Confessions of a Corporate Sponsored Pet Blogger

April 10, 2010

Afternoon Keynote: Larry McDaniel, DVM

Blogger at:

PurinaCare® Pet Health Insurance Blog

andScratchings & Sniffings

I Did My Time At HQ

Veterinary Marketing Purina ONE Pro Plan New Product

Development New Business

Development Tenuous Relationship

with Legal Dept. and Corp PR

Road or MTB?

Purina's Relationship with Consumers

Pioneer in Market Research

Deep Understanding of Consumer Attitudes

Very Strong Branding One Way

Conversation Evolving

Social Media Evolution at NPPC

Chance Meeting at a Conference

Yvonne and Head of NPPC Interactive

Scratchings and Sniffings

Under the Radar Test Case

Internal Controls

Corporate Blogging Policy Code of Ethics Content/ Product

Claims User Controls Watchdogs Actually not too Bad

Current Situation

PurinaCare Blog Scratchings and

Sniffings Friskies Blog Many More Brands

Interested Facebook and Twitter

in Development Blogger Network

My Blogging Keys

Develop a Voice Provide Interesting

Content Be a Value Market Your Stuff Love Critters

Your Voice

Be You Get Personal Share

Experience

Good Content

Original POV Real People and

Their Pets Varied and Timely Well Researched Consistent Frequency

Be a Credible Value

Don't Be a Shill Rely on Voice and

Personality Avoid Selling Use Products as

Examples Post and Respond to

Comments Be Honest

Market Tirelessly

Friends and Family Stories about People Cross Promote

All Marketing Materials

Other Blogs Twitter Facebook

Love Critters

Scratchings and Sniffings

PurinaCare Blog

Get a Life