I have been trying to record some of the sessions at PodCampOhio but since my lovely Nokia N95 8GB isn’t working with 3G (thanks, AT&T 3G for breaking on me), I have been doing my best using Qik with EDGE, which sucks.  The good news is that I was able to record quite a little bit of Jennifer Laycock‘s session on how to get your podcast to go viral and how to do online promotion and blogger outreach.  Jennifer is a guru and an expert and I am damned glad to know her!  The session below was called “Orchestrating a Viral Explosion.”

Everyone wants the benefits of a viral campaign, but few people really understand how to put the pieces together to create the best chance for success. Find out the most common mistakes companies make when aiming to go viral and how a little bit of brainstorming can set you up for success. Jennifer Laycock will walk you through the actual brainstorming process she uses with clients to help you gather information needed to put things together. She’ll also help you learn to identify “key influencers” within your industry and will offer concrete tips on the best way to approach them with your campaign.

Abraham & Harrison offers its clients comprehensive Online Conversation Marketing campaigns based on the core fundamentals of effective Marketing Communication techniques. We integrate Online Publicity, Online Grassroots & New Media Marketing, Business Intelligence and Search Engine Services to ensure that our clients’ message, the right message, is being portrayed in every corner of the digital space. Additionally, we offer our expertise in the areas of profiling, intelligence, forensics and crisis management. Although Abraham & Harrison offers its clients the ability to cherry pick the services that best suit their needs, we strongly suggest customized, tailored packages of services for most clients, as our experience has proven the power of an integrated, comprehensive approach.

Please see our website for further information: http://www.chrisabraham.com/

Abraham Harrison LLC Services

Online Publicity and Blogger Relations

Not unlike traditional public relations, the Abraham & Harrison Online Publicity and Blogger Relations strategy not only identifies the right people for you to be talking to, but also connects these people with your brand and your message. In targeting the true online opinion leaders, we are able to not only hone in on the demographic communities that matter most to your brand, but also promote your products and services in a favorable light. Online Public Relations is an ideal brand awareness and brand promotion solution for small to mid-sized businesses looking to increase their visibility online. In leveraging the constant flow of online chatter, the Abraham & Harrison team creates and fosters relationships based on like-mindedness, or the opinion leader’s likelihood to be receptive to your brand and messaging. It is the relationship building aspect of this program that makes Online Publicity an optimal solution for prospective clients that have the infrastructure to support and maintain relationships with interested parties.

Examples of typical Online Publicity campaigns include: Event Publicity, New Product Launches, Crisis Communication, Brand Re-Information Campaigns, Overall Brand Awareness/Promotional Efforts.

Online Grassroots and New Media Marketing

Also referred to as Online Advocacy or Online Guerilla Marketing, Online Grassroots and New Media Marketing is an integrated approach to identifying and reaching your targeted demographic from the bottom up. These programs are a quick and effect means of spreading news and information to a targeted network of online influencers within the blogosphere, message boards, video communities, social bookmarking sites, listservs, etc. This strategy involves the development of key creative and general messaging by the client and allowing our team of Online Grassroots experts to run with it, determining the best way to roll that up into what the demographic audience would be most receptive to. As opposed to the much targeted approach of Online Publicity, Online Grassroots Marketing allows us to capitalize on the “long tail,” or the complex nature of online chatter in which dialogue about our client’s brands isn’t always localized within its primary, secondary or tertiary demographic targets.

Examples of typical Online Grassroots Marketing campaigns include: Social Network Marketing, Asset Distribution, Social Media Marketing, Viral Marketing.

Business Intelligence

Collectively, the Abraham & Harrison Management Team has over 5 decades of global branding and marketing communication strategy experience. It is with these years of experience that we have learned that for some clients, their bottom line is most affected by having real-time, accurate business intelligence information about market landscape, trends in their overall brand perception and valuable online opinion about their competitors. The deliverable on these initiatives is a comprehensive, detailed report, evaluating and analyzing trends within the mediasphere; blogosphere; user generated content outlets, message boards and forums. The Online Business Intelligence service also gives the prospective client to determine which demographic communities about which they are most interested in gaining information. These reports can be delivered as a one-time State of the Union analysis or as an ongoing trend analysis, depending on the client’s needs.

Search Engine Services

Brand of the world, large and small, know that visibility of favorable content within key search engines can make or break your marketing and public relations initiatives. In addition to offering tailored marketing communication and business intelligence solutions to our clients, Abraham & Harrison is also a full-service Search Engine Marketing agency. Programs falling within this department include: Traditional Search Engine Optimization (Promotion), Defensive Search Engine Optimization (Protection), Domain Name Protection and Domain Name Services.

Online Reputation Clean-Up and Defense

Despite providing Internet users with a wealth of accurate information, some brands have faced the hard reality of the adverse affects that negative online chatter and mis-information can have. Fortunately, the majority of these trends can be reversed, if treated early and in the right way. By providing clients in need of Online Reputation Clean-Up and Defense services, the Abraham & Harrison team harnesses the power of an integrated approach to attach negative opinions and misinformation from all sides. In combining our Search Engine Services (including Domain Name and Defensive SEO), Online Public Relations, Business Intelligence and our Online Grassroots and New Media Marketing Programs, the Abraham & Harrison team is able to deliver quick results. In the past, we have proven effective in minimizing the visibility of unfavorable content online, countering misinformation with real information and creating valuable allies among online opinion leaders on behalf of our clients.

About the Founding Partners

Mark Harrison, Founding Partner and CEO

Mr. Harrison’s unique history of professional experience blends technology, education, business, and international affairs. Trained as a diplomat, Mr. Harrison has worked with UNHCR, the IMF, and the World Bank Group. He has served as a political functionary, technologist, and journalist in the US, Europe, Thailand, Israel, Tanzania, and Guatemala.

He has served as CTO and Technical Counsel to a companies ranging from Fortune 500′s to start-ups, and has guided projects across the globe. He served as a technology adviser to Primedia, the US media conglomerate, Channel One, the world’s largest in-school education and television news network, and largest minority-owned TV network in the US. He has built systems and infrastructures for the afore-mentioned organizations as well as a number of other major corporations including Booz, Allen & Hamilton, and Bell Atlantic/Verizon. Mr. Harrison currently acts as CTO and marketing adviser to Techcelerator, the Silicon Valley venture development firm headed by tomandandy.com’s Tom Hajdu. He is also an associate of Joseph Jaffe’s New York based new media marketing company, crayon LLC.

Over the past 15 years, Mr. Harrison has taught at the secondary, university, and post-graduate levels in the US, Canada, Germany &Tanzania, and has developed curricula in business, academic methodology, languages, and technology. Mr. Harrison has lived and worked in Africa, Europe, the Middle East, Asia, and Latin America and speaks English, German, French, Swahili, and Spanish.

Chris Abraham, President and Founding Partner

Chris Abraham is an Internet analyst, web strategy consultant, and adviser to the industries leading firms, specializing in web2.0 technologies, including content syndication, online collaboration, blogging, and consumer generated media. Chris is a leading expert on corporate and PR blogging with a focus on citizen journalism, new marketing, and search engine optimization (SEO).

In addition to his roles as consultant and analyst, Mr. Abraham currently acts as Chief Marketing Officer and technology adviser to Techcelerator, the Silicon Valley venture development firm headed by tomandandy.com’s, Tom Hajdu. He is also an associate of Joseph Jaffe’s New York based new media marketing company, crayon LLC.

Mr. Abraham is one of the internet’s social media pioneers, having entered the scene in the early 1980′s in the days of BBS’s via dial-up over 200 Baud acoustic modems. Throughout the 1990′s, he was a core member of the ground-breaking, Washington, DC-based Meta Network (TMN), and its parent company, Caucus Systems where in 1999 what is today known as “Web 2.0″ and “Enterprise 2.0″ was defined in colleague Tom Mandel’s whitepaper “How Companies Think – Creating Collaborative Intelligence Online” and executed on a daily basis for companies, universities, and organizations via the seminal social media platform, Caucus Software. For more than a decade, Mr. Abraham laid the groundwork for today’s modern social media as an online facilitator with Caucus Systems clients serving such clients as IBM and the US Government, and teaching with the University of Kalamazoo in the Education for the Arts project – the world’s first accredited online high school course in creative writing.

