Home Smart 100 2012 Bleeply (SMART 100)

Bleeply (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Bleeply (NSW)

This innovation initially came to life when…

The co-founders Matthew and Henare were working together on online digital democracy projects. We saw that government was responding to social media risks by shutting down and adding bureaucratic approval processes that destroy the conversational spirit of services like Twitter. When we heard they had a Twitter committee that would meet once a week to approve tweets we knew we had to do something. Our idea was to add a simple time delay to social media updates, just like a live TV broadcast.


The purpose of this innovation is to…

Allow teams to collaborate on the creation and curation of content for corporate Twitter and Facebook accounts, without the risk of social media disasters.

It does this by…

Connecting a team of people to the same Twitter account. Whenever anyone posts an update, everyone’s notified and has the opportunity to stop, edit, and comment on the message before it goes public.


This innovation improves on what came before because…

Bleeply provides a simple time delay that allows you to stop the public posting of potentially damaging tweets. It has evolved to much more than that by focussing on the creation and curation aspects of social media management unlike currently available tools.

Its various benefits to the customer/end-user include…

Having the freedom to post content, knowing your team has your back. Brakes on a car aren’t about slowing you down; they allow you to drive faster. Bleeply does this for your social media accounts.


In the past, this problem was solved by…

Convening a Twitter committee each week to decide what messages would be posted that week (seriously!), which has the effect of dehumanising social media and ruining its major advantage (for the brand and for customers). Other ways to solve this problem included emailing a spreadsheet of tweets around to be approved.

Its predecessors/competitors include…

Hootsuite and Cotweet. These first-generation social business tools try to make sense of and react to the outside world. Our focus is the crafting of the message and the collaboration on content internally before it’s posted.


It is made for…

Businesses that want to use social media. In 2011, 80% of US businesses used social media for marketing and most have less than 2 years’ experience. The market for social business tools like Bleeply to help these businesses is huge.


It is available for sale through…

A software-as-a-service application on the Internet.

Our marketing strategy is to…

Approach agencies initially to use Bleeply for and with their clients.



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