RSS Syndicating Your ThoughtsSyndicating Your Thoughts

Create Influenc

ffA Social Media Evolution

Wh t’ N t?Jeffrey StewartPartner, CTO

> What’s Next?Phone: 815.262.7252Fax: 815.962.2189stew@trekk.com

It’s about Integration, Conversations and Influence

www.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn com/in/jeffreyastewartand InfluenceLinkedIn.com/in/jeffreyastewart

Today’s menuToday s menu

• RSS – WTF?RSS  WTF?

• Tools of the Trade

Sh i lf• Sharing Yourself

• You are a Brand of 1

• Plug into the Pulse

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

RSS - WTF?

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 publishingor 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 ystandardized XML file format allows the information to be published once and viewed by many different programs.

http://en.wikipedia.org/wiki/Rss

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 languagelanguages.[1] It is classified as an extensible language, because it allows the user to define the mark‐up elements. XML's purpose is to aid information systems e e e ts s pu pose s to a d o at o syste sin 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

S it t dSo its computer code…

Can I see some?

Tools of the TradeTools of the Trade

• RSS GeneratorsRSS Generators

• RSS Readers• RSS Readers

• RSS Feeds

• Bookmark Sharing 

ReadersReaders

SharingSharing

RSS

RSS

RSS

Now What? Now What?

Post and Pray?

Or learn some new rules?

Changing the Way You Think About the Rules…

The more things change… The more they stay the same.

Some rules are universal. 

How you influence and how you are influenced are some ofinfluenced are some of them

So what is different?So what is different?

Everything is MiscellaneousEverything is Miscellaneous

The Power of the New Digital Di dDisorder

@dweinberger

The Long TailThe Long Tail

@chr1sa

The NumeratiThe Numerati

"Doritos munchers, bikers for Obama, MINI Coooperenthusiasts Once [J D Power] hasenthusiasts. Once [J.D. Power] has sorted bloggers into tribes, it can start digging for correlations between tribes and products."

@stevebaker

TribesTribes

We Need You to Lead Us

You can’t have a tribe without a leader – and you

@ThisIsSethsBlogleader  and you can’t be a leader without a tribe

b iHumans beings can’t help it: we need to belong

Create Buzz and Influence your Tribe(s)With structured content and RSS

•PollinationBookmarksCross‐Links

•Search EnginesMeta‐DataMeta DataKeywords

•Social SearchBookmarksBookmarksRefer a Friend

•Semantic SearchStructuresMicrofomats

Re‐Meme‐ber Me?Re Meme ber Me?

A meme (pronounced /ˈmiːm/, rhyming with "cream"[1]), is a postulated unit or element of culturalideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or other imitable phenomenaother imitable phenomena.

People Want RelationshipsPeople Want Relationships with People…Not Brandsp

You Are a Brand of 1You Are a Brand of 1

Brand management is the application of marketingtechniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to theIt 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

Your Posts – Your BrandYour Posts  Your Brand

Eight Twitter Personality Types

• The Entertainer. • The Self Promoter

• The Messenger.

• The Tour Guide.

• The Twit.

• The Needy.

• The Navel Gazer. • The Celebrity.

http://www.macobserver.com/tmo/features/rss/john_martellaros_blog/

Trading Brand Control for ValueTrading Brand Control for Value

• "a whole new generation only knows nothing but this kind of connectedkind of connected communications with other people“ 

• “In the 60’s brands turnedIn the 60 s brands turned to typography to control brand … now they can just do”

• Letting Your Audience Co‐CreateTechnorati’s Peter  Hirshberg

Plug into the PulsePlug into the Pulse

Influence and ChangeInfluence 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

”If you dislike change, ' i di likyou're going to dislike 

irrelevance even ”more.”

Gen Eric K ShinsekiGen. Eric K. Shinseki, US Army (Ret.)