Google Reader – the shunned social community


Unlike my usual “where’s the catch” outlook when faced with Google+ or Facebook changes, my initial reaction was positive when the news came out that Google Reader was getting updated. Reader was getting a new design and being brought closer together with Google+, sounds good.

Image of Tweet relating to Google Reader Changes

Image of Welcome to new Google Reader

However I’m not an expert Reader user; yes I’ll visit it regularly during the week and I couldn’t manage to scan read or store the amount of information that I do using another tool. It is the easiest way I know to scan read and store lots of information from many blogs and feeds, my on line library of all manner of articles from arts & craft through to anti-spam measures.

My initial, “ah that makes sense getting to integrate Google+ for sharing”, gave way to “doh! there’s the catch” and then “oh darn it, that sucks” when I realised that:

  • the sharing activities like friending, following and sharing were going to be “retired”
  • there was a whole world of communities sharing news and stories via Google Reader 
  • for countries like where social networks are banned, Reader was essentially a news feed and social network

So basically, as described by Google Operating System

Image of blog post describing Google Reader changes

Having now read more articles about Google Reader, I understand the value that users gained from Reader and appreciate why so many are upset at these changes. Thanks goes to Sarah Perez from TechCrunch, it was your article that got me reading more about the reaction to the planned changes. 

What is harder to understand is why Google is forcing sharing through Google+. Yes Google wants to focus on fewer areas but how does shutting down sharing help that, or is this the first step in “retiring” the Reader? It’s worth noting at this point that I’m not even going to talk about the new design, (it’s going to take some getting used to, and I miss the colours), so I’m including this link to a review by Brian Shih, ex-PM on Google Reader. Check out the updated and comments at the end of the article to see how to share via Google+ without publicly +1-ing everything.

Google made it clear from the first announcement that they expected losses as some may not want to continue with the Product and flagged that they would be extending the Reader’s export feature; allowing users to take their data with them. But I’ve realised that Google has missed the point: these users have years of experience invested in using Google Reader and the sharing networks/communities that they have helped grow…and more importantly, these users don’t want to go and are taking action.

Some are marching to occupy Google Reader, some are looking at other readers, Francis Cleary is creating HiveMined (an RSS feed with some social bits) and the rest of us are are looking at the best ways to share both via and avoiding Google+.


I’ve also joined the 14,000+ who’ve signed the Save Google Reader Petition.

 

**If you are trying to work out how to find your previously shared items – check out Alex Chitu’s post**

Search Engines Not Indexing Your FeedBurner Feed?

If you’re a FeedBurner user, you may have had some issues with your feeds in the last couple of weeks. This includes issues with displaying your feed in addition to getting accurate subscriber numbers from FeedBurner.

However, have you also had issues with your feed’s URL being indexed in Google at all? I am not sure why I didn’t catch this before but if you login to your FeedBurner account >> go to publicize >> then go the very last link on the bottom left titled: “No Index.” By default, “Indicate that your feed should not be indexed by search engines” is checked and therefore your Feed will not be indexed in any Search Engine.

One thing you should consider before changing this default option is whether your content is updated frequently enough so that you don’t trip any duplicate content filters (between your blog and your FeedBurner feed). You should also consider the number of items you display on your blog’s home page vs. your feed – this may also get you into some duplicate content issues if they are too alike. However if you post unique content and you post often, you shouldn’t have too much trouble.


Pheedo Announces Distributed Content Advertising Analytics

Pheedo, pioneering distributed media monetization, now measures news feed (RSS) user behavior for advertisers distributing content through social media properties including facebook and MySpace; websites of many top publishers and high ranking blogs. The FeedPowered Analytics Dashboard™ delivers comprehensive intelligence about where an advertiser’s content is consumed, active user analysis including user engagement levels, and pass-along rates. The technology provides advertisers with a deep inside look at the behavior trends of active users consuming news feeds; creating a standard in Social Media analytics and measurable ROI on advertising spend.

“As the ecosystem of media consumption points on the Net broadens, advertisers will come to expect that they can measure their distributed media campaigns including video, podcasts, press releases, whitepapers and more through any online real estate; widget, blog or website,” states Bill Flitter, CEO of Pheedo. “This is an important next step for distributed content advertising to evolve. RSS has already proven that it can exponentially change the way ad content is distributed and consumed. Now that same ad content can be tracked anywhere, at any time with distributed analytics technology from Pheedo.”

