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Pet Relocation Social Media Breakfast Presentation
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Pet Relocation Social Media Breakfast Presentation

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PetRelocation.com's Social Media Breakfast Presentation ...

PetRelocation.com's Social Media Breakfast Presentation
"Be Social" by Kevin O'Brien, CEO and Co-Founder
"Why Your Pet is a Social Media Expert" by Rachel Farris, Director of PR and New Media

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  • There are tons of self-proclaimed 'social media experts' out there these days. My mom even calls herself the "technology queen" because she learned how to text. But, after carefully studying the subject, I'm here to tell you that your pet is the best social media expert you'll ever meet.   So here's what you can learn from your pet about social media. Trust me, I'm a professional. Key Point: Pets are social creatures.  Why not model our online behavior after them?
  • Social media, when you get right down to it, operates like a pack.   Every pack has an alpha dog. In Social Media Hierarchy, an alpha dog is the one who is able to engage their community (or pack) most effectively.   Study and learn from the alpha dogs.  Watch what they do.  These guys (or gals) determine what happens and when, as well as how that information is distributed to the rest of the group.   The alpha dogs participate in conversations, retweeting and remixing relevant and important information to the rest of the pack.  From a business perspective, thought leadership creates alpha dogs.  Every day, I try to say or create something that establishes PetRelocation.com as the alpha dog of pet moving and pet travel.  We're going to take care of your pets when they fly.  They'll be safe.  We know what we're doing. Key Point: Look for a group you can lead and establish yourself as an opinion maker and thought leader.
  • This is sort of like RT-ing, but more intimate. If you're the dog who doesn't get along with anyone at the dog park, chances are you aren't going to get to go very often. Be friendly, build relationships and share your toys.  At PetRelocation.com, we say "People do business with people they like."  The same goes for social media. Key Point: It takes actual social interaction to build a network.
  • Being loyal to your brand and your audience is the key to retaining followers and attracting new ones.    Loyalty in Social Media:  - Give your audience exclusive news/opportunities, invite them to events, reward them. - Rewards can be done on a small budget.  The Pet Move of the Month we send out in our monthly newsletter celebrates a particularly interesting move and now people want to be considered for it. See an example here: http://pett.us/potm   -If you start becoming spammy or producing content that they're not interested in, you've lost their interest and engagement.   -Be loyal and consumers will be loyal in return.  Quite a bit of our business is via referrals and returning customers. (Cute dog, huh?  That was my Golden Retriever Gus who passed away in 2007.  As loyal as they come.)
  • Key Point: No one likes those.   (FYI, I'm not totally anti-cat. That's my cat Chubby Charles who tweets from @ChubbyCharles). 
  • If you mess up, chances are it's going to happen publicly.  This can make it very, very hard to take your ego out of the situation.   Ask yourself, "What would my dog do?"  Would he know he shouldn't have chewed up that shoe and tuck his tail between his legs?  If so, then it's time to do some public apologizing.   Sometimes, these people end up being the most valuable customers -- especially if you convert them to an evangelist! Key Point: Try to resolve issues quickly and transparently.  People will respect you more for it.  Then seek to make the problem a success story.
  • I put Larry the Lobster on this slide because he was one of the blog posts I wrote about that was the most commented on.   Larry was a  70 year old, 13 pound lobster we were contacted to move. Who knew people cared so much about lobsters? Once I noticed that people were reading and "liking" the post on Facebook, I used the Larry story in our email marketing campaign that month and linked to the blog. It had the highest click through rate of all the other blogs and stories. Key Point: Don't ignore the little things that might make a big splash (pun intended) with your audience.
  • One of the ways I dig for content is by asking our Relocation Specialists what kind of moves they are doing, or what questions their customers are asking.   I have them ask their clients for photos of their pets in their new home and then broadcast those faces of our four-legged customers to all of our audiences. If you monitor through Google Alerts and social media, don't just aggregate other stories -- form opinions and ideas about them that will differentiate your content. Key Point: Look for places to find new information and content, then create your own brand's voice behind it.

Transcript

  • 1.   Be Social Building community in a niche industry Speak! @PetRelocation
  • 2. SOCIAL | MEDIA               Be Social. Use Media     That Internet   Be Social Building community in a niche industry
  • 3. Keep it Simple     Understand your Customers   Be You. Minds. Hearts. Wallets   Be Social Building community in a niche industry
  • 4. Interacting Organisms.         Power of Community Shared Experiences Consumer to Consumer   Community Accepts Established Identities   Be Social Building community in a niche industry
  • 5. Be a Social Company   Be Social Building community in a niche industry
  • 6. @Everyone: Thank you!   Be Social Building community in a niche industry @Everyone: Thank you!
  • 7. Why Your Pet is A Social Media Expert Speak! @PetRelocation
  • 8. Establish yourself as an alpha dog. Look for a pack to lead or create one. Why Your Pet is A Social Media Expert
  • 9. Be friendly at the dog park. Sniff and be sniffed. Why Your Pet is A Social Media Expert
  • 10. Be loyal. Retain followers, earn repeat business, sleep better at night. Why Your Pet is A Social Media Expert
  • 11. Don't be a cat. Don't be introverted and selfish. Or evil. Why Your Pet is A Social Media Expert
  • 12. Shelve your ego and admit mistakes. Be transparent when resolving issues. Why Your Pet is A Social Media Expert
  • 13. Don't ignore the little guys. Your audience delights in little things. Why Your Pet is A Social Media Expert
  • 14. Sometimes you've got to dig. The platforms, content and consumers are out there.  It's up to you to find them. Why Your Pet is A Social Media Expert
  • 15. Thank you! Why Your Pet is A Social Media Expert
  • 16. Kevin O’ Brien CEO- PetRelocation.com twitter- @_OB_ email- [email_address] Rachel Farris Director, PR and New Media twitter- @meanrachel email- [email_address] Kevin O’ Brien CEO- PetRelocation.com twitter- @_OB_ email- [email_address] Rachel Farris Director, PR and New Media twitter- @meanrachel email- [email_address]