Social media, online reputation management

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Social media, online reputation management SEO
PR

• Thom James, Online PR Director, Bullet PR
• 12 August 2008

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Advent of social media is a fantastic opportunity
for smaller businesses
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Social media is just another way to build
relationships
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Benefits of social media

• Astute use of social media channels significantly
  increases online visibility
• Provides consumers with more touch-points with
  your brand
• Invites interaction with your brand

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Online reputation management
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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

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Optimising content for search
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Optimising content for search

• 1. Select Keywords
• Words that users are likely to use to find your
  content

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Optimising content for search

• 2. Write keywords into title
• Title should be descriptive appeal to both
  readers and Google
• Title Example
• Good Depression numbers up 12
• Bad Why the long face

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Optimising content for search

• 3. Write keywords into copy
• Key is finding balance so that Google knows what
  your article is about but readers are not aware
  of you adding in keywords

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Implementing a blogging strategy
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Why blog?

• Cost
• Ease
• Media relations
• Blogger relations
• Research/polling capability

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Why blog?

• Gain better customer insights
• Attracting prospects
• Search
• Strengthens your brand
• Potential advertising revenue

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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

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Case Study Pinnacle Life/The Life Insurance blog

• Pinnacle Life worlds first pure online life
  insurance provider
• Comparatively small player locally
• Little media exposure, low brand awareness

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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

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To conclude

• Web 2.0 has created fantastic opportunities for
  smaller businesses
• Tools channels are cheap, diverse many
• A smart online communications strategy can pay
  significant dividends to your bottom line

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Thank you