Blogging and E-retailing
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This document discusses the importance and benefits of blogging for retailers and companies. It notes that blogging helps companies engage in online conversations about their brand, build community around their products/services, and share valuable content without overt selling. Successful company blogs discussed include those from Zappos and the 800-CEO-Read blog. The document encourages companies to adopt a new mindset for blogging, focusing on delivering value to readers rather than traditional marketing. Blogs are positioned as one tool for building social media presence and online communities around a brand.
Blogging and E-retailing
- 1. Blogging and E-retailing Debbie Weil Author of The Corporate Blogging Book Oct. 20, 2008
- 2. Retail blogs (and Twitter) Good writing Defining community The importance of walking the talk Let’s talk about… Hey, ask questions!
- 3. Does your brand need a blog?
- 4. Fear Why aren’t more CEOs and companies blogging? of being criticized of losing control
- 5. “ We shop, therefore we blog” Example on page 66 in my book
- 6. 800-CEO-Read blog Another example on page 66 in my book
- 9. Zappos CEO on Twitter He has15,081 followers and he’s following 17,573 Twitterers
- 10. Why do these e-retail blogs work?
- 12. You want to be #1 in the online conversation about your brand
- 13. What else?
- 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. 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. To blog successfully, take off your marketing or PR hat and adopt a new mindset… Deliver value without selling
- 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. Blogs are one piece of the social media puzzle How do you use these tools to create community?
- 19. Get to know the tools. You’ll be ahead of the game.
- 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. Parting Thoughts
- 22. This is a revolution
- 25. Walking the Talk How many of you have your own blogs? How many of you are Twittering?
- 26. Selected Resources Books Groundswell (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 Tools www.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)
- 27. Thank you! Please visit me online www.debbieweil.com Subscribe to my blog at www.debbieweil.com/blog