jeff davis, petsmart: snoopy's dog blog and puppy in training business case studies
DESCRIPTION
Jeff Davis (PetSmart) breakout session at BlogPaws 2012: Blog-to-Business Case Studies with Snoopy's Dog Blog and Puppy in TrainingTRANSCRIPT
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Welcome!
PetSmart Blog To Business Case Study
Snoopy's Dogblog - http://www.snoopysdogblog.com
By Snoopy and Annette
Puppy In Training - http://puppyintraining.com
By Linus, Stetson, Apache, and Colby
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Introduction
The competition The winning videos! And the grand prize winners are:
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Puppy In Training Video
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Snoopy's Dog Blog Video
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Snoopy's Dogblog
Snoopysdogblog.com - The story of a young Bearded Collie Therapy Dog who likes a Little Mischief!
First Blog post – Sep, 2010
380+ Blog Posts
40,000+ Page views a month
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Puppy In Training
PuppyInTraining.com – Puppy training tips from our experiences as guide dog puppy raisers.
First blog post - August, 2007
500+ blog posts
60,000+ visitors a month
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Blog to Business
Why do most pet bloggers start blogging? Changing the way you think about your
blog...think like a brand. Ensure your blog is ready. Does it look how
you want it to? Starting to build a relationship with brands with
product giveaways. PR/Media Friendly Section.
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Getting Noticed by Brands
How PetSmart works with bloggers• Product reviews to help your readers discover new items.
• Reader giveaways to draw more engagement with your posts.
• Vouchers for a grooming, boarding or training product review to give your readers a look at our in-store services.
• Ideas for posts on relevant news, seasonal trends, tips, and new collections.
• Interviews with our experts on nutrition, safety tips and other topics you and your readers want to discuss.
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Getting Noticed by Brands
What gets you noticed by brands?
– Great Content
– Social Media Presence
– High Traffic Worked with PetSmart on 3 major areas:
– Content Strategy
– Social Media Strategy
– SEO Strategy
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Content Strategy
Install analytics software and check your traffic.
Is your traffic diversified? Where are your traffic sources coming from?
What is your best content?
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Snoopy's Dogblog Analytics
Search Traffic
Referral Traffic
Direct Traffic
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Puppy In Training - Analytics
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WordPress Editorial Calendar Plugin
http://wordpress.org/extend/plugins/editorial-calendar/
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Product Reviews - SnoopysDogBlog.com
1 blog post
?? comments
404 page views
Easy Walk Dog Harness
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Product Reviews - PuppyInTraining.com
Martha Stewart Slow Feeder Dog Bowl Review
– 2 blog posts
– 68 comments
– 546 page views
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Snoopy's Dogblog PR Section
http://www.snoopysdogblog.com/pr-friendly/
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Puppy In Training PR Section
http://PuppyInTraining.com/advertise/
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Social Media
Important attributes to keep in mind:
– Authenticity
– Humanity
– Reflection of Culture
– Consistency
– Credibility
– Responsive Don't forget about weekends
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Find Your Social Media Voice
Social Media Explained
How social media channels differ explained with a donut!
Consider these differences when posting to your social media channels.
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Strive to keep posts less than 80 characters Post outside of business hours Facebook fans are active on Thu and Fri Keep posts concise Ask questions Use fill in the blank posts 2-3 times a day
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Leave 20 characters at the end for retweets Maintain a schedule Write in headlines or factoids Use handles in your tweets and tag liberally Think eastern time Use URL Shorteners 6-10 times a day
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PuppyInTraining Social Media
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Snoopy Dog Blog Social Media
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SEO Strategy
Some basic steps for SEO
– Change Permalink Structure
– Keyword research on your blog posts
– Use the Google Keyword Tool
– On-Page Optimization
– Install the All-In-One SEO plugin
– Backlinks
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Keywords And On-Page Optimization
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All-In-One SEO Pack
Resource: http://kikolani.com/getting-the-most-out-of-all-in-one-seo-pack-wordpress-plugin.html
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Do You Have A Blog Buddy?
A blog buddy can be invaluable
You can get feedback on posts and ideas
You can work on projects together
You can help each other stay motivated
It helps to talk with someone else who understands your situation.
You can share ideas, best practices, and things that have worked.
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Key Takeaways
1)Ensure your blog is ready. Does it look how you want it to?
2)What content resonates with your readers?
3)What is your social media voice?
4)Do you use keyword research? All-In-One SEO?
5)Do you have a Blog Buddy?
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Questions
THANK YOU!