The document discusses how RSS (Really Simple Syndication) allows content creators to syndicate and share updates across different programs and readers. It defines RSS and XML, and explains how RSS works by standardizing an XML file format so information can be published once and viewed by many. It then discusses various RSS tools like generators and readers that allow sharing bookmarks and content. Finally, it discusses how using structured RSS content can help create buzz and influence through relationships in online conversations.

1. RSS
Syndicating Your Thoughts
Create Influenc

2. Jeffrey Stewart
ff
Partner, CTO A Social Media Evolution
Phone: 815.262.7252 > Wh t’
What’s N t?
Next?
Fax: 815.962.2189
stew@trekk.com
www.Trekk.com
It’s about Integration, Conversations
Twitter.com/JeffreyAStewart
Facebook.com/JAStewart
and Influence
and Influence
LinkedIn.com/in/jeffreyastewart
LinkedIn com/in/jeffreyastewart

3. Today s menu
Today’s menu
• RSS
RSS – WTF?
• Tools of the Trade
• Sharing Yourself
Sh i lf
• You are a Brand of 1
• Plug into the Pulse

4. "Technology will
never replace
people. People
who use
technology will
replace people
who don't."

5. RSS - WTF?

6. What is RSS?
What is RSS?
An RSS (Really Simple Syndication) document (which is
called a "feed", "web feed",[3] or "channel") includes full
or summarized text, plus metadata such as publishing
or summarized text plus metadata such as publishing
dates and authorship. Web feeds benefit publishers by
letting them syndicate content automatically. A
ett g t e sy d cate co te t auto at ca y
standardized XML file format allows the information to
be published once and viewed by many different
programs.
http://en.wikipedia.org/wiki/Rss

7. What is XML?
What is XML?
XML (eXtensible Markup Language) is a general‐
purpose specification for creating custom markup
languages [1] It is classified as an extensible language
languages. It is classified as an extensible language,
because it allows the user to define the mark‐up
e e e ts
elements. XML's purpose is to aid information systems
s pu pose s to a d o at o syste s
in sharing structured data, especially via the Internet, [2]
to encode documents, and to serialize data; in the last
context, it compares with text‐based serialization
languages
http://en.wikipedia.org/wiki/XML

8. So its
S it computer code…
t d
Can I see
some?

15. Tools of the Trade
Tools of the Trade
• RSS Generators
RSS Generators
• RSS Readers
RSS Readers
• RSS Feeds
• Bookmark Sharing

20. Readers

23. Sharing

25. RSS

26. RSS

27. RSS

28. Now What?
Post and Pray?

29. Or learn some new rules?

30. Changing the Way You
Think About the Rules…

31. The more things
change… The more
they stay the same.
Some rules are
universal.
How you influence and
how you are
influenced are some of
influenced are some of
them
So what is different?
So what is different?

32. Everything is Miscellaneous
Everything is Miscellaneous
The Power of
the New Digital
Disorder
Di d
@dweinberger

33. The Long Tail
The Long Tail
@chr1sa

34. The Numerati
The Numerati
"Doritos munchers, bikers for
Obama, MINI Coooper
enthusiasts. Once [J.D. Power] has
enthusiasts Once [J D Power] has
sorted bloggers into tribes, it can
start digging for correlations
between tribes and products."
@stevebaker

35. Tribes
We Need You
to Lead Us
You can’t have a
tribe without a
leader and you
leader – and you
can’t be a leader @ThisIsSethsBlog
without a tribe
Humans beings
b i
can’t help it: we
need to belong

36. Create Buzz and Influence your Tribe(s)
With structured content and RSS
•Pollination
Bookmarks
Cross‐Links
•Search Engines
Meta Data
Meta‐Data
Keywords
•Social Search
Bookmarks
Refer a Friend
•Semantic Search
Structures
Microfomats

38. Re Meme ber
Re‐Meme‐ber Me?
A meme (pronounced /ˈmiːm/, rhyming with
"cream"[1]), is a postulated unit or element of cultural
ideas, symbols or practices, and is transmitted from one
mind to another through speech, gestures, rituals, or
other imitable phenomena.
other imitable phenomena

39. People Want Relationships
People Want Relationships
p
with People…Not Brands

40. You Are a Brand of 1
You Are a Brand of 1
Brand management is the application of marketing
techniques to a specific product, product line, or brand.
It seeks to increase the product s perceived value to the
It seeks to increase the product's perceived value to the
customer and thereby increase brand franchise and
brand equity.
http://en.wikipedia.org/wiki/Brand_management

41. Your Posts Your Brand
Your Posts – Your Brand
Eight Twitter Personality Types
• The Entertainer. • The Self Promoter
• The Messenger. • The Twit.
• The Tour Guide. • The Needy.
• The Navel Gazer. • The Celebrity.
http://www.macobserver.com/tmo/features/rss/john_martellaros_blog/

42. Trading Brand Control for Value
Trading Brand Control for Value
• "a whole new generation
only knows nothing but this
kind of connected
kind of connected
communications with other
people“
• “In the 60’s brands turned
In the 60 s brands turned
to typography to control
brand … now they can just
do”
• Letting Your
Technorati’s Peter Hirshberg Audience Co‐Create

43. Plug into the Pulse
Plug into the Pulse

45. Influence and Change
Influence and Change
• Initiate or participate conversations online
– RSS tools help
• Online conversations
– create relationships
create relationships
• Relationships can result in influence
• Digital natives
g
– understand this inherently
• Digital nomads
– need to adopt
need to adopt…
– to learn a new language
• In other words, change

46. ”If you dislike change,
you're going to dislike
' i di lik
irrelevance even
more.” ”
Gen. Eric K. Shinseki,
Gen Eric K Shinseki
US Army (Ret.)