I dipped into this session on Sunday 11th March 2007 a little after it began, and the panel was already in full-flow. The session overall was an interesting elision of technology and marketing, and drew a 200-strong audience – pretty good going for a 10am slot!
While I left knowing feed adoption was certainly on the up, a strong sense prevailed that the technological and design issues around it were also hampering its growth.
Anyway, onto the report. Discussing the uses of and issues around RSS for marketing were a very insightful and affable panel…
Emily Chang – IdeaCodes / EmilyChang.com
Bill Flitter – CEO, Pheedo (blog)
John Jantsch – Duct Tape Marketing (blog)
Greg Reinacker – CTO & Co-founder, Newsgator (blog)
Chair: Tom Markewicz – EvolvePoint
Difficulties around tracking RSS user statistics and data were first on the agenda, and Greg Reinacker of Newsgator was stressing that they do have good data, but that what they don’t have is data on people using Firefox and Outlook for their feeds.
John Jantsch said their clients and prospects are getting information in lots of different ways. There’s a segment that want it in RSS and he wasn’t worried by the adoption rate. The trick is to easily enable all the ways people want to get information.
Emily Chang countered that we don’t get good data. However NBC are already using RSS internally to send out information; and many people may be using RSS without being aware of it.
Bill Flitter of Pheedo said that last year (2006) saw a huge spike from clients and brands in the automotive industry; there was a 500% increase so it is going towards the mainstream via these hobbyist channels. Last year when Google Reader and some Microsoft products launched, he added, there was another big spike.
It’s the plumbing stupid…
The moderator asked if RSS will remain a specialist term like POP Server, etc, or will it go mainstream like “email”? And if there’s a difference between RSS and Atom, can we use RSS as a generic term?
As browsers and other products integrate RSS into the toolset we will need the term less, reckoned Chang. It’s about receiving information by subscribing to content, Reinacker added, “RSS is just plumbing.” Just like no-one knows what SMTP is, he observed, RSS is under the hood and will stay there.
If you look at things like Pageflakes, there are widgets pulling information in. What excites him is the example of a publishing site that is putting all the content reconfigured for RSS through XML mark-up [not sure that I noted this correctly - will check podcast and amend if required].
RSS moves to enhance your marketing
What marketing is being done, Markiewicz asked the panel. Jantsch noted that on Pageflakes you can set up RSS feeds on different topics and areas around news stories. Reinacker observed that you don’t need to build your own RSS reader; rather, there’s a big cloud of content out there and you can access everyone’s content the same way using a desktop aggregator to tap into the cloud and pick stuff out of it.
Or if you’re in an industry sector for example, Reinacker continued, look at all the content specific to your area and pull bits of it into your site [eg. via a widget]; this way you can become a thought leader by leveraging others content.
Ford are doing blogs for auto shows (eg Detroit, NY), Flitter explained. They’re sending a person there to cover the show, not just to write about Ford but to write about what’s happening in the industry. They’re creating content on their blog and then looking to get that content syndicated elsewhere, leveraging the written word to build affinity with customers. Understand the power of content, Flitter stressed.
Markiewicz reflected that as with any aspect of marketing, you need to measure it. With marketing as a discipline there are no pre-defined answers, but with RSS you can know instantly if people are paying attention.
Search, SEO and indexing content
Jantsch added that you can use RSS to get better search results. It’s very easy now for a company to build upon their content to get better search results by having themed pages that are re-published as feeds – a really powerful way to get some nice rankings and hopefully some traffic!
Chang concurred – if you have your pages optimized, Google is rapidly indexing all feeds already. Flitter agreed – better indexed content begets better found content than all the merely beautifully designed sites out there.
You can repurpose content from your own site, Jantsch interjected. You don’t have to go out to the world. Markewicz took it a step further positing that you can use RSS as a content management system.
The truth about full versus partial feeds
So what mistakes are being made? What are publishers doing wrong, Markiewicz wondered. They’re being too stingy with their information, Flitter reckoned, by putting just the headline out, or a partial feed.
But are their audience ready for full feed content? The difference in response on full feeds and partial feeds is marginal, Flitter argued. There’s something inherent in the way we interact with feeds in that people want to poke around and see what else is there. So for response rates and marketing / branding impact, think about being more generous.
If you want to secure your feeds, Reinacker said, http authentication works across the board; secret URLs don’t work, because Google, Newsgator, etc will index it anyway! Jantsch added that as marketers we have to make it easier to subscribe. He’s been using AddThis which means he can avoid using all the little chicklets [the little branded buttons for Feedster, Bloglines, Netvibes etc].
