Weblogs, Podcasting & RSS Leveraging New Technologies to Market Your Firm Rick Klau FeedBurner, Inc.
Overview <ul><li>Weblog – a definition </li></ul><ul><li>Weblogs in marketing </li></ul><ul><ul><li>Component of overall w...
When Technology Works… “ Any sufficiently advanced technology is indistinguishable from magic.” Arthur C. Clarke
Gartner Hype Cycle
Weblogs <ul><li>Chronologically ordered web pages </li></ul><ul><ul><li>Frequently updated content </li></ul></ul><ul><ul>...
So What?
Why Weblogs Matter <ul><li>Google is addicted to them </li></ul><ul><ul><li>Fresh content </li></ul></ul><ul><ul><li>Inbou...
What happens when you blog…
© 2005 FeedBurner. All rights reserved..
Links: Google’s “Currency” Site Inbound links dwt.com (Davis Wright Tremaine) 0 hollandhart.com (Holland & Hart) 1 preston...
Weblog issues <ul><li>What have you done for me lately? </li></ul><ul><ul><li>Lack of current content will kill a blog, se...
XML/RSS – Why it Matters <ul><li>Large number of consumer publications and news sources already offer content via RSS </li...
How to Create a Feed <ul><li>Most weblog applications include RSS/Feed support out of the box </li></ul><ul><li>Check out ...
What can you do with RSS? <ul><li>Develop a reliable content delivery mechanism to clients, prospects, journalists </li></...
<ul><li>Technorati.com monitors 1,200,000 posts a day </li></ul><ul><ul><li>It’s indexing conversations  in real time  – t...
Monitor your firm
 
Podcasting <ul><li>Just  RSS + audio </li></ul><ul><li>Automated delivery of audio content </li></ul><ul><li>Opportunities...
Search Engine Optimization <ul><li>Use “friendly” URLs </li></ul><ul><ul><li>www.visalaw.com/about/immigration-practice  i...
Take-aways <ul><li>Technology is cheap </li></ul><ul><ul><li>Weblogs: Free </li></ul></ul><ul><ul><li>RSS feeds to produce...
Thank you! Rick Klau VP, Publisher Services FeedBurner, Inc. E-mail:  [email_address] Blog:  http://www.rklau.com/tins/ Ph...
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Weblogs, Podcasting & RSS

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This is part of a presentation I gave on 3/22/07 at TechShow, the American Bar Association's annual technology conference for lawyers. Along with Greg Siskind (www.visalaw.com), I talked about how to market your firm on the Internet and focused specifically on weblogs, podcasts and RSS.

