Epublishing Innovation Forum 2009


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How can publishers use RSS & widgets to drive traffic?

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  • http://code.google.com/apis/gadgets/http://www.google.com/apps/http://code.google.com/appengine/
  • Partner search engines referred 23% of trafficWidget placement referred 5% of traffic
  • Epublishing Innovation Forum 2009

    1. 1. Whenever, Wherever Can RSS & Widgets drive traffic to your website? @jc1000000 #epubs09
    2. 2. RSS <ul><li>Really Simple Syndication </li></ul><ul><ul><li>Most popular social networks are heavily based on feeds and controlling them </li></ul></ul><ul><li>Users subscribe via Feed Readers </li></ul><ul><ul><li>Google Reader, Netvibes, Bloglines & Newsgator, iGoogle </li></ul></ul><ul><li>Feeds are preferred for heavy news consumers </li></ul><ul><ul><li>Scan many articles at once </li></ul></ul><ul><ul><li>Alerts user of new content </li></ul></ul><ul><li>Feed subscribers is often a measure of a blogs fanbase </li></ul><ul><li>Feeds are usually supplied in as Full with Ads or Partial with no Ads </li></ul><ul><ul><li>You can monetise feeds with AdSense & Mediafed </li></ul></ul><ul><ul><li>Excellent article here: </li></ul></ul><ul><ul><ul><li>http://www.doshdosh.com/monetize-rss-feed-advertising/ </li></ul></ul></ul>
    3. 3. Partial or full feeds
    4. 4. Widgets Vs Apps <ul><li>Get ‘bite-size’ or ‘lite’ branded content updates </li></ul><ul><li>Share content on social networks & personalised platforms </li></ul><ul><li>Designed with distribution and viral in mind </li></ul><ul><li>Intended to be ‘stolen’ </li></ul><ul><ul><li>User agnostic </li></ul></ul><ul><li>Powered by RSS </li></ul><ul><li>Plug into device firmware and web site code base </li></ul><ul><li>Designed for specific platforms & devices </li></ul><ul><ul><li>Android / iPhone </li></ul></ul><ul><ul><li>Facebook / twitter </li></ul></ul><ul><ul><li>Desktop / Adobe Air </li></ul></ul><ul><li>Heavily linked to user </li></ul><ul><li>Powered by APIs </li></ul>
    5. 5. One feed to bind them all. ‘ News alerts’ for desktop & mobile users Original publishing platform Keep your peer group updated Make your site mobile now <ul><ul><li>Being able to view the content you love, whenever you want, wherever you are, however you want is inherently sexy. </li></ul></ul>
    6. 6. Widgets are everywhere…
    7. 7. Widgets platforms & supporting networks
    8. 8. Can Widgets and RSS Drive Traffic to your Website? <ul><li>Short answer is YES </li></ul><ul><ul><li>Best investment you can make in your CMS is to maximise ability to create feeds whenever / wherever </li></ul></ul><ul><li>Content Syndication concept has expanded to include off portal channels </li></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Facebook apps </li></ul></ul><ul><ul><li>Itunes </li></ul></ul><ul><ul><li>Chumby, Joggler </li></ul></ul><ul><ul><li>iPhone </li></ul></ul><ul><ul><li>Even ad networks… </li></ul></ul><ul><ul><li>Skittles.com’s new home page is an excellent example of embracing off portal activity </li></ul></ul>
    9. 9. Content syndication as audience development <ul><li>Putting your videos on YouTube </li></ul><ul><ul><li>Give content away?!? </li></ul></ul><ul><li>Unpredictable results </li></ul>Direct traffic to our video pages Traffic to site from YouTube
    10. 10. Anatomy of web traffic Blogs & Aggregators Social Networks Search Network Your website
    11. 11. Increase SERP real estate <ul><li>Using widgets for natural search: </li></ul><ul><li>Linkable elements </li></ul><ul><ul><li>Frame </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><li>Webmaster tools </li></ul><ul><ul><li>Widget titles </li></ul></ul><ul><ul><li>Keyword feeds </li></ul></ul><ul><ul><li>Continuous update </li></ul></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Iframe Vs Javascript </li></ul></ul>
    12. 12. Better value clicks 4.44 4% widget conversion rate % of total referrers Traffic Source 2.7 100 Google 3.2 0.04 Twitter 8.3 0.03 Facebook % PV per user % Google visits Social media
    13. 13. Reverse Widgets / Share buttons <ul><li>Tweetmeme / Tweet this / Tip@techmeme </li></ul><ul><li>Digg button </li></ul><ul><li>Youtube players </li></ul><ul><li>FlickR Photostreams </li></ul><ul><li>Slideshare shows </li></ul><ul><li>Add to delicious </li></ul><ul><ul><li>Reverse widgets are all about *BLING* </li></ul></ul>
    14. 14. Well dugg submissions push stories to top of results
    15. 15. <ul><li>Thanks for listening! </li></ul><ul><li>Jonathan Allen </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/jc1000000 </li></ul><ul><li>Linkedin.com/in/jc1000000 </li></ul><ul><li>Slideshare.com/jc1000000 </li></ul>