Before moving to his current position, Mr. Abraham was a Senior Account Supervisor and a member of the Interactive Team at Edelman in Washington, DC, doing online public affairs. Before joining Edelman, Chris was Technology Strategist for New Media Strategies, a pioneer and industry leader in online brand promotion and brand protection. At NMS, Chris directed the technology strategy for the firm, including the development, deployment, and launch of client and internal corporate blogs, marketing blogs, vertical industry blogs, PR blogs, promotional blogs, public affairs blogs, social networks, and podcasts.

Prior to joining NMS, Chris was a Washington-based technologist for over a decade. As Managing Director for Berlin-based beehive North America, Chris focused on developing web applications and offering training for corporate clients such as Pfizer. As GNU/Linux SA and online facilitator for Caucus Systems, Chris hosted virtual online events and communities of practice for clients such as IBM and eForum 2000.

Chris Abraham maintains the PR and marketing blogs, Because the Medium is the Message and Marketing Conversation. The blogs were originally designed as a laboratories in which to explore the media, the mediasphere, the blogosphere, marketing, PR, and buzz marketing but has expanded to become a media filter, including technology, blogging, pop culture, memetics, news, and analysis; meaning just about anything. Chris recently spoke about the main stream media and citizen journalism on the BBC World Service radio program World Have Your Say during the We Media conference in London.

Mr. Abraham is an active member and attendee of former US Ambassador Phil Lader’s Renaissance Weekend conference where together with other industry leaders, US Senators and Congressmen, former US Presidents, renowned artists and writers, and other cultural, political, and business leaders he has spoken on topics ranging from new media to technology futurism to virtual company management. He is an experienced sailor with thousands of blue water miles to his credit, an impassioned rower with his own single shell housed on the Potomac River, an avid bicyclist, a trained and qualified dive master, and an accomplished photographer with over 20 years of professional experience and thousands of images with the world’s top stock photo agencies.

Abraham & Harrison Vision Statement

In the rapidly changing world of marketing and public relations, the lines between traditional strategies and new media strategies continue to shift as the line separating the two is constantly moving. What was once viewed as impossible, is now quickly transforming into more and more of a science, with the Internet emerging as a unique and remarkable platform for consumer and business communication. Faster now, more than ever, people around the world are able to communicate with rapid fire quickness. Formerly “untappable,” obscure word-of-mouth is now a medium that many brands are leveraging to disseminate information; promote their products and services; as well as protect their namesakes. In this day and age, we don’t need to remind you of the Internet’s effects (be it favorable or dismal) on many popular brands. It is this phenomenon that has made Online Conversation Marketing an ideal solution for a variety of notable brands, ranging from Internet start-ups to public interest groups to major consumer brands.

Abraham & Harrison is comprised of a trained team of media, marketing and public relations experts working together to drive positive online presence on behalf of our clients. Operating in a “virtual office,” the Abraham & Harrison team is spread across four continents, representing more than 10 time zones and almost a dozen languages. This dispersion has given us a notable competitive edge, allowing us to quickly and effectively employ comprehensive Online Conversation Marketing Campaigns within more than 50 countries. Despite its benefits, the “virtual office” does not provide for the ideal environment for rapid response communication, in a traditional sense. Though Abraham & Harrison has proven its ability to provide crisis communication and react to changes in campaign strategy and messaging, we do not operate in a newsroom and are unable to collectively stop on a dime and refocus in the same way that traditional PR houses are able.

Online Conversation Marketing grew out of the increasing importance of relationships as it relates to effective branding via the Internet. Despite the wealth of information and opinions “out there,” Abraham & Harrison understands that an elite few lead sweeping trends in Online Conversation tone, volume and reach. These Online Opinion Leaders or Influencers continue to break news and share opinions that reach hundreds of thousands, if not millions of consumers everyday. Thus, the overarching strategy of Online Conversation Marketing is influencing the influencers – much like securing online endorsements on behalf of our clients. Unlike the formalized world of traditional marketing and PR, an effective Online Conversation Marketing Program takes much longer to develop, as Abraham & Harrison is in the business of securing positive relationships with often busy Opinion Leaders. We have been able to complete campaigns on behalf our clients in as little as 6 weeks, however, the turn around for the majority of brands is generally several weeks, if not months, longer. The “public” that we relate to is not the mainstream media, whose relationships can often be bought and sold; the “public” that we do relate to are the online influencers, who oftentimes, are no more than regular Internet users with a well crafted, interested blog or website that has drawn in its own audience. Although Abraham & Harrison already has a sundry of these influencers in pocket, we often have to develop new relationships on behalf of our clients, given their diverse demographic targets and needs.

Abraham & Harrison leverages email to conduct the majority of relationship building with online influencers, however, we are not a direct or email marketing agency. Often times, the opinion leaders that we contact on behalf of our clients are being reached “blindly,” meaning that they have not opted into any particular program. In order to effectively carry out these campaigns and still remain CAN-SPAM compliant, we pick and choose our targets carefully, ensuring that we provide them with relevant messaging and “gifts” or promotions or information that would be of interest to them. At the end of the day, much like traditional PR, a poorly thought out Online Outreach campaign (the facet of Online Conversation Marketing most like traditional PR in which we build relationships with popular bloggers and influencers on behalf of our clients) can result in little to no positive outcome for the client. It is for this reason that the ramp up time on these programs typically runs anywhere from one to three weeks, as we prepare lists of appropriate, likeminded targets that will likely respond well to our clients’ brands as well as development of appropriate, effective “messaging.”

All things to considered, it is also worth highlighting that unlike other Online Marketing and Advertising agencies, Abraham & Harrison does not thoughtlessly disseminate links and off-topic messaging throughout the user generated corners of the Internet. We value relationships and act as persuaders, storytellers and attractors on behalf of our brands. In working individually with online influencers and Internet users as both a macro (Online Outreach) and micro (Online Engagement, Grassroots Marketing) level, Abraham & Harrison builds relationships and drives favorable, organic conversation in a compliant fashion. The Abraham & Harrison methods reflect the natural progress of organic word-of-mouth – starting small and progressively growing to reach a larger and larger audience. In respecting the online community, the Abraham & Harrison team stands firmly against online solicitation (SPAM) of any kind. Both in Online Outreach and Online Engagement, we are fully transparent, or “open kimono.” We have found these methods to be the most effective when working with the “online public.”

As common conceptions of marketing relate to Online Conversation Marketing, Abraham & Harrison does operate neatly into the bucket of branding, as our methods are a combination of Search Engine Optimization, Grassroots Marketing and Online Public Relations. Clients in the past have likened us to online brand ambassadors. Such being said, we do not fit any pay-per-performance or CPM model. Our metrics are based on conversation and relationships rather than conversions and impressions, much akin to tradition grassroots and brand ambassador strategies.

To conclude, Abraham & Harrison is pleased to offer its unique Online Conversation Marketing services to an array of brands and organizations. Our past clients have found the mix of SEO, Online PR and Grassroots Marketing to be exceptionally effective in achieving their overall marketing objectives. Millions of people are talking online everyday – are you listening?

My Director of Client Service, Daniel Krueger, wrote an insightful blog post over at Abraham Harrison’s PR and marketing blog, Marketing Conversation, called Marketing in the New Millenium. The story is in growing response to the fine article from Norman Birnback over at PR Backtalk, including Spread The Word: Blogs Matter We Just Can’t Measure It!!, Blogger Outreach is PR and Not Marketing and On Survivor Corps’ Blogger Outreach. Check it out:

TV & print are soooo 1900’s ;). Welcome to the new millennium. We’ve been here for some time now, but I think all of the social media and new initiatives for marketing – like blogger outreach and online campaigns – are really just starting to flourish.

I am currently managing a project for Abraham & Harrison for a non-profit company called Survivor Corps. The purpose of this campaign has been to promote the transition of the Landmine Survivors Network into Survivor Corps and to promote the book, ”I Will Not Be Broken,” written by Survivor Corps co-founder Jerry White. The book is a fascinating story of Jerry’s own personal tragedy of losing his leg in a freak accident and then the rebuilding of his life. Jerry has interviewed thousands of victims and in this book shares what he and they have learned about living and thriving after a tragic event.

The main way we have handled this campaign has been through an online blogger outreach to demographics we thought would be receptive to the message that Jerry and Survivor Corps are trying to spread. Each blogging demographic we reached out to, was crafted a message for that particular group. Norman Birnback wrote a very insightful post about the method we used for this campaign and I think he hit the nail right on the head. While his article was focused on how to establish metrics in a blogging initiative, he saw that we didn’t cookie cut a mass email, but crafted our message to the particular group we were reaching out to. Two other very important parts of this campaign were the creation of multiple social networking groups and presences along with the creation of two social media news releases which basically give a “who, what, why” in a neat and tidy format.

Some companies and agencies, like Survivor Corps, are starting to look outside the box at alternative methods of reaching targeted audiences. As the blogging communities continue to grow, outreaches like this one are essential to make sure that the the group you are targeting is aware of your campaign.

Via Marketing Conversation

Andy Sernovitz‘s blog’s name says it all, and definitely reflects my response to reading this: Damn, I Wish I’d Thought of That!, especially in his post Instant Word of Mouth for Restaurants. From our experience doing blogger outreach and blogger gift-giving, this is on-the-money advice you should all consider:

Give every lunch customer 6 desserts to take back to the office.

Give them one desert and they will eat it.

Give them 6 and they will to announce to everyone that they just ate at your restaurant and you gave them snacks to share.

Lesson: One free sample is interesting. Lots of samples turn customers into evangelists.

Firstly, while we at Abraham Harrison do online publicity and blogger outreach exclusively, this advice rings true. First, let me define what we mean by “free samples” and “gifts” in our context.

Gifts don’t have to be free stuff — like books or iPods — gifts can be in the form of knowledge, intellectual property, insider access, or blogger exclusives; gifts can be informational, gifts can solve a community problem, or customer service issues.

What a gift needs to be is super-valuable to the recipient — the value of a gift is based on perception. You need to be willing to give the gift that the blogger wants and not the gift you are prepared or want to give.

What is not cool is half measures or crappy, throw-away gifts, the Internet version of key rings and a bowl of candy. Offering throttled, limited or restricted demos (without access to the full version when it is released); offering a single book chapter (without the whole book being an option); or granting “exclusive” access to something that is already released is just plain lame and will result in severe negative consequences.

It is pretty bad to not give a gift when you reach out to bloggers just because you feel entitled or represent a fancy client but it is worse to be stingy about the gift you do give. Make sure the gift is generous — give until it hurts.

For example, with Survivor Corps, not only did we make lots of full-chapters available for download and sharing, but we are making paper hardcover copies available to anyone and everyone who wants one — and the offer is transferable.

While the wide selection of chapters may be generous, offering only a partial book would easily be considered to be stingy and cheap if we were not willing and able to drop-ship complete copies of the book at a moment’s notice without ever demanding a quid pro quo.

Most of the bloggers might very readily blog about I Will Not Be Broken were I to only send a smattering of chapters; even so, the risk associated with not making copies freely available would be intense and is not worth it.

The cost of a hundred books sent to important niche online influencers who have promised to blog about Survivor Corps, whether they ever do is negligible compared to being pegged as cheap and ungrateful.

Even a blogger who has an advertising rate sheet and who would never consider doing a review without being sponsored or paid are often willing to blog on behalf of our clients — when we get the right balance between influencer-targeting, message-modeling, gift-giving, blogger activation, and following-up.

It works because this is relationship and conversation marketing. There are real people behind those blogs who are sick and tired of not being treated like people and if you can get the mixture right, magic happens.

When we do blogger public relations (often called blogger relations or BR), blogger messaging, or online outreach, it is essential to do everything possible to make sure that the blogger’s free spirit is appreciated and also realize that the blogger is under zero responsibility to blog about your client at all; and, for the same reason that bloggers are pursued by us PR and marketing professionals — their influence, platform, and voice — bloggers are fully capable of turning against you and your client.

Luckily, bloggers are people, marketers are people, even PR professionals are people; therefore, even if something goes wrong during an aggressive messaging and PR compaign, which they often do if you’re being aggressive and passionate, a human touch and human engagement usually does the trick to smooth feathers, clear the air, and make things nice.

Even when clearing the air isn’t possible, it is important to be brave and a little shameless: when you’re in this sort of business, 1% or more of all recipients will have a cow and there is nothing you can do about it, no matter how much attention, love, adoration, and mea culpas you’re willing or able to invest.

For the Survivor Corps campaign, we have been pretty aggressive. Even before we have delivered our first copy of I Will Not Be Broken to a single blogger, we have received almost 50 blog mentions and posts. Even if we had suffered a couple negative posts as a tithe for the 50 positive mentions, I believe it would still have been worth it.

If you need more proof you can read the mentions that bloggers have written so far about Jerry White’s book, I Will Not Be Broken, collected well before any actual books arrived via Fedex to the bloggers’ door, you will see that Blogger PR is well worth all of the time and trouble required to make it work right.

Let me know if you have any questions about what we do or how we do it. I would be very happy to tell you more if you contact me at Abraham Harrison.

What makes all of this very cool and very cute is that there are 5 body-types that you can try stuff out on and then have the models do a little fashion show for you, which is a double-threat: this sort of thing is practical for women who order online and want to see how these garments ride while also being irresistible catnip to every single geek online as well, the sort of men who will probably end up making an order at their very first opportunity.

I am not a client but I am happy to contribute to the company’s success. I live in Berlin now but I appreciate the cheekiness and sauciness of the Brits when it comes to their marketing and ad strategies — the US is so impossibly prudish when it comes to ad campaigns.

Three cheers for Knicker Picker!

“Collateral Material is any company or product marketing pieces that are distributed directly to individual customers or can be viewed by customer in person. Examples are, brochures, cards, or displays that may be used in a sales meeting, sent by mail (if mailable) as a request for information, or displayed at a point of sale.” Via Level 10 Design

“Ancillary material used to support and reinforce a media advertising campaign such as sales kits, technical specification sheets, presentation charts, news releases, letters, films, catalogs, booklets, trade show exhibits, point-of-purchase displays (see point-of-purchase advertising), and annual reports.” Via Answers.com

One of my students, Michele Capots, from last week’s class, Blogging Basics, did a review of her experience of the class that I was very interested in reading.

I just wanted to remind everyone that the Blogging Basics Workshop is super basic, such as “what is a blog” and “how to I join Blogger?”

Anyone nearly as rock star as Michele Capots really needs to attend the Advanced Blogging Workshop or have your company hire me to come over and talk turkey, strategy, integration, promotion, marketing, outreach, SEO, optimization, social outreach, etc.

Otherwise, it is a simple introduction to blogging 101 for folks who still use quill pens and parchment. That said, I did post an amazingly defensive comment about which I am very ashamed.

So ashamed am I that I have included it below for your amusement! (Because I am shameless as well, of course!)

Blogging for Basics April 27th, 2007 by Michele Capots blogs

“Earlier this week I sat though Blogging for Basics, a course at the Writer’s Center in Bethesda. Being a writer, I’ve taken many courses at the Writer’s Center over the years and was thrilled that they offered one on blogging. But what I learned is I’m not a beginner.

I’m not an expert by any means, but I knew Technorati. I knew some of the buzz words. The lingo. The class touted that I would learn how to leverage my own personal passion, my own personal artistic voice and my unique perception of the world into this online organ.

But I didn’t. I learned how to construct a blog. Literally, through WordPress. Step by step. I learned a blog should be short. And to write a lot. I could have found that out online. I didn’t learn about the words. The power of the medium. As a PR blogger, I didn’t learn what I should or shouldn’t say and the women who were there to launch a blog for their company didn’t learn how to do that either.

Apparently, I could have gone on instructor Chris Abraham’s blog and saved myself $65. All of the necessary tools are on there. And then some. There’s Bloggers Can Ignore Basic Journalism Ethics and Blogging Needs a Code of Honor, Not a Code of Conduct. This would have been helpful when I first started blogging. The class wasn’t.

He could have said, ‘so I want to be a blogger,’ ‘here’s how to do it, what to write, rules of writing,’ and finally ‘how to be successful at it.’ Personally, that would have been helpful to me and probably to the stay-at-home mom who wants to blog about her sick child and the traveling woman who wants to blog about her exquisite journey. Instead, he was all over the map.

There’s an intermediate class next month, but I think I’ll sit that one out. I’ve decided the only way to blog is to get out there and do it. Going to other blogs, seeing what they’re doing right will teach me more than a brick and mortar class. Although I will say, during the class, I couldn’t keep my eyes off Naked Conversations by Shel Israel and Robert Scobel on corporate blogging. From the looks of it, I just might read that.”

