Making Money with RSS


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Learn how to use RSS to engage with your customer and pull them directly into your world. Find out how to create new revenue opportunities by enabling your customers to purchase directly from your site's RSS feeds.

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Making Money with RSS

  1. 1. Walter vonKoch Program Manager / Internet Explorer Team Microsoft Corporation
  2. 2. XML vocabulary describing a series of items Several common feed formats (RSS 2.0, Atom, RSS 1.0, RSS 0.9x, …) Sliding window of latest items Reverse chronological order
  3. 3. Discovery View Subscribe
  4. 4. Discovery of feeds on web pages <html> <head> … <link rel=quot;alternatequot; type=quot;application/rss+xmlquot; title=“Technology Feedquot; href=quot;Technology.xmlquot;/> … </head> <body> …
  5. 5. To connect with customers Opportunity to use informal tone quot;What's Newquot; newsletter, not as email spam Content may be different then what's on the web page Things change Let users subscribe so they can monitor change Offline connection with users
  6. 6. Feeds that are Lists
  7. 7. List semantic Order matters and is preserved Complete set of items Concept: Next week’s #1 replaces today’s #1 and should no longer be in the list <channel> <cf:treatAs>list</cf:treatAs> …
  8. 8. Reverse chronological ordering is not always best Show viewer items Let users quot;playquot; with the items
  9. 9. Feeds that are Lists
  10. 10. <channel> <cf:listinfo> <cf:sort ns=“…quot; label=quot;Buy It Now pricequot; element=quot;BuyItNowPricequot; data-type=quot;numberquot; default=quot;no“/> <cf:sort ns=“…quot; label=quot;Current auction pricequot; element=quot;CurrentPricequot; data-type=quot;numberquot; default=quot;no“/> <cf:sort ns=“…quot; label=quot;Listing end timequot; element=quot;EndTimequot; data- type=quot;datequot; default=quot;no“/> <cf:sort ns=“…quot; label=quot;Number of bidsquot; element=quot;BidCountquot; data- type=quot;numberquot; default=quot;no“/> <cf:group ns=“…quot; label=quot;listing formatquot; element=quot;AuctionType“/> <cf:group ns=“…quot; label=quot;optionquot; element=quot;ItemCharacteristic“/> <cf:group ns=“…quot; label=quot;listing categoryquot; element=quot;Category“/> </cf:listinfo>
  11. 11. Where is the money?
  12. 12. Advertizing within feeds Driving clicks back to the site Interactive Feeds Links to other products Purchase-Now on items Full vs partical content discussion: Secondary traffic effects Influencers use feeds Digg, StumbleUpon, … Brings non-RSS users back to the site
  13. 13. No one answer for every business RSS won't make your content or product better But it can increase its exposure Feeds are just another tool in your online toolbox Try common ideas Try your own novel ideas Try, measure, iterate - to find what works best
  14. 14. When publishing feeds remember: <guid> prevents duplicate items <pubDate> to have predictable sorting <title> lets users scan for what to read Emit well-formed XML including content Choose the feed format that you want; but choose only one Consider Partial vs Full content in feed A List should be treatedAs a list Sort and Filter controls
  15. 15. What else?
  16. 16. Enclosures Item extensions RSS can a good tool to bring collection of items to the client Feed/content specific client apps Beyond the Generic Feed Readers Highly interactive Feeds can bring the web and clients together today
  17. 17. RSS is really simple, but would you want to build yet another RSS fetcher? Consider the Windows RSS Platform It does more then parse really simple xml Scheduling Background download Sanitization Storage …
  18. 18. … Browsers Photos Widgets API RSS Object Model Common Store Items Enclosures Feedlist RSS 0.9x Download Merge Service RSS 1.0 Processor Engine RSS 2.0 Atom … News Blogs Photos Audio Calendars Lists
  19. 19. COM API FeedsManager - Automation (IFeed…) - Early-bound (IXFeed…) FeedFolder - Not safe-for-scripting! - Design based on .NET Framework Design Guidelines Feed - Use type library importer (TLBIMP) to create managed wrappers FeedItem FolderEvents FeedEnclosure FeedEvents
  20. 20. Scheduled Background Download Conditional GET & Delta encoding gzip compression Throttled Requests “Salted” Scheduling Progressive back-off <ttl> aware Enclosure Download Using BITS (HTTP RANGE requests)
  21. 21. Share lessons from email and web-browsers Don’t trust the source Don’t trust the content Don’t trust the enclosures Make downloaded locations hard to guess Defense in depth RSS-specific Explicit subscription list Err on the side of strict Validate and Sanitize feed content No executable enclosures
  22. 22. Make sure your feeds make sense in generic readers RSS isn't always the right technology (e.g. real-time streaming stock quotes) Innovate
  23. 23. RSS Team blog: Windows RSS Platform documentation: Fill out evaluation
  24. 24. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.