1 Incorporating RSS Feeds Into Your Marketing Strategies Jim Goldstein Sr. Manager Web Strategy

2 Informatica at a Glance Founded: 1993 Headquarters: Redwood City, California Employees:1,200+ Offices:North and South America, Europe, Asia Pacific Revenue:$267 million (2005) Fast Facts Market share leader (Gartner Dataquest) Customers:2, of Fortune %+ of Dow Jones Government organizations in 20 countries Our Mission Be the clear leader in data integration by enabling customers to gain the most business value from all their data assets Our Singular Focus Data Integration Products and Services

3 Informatica Goals & Challenges Improve Customer Relationships Refocus Marketing Efforts - Thought Leadership - Product Releases / Updates Minimize Tendency to Over Customers

4 RSS: Delivering Content Worthy of Subscribing What is RSS? Pure & Simple A Subscription Mechanism Technically Speaking Structured XML The Future of RSS RSS Readers: The Other Half of the Picture FeedDemon, Google Reader, MyYahoo, BlogLines.com, and numerous browsers (IE7, Firefox, Safari), etc. #1 Benefit: Mechanism of Digesting A Lot Of Information Syndication: Spreading Your Net Google, Feedburner, syndic8, etc.

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6 Is RSS Right For Your Audience Viewer Types Viewer Goals Technology Comfort & Familiarity

7 Looking Inward Tendencies Strengths Weaknesses Evaluate Your Company Culture & Department / Author Reliability

8 Technologies & Marketing Approach Lead Generation Micro-sites Registration pages List Building/Buying Outbound Blasts Newsletter etc.

9 The Corporate Dilemma Number of Groups, Teams, Messages, etc. Number of Hitting Customers Negative Impact Balancing The Needs Of The Many

10 The Challenge Abuse: Behavior vs. Technology Developing A Plan To More Intelligently Market Building & Expanding Audience

11 New Goals Showcase Industry Expertise & Leadership Develop Trust and Relationships with Readers Foster Dialogue Provide Easy & Intuitive Access to Information: High Value Content & Lead Generation Programs Search Engine Optimization (SEO) Cost Savings By Building High Value Lists From RSS Subscription Conversion

12 The Mechanism Blogs - Driving viewers to value rich content Comments Enabled - Facilitating dialog & return visits RSS - Pushing updates to high value contacts and leads in an effort to drive return visits Solid Blog Design Template - Optimize content placement & RSS link Syndicate RSS Feeds

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14 The Transition Supporting Old Ways Minimizing Reliance on Newsletter Marketing New Blogs / RSS Site Optimization Optimized Blog Templates Communication / Opt-Out Refinement Announcement Return On Blog (ROB) In-House Metrics Feedburner Subscription Metrics Converting RSS Subscribers To Leads

15 Gotchas Legal Corporate Policies Corporate Culture Review Processes (PR, IR & Legal) “Material Nonpublic Information” IT General Knowledge Security Policies

16 Gotchas II Marketing Writing for the Web and RSS Covering Everyone’s Needs Localization & Foreign Authors Logistics Well Architected RSS Feeds & Controlling Them Tightly Recognizing Where This Model Doesn’t Fit “After the Party” Organizational Follow Through & Ownership

17 Initial Results Raised Internal Awareness Launched Four (4) Blogs & Podcast Feed Curbing Bad Behavior Cutting Outbound by ~50% Growing RSS Subscriber Base Syndication, Events, User Meeting, Press Release, Press Partnerships, etc. Converting RSS Subscribers To Leads Metrics Blog / Event Tie-In Business Impacts Internal Policies Acquisitions

18 The Road To The Future Keeping Close Tabs on the Here & Now Eye On New Technology Developments Expand Corporate Identity & Voice Expand As Appropriate Through Social Media Educating The Organization Nurture & Expand Customer Interaction And…

19 It’s All Down Hill From Here?

20 Questions

21 Thank You