Advertisers can rely on Pheedo’s advanced on-demand FeedPoweredÔ Analytics Dashboard to gain a deeper understanding of user behavior including post-campaign activity. Features of the

Dashboard include:

  • Active User Analysis – Track the number of feed subscribers and feed subscription growth trends.
  • Content Engagement – Track the number of views and clicks on editorial items. Determine which content is most popular with your readers. Track interaction rates to Social Media outlets like Digg, Reddit and Facebook.
  • Advertising Stats – Monitor ad impressions, clicks and CTR on feed content ads.
  • Social Media Distribution – Understand the consumption points readers are using to consume the content.
  • RSS Subscription Page Optimization – Page dedicated and optimized to increase RSS subscribers
  • Subscription Options – Enable readers to subscribe to RSS feeds via email. RSS/Email subscribers and actions are tracked.
  • Feed Management API – Create and update settings on Pheedo managed feeds via API.

“Pheedo allows us to provide our clients with a highly effective new marketing vehicle within a distributed media environment,” said Howard J. Sewell, President of Connect Direct Inc. “The Pheedo platform provides a unique engagement map that enables our clients to interact with prospects, customers and partners in a more meaningful dialogue within a social media setting. We can track new subscriptions to our clients feeds and follow the activity of those subscribers, gaining a clear measurement of the impact from our clients’ advertising spend, an impact that will continue to resonate well beyond the initial response.”

Gawker Media Leverages Pheedo for 300% Growth in RSS Advertising

Pheedo, today announced that Gawker Media, publisher of several of the web’s most popular media properties including Gizmodo and Lifehacker, experienced more than 300 percent growth in RSS advertising revenue in the first quarter of 2008.

“Gawker Media has always made full content feeds available from the beginning, believing that the RSS channel was a valuable and under-levered distribution channel for marketing our content,” stated Christopher P. Batty, Vice President of Sales of Gawker Media. “As such, we’re highly committed to helping our marketing partners reach our readers thusly.”

According to a recent study from Universal McCann, RSS use is exploding, growing faster than all other key social media platforms, including social networking and video sharing. According to the study, the number of RSS users jumped 153% between June 2007 and March 2008.

“Publishers today recognize that their content is increasingly consumed away from their website by their most loyal, dedicated readers,” said Bill Flitter, CEO and Founder of Pheedo. “We work with premium publications, like Gawker Media, to maximize the enormous revenue opportunity in their RSS traffic.”

Serving over 1 billion monthly impressions, and realizing over 600 percent annual growth, Pheedo is uniquely positioned to help premium publishers monetize the surge in RSS usage. Pheedo’s CPM-based advertising solution connects premium publishers with a large audience of active RSS readers – and provides visibility into the ways readers interact with and consume publishers’ feeds.

“We know the RSS feed business and how to service premium publishers and advertisers personally and responsively,” said Flitter. “Not all companies can provide that hands-on level of service and technology expertise, including a choice of premium ads with CPMs that best fit their audience.”

“Outsourcing the RSS feed monetization scheme made more sense than having our sales people focus on it,” said Erin Pettigrew, Ad Operations and Research Manager at Gawker. “In the first quarter we saw tremendous growth after the Pheedo implementation. Pheedo was the best solution when we needed it the most.”

Interview with Pheedo CEO – Bill Flitter

Earlier this week I was able to catch up with the CEO/Founder of Pheedo, Bill Flitter, to get his thoughts on RSS, Advertising within RSS, best practices for feeds and how to leverage Pheedo in relation to RSS. Here’s how our conversation went:

[Manoj]: Can you start by giving me some background on yourself

[Bill]: I am the founder and CEO of Pheedo and a serial entrepreneur. Prior to Pheedo, I founded Email Shopping Network and directed its sales and marketing activities until its acquisition by eUniverse in 2002. I enjoy helping early stage companies navigate the start-up phase and have helped many start-ups develop innovative products and services. It is a true passion.

My father was an entrepreneur so I get that spirit from him. I grew up on the largest dairy farm in WI in the 70s. My dad was the last of the farmers in the Flitter family and I am first of the Flitters making their stake on a new crop of land online. So, I don’t look at myself as a typical Silicon Valley CEO. My Midwestern background gives me the advantage of looking at the World differently.

When I am not working, my family is my focus. It brings me great joy coaching my son’s t-ball team or chasing my daughter around the yard.

[Manoj]: Why should an organization leverage RSS?

[Bill]: RSS has gone under the radar since its mass introduction in 2005. It’s often surprising to people the actual volume of content consumed via RSS.

According to a recent study from Universal McCann, RSS use is exploding, growing faster than all other key social media platforms, including social networking and video sharing. According to the study, the number of RSS users jumped 153% between June 2007 and March 2008.

Additional stats to consider

  • 56% of online consumers use RSS feeds, although only 19% knowingly subscribed to them
  • 60% of RSS users read them at least once a week and actively customize their start pages using RSS feeds and other widgets

[Manoj]: Why is RSS such a hot topic again?

