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Strategy   URGENT - Need Help Fast!  
 
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Promoting Social Networking Site - Need Clarity
Posted By: Rita Wilhelm on 11/3/2006 5:22 PM (CST) 500 Points
Hello,

I have started a cause-based social networking site for pet lovers. Every pet can have their own homepage and blog for free. The site is alot of fun.

I have self funded the development of this site, so funds are pretty limited. I do however need to promote it so that people find out about it. I've done press releases through PR Web, and different web-based networking activities, which has helped me with my pagerank. Still, I need to do some additional promoting, but on a budget.

I ( like everyone else ), would like to get a viral campaign going. We have developed 9 cartoon characters for the site, who each have a story, a personality, and a socially responsible cause that they represent. You can see them at http://www.petboogaloo.com/causes.html

I'm thinking about having some 'public service' videos made with these characters, that are a little 'off the beaten path.' But... it also take money to develop those. Maybe my efforts are best spent elsewhere.

What would you do, to get the word out in a cost effective way?

Posted by: darcy.moen Accepted Answer
11/3/2006 6:33 PM (CST)
Make a few pet pubic service video yourself (and don't worry about quality just yet) and put them on Youtube.com

I know, sounds wierd, right? Well, check out some of the other wierdness on youtube. I saw a fellow selling videos 'how to fold laundry' and 'how to make kraft dinner'. Yes, I said SELLING!. They produced some videos, water marked them with their web site url, and they drive traffic to their web site.

Your public service message could end up on hundreds, maybe thousands of pet lover's web sites. You tube offers a 'embed this video' function for bloggers and other users to embed videos into other web sites. Think of how far your message and URL could reach.

As for not worrying about quality...well, when you can afford to do better quality, do it then. In the meantime, do what you have to do, but do something...get the message out!

Darcy Moen
Customer Loyalty Network
 
Posted by: mgoodman Accepted Answer
11/4/2006 9:35 AM (CST)
My approach would be to create some brochures that would be distributed through veterinarians and, perhaps, pet stores. Those are the places your target audience would likely frequent, and they might be willing to help you if you offered a place on the brochures for their name/stamp. (You could even give them a rubber stamp so they could use it not only to personalize the brochures, but also for other things.)

Before you create the brochures you'll have to hone your message so that it's clear to your target audience (and your distribution partners) what the benefits might be and why they should care about your site/mission.

Your current name/tagline: "PetBoogaloo is about fun, while at the same time supporting animal and environmental causes." isn't compelling because "fun" is an empty word ("What kind of fun? Fun for whom? Fun for my pet or for me?" etc.) and the benefit sounds like I have to pay money for it. ("Supporting ..." ususally means giving money.)

"Saving animals at risk "is a much more appealing concept than "supporting causes," for example. And "sharing experiences with other pet lovers" is a benefit that is much more specific than "fun."

I think you get the idea. I'm not trying to write copy or tell you what your mission/tagline should be; I'm just suggestion some alternate words that might better express your intended positioning.

Hope this helps.
 
Posted by: Rita Wilhelm Author Response
11/4/2006 12:26 PM (CST)
Hi Darcy and mgoodman,

Thank you for your advice. Darcy... I think I will do some low cost videos. I need to keep it simple. Any ideas for themes? I could do cause-based service announcements, ending with one of our PetBoogaloo characters. I could also create a video about the fun of joining, and asking 'does your pet boogaloo?', or 'Come boogaloo with us', etc. Probably both. I would need to figure out logistics, such as what the storyline looks like, certain theme shots, the music or narration behind it, etc. From your experience, does anything come to mind?

mgoodman, you make a strong case about text. I will change that. If you were to look at the homepage of my site at PetBoogaloo.com (which is my conversion page to get people to join for free), what would you change? I purchased the Landing Page Handbook, and have set up some of the layout techniques in there. Maybe my messaging could be more compelling.

I really appreciate this feedback! My goal is to create a brand around this site, and the characters, and then license our plug-in brand to a PetSmart, Petco, Walmart, etc.

