Social media, online reputation management & SEO PR Thom James, Online PR Director, Bullet PR 12 August 2008.

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Presentation transcript:

Social media, online reputation management & SEO PR Thom James, Online PR Director, Bullet PR 12 August 2008

Advent of social media is a fantastic opportunity for smaller businesses…

…Social media is just another way to build relationships

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

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

Optimising content for search

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

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…

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

Implementing a blogging strategy

Why blog? Cost Ease Media relations Blogger relations Research/polling capability

Why blog? Gain better customer insights Attracting prospects Search Strengthens your brand Potential advertising revenue

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

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

Thank you