Pet Microblogging

Jean DionSenior Search Engine Marketing

Consultant

What the Research Says

Why do people adopt? • To rescue an animal in need.• To obtain a pet that’s vaccinated and altered.• To save money.

Source: PetSmart Charities study, 2013.

What the Research Says

Why do people avoid adoption? • They believe shelter animals have behavioral

problems.• They think the shelter environment will be

depressing.

Source: PetSmart Charities study, 2013.

What the Research Says

What can help a person take the leap and visit? • Seeing a compelling photo online.• Getting a recommendation from someone

they know.

Source: PetSmart Charities study, 2013.

Why Blogging Matters

The photos you take and the stories you tell can directly influence adoption behavior. • Stories help boost a feeling of “rescue.”• Perception of behavioral problems can be

reduced.• A recurrent blog “voice” breeds familiarity—

like working with someone you know.

What’s a microblog?

• Petpoint!• These little pages provide adopters with a

great deal of information. And, they’re a high-traffic portion of the site.

• “Fergus on the catnip cam,” which is only linked on his profile, has 14 views in 2 days.

Good writing begins with research

• In a perfect world, you’ll have paperwork to look at.

• If not, look at the kennel card.

Researching Your Pet

• Remember: People like to rescue. That means they need to know where the pet has been.

• Read the notes. Where has the pet been? What has it seen? What sorts of pets has it lived with before?

Researching Your Pet

Use your observation skills (esp. for strays). Is the pet:• Friendly?• Shy? • Warm?• Playful?• Bossy?

It’s photo time!

Your research provides you with a great opportunity to take some photos.

I use my tablet. I can shoot video, take photos, and more. And it’s big, so the cats don’t run. Plus, it’s silent.

Marilyn/Martha can take the expert shots. Provide color commentary with your shots.

Getting the right photo• Get up close and personal. Think of

making someone reach out for a pet.

• Take more photos than you think you’ll ever need.

• Use whistles, claps, clicks, kissy, treats noises to make them look.

• Ask someone to stand behind you and make noise or wave something.

• (Don’t worry; we’ll practice.)

Tempting options to avoid• Having someone else hold the pet.

(Remember: The shelter is not sad. Pets don’t need to be comforted.)PRO TIP: If you must, take a selfie and crop yourself out.

• Photos of animals looking scared, threatened or cowering. (Remember: The shelter is not scary!) PRO TIP: Let the animal settle.

Great photos in cagesIt is possible! • Open the door wide.• Get the cat to peep out (so the

head is in the light). • Crop out anything that looks like a

cage.

Another cage exampleBright towel, bright light behind, and eye contact make this photo work.

Special notes for black pets

Before After

Color correction and cropping

• Boost the exposure to make dark photos pop.• Crop in tight to make blown-out edges fade.• Kick up highlights to boost details.

Typical color correction screen

Other ideas• No color correction? No problem.• Look for bright backgrounds. • Can’t find them? Put down a towel

or a rug. • Let the wall be your bounce.

Special request?

• Focus, focus, focus. • Look for the little green box that shows the

photo is in focus. • Can’t get the pet to hold still? Get closer.

The Writing: Focus on the Future

• No blaming of the past owner. Get angry, but try to get over it. Pets forgive; we should, too.

• Give people a reason to do more than pity the pet.

• Spend time. • Sell yourself.• Focus on what the pet does, not what it looks

like. • Find a hook. What makes this pet unique?

Don’t duplicate

Writing exercise

What words can you use to describe a pet that aren’t already on a profile?

5 mins

Finding Your Writing Voice

Become a trusted voice your readers will recognize. Do that by:• Starting the profiles in the same way.• Using the same structure. • Writing the way you talk. • Being playful (this isn’t a term paper).

Write like a blogger

Online readers skim. Help them by:• Keeping paragraphs short (like one sentence).• Putting high-impact words first.• Cutting the fluff.

Typical microblog structureIntro: Hello, my name is…. (one sentence) The past (3-4 sentences):• How did I get here? • What sorts of pets did I live with?• What sorts of people did I call my own?• How did my owners describe me? The future (5-6 sentences):• What makes me unique?• How have I behaved in the shelter?• What am I known for? The call to action (2 sentences):• Come visit me!• Share my story on social media! • Or if you love me but can't take me home, please consider sponsoring my stay.

Blogging exercise!

To the kennels we go!• Pick a pet. • Read the ppwk. Take notes.• Take photos/do research. • Be back here in 20 mins for writing.

Writing exercise

• Tap out your profile. • I’ll review. • 30 mins write.

A few samples

Final questions?