I have done everything to do with podcasting except for having a podcast.  I would say I am as close to an expert in podcasting as anyone can be without a stitch of practical experience.  I have been listening to podcasts for well over five years and know all the major podcasters.  I attend as many podcamps as I can.  I have even been blogging for 12 years and yet I have never started a podcast.  “Why,” you ask?  Well, because podcasting is really really hard.

It has been such a challenge to be persistent enough to maintain both Because the Medium is the Message and Marketing Conversation.  To keep up-to-date with what’s going on, being au courant, relevant, and interesting.  That’s hard enough. Recording audio or video, synchronizing with a co-host, making technology work, making sound work, learning the recording, editing and compression strategies necessary to compete with more professional podcasts, and then being persistent, consistent, amusing, reliable, and worthy of a Very Large Download approaching 50-100 megabytes.

I listen to No Agenda religiously as well as Adam Curry‘s Daily Source Code when I can.  I also listen to Shel Holtz‘s FIR as much as I can and used to listen to many more — but it is also hard to spend and dedicate the time listening.

I believe that podcasts are going the way of the blog.  As I wrote in The Blog is Dead — Now’s the Best Time to Start Blogging!, most of the fair weather bloggers have given up because even blogging is hard. Especially when you do it alone. Now, Marketing Conversation is becoming much more effective and popular these days, but that’s because we’re blogging as a team — we’re collaborating.

Podcasting is sort of a little like radio — people listen to their favorite personalities.  I guess you could have different hosts and run Coast to Coast AM post Art Bell and have a stable of hosts, but then there is the challenge of organizing more than just yourself, wooking multiple people to commit what can be a grueling schedule of keeping, maintaining, editing, uploading, and marketing a podcast.

What’s more, podcasts are a little dangerous.  The more successful a podcast becomes, the more people download and the chance that you will incur lots and lots of bandwidth overage charge.

What’s more, casually monetizing podcasts is impossible. With this blog, I can post annoying Google AdSense / AdWord ads all over the place and make a couple cups of coffee back and help underwrite the hosting.  For Podcasts, however, the only advertising that you can do is either reading ads into your podcast that one or more sponsors have given you — thus, you have to spend lots of time finding sponsors and advertisers — or you can ask for pledges the way Adam Curry and John C. Dvorak — and NPR — does, sending people to a pledge or donations page.

That said, God bless everyone who goes through that ringer.  I guess I would surely participate in a podcast as long as someone else did all the editing, all the pre- and post-production, all the uploading, all the hosting, all the fees, and took care of all of the advertising stock.  Then, I would be more than happy to saunter in and be the face, be the voice.

So, until someone offers me that, I will just listen.  I listen via my iPad, via my iPhone, via my Blackberry using an awesome app called Podcasts — and it is surely worth the $3.99 fee as you can download password-protected podcasts like Streamlink offers — and also I love using the built in Nokia podcast software on my aging-but-still-awesome Nokia N95.

Anyway, happy new years and I don’t know really why I wrote this.  Maybe because I was listening to some podcasts this AM and, for a second, I was contemplating it, especially as I unpacked my trusty ZOOM H2, until I stopped, reconsidered, and said, “no way, man, podcasting is too hard!”

God bless you merry podcasters of the world!

Come listen to Stevie Wilson and me talk about the economy, buying, spurring the economy, being gauche, and being economical — especially, when it comes to DC and LA — come listen to us spout and if I piss you off, poke me with a sharp stick, Why Do You Need to Spend Money? Recession-Buster Chris Abraham Chats Up LA-Story.com

Talking to Chris Abraham is always an interesting conversation. It’s part serious, part giggles and part free-falling imagination.

This is part one of a series of podcasts that started out as a series of IM’s about the economy and spending money. It was right after Obama was talking about people should resume spending money because that will help regenerate the economy. (It is a statement of fact. I have done my fair share in the past few weeks— though not always for things I really wanted. Four tires later, she sighs.)

We decided it needed to be a podcast with a loose theme on the economy, recession and about spending money. That’s what it started out to be— and then we segued into other related topics and then into vaguely related topics. About an hour later, we pretty well solved the world problems as well as a fashion dilemma or two.

Now if you find this dreadfully boring — and it’s not— wait for podcast # 2. It’s much better and by # 3 — wow.. It’s popping!

See ya!

Stevie Wilson

Back in 08/13/2008, Phillip Rhoades and I shared a quick podcast which is quite amusing to listen to — check it out: Download audio file

A little interview to sharpen my teeth. Chris Abraham tells us about Berlin. The cute Romanian girl. Being almost tri-coastal. And a few other random things. He even answers my three favorite questions. :)

I have to hand it to Stevie Wilson — she’s a social media badass and also a woman’s woman. I also trust her and have been lured into speak with her on the record a few times, and they have always been a lot of fun.  Check out part one of a two-part interview called A Serious Chat with Abraham Harrison’s Chris Abraham About the “Expat Expat” , State of the Blogosphere & Politics, Economy & More!

• PodCasting Basics: What I Learned from Participating in PodCampOhio
• A Day at Camp….
• PodCampOhio – Daniel Johnson Jr. – Managing Your Online Identities
• Missing PodCampOhio Today :(
• Places to Track Podcamp Ohio This Weekend
• Introduction to Pod Camp…
• Podcamp Ohio 2008 recap
• Podcamp Ohio
• I have HOW MANY Logins?
• PodCamp Ohio Today!
• ABC Akron Bloggers Community Share Blog Marketing Tips
• PodCamp – Ohio!
• I’m Going to Podcamp Ohio
• PodCasting Basics: What I Learned from Participating in PodCampOhio
• PodCampOhio – Daniel Johnson Jr. – Managing Your Online Identities
• PodCampOhio: The Preparation
• Post PodCamp Brunch Today
• PodCampOhio Organizers Distributing the Door Prizes
• Managing Multiple Online Identities (Podcamp Ohio)
• Podcamp Ohio

There were just some of the blog mentions I have found so far about PodCampOhio  — I will try to look around a little bit more and I will post again when I find more stuff.

I met the lovely Andrea Hill at PodCampOhio.  Andrea is a runner, a Canadian, a new media maven, and a senior developer at Resource Interactive.  She also hung out with me part of the day and over lunch and I was charmed — Andrea is lovely.  I would like to share her experience at PodCampOhio, PodCamp Ohio Networking:

PodCamp Ohio Networking

As always, some of the best outcomes from an event are a result of the interaction with other delegates. There is something special about a group of actively engaged, newly informed individuals. Going into PodCamp Ohio, I hadn’t been sure about the people I would meet. I wasn’t a podcaster, would I have things to share with my fellow attendees?

As it turned out, I was incredibly engaged and impressed with the folks I met. There were folks from a wide background, all united by their passion for social media. The entire conference was very engaging and social, including the automated podOhioCheckIn twitter feed. As I mentioned, the first session I attended was incredibly interactive, with the attendees offering their own best practices and advice. I enjoyed putting faces to screen names, and realized that there is an entire community of like-minded individuals here in town I should get to know!

As someone who has worked on fostering online community for a long time, I have weathered all the comments about how technology throws up walls between people. Rather than interacting directly, we’re sitting in rooms on our laptops or mobile phones. However, how we do we explain the coming together of this group of technophiles? One fellow had driven from Nashville, another is based in Berlin and D.C. The Internet is the communication medium that allowed these individuals to find this information, and brought us together to share and network.

While the day passed quickly and I know I didn’t meet as many people as I could have, I have confidence that we will all leverage these online tools to continue to communicate and share our thoughts and insights from PodCamp Ohio moving forward.

I have been trying to think of the best way to convey the weekend at PodCampOhio but my virtual friend new friend Ann Miller did a much better job of honoring the weekend!  And, yes, I was one of the folks who received hand-made cookies! And here, below, is Ann Miller’s (AKA AnnOhio‘s) Introduction to Pod Camp…

Introduction to Pod Camp…

I never ever ever thought you would hear from me, I’m going to Pod Camp Ohio. Yet, yesterday morning I was up and out the door at 7:45 to drive to Columbus for the first ever Pod Camp Ohio. I’ve seen a lot of people on my Twitter list talk about Pod Camp experiences…and I admit I have liked the idea of having so many friends in one place to get a chance to meet. But the rest of it? The sessions? Meh…

I probably would not have gone at all if I hadn’t seen a status message from Chris Abrahams–going to Pod Camp Ohio–I sent him a message, are you serious. That was the nudge I needed to sign up and make plans to go.  I kidded pre-conference that I would be in the corner with the giant panties over my head tied up with a cat5 cable.  :o)

With the help of Andrew I found the location without any difficulties, it was close to the highway and very easy to get to.  A gold star for the Pod Camp Ohio planners for finding such a great location.  The facility was nice, free wifi a geek’s paradise!  I spotted Ms. Sangs, @KaitSwanson as soon as I got in the door.  I had to give her a hug even before I checked in for the conference.   That hug and that chance to finally meet her made my day, could it get any better than this?

I started wandering around, getting my bearings, pulling out the lanyard for my name tag, writing @AnnOhio on it and getting myself organized.  As I made my way back to the room for the first address of the day, I passed a lady with pink streaks in her hair–I knew right away it was @AlisonL.  I gave her a big hug and delivered the promised homemade cookies.  It was nice to finally get to meet her in person.  As a I am talking to her I see a few more familiar faces @BarbaraKB and @DanielJohnsonJr–more hugs delivered.

I found a seat about mid-way back and made myself comfortable.  I love to people watch, and I took a look around and didn’t see anyone else that I knew.  I hear someone behind me talking to the person next to him.  “Hi, I’m Chris Abraham.”  I turned in my seat… “Chris? AnnOhio!” Naturally I jumped up to give him a big hug to welcