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New Media For Business, Marketing and PR: Blogs, Podcasts, Social Media & Syndication

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Presentation Given to the South OC County PR & Marketing Logistics Group on 3-29-07. Covers Blogs, Podcasts, Social Media, Syndication, RSS and UGC.

Presentation Given to the South OC County PR & Marketing Logistics Group on 3-29-07. Covers Blogs, Podcasts, Social Media, Syndication, RSS and UGC.

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  • Introduction To Business Blogging: By Rodney Rumford, Copyright 2005,The Info Guru LLC., Leveraged Promotion, All rights reserved

Transcript

  • 1. Introduction to New Media Blogs Podcasts Online Video RSS Content Syndication Podblaze.com Rodney Rumford
  • 2. The Control is Gone
    • User Generated Content
    • Blogs, Podcasts & YouTube
    • Everyone has a Soap Box, Broadcast Channel & Megaphone
    • Conversations are happening
    • Blogosphere enables connections & viral velocity
    • 1 person matters: Kryptonite
    • Are you going to be in the conversation?
  • 3. Technology Enablers
    • Blogs
    • Podcasts
    • XML/RSS is the new language of the web
    • Social Bookmarking & Tagging
    • Interruptive messaging becoming less tolerated
    • Subscription & Consumption Mechanisms
    • 100+Million Blogs = Mainstream. There are not that many geeks
  • 4. Key Points
    • Transparency & Honesty are Crucial
    • Take Your Lumps & Respond
    • Drop the “Corporate Speak”
    • Embrace the Key Influencers
    • Blog Outreach Strategy
    • Communication Tool: Reallocate Resources
    • Value Added Unique Content
  • 5. What is a Business Blog?
    • Web Log = Blog
    • Self publishing platform to publish content to the internet easily & quickly
    • Item posts are save or archived in reverse chronological order by date
    • Delivery platform for valued added content in a web based HTML and RSS/XML feed format
    • Marketing & Net communication & visibility tool
    • Internet visibility platform for driving targeted traffic via search engines & multiple directories
  • 6. Blogs Grow Curve: Doubling Every 8 Months
  • 7. The Rule of 1%, 10%, 89%
    • 1% Create original content
    • 10% add content: comments, rating, reviews, aggregation, tagging, embed, etc.
    • 89% Consume Content
    • Your Brand Lives Everywhere… Not just on Your Site
    • Experience Matters, Not Pageviews
  • 8. RSS Feed Syndication
    • Extends the reach of your content
    • Creates awareness when change occurs
    • Bypasses email (and spam filters)
    • Provides a true publish-subscribe model that customers appreciate
    • Generates many ways to discover your business and your products
    • Automatically delivers new content to subscribers
  • 9. RSS/Blog/Podcast Flow
  • 10. Blog RSS Data Flow
  • 11. IE7 First RSS Feed View
  • 12. Microsoft IE7 Feeds & Tags
  • 13. IE7 RSS Subscribe: As easy as Bookmarking
  • 14. Google Reader With Player
  • 15. iTunes Visibility = 55+ Million
  • 16. Podcast Example: Flash Player & RSS
  • 17. RSS Marketing Provides Many Marketing Visibility Opportunities
    • Many areas where your feed will act as a communication medium
    • RSS also provides visibility beyond the search engines
    • Partial list: There are more marketing opportunities
  • 18. Creating Increased Online Visibility
  • 19. Why Does Blogging Matter? (SEO)
    • Each Blog post is considered a page of content
    • Each post optimized for 3-4 keyword phrases
    • Keyword Clouds raises SEO to a higher level
    • RSS/XML Feed Format
    • Linking from other Blogs
  • 20. SEM, SEO & Online Visibility
    • Yahoo Podcasting
    • Yahoo News
    • Yahoo My Web 2.0
    • Google Blog Search
    • Google Organic
    • Google Reader
    • Gmail
    • Technorati
    • Apple iTunes
  • 21. Google Blog & Podcast Search
    • High Value Results and Visibility
  • 22. Why Use Blogs & Podcasts for Business & Marketing?
    • Increased online visibility
    • PR & communication tool
    • Knowledge distribution
    • Key differentiation over competition
    • Lead generation tool
    • Positional strategy as thought leader, and subject matter expert in your market space
    • Value added quality content will bring more inbound targeted traffic & links
    • True Publish & Subscribe Platform (RSS)
  • 23. GM Blog
  • 24. PR Firm Blog
  • 25. Microsoft Employee & Evangelist/Critic Blog
  • 26. Simon & Schuster Example: Weekly Podcasts: Author Interviews
  • 27. Case Study: MojoPages.com
    • Multi-Media Blog
    • Team Blog: CEO, CFO, PR, Sales, Tech
    • Video Documentary Series
    • YouTube & Veoh Video Distribution
    • Buzz and Traffic BEFORE product launch
    • 60+ Stories Written in Blogosphere
    • Positive Brand Hijacking & Credibility
  • 28. Podcasting Business Uses: Varied
    • Internal Communication: Remote Sales Force, Channel Partners, Merchants, Alliances, “On the Same Page Messaging”, Projects, Teams, etc.
    • External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews, Product Mgrs, Sales, Leads, Partners, etc.
    • Ideas: Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc.
    • Content Ideas Are Varied: How can you effectively deliver content to where a current void exists or where a market can be be better served via podcasting?
    • Customer/Client/Prospect Education & Updates
    • Brand Extension, Loyalty, Top of Mind, Extended Reach
  • 29. XML & Syndication Distribution
    • X tended M arketing L atitude
  • 30. 7 Parting Thoughts & Next Steps
    • Look at the potential applications for your Business: Groups, Teams, Divisions, Products…
    • Due diligence and discovery for best avenues, practices & “go to market content ideas”
    • Innovative ways to share content & knowledge
    • Value Added Content Increases Business
    • New communication avenue for many markets/segments/submarkets
    • Can Support Many Business Objectives
    • How to Leverage Open Communication Channel
    • Action: Take Ownership and Drive Process
  • 31. No One Has Control
    • Embrace the Change
    • 5 Years 50% Online UGC for Media Consumption
    • Engagement, Transparency, Honesty
    • The New Media is Here to Stay
    • New Media Press Releases
  • 32. Questions? Need Help? New Media Strategy, Best Practices, Technology & Marketing Rodney Rumford Direct: 858-720-9604 [email_address] http://blog.podblaze.com