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					  RSS Industry & Opportunities:
An Overview for the “Beyond Blogs” Conference




         Brought to you by

               Steve Semelsberger
               Sr. Director, Business Development
               semels@pluck.com
Pluck Introduction

   Launched in 2003
     –   Consumer Web 2.0 services (RSS Readers, FeedFinder, Shadows, Easyjournal, etc.)

     –   Empower publishers to embrace and monetize open content models

   Suites of products & services for online publishers
     –   Content syndication, aggregation and generation

     –   Editorial controls, community management, and site integration

   Founded & run by seasoned industry executives
     –   ex-Spyglass, iChat, Question.com, Motive, Netscape, MTV, Excite, Ask Jeeves

   Funded by Austin Ventures and Mayfield Ventures ($10M)

   Numerous awards, more than 50 partners, including:
RSS is Early but Shows Breakout Potential
 12% of US Internet users are aware of RSS, 4% have knowingly used.
 27% of users consume RSS via portal start pages without realizing it.
                                            - Ipsos 10/05

   Browsers- built-in RSS reading




     Portals- find & subscribe to RSS feeds




                                        Integrated into OS;
                                        also part of Office 12
RSS Aggregator Example (IE Plug-In)
Convenience is Driving RSS Usage
                     Market Overview & Adoption Timing
Sources
Content




                                               ecommerce    Mainstream    Specialty
                     Bloggers   Publishers      Marketers    Marketers    Marketers


                     Digerati   Information    Tech-savvy   Mainstream    Specialty
                                  Junkies        Youth        Online      Markets
                                                            Consumers
                                               Early Tech                Technology
                                               Adopters     Enterprise    Laggards
 Content Consumers




                                                              Users
                                               Enterprise
                                                   IT



                                                                   RSS ADOPTION CURVE

                                We are here…


                                                   TIME
  Early Adopter RSS Marketing Sampler



                                     Cat Chat
 Press Room       Product Info




Product Recalls   Shop Amex       Product Support




 Rental Queue
                   iTunes Lists   Tech. Calendar
Expanding Use of RSS-based Delivery

         Applications                      Content Types
News syndication               Summaries
Blog posts                     Full-text
Transactional info             Enclosures
Customer support               Podcast/MediaRSS (audio, video)
Broadcasts                     Structured content (lists)
Product information            Secured content
Press releases                 Multi-format (RSS X.X, Atom)
Promotions (deals / coupons)
Account information
Notifications/Alerts
                               RSS is growing up fast; along with
Enterprise data
                                complexity for content creators
To Aggregate or Solely be Aggregated?
Editorial Filtering & Mashing Options
                                  User Generated Content Continuum
High


                                                                                      Integrated
User Participation Requirements




                                                                                       Blogging
                                                                                      Community
                                                         User
                                                      Submissions
                                                     (reviews & photos)


                                   Comments
                                        &
                                     Ratings                               User
                                                                          Profiles
                                                                      (activities on site)




        Low
                                               Engagement & Editorial Value                    High
Comments & Ratings
User Submissions
Dynamic User Profiles
Community Blogging
Community Publishing Segments
                                   EXPERTISE                                                   Authority figure writing on their
                                                                                               area of expertise
                                                                          Professional         Examples: Golf pro, elected
                                                                                               official, High School Principal




                                                                                         Individual chronicling a broadly-
                                                                     Aficionado          relevant topic, complementary to
                                                                                         existing news content

   TOPIC FOCUS                                                                           Examples: Entertainment writer,
                                                                                         bar/dining scenester, local
                                                                                         sports fanatic
                                                          Scribe
                                                                      Interested individual chronicling
                                                                      a hyper-local group or topic

                                                                      Examples: Booster club mom,
                                          Observer                    volunteer coordinator, local
                                                                      musician, military spouse
               Journaler/Diarist
                                           Interested individual portending
                                           opinion and commentary on a
        Individual chronicling everyday    topic of local, national or
        life                               international relevance

        Examples: Students, Parents        Examples: Political junkies,
                                           activists, concerned parent
   Content Relevancy Patterns by Segments

CONTENT RELEVANCE
                               Events, controversy, major stories




    Publisher

Professionals,
  Aficionados




  Journalers,
  Observers,
     Scribes

                        TIME
Community Management




Search, Review Community
                           Blog Entry Review
                                              Case Study

   300K registered users, ~1M Uvs/mo.
   Community blogging went live in Sept.
     –   Initially launched around major events - music
         festival and sports
     –   Two sites - Statesman.com & Austin360.com
     –   Four tiers of bloggers: staff, official, featured
         and community
     –   One month later: hundreds of bloggers,
         creating 1000s of new pages, increasing time
         on site, enhancing editorial
   Business case based on:
     –   Increased registrations
     –   New ad/sponsorship inventory
     –   Increased page views
   Next: my.statesman.com
     –   Open news personalization/aggregation service
         based on RSS
     –   Launching late Q4/early Q1
User Generated Content Summary

                      Easy-to-Use
                       Publishing
                      Environment


                      RSS/XML
                    Content Models
      Intelligent                     Powerful
       Content                       Community
     Integration                     Management
 RSS Powers the “New News” Experience

Traditional Online News                                     Online News 2.0

 Traditional Story-Based   Select/Render External Sources   Full Editorial Control of
          CMS              Select/Render Internal Sources   Aggregated Headlines



                               News Personalization
                                                            Personalized News from
 Paper Adapted to Web                                        Publisher and External
                                 Source Discovery
                                                                    Sources


                                Internal Syndication        Content from Sister and
  “Islands” of Content
                                External Syndication          Partner Properties



     Limited Reader             Integrated Blogging          Community and User
      Participation         Feedback and Contributions           Content



  Blogs in a Separate         Integrated Blog Streams
                                                              Citizen Journalism
         World                Niche/Specialty Content
       Thank You


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posted:2/13/2010
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