Pets Go Digital

Animal-lovers celebrate their furry friends in online communities

From show organizers to retailers, it seems everyone in the gift industry is exploring the world of social networking. Facebook, Twitter and blogging communities are teeming with trend outlooks, photos of new products and personal insight. And individuals in the pet industry have proved to be particularly creative with generating online content.

An Unforeseen Success
When Debi Allison, owner of Deb & Co. (866/478-6425), decided to add her company to the real-time social-messaging utility Twitter, she came across an unexpected surprise.

“I went on Twitter to set up a Deb & Co. account to expand our social networking,” says Debi. “While I was looking around, I noticed there were profiles for animals that were Twittering. They had their own personalities, and there were obviously people behind them, but they were really creative. A lot of rescue organizations, people selling pet products, veterinarians and also everyday people who own pets were participating. I thought the idea was so exciting and really different.”

Inspired by the humor these peppy animals expressed virtually, Debi decided to create Twitter accounts for two of her family’s own pets: her cat Felix and Zeppelin, her dog. She began Twittering on behalf of her animals as a fun way to experiment with the service.

“I gave Felix a fun picture and at first had him Twittering about his everyday life — things like his naps and love for food. And when I was referring to myself and my husband, I’d have Felix call us Mom and Dad,” says Debi, who adds that her husband, Glenn, writes the Twitter updates for Zeppelin. “Then, with Felix’s account, I started incorporating some posts related to the company itself and our new products.”

Debi says that Felix’s Twitter account, which she began in April, already has hundreds of updates. “He’s become a personal spokesperson for the company. Felix has something like 350 followers now on Twitter; he became popular very quickly and is chatting with other pet Twitterers. Now he’s running for Top Animal Twitterer in a little contest, so we are Twittering and encouraging his followers to vote for him,” she says.

Debi adds that the Twitter accounts result in traffic to the company’s main website as well. She also created a Facebook fan page for Felix, which contains photos, pet-related information and links to the Deb & Co. website. “Our Twitter and Facebook accounts really work together and support each other, and in turn that supports our website and increases our traffic, too,” she says. “On the fan page, we posted pictures of Felix on a road trip in our mobile home, and people loved it. It really brings a more personal element to the company and communicates our love for our pets.”

An avid animal-lover, Debi actively volunteers with rescue organizations and has always incorporated pet-themed designs into her company’s line of ornaments and figurines. She is impressed with the way Twitter and other social-networking services are increasing animal-rescue efforts worldwide. “Many animals are actually being saved through Twitter. People are using it to raise money and arrange adoption for animals that might have otherwise been forgotten about. There are just so many ways to use it for good causes, and people are acting quickly,” says Debi.

Overall, Debi believes retailers should experiment with Twitter and other services to see how they can help to expand business online and build community among customers and other retailers. “Our Twitter and Facebook adventures have been fun and helpful to the company — especially because of that personal factor,” says Debi. “People don’t want to just be sold something. You have to make it fun, and so far this has been a really great way to sell ourselves in a new way.”

Debi says the company will continue to build its list of Facebook fans and Twitter followers by writing about new products, posting new pictures and offering incentives through contests for both retailers and consumers. To view Deb & Co.’s Twitter pages, visit www.twitter.com/DebandCo, www.twitter.com/Zeppelin1 and www.twitter.com/Crazy_Felix.

Celebrity Status
Following his election to office last fall, President Obama vowed to fulfill a multitude of promises; among these was a sincere agreement to adopt a hypoallergenic puppy for his young daughters, Sasha and Malia.

In the spring, Senator Edward Kennedy helped complete this important undertaking by presenting the first family with a Portuguese Water Dog they affectionately named Bo. The first dog was an instant hit with the media and animal-lovers worldwide, and he has established a large presence on the web, too. Jesse Lee, the White House online programs director, updates the White House blog (www.whitehouse.gov/blog), and every now and then, she will post photos and information about Bo.

From adoption to death, presidential pets have traditionally held the attention of the public. Most recently, the passing of Socks, the Clintons’ cat, and India, the cat that belonged to George W. Bush’s family, garnered national news coverage. Throughout their lifespan, these pets inspire toy manufacturers and giftware companies to create products that appeal to the needs of both pets and their owners.

Other famous pets have an equal share of the spotlight. Martha Stewart’s pet dogs, which are often featured within her magazine as well as on her television show, have their own blog called The Daily Wag: Adventures with Francesca and Sharkey (http://dailywag.marthastewart.com). Written from the pets’ point of view, it follows special outings (such as trips to local pet stores) and day-to-day activities. Visitors to the site can view photos of dog breeds and follow links to pet-related websites, such as the American Society for the Prevention of Cruelty to Animals (www.aspca.org), the American Kennel Club (www.akc.org) and Adopt-a-Pet (www.adoptapet.com).

The Daily Wag also links back to the main Martha Stewart site (www.marthastewart.com), which features a variety of pet crafts, advice from animal experts and information on grooming, feeding, behavior and health. Visitors to the site can also participate in photo contests, such as the recent Patriotic Pets photo contest, in which the winner received a year’s supply of pet food.

Consider adding similar features to your own website. Lead customers to the information they seek by providing links to trusted animal-care websites, and partner with local animal hospitals and vets who can contribute expert advice. Add a “product of the week” feature to your site that highlights a new addition to your store’s lineup. Expand your digital presence through social media and connect with your customers online — you’ll find it a valuable way to market your store.

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