My amazingly defensive response, worth of shame and lots of weeping:

“I agree with everything you say. And you’re far from being a beginner. And I would rather eat broken glass and dance to ABBA than teach a beginning class that literally slows down to “how do I set up a Blogger blog” but you have to admit that the Writer’s Center is not the bastion of the bleeding edge. So, here’s some advice: in a world of education and training, Blogging Basics does literally mean “blogging basics.” Yeah, it maps directly. And, unlike, a class called Writing Basics, I also have to talk about “what a blog is” and “what makes a blog” and “what are some blog tools” and “how do I sign up for a blog” and “can you walk us through joining Blogger and joining WordPress?”

That said, I also want you to check out some other free resources:

Ideas of Chris Abraham & Abraham Harrison LLC

That is basically wherein I give the entire shop away!

Cheers for the review!

If you have ever made a blog, know what a blog is, etc, I would recommend you attend only the Advanced Blogging class.

Also, although this is a gorgeous blog, I would recommend going to http://www.livingstonbuzz.com/blog/wp-admin/options-permalink.php and consider changing your permalinks from “web URLs” to the “custom URL structure” which could change this article from http://www.livingstonbuzz.com/blog/?p=252 to http://www.livingstonbuzz.com/blog/2007/04/27/blogging-for-basics/ which might be longer but is a) easier to understand, URL-wise, as to its topic and it is also b) Google-nip. Also, you have lost an amazing opportunity to offer Meta tags (description, keywords, etc) and a number of other missing pieces.

Anyway, sorry to be showing off here but there is a lot more to blogging than learning how to blog and I would highly encourage you to consider attending the Advanced Blogging class.”

If you want to become a better bloggers, monetize your blog, and create and build your personal brand then I recommend attending the PostieCon ’07 in Orlando, Florida, on June 1 & 2, 2007. Register now because PostieCon ’07 is cheap at $199.95, but only until May 18th. Even without PostieCon ’07, Orlando is cool, inexpensive, warm, sunny, and seriously entertaining. There is no way this Con is going to be either lame or geeky. It’ll be rock star.

PostieCon ’07 promises to be a fun, informative, educational, and important event, and if you register early, you can save money. So, what are you waiting for? A pop-up window?

PostieCon ’07 is a two-day event that will be held from June 1-2, 2007 in Orlando, Florida. By registering, not only will you be getting to take a mini-vacation to one of the world’s most popular tourist destinations, you will receive:

* VIP access to all conference sessions, workshops, and extra-curricular events
* Breakfast (with eggs) Lunch, Drinks and Snacks on Friday and Saturday
* Saturday early evening open bar with hot and cold appetizers
* Sit down dinner with open bar at the award banquet on Saturday evening
* Cool swag to take home

Registration Special: If you register today, you will receive your “backstage pass” for the low, low cost of $199.95. Act soon, because after May 18, 2007, registration costs go up to $249.95.

PostieCon ’07 attendees will get something that no one can put a price on, namely the networking opportunities, blogging tips, business tips, and time spent with some of the best and brightest in the business to bounce ideas around.

I have been blogging since 1999 over at “Because the Medium is the Message“, http://www.chrisabraham.com. Part of what has always been tough for me is figuring out how to take something I am passionate about, blogging and social media, and actually make a bit of a living from it. I have done an appalling job of it and have made all the mistakes. Only now am I finally at the point where my blogging basically pays my car payments. My goal is to help the new kids get their voices out there with fewer and fewer boundaries. I want to make sure my mistakes benefit them.

The second event is called PostieCon ’07 http://www.postiecon.com. It’s a blogger convention down in Orlando, Florida, on June 1 & 2. I want to draw your attention to it in the hopes that maybe you’ll consider speaking at it, or spread just spread the word with your readers

I think PostieCon ’07 is cool because it is for the rest of us bloggers who have yet to ascend to top-200. While TED and SXSW and VON are super-cool, they’re also super PhD-level. PostieCon ’07 is all about the training up the bush league.

As I see it there are three reasons (probably many more) why your readers should know about this Con, and perhaps attend:

a) Let super-serious B-, C-, D-List bloggers meet each other, put a name to a face, conspire on ways to get better, and trade war stories and

b) Let some serious experts and A-Listers, like us, share their experience, hope, and joy as well as leading them by the hand to monetization strategies, how to build brand, how to attract readership and traffic, and all the stuff you need to do (and seems obvious to use) in order to go from D- to C- to B- to A-List!

c) To quote the site: “Why should you attend PostieCon ’07 ’07? Two words: Rock Star.”

That said, I hope you consider speaking at PostieCon. Your voice would be very welcome. If you can’t make it, I was hoping that you might share the love with your readers (as attendees) or other folks who might be really into speaking at PostieCon. And, as you know, I am not asking for any particular coverage. You are free to say or do anything you like with this email and the content herein. That’s the way things work. So, just consider this an official love note.

Why Should I Attend PostieCon ’07?

Why should you attend PostieCon ’07 ? Two words: Rock Star. Bloggers and Internet personalities are the Rock Stars of the information age. Bloggers reach millions of dedicated fans on a day to day basis, it’s easy to see why today’s humble blogger could potentially be tomorrow’s Rock Star. That’s why PostieCon ’07 ‘s theme is “You’re A Rock Star”. We are here to educate bloggers on how to build traffic and readership, and use your notoriety and unique brand to create value and monetize your voice. It’s not all about money and fame, our conference is designed to help you become a better blogger. We have invited some of the world’s biggest bloggers to share their knowledge, perspective and experience with PostieCon ’07 Attendees. We provide the peeps and the knowledge, you use it to better yourself and build your blog.

Want to be a Speaker?

PostieCon ’07 will, have numerous opportunities for speakers. From individual presentations to group discussions, the event is open to speakers who represent the diversity of our bloggers. PostieCon ’07 ‘s theme is You’re A Rock Star, and its goal is to introduce bloggers to methods of making their blogs better, more known, and more profitable. This event is open to all bloggers from anywhere and everywhere, from the most seasoned to the greenest of the greenhorns. (For rookie bloggers, we have a special featured event: Blogger Boot Camp.)

Currently, PostieCon ’07 is searching for the best speakers to share their knowledge with the attendees of this exciting, one-of-a-kind event. So, who are we looking for?

- Does your blog or new media site lead the industry?

- Does your traffic make your friends and competitors frothing-at-the-mouth jealous?

- Does your expertise in this competitive industry earn you a good income?

- Is your format the envy of your friends, peers, and competitors?

- Have you come to the realization that in the new media universe, your content is king?

- Are you the owner of a unique, compelling success story?

- Are you at the forefront of the blogging/new media industry?

- Are you an advertiser looking to reach out to bloggers?

If your answer to any or all of these questions is “yes,” then you’re exactly the kind of person we’re looking for. Our attendees deserve to hear from the best, and sometimes the best person for the job isn’t the most famous or well-known. We need to hear from you, so don’t be shy — we don’t byte.

If you’re an advertiser with a product you feel would be useful to our target audience, and wish to get your product in the hands of tomorrow’s notables of the blogging scene, this is an excellent opportunity for you as well. Please contact us and explain to us what makes your product or service essential for our industry’s niche needs.

For more information or to become a speaker contact our Event Coordinator Britt Gustafson

Robert Scoble

Robert Scoble is an American blogger, technical evangelist, and author. He is number 9 on Forbes Top 25 Web Celebrities. Scoble is best known for his popular blog, Scobleizer, which came to prominence during his tenure as a technical evangelist at Microsoft. He is married to Maryam Ghaemmaghami Scoble, and has a son, Patrick, from a previous marriage. He and his wife currently work at PodTech.net, a video-podcast startup. He is also the co-author of Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers with Shel Israel.

* Session: Living in a Google World

David Ponce

David Ponce is a 26 year old web entrepreneur who took up blogging as a hobby over three years ago. Quickly realizing the potential of the niche-marketed micro publishing business, he quit his full time job as a computer salesman to devote to full time blogging. His articles, written on OhGizmo.com, have been linked to from a plethora of sites, including Gizmodo, Engadget, Yahoo’s The 9, Slashdot, Digg and BoingBoing. David himself has been interviewed by several mainstream publications, such as PC World Magazine and SmartMoney Magazine. He currently serves as Executive Editor of the site, managing a small team of 5 rotating writers, and has plans for launching several other sites to form a network.

