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Turbocharge Your Marketing. …with the Next Generation of Online Publishing Tools. Overview & Content Searching With RSS. Rob Felber. You’ve Seen Them…. Orange or blue chiclets. Rectangular “Add” buttons. Acronyms Galore. RSS stands for “Really Simple Syndication” or “Rich Site Summary”
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Turbocharge Your Marketing …with the Next Generation of Online Publishing Tools
Overview & Content Searching With RSS Rob Felber
You’ve Seen Them… Orange or blue chiclets Rectangular “Add” buttons
Acronyms Galore • RSS stands for “Really Simple Syndication” or “Rich Site Summary” • XML stands for “Extensible Markup Language” …but these definitions are not important
What is RSS? • For website publishers, RSS is a method of distributing content over the Web and a powerful marketing tool • For website searchers, RSS offers convenience and speed, and relief from cluttered email inboxes
RSS for Website Searchers • Conduct market research via keyword searches • Competitive intelligence -- Find out what is being said about your company or your clients • Cut down on inbound email clutter • Save time & organize large volumes of content
Raw RSS feeds are ugly & meant to be read through newsreaders or RSS-aware software 7
RSS readers are convenient, letting you read many websites from one place at one time
…all it takes is one click to jump to see this site’s updated content
5 Recommended RSS Readers • Bloglines (www.bloglines.com) • Feedster (www.feedster.com) • Newsgator (www.newsgator.com) • My Yahoo! (http://my.yahoo.com) • NetNewsWire for MAC (http://ranchero.com/netnewswire)
…get competitive intelligence via automated searches for press releases or SEC filings
…follow important industry developments through specialized searches
Content Publishers’ Use of RSS Anita Campbell
RSS for Content Publishers • Distribute your messages more widely – beyond the confines of a web page • Outstanding marketing opportunity to expand reach • Give customers “choice” • Be on board when RSS becomes the “standard” for accessing content
How are Website publishers using RSS today? …not just for blogs anymore
New York Times offers RSS feeds for movie reviews, book reviews, obituaries, dining – you name it
U.S. Small Business Administration Office of Advocacy offers RSS feed for press releases
FreshPatents.com offers RSS feeds of U.S. Patent applications
Merck’s RSS feeds are for financial results, R&D and product news, and corporate information
IBM and small businesses enclose audio files in their RSS feeds for download as podcasts
Small businesses are using RSS for public relations and marketing
7 Ways Content Publishers Use RSS • Press releases • Newsletters and articles • Product updates • Search strings • Headlines or content on 3rd party sites • Site bookmark • Better SEO
Why Get on RSS Bandwagon? • Microsoft incorporating RSS capability into latest operating system and desktop applications • Soon to be the standard • Search engines, including Google, now indexing RSS feeds • Better “search-ability”
For More… • Start reading RSS feeds and using feedreaders • For more, contact Rob or Anita • Visit: • www.rssnofear.com
Cleveland.com & Plain Dealer Perspective on RSS Denise Polverine
PR Newswire’s take on RSS October 11, 2005 Dee Rambeau
Servicing the Journalists • newspapers and the news providers serve consumers • PR Newswire serves the journalists • 1,000 RSS feeds of company news from www.prnewswire.com • RSS Feeds from hundreds of corporate clients’ online mediarooms • Journalist gets news direct from source
Just a few of PRN’s clients offering RSS Feeds from their mediarooms • http://press.expedia.com • http://officemax.mediaroom.com • http://dana.mediaroom.com • http://cingular.mediaroom.com • http://homedepot.mediaroom.com • http://epson.mediaroom.com • http://celestialseasonings.mediaroom.com
2005 Media Advisory Council: facts and findings • Targeted interviews with reporters and editors from over 100 national media outlets • Although all complained about email spam and work load, only 5% were using RSS • 80% said they would subscribe or “sign up” for news if offered the chance • 90% looked to the wires for story ideas