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New Media For Business, Marketing and PR: Blogs, Podcasts, Social Media & Syndication


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Presentation Given to the South OC County PR & Marketing Logistics Group on 3-29-07. Covers Blogs, Podcasts, Social Media, Syndication, RSS and UGC.

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New Media For Business, Marketing and PR: Blogs, Podcasts, Social Media & Syndication

  1. 1. Introduction to New Media Blogs Podcasts Online Video RSS Content Syndication Rodney Rumford
  2. 2. The Control is Gone <ul><li>User Generated Content </li></ul><ul><li>Blogs, Podcasts & YouTube </li></ul><ul><li>Everyone has a Soap Box, Broadcast Channel & Megaphone </li></ul><ul><li>Conversations are happening </li></ul><ul><li>Blogosphere enables connections & viral velocity </li></ul><ul><li>1 person matters: Kryptonite </li></ul><ul><li>Are you going to be in the conversation? </li></ul>
  3. 3. Technology Enablers <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>XML/RSS is the new language of the web </li></ul><ul><li>Social Bookmarking & Tagging </li></ul><ul><li>Interruptive messaging becoming less tolerated </li></ul><ul><li>Subscription & Consumption Mechanisms </li></ul><ul><li>100+Million Blogs = Mainstream. There are not that many geeks </li></ul>
  4. 4. Key Points <ul><li>Transparency & Honesty are Crucial </li></ul><ul><li>Take Your Lumps & Respond </li></ul><ul><li>Drop the “Corporate Speak” </li></ul><ul><li>Embrace the Key Influencers </li></ul><ul><li>Blog Outreach Strategy </li></ul><ul><li>Communication Tool: Reallocate Resources </li></ul><ul><li>Value Added Unique Content </li></ul>
  5. 5. What is a Business Blog? <ul><li>Web Log = Blog </li></ul><ul><li>Self publishing platform to publish content to the internet easily & quickly </li></ul><ul><li>Item posts are save or archived in reverse chronological order by date </li></ul><ul><li>Delivery platform for valued added content in a web based HTML and RSS/XML feed format </li></ul><ul><li>Marketing & Net communication & visibility tool </li></ul><ul><li>Internet visibility platform for driving targeted traffic via search engines & multiple directories </li></ul>
  6. 6. Blogs Grow Curve: Doubling Every 8 Months
  7. 7. The Rule of 1%, 10%, 89% <ul><li>1% Create original content </li></ul><ul><li>10% add content: comments, rating, reviews, aggregation, tagging, embed, etc. </li></ul><ul><li>89% Consume Content </li></ul><ul><li>Your Brand Lives Everywhere… Not just on Your Site </li></ul><ul><li>Experience Matters, Not Pageviews </li></ul>
  8. 8. RSS Feed Syndication <ul><li>Extends the reach of your content </li></ul><ul><li>Creates awareness when change occurs </li></ul><ul><li>Bypasses email (and spam filters) </li></ul><ul><li>Provides a true publish-subscribe model that customers appreciate </li></ul><ul><li>Generates many ways to discover your business and your products </li></ul><ul><li>Automatically delivers new content to subscribers </li></ul>
  9. 9. RSS/Blog/Podcast Flow
  10. 10. Blog RSS Data Flow
  11. 11. IE7 First RSS Feed View
  12. 12. Microsoft IE7 Feeds & Tags
  13. 13. IE7 RSS Subscribe: As easy as Bookmarking
  14. 14. Google Reader With Player
  15. 15. iTunes Visibility = 55+ Million
  16. 16. Podcast Example: Flash Player & RSS
  17. 17. RSS Marketing Provides Many Marketing Visibility Opportunities <ul><li>Many areas where your feed will act as a communication medium </li></ul><ul><li>RSS also provides visibility beyond the search engines </li></ul><ul><li>Partial list: There are more marketing opportunities </li></ul>
