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Turbocharge Your Marketing

…with the Next Generation of Online Publishing Tools

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Overview & Content Searching With RSS

Rob Felber

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You’ve Seen Them…

Orange or blue chiclets Rectangular

“Add” buttons

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Acronyms Galore

• RSS stands for “Really Simple Syndication” or “Rich Site Summary”

• XML stands for “Extensible Markup Language”

…but these definitions are not important

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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

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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

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Look for the

orange “chiclets”

Raw RSS feeds are ugly &

meant to be read through

newsreaders or RSS-aware software

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RSS readers are convenient, letting you read many websites

from one place at one time

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

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…or jump to read

this site’s content

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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)

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…get competitive

intelligence via automated

searches for press releases or SEC filings

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…follow important industry

developments through specialized

searches

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Content Publishers’ Use of RSS

Anita Campbell

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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

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How are Website publishers using RSS today?

…not just for blogs anymore

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New York Times offers RSS feeds

for movie reviews, book

reviews, obituaries, dining

– you name it

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U.S. Small Business

Administration Office of

Advocacy offers RSS feed for press

releases

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Ford’s RSS feeds offer information

about product

lines

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FreshPatents.com offers RSS feeds of

U.S. Patent applications

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Merck’s RSS feeds are for

financial results, R&D and

product news, and corporate

information

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IBM and small businesses

enclose audio files in their

RSS feeds for download as

podcasts

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

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Small businesses

are using RSS for public

relations and marketing

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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

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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”

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For More…

• Start reading RSS feeds and using feedreaders

• For more, contact Rob or Anita

Visit:

www.rssnofear.com

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Cleveland.com & Plain Dealer Perspective on RSS

Denise Polverine

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Cleveland.com offers RSS

feeds

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The Plain Dealer's

Tech Reporter,

Henry Gomez,

talks tech

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Cleveland.com’s Tech section

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Plain Dealer’s Breaking News

blog

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Cleveland.com’s News Page

PR Newswire’s take on RSS

October 11, 2005

Dee Rambeau

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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

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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

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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