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

Introduction to New Media Blogs Podcasts Online Video RSS Content Syndication Podblaze.com Rodney Rumford

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?

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

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

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

Blogs Grow Curve: Doubling Every 8 Months

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

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

RSS/Blog/Podcast Flow

Blog RSS Data Flow

IE7 First RSS Feed View

Microsoft IE7 Feeds & Tags

IE7 RSS Subscribe: As easy as Bookmarking

Google Reader With Player

iTunes Visibility = 55+ Million

Podcast Example: Flash Player & RSS

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

Creating Increased Online Visibility

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

SEM, SEO & Online Visibility
Yahoo Podcasting
Yahoo News
Yahoo My Web 2.0
Google Blog Search
Google Organic
Google Reader
Gmail
Technorati
Apple iTunes

Google Blog & Podcast Search
High Value Results and Visibility

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)

GM Blog

PR Firm Blog

Microsoft Employee & Evangelist/Critic Blog

Simon & Schuster Example: Weekly Podcasts: Author Interviews

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

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

XML & Syndication Distribution
X tended M arketing L atitude

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

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

Questions? Need Help? New Media Strategy, Best Practices, Technology & Marketing Rodney Rumford Direct: 858-720-9604 [email_address] http://blog.podblaze.com

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

by Rodney Rumford on Mar 29, 2007

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