1. April 10, 2010 Better Business Blogging - Using Your Blog to Engage with Customers Natalie Malaszenko Director, Social Media & Commerce Blog: petcoscoop.com Twitter: @petco, @GenNaturalPet, @NatalieatPETCO Facebook:

2. blog (blŏg) n. short for weblog; an online diary, apersonalchronological log ofthoughtspublished on a Web page. typically updated daily, blogs often reflect thepersonalityof the author. 2

4. Traditional corporate communication and marketing is a one way communication – easy to ignore

6. Show that you are just like the customers: Share experiences, stories, best practices, and who you are

7. Combine your passions and hobbies with animals

8. Think about what would add value to a customers life

9. Ask yourself what you would find interesting to read

11. Do your research! If you don’t customers will for you

12. “Link Love”: Add links to other sites, blogs, petco.com, etc. Let them know when you have linked to them

13. Add photos or videos (also known as vlog’s)

14. Speak with the customers, not to the customers. It’s a conversation, not an essay, press release or marketing material

15. Stay under 500 words. There is no such thing as a post too short, but a post can be too long

17. Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached

18. Answer the tough questions, and do so with honesty and transparency

19. Response to issues must happen in minutes and hours, not days and weeks.

20. When negative issues arise, deal with them head-on as quickly as possible

21. Don’t engage in argumentation

22. Don’t ‘side’ with negativity publically

24. Initial reaction, when negative, will not last

25. Same people who are resistant are often the same people who champion it

26. Criticism and negative chatter is a GREAT opportunity to change perception and tell people YOUR side of the storyAND DON’T WORRY!

27. But MOST Importantly…

28. HAVE FUN!

29. Have fun sharing what you do with your fans! 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. 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: Through twitter and facebook shared photos, comments and contest questions live from the float.