Online Reputation & Social Media Nicholas O’Flaherty Managing Director Bullet PR

A little secret No one can really be a ‘ social media expert’

No one can really be a

‘ social media expert’

Agenda Bullet PR Our social media experience Practical business uses Monitoring and responding ‘ social media expert’

Bullet PR

Our social media experience

Practical business uses

Monitoring and responding

‘ social media expert’

Who we are Full service public relations consultancy

Full service

public relations consultancy

Public Relations So, what does that mean…?

So,

what does that mean…?

Context In the last 3 months….

In the last 3 months….

Clients…. 2degrees New Zealand’s third mobile telco network launching next week

2degrees

New Zealand’s third mobile telco network launching next week

Clients…. Freedom Furniture Opening first store in 10 years

Freedom Furniture

Opening first store in 10 years

Clients…. Panasonic Launching Blu-ray recording platform into New Zealand

Panasonic

Launching Blu-ray recording platform into New Zealand

Clients…. M&C Saatchi Largest independent advertising agency in the world

M&C Saatchi

Largest independent advertising agency in the world

Clients…. Veda Advantage Announcing latest consumer credit trends

Veda Advantage

Announcing latest consumer credit trends

Clients…. HooHaa Offering text advertising messages to Fly Buys 2.2 million members

HooHaa

Offering text advertising messages to Fly Buys 2.2 million members

Clients…. Realestate.co.nz New Zealand’s largest property portal with 100,000 listings

Realestate.co.nz

New Zealand’s largest property portal with 100,000 listings

Clients…. Pinnacle Life Life insurance blog supporting e-commerce sales

Pinnacle Life

Life insurance blog supporting e-commerce sales

Bullet PR Enough of us…

Enough of us…

More to the point Where do prospective clients find Bullet PR online today?

Where do prospective clients find Bullet PR online today?

The web site… bulletpr.co.nz

bulletpr.co.nz

The web site…

The web site…

The Bullet PR blog…

The Bullet PR blog… bulletpoints.co.nz

bulletpoints.co.nz

The Bullet PR blog… www.bulletpr.co.nz

www.bulletpr.co.nz

The Bullet PR blog…

The Bullet PR blog…

The Bullet PR blog…

The Bullet PR blog…

The Bullet PR blog…

Links from popular sites “ Bulletpoints – New Zealand based Nicholas O’Flaherty blogs a familiar mix of reputation management, online PR and search engine marketing.”

“ Bulletpoints – New Zealand based Nicholas O’Flaherty blogs a familiar mix of reputation management, online PR and search engine marketing.”

The Bullet PR blog…

Bullet PR on Linkedin… linkedin.com/in/nicholasoflaherty

linkedin.com/in/nicholasoflaherty

The Bullet PR blog…

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

Stream the blog posts here..

Stream the blog posts here..

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

Bullet PR on Twitter… twitter.com/BulletPR

twitter.com/BulletPR

The Bullet PR blog…

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

Bullet PR on Facebook… facebook.com/nicholas.oflaherty

facebook.com/nicholas.oflaherty

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

Bullet PR on YouTube… youtube.com/user/bulletprnz

youtube.com/user/bulletprnz

The Bullet PR blog…

Bullet PR on Flickr… flickr.com/photos/bulletpr

flickr.com/photos/bulletpr

Bullet PR on Flickr

Bullet PR on Flickr

Bullet PR on Flickr

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

The Bullet PR blog… The point is that social media has made it easier

The point is that social media has made it easier

Bullet PR online OK, that’s Bullet PR online today

OK, that’s Bullet PR online today

Bullet PR in 2000 9 years ago Bullet PR’s only online presence was: a crap one page collateral web site mystifying non-user friendly code no CMS expensive to change

9 years ago Bullet PR’s only online presence was:

a crap one page collateral web site

mystifying non-user friendly code

no CMS

expensive to change

Business necessities We would be out of business today if we had left it like that…

We would be out of business today if we had left it like that…

Why? Prospective clients carry out due diligence online Prospective employees want to check out the company Need good search results Project capabilities & thought leadership

Prospective clients carry out due diligence online

Prospective employees want to check out the company

Need good search results

Project capabilities & thought

leadership

So what’s changed? Social Media!