* Session: Turning Visits into Cash

Michelle Madhok

Michelle Madhok is Founder of SheFinds.com and SheFindsMom.com, online publications distributed via e-mail and blogs that help busy women everywhere shop the web for the latest beauty and style finds.

A widely regarded expert in online shopping, Michelle is also the style columnist for and a contributing editor for MSN Shopping, Cotton Incorporated and the American Heart Association. Her style and shopping tips have been featured in numerous newspapers and magazines, radio and television interviews, including Metro newspapers in New York and Boston,Women’s Wear Daily, The Tyra Banks show, NBC, Investor’s Business Daily, The Chicago Tribune, The New York Post, and the Washington Post.

Prior to launching SheFinds, Michelle enjoyed a career in new media. First, she was the Director of Entertainment Marketing for CBS Broadcasting New Media and then she was the Group Director of Editorial Products for women and oversaw all content for women at AOL. Michelle has a BS in Communications from UC Berkeley and a MS in Marketing from Northwestern University. She currently resides in New York City with her husband, Michael Palka.

* Session: Turning Your Passion Into Dollars

Nancy Shenker

Marketing Guru, Blogger, and Former Hippy Girl Nancy A. Shenker is Founder & Principal of theONswitch, a firm specializing in start-ups, business transformations, and non-traditional growth solutions. She frequently consults on “smart” marketing spending, PR, and branding and has written several “how to” guides for business owners. Her “business blog” is “The ONblog” (http://theonswitch.typepad.com/theonblog/) and her newest blog, about the ways in which communication and life have changed (and yet stayed the same) is “Hippy to Wiki” (http://theonswitch.typepad.com/hippytowiki/). “I encourage all PostieCon ’07 attendees to get in touch with me before June and tell me what they want to hear about when I speak!”

* Session: Hippy to Wiki: How Blogs and “Traditional” Communication Can Live in Peace (and make $$)

Sherry Heyl

Recently nominated for Women in Technology “Woman of the Year” Sherry Heyl is the CEO and Idealist for What a Concept! Her responsibilities include business development and inspiring ideas and communication strategies. Sherry has been involved in the technology industry since 1998 when she developed her own curriculum at FSU to study ecommerce. Currently she creates strategic plans for integrating streaming video, blogs, podcasts, RSS, and virtual worlds into communication plans for B2B, B2C, Non-profit and Higher Education organizations. Sherry has been a guest speaker and keynote speaker for the Project Management Institute (PMI), a panelist for the 400 Technology Connector, TechLINKS, and Customer Relationship Management Association (CRMA), and is on the board of directors for the Atlanta Electronic Commerce Forum (AECF) as the programs director and has participated in putting programs together for the Atlanta Media Bloggers Group and AeA and is a member of the Technology Association of Georgia (TAG) and the Atlanta Interactive Marketing Association. Sherry is a graduate of Florida State University with undergraduate degrees in Marketing and Creative Writing.

* Session: Why Live Life Online?

Jim Kukral

Jim is a veteran online marketing expert and award-winning blogger who focuses on helping businesses, or bloggers, make money or find publicity online through creative marketing ideas and strategies. Jim has been blogging since 2001 and has participated and worked on over 30 blogs since that time and has written thousands of blog entries. He is the publisher of ReveNews.com, the leading online revenue group blog that focuses on the billion dollar industry of Internet revenue. Jim is also the founder of BlogKits, a blog advertising network that focuses on helping bloggers find creative ways to generate revenue.

* Session: The Secrets To Long-Term Blog Success & Profitability

Lena West

Lena L. West is the CEO & Chief Strategist at xynoMedia Technology. Affectionately known as the “geek with speak”, Lena understands complex technology concepts and distills them into easy-to- understand strategies. xynoMedia helps mid-market companies make sense of their place in the online world by developing customized, progressive Internet strategies that consistently increase thought leadership, online revenues and visibility. West communicates her expertise about social media, web 2.0 and online technologies through regular writing for Jupitermedia, her InfoWorld.com blog and her Entrepreneur.com column and blog. She is also on the BlogHer Business Advisory Board and a member of the Women’s Presidents’ Organization, TENG-NY and the Downtown Women’s Club. Currently, West is conducting research for a book she’s authoring about the role of women in technology. xynoMedia’s mission is to help 10,000 mid-sized businesses grow 25-50% by 2010.

* Session: Building Blog Value

Shirley Frazier

Shirley George Frazier is an excavator who digs up smart marketing solutions for individuals and business owners looking to increase their revenue through effective promotions and collaborations on and off the Web. She’s president of Sweet Survival®, owner of three popular blogs, and author of two best-selling niche industry books. Shirley has more than 16 years of experience conducting seminars on business topics and consulting with a range of clients from home-based professionals to Macy’s. She has appeared on CNBC, The Food Network, and The Discovery Channel, and her expert opinion and articles have been featured in Entrepreneur, Business Start-Ups, Black Enterprise, and Opportunity Magazine.

* Session: Building Your Niche Blog

Kristie Tamsevicius

Kristie Tamsevicius turns authors and speakers into the lavishly paid in-demand experts in their field. She is the host of Speaker Success Talk Radio, the founder of Webmomz.com, a community for work at home moms, president of Branding on the Net and author of several books including, I Love My Life: A Mom’s Guide to Working from Home. A sought-after branding expert, Kristie creates branded websites that position you as a mini celebrity so you increase sales, book more presentations and become headline news.

* Session: Building Your Niche Blog

Dan Rua

Dan is an experienced early-stage venture capital investor with a technology foundation and product design, development and management experience. Inflexion Fund is his third early-stage venture capital fund. Prior to Inflexion, Dan was a Partner with Draper Atlantic, the east coast fund of Silicon Valley’s highly successful early-stage venture firm Draper Fisher Jurvetson. Dan has participated in funding and building thirty-two companies and managed funds totaling over $140 million.

* Session: Blogging for Business

The Blog Squad

Known as The Blog Squad, Denise Wakeman and Patsi Krakoff, Psy.D., are authorities in helping independent professionals and small businesses to grow and prosper through optimizing their blogs. Between them, they have 10 blogs they post to on a regular basis covering topics like Internet marketing, business blogging, ezine marketing, writing and marketing books with a blog, plus several private blogs for clients and programs they teach. The Blog Squad are co-authors of “Build a Better Blog: The Ultimate Guide to Boosting Your Business with a Professional Blog” and “Confessions of a Reluctant Blogger: From Boring to Brilliant in 30 Days”, and keepers of the blog site “Build a Better Blog.” They also host a weekly Internet radio show, “Blogging and Beyond.”

* Session: Blogging for Business

Jim Turner

Jim Turner began blogging in early 2004, and began posting about life as a father and husband. He became one of the top Daddy bloggers, and used his expertise to found One By One Media, LLC, a social media consulting firm. While consulting companies on using the new social media for their marketing and advertising needs, Jim then founded Bloggers For Hire, a company that provides professional bloggers to companies. Jim continues to be a well respected professional blogger and has mentored many bloggers to become professionals, and has lead companies to be successful in their online campaigns. Jim is a contributor to Business Blog Consulting, and also writes his personal blog at Genuineblog.com, and is the founder of the The Best of Blog Awards. When he is not blogging, Jim is busy being a husband and father of 4 kids 7 years old and younger.

* Session: Blogging for Business

Paul Lewis

With more than 20 years experience in marketing and information technology, Paul Lewis has gained recognition as a leading visionary and author in the field of modern marketing strategy. Through his expertise, Paul has served on the Advisory Board for the Direct Marketing Association and spoken at numerous marketing conferences worldwide such as DM Days, the Power of eMarketing and UFI Open Summer Seminar in Finland, presenting on topics including Generation Y and the digital generation, cross-media campaigning and relationship marketing. He is currently the co-author of the upcoming publication Y: Outside the Polls and Inside the Minds of the Millennials and is the President/CEO of Interactive Agency MindComet.

* Session: Connecting with Advertisers

I was talking to Andrew Peach this morning about memes.org and he popped me the news story you’ve all heard about, McDonald’s seeks ‘McJob’ rewrite, and sagely added, “memetically, McDonalds have scored an own goal with this one…..I personally had never heard of the term McJob until yesterday……Now that I know it I will surely be using it all the time.” Too true.

McJob wasn’t a thing since Douglas Coupland mentioned it in Generation X. I haven’t used it at all in ten-years and I haven’t heard it being used at all during the entire minimum wage war.

