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Laura Bennett
Chief Embracer, Embrace Pet Insurance 
Chi f E b       Eb      P tI

      www.embracepetinsurance.com
     ...
The Embrace Blog Story

  Long lead time for product launch
  Long lead time for product launch

  Blogging background
  B...
Getting Started
Make Some Ripples
Your Blog’s Purpose and Identity

  •Define your purpose upfront
  •Define your purpose upfront 
     e.g.
    •Build web ...
What Limits Do You Want To Set?
 Yes? 
 Industry, company products, company news, 
 Id                   d
 customer Q&A?
...
Technical Set Up




  Considerations:
       Who is setting it up?
       Integration into your website?
       How geeky...
Tactics and Tips
How Often, How Much?

 Frequency
   Hourly, Daily, Weekly, Monthly?

 Length of Posts
   Short bursts
   Short bursts
   C...
Be Interesting!

 Conversation versus Pulpit

      Comments

           Visuals

                 Controversy

          ...
Promotion

 Get bloggers to talk about you
 Get bloggers to talk about you

 Participate in other social media
 Participat...
Useful Tools
Traffic


Peripherals




Widgets
    Endless selection… be careful of clutter
    Endless selection be caref...
Wrap Up

Met blog goals

Extension into other social media 




And we happen to sell a few policies along the 
way…
Laura Bennett
Chief Embracer, Embrace Pet Insurance 
Chi f E b       Eb      P tI

      www.embracepetinsurance.com
     ...
Blog list




            Laura Bennett’s Alltop List
            http://my.alltop.com/laurabennett/
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Embrace Pet Insurance Business Blogging Case Study - eMarketing Techniques Webinar

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Laura Bennett discusses her experiences in starting a blog for Embrace Pet Insurance at an eMarketing Techniques Complimentary Webinar hosted by WorkSmart eMarketing. See the blog at http://blog.embracepetinsurance.com/

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  • Transcript of "Embrace Pet Insurance Business Blogging Case Study - eMarketing Techniques Webinar"

    1. 1. Laura Bennett Chief Embracer, Embrace Pet Insurance  Chi f E b Eb P tI www.embracepetinsurance.com www embracepetinsurance com blog.embracepetinsurance.com
    2. 2. The Embrace Blog Story Long lead time for product launch Long lead time for product launch Blogging background Blogging background Blog launch Apr 2005, first policy Oct 2006 Blog launch Apr 2005 first policy Oct 2006
    3. 3. Getting Started
    4. 4. Make Some Ripples
    5. 5. Your Blog’s Purpose and Identity •Define your purpose upfront •Define your purpose upfront  e.g. •Build web presence for new company •Build web presence for new company  •Build trust in the Embrace brand •Change the flighty image of pet insurance •Change the flighty image of pet insurance •How does your blog support your brand? •How does your blog support your brand?
    6. 6. What Limits Do You Want To Set? Yes?  Industry, company products, company news,  Id d customer Q&A? Entrepreneurship, personal opinion, personal  news?? No? N? Your call
    7. 7. Technical Set Up Considerations: Who is setting it up? Integration into your website? How geeky are you?
    8. 8. Tactics and Tips
    9. 9. How Often, How Much? Frequency Hourly, Daily, Weekly, Monthly? Length of Posts Short bursts Short bursts Couple of paragraphs Essays
    10. 10. Be Interesting! Conversation versus Pulpit Comments Visuals Controversy News
    11. 11. Promotion Get bloggers to talk about you Get bloggers to talk about you Participate in other social media Participate in other social media Tell your customers  Tell your customers Put blog on your website Put blog on your website
    12. 12. Useful Tools Traffic Peripherals Widgets Endless selection… be careful of clutter Endless selection be careful of clutter
    13. 13. Wrap Up Met blog goals Extension into other social media  And we happen to sell a few policies along the  way…
    14. 14. Laura Bennett Chief Embracer, Embrace Pet Insurance  Chi f E b Eb P tI www.embracepetinsurance.com www embracepetinsurance com blog.embracepetinsurance.com
    15. 15. Blog list Laura Bennett’s Alltop List http://my.alltop.com/laurabennett/

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