  18. 18. Creating Increased Online Visibility
  19. 19. Why Does Blogging Matter? (SEO) <ul><li>Each Blog post is considered a page of content </li></ul><ul><li>Each post optimized for 3-4 keyword phrases </li></ul><ul><li>Keyword Clouds raises SEO to a higher level </li></ul><ul><li>RSS/XML Feed Format </li></ul><ul><li>Linking from other Blogs </li></ul>
  20. 20. SEM, SEO & Online Visibility <ul><li>Yahoo Podcasting </li></ul><ul><li>Yahoo News </li></ul><ul><li>Yahoo My Web 2.0 </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Google Organic </li></ul><ul><li>Google Reader </li></ul><ul><li>Gmail </li></ul><ul><li>Technorati </li></ul><ul><li>Apple iTunes </li></ul>
  21. 21. Google Blog & Podcast Search <ul><li>High Value Results and Visibility </li></ul>
  22. 22. Why Use Blogs & Podcasts for Business & Marketing? <ul><li>Increased online visibility </li></ul><ul><li>PR & communication tool </li></ul><ul><li>Knowledge distribution </li></ul><ul><li>Key differentiation over competition </li></ul><ul><li>Lead generation tool </li></ul><ul><li>Positional strategy as thought leader, and subject matter expert in your market space </li></ul><ul><li>Value added quality content will bring more inbound targeted traffic & links </li></ul><ul><li>True Publish & Subscribe Platform (RSS) </li></ul>
  23. 23. GM Blog
  24. 24. PR Firm Blog
  25. 25. Microsoft Employee & Evangelist/Critic Blog
  26. 26. Simon & Schuster Example: Weekly Podcasts: Author Interviews
  27. 27. Case Study: <ul><li>Multi-Media Blog </li></ul><ul><li>Team Blog: CEO, CFO, PR, Sales, Tech </li></ul><ul><li>Video Documentary Series </li></ul><ul><li>YouTube & Veoh Video Distribution </li></ul><ul><li>Buzz and Traffic BEFORE product launch </li></ul><ul><li>60+ Stories Written in Blogosphere </li></ul><ul><li>Positive Brand Hijacking & Credibility </li></ul>
  28. 28. Podcasting Business Uses: Varied <ul><li>Internal Communication: Remote Sales Force, Channel Partners, Merchants, Alliances, “On the Same Page Messaging”, Projects, Teams, etc. </li></ul><ul><li>External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews, Product Mgrs, Sales, Leads, Partners, etc. </li></ul><ul><li>Ideas: Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc. </li></ul><ul><li>Content Ideas Are Varied: How can you effectively deliver content to where a current void exists or where a market can be be better served via podcasting? </li></ul><ul><li>Customer/Client/Prospect Education & Updates </li></ul><ul><li>Brand Extension, Loyalty, Top of Mind, Extended Reach </li></ul>
  29. 29. XML & Syndication Distribution <ul><li>X tended M arketing L atitude </li></ul>
  30. 30. 7 Parting Thoughts & Next Steps <ul><li>Look at the potential applications for your Business: Groups, Teams, Divisions, Products… </li></ul><ul><li>Due diligence and discovery for best avenues, practices & “go to market content ideas” </li></ul><ul><li>Innovative ways to share content & knowledge </li></ul><ul><li>Value Added Content Increases Business </li></ul><ul><li>New communication avenue for many markets/segments/submarkets </li></ul><ul><li>Can Support Many Business Objectives </li></ul><ul><li>How to Leverage Open Communication Channel </li></ul><ul><li>Action: Take Ownership and Drive Process </li></ul>
  31. 31. No One Has Control <ul><li>Embrace the Change </li></ul><ul><li>5 Years 50% Online UGC for Media Consumption </li></ul><ul><li>Engagement, Transparency, Honesty </li></ul><ul><li>The New Media is Here to Stay </li></ul><ul><li>New Media Press Releases </li></ul>
  32. 32. Questions? Need Help? New Media Strategy, Best Practices, Technology & Marketing Rodney Rumford Direct: 858-720-9604 [email_address]