RSS and Social Web 101


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Here is a RSS-to-Social Media 101 deck for basic (push) SMO...

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RSS and Social Web 101

  1. 1. Real Simple Syndication (RSS) and Social Web 101 April 2010 1 | © 2010 All rights reserved.
  2. 2. Synopsis Digital Marketing & Communications (integrated/multi-channel) are no longer a proposition of spend + push = awareness, possible engagement, and hopefully conversion/influence. The evolution of Web technologies and Social Media has created significant, strategic opportunities for brands of all sizes and industries to connect with their target audiences - in the places they congregate or go to online - for a little technical know-how and vision/planning. It‟s not a question of building the latest-and-greatest repository of digital content or website - it‟s a question of how well distributed (targeted) your messages are (ie. that content) to the audiences that are already predisposed towards your messages and brand. A Brand‟s content strategy has to include a syndication strategy. That means RSS and the Social Web. 2 | © 2010 All rights reserved.
  3. 3. Social Web Optimization Example The most important connector to the Social Web for your brand XML Real Simple API / RSS Google FeedBurner Syndication (RSS) - website - - blog - (RSS) - XML - Embed API / RSS API / RSS API / RSS GUI YouTube Mobile Optimized Mobile Optimized iTunes - Video Channel - - Content - - Content - - Podcasts - .m4v / .mp3 .mp4 Promoted Videos API / RSS API / RSS Mobile Optimized Blog Feedburner Email - Content - - Subscribers - API / RSS API / RSS or GUI Mobile Optimized Brand Facebook - Content - - Fan Page - Twitter status updates to the LinkedIN connections Facebook Ads of Brand employees that integrate the Brand Twitter API / RSS Account (e.g executives) API / RSS or GUI Mobile Optimized Brand Twitter Acct. - Content - - Micromedia - strategic #hashtags xxxxxxxxxx API Denotes Tracking / Metrics 3 | © 2010 All rights reserved. Possible
  4. 4. Conclusion It has been well established that the Web and Social Media of 2009 is in fact the Social Web of 2010. There is no longer a significant distinction between Search (SEO - Search Engine Optimization & SEM - Search Engine Marketing), Social Media (SMO - Social Media Optimization), and Public Relations (ORM - Online Reputation Management). These previously distinct “channels” are now completely interwoven, interrelated, and cross-pollinating. In order to take full advantage of the evolving Web, we must strategically position ourselves / clients firmly in this new paradigm - or risk the threats of digital obsolescence and marginalization. 4 | © 2010 All rights reserved.
  5. 5. Recommendation Even with significant „engagement apprehension‟, Social Media Optimization can be performed for all digital brands with minimal issues. Social media solutions can be optimized for “push” - originating from RSS content feeds - even if those feeds have to be manually constructed (not „automatic‟ via blogging platforms for example). What we are trying to accomplish is the dissemination of content that: 1. provides for brand/message awareness via “impressions” where our audiences congregate (extend content/brand reach) 2. embeds properly anchored hyperlinks that backlink to our brands (increases search engine authority for brands/content), and 3. drives-up the SERP (Search Engine Results Pages) rankings for the strategic, relevant keywords for our brands (increases click- throughs to our brands / content and statistically, engagement). 5 | © 2010 All rights reserved.
  6. 6. Where the Rubber Meets the Road SEO, SMO, and ORM as Digital Best Practices and development instances all reside in a “netherworld” of departmental expertise and oversight. More accurately, the implementation and optimization of these practices (technical integrations / off-page factors / troubleshooting) tends to tap into the skill sets of several more traditional interactive roles. And as these practices are not “one-offs,” but are situations and projects that require on-going oversight/monitoring and optimization - an individual that can be dedicated (even if only part-time) to these endeavors is required for success and ROI. This individual would probably most aptly be described as a “Digital Strategy Engineer” as the skillset is more technical / infrastructure in nature as it relates to the Web: HTTP/HTTPS, IIS/Apache, .htaccess, robots.txt, RSS / XML / XSL / XSLT / DTD / Schema / Semantic Data, DNS/Domain Tools, IP, Webmaster Tools, ASP / SaaS integrations, etc. The Digital Strategy Engineer would then interface with the various content creation constituencies (PR, MarComm, Digital, Creative, Strategy, Production, etc.) on an on-going and as-needed basis for these types of endeavors. 6 | © 2010 All rights reserved.