Post on 05-Jan-2016
Bloggingand
E-retailing
Debbie WeilAuthor of The Corporate Blogging Book
Oct. 20, 2008
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1. Retail blogs (and Twitter)
2. Good writing
3. Defining community
4. The importance of walking the talk
Let’s talk about…2
Hey, ask questions!
Does your brand need a blog?
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Fear
Why aren’t more CEOs Why aren’t more CEOs and companies blogging?and companies blogging?
• of being criticized
• of losing control
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“We shop, therefore we blog”
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Example on page 66 in my book
800-CEO-Read blog 6
Another example on page 66 in my book
Zappos.com blogs 7
Zappos on Twitter 8
Zappos CEO on Twitter 9
He has15,081 followers and he’s following 17,573 Twitterers
Why do these e-retail blogs work?
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You want to be #1 in the online conversation about your brand
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What else?
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“It’s the content (and the writing), stupid”
1. Simplicity2. Unexpectedness3. Concreteness4. Credibility5. Emotion6. Story
- from Made to Stick
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Good blogging is good writing and good writing is
storytelling…
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Read Andrew Sullivan’s essay, “Why I Blog” in Nov. 2008 issue of The Atlantic Monthlyhttp://www.theatlantic.com/doc/200811/andrew-sullivan-why-i-blog
To blog successfully, take off your marketing or PR hat and adopt a new mindset…
Deliver value without selling
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Let’s define community
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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
Blogs are one piece of the social media puzzle
How do you use these tools to create community?
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Get to know the tools. You’ll be ahead of the game.
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- 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
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Mobile
Parting Thoughts
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This is a This is a revolutionrevolutionThis is a This is a revolutionrevolution
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Walking the Talk
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How many of you have your own blogs?
How many of you are Twittering?
Selected ResourcesBooksGroundswell (Charlene Li and Josh Bernoff 2008)New Rules of Marketing & PR (David Meerman Scott 2007)The Corporate Blogging Book (Debbie Weil 2006)
Tribes (Seth Godin 2008)
Blog / Social Media Toolswww.blogpulse.com/trend (search/compare your brand)www.technorati.com (blog search engine)http://news.google.com (get email alerts for your name or brand)www.twitter.com (the new micro-blogging)
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Thank you! 27
Please visit me online www.debbieweil.com
Subscribe to my blog atwww.debbieweil.com/blog