Blogging and E-retailing

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Skype lecture for Purdue University Consumers Sciences and Retailing Class (Oct. 20, 2008)

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  • Blogging and E-retailing

    1. 1. Blogging and E-retailing Debbie Weil Author of The Corporate Blogging Book Oct. 20, 2008
    2. 2. <ul><li>Retail blogs (and Twitter) </li></ul><ul><li>Good writing </li></ul><ul><li>Defining community </li></ul><ul><li>The importance of walking the talk </li></ul>Let’s talk about… Hey, ask questions!
    3. 3. Does your brand need a blog?
    4. 4. Fear Why aren’t more CEOs and companies blogging? <ul><li>of being criticized </li></ul><ul><li>of losing control </li></ul>
    5. 5. “ We shop, therefore we blog” Example on page 66 in my book
    6. 6. 800-CEO-Read blog Another example on page 66 in my book
    7. 7. Zappos.com blogs
    8. 8. Zappos on Twitter
    9. 9. Zappos CEO on Twitter He has15,081 followers and he’s following 17,573 Twitterers
    10. 10. Why do these e-retail blogs work?
    11. 11.
    12. 12. You want to be #1 in the online conversation about your brand
    13. 13. What else?
    14. 14. “It’s the content (and the writing), stupid” 1. Simplicity 2. Unexpectedness 3. Concreteness 4. Credibility 5. Emotion 6. Story - from Made to Stick
    15. 15. Good blogging is good writing and good writing is storytelling… Read Andrew Sullivan’s essay, “Why I Blog” in Nov. 2008 issue of The Atlantic Monthly http://www.theatlantic.com/doc/200811/andrew-sullivan-why-i-blog
    16. 16. To blog successfully, take off your marketing or PR hat and adopt a new mindset… Deliver value without selling
    17. 17. Let’s define community From Seth Godin’s new book, Tribes**: “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” ** Highly recommended
    18. 18. Blogs are one piece of the social media puzzle How do you use these tools to create community?
    19. 19. Get to know the tools. You’ll be ahead of the game.
    20. 20. - One in 5 U.S. adults has no landline - 49% of young adults (18 – 29) are cell phone only users Harris Poll April 4, 2008 Mobile
    21. 21. Parting Thoughts
    22. 22. This is a revolution
    23. 23.
    24. 24.
    25. 25. Walking the Talk How many of you have your own blogs? How many of you are Twittering?
    26. 26. Selected Resources <ul><li>Books </li></ul><ul><li>Groundswell (Charlene Li and Josh Bernoff 2008) </li></ul><ul><li>New Rules of Marketing & PR (David Meerman Scott 2007) </li></ul><ul><li>The Corporate Blogging Book ( Debbie Weil 2006) </li></ul><ul><li>Tribes (Seth Godin 2008) </li></ul><ul><li>Blog / Social Media Tools </li></ul><ul><li>www.blogpulse.com/trend (search/compare your brand) </li></ul><ul><li>www.technorati.com (blog search engine) </li></ul><ul><li>http://news.google.com (get email alerts for your name or brand) </li></ul><ul><li>www.twitter.com (the new micro-blogging) </li></ul><ul><li> </li></ul>
    27. 27. Thank you! Please visit me online www.debbieweil.com Subscribe to my blog at www.debbieweil.com/blog

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