Incorporating RSS Feeds Into Your Marketing Strategies

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Incorporating RSS Feeds Into Your Marketing
Strategies

• Jim Goldstein
• Sr. Manager Web Strategy

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Informatica at a Glance
Fast Facts

• Market share leader (Gartner Dataquest)
• Customers 2,700
• 83 of Fortune 100
• 80 of Dow Jones
• Government organizations in 20 countries

• Founded 1993
• Headquarters Redwood City, California
• Employees 1,200
• Offices North and South America, Europe, Asia
  Pacific
• Revenue 267 million (2005)

Our Singular Focus
Data Integration Products and Services
Our Mission
Be the clear leader in data integration by
enabling customers to gain the most business
value from all their data assets
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Informatica Goals Challenges

• Improve Customer Relationships
• Refocus Marketing Efforts- Thought Leadership-
  Product Releases / Updates
• Minimize Tendency to Over Email Customers

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RSS Delivering Content Worthy of
Subscribing

• What is RSS?
• Pure Simple A Subscription Mechanism
• Technically Speaking Structured XML
• The Future of RSShttp//www.readwriteweb.com/arch
  ives/the_future_of_rss.php
• RSS Readers The Other Half of the Picture
• FeedDemon, Google Reader, MyYahoo, BlogLines.com,
  and numerous browsers (IE7, Firefox, Safari),
  etc.
• 1 Benefit Mechanism of Digesting A Lot Of
  Information
• Syndication Spreading Your Net
• Google, Feedburner, syndic8, etc.

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Is RSS Right For Your Audience

• Viewer Types
• Viewer Goals
• Technology Comfort Familiarity

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Looking Inward
Evaluate Your Company Culture Department /
Author Reliability

• Tendencies
• Strengths
• Weaknesses

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Technologies Marketing Approach

• Lead Generation
• Micro-sites
• Registration pages
• List Building/Buying
• Outbound
• Email Blasts
• Newsletter
• etc.

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The Corporate Dilemma
Balancing The Needs Of The Many

• Number of Groups, Teams, Messages, etc.
• Number of Email Hitting Customers
• Negative Impact

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The Challenge

• Abuse Behavior vs. Technology
• Developing A Plan To More Intelligently Market
• Building Expanding Audience

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New Goals

• Showcase Industry Expertise Leadership
• Develop Trust and Relationships with Readers
• Foster Dialogue
• Provide Easy Intuitive Access to Information
  High Value Content Lead Generation Programs
• Search Engine Optimization (SEO)
• Cost Savings By Building High Value Lists From
  RSS Subscription Conversion

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The Mechanism

• Blogs - Driving viewers to value rich content
• Comments Enabled- Facilitating dialog return
  visits
• RSS- Pushing updates to high value contacts and
  leads in an effort to drive return visits
• Solid Blog Design Template- Optimize content
  placement RSS link
• Syndicate RSS Feeds

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The Transition

• Supporting Old Ways
• Minimizing Reliance on Email
• Newsletter
• Marketing New Blogs / RSS
• Site Optimization
• Optimized Blog Templates
• Communication / Opt-Out Refinement Announcement
• Return On Blog (ROB)
• In-House Metrics
• Feedburner Subscription Metrics
• Converting RSS Subscribers To Leads

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Gotchas

• Legal
• Corporate Policies
• Corporate Culture
• Review Processes (PR, IR Legal)Material
  Nonpublic Information
• IT
• General Knowledge
• Security
• Policies

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Gotchas II

• Marketing
• Writing for the Web and RSS
• Covering Everyones Needs
• Localization Foreign Authors
• Logistics
• Well Architected RSS Feeds Controlling Them
  Tightly
• Recognizing Where This Model Doesnt Fit
• After the Party Organizational Follow Through
  Ownership

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Initial Results

• Raised Internal Awareness
• Launched Four (4) Blogs Podcast Feed
• Curbing Bad Behavior
• Cutting Outbound Email by 50
• Growing RSS Subscriber Base
• Syndication, Events, User Meeting, Press Release,
  Press Partnerships, etc.
• Converting RSS Subscribers To Leads
• Metrics
• Blog / Event Tie-In
• Business Impacts
• Internal Policies
• Acquisitions

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The Road To The Future

• Keeping Close Tabs on the Here Now
• Eye On New Technology Developments
• Expand Corporate Identity Voice
• Expand As Appropriate Through Social Media
• Educating The Organization
• Nurture Expand Customer Interaction
• And

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Its All Down Hill From Here?
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Questions
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Thank You