Blogging, Orm & Seo PR

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  • Blogging, Orm & Seo PR

    1. 1. Blogging, online reputation management & SEO PR Nicholas O’Flaherty & Thom James, Bullet PR
    2. 2. Agenda <ul><li>The new media landscape </li></ul><ul><li>PR & SEO, eg: transforming the humble media release </li></ul><ul><li>Online reputation management </li></ul><ul><li>Blogging as a PR tool </li></ul><ul><li>Case Study: The Life Insurance Blog </li></ul>
    3. 3. Old media landscape <ul><li>It wasn’t that long ago…… </li></ul>
    4. 4. Current media landscape <ul><li>How times have changed….. </li></ul>
    5. 14. New media landscape <ul><li>Advent of web 2.0 has splintered & multiplied media channels </li></ul>Blogs Podcasts Print Radio News sites YouTube Social networking sites Forums Wikis Newswires Chatrooms Social bookmarks TV
    6. 15. The New PR <ul><li>Insatiable demand for content in a Web 2.0 world </li></ul><ul><li>PRs having to think like publishers: effective online content strategy allows a company to exercise thought leadership </li></ul>
    7. 16. The New PR <ul><li>PRs are relationship managers </li></ul><ul><li>Social media is simply another way to build relationships </li></ul><ul><li>The new PR is intrinsically connected with search engine marketing </li></ul>
    8. 17. SEO PR - Transforming the humble media release <ul><li>Traditional </li></ul><ul><li>Uses creative language </li></ul><ul><li>Written to catch journalist’s eye </li></ul><ul><li>Text + (optional) image </li></ul>
    9. 18. SEO PR - Transforming the humble media release <ul><li>Optimised release </li></ul><ul><li>Language dry by necessity </li></ul><ul><li>Content based around keywords </li></ul><ul><li>Written for searchability </li></ul><ul><li>Media-rich </li></ul>
    10. 19. 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
    11. 20. Social networks & PR <ul><li>PR dependent on establishing networks </li></ul><ul><li>Steve Rubel: “ Social networks will become the primary theatre of operations for PR”, replacing email </li></ul><ul><li>Still early days, in NZ at least </li></ul>
    12. 21. Online reputation management <ul><li>Effective PR = swift, decisive </li></ul><ul><li>response to issues </li></ul>
    13. 23. Online reputation management <ul><li>Monitoring clients, competitors, industry news, key topics: </li></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Google/Yahoo alerts </li></ul></ul><ul><ul><li>Technorati Watchlists </li></ul></ul><ul><li>Picking up on negative commentary </li></ul><ul><li>Reacting appropriately where necessary </li></ul>
    14. 29. The state of the NZ blogosphere <ul><li>An untapped communications channel for NZ businesses </li></ul><ul><li>Only 1 out of top 30 companies blogging </li></ul><ul><li>Majority of corporate blogs IT-based </li></ul>
    15. 34. Why blog? <ul><li>Share company news & information </li></ul><ul><li>Generate word-of-mouth buzz </li></ul><ul><li>Thought leadership </li></ul>
    16. 35. Why blog? <ul><li>Branding/online visibility & SEO </li></ul><ul><li>Reputation management </li></ul><ul><li>Two-way communication channel </li></ul>
    17. 36. Where does PR fit in? <ul><li>Advise on content </li></ul><ul><li>Posting schedule </li></ul><ul><li>Editorial input </li></ul><ul><li>Monitor comments & other blogs </li></ul><ul><li>… BUT </li></ul><ul><li>Blogger(s) should be primarily responsible for content </li></ul>
    18. 37. Case Study: Pinnacle Life/The Life Insurance blog <ul><li>Pinnacle Life: world’s first pure online life insurance provider </li></ul><ul><li>Comparatively small player locally </li></ul><ul><li>Little media exposure, low brand awareness </li></ul>
    19. 44. www.blog.pinnaclelife.co.nz <ul><li>Drives traffic to e-commerce site </li></ul><ul><li>Generated debate on broker vs. direct model </li></ul><ul><li>Led to media coverage locally, overseas </li></ul><ul><li>Positioned company as industry thought leaders & innovators </li></ul>
    20. 45. To conclude <ul><li>Web 2.0 has created new challenges & possibilities for PR practitioners </li></ul><ul><li>Search & PR are becoming intertwined </li></ul><ul><li>Good PR practitioners will look to forge SEO partnerships & vice versa </li></ul><ul><li>… Thank you </li></ul>
    21. 46. Questions?

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