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?

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

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

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

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

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

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

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

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

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

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)

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

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

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

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

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

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