• The Tangled Web
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    Melody McKinnon explores the mindset of today's web savvy pet parents to improve consumer relations and develop effective marketing strategies.

    Easy tools to create viral petfood posters

    May 28, 2013 By Melody McKinnon

    Pinterest, Instagram, Flickr, Facebook, Twitter, Google+ and a wealth of other social networks facilitate image sharing. Some of the most commonly shared images are digital posters, which are basically text added to a photo or other background. They may be quotes, captions, memes, deep thoughts, charity messages, advocacy, humorous, etc. Pets are one of the most popular poster themes, which means there are virtually endless possibilities for the petfood industry to use digi-posters for engagement and branding. ..Read more

    Using the Internet to help offline petfood customers

    Mar 4, 2013 By Melody McKinnon

    The majority of shoppers now turn to the Internet for product information, and it's important to accommodate them as we build and promote our brand. However, it's vital to remember that they often take the information they find online and apply it to offline activities, including shopping. ..Read more

    Engage petfood brand advocates online

    Dec 12, 2012 By Melody McKinnon

    There are few industries that need brand advocates more than the petfood industry. With so many poison pens waiting to pounce on brands for mistakes and shortcomings (real or perceived), companies need as much positive representation as they can get. ..Read more

    Social web PR starts with senior management

    Sep 24, 2012 By Melody McKinnon

    An organization's reputation is largely derived from senior management. They personify the company as much as they represent it, especially during times of corporate crisis like the thorn in every petfood manufacturer's side: recalls. ..Read more

    Reaching pet parents through pet bloggers

    Aug 17, 2012 By Melody McKinnon

    Bloggers can gain an impressive, loyal following on the social Web through excellent content, communication and trust built through fellowship. Their value to pet product brands is in their influence over consumer purchasing, often in a very specific niche. Bloggers can have a huge impact on the success or failure of your products, and a nod of approval from the right blog can seriously increase sales. ..Read more

    Trending natural ingredients that sell and upgrade your petfood

    Aug 6, 2012 By Melody McKinnon

    We hear a lot about what pet parents don't like to see in petfood, from chemical preservatives to fillers. It's not enough to only remove the most objectionable ingredients, however; we need to add ingredients that pet parents DO want. ..Read more

    ASPCA goes to blog source to nip nasty rumor

    Jun 15, 2012 By Melody McKinnon

    Even the most sincere gestures can be misinterpreted and irresponsibly reported online, as the American Society for the Prevention of Cruelty to Animals found out after it released its new video in honor of Adopt a Cat Month. 'Hover Cat' taps into the cat viral video craze with a trendy message encouraging people to adopt the next viral video star. The movie stars Nightline anchor, Dan Harris, and his adopted feline. ..Read more

    Where were you when your petfood brand was recalled?

    May 11, 2012 By Melody McKinnon

    The news of recent recalls by Diamond Pet Foods and brands manufactured by them has been plastered all over the Internet. They're the topic of online discussion in forums, social networks and blogs across North America. ..Read more

    Pet parent pilgrimage to Pinterest

    Mar 21, 2012 By Melody McKinnon

    Any marketer who has been awake this year has heard about Pinterest and its amazingly rapid climb up the social media ladder. In fact, it climbed so quickly our website started receiving traffic from it before I had a Pinterest account of my own. ..Read more

    Social network membership numbers for the top 14

    Feb 27, 2012 By Melody McKinnon

    Keeping our finger on the social media pulse can be an overwhelming, but necessary, task. Here The Realtime Report gathers social network member information for us from a variety of sources and presents a snapshot of user numbers for each network. ..Read more

    Hiring a petfood blogger and online community manager

    Jan 26, 2012 By Melody McKinnon

    Combine a writer, marketer, public relations manager, business manager, communications specialist, strategist, researcher, techie, customer support representative, graphics designer, host(ess), entertainer, petfood expert, advocate and social media guru ... and what do you get? A community manager fit for the petfood industry! ..Read more

    Twitter rolls out conceptual redesign

    Dec 8, 2011 By Melody McKinnon

    Twitter has announced that it will be rolling out a new, faster design with a few enhanced features and expansions. The design should be available to all users within the next few weeks. ..Read more

    Google+ launches business pages

    Nov 10, 2011 By Melody McKinnon

    Social-savvy businesses and their customers have been anxiously awaiting the addition of business pages on Google's new social network, Google+. The network was opened to the public back in June, but only allowed personal pages. Google+ finally launched business pages this week. ..Read more

    Buzzing: 4 Social Media Business Magazines Launched

    Oct 18, 2011 By Melody McKinnon

    Keeping a finger on the pulse of social media is a must, so it's little wonder that there's such a buzz around the launch of four social media magazines. ..Read more

    Recent New York ruling alerts employers about social media policy

    Oct 6, 2011 By Melody McKinnon

    Rules & guidelines -- the workplace is full of them. Maybe that's why the majority of employers have taken so long to develop a social media policy. Perhaps they don't feel threatened by it, or aren't familiar with it at all. ..Read more

    Learn from the top petfood blogs

    Sep 16, 2011 By Melody McKinnon

    To write a good blog, you have to read good blogs. The purpose of this ranking isn't to list the most popular pet food blogs, it's to provide a list of pet food brand blogs we can learn from.  ..Read more

    Environmentally friendly petfood - who's green and who's not?

    Aug 31, 2011 By Melody McKinnon

    Greenopia recently updated their Pet Food Guide. Companies are ranked by Reporting, Quality, Animal Testing, Eco-friendly Packaging, Supply Chain, and Green Building Design. ..Read more


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