Blogs and Feeds

Slashdot Survey Shows RSS Usage to Increase

Slashdot, the wellknown technology Web site, commissioned a survey of readers of its RSS (Really Simple Syndication or Rich Site Summary) feed to determine how Slashdot readers are using RSS technology now their future plans. In sharp contrast to the DM news study profiled Making RSS Adoption Simple yesterday, Slashdot reports:

--  73% will increase their use of RSS feeds in the next year.
--  Most users received their feeds through a Web-based RSS syndication service but many users do not use traditional methods to read their feeds, instead relying on mobile and other devices to obtain their feeds.
--  Receiving feeds through mobile units such as cell phones, SMS messaging, voice mail, WAP or portable audio players will increase.
--  Technology will improve as RSS use increases, making RSS feeds easier for users to read and for publishers to deliver.

It should be noted that Slashdot readers are IT savvy and represent a audience that is on the cutting edge. As noted in the Making RSS Adoption Simple, it is my belief that RSS use will expand as awareness of its power and what it takes for successful implementation improves. Along with adoption will be a greater cry for more robust tracking and measurement tools. Here will be another challenge.

Making RSS Adoption Simple

According to DM News today "a new report from JupiterResearch claims RSS will not have a significant effect as a supplemental alternative to e-mail marketing." The analysts writing the report note that many marketers remain skeptical about using RSS to supplement their email marketing content.

A recent survey by the analysts shows that "45 percent of marketers have no plans to deploy RSS to supplement e-mail, and only 5 percent currently do so." David Daniels, from JupiterResearch, notes "it [RSS] is more consumer friendly and it won't become truly marketer friendly until more consumers realize the convenience of it and begin to use RSS." No truer words have been spoken. As a user and an advocate of RSS, the biggest challenge appears to be demystifying the implementation and articulating the benefits.

Consumer adoption will force both. The report notes that "thirty-five percent of the surveyed marketers have deployed -- or soon will -- RSS because of consumer demand."  Marketers hesitant to join the RSS generation should carefully watch the consumer trends.

DM News notes "Marketers planning to deploy RSS are hesitant. The main challenge for 40 percent of them, they told JupiterResearch, is the lack of resources and experience to deploy, which they can overcome." This speaks to a problem that I have encountered almost continuously for the past 10 years. There is a huge gulf between technologists and marketers. I've seen this in search marketing and now witness it in the RSS implementations.

The challenges remain the same, but here is my outline for success:

• Demystify the technology so that non-technical marketers can grasp the power
• Identify or develop tools that are friendly to the non-technical user
• Develop easy-to-implement solutions for use in pilot projects that will demonstrate the value
• Work with vendors for better tracking solutions -- a long range project.

When all of this is done, the market will be ready. 

Searching For RSS Evangelism

Chris Pirillo, the Lockergnome, took his show on location Search Engine Strategies last week. After my session on Blogs and Feeds, I was wandering through the exhibit hall when Chris and his crew caught up with me. It was very noisy and crowded, and since I had never met Chris before, I did not do the math right (2+2=4) and instantly realize that I was speaking to one of the most interesting people in this space. I was thrilled just to be able to speak about my favorite topics -- RSS, blogs and marketing. It was only after the interview that I realized who had conducted it. How utterly embarrassing.

I am extremely flattered by Chris' assessment of my session -- "she offered some of the best RSS evangelism seen in the four days of seminars at SES." It is a message that I am happy to deliver in any venue where there are ready listeners. Here is where to find the interview entitled Searching For RSS Evangelism.

Thanks, Chris! I'll never fail to recognize you again.

Pew Internet Shows Slow Adoption of RSS

The Pew Internet and American Life Project report on the State of Blogging, reports at this time that only 5% of Internet users say they use RSS aggregators or XML readers to get news and other information online.

Pew also reports a 58% growth in blog readership (27% of Internet users say they read blogs). In my opinion growth in the usage of RSS tools by the typical Internet user will continue to lag until the value of the tools for managing information is better understood.

Blg writers use RSS to gather information needed to feed their blogs. The typical Internet user does not have this same hunger for news. RSS applications such as Pluck that through its Persistent Perches allows auction purchasers to monitor price changes will make the value of RSS accessible to more typical users of the Internet.

I eagerly look forward to seeing the next set of stats on the growth of adoption of RSS.