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BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko

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BlogPaws 2010 - Better Business Blogging: Natalie Malaszenko

  1. 1. April 10, 2010<br />Better Business Blogging - Using Your Blog to Engage with Customers <br />Natalie Malaszenko<br />Director, Social Media & Commerce<br />Blog: petcoscoop.com<br />Twitter: @petco, @GenNaturalPet, @NatalieatPETCO<br />Facebook: <br />
  2. 2. blog (blŏg) n.<br /> short for weblog; an online diary, apersonalchronological log ofthoughtspublished on a Web page. typically updated daily, blogs often reflect thepersonalityof the author.<br />2<br />
  3. 3. COMMUNICATION 2.0<br /><ul><li>Human beings talk with each other – a conversation
  4. 4. Traditional corporate communication and marketing is a one way communication – easy to ignore
  5. 5. Blogging opens new ways to communicate</li></li></ul><li>EUREKA! WHAT TO WRITE ABOUT…<br /><ul><li>Write what you know and about what you like
  6. 6. Show that you are just like the customers: Share experiences, stories, best practices, and who you are
  7. 7. Combine your passions and hobbies with animals
  8. 8. Think about what would add value to a customers life
  9. 9. Ask yourself what you would find interesting to read
  10. 10. Subscribe to other blogs (pet and non-pet; corporate and non-corporate) to get ideas and have blogs to link to. examples</li></li></ul><li>WRITING THE ENGAGING POST<br /><ul><li>Compelling Title: Catchy, short and simple
  11. 11. Do your research! If you don’t customers will for you
  12. 12. “Link Love”: Add links to other sites, blogs, petco.com, etc. Let them know when you have linked to them
  13. 13. Add photos or videos (also known as vlog’s)
  14. 14. Speak with the customers, not to the customers. It’s a conversation, not an essay, press release or marketing material
  15. 15. Stay under 500 words. There is no such thing as a post too short, but a post can be too long
  16. 16. Don’t write anything that you wouldn’t want your mama, your friends, your CEO, your manager or legal to see!</li></li></ul><li>HANDLING COMMENTS<br /><ul><li>Think like a customer (again) when reading and posting comments
  17. 17. Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached
  18. 18. Answer the tough questions, and do so with honesty and transparency
  19. 19. Response to issues must happen in minutes and hours, not days and weeks.
  20. 20. When negative issues arise, deal with them head-on as quickly as possible
  21. 21. Don’t engage in argumentation
  22. 22. Don’t ‘side’ with negativity publically
  23. 23. Don’t be negative</li></li></ul><li>Can’t make everyone happy…..at first<br /><ul><li>There will be critics
  24. 24. Initial reaction, when negative, will not last
  25. 25. Same people who are resistant are often the same people who champion it
  26. 26. Criticism and negative chatter is a GREAT opportunity to change perception and tell people YOUR side of the story</li></ul>AND DON’T WORRY!<br />
  27. 27. But MOST Importantly…<br />
  28. 28. HAVE FUN!<br />
  29. 29. Have fun sharing what you do with your fans!<br />PETCO vendor Natural Balance had the Guinness Book World Record Breaking “World’s Largest Rose Parade Float”. To drive awareness and conversations a PETCO associate rode on the float and used social media to bring the event to the world live, through facebook, twitter and blogs pre- and post- event.<br />Blog posts driving awareness for float and how community can win prizes during parade including pre-parade letting people know on the blog that if they hold a sign and PETCO sees it, they can win prizes:<br />Through twitter and facebook shared photos, comments and contest questions live from the float. <br />