Rita Wilhelm
Founder
[URL deleted by staff]
 
Posted by: Frank Hurtte Accepted Answer
11/4/2006 1:20 PM (CST)
Here are some other guerilla ideas...
set up a site on myspace.. and start building network of local pet clubs.. groups etc

submit press releases to all the pet related magazines..

write some articles about your site and submit them to magazines.. great publicity.

Send to people like "the pet whisperer" with a request to link from their site.
 
Posted by: Rita Wilhelm Author Response
11/5/2006 1:01 PM (CST)
Thanks Frank. I have started a MySpace site and have done a little promoting on there. I really should spend more time on that, so thanks for the reminder.

I've actually recently emailed the DogWhisperer, to see if they would do a collaborative promotion with me. They just have a general email on their site, so we'll see if they respond.

I've also emailed the Oprah show several times, to see if she would blog about her dogs on PetBoogaloo. Wouldn't that be a great way to get momentum going?

I do need to get some articles written to submit magazines. Maybe I'll do some of that now. :-)

Anyone else have some thoughts? This is very helpful.
 
Posted by: GJA-Miami Accepted Answer
11/6/2006 10:45 AM (CST)
On the topic of pet public service announcements, I would recommend you ask the people from PETA (People for the Ethical Treatment of Animals) for help. They have already spent millions of dollars developing broadcast quality material, and since your interests seem to be aligned with theirs, I don't see why they wouldn't "throw you a bone", so to speak... I know they offer free banners and such:
http://www.peta.org/actioncenter/webbanners.asp

Good luck!
 
Posted by: proeditor Member Response
11/9/2006 10:18 AM (CST)
How about contacting Humane Societies and breed rescue organizations? Many have web sites and I think many would post a link to your page. People who rescue pets are often the most likely to want to brag about what a success the adoption was.
 
Posted by: Rita Wilhelm Author Response
11/9/2006 11:21 AM (CST)
Thank you everyone for your responses. GJA-Miami, I sent an email to PETA after I read your response. Good idea.

Proeditor, I will continue to work the humane societies. They seem to only have time to work with PetFinder, which is a great site, and I wouldn't want them to stop posting there. We actually also promote PetFinder on our site, as it is a great online resource for alot of the rescue programs across the country. (It would be great if PetFinder promoted us as well, but they are pretty pricey on their advertising- which is how they want to structure a collaboration).
 
Posted by: proeditor Accepted Answer
11/9/2006 2:21 PM (CST)
Since PetFinder has a commercial angle, I really meant the individual breed rescue groups that don't have much advertising on their sites, if at all. For example, the lab rescue web site has links, and yours would be a good fit. http://www.lrr.org/wiki/page/LRR/Lab+Links?LRRWIKI=77d58c760dbe163d72638a7b...

It would take some time, but finding other sites like this might help you get traffic.

Regarding the video, though it's been done before, the "stupid pet tricks" theme is always popular. Look how long "America's Funniest" has been on TV and they are still calling for: "FUNNY DOGS – We want to see your funny furry friend in action. Videotape your bulldog snoring, or your dancing poodle in her favorite tutu. Show us the special talents that make your pet top dog." AND " TEACH YOUR PET TO TALK - Think your pet has more to say than 'woof,' 'meow,' or 'cheep'? Then teach your animal to talk! Just capture the conversation on tape and send it our way." So you know that stuff sells!

Also, I don't know how many different emails I got forwarded to me in the month of October with animals dressed up for Halloween. People just get a kick out of cute or silly animals. I believe adorable pictures get forwarded too -- like a picture of a kitty and bunny together. If you have or can take photos of anything like that, just start forwarding them. Chances are they will go around the world. Maybe check into synergies with http://cuteoverload.com/
 
Posted by: KathySmithFilms* Accepted Answer
11/9/2006 7:55 PM (CST)
Hi Rita,

If you have an inexpensive camera, film and download to your website. That way you can start this week. Since you are having the dog/cat
viewpoints just have the camera on them for the 30 second spot and do your own voice over. The reverse vector on this approach would be to enlighten the owners on pet tips, responsibility of owning a pet and having the pet (through your voice over) encourage the viewer to donate or buy your products.

