9/27 PPT RSS


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9/27 class discussion on how to use RSS in social media marketing.

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9/27 PPT RSS

  1. 1. Marketing with RSS Marketing in Social Media Created by Jan Ahrens [email_address]
  2. 2. Definition <ul><li>RSS – Really Simple Syndication </li></ul><ul><ul><li>aka Rich Site Summary </li></ul></ul><ul><ul><li>RSS is XML code that publishes information to users via a web feed to the web/mobile platforms </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com Blogs, Audio, Video
  3. 3. Terminology <ul><li>Channel – same as “feed” </li></ul><ul><li>Chicklets – RSS icons </li></ul><ul><li>Feeds / Web Feed – the information you signed-up for that is regularly sent to your reader </li></ul><ul><li>Reader / News Reader – the internet-based tool to view the FSS feeds (some client-side readers) </li></ul><ul><li>Subscribe – signing-up for a feed, which is free </li></ul><ul><li>XML – the programming code that creates RSS </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  4. 4. History <ul><li>1999 – first version created by guy at Netscape </li></ul><ul><li>1999 – 200X – many versions developed, by different people at different companies </li></ul><ul><li>2005 – Microsoft’s Mozilla Firefox and others used it and made the RSS icon a standard </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  5. 5. User Side Process Example <ul><li>Click on the RSS icon on a website </li></ul><ul><li>Click again (if additional subfeeds available; not always the case) </li></ul><ul><li>Select how you want to receive your feed </li></ul><ul><ul><li>If you choose a reader that you are not subscribed to, you’ll be prompted upon landing there </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  6. 6. User Side Process Example <ul><li>Confirm you want that RSS feed (MyYahoo example) </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  7. 7. User Side Process Example <ul><li>MyYahoo home page now has the feeds on it when you check </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  8. 8. User Side Process Bad Example - gaspedal <ul><li>Click on the RSS icon YES </li></ul><ul><li>Click again NO </li></ul><ul><li>Select how you want to receive your feed NO </li></ul>
  9. 9. User Side Process Bad Example - gaspedal <ul><li>Land on this page with no direction on what to do next…?!#%*#@ </li></ul>
  10. 10. RSS Strategies & Uses <ul><li>Businesses </li></ul><ul><ul><li>Technological tool that pushes your content to interested parties </li></ul></ul><ul><ul><li>Automates communication of blogs or website content </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com http://www.rss.com/
  11. 11. RSS Tactics <ul><li>Add RSS links on most pages of your website </li></ul><ul><li>Add RSS link to your online media room </li></ul><ul><li>Add RSS link at end of articles </li></ul><ul><li>Add action words next to the RSS icon “subscribe” </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Don’t use RSS only, consider audience and other sign-up such as email newsletters </li></ul><ul><li>Add RSS as part of social media toolbar (WSJ didn’t) </li></ul><ul><li>Add RSS to your footer (WSJ did) </li></ul>
  12. 12. RSS Tactics <ul><li>Ways to present the RSS link </li></ul><ul><li>Rollover </li></ul>
  13. 13. Marketer’s Role <ul><li>Your Content </li></ul><ul><ul><li>Content for the RSS feed needs to follow best practices for the feed content ( updated, timely content) </li></ul></ul><ul><ul><li>RSS links easily available on site, blog, etc </li></ul></ul><ul><ul><li>RSS technology working </li></ul></ul><ul><ul><li>RSS presented to be easily understood (will depend on audience) </li></ul></ul><ul><li>Other’s Content </li></ul><ul><ul><li>Determine if you want to have other news feeds available on your site or to subscribe to </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  14. 14. Marketer’s Role (cont’d) <ul><li>Syndicate your content – allow others to use it </li></ul><ul><ul><li>Display XML tag </li></ul></ul><ul><li>Register your content with RSS Aggregators (search engines will then find you easier) </li></ul>
  15. 15. Suppliers <ul><li>Reader Side Software </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  16. 16. How to Create an RSS Feed For Your Content <ul><li>Write your own XML code </li></ul><ul><li>Use software $ </li></ul><ul><li>If it’s for your blog, many blog sites (wordpress) have it as a function </li></ul><ul><li>Suppliers </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  17. 17. How to Measure RSS <ul><li># Subscribers </li></ul><ul><li>Which RSS icon is providing most results (tag each link) </li></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Subscription length </li></ul></ul><ul><li>Measure against other subscriptions (e.g. emails, twitter) </li></ul><ul><li>Google Analytics free took kit </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  18. 18. Advantages & Disadvantages of Marketing via RSS <ul><li>Advantages </li></ul><ul><li>Easy to administer </li></ul><ul><li>Content already created from website or blog </li></ul><ul><li>Inexpensive </li></ul><ul><li>Wide reach </li></ul><ul><li>Increases traffic to website </li></ul><ul><li>Increases search engine rankings </li></ul><ul><li>Emails can go to spam </li></ul><ul><li>Disadvantages </li></ul><ul><li>Followers can become passive </li></ul><ul><li>Followers may not visit their designated reader </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
  19. 19. References and Additional Reading <ul><li>Comm, Joel (2009). RSS power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc. </li></ul><ul><li>Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books </li></ul><ul><li>Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc </li></ul><ul><li>http://online.wsj.com/public/page/rss_news_and_feeds.html?mod=djmr_rsspodcast </li></ul><ul><li>http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm </li></ul><ul><li>http://www.rssgov.com/rssworkshop.html </li></ul><ul><li>http://blog.webdistortion.com/2009/05/31/must-measure-analytics-for-bloggers-part-1-rss/ </li></ul><ul><li>http://www.google.com/support/feedburner/bin/answer.py?answer=79408 </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com