SLI Systems

March 12, 2010 08:00 ET

Latest Ecommerce Podcast Features Interview With Mike Feiman of PoolDawg

Pool Cues and Accessories Retailer Connects With Customers via "Frank's Dawg House" Blog

CUPERTINO, CA--(Marketwire - March 12, 2010) -   SLI Systems, provider of on-demand, intelligent search services for Internet and e-commerce sites, announced today that the latest Ecommerce Podcast ( interview features Mike Feiman, director of marketing for PoolDawg ( Podcast host Shaun Ryan, CEO of SLI Systems, and Feiman discussed how the online and catalog retailer of pool cues, billiards tables and accessories is using social media to connect with customers -- including a blog that's "written" by PoolDawg's ceramic bulldog mascot Frank.

Feiman explained that the "Frank's Dawg House" blog (which Feiman himself writes) is a key part of the retailer's social media strategy, and has attracted quite a following. "Frank goes very well with the personality of the company," said Feiman. "He has starred in his own TV commercial, and we sponsor a pro player who takes Frank around to different tournaments. Everyone asks about Frank -- it gives people something to remember us by." The blog links to a Flickr photostream with pictures of Frank with his fans, and at various pool-related events.

PoolDawg also operates a Facebook fan page, currently with almost 600 fans, and a Twitter feed. Both the Facebook fan page and Twitter feed alert fans to interesting news articles about the game of pool, as well as sales and promotions at the PoolDawg site.

Feiman said he and his colleagues are experimenting with ways to increase customer engagement using these tools. Facebook, Feiman said, makes it relatively easy to interact with customers. "Twitter has been more of a challenge," he explained. "It's hard to communicate in 140 characters, and you don't want to use it just for a nonstop sales pitch. We're trying to find our voice with it."

About Ecommerce Podcast
Ecommerce Podcast is a series of interviews with experts in e-commerce on a range of topics, including marketing, site design and usability, search, and merchandising and promotions. The podcast interviews are hosted by Shaun Ryan, president and CEO of SLI Systems, a provider of hosted learning-based search and navigation technology. Ecommerce Podcast can be found at

About SLI Systems
SLI Systems is the developer of learning-based search and navigation technology for corporate Internet sites, e-commerce destinations and consumer Internet portals that Searches, Learns and Improves the user experience. SLI Systems' hosted site search and user-generated SEO solutions empower businesses to enhance customer satisfaction while increasing sales, reducing costs and yielding valuable customer information. Unlike traditional search software, SLI Systems' patented technology continuously "learns" from the behavior of visitors over time to deliver more relevant results. SLI Systems is a privately held company, with offices in Silicon Valley, London, and Christchurch, New Zealand. For more information, visit, or see the company's blog at

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