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Turbocharge Your Marketing

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

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  1. Turbocharge Your Marketing …with the Next Generation of Online Publishing Tools

  2. Overview & Content Searching With RSS Rob Felber

  3. You’ve Seen Them… Orange or blue chiclets Rectangular “Add” buttons

  4. Acronyms Galore • RSS stands for “Really Simple Syndication” or “Rich Site Summary” • XML stands for “Extensible Markup Language” …but these definitions are not important

  5. 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

  6. 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

  7. Look for the orange “chiclets”

  8. Raw RSS feeds are ugly & meant to be read through newsreaders or RSS-aware software 7

  9. RSS readers are convenient, letting you read many websites from one place at one time

  10. …all it takes is one click to jump to see this site’s updated content

  11. …or jump to read this site’s content

  12. 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)

  13. …get competitive intelligence via automated searches for press releases or SEC filings

  14. …follow important industry developments through specialized searches

  15. Content Publishers’ Use of RSS Anita Campbell

  16. 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

  17. How are Website publishers using RSS today? …not just for blogs anymore

  18. New York Times offers RSS feeds for movie reviews, book reviews, obituaries, dining – you name it

  19. U.S. Small Business Administration Office of Advocacy offers RSS feed for press releases

  20. Ford’s RSS feeds offer information about product lines

  21. FreshPatents.com offers RSS feeds of U.S. Patent applications

  22. Merck’s RSS feeds are for financial results, R&D and product news, and corporate information

  23. IBM and small businesses enclose audio files in their RSS feeds for download as podcasts

  24. Monster.com lets you create RSS feeds of your job searches

  25. Small businesses are using RSS for public relations and marketing

  26. 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

  27. 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”

  28. For More… • Start reading RSS feeds and using feedreaders • For more, contact Rob or Anita • Visit: • www.rssnofear.com

  29. Cleveland.com & Plain Dealer Perspective on RSS Denise Polverine

  30. Cleveland.com offers RSS feeds

  31. The Plain Dealer's Tech Reporter, Henry Gomez, talks tech

  32. Cleveland.com’s Tech section

  33. Plain Dealer’s Breaking News blog

  34. Cleveland.com’s News Page

  35. PR Newswire’s take on RSS October 11, 2005 Dee Rambeau

  36. 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

  37. 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

  38. 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

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