Covering all the bases
Markiewicz said we should be consistent if we want subscribers because an RSS subscriber is going to be a lot more valuable over the long term than an email subscriber – so make it so that you can auto-subscribe.
Chang commented that the problem is where people think that your RSS strategy is something different from your overall content strategy.
Flitter raised the instance of where the reader is just looking at lines of text; they may open all their feeds in one long river of news, but then it all looks the same. How then does your information stand out? For every article, start it with your company name at the start of the headline so when it’s syndicated your brand will be visible there too and you’ll also benefit in the search realm too [this idea did not appeal at all to me, but that's the dormant journalist thinking, I guess ;-) ].
Tracking, content and objectives
The question was raised as to regularity of feed posting by an audience member. Markiewicz stressed consistency. Chang said if your company is doing product updates, then at least make it once a month, like an email newsletter.
Jantsch argued that it all comes down to goals. Reinacker said put quality before quantity; you can’t put garbage out there with the occasional nugget. Jantsch disagreed – get a PDA and note down everything interesting you hear, it’s not that hard!
Are there tracking tools other than standard web tracking, someone asked. This can get done in-house, responded Markiewicz but there are services like Feedburner that can package that data for you.
Approaching it from a marketing perspective, remarked Flitter, it’s all about how to leverage feeds and what to do with them. Do you have campaign-specific objectives and data needs, or overall objectives? Feedburner is good for general and publisher feeds; Simplefeed is good for the enterprise; and Pheedo is suited to marketers. Is it impressions, views or clicks that you seek? These tracking packages are just a guideline for measuring feeds.
From chicklets to auto-discovery
If you have a built-in fanbase, an audience member asked, and they’re mostly not technically skilled, how do you make RSS easy to use if it’s positioned as plumbing?
If you have a large target group you know how to speak to them, Markiewicz replied, and you need to make that effort. Customise your language to your audience, said Chang. So if it’s a cookery site, say “get a daily recipe”. People should also be able to subscribe to your feeds by email, Jantsch suggested.
Reinacker differed regarding the orange RSS button. If you don’t need it that assumes that your site supports auto-discovery. But major aggregators like Google, Newsgator and others don’t support auto-discovery, so leave the chicklets and the orange button there, and also support auto-discovery.
You should probably do your first reach-out via email, added Chang. The orange button was created to remove the need for multiple chicklets. It was created for the early adopters – to get them to use RSS and spread the early adoption take-up. From a marketing perspective, Flitter said, keep testing to figure out what is the best way to get uptake.
Video descriptors in feeds & breaking the US stranglehold
Dealing with video was the next question raised from the audience. If your content has a lot of video, and you have a one minute or thirty second spot, would you recommend a short description of it that’s not actually visible on the site but is to aggregators and search engines?
While you don’t have to transcribe every word, Flitter reckoned, you should have a summary of the content, both from a marketing standpoint and from an indexing standpoint.
Use Flash or an embedded YouTube / other trusted player, recommended Reinacker. Make sure you see how your feeds render in all the top news readers; so be careful of putting shiny little objects in the feed.
A French man in the audience got the last word in. He remarked that all this stuff about plumbing is just a big turn-off; we should be talking about stories, not the technology. He said that he used Feedburner and that all the stats are very US-centric, but in the morning you get more RSS readers from abroad. With services like[Vancouver-based] NowPublic, he observed, you actually get a different audience.
This is the first of my reports from SXSW Interactive 2007. No doubt, like last year, it’ll take me another 10 months to get all these babies written up! In the meantime, here’s some other good coverage and commentary on this session:
If you found this report of interest, then can I (Amazon-stylee) suggest that you might also like these upcoming events…
Chinwag Live Media Widgetised – 16 May 2007, London
“How will the growth of widgets, aggregators and web-feeds effect the online media landscape?” Speakers from eBay, BT Retail, nooked and Eircom / Sleevenotez [disclosure: I've organised this event]
Widget Week! – 14-22 May 2007, London
Chinwag Live: Media Widgetised on 16th May is part of the inaugural Widget Week – the world’s first co-ordinated cluster of events to focus on the widget phenomenon and explore its business, marketing and cross-platform potential. Move over Silicon Valley – the UK and Ireland is where the best of media and technology intersect! Brought to you by Chinwag, NMK (Beers & Innovation) and MoMo London
If you like to watch, share or just aren’t sure yet, your needs are catered for on these Upcoming pages:
Chinwag Live: Media Widgetised – 16th May 2007
Widget Week 2007 – 14th – 22nd May 2207