new media for business, marketing and pr: blogs, podcasts, social media & syndication

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Introduction to New Media

BlogsPodcasts

Online VideoRSS

Content Syndication

Podblaze.comRodney Rumford

The Control is Gone

• User Generated Content• Blogs, Podcasts & YouTube• Everyone has a Soap Box, Broadcast Channel

& Megaphone• Conversations are happening• Blogosphere enables connections & viral

velocity• 1 person matters: Kryptonite• Are you going to be in the conversation?

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Technology Enablers

• Blogs• Podcasts• XML/RSS is the new language of the web• Social Bookmarking & Tagging• Interruptive messaging becoming less

tolerated• Subscription & Consumption Mechanisms• 100+Million Blogs = Mainstream. There are

not that many geeks3

Key Points

• Transparency & Honesty are Crucial

• Take Your Lumps & Respond

• Drop the “Corporate Speak”

• Embrace the Key Influencers

• Blog Outreach Strategy

• Communication Tool: Reallocate Resources

• Value Added Unique Content4

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What is a Business Blog?

• Web Log = Blog• Self publishing platform to publish content to the

internet easily & quickly• Item posts are save or archived in reverse

chronological order by date• Delivery platform for valued added content in a

web based HTML and RSS/XML feed format• Marketing & Net communication & visibility tool• Internet visibility platform for driving targeted traffic

via search engines & multiple directories

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Blogs Grow Curve: Doubling Every 8 Months

The Rule of 1%, 10%, 89%

• 1% Create original content

• 10% add content: comments, rating, reviews, aggregation, tagging, embed, etc.

• 89% Consume Content

• Your Brand Lives Everywhere… Not just on Your Site

• Experience Matters, Not Pageviews

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RSS Feed Syndication

• Extends the reach of your content• Creates awareness when change occurs• Bypasses email (and spam filters)• Provides a true publish-subscribe model that

customers appreciate• Generates many ways to discover your business

and your products• Automatically delivers new content to

subscribers

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RSS/Blog/Podcast Flow

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Blog RSS Data Flow

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IE7 First RSS Feed View

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Microsoft IE7 Feeds & Tags

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IE7 RSS Subscribe: As easy as Bookmarking

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Google Reader With Player

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iTunes Visibility = 55+ Million

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Podcast Example: Flash Player & RSS

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RSS Marketing Provides Many Marketing Visibility Opportunities

• Many areas where your feed will act as a communication medium

• RSS also provides visibility beyond the search engines

• Partial list: There are more marketing opportunities

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Creating Increased Online Visibility

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Why Does Blogging Matter? (SEO)

• Each Blog post is considered a page of content• Each post optimized for 3-4 keyword phrases• Keyword Clouds raises SEO to a higher level• RSS/XML Feed Format• Linking from other Blogs

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SEM, SEO & Online Visibility

• Yahoo Podcasting• Yahoo News• Yahoo My Web 2.0• Google Blog Search• Google Organic• Google Reader• Gmail • Technorati• Apple iTunes

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Google Blog & Podcast Search

• High Value Results and Visibility

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Why Use Blogs & Podcasts for Business & Marketing?

• Increased online visibility• PR & communication tool• Knowledge distribution• Key differentiation over competition• Lead generation tool• Positional strategy as thought leader, and subject

matter expert in your market space• Value added quality content will bring more inbound

targeted traffic & links• True Publish & Subscribe Platform (RSS)

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GM Blog

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PR Firm Blog

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Microsoft Employee & Evangelist/Critic Blog

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Simon & Schuster Example: Weekly Podcasts: Author Interviews

Case Study: MojoPages.com

• Multi-Media Blog

• Team Blog: CEO, CFO, PR, Sales, Tech

• Video Documentary Series

• YouTube & Veoh Video Distribution

• Buzz and Traffic BEFORE product launch

• 60+ Stories Written in Blogosphere

• Positive Brand Hijacking & Credibility

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Podcasting Business Uses: Varied

• Internal Communication: Remote Sales Force, Channel Partners, Merchants, Alliances, “On the Same Page Messaging”, Projects, Teams, etc.

• External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews, Product Mgrs, Sales, Leads, Partners, etc.

• Ideas: Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc.

• 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?

• Customer/Client/Prospect Education & Updates• Brand Extension, Loyalty, Top of Mind, Extended Reach

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XML & Syndication Distribution

• Xtended Marketing Latitude

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7 Parting Thoughts & Next Steps

• Look at the potential applications for your Business: Groups, Teams, Divisions, Products…

• Due diligence and discovery for best avenues, practices & “go to market content ideas”

• Innovative ways to share content & knowledge• Value Added Content Increases Business• New communication avenue for many

markets/segments/submarkets• Can Support Many Business Objectives• How to Leverage Open Communication Channel• Action: Take Ownership and Drive Process

No One Has Control

• Embrace the Change

• 5 Years 50% Online UGC for Media Consumption

• Engagement, Transparency, Honesty

• The New Media is Here to Stay

• New Media Press Releases

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Questions? Need Help? New Media Strategy, Best Practices,

Technology & Marketing

Rodney RumfordDirect: 858-720-9604

RSSMarketing@Gmail.com

http://blog.podblaze.com