Transcript What did we learn about RSS

Leveraging RSS, Blogs, Podcasting,
Videocasts for B-to-B Marketing
Examining the effects of new social media tools on marketing
Paul Dunay, Director Global Field Marketing
BearingPoint, Inc.
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Tuesday, November 14, 2006
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How are we using RSS?
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What did we learn about RSS
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Survey says?
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Ideal Uses:
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63% of companies will use RSS by 2007
Access to a new audience at a very low cost where you have lots of
homogeneous content, also think about internal uses such as
knowledge management or project management
Some tips on RSS
1. Frequency: 2-3 times week
2. Copywrite title and flyover descriptions carefully
3. Optimize your meta tags as you would a landing page
4. Post as much content to the feed as possible
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Don’t forget to Ping!
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6. Post RSS chicklet on every page possible
7. Try IRSS if you need a closer connection to your audience
8. Publish and Promote your RSS feed (email signature)
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RSS Resources
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Pinging
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Feed Creation
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FeedBurner
Feed Readers
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Ping-o-Matic
Pingoat
Feed Reader, NewsGator, Pluck, RSSReader
Browsers Readers
MyYahoo
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 Mozilla FireFox
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Wireless RSS
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RSS2Wap
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How are we using Blogs?
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What did we learn about Blogs
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Survey says?
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Ideal uses:
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There are 28.5 Million blogs with nearly 45,000 new blogs popping up
every 24 hours
Engaging an audience on a single topic, educating the market on an
issue
Some Tips on Blogs:
1. Be sure to check with Corporate or research other Corporate guidelines
2. Target your Content and Audience
3. Blogging formula – Short, email length, with a provocative title
4. Give them takeaways or engage readers to leave comments
5. Frequency: Weekly minimum, 2-3 times a week best, daily?
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6. Link profusely – cite authors, pubs, other blogs to increase your search
ranking – images with captions help ranking too
7. Have subscription form to get updates through RSS and email
8. Don’t Blog Alone!
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Blogging Resources
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Blogging tools
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Corporate blog tool
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Blogger
Typepad
Six Apart
DIY for Mining Blogsphere
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Technorati
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Corporate Mining
companies
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BuzzMetrics
Cymphony
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Blog Search Engines
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Blogflux
Bloghop
Bloghub
Blogwise
Bloggeries
Blogexplosion
GlobeofBlogs
Technorati
Webblogalot
2RSS
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How are we using Podcasting?
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What did we learn about podcasting
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Survey says?
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Ideal Uses:
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68% consumed at desktop “Behavioral difference for b-to-b podcasts”
Audio white papers, product demos/patches, sales training/objection
busters and virtual conferences
Some Tips on podcasting:
No “shovelware”
No direct selling - Transparency is the key
Formats: Multiple article format, Blog like rant, Radio show w/ guest
interviews, Readers Digest format
4. Use strong call to action
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this topicCommit to a series – Frequency: weekly
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6. Keep it short: 5 – 7min (ideal)
7. Costs: $0 - $1000 – quality varies
8. Use iTunes but don’t expect much traffic flow
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Podcasting Resources
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Recording them
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Editing Services
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Audible.com
Sony SoundForge
PodServe (includes short video!)
Sitecreations
Local studio
Transcription Services
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TranscribeQuick
escriptionist
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Tracking Services
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E-Tractions
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How are we using Videocasting?
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What did we learn about Videocasting
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Survey says?
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Ideal Uses:
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Recent Nielson study says 4.4% of net population
Product demos, establishing trust/thought leadership, graphic intensive
discussion
Some Tips on Videocasting:
Formats: Talking head only, Graphic only, or Blended approach
2. Use Tight Facial shots
3. Always use a Video landing pad – first 10 sec is critical
4. Commit to a series - Frequency: weekly
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Keep it short – 4-5 min (InfoWorld research)
available from::5.
6. Don’t forget the metatags or better yet attach a full transcript
7. File Formats – WMF, Flash, Quicktime – prepare for larger screen size
8. YouTube – or not to YouTube?
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Videocasting Resources
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Video Search Engines
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video.google.com
 blinkx.tv
 flurl.com
 Searchvideo
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Advertising in Video
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Google Cost per PLAY!
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Putting it all together
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Our Recipe for the Op Risk Campaign
- Invite only quarterly event series with CMP Media
- Key Client and a group of peers hand pick all participants
- Topic and agenda is agreed upon by all participants
- No PPT allowed – only visiting dignitaries
- Only 2 BearingPoint advisors allowed in the room
- Online Resource Center with content from participants·
- Blog featuring key participants
- Podcasts featuring key participants
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- Videocasts
featuring key participants
- Exclusive nature is having superb viral impact
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Program Overview
Event Series
RSS Feed
Offline Traffic Drivers
Op Risk Blog
Videocasts
Thematic Microsite
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Online Traffic Drivers
Email campaign
Podcasts
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Where is this all going??
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7 Key Takeaways
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Lather, Rinse, Repeat!
Think differently about traditional marketing
Get your best customers involved
Measure Engagement vs. Marketing ROI?
Influence happens when you have great content
Web 2.0 is about Multi Sensory content and twoway communications with an audience
7. Sticky is the new Black!
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Thank you
Paul Dunay
Director Global Field Marketing
BearingPoint, Inc.
New York, NY
212.896.4078 / 917.306.8440 (cell)
[email protected]
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Also check out my blog called:
Buzz Marketing for Technology @
buzzmarketingfortech.blogspot.com
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