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Weblogs, Podcasting & RSS

  1. 1. Weblogs, Podcasting & RSS Leveraging New Technologies to Market Your Firm Rick Klau FeedBurner, Inc.
  2. 2. Overview <ul><li>Weblog – a definition </li></ul><ul><li>Weblogs in marketing </li></ul><ul><ul><li>Component of overall web strategy </li></ul></ul><ul><ul><li>PR advantages </li></ul></ul><ul><ul><li>Client/prospect profiling </li></ul></ul><ul><li>What You Need to Know About </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul>© 2006 FeedBurner. All rights reserved..
  3. 3. When Technology Works… “ Any sufficiently advanced technology is indistinguishable from magic.” Arthur C. Clarke
  4. 4. Gartner Hype Cycle
  5. 5. Weblogs <ul><li>Chronologically ordered web pages </li></ul><ul><ul><li>Frequently updated content </li></ul></ul><ul><ul><li>Managed by a weblog application </li></ul></ul><ul><ul><li>Individual posts have unique URLs, which encourage inbound links </li></ul></ul><ul><li>Legal weblogs (aka “blawgs”) are growing each month </li></ul><ul><li>Why should a firm care? </li></ul>
  6. 6. So What?
  7. 7. Why Weblogs Matter <ul><li>Google is addicted to them </li></ul><ul><ul><li>Fresh content </li></ul></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><ul><li>Links are “votes” in favor of a page’s relevance </li></ul></ul></ul><ul><li>They establish a voice </li></ul><ul><ul><li>Corporate websites are stale and often uninteresting </li></ul></ul><ul><ul><li>Readers develop a relationship with weblog authors </li></ul></ul><ul><li>The press reads weblogs! </li></ul>
  8. 8. What happens when you blog…
  9. 9. © 2005 FeedBurner. All rights reserved..
  10. 10. Links: Google’s “Currency” Site Inbound links dwt.com (Davis Wright Tremaine) 0 hollandhart.com (Holland & Hart) 1 prestongates.com (Preston Gates) 2 hollandhart.typepad.com/healthcare/ (Holland & Hart) 87 sheppardmullin.com (Sheppard Mullin) 280 telecomlawblog.com (Davis Wright Tremaine) 1,172 antitrustlawblog.com (Sheppard Mullin) 1,200 visalaw.com (Siskind Susser Haas & Devine) 1,420 ediscoverylaw.com (Preston Gates) 1,810 reedsmith.com (Reed Smith) 2,460 rklau.com (Rick Klau’s personal blog) 4,510 bgbg.blogspot.com (former Reed Smith attorney) 10,600
  11. 11. Weblog issues <ul><li>What have you done for me lately? </li></ul><ul><ul><li>Lack of current content will kill a blog, send the wrong message to readers </li></ul></ul><ul><li>Conversations are best when they are dialog </li></ul><ul><ul><li>Reactions to comments, posts will dramatically increase your blog’s success </li></ul></ul><ul><li>Time commitments </li></ul><ul><ul><li>If you can send an e-mail, then you can post to your blog </li></ul></ul><ul><li>Fear of exposure </li></ul><ul><ul><li>Blogs are public, Google makes sure they’re persistent </li></ul></ul>
  12. 12. XML/RSS – Why it Matters <ul><li>Large number of consumer publications and news sources already offer content via RSS </li></ul><ul><li>RSS traffic growing 30% per month </li></ul><ul><li>RSS is as significant to content publication as HTML was in 1995 </li></ul><ul><li>Microsoft built RSS suport into Vista </li></ul><ul><li>IE7 shipped in Q4 2006 with RSS support built in </li></ul>
  13. 13. How to Create a Feed <ul><li>Most weblog applications include RSS/Feed support out of the box </li></ul><ul><li>Check out these applications: </li></ul><ul><ul><li>FeedforAll ( www.feedforall.com ) ($30) </li></ul></ul><ul><ul><li>ListGarden ( www.softwaregarden.com/products/listgarden/ ) (free) </li></ul></ul><ul><li>Once you have a Feed, use FeedBurner to: </li></ul><ul><ul><li>Monitor feed consumption (# of Subscribers) </li></ul></ul><ul><ul><li>Add services (subscribe by e-mail, automatic podcast creation, etc.) </li></ul></ul>
  14. 14. What can you do with RSS? <ul><li>Develop a reliable content delivery mechanism to clients, prospects, journalists </li></ul><ul><li>Syndicate your content to other sites </li></ul><ul><li>Generate traffic (and links!) to your site </li></ul><ul><li>Cross promote your content across a family of sites </li></ul><ul><li>Monitor timely information </li></ul><ul><li>As of last year, only 7% of AmLaw 100 use RSS at all </li></ul>
  15. 15. <ul><li>Technorati.com monitors 1,200,000 posts a day </li></ul><ul><ul><li>It’s indexing conversations in real time – telling you what people and sites are talking about now </li></ul></ul><ul><ul><li>More than 55m blogs indexed, growing 100k per day </li></ul></ul><ul><li>You can set up searches to monitor mentions: </li></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Industries </li></ul></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><li>Subscribe to these feeds, get notified instantly when relevant posts appear </li></ul>RSS as market intelligence
  16. 16. Monitor your firm
  17. 18. Podcasting <ul><li>Just RSS + audio </li></ul><ul><li>Automated delivery of audio content </li></ul><ul><li>Opportunities for law firms </li></ul><ul><ul><li>CLE </li></ul></ul><ul><ul><li>Equivalent of a “radio” commentary </li></ul></ul><ul><ul><li>Show off your expertise! </li></ul></ul>
  18. 19. Search Engine Optimization <ul><li>Use “friendly” URLs </li></ul><ul><ul><li>www.visalaw.com/about/immigration-practice is much better than www.visalaw.com/get=article?id=123456 </li></ul></ul><ul><ul><li>Hyphens are far better than underscores </li></ul></ul><ul><li>Use a Google Sitemap to keep Google in the loop about how much content is on your site </li></ul><ul><li>Publish an RSS feed </li></ul><ul><li>Ping centralized servers when you update your content </li></ul><ul><li>GET LINKS </li></ul>
  19. 20. Take-aways <ul><li>Technology is cheap </li></ul><ul><ul><li>Weblogs: Free </li></ul></ul><ul><ul><li>RSS feeds to produce and consume: Free </li></ul></ul><ul><ul><li>Podcasts: Free to listen, almost free to produce </li></ul></ul><ul><li>You can leap-frog the big guys </li></ul><ul><li>Your clients are already using these tools, and will expect you to </li></ul><ul><li>Using these tools will make you more findable than your competition </li></ul>
  20. 21. Thank you! Rick Klau VP, Publisher Services FeedBurner, Inc. E-mail: [email_address] Blog: http://www.rklau.com/tins/ Phone: +1-312-756-0022 x2012 Skype/AIM/Y! Messenger: RickKlau

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