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| Date post: | 18-May-2015 |
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DefinitionDefinition
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RSS – Really Simple Syndication aka Rich Site Summary RSS is XML code that publishes information to
users via a web feed to the web/mobile platforms
Blogs, Audio, Video
TerminologyTerminology Channel – same as “feed”
Chicklets – RSS icons
Feeds / Web Feed – the information you signed-up for that is regularly sent to your reader
Reader / News Reader – the internet-based tool to view the FSS feeds (some client-side readers)
Subscribe – signing-up for a feed, which is free
XML – the programming code that creates RSS
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HistoryHistory 1999 – first version created by guy at
Netscape
1999 – 200X – many versions developed, by different people at different companies
2005 – Microsoft’s Mozilla Firefox and others used it and made the RSS icon a standard
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User Side Process User Side Process ExampleExample
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1. Click on the RSS icon on a website
2. Click again (if additional subfeeds available; not always the case)
3. Select how you want to receive your feed
If you choose a reader that you are not subscribed to, you’ll be prompted upon landing there
User Side Process User Side Process ExampleExample
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4. Confirm you want that RSS feed (MyYahoo example)
User Side Process User Side Process ExampleExample
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5. MyYahoo home page now has the feeds on it when you check
User Side Process User Side Process Bad Example - Bad Example - gaspedalgaspedal1. Click on the RSS icon YES2. Click again NO3. Select how you want to receive your feed NO
User Side Process User Side Process Bad Example - Bad Example - gaspedalgaspedal
Land on this page with no direction on what to do next…?!#%*#@
RSS Strategies & UsesRSS Strategies & Uses
Businesses1. Technological tool that pushes your content
to interested parties2. Automates communication of blogs or
website content
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10http://www.rss.com/
RSS TacticsRSS Tactics Add RSS links on most pages of your website Add RSS link to your online media room Add RSS link at end of articles Add action words next to the RSS icon “subscribe”
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• Don’t use RSS only, consider audience and other sign-up such as email newsletters
• Add RSS as part of social media toolbar (WSJ didn’t)
• Add RSS to your footer (WSJ did)
RSS TacticsRSS Tactics Ways to present the RSS link
Rollover
Marketer’s RoleMarketer’s Role Your Content
Content for the RSS feed needs to follow best practices for the feed content ( updated, timely content)
RSS links easily available on site, blog, etc RSS technology working RSS presented to be easily understood (will depend on
audience)
Other’s Content Determine if you want to have other news feeds
available on your site or to subscribe to
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Marketer’s Role Marketer’s Role (cont’d)(cont’d)
Syndicate your content – allow others to use it Display XML tag
Register your content with RSS Aggregators (search engines will then find you easier)
How to Create an RSS How to Create an RSS FeedFeedFor Your ContentFor Your Content
Write your own XML code
Use software $
If it’s for your blog, many blog sites (wordpress) have it as a function
Suppliers
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How to Measure RSSHow to Measure RSS # Subscribers
Which RSS icon is providing most results (tag each link) Clicks Subscribers Subscription length
Measure against other subscriptions (e.g. emails, twitter)
Google Analytics free took kit
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Advantages & Advantages & Disadvantages of Disadvantages of Marketing via RSSMarketing via RSS
Advantages Easy to administer
Content already created from website or blog
Inexpensive
Wide reach
Increases traffic to website
Increases search engine rankings
Emails can go to spam
Disadvantages
Followers can become passive
Followers may not visit their designated reader
Created by Jan Ahrens [email protected]
ReferencesReferencesand Additional and Additional ReadingReading
Comm, Joel (2009). RSS power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc.
Gillin, Paul (2009) Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books
Meerman Scott, David (2009) The New Rules of Marketing & PR. Hoboken, NJ: John Wiley & Sons, Inc
http://online.wsj.com/public/page/rss_news_and_feeds.html?mod=djmr_rsspodcast
http://www.evancarmichael.com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2009.htm
http://www.rssgov.com/rssworkshop.html
http://blog.webdistortion.com/2009/05/31/must-measure-analytics-for-bloggers-part-1-rss/
http://www.google.com/support/feedburner/bin/answer.py?answer=79408
Created by Jan Ahrens [email protected]
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