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Alternative Marketing: What Happened When Etailers Dove Into Blogs, Podcasting, and RSS

Alternative Marketing: What Happened When Etailers Dove Into Blogs, Podcasting, and RSS. First, a 15-minute Primer on Blogs, RSS, & Podcasting. Stephan Spencer, Founder & President Netconcepts. Blogs. Online journal, organized in reverse chronological order

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Alternative Marketing: What Happened When Etailers Dove Into Blogs, Podcasting, and RSS

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  1. Alternative Marketing: What Happened When Etailers Dove Into Blogs, Podcasting, and RSS

  2. First, a 15-minute Primer on Blogs, RSS, & Podcasting Stephan Spencer, Founder & President Netconcepts

  3. Blogs • Online journal, organized in reverse chronological order • 439 million Google search results for “blog” • 3 types: news blog, writers blog, “our blog” • The community of bloggers = blogosphere • Blogosphere is rich with interlinkages • Bloggers always cite (and link to) their sources in their posts • Links also appear in “blogrolls”, “trackbacks”, comments, RSS

  4. RSS • Better than the Inbox • Unspammable content delivery channel to individuals • Viable replacement for enewsletters • Web-wide Syndication • Propagate deep links that drive traffic and “search engine juice” • “You should be fired if you do a marketing site without an RSS feed.” - Robert Scoble, Microsoft

  5. Slashdot headlines syndicated on Nanodot.org

  6. The top result was thanks to syndication via RSS

  7. How subscribers follow RSS • Web-based aggregator • Bloglines (now owned by Ask Jeeves), My Yahoo!, MyMSN, MyFeedster, etc. • Installed application • NewsGator (Outlook plug-in), Sage (Firefox plug-in), Pluck (IE plug-in), FeedReader, etc.

  8. RSS • Help subscribers keep their finger on the pulse of your business/industry • Compel webmasters to post your content • News alerts, latest specials, clearance items, upcoming events, new arrivals, new articles, new tools & resources, search results, a book’s revision history, top 10 best sellers, project management activities, forum/listserv posts, recently added downloads, … • For blogs: latest posts, latest posts by category, latest comments per post, …

  9. Subscribe to search results on MSN Search

  10. Subscribe to search results on Yahoo! News

  11. Subscribe to deals with online retailers

  12. Subscribe to articles

  13. Subscribe to podcasts

  14. Subscribe to a feed personalizedto you

  15. Podcasts • “Time shifted Internet radio” • Mainly for downloading MP3 audio clips, but video can be podcasted as well • Podcast-capable RSS reader automatically downloads audio/video clips and syncs them to your MP3 player

  16. Moblogging • Sign up for a free Flickr.com account • Email photos from your cameraphone to your blog • Subject line becomes the title; message body becomes the body of the blog post

  17. Positive Buzz for Voltaic • Solar-powered backpack from small start-up • Blogging friend Treehugger blogged about it • Then got picked up by CoolHunting • Then got picked up by Gizmodo • A flurry of orders ensued.

  18. Negative Buzz for Kryptonite

  19. Search Engine Optimizing Blogs/RSS • Rankings can be manipulated • “Implied endorsement” • Combination of on-page and off-page factors • On-page • Body copy, title tags, headings, etc. • Off-page • Links act like votes. Votes weighted. Favors A-list bloggers. • Link text very important (“Google bombing”)

  20. Email blogging@netconcepts.com for this 39-page transcript plus the accompanying audio recording

  21. What Happened When eHobbies Dove Into Blogs Seth Greenberg CEO, eHobbies

  22. 6/14/05 Added blog to sitewide header and homepage hyperlink

  23. Indexed within 1 day

  24. eHobbies Blog Key Stats % of site traffic: Before 5/19/2005 0% Blog launched 5/19/2005 2.5% Moved to header 6/14/2005 5% Blog Coupon Usage 8/10-8/31 5% of daily orders Blog Conversion Rate is 2x greater than site conversion

  25. The Good The Bad The Ugly • Too many3rd Parties involved • Organic Search • “Diary” rather than Dialog • Personality • Competes with Message Boards • Received Great Press Coverage • Personality • Gets Our Point Across(new products, content) • Demands Attention and to be nurtured • Effective for our audience • Instantly Publish Reports

  26. ICE.com The 10 Commandments of Corporate Blogs By Pinny Gniwisch EVP Marketing/founder

  27. 1. Editorial

  28. 2. PR

  29. 3. Current Trends

  30. 4. Promotions

  31. 5. Customer Feedback 4 Comments Customer interaction on a new level

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