The peta site is the best for immediate positioning. I did a convention and they were there. Nice group with a worthy cause.
Good luck,
Kathy
 
Posted by: jamie Accepted Answer
11/9/2006 11:26 PM (CST)
A big problem is you are behind other strong social networking sites, ie dogster.com.

While more people own pets than have children, reaching pet owners en masse is very hard, very expensive and there are ten thousand small companies out there getting buried by large consumer companies all trying to do the same thing. And many are supporting the same kinds of causes as you are.

All the pet broadcast shows know this and they will charge you hundreds of thousands of dollars just to give you basic exposure.

One hypothesis I have, and would be interested in your thoughts in reaction, is that few people care about "all" animals. Most people care about "their" pet and some for a varienty of reasons really do not "care" for their pet or pets very well.

So you can narrow your piece of the universe down quickly by focusing only on those who are emotionally committed to many animals rather than those whose love is focused only a few or their own pet family member.

I do not see strong linkage in making a position in supporting both animal and environmental causes, but nonetheless, thinking out loud here, you have further narrowed your appeal to those who are committed emotionally to both animals and to the environment.

So the market is big, but what the place for your idea? For clarity, it seems like niche marketing to highly targeted groups is going to do more for you than mass efforts.

So are we talking Patagonia wearing, socially conscious, pet owning people with at least part of their self concept commited to interest in environmental and animal causes?

Or, are we talking empty nesters who are taking walks in the park with the new pooch that is their new four-footed child?

So where do you find those people and when they come to your site, what is there for them.

Even if my reasoning does not reflect your situation, you should think carefully about what segment of people you are going after and then focus only on reaching them.

And if you are attempting to establish yourself with mainstream companies or sponsors, such as pet food companies or pet stores, etc., down the road, many tend to avoid association with PETA and I am guessing that at PETA the feeling is likewise. But there also is lots of opportunity outside the traditional set of corporations. Just be knowing the choice you make, is all I am saying.

Good luck to you.




 
Posted by: Gunjit Accepted Answer
11/10/2006 6:02 PM (CST)
Hi Rita

First of I would like t congratulate you on the initiative that you have taken. The cause is really worth appreciation.

In order to increase awareness about your website and the activities that you undertake, I would want to recommend a few steps:

You need to reach your target customers in particular rather than use spray and pray approach. Put up a few small and simple posters with one-liners etc at the major stores that sell products for pets or pets themselves. Attacking the customer there would be prudent.

Another suggestion is to start a blog on your site on pets, issues related to them and what can be done. In this age of knowledge, blogs are the way to go. Their popularity can help you not only bring about awareness about your cause but also get you a platform where you can get many more ideas about what you can do and feedback on what you are doing.

To help you further, do tell me how many hits does your site has on a daily basis.

Best of luck in your endeavours.
 
Posted by: jillm Member Response
11/10/2006 6:11 PM (CST)
Have you thought about contributing to other online communities/blogs within your space? When you comment on other people's sites/blogs, you most likely will get links back to your site... and if your comments are interesting and/or useful, my bet is that people will click through to learn more.

I hope that this helps!
 
Posted by: Rita Wilhelm Author Response
11/11/2006 1:52 PM (CST)
Hi everyone,

This feedback is so wonderful! I really appreciate this. It's like having my very own marketing advisory panel.

You are all making excellent points.

The crowd I want to attract, are cultural creatives
who want to make an impact in this world, who value peace, their environment, and animals. I want them to have a place where they can connect, be creative, and know that they are coming together, and impacting causes that are important to them. It is our intention to create a brand around these causes in a positive and entertaining way, that helps to educate and to highlight these causes.


gunjitjn- the site is very new. (Although it took us 2 years to build the backend). The site was ready in July 06. I have not yet done a launch campaign, or really advertised the site (mainly due to funding). But, in just a few months, with virtually no advertising, we have about 3000 visitors a month, and a pagerank of 4.
 


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