indy 500 Race Car site by Mail.com (Powered by Wordpress)<br />
    14. 14. Blogs for TrafficA Case for WordPress<br />Celebrity Fitness Trainer Website with e-commerce, subscription community & blog<br />(Powered by Wordpress)<br />
    15. 15. Shopping Blogs <br />Review sites<br />Product reviews<br />Blogs for Conversions<br />
    16. 16. Make a plan: Objectives, Content & Distribution<br />Partner with an agency (PR is best)(or hire a small army of freelance writers)<br />Talk to, send samples to and engage your industry gurus about your brand or products<br />Pick your Platform(s) WISELY<br />Be prepared to measure everything!<br />5 Steps for Getting Started (and other random to-do’s)<br />
    17. 17. HOT TIP OF THE DAY!<br />“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”<br /><ul><li>Joe Ragan, Newsradio</li></li></ul><li>If I start a blog they will come.<br />Comments are Bad, especially if they’re Bad.<br />Blogs for retailers should push products, specials and then more products.<br />Top 3 Blogging Myths(For Retailers)<br />
    18. 18. Susan A. McKenna, CEO<br />susan@mckennasmark.com<br />818-206-6248<br />QUESTIONS?<br />

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