RSS (Really Simple Syndication) is a format for delivering regularly changing web content. It allows users to subscribe to frequently updated information from websites. Users can click on an RSS icon on a website to subscribe to that site's feed and receive automatic updates. RSS feeds can be used by businesses to automatically push new content to interested users and keep them engaged without relying solely on email lists. When using RSS for marketing, marketers should make sure their RSS links are prominently displayed and that their feed content is updated regularly in order to attract and retain subscribers.

1. Marketing with RSS Marketing in Social Media Created by Jan Ahrens [email_address]

2. Definition RSS – Really Simple Syndication aka Rich Site Summary RSS is XML code that publishes information to users via a web feed to the web/mobile platforms Created by Jan Ahrens jbahrens2002@yahoo.com Blogs, Audio, Video

3. Terminology Channel – same as “feed” Chicklets – RSS icons Feeds / Web Feed – the information you signed-up for that is regularly sent to your reader Reader / News Reader – the internet-based tool to view the FSS feeds (some client-side readers) Subscribe – signing-up for a feed, which is free XML – the programming code that creates RSS Created by Jan Ahrens jbahrens2002@yahoo.com

4. History 1999 – first version created by guy at Netscape 1999 – 200X – many versions developed, by different people at different companies 2005 – Microsoft’s Mozilla Firefox and others used it and made the RSS icon a standard Created by Jan Ahrens jbahrens2002@yahoo.com

5. User Side Process Example Click on the RSS icon on a website Click again (if additional subfeeds available; not always the case) Select how you want to receive your feed If you choose a reader that you are not subscribed to, you’ll be prompted upon landing there Created by Jan Ahrens jbahrens2002@yahoo.com

6. User Side Process Example Confirm you want that RSS feed (MyYahoo example) Created by Jan Ahrens jbahrens2002@yahoo.com

7. User Side Process Example MyYahoo home page now has the feeds on it when you check Created by Jan Ahrens jbahrens2002@yahoo.com

8. User Side Process Bad Example - gaspedal Click on the RSS icon YES Click again NO Select how you want to receive your feed NO

9. User Side Process Bad Example - gaspedal Land on this page with no direction on what to do next…?!#%*#@

10. RSS Strategies & Uses Businesses Technological tool that pushes your content to interested parties Automates communication of blogs or website content Created by Jan Ahrens jbahrens2002@yahoo.com http://www.rss.com/

11. RSS Tactics Add RSS links on most pages of your website Add RSS link to your online media room Add RSS link at end of articles Add action words next to the RSS icon “subscribe” Created by Jan Ahrens jbahrens2002@yahoo.com Don’t use RSS only, consider audience and other sign-up such as email newsletters Add RSS as part of social media toolbar (WSJ didn’t) Add RSS to your footer (WSJ did)

12. RSS Tactics Ways to present the RSS link Rollover

13. Marketer’s Role Your Content Content for the RSS feed needs to follow best practices for the feed content ( updated, timely content) RSS links easily available on site, blog, etc RSS technology working RSS presented to be easily understood (will depend on audience) Other’s Content Determine if you want to have other news feeds available on your site or to subscribe to Created by Jan Ahrens jbahrens2002@yahoo.com

14. Marketer’s Role (cont’d) Syndicate your content – allow others to use it Display XML tag Register your content with RSS Aggregators (search engines will then find you easier)

15. Suppliers Reader Side Software Created by Jan Ahrens jbahrens2002@yahoo.com

16. How to Create an RSS Feed For Your Content Write your own XML code Use software $ If it’s for your blog, many blog sites (wordpress) have it as a function Suppliers Created by Jan Ahrens jbahrens2002@yahoo.com

17. How to Measure RSS # Subscribers Which RSS icon is providing most results (tag each link) Clicks Subscribers Subscription length Measure against other subscriptions (e.g. emails, twitter) Google Analytics free took kit Created by Jan Ahrens jbahrens2002@yahoo.com

18. Advantages & Disadvantages of Marketing via RSS Advantages Easy to administer Content already created from website or blog Inexpensive Wide reach Increases traffic to website Increases search engine rankings Emails can go to spam Disadvantages Followers can become passive Followers may not visit their designated reader Created by Jan Ahrens jbahrens2002@yahoo.com

19. References and Additional Reading Comm, Joel (2009). RSS power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc. Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc http://online.wsj.com/public/page/rss_news_and_feeds.html?mod=djmr_rsspodcast http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm http://www.rssgov.com/rssworkshop.html http://blog.webdistortion.com/2009/05/31/must-measure-analytics-for-bloggers-part-1-rss/ http://www.google.com/support/feedburner/bin/answer.py?answer=79408 Created by Jan Ahrens jbahrens2002@yahoo.com