rss industry & opportunities: an overview for the “beyond blogs” conference brought to you...
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RSS Industry & Opportunities:
An Overview for the “Beyond Blogs” Conference
Brought to you by
Steve SemelsbergerSr. Director, Business Developmentsemels@pluck.com
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:
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
Portals- find & subscribe to RSS feeds
Browsers- built-in RSS reading
Integrated into OS; also part of Office 12
RSS Aggregator Example (IE Plug-In)
Convenience is Driving RSS Usage
Co
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Market Overview & Adoption Timing
Bloggers PublishersecommerceMarketers
MainstreamMarketers
SpecialtyMarketers
Digerati InformationJunkies
Tech-savvyYouth
Early TechAdopters
EnterpriseIT
MainstreamOnline
Consumers
EnterpriseUsers
SpecialtyMarkets
TechnologyLaggards
TIME
RSS ADOPTION CURVE
We are here…
Early Adopter RSS Marketing Sampler
Press Room Product Info
Shop Amex
Rental Queue
Cat Chat
Product Recalls
Tech. CalendariTunes Lists
Product Support
Expanding Use of RSS-based Delivery
Applications
News syndication
Blog posts
Transactional info
Customer support
Broadcasts
Product information
Press releases
Promotions (deals / coupons)
Account information
Notifications/Alerts
Enterprise data
Content Types
Summaries
Full-text
Enclosures
Podcast/MediaRSS (audio, video)
Structured content (lists)
Secured content
Multi-format (RSS X.X, Atom)
RSS is growing up fast; along with
complexity for content creators
To Aggregate or Solely be Aggregated?
Editorial Filtering & Mashing Options
User Generated Content ContinuumU
ser
Part
icip
ati
on R
eq
uir
em
ents
Engagement & Editorial ValueLow High
High
IntegratedBlogging
Community
Comments &
Ratings
User Submissions
(reviews & photos)
User Profiles
(activities on site)
Comments & Ratings
User Submissions
Dynamic User Profiles
Community Blogging
Community Publishing Segments
EXPERTISE
TOPIC FOCUS
Professional
Scribe
Journaler/Diarist
Aficionado
Observer
Individual chronicling everyday life
Examples: Students, Parents
Individual chronicling everyday life
Examples: Students, Parents
Interested individual chronicling a hyper-local group or topic
Examples: Booster club mom, volunteer coordinator, local musician, military spouse
Interested individual chronicling a hyper-local group or topic
Examples: Booster club mom, volunteer coordinator, local musician, military spouse
Individual chronicling a broadly-relevant topic, complementary to existing news content
Examples: Entertainment writer, bar/dining scenester, local sports fanatic
Individual chronicling a broadly-relevant topic, complementary to existing news content
Examples: Entertainment writer, bar/dining scenester, local sports fanatic
Authority figure writing on their area of expertise
Examples: Golf pro, elected official, High School Principal
Authority figure writing on their area of expertise
Examples: Golf pro, elected official, High School Principal
Interested individual portending opinion and commentary on a topic of local, national or international relevance
Examples: Political junkies, activists, concerned parent
Interested individual portending opinion and commentary on a topic of local, national or international relevance
Examples: Political junkies, activists, concerned parent
Content Relevancy Patterns by Segments
CONTENT RELEVANCE
TIME
Publisher
Professionals,Aficionados
Journalers,Observers,
Scribes
Events, controversy, major stories
Blog Entry Review
Community Management
Search, Review Community
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
RSS/XML Content Models
User Generated Content Summary
PowerfulCommunity
Management
PowerfulCommunity
Management
IntelligentContent
Integration
IntelligentContent
Integration
Easy-to-UsePublishing
Environment
Easy-to-UsePublishing
Environment
RSS Powers the “New News” Experience
Online News 2.0Online News 2.0Traditional Online NewsTraditional Online News
Full Editorial Control of Aggregated HeadlinesFull Editorial Control of Aggregated Headlines
Personalized News from Publisher and External
Sources
Personalized News from Publisher and External
Sources
Content from Sister and Partner Properties
Content from Sister and Partner Properties
Traditional Story-Based CMS
Traditional Story-Based CMS
Paper Adapted to WebPaper Adapted to Web
“Islands” of Content“Islands” of Content
Community and User Content
Community and User Content
Limited Reader Participation
Limited Reader Participation
Citizen JournalismCitizen JournalismBlogs in a Separate World
Blogs in a Separate World
Select/Render External SourcesSelect/Render External Sources
Select/Render Internal SourcesSelect/Render Internal Sources
News PersonalizationNews Personalization
Internal SyndicationInternal Syndication
External SyndicationExternal Syndication
Source DiscoverySource Discovery
Integrated BloggingIntegrated Blogging
Feedback and ContributionsFeedback and Contributions
Integrated Blog StreamsIntegrated Blog Streams
Niche/Specialty ContentNiche/Specialty Content
Thank You
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