blogging, orm & seo pr
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Blogging, online reputation management & SEO PRNicholas 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
Old media landscape
It wasn’t that long ago……
Current media landscape
How times have changed…..
New media landscape
Advent of web 2.0 has splintered & multiplied media channels
Blogs
PodcastsPrint
Radio
News sites
YouTube
Social networking sites
Forums
Wikis
Newswires Chatrooms
Social bookmarks
TV
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
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
SEO PR - Transforming the humble media release
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
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
Online reputation management
Effective PR = swift, decisive
response to issues
Online reputation management
Monitoring clients, competitors, industry news, key topics:RSS feedsGoogle/Yahoo alertsTechnorati 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
Why blog?
Share company news & information
Generate word-of-mouth buzz
Thought leadership
Why blog?
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
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
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
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
Questions?