McDonalds is using the argument that 80% of McDonalds’ managers came up from their McJobs but I don’t buy it because if you’re at a cocktail party and you drop that you’re a manager at McDonalds, you’ll still get ridiculed because that is still a McJob, perceptions-wise, and you are still a loser.

The only people in the McDonalds world who get any respect are McDonalds franchisees and executives. (The same with car salesmen are losers but if you own all the Cadillac dealerships in New Jersey, you are god.)

A manager at McDonalds who doesn’t own a franchise is still considered a loser. So, I think this is just going to make bad into worse for McDonalds. The concept of McJob was dormant as a meme until yesterday.

Firstly, I don’t think that the OED delists words; secondly, who is McDonald’s PR agency? This is a case of letting sleeping memes lie because the truth is is that my friends no longer use McJob and the media no longer uses McJob.

Well, they sure as hell do now…

Look at all of this coverage: UPI, Sun-Sentinel, Chicago Sun-Times, STL Today, The Sun, Boston Herald, Chicago Tribune, News24, BBC, Boston Globe, SkyNews, Daily Record, WIFR, Daily Southern, ABC News, My Fox NY, Manchester Evening News, The Post IE, The Sydney Morning Herald, and the Los Angeles Times… and more…

I guarantee you that everyone is going to start using the term McJob again after this….

Doh!

Now, there are even Prediction Markets based on the McJob

In response to Do PR Execs and Lawyers Have the Same Bad Rep?, Amanda Chapel responded, “Your logic is flawed at the outset (with all due respect) . . .”

The key word is ‘neutrality.’ We sell belief in things we do NOT necessarily believe in or are even believable. By definition, that’s a lie. Good people doing an honest days work promoting lies… does not make it true. You not knowing the difference between right and wrong doesn’t make stealing a car okay.”

I replied, “When you are a neutral solution, you don’t lie, you just pass through client message. That is like saying that it is the amp that is tone deaf and not the singer! It is like saying that the defense attorney is guilty and not the alleged perp, and it like saying that one should blame the soldier and not the war.”

Shel Holz is smart and insightful in his response to the bad rap that PR gets these days: “The lying profession? Please. … And who, in this era of like-it-or-not transparency, believes they can get away with a lie anyway?” Via Strumpette. My response? I feel the same way about the reputation of the defense attorney as I do about PR. Defense attorneys have appalling reps. “How the hell can you represent him? He’s a murderer! He’s a rapist! He’s a scum!”

Well, the problem is is that since the PR profession is, in a lot of ways, a neutral solution, PR tends to begin to pick up the tastes, the coloring, and the aroma of the additive, the client.

Most attorneys wish that they could “cherry pick” their clients and so do most advertisers and PR professionals. I hear, all the time, that taking on so-and-so a client would be bad for brand and I am appalled by that.

My friends over a TickleKitty, a sex shop, need New Media Marketing and WOM PR as well, but lots of folks are either too uptight, too puritanical, or too judgmental (or too attached and afraid so as to have lost some requisites: shamelessness and fearlessness, a competitive advantage in an industry that is afraid of its collective shadow).

What I love about Edelman and their respective practice heads and VPs+ is that they’re pretty shameless (though they don’t quite have fearless under control and their hubris and arrogance is off the charts).

So, since PR is itself so neutral — some call it shape-shifting or chameleon-like (there is no there there) then we take a lot of the brunt for the actions of the client. We suffer for the sins of the father…

Shel Holtz wrote on Strumpette, “Amanda also attacks PR practitioners who can’t write. On this point, we’re in complete agreement” (and I take out of context). I responded, I think it is important to speak like the locals. I was told, during my short stint at Big Agency, to keep it 7th grade reading ease. I think that is a good point-of-reference.

Here is what I wrote with regards new PR:

“Every community has its own tone, its own voice, and its own way of communicating. Traditionally, gamer sites are rude and sarcastic, backpacker sites are young, liberal and well-educated, tourism sites are older and square, and drinking sites can be cheeky. In order to be most effective in every community in which you message, it is important to get a sense of the way people talk to each other, and talking that way while still maintaining your authenticity.” Via Talk Like the Locals, http://cabraham.com/ideas/talk-like-the-locals

Well-written, scholarly, transcendent, and writerly copy isn’t the answer: clear, concise, and targeted is key. In the beltway, one needs to speak wonk, in the Valley, one needs to speak geek, and in Langley, one needs speak spook.

Snark to gamers, slogans to alcoholics, and Umbuntu to diggers.

If we base the beauty of our tongue on some sort of objective measure — say the New Yorker — then we will be perceived as insufferable and inaccessible as poor little Gore and Kerry were back in 2000 and 2004.

So, what is good writing? How is it defined? Am going back now to read the rest. Brilliant work, Shel!

I responded in-depth to a question from Charles Edward Frith that was asked over at Strumpette, in response to my long comment,

“a huge portion of the population that are social media averse; gadget allergic even. How do you propose to get your message to this group?” I misunderstood his question and replied as though he asked, “a huge portion of the PR, advertising, and marketing population…” as opposed to the “general” population, and so my response is based on that misunderstanding and premise… “You really can’t — the main reason that I only lasted at Edelman for 90-days is because they never used me for my expertise in Linux, RSS, SEO, geek culture, geek cred… they really just wanted someone else who “got blogs” Blogs are also the Web 2.0 platform, too. The gulf between Communication School and the MIT Media Lab is too deep.”

Here is the comment from Charles Edward Frith in full:

“I’m not sure if you’re responding to me Chris. It is OK to address people directly in orums; we call it the conversation. If you are, I am saying that there is a huge portion of the population that are social media averse; gadget allergic even. How do you propose to get your message to this group?

And here is my long, ranting, and misdirected response:

“You really can’t — the main reason that I only lasted at Edelman for 90-days is because they never used me for my expertise in Linux, RSS, SEO, geek culture, geek cred… they really just wanted someone else who “got blogs” Blogs are also the Web 2.0 platform, too. The gulf between Communication School and the MIT Media Lab is too deep.

They didn’t even see what I was, which was a geek first, a marketer second. I don’t know if I can share this here, but here are some of my ideas on the subject… http://www.cabraham.com/ideas — to me, it is really about both the community and also the platform.

One needs to blog — message — at both the people in the blogosphere but also to the semantic web. When I realised that www.edelman.com was anti-SEO-optimized (it didn’t care at all about search engine optimization at all!), and really didn’t care (and they were afraid of upsetting IT and the people who ran the site) I was pretty sure I had made a terrible decision.

New Marketing needs to understand ping servers, online communities, cirtual worlds, RSS, RSS2, ATOM, GData, tags, labels, Google juice, the semantic web, gadgetization, what “slashdotted” is, why del.icio.us and digg and reddit and Newsvine and Stumbleupon are important. They need to grok Revver and Vox and Facebook and they need to know what “WordPress, Movable Type, Drupal, Xoops, Joomla, phpBB, etc” are.

This isn’t just “how to IM Kos” — this is about Internet Forensics and fisking and unintended consequences and blowback and counter-messaging.

There is a lot more going on than just “activating email lists” and “creating a blog.”

And we have not even talked about Prediction Markets, we have not talked about message boards, we have not talked about YouTube (it is a community, not a video site, at its heart), or Flickr (same thing, it is a community and it is not Photobucket).

New Media Marketing and New PR needs to know what Web 2.0 is, not as a buzz word or as hocus pocus. It is a platform, it is an emergence, it is a honey pot. It is “build it and they will come,” but only if it is cool and and compelling, and always in beta, and never loses focus of the users’ needs.

Actually, Yahoo and AOL are getting their game on again. Google gets it in its source code. Why are PR and marketing firms so risk averse? Why, to quote you, Mr, Charles Edward Frith, why is there a “huge portion of the population that are social media averse; gadget allergic even?”

And when I say that, I am talking about Edelman, I am talking about NMS, I am talking about Ogilvy. It is our responsibility as media professionals to be so expert in the technology, the protocol, the culture, and the passion (called passion chamber, as another term for the blogosphere’s echo chamber — and I own www.passionachamber.com, actually) so that this population doesn’t have to.

A population that universally adopts iPods, Plasma HDTVs, and DirecTV with TiVO is not gadget allergic.

What Old PR and Old Media might be really great at is taking an ubergeek like me and working with me to translate all of this cool stuff to the 7th grade reading ease so that new media and web 2.0 can better connect. This will be more and more important.

Unfortunately, when it comes to influencing the influencer, that person is not the “population” — that is a person who thinks that “salesmen” and “PR executives” and “advertising folks” are a bunch of wankers who don’t get it, wouldn’t know cool if it hit ‘em in the face, who are too focused on what people think about them to ever allow people to get to know them, to be authentic, and to be open.

The bad PR that PR has felt for years: snake oil salesmen, hustlers, pretty boys, spin-doctors, and inauthentic, opportunistic liars is exacerbated in the rarefied web where all of these things are not tolerated at all — and to be honest, nobody has to.

Lots of PR people I know tell me that they have to be risk-averse and they have to pull punches because the PR world is incestuous and to be honest, burning bridges is a death blow to one’s career. I am told the same thing by folks in the Valley who are afraid of insulting the silicon Gods.

Coming from a place of fear is just plain unacceptable. At the end of the day, I am a Linux SA who loves to hack PHP and MySQL and so really, I am neither a Valley wag nor am I am PR lifer. Most of my consulting deals with my niche of genius and I don’t see myself as ever getting too tarred or feathered — never to the point where people will cease hiring my counsel… even if it is on the down low after my name is mud.

So, I am not really tolerant when it comes to this PR sycophantism. The Internet and the bloggers and the people who matter now don’t play that. I know reporters and they do surely covet and protect and are jealous of their career arcs. And this fear for career and for immortality is easy to coerce and control.

Web 2.0 is not about control. The X factor in new marketing is that people really have no career arc, people online really cannot be kept in the kind of sycophantic blackmail that is common on Capitol Hill, on Madison Avenue, on K Street, and also in Silicon Valley.

When Edelman has to block Strumpette from 2,000 laptops and desktops held in their worldwide network, then maybe Edelman and the like aren’t as new media and new public relations as they would like to preach.

You can’t have it both ways. The only two things that the Internet doesn’t suffer: fear and hypocrisy. And from what I have been seeing, there seems to be a lot of both of them, both in Old PR and Marketing as well as in “new marketing” and “new media PR.”

Anyway, I am ranting. I have a call soon so I am going to stop now and click on “Submit Comment.” Thanks in advance for indulging me. I am going to rewrite this a little and post it on my blog… cheers for making me thing and making write! I have been way too busy to take the time to really download.”

I teach blogging workshops for the Writer’s Center and four of them are coming up. They all have spots still available. On Thursday, March 1, I teach Blogging Basics at Glen Echo from 7:30PM-10PM; Blogging Basics at Arlington Arts Center on March 6 from 11AM-1PM; Advanced Blogging at the Arlington Arts Center on March 13 from 11AM-1PM; and Advanced Blogging at Glen Echo on March 15 from 7:30PM-10PM. Come join me.

My good friend George Brett sent me to read Long Tail PR: how to do publicity without a press release (or the press) and I have to admit that the article is an excellent question but there is no there there. In fact, the article might just opening Pandora’s box. I have some answers . . .

“What do you do? Stick with the world you know, and continue calling and emailing releases to the traditional press (trying not to notice that their ranks are shrinking and influence waning)? Start spamming bloggers, too, and hope for the best? Or just treat alpha bloggers like traditional press and shower them with love, while ignoring the rest?” asks Chris Anderson.

A Step-By-Step Guide to Online Brand Promotion AKA Long Tail PR AKA New Media Marketing by Chris Abraham

Firstly, do not abandon traditional methods. Even in a world of virtual online communities, the telephone, the IM, the Press Release, and the email still have their place.

Secondly, There are two methods for locating Topical Online Communities, a Top-Down Approach and a Bottom-Up Approach. Generally, a hybrid approach is most effective, but many promoters prefer one over the other.

The Top-down Approach

The Top-Down approach assumes that the influential conversations happen in online communities with a focused purpose and stated topic. For example, if you want to reach travelers you should first focus your outreach on travel blogs, travel wikis, travel portals, in travel newsgroups, and travel bloggers. This strategy is an essential part of online marketing.

Finding online communities using the Top-Down Approach is easy. Several sites can aid in helping you find topical online communities. Here’s how to do it:

Go to Google and search for your topic. Be sure to place your topic phrase into quotes to limit your results. For example, “travel blogs,??? “travel Wiki,??? “travel forums,??? “travel podcasts,??? Google uses algorithms that help the tops sites show up at the top of the listings, generally favoring blogs, communities, message boards, wikis, and portals.

Go to Technorati and use the above topic phrases to search for topical blogs in the directory, http://technorati.com/blogs/; try the same phrases by searching in tags, http://technorati.com/tag.

Go to BlogPulse and explore their list of top blogs, http://www.blogpulse.com/06_09_18/topWeblogGroup.html, for on-topic blogs
Go to Technorati and take a look at their list of top popular blogs, http://technorati.com/pop/blogs/ with an eye to finding blogs with topical content that jibes with the mission of the online marketing campaign.

Visit Truth Laid Bear’s Ecosystem, http://truthlaidbear.com/ecosystem.php, to explore the top blogs and scroll for blogs that are on-topic.

Visit Share Your OPML to see what the most popular sites are, http://share.opml.org/: Top feeds, http://share.opml.org/rankings/, Top podcasts, http://share.opml.org/toppodcasts/, and top subscribers (I am currently 34th), http://share.opml.org/prolificsubscribers/. There is a loose correlation between top subscribers and most influential bloggers.

Get ready to bookmark the sites you find compelling as you will need them later. Go through the listing and take note of the sites you find that are interactive online communities, including blogs, message boards, forums, wikis, and so forth.

The most influential blogs, forums, and wikis are also the most difficult to influence. The owners, bloggers, moderators, and administrators are busy and used to being contacted. Many of these sites are corporate-owned and unlikely to be receptive to messaging. In the few cases when they are receptive to messaging, they would be even more receptive to messaging were that message to be perceived as popular and organic.

In other words, the most influential blogs are loud, busy, noisy, and fully-funded. They have defined roles, queues, workflows, and advertising packages. They’re also interested in being perceived as being editorial, objective, and discerning.

It is entirely possible to build a relationship with a major player, a major influencer, over time, but I recommend that until a online brand promoter gets some experience, some hours in the cockpit, and starts building real, organic, and intimate relationships online (like getting them in your address book and on your IM list where you feeling comfortable emailing or IMing them) then there are better ways to get your message into delivered into online communities, specifically, the Bottom-Up Approach.

The Bottom-up Approach

The bottom-up approach can be started today. Yes, today. The bottom-up approach doesn’t care at all about who is talking or where they’re talking, just what they’re saying.

For general results, check Google, MSN, or Yahoo; for blogs check Technorati.com (http://www.technorati.com), Ask.com (www.ask.com/?o=333#subject:bls|pg:1), Google Blogsearch (blogsearch.google.com/), IceRocket (http://www.icerocket.com), Feedster (http://www.feedster.com), or BlogPulse (http://www.blogpulse.com)
Type in either a relevant topic phrase or search for sites that link to Your company.com (technorati.com/search/www.your company.com and www.ask.com/blogsearch?q=your company.com)

Go to the blogs that are talking about or linking to your topic or your company
Where appropriate, leave a short note about your take on their article or post in the comments field and maybe mention what you’re doing at your blog. Lead with comment and content — give the blogs the gift of your insight rather than go around promoting yourself… the latter is SPAM!

Record the URL of each comment in a spreadsheet in order to be able to return. Return to the comment the next day to see if there has been any response to your comment. If there has been, it is important to be responsive. Be conversational – a member of the community – and answer any and all questions or queries that may arise about your company, video blogging, or traveling.

Return daily to Technorati and Ask.com and do the same thing.

Please be considerate, and make sure to leave comments, content, and conversation only where people might be interested (i.e., “inform??? – don’t “spam???).

Collecting Online Communities

Whether you use the top-down approach or the bottom-up approach, your searches should be collected, organized, and aggregated into a master document. By far the most important and useful document you will create is your collection of online communities. The first time you build one, it will be a time-consuming pain the ass.

