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RSS Industry & Opportunities: An Overview for the “Beyond Blogs” Conference

RSS Industry & Opportunities: An Overview for the “Beyond Blogs” Conference. Brought to you by. Steve Semelsberger Sr. Director, Business Development semels@pluck.com. Pluck Introduction. Launched in 2003 Consumer Web 2.0 services (RSS Readers, FeedFinder, Shadows, Easyjournal, etc.)

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RSS Industry & Opportunities: An Overview for the “Beyond Blogs” Conference

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  1. RSS Industry & Opportunities:An Overview for the “Beyond Blogs” Conference Brought to you by Steve Semelsberger Sr. Director, Business Development semels@pluck.com

  2. Pluck Introduction • Launched in 2003 • Consumer Web 2.0 services (RSS Readers, FeedFinder, Shadows, Easyjournal, etc.) • Empower publishers to embrace and monetize open content models • Suites of products & services for online publishers • Content syndication, aggregation and generation • Editorial controls, community management, and site integration • Founded & run by seasoned industry executives • ex-Spyglass, iChat, Question.com, Motive, Netscape, MTV, Excite, Ask Jeeves • Funded by Austin Ventures and Mayfield Ventures ($10M) • Numerous awards, more than 50 partners, including:

  3. RSS is Early but Shows Breakout Potential 12% of US Internet users are aware of RSS, 4% have knowingly used. 27% of users consume RSS via portal start pages without realizing it. - Ipsos 10/05 Browsers- built-in RSS reading Portals- find & subscribe to RSS feeds Integrated into OS; also part of Office 12

  4. RSS Aggregator Example (IE Plug-In)

  5. Convenience is Driving RSS Usage

  6. Market Overview & Adoption Timing Content Sources Specialty Marketers ecommerce Marketers Mainstream Marketers Bloggers Publishers Content Consumers Digerati Information Junkies Tech-savvy Youth Early Tech Adopters Enterprise IT Mainstream Online Consumers Enterprise Users Specialty Markets Technology Laggards RSS ADOPTION CURVE We are here… TIME

  7. Cat Chat Press Room Product Info Shop Amex Product Support Product Recalls Tech. Calendar iTunes Lists Rental Queue Early Adopter RSS Marketing Sampler

  8. Expanding Use of RSS-based Delivery RSS is growing up fast; along with complexity for content creators

  9. To Aggregate or Solely be Aggregated?

  10. Editorial Filtering & Mashing Options

  11. Integrated Blogging Community User Submissions (reviews & photos) User Profiles (activities on site) Comments & Ratings User Generated Content Continuum High User Participation Requirements Low High Engagement & Editorial Value

  12. Comments & Ratings

  13. User Submissions

  14. Dynamic User Profiles

  15. Community Blogging

  16. Professional Scribe Observer Aficionado Journaler/Diarist Community Publishing Segments EXPERTISE Authority figure writing on their area of expertise Examples: Golf pro, elected official, High School Principal Individual chronicling a broadly-relevant topic, complementary to existing news content Examples: Entertainment writer, bar/dining scenester, local sports fanatic TOPIC FOCUS Interested individual chronicling a hyper-local group or topic Examples: Booster club mom, volunteer coordinator, local musician, military spouse Interested individual portending opinion and commentary on a topic of local, national or international relevance Examples: Political junkies, activists, concerned parent Individual chronicling everyday life Examples: Students, Parents

  17. Content Relevancy Patterns by Segments CONTENT RELEVANCE Events, controversy, major stories Publisher Professionals, Aficionados Journalers, Observers, Scribes TIME

  18. Community Management Search, Review Community Blog Entry Review

  19. Case Study • 300K registered users, ~1M Uvs/mo. • Community blogging went live in Sept. • Initially launched around major events - music festival and sports • Two sites - Statesman.com & Austin360.com • Four tiers of bloggers: staff, official, featured and community • One month later: hundreds of bloggers, creating 1000s of new pages, increasing time on site, enhancing editorial • Business case based on: • Increased registrations • New ad/sponsorship inventory • Increased page views • Next: my.statesman.com • Open news personalization/aggregation service based on RSS • Launching late Q4/early Q1

  20. User Generated Content Summary Easy-to-Use Publishing Environment RSS/XML Content Models Intelligent Content Integration Powerful Community Management

  21. RSS Powers the “New News” Experience Traditional Online News Online News 2.0 Full Editorial Control of Aggregated Headlines Traditional Story-Based CMS Select/Render External Sources Select/Render Internal Sources Personalized News from Publisher and External Sources Paper Adapted to Web News Personalization Source Discovery Content from Sister and Partner Properties “Islands” of Content Internal Syndication External Syndication Community and User Content Limited Reader Participation Integrated Blogging Feedback and Contributions Citizen Journalism Blogs in a Separate World Integrated Blog Streams Niche/Specialty Content

  22. Thank You Brought to you by

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