Blog, Podcast and Wiki Boot Camp

In the last eight years, the online population in Asia has grown more that 400 percent to over 578 million people, and it continues to grow.  Right now, the Asian online community is larger than that of any other geographic region.  When it comes to blogs, podcasts and wikis, Asian markets are leading the way in terms of participation, creating more content than any other region.  Of the 184 million bloggers worldwide, 42 million of them are in China, more than the US and Europe combined.

Find out why and how blogging, podcasting, wikis and other forms of user generated content have moved from trends to mainstream, and acquire the strategic and practical knowledge to begin leveraging them for public relations and organizational communications in this exciting, two-day workshop led by renown Public Relations Society of America and U.C.L.A. instructor and new media communications consultant Eric Schwartzman, whose clients include global conglomerates such as Johnson & Johnson, Toyota, City National Bank, and many others.

Schwartzman’s Blog, Podcast and Wiki Boot Camp is designed to give organizational communicators with little to no prior technical experience the strategic tools and applied knowledge they need to begin building awareness, driving traffic, generating leads and closing sales online.

What You’ll Learn
•    How to build awareness, drive traffic, generate leads and close sales with blogs, podcasts and wikis
•    Techniques for leveraging blogs and user generated media to drive positive word of mouth
•    The impact of social media on your organization’s reputation
•    How to identify and reach out to the most influential bloggers in any given category
•    Strategic framework for determining when to blog, when to comment and when to listen
•    Anatomy of the blog, popular blogging platforms and blogger ethics
•    How to handle the dark side of the blogosphere
•    Extending your sphere of influence with podcasts and wikis

Wi-Fi will be provided at the conference venue, so bring your laptop, boot-up, logon and expand your professional knowledge to start capitalizing on the single, greatest opportunity of online PR: SEO for PR.

Course Syllabus (2-day)

DAY ONE
A. Introduction to User Generated Content

    1. Determining when to use new media and when to use social media
    2. Measuring the Impact of social networks in Asia
    3. Blogs, podcasts and wikis for increased organizational transparency 
    4. Empowering authentic online dialogue through blogs, podcasts and wikis
    5. Participating in constructive, two-way conversations via the blogosphere
    6. Why the selflessness is self serving in online social communities
    7. Do you really have to be a passionate, outspoken proponent of a cause to have a successful blog?
    8. Blog Strategy: How to decide what to blog about

B. Realistic PR Objectives of User Generated Content
    1. Building mainstream awareness through user generated content
    2. Driving traffic to your website through user generated content
    3. Achieving influence and stature through user generated content
    4. Propelling positive word of mouth through user generated content
    5. Generating sales leads through user generated content
    6. Closing eCommerce sales online through user generated content

C. Anatomy of the Blog, Blogging and Content Management Platforms
    1. How to select a blog site template
    2. Necessity of permalinks
    3. Automated blog post categorization
    4. Rationale for including blog rolls
    5. Using social search to lead visitors to popular posts
    6. Keys to integrating functional blog site search
    7. How to write community minded blogger bios and “about this blog” descriptions
    8. Touring the popular blogging platforms
        a) Open source software: Word Press
        b) Web 2.0 Solutions: Type Pad and Blogger
    9. Introduction to Content Management Systems
        a) Licensed ISV: Vignette
        b) Licensed Microsoft Application: Sharepoint
        c) Software as a Service: iPressroom
    10.  Blogging Case Studies: Johnson & Johnson, New York Times and Dooce

D. The Practice of Blogger Relations
    1. Applying the craft of community relations to blogger relations
    2. Why the right keywords are an essential component of any blogger relations campaign
    3. Live demos of 5 free online tools for indentifying and targeting bloggers
        a) Google Blog Search
        b) Blog Pulse Conversation Tracker
        c) Technorati Rank
        d) Blog Rolls
        e) Yahoo Site Explorer
    4. Types of Blogs: news, corporate and consumer
    5. How to use relevancy as a strategic compass of your blogger relations campaign
    6. Understanding the rules of engagement for effective blogger relations
    7. Blogger outreach channels: blogs, social networks and Twitter

E.  Group Discussion

DAY TWO

F. Blogging in Practice
    1. Types of Blog Posts: Consumer, Project, Team, Corporate, Ghost, Character, Event, Live, Guest Interview, Reposting, Podcast
    2. How often do you need to blog to be successful
    3. Best ways to get people to comment on your blog posts
    4. Establishing an organizational policy to blogging
    5. Effective procedures for publicizing blog posts
        a) Relevancy
        b) Submitting to Social Bookmarking Sites
        c) Bookmarking your Posts
        d) Social Networks
        e) Twitter
    6. Basic time commitment for maintaining a robust blog

G. Live Demo of 6 Free Online Tools for Measuring the Effectiveness of Your Blogging or Blogger Relations Program
    1. Using Yahoo Site Explorer to measure inbound hyperlinks
    2. Using Feedburner to measure your subscriber base
    3. Using sitemeter which search terms are bringing people to your blog 
    4. Using Rank Checker to measure your blogs Google and Yahoo rank
    5. Using Technorati to measure a blogs authority level
    6. Using Blog Pulse to determine which bloggers are most talked about online

H. Set Up a Blog with the Right Features to Support an Effective Blogging Initiative
    1. How to install advanced features such as:
        a) Auto-translate buttons
        b) E-mail subscription option
        c) Third-party widgets
        d) Automated tag clouds
        e) One-click, integrated social bookmarking
    2. Respecting usability
        a) Acknowledging the importance of user convenience
        b) Applying the laws of intuition to your blog site layout
        c) Ease of use as an overall objective when blogging
    3. Applying search engine optimization to blogging and blogger relations
    4. How to protect your intellectual property rights as a blogger
    5. How to decide which bloggers to engage, and which ones to keep at arms length
    6. The issue of data portability, and why it matters to bloggers

I. Extending Your Online Presence with Podcasts and Wikis
    1.  Leveraging the power of audio and video online through podcasting
        a) Podcasting Overview: who, what, when, where and why
        b) Podcasting Case Studies: Starbucks, Virgin, IBM and more
        c) Podcast Production and Distribution
    2.  Empowering Online Communities with Wikis
        a) Wiki Overview: who, what, when, where and why
        b) Wiki Case Studies: Wikipedia

J.  Overcoming Adoption Challenges to Blogs, Podcasts and Wikis in Organizations

K. Group Discussion 

About the Instructor
New media consultant Eric Schwartzman has taught his New Media PR Boot Camp to thousands of public relations, corporate communications and marketing professionals.  He produces the monthly Meet the Media teleseminar series for the Public Relations Society of America, hosts the award-winning PR podcast On the Record.Online, has created online press rooms for organizations such Target, Whole Foods and UCLA and provides a portfolio of SEO services for PR.

Contact me to discuss your social media training needs, or check out my upcoming social media training dates.