In the case of the Top-Down Approach, it will be easy to do, since these sites are generally focused on a single topic and easily categorized. With the Top-Up Approach, it is important to not add all of the sites you have recorded in your spreadsheet of comment URLs above. Be sure to only add sites to your universe that have proven to mention your general campaign topic more than once. For example, although my blog, Chris Abraham, http://www.chrisabraham.com, is a general blog, I have blogged a lot about automobiles, http://www.chrisabraham.com/automobiles; and, in the case of BMWs, I am devoted with http://www.chrisabraham.com/bmw/ and http://www.chrisabraham.com/e39_5series/. Even though my blog isn’t about either autos or BMWs, it is a safe bet that I, as a blogger, would be very open and receptive to automotive messaging. And in the case of GM, I have indeed been messaged, http://www.chrisabraham.com/cgi-bin/mt-search.cgi?tag=GM.

Choose your sites wisely, well, and selectively. It is okay to start off small and build out over time. Alternately, you can load every community and the kitchen sink into the document and then prune based on the effectiveness of the online messaging and outreach is on a per-site basis.

The document that you create will never be set in stone. It will be dynamic and always changing as online communities come and go every day. The document can be as simple as a notepad document or as complex as a database-backed application. I use Google Spreadsheets since it is an online service and I can share it with a client and access the spreadsheets anywhere.

They can be very simple documents and kept in one big lump or broken into separate documents based on the type of online community, such as Blog, Forum, Portal, Newsgroup, Social Network, or based on the topic of the online community (communities of interest, practice, action, circumstance, position, or purpose), such as travel, drinking, gaming, file sharing, or cars. I prefer to organize all of my communities into lumps based on interest or purpose (travel and tourism). My collections of topical online communities, or universes, live in spreadsheets, one-per-topical focus.

At this stage, you only need Name, URL, Type, and Focus. That said, spending extra time to figure out the full name and email address behind the blogger, message board, or Wiki, is worthwhile when you define online influencers or an online advocacy and outreach campaign.

Defining Online Influencers

It’s easy to figure out which blogs, portals, and forums are highly popular and highly influential; it’s harder to figure out which of these communities may be receptive to your marketing efforts. By looking at the Internet through the lens of the Top-Down Approach and the Bottom-Up Approach, you will start to formulate a realistic understanding of the online community landscape as it pertains to your company. You will also learn which communities and which bloggers consistently blog favorably about your company. Once you have this sorted out, you can start building a relationship that becomes personal and builds over time. Before long, they’ll be on your IM list, in your Address Book, and you’ll know all of their birthdays and the name of their spouses and kids. You, a corporate shill, are becoming part of the online conversation and you are building online equity and real online trust. You will be able to ask favors and grant favors. You will even eventually meet one for lunch. It will happen. It happened to me.

Prospecting Bloggers

While exploring the blog search engines for relevant company-related content, take note of particularly friendly blogs and bloggers. Also take note of any blog and bloggers who are actively embedding your company code into their blogs. If a blogger consistently uses your company, comments on blog posts, or has ever given a positive or neutral review of your company, consider asking the blogger to be part of a select list of folks who will receive news, updates, upgrades announcements, and other company news with the understanding that when the news is received by the blogger, the blogger can do whatever they want with it. This is why it is important to make sure the blogger (or message board owner) is committed to liking your company. If you have an agency to conduct blogger prospecting and the online advocacy, be sure they know the form and content of the messages you would like to be conveyed. The prospect may or may not blog about the news. The hope is that the prospect will decide to blog about the news, either positively or neutrally. Once the email goes out, however, you have no control of what is done. If you have any second thoughts about the prospect being a friendly, don’t do it.

Reaching Out to Online Influencers

Every day, go through the universe to each blog, message board, social network, and social bookmarking site and use either the built-in search form to search for discussions about your company, your competitors, or choice keyword phrases, looking for relevant content.

Consider joining the conversation only if there is something worthwhile to contribute. Only enter the conversation if you can answer a question, clear up a misconception, announce news that would be considered interesting to the members, offer a promotion or discount, or contribute to the conversation with expertise or insight that would add true (and not just promotional) value to the conversation.

Activating Bloggers

One a list of friendly and like-minded bloggers have been assembled, organize them in an Outlook Contacts folder. don’t hesitate to reach out to individual bloggers and friendlies informally in order to build a connection and a conversation. It is important to make sure any formal outreach is carefully considered before moving forward.

When it is time to reach out and message to the list, there are several things to consider before emailing. The most important thing is to make sure you have something important to share or a gift to give. This can be in the form of something simple, but there always has to be a reason for reaching out.

One way to make the connection feel more intimate is to use Outlook’s fine email merge to send out an email. Listservs and mailing lists can be seen as too impersonal, as are formatted newsletters-looking missives. After sending out one of these group activation emails, be sure to respond quickly and personally to each and every personal query and response you may receive.

The primary goal is to build a relationship between other bloggers and your company’s community. The secondary goal is to have the community blog about your company organically on their own; saying whatever it is they want to say.

Ideally, if everything is done above board and transparently, and the prospects are tried and true, then any and all coverage will be either very positive or at the very worst, neutral in tone.

Anyway, this is a work-in-progress so please pop me an email to cja@well.com or leave a comment below if you have any feedback.

Street Team Promotion.com offers Online Marketing and Brand Management solutions to bring your influence directly to the people that are buying, or considering buying, your products and services.

They are online everywhere in the world. They are your customers. They surf, they play, they shop, and they chatter. It is viral and the stakes are high.

Street Team Promotion.com offers online outreach to consumers using brand advocacy teams, discussion, messaging, blogger relations and more. We work to help you start and control the buzz or just eliminate the noise. We provide online expertise in community technologies, blogs, wikis and message boards.

We work with clients to develop targeted “word-of-mouth” marketing strategies, as well as tactics used on Usenet, message boards, social networks, and blogs. We work strategically to develop online advocacy programs and outreach campaigns to protect your brand.

The chatter and communication online that is shaping perceptions for many trends and consumer buying habits is at it’s all-time high…and going higher. With online competition looming close by, you cannot afford to let others define your message or your brand.

- Community Outreach
- Blog strategy
- Online Buzz Marketing
- Social Networking
- Youth Marketing

“A significant PR/marketing firm has confirmed that they had a number of the top 50 users on digg now on the payroll,” according to Jason Calacanis. Interesting. digg it!

According to Louise Story, “consumer brand companies have long wished they could find a way to eavesdrop (legally) on customer conversations. Marketers can easily read Internet blogs, chat rooms and social networking sites, but what people say over coffee or across their cubicle remains largely unknown.” Conversation over coffee or across the cubicle isn’t special and here’s why…

After doing word-of-mouth marketing and brand intelligence — and having spent over ten years invested in online communities — I can say that online conversation is as intimate, honest, and revealing as it may be “over coffee or across the cubicle.”

In fact, I would posit that online conversation, in general, is more authentic because either anonymity is possible or people have a false sense of security when they are in bunny slippers and jammies all comfy at their computer.

Online, people feel safe and are relaxed and spending some time with people they are really intimate with — coworkers and and coffee dates are never that close, really.

Leveraging the Intelligence, market research, and collected polling data culled from “Internet blogs, chat rooms and social networking sites” is almost like researching chimps and apes from the point of view of Jane Goodall — close, without barriers and walls, accepted in the tribe — instead of in a nature reserve, a zoo, or on the dissection table.

Want me to paint my analogy against the wall, well, check this out:

My Online Brand Intelligence Analogy

Let’s consider the chimpanzee. There are several ways to learn more about the chimpanzee: through dissection, in captivity, and in the wild.

Although dissecting the chimpanzee to see how the physiology works is essential as a form of training and education, dissection doesn’t help with knowing the behavior of the chimpanzee.

You might be able to make assumptions about how intelligent it is or what it eats, but in terms of behavioral studies, its irrelevant. This is similar to posthumous studies of market data — there is no life there, only corpse.

Polling and focus groups are like observing the behavior of the chimpanzee in capacity — you have a living, breathing, chimpanzee, but you have one that is under stress, duress, and has been partially acclimatized to appeasing its handlers — it wants to keep safe, it wants to be fed, and it wants to get out — so observing chimpanzee behavior in captivity is like observing consumer or market behavior in focus groups — you have real-live response, but you have the response of something that is beholden to you, that is wondering what’s in it for me — you have corrupted behavioral data.

If you want to really know the true behavior of the chimpanzee, you need to observe it in the wild. And to get the best concept of the behavior of the chimpanzee, you need to become — or at least be accepted as — a chimpanzee.

Jane Goodall was a pioneer in the behavioral study of primates because she was accepted over time into the community of chimps. Online brand intelligence can study and report on brand and consumer behavior in the wild, in the wilderness.

Where behavior is true, honest, and living.