Social Media!

What’s social media? “ Social media is online content created by people using highly accessible and scalable publishing technologies. Social media allows people to connect. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).”

“ Social media is online content created by people using highly accessible and scalable publishing technologies.

Social media allows people to connect.

Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).”

Social media includes.. Blogs Social Networks, eg: Twitter, Facebook, LinkedIn

Blogs

Social Networks, eg: Twitter, Facebook, LinkedIn

Practical business uses Blogs LinkedIn Twitter Facebook

Blogs

LinkedIn

Twitter

Facebook

Blog - benefits Share company news & information (can replace role of media release) Generate word-of-mouth buzz Thought leadership; create media opportunities

Share company news & information (can replace role of media release)

Generate word-of-mouth buzz

Thought leadership; create media opportunities

Blog - benefits Branding/online visibility & SEO Reputation management Two-way communication channel

Branding/online visibility & SEO

Reputation management

Two-way communication channel

Where does PR fit in? Advise on content Posting schedule Editorial input Monitor comments & other blogs … BUT the blogger should be primarily responsible for content

Advise on content

Posting schedule

Editorial input

Monitor comments & other blogs

… BUT the blogger should be primarily responsible for content

Linkedin Starts with personal reputation Specifically business and professional focused; no ambiguity Provides excellent environment to maintain contacts from previous roles Trust and transparency mean recommendations have significance

Starts with personal reputation

Specifically business and professional focused; no ambiguity

Provides excellent environment to maintain contacts from previous roles

Trust and transparency mean recommendations have significance

Twitter Fast way to pick up database of followers Rapid reaction channel Point traffic quickly to relevant sites Not ‘be all and end all’

Fast way to pick up database of followers

Rapid reaction channel

Point traffic quickly to relevant sites

Not ‘be all and end all’

Practical business uses Blogs LinkedIn Twitter Facebook

Blogs

LinkedIn

Twitter

Facebook

Facebook Facebook fan page better than group Need to respect the users Can’t broadcast brand messages; will cause swift reaction, creating more harm than good Need to be transparent, be ready to surrender control Build trust, then trust your FB fans FB evolving; attracting older age groups

Facebook fan page better than group

Need to respect the users

Can’t broadcast brand messages; will cause swift reaction, creating more harm than good

Need to be transparent, be ready to surrender control

Build trust, then trust your FB fans

FB evolving; attracting older age groups

Monitoring Your brand Your competitors Your industry

Your brand

Your competitors

Your industry

Other social networks Bebo MySpace TradeMe NZ Girl Made from New Zealand

Bebo

MySpace

TradeMe

NZ Girl

Made from New Zealand

Other social networks Bebo MySpace TradeMe NZ Girl Made from New Zealand

Bebo

MySpace

TradeMe

NZ Girl

Made from New Zealand

Monitoring Your brand Your competitors Your industry

Your brand

Your competitors

Your industry

Free monitoring tools Google Alerts Twitter Search Ice Rocket

Google Alerts

Twitter Search

Ice Rocket

When to respond? Who’s saying it? What are they saying? To whom and how many? Is it accurate?

Who’s saying it?

What are they saying?

To whom and how many?

Is it accurate?

And use this Which means you need an…

Which means you need an…

RSS Feed Reader Google Reader Bloglines

Google Reader

Bloglines

Summary You must resource social media adequately; someone needs to take charge, and it’s an ongoing commitment

You must resource social media adequately; someone needs to take charge, and it’s an ongoing commitment

Questions Nicholas O’Flaherty Managing Director Bullet PR [email_address] bulletpr.co.nz bulletpoints.co.nz linkedin.com/in/nicholasoflaherty twitter.com/BulletPR facebook.com/nicholas.oflaherty

Nicholas O’Flaherty

Managing Director

Bullet PR

[email_address]

bulletpr.co.nz

bulletpoints.co.nz

linkedin.com/in/nicholasoflaherty

twitter.com/BulletPR

facebook.com/nicholas.oflaherty