Syndicating Your Thoughts To Create Influence


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Presentation by Jeffrey Stewart at Social Media Bootcamp 2009

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Syndicating Your Thoughts To Create Influence

  1. 1. RSS Syndicating Your Thoughts Create Influenc
  2. 2. Jeffrey Stewart ff Partner, CTO A Social Media Evolution Phone: 815.262.7252 > Wh t’ What’s N t? Next? Fax: 815.962.2189 It’s about Integration, Conversations and Influence and Influence LinkedIn com/in/jeffreyastewart
  3. 3. Today s menu Today’s menu • RSS  RSS – WTF? • Tools of the Trade • Sharing Yourself Sh i lf • You are a Brand of 1 • Plug into the Pulse
  4. 4. "Technology will never replace people. People who use technology will replace people who don't."
  5. 5. RSS - WTF?
  6. 6. What is RSS? What is RSS? An RSS (Really Simple Syndication) document (which is  called a "feed", "web feed",[3] or "channel") includes full  or summarized text, plus metadata such as publishing  or summarized text plus metadata such as publishing dates and authorship. Web feeds benefit publishers by  letting them syndicate content automatically. A  ett g t e sy d cate co te t auto at ca y standardized XML file format allows the information to  be published once and viewed by many different  programs.
  7. 7. What is XML? What is XML? XML (eXtensible Markup Language) is a general‐ purpose specification for creating custom markup  languages [1] It is classified as an extensible language languages. It is classified as an extensible language,  because it allows the user to define the mark‐up  e e e ts elements. XML's purpose is to aid information systems  s pu pose s to a d o at o syste s in sharing structured data, especially via the Internet, [2] to encode documents, and to serialize data; in the last  context, it compares with text‐based serialization  languages
  8. 8. So its S it computer code… t d Can I see some?
  9. 9. Tools of the Trade Tools of the Trade • RSS Generators RSS Generators • RSS Readers RSS Readers • RSS Feeds • Bookmark Sharing 
  10. 10. Readers
  11. 11. Sharing
  12. 12. RSS
  13. 13. RSS
  14. 14. RSS
  15. 15. Now What? Post and Pray?
  16. 16. Or learn some new rules?
  17. 17. Changing the Way You  Think About the Rules…
  18. 18. The more things  change… The more  they stay the same. Some rules are  universal.  How you influence and  how you are  influenced are some of  influenced are some of them So what is different? So what is different?
  19. 19. Everything is Miscellaneous Everything is Miscellaneous The Power of  the New Digital  Disorder Di d @dweinberger
  20. 20. The Long Tail The Long Tail @chr1sa
  21. 21. The Numerati The Numerati "Doritos munchers, bikers for  Obama, MINI Coooper enthusiasts. Once [J.D. Power] has  enthusiasts Once [J D Power] has sorted bloggers into tribes, it can  start digging for correlations  between tribes and products." @stevebaker
  22. 22. Tribes We Need You  to Lead Us You can’t have a  tribe without a  leader  and you  leader – and you can’t be a leader  @ThisIsSethsBlog without a tribe Humans beings  b i can’t help it: we  need to belong
  23. 23. Create Buzz and Influence your Tribe(s) With structured content and RSS •Pollination Bookmarks Cross‐Links •Search Engines Meta Data Meta‐Data Keywords •Social Search Bookmarks Refer a Friend •Semantic Search Structures Microfomats
  24. 24. Re Meme ber Re‐Meme‐ber Me? A meme (pronounced /ˈmiːm/, rhyming with  "cream"[1]), is a postulated unit or element of cultural ideas, symbols or practices, and is transmitted from one  mind to another through speech, gestures, rituals, or  other imitable phenomena. other imitable phenomena
  25. 25. People Want Relationships  People Want Relationships p with People…Not Brands
  26. 26. You Are a Brand of 1 You Are a Brand of 1 Brand management is the application of marketing techniques to a specific product, product line, or brand.  It seeks to increase the product s perceived value to the  It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and  brand equity.
  27. 27. Your Posts  Your Brand Your Posts – Your Brand Eight Twitter Personality Types • The Entertainer. • The Self Promoter • The Messenger. • The Twit. • The Tour Guide. • The Needy. • The Navel Gazer. • The Celebrity.
  28. 28. Trading Brand Control for Value Trading Brand Control for Value • "a whole new generation  only knows nothing but this  kind of connected  kind of connected communications with other  people“  • “In the 60’s brands turned In the 60 s brands turned  to typography to control  brand … now they can just  do” • Letting Your  Technorati’s Peter  Hirshberg Audience Co‐Create
  29. 29. Plug into the Pulse Plug into the Pulse
  30. 30. Influence and Change Influence and Change • Initiate or participate conversations online – RSS tools help • Online conversations  – create relationships create relationships • Relationships can result in influence  • Digital natives  g – understand this inherently • Digital nomads  – need to adopt need to adopt…  – to learn a new language • In other words, change
  31. 31. ”If you dislike change,  you're going to dislike  ' i di lik irrelevance even  more.” ” Gen. Eric K. Shinseki,  Gen Eric K Shinseki US Army (Ret.)