What Could be Better than RSS? – Answer: IRSS

Really Simple Syndication – RSS – has been around since 1999 when Netscape launched mynetscape.com. Since then, RSS has emerged as a key Buzz delivery vehicle for content of all types including newsletters, blogs and podcasts, and, most notably, as a substitute for email delivery. In fact, in a recent Jupiter Research report, 34 percent of marketers said RSS is a more reliable delivery mechanism than email.

But RSS does have two major challenges: personalization and measurement. When people subscribe via RSS, they “opt-in” to receive any content that you produce to that feed. The problem is, you get no data on who those people are or what they like to read.

Enter Individualized RSS – or IRSS. IRSS gives each feed a unique identifier, which is created during the subscription process. This is a significant step forward. With IRSS, you no longer are looking at a sea of subscribers who want your content. Instead, your feeds become distinct streams flowing to uniquely numbered groups. As a result, you can study and gather more data on each feed, such as measuring page views.

So, Buzz Marketers – if you are just beginning to look down the RSS road, why not consider IRSS from the outset?

 

How to use podcasts to build brand Buzz

Buzz Factor – HIGH – The last number I’ve seen published by Apple on iPod sales is 42 million sold since 2004. And a recent Forrester report says that 29% of the 42 millions buyers have downloaded a podcast. Another 27% said they were interested in podcasting, and 11% were going to try it in the next three months.

Ok, so how do you use this to your Buzzvantage?? (yes, I can make up my own words) Simple. I’ve used podcasting successfully to get my best thought leaders out talking about what they know best. Why not get your senior engineers out there and have them be the people “selling” your technology. Make that “educate” about your technology. (see my tips on podcasting page with my podcast vendor e-Tractions at: http://www.e-tractions.com/web_dev/downloads/AMAPres_Oct2005.ppt )

Here’s a little Buzz gem for tech marketers: Do podcasts of your most senior leaders answering the questions that you’re getting about your technology. Then post the Q&As to a Web page.

Or how about this: Take your prospects’ biggest objections to your technology and create an “Objection Buster” page of podcasts – Now that’s Buzzworthy!

 

Google tests new ad strategies

Buzz Factor - HIGH - You’re probably familiar with Google’s print ad strategy of selling ¼-page slices of full-page ads. You can see it in action in the 4/10/09 issue of Information Week, page 39.

Not a lot of Buzz there. First to take Google up on the offer were a tchotchke company, an outfit selling school laptop racks, an e-learning company and a map information vendor touting a white paper with a direct response URL. The last one’s sort of interesting. But not Buzz worthy.

What is cool is Google’s deal with Earthlink to WiFi-enable San Francisco – the Fertile Crescent of Technology Buzz. It’s an ad model play based on three things: Location. Location. Location. Something to consider if your technology has a location bias to it.

Better Buzz still is the ad model they could use with it. And they’re all over it. Google filed three patents in March on mobile and location-based advertising. Now that’s cool. I can see the SAP ads now – “Fisherman’s Wharf runs on SAP!” appears on the Razrs and Treos of the uber geeks as they gather for Next Big Thing World at the Moscone.

 

Using RSS for Really Simple SALES!

Buzz Factor - HIGH - Really Simple Syndication (aka RSS) is pretty much considered a geek technology. I know, because I use it. (Try it yourself - experience an RSS feed to get automatic updates to this blog by clicking here http://feeds.feedburner.com/BuzzMarketingForTechnology – I know it's a shameless plug) The technology is great, but most of us Buzz Marketers want to take RSS to something more like: Really Simple Sales!

Well look no further – SimpleFeed (http://www.simplefeed.com/) has moved the ball forward by commercializing RSS in its new service. Here is the Buzz … SimpleFeed lets users select and subscribe to topics of interest – product updates, patches, and noteworthy news about its technology. SimpleFeed bills its services as a way to up-sell, cross-sell and draw in potential new customers based on the simple Buzz premise that your existing customers are likely to buy more if you only give them what they want and cut out all the noise. Now that’s a Buzz!

 

Taiwanese technology on the move

Buzz Factor – High – In a sequel to last weeks blog on China technology, this week we look at a Taiwanese technology vendor closely aligned with Microsoft.

Bill Gate’s secret weapon (profiled in Business Week 4/24/06) is a little known company with the Bland name – High Tech Company or HTC for short. Led by Peter Chou, former Digital engineer (recall that Digital had good buzz years ago), HTC is cranking out killer PDAs and Smart phones. They’re already on their fourth generation of some of these gadgets.

HTC, while clearly in need of some branding and Buzz, must be doing something right. On 3/30, the company announced that last sales had doubled to $2.2 billion and profits had tripled to $356M, and the stock is up 1055% since 2003!!

Buzz Marketers sometimes focus too much on the public perception – don’t forget your Buzz communications strategy to the Financial Analyst community. Sometimes the best Buzz of all can be found in the company you keep, and the price of your stock!!