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Social Media Affects Dogs! It's all good!

2009 May 26

I had the pleasure of meeting Josh Bernoff of Forrester Research and the author of  Groundswell at the April meeting of Seattle’s MCEI (Marketing Communications Executives International) chapter.  Bernoff was speaking to our group about Social Marketing and how businesses are ramping up social marketing initiatives to sustain and grow their brands.  One  case study presented by Bernoff  focused on Del Monte, who,  in an effort to get closer to a specific subset of customers, created a social media site built around people who REALLY love their dogs (i.e. vacation with them, do everything with them etc).

Del Monte recruited about 300 prime members and began to ask them questions about their dogs likes and dislikes and what they as pet owners wanted for their dogs.

The end result?  A brand new product called SNAUSAGES; bacon and egg breakfast snacks tailor made for these “uber-pampered” pets (and their owners).

In their 3 Minute Video series, Advertising Age posted a clip of Bernoff talking about the study during his keynote at the Interactive Advertising Bureau’s Social Media Conference held last week.  You can see the video below, or click here to see it on the Ad Age site.

While you watch be thinking about how you can best connect with your customers.  They probably have great ideas on how you can help them – AND grow your business.  That should get your tail wagging!

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