Transcript Business Blogging: Introduction & Mktg Overview

Introduction to New Media
Blogs
Podcasts
Online Video
RSS
Content Syndication
Podblaze.com
Rodney Rumford
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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
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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
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are not that many geeks
Key Points
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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 Content
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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
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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
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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
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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?
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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
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Case Study: MojoPages.com
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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 Reach28
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
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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 Rumford
Direct: 858-720-9604
[email protected]
http://blog.podblaze.com
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