The following is the messy-from-MS-Word dump of my notes from tonight’s RSS presentation at the HTCE. Any questions? Leave a comment or email me.
is Darren Barefoot, and Iâ€™m a partner in Capulet Communication. Iâ€™m a writer
and online marketing consultant specializing in small and medium size
Nearly half of the 31 billion email messages sent every
day is junk email. By 2007, itâ€™s estimated that junk emailwill grow to 63%of all email traffic.
email messages, and the email filtering software used to block them arecrippling
Recent studies suggest that up to
38% of email messages that customers have opted intoâ€”message they have
requestedâ€”are being erroneously blocked by filtering software.
means thatmore than a thirdof your companyâ€™s public relations
emailâ€”newsletters, special offers, event announcementsâ€”are not reaching
their intended audience.
is an alternative which bypasses these growing issues surrounding email.
This alternative will not replace email, but can complement it and offset
the growing problems of the medium.
(Really Simple Syndication) represents a new way to publish your news and
events in a format that can be accessed by anyone over the Internet. RSS
is a reusable, secure, timely technology that empowers users and ensures
that companies can communicate effectively.
Gilmour, a prominent technology journalist, recently wrote in theComputerworldmagazine:
The best reason so far to adopt RSS is its effect on the
technology that we all once loved but is now so polluted: email. Sending
marketing messages and newsletters via email has become a fool’s errand; the
obvious work-around is RSS. I’d much prefer to get public relations materials
How It Works
is typically published in a feed. For the average company, their RSS feed
represents their public relations activity, including press releases,
product announcements, upcoming events, and so on.
feed is a simple file published on your Web site. You simply provide the
location of your RSS feed, which is similar to a web address, and your
audience subscribes to that feed.
result is a new online broadcast feed where people interested in
information on your organization can receive all the latest news.
upon its size, a company may have one or many feeds. A small startup will
probably have one, whereas Macromedia publishes about 20.
feeds are most often read by users using software callednews
to an RSS feed is similar to bookmarking a web site. Except in this case,
the bookmarks notify you when the site is updated, and tell you what the
new content is.
understand how RSS works, consider the following example. Iâ€™m a technology
journalist whose beat is Web development tools. Therefore, I want to be
notified when Macromedia has any news related to their product, Dreamweaver.
I subscribe to the feed and am instantly notified when Macromedia
announces a bug fix, product release, a related event, etc.
Why Itâ€™s Good
RSS feedsare not subject to spam blockesr and email filters.So far, thereâ€™s no such thing as RSS spam.
Users are empowered.
Because users can manage
their RSS subscriptions more easily than they can subscribe or
unsubscribe to an email newsletter program, you can be sure that your RSS
subscribers are genuinely interested.
RSS is private and secure.
Users donâ€™t have to
surrender any information, and RSS feeds are, thus far, virus free.
Users get news when itâ€™s news.
They donâ€™t have to wait for
the next newsletter.
RSS is reusable.
Because itâ€™s structed XML data, your news
can be republished easily. Canâ€™t cover this tonight.
RSS feeds can be modified.
Unlike email, you can
correct or change a news item after the fact.
Offers an even playing field.
Your RSS feed looks just
Everybody is doing it.
IBM, Sun, Microsoft,
Appleâ€”these are just a few of the companies who already have feeds.
It drives traffic to your site.
On every site in which Iâ€™ve
implemented an RSS feed, it has risen to be a top-five most popular file
accessed on that site.