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A presentation of the concept of Active RSS Engagement dealing with a solution of integrated online communication. It relies on the principle of internet intermodality and dynamic advertisements.
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How to deliver a relevant and updated message to the target audience
The Active RSS Engagement
Razvan SaftescoDigital Account Manager
+44 (0)207 237 5452
As presented at the Paris 2.0 conference
on 24/09/2009
1. The “opt-in” principle of RSS feeds
2. Why it is relevant to communicate within RSS feeds
3. Internet and intermodality: how to engage the target audience
4. Case studies
Agenda
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1. The “opt-in” principle of RSS feeds
2. Why it is relevant to communicate within RSS feeds
3. Internet and intermodality: how to engage the target audience
4. Case studies
Agenda
3
What is an RSS Feed ?
Really Simple Syndication
OPT IN
Users subscribe to RSS feeds as they want:
- to control / organise the contents which they deem interesting - to have access to the information where and when they decide - to have quality contents from trusted websites - to have a swift access to the information without going to the websites - to GAIN TIME.
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News provider format: RSS feeds enable internet users to receive the latest and updated information in real time from an online publication.
Internet Explorer 7iGoogle
Consumers crave for control over their media
… and resort to the technology that would enable them to exert this control RSS feeds
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RSS subscription via IE7 (1)
Step 1:Click on the feed you want to subscribe to
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RSS subscription via IE7 (2)
Step 2:Click on„Subscribe to this feed“
Result:You have now subscribed to this feed.
It is now listed close to your Favourites.
The updated content will be saved on automatically.
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RSS subscription via IE7 (3)
33% of RSS users spend 50+ min/day within the RSS content environment
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Who are these RSS subscribers?
same sociodemographic pattern as that of the website visitors
80% professionals
76% high incomes
72% careerists
60% early adopters
1. The “opt-in” principle of RSS feeds
2. Why it is relevant to communicate within RSS feeds
3. Internet and intermodality: how to engage the target audience
4. Case studies
Agenda
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RSS Feeds are a privileged medium
- RSS feeds now widely developed around the world
- 92% of Premium publishers produce content within their RSS feeds
- “opt in” principle; the content is relevant to the users as they subscribe to it
~ newsletter
- privileged and exclusive environment, to whom the users devote all their attention
- high targeting possibilities: RSS feed/ keyword (contextual)/ IP addresses (country, town, etc) / time - Click-trough-rate between 0.2 and 0.8%
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RSS feeds and smartphones: a solution for mobile advertising
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1. The “opt-in” principle of RSS feeds
2. Why it is relevant to communicate within RSS feeds
3. Internet and intermodality: how to engage the target audience
4. Case studies
Agenda
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RSS Active Engagement solution of integrated online communication
Engage the target audience with multichannel communication
- goal: to deliver relevant and updated content to the target audience
- dynamic advertisements containing the latest titles of corporate RSS feeds / Twitter feeds / Youtube feeds
- contextual insertion of these advertisements in particular RSS feeds by keywords
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How IBM communicate on their RSS feeds …
The RSS content appears in a dynamic
advertisement
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... within the feeds of Premium publishers
CTR = 0.38%
Step 1:Click on the advert
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You are now redirected to an IBM RSS feed and can subscribe to it!
Creation of an RSS subscriber base
Etape 2:Click on the article you want to read
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You are now redirected to the full article.
The advertisement responds to the interest of the target audience
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Contextual dynamic advertising
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Keyword: “server”
in the RSS feed to whom the target audience subscribes to.
Intermodality on the internet: the e-intermodality
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The advert can also redirect to a Twitter RSS feed …
… then to the Twitter page …
Redirection to the IBM Twitter page
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Redirection to the Youtube page
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… or to the Youtube page via its RSS feed …
... to finally land on the IBM website.
Destination: IBM website
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See what articles your RSS subscribers read the most
Mediafed Metrics
ABCe ratificatio
n
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1. The “opt-in” principle of RSS feeds
2. Why it is relevant to communicate within RSS feeds
3. Internet and intermodality: how to engage the target audience
4. Case studies
Agenda
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Case Study IBM: CreativesGermany
Italy
France
Russia
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IBM Objectives:
B2B campaign. IBM is targeting IT Managers and Decision Makers in order to generate demand via their Business Partners for IBM Express Seller products and services.
Why the RSS channel?
RSS is an innovative way to reach IT managers and decision makers who are difficult to reach in other ways.
We can target this audience via the RSS channel in the main European markets (France, UK, Germany, Italy and Russia).
Results
CTR was between 0.2 and 0.4% depending on the market. Good results for a medium which currently cannot use flash or videos. *
*Case Study performed in Spring 2009; Mediafed now also offers Flash and Video Creatives.
Case Study IBM: Achievements
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Case Study_London Business School
Keyword: “Business School”
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“We have used Mediafed marketing to great success for London Business School. The client has been achieving an average click through rate of 0.50% which is over 100% higher than other online display marketing we have worked with. The average cost per click has come in at under £3 which compares favourably with the other display online media deployed. The recent success has meant that we are now using RSS Feed marketing as an integral part of our media marketing activity for London Business School.” “Clare Foster, Gyro International”
Case Study_London Business School
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