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11.07.05
Blogging Enterprise Consensus: RSS Is Plumbing
 By
Steve Rubel
Here are my notes from a panel on the enterprise use of RSS, from the Blogging
Enterprise conference.
The main takeaway is that RSS is really going away because it will simply become
plumbing like SMTP.
Partcipants:
Sachi
Gahan, CenterPoint Ventures (moderator)
Matt
Mullenwegg, CEO & Founder, WordPress
Greg
Reinacker, CTO & Founder, Newsgator
Stuart
Watson, Founder, Syndicate IQ
Charlie
Wood, Principal, Spanning Partners
* Sachi says there are four considerations for building enterprise RSS ecosystems:
produce (e.g. what content to produce), managing/marketing the content, the experience,
analyzing the results - e.g. making sure the end customers are responding.
* Sachi asks for a definition of RSS. The group is slow to respond, prompting
her to say "Bueller, Buelller." Reinacker jumps in and says that "RSS is plumbing."
His point is that no one will care about RSS in the future because it will be
embedded in other services.
* Reinacker talks about how the Pinto brand eroded during the 1970s and compares
it to the Kryptonite bike lock episode. Now a brand is destroyed in a matter of
days. "Going to Google isn't going to cut it...When something that dramatic happens
at 2:00 wouldn't you want to know about it at 2:15?" Greg, why not 2:01?
* Several of the panelists say they're in the "Kingdom
of Greg" when they are asked what reader they use. Now that's an interesting
phrase. Greg is the new Google?
* Mullenweg is asked what should people be looking for in an authoring tool. Matt
says that he's going to let us in on a secret: "blogging is a trick to get all
of (corporate) web sites to stop sucking." Good sound-bite Matt! He says to have
a tech guy install them all in the enterprise to try them out.
* Sachi says inability to measure results is slowing corporate adoption. Watson
recommends using the Web analytics package to monitor clickbacks. More tools will
come along for RSS.
* Wood says when thinking about RSS in the enterprise, think about information
that will keep you up to date.
* Sachi asks what other areas in the enterprise should be RSS enabled. Watson
advises launching corporate portals using RSS to track industries. Mullenweg disagrees.
Says been there, done that. He says add value - e.g. commentary, not just links.
"People want filters. Save people time." Reinacker sees RSS as a replacement for
mailing lists, to generating feeds out of the collaboration system.
* Sachi: where is enterprise RSS heading in two years? Reinacker: RSS and all
of the acronyms will disappear. Just like SMTP. He sees a future in subscription
based content on internal corporate portals that follows you around. Wood says
RSS is going to disappear. Tools for subscribing will be ubiquitous, while niche
dedicated tools crop up that are RSS-enabled, e.g. widgets.
* What about Google and Microsoft: "Google, Yahoo and Microsoft create a market
for this stuff. People subscribe to content and they're not worried about RSS.
For Newsgator, it's great that we provide toools that go above an beyond what
Microsoft does." Mullenweg says that Yahoo Mail and Hotmail have hundreds of users,
yet there's still a market for email products.
About the Author:
Steve
Rubel is a PR strategist with nearly 15 years of public relations, marketing,
journalism and communications experience. He currently serves as Vice President,
Client Services at CooperKatz & Company, a mid-size PR firm in midtown New York
City. Rubel evangelizes the application of Weblogs and RSS in traditional public
relations campaigns. |