[Bill]: Aggregation is really the hot topic. Much of what makes aggregation happen is RSS. One contributing factor is the growth of facebook. Facebook has made aggregation available to the masses. They make it really easy for me to aggregate my friends’ activities and pull in content from other sources. They don’t call it RSS, but RSS is behind the scenes on many social media applications doing the heavy lifting.

Additionally, you cannot ignore the growth of start-pages like Netvibes or lifestreaming applications like Friendfeed. All these services are making it easy to aggregate content to create a custom content experience.

RSS is giving people the freedom to create their own content consumption experience. They can snack from various content sources streaming into whatever environment they want.

It might mean the end of the homepage. However, RSS is like search. It has the ability to drive users deep into a site while bypassing the homepage.

[Manoj]: Do you have any tips or best practices for getting the most out of RSS (subscribers, setup, etc…)

[Bill]: We strongly believe in creating active subscribers. Sounds obvious, right? However, the standard measure to date has been around how many subscribers you have to your feed. Your goal as a publisher should be placed on how to create active users. As the uptake in RSS skyrockets, Publishers will be forced to create a revenue stream from content leaving their site. Active subscribers create impressions and impressions create revenue.

My advice is this. Focus on the creating active subscribers

  1. Study when users are most engaged with you content and deliver your feeds at that precise moment. Understand what they are reading and deliver more of that, measure, measure, measure.
  2. Give users more to do with your feed content than just click through. You never know your reader’s frame of mind at the time they are reading your content in a feed. So give them options to email to a friend, bookmark, search for more on the topic, etc, anything that will keep users engaged with your feed content.
  3. And the obvious, create great original content. If you are a publisher or an advertiser, creating compelling content is they key to enjoying the benefits of highly-engaged users.

Bonus: If you are a publisher, have a revenue strategy thought-out before scaling your feeds.

[Manoj]: Why is RSS a good option for advertising?

[Bill]: RSS represents the most loyal engaged users of a publisher’s content. They have opted in to receive content and chosen to stay connected to a specific publisher.

  1. Active users: consume 20 feeds on average, visit their feed reader 3 times per day and stay for 20 minutes each session.
  2. Opt-in medium: RSS provides a much-needed supplement to email. SPAM, phishing and federal laws have made customer communications and marketing via email very difficult for companies, even when the customer has opted-in to the content. RSS is, in many ways, a clean channel and it gives the consumer complete control over the content they receive.
  3. Effective. RSS is a hybrid of online advertising, newsletter sponsorships, and content syndication, RSS advertising shows great promise of being a highly effective, targeted vehicle for driving traffic and leads from an audience that is influential, active online, and responsive. Our high-repeat returning advertiser rate is the key indictor if RSS is effective.

[Manoj]: Can you explain how Pheedo fits in?

[Bill]: Our mission has stayed the same since 2005 – to create new kinds of profit driven advertising services through syndicated content, like RSS, for our premium publishers and advertisers. Pheedo delivers revenue and analytics to premium publishers of syndicated content while providing a brand safe environment to advertisers.

Pheedo helps to unravel the mystery behind RSS. It provides premium publishers with insight into how their RSS content is performing, delivers a better picture of the ROI of feed content, and ultimately aids in the growth of the feeds. Pheedo’s breadth of premium publisher categories helps advertisers specifically reach the audience that will generate the highest rate of quality clicks and achieve the highest ROI on their ad spend.

Robert Scoble on Sifting through Feeds

I watched a very interesting video on the Google Reader blog where Robert Scoble takes viewers through his process of going through his Google Reader (which contains hundreds of feeds).

In the video, Robert Scoble talks about specific things he looks for while “shuffling” through the array of feeds in his reader. The items he mentioned were custom to his thought process however, many can cross over to a multitude of different users:

  • The article headline in which he scans for keywords.
  • Graphics – Scoble mentions that images slow his scanning process down and this is how TechCrunch became popular, by introducing an image into each post.
  • Number of Links – Scoble addresses links as “information density” and the number of links is related to the amount of research the author has done.
  • Author – Scoble gives higher credibility to authors he knows vs. any “Joe Smith.”
  • Body Content - Factors such as content length and keyword density are important for this item.

Robert Scoble apparently checks his feed once or twice a day, so what does he really find interesting? Here are some things you can write about which might cause him to give your blog a second look:

  • Technology which is dramatically new
  • The Video Space
  • Google vs. Microsoft
  • Anything Apple related
  • Battlefronts such as Microsoft Silverlight vs. Adobe flash

Check out the video for yourself: http://www.viddler.com/explore/masterlock77/videos/1/