Blogging, online reputation management & SEO PR Nicholas O’Flaherty & Thom James, Bullet PR

Agenda The new media landscape PR & SEO, eg: transforming the humble media release Online reputation management Blogging as a PR tool Case Study: The Life Insurance Blog

The new media landscape

PR & SEO, eg: transforming the humble media release

Online reputation management

Blogging as a PR tool

Case Study: The Life Insurance Blog

Old media landscape It wasn’t that long ago……

It wasn’t that long ago……

Current media landscape How times have changed…..

How times have changed…..

New media landscape Advent of web 2.0 has splintered & multiplied media channels Blogs Podcasts Print Radio News sites YouTube Social networking sites Forums Wikis Newswires Chatrooms Social bookmarks TV

Advent of web 2.0 has splintered & multiplied media channels

The New PR Insatiable demand for content in a Web 2.0 world PRs having to think like publishers: effective online content strategy allows a company to exercise thought leadership

Insatiable demand for content in a Web 2.0 world

PRs having to think like publishers: effective online content strategy allows a company to exercise thought leadership

The New PR PRs are relationship managers Social media is simply another way to build relationships The new PR is intrinsically connected with search engine marketing

PRs are relationship managers

Social media is simply another way to build relationships

The new PR is intrinsically connected with search engine marketing

SEO PR - Transforming the humble media release Traditional Uses creative language Written to catch journalist’s eye Text + (optional) image

Traditional

Uses creative language

Written to catch journalist’s eye

Text + (optional) image

SEO PR - Transforming the humble media release Optimised release Language dry by necessity Content based around keywords Written for searchability Media-rich

Optimised release

Language dry by necessity

Content based around keywords

Written for searchability

Media-rich

HEADLINE Bullet-point summary of key points Keywords/tags Links Embedded media files Quotes Company info Contact details RSS feed & bookmarking buttons Social media release

Social networks & PR PR dependent on establishing networks Steve Rubel: “ Social networks will become the primary theatre of operations for PR”, replacing email Still early days, in NZ at least

PR dependent on establishing networks

Steve Rubel: “ Social networks will become the primary theatre of operations for PR”, replacing email

Still early days, in NZ at least

Online reputation management Effective PR = swift, decisive response to issues

Effective PR = swift, decisive

response to issues

Online reputation management Monitoring clients, competitors, industry news, key topics: RSS feeds Google/Yahoo alerts Technorati Watchlists Picking up on negative commentary Reacting appropriately where necessary

Monitoring clients, competitors, industry news, key topics:

RSS feeds

Google/Yahoo alerts

Technorati Watchlists

Picking up on negative commentary

Reacting appropriately where necessary

The state of the NZ blogosphere An untapped communications channel for NZ businesses Only 1 out of top 30 companies blogging Majority of corporate blogs IT-based

An untapped communications channel for NZ businesses

Only 1 out of top 30 companies blogging

Majority of corporate blogs IT-based

Why blog? Share company news & information Generate word-of-mouth buzz Thought leadership

Share company news & information

Generate word-of-mouth buzz

Thought leadership

Why blog? 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 Blogger(s) should be primarily responsible for content

Advise on content

Posting schedule

Editorial input

Monitor comments & other blogs

… BUT

Blogger(s) should be primarily responsible for content

Case Study: Pinnacle Life/The Life Insurance blog Pinnacle Life: world’s first pure online life insurance provider Comparatively small player locally Little media exposure, low brand awareness

Pinnacle Life: world’s first pure online life insurance provider

Comparatively small player locally

Little media exposure, low brand awareness

www.blog.pinnaclelife.co.nz Drives traffic to e-commerce site Generated debate on broker vs. direct model Led to media coverage locally, overseas Positioned company as industry thought leaders & innovators

Drives traffic to e-commerce site

Generated debate on broker vs. direct model

Led to media coverage locally, overseas

Positioned company as industry thought leaders & innovators

To conclude Web 2.0 has created new challenges & possibilities for PR practitioners Search & PR are becoming intertwined Good PR practitioners will look to forge SEO partnerships & vice versa … Thank you

Web 2.0 has created new challenges & possibilities for PR practitioners

Search & PR are becoming intertwined

Good PR practitioners will look to forge SEO partnerships & vice versa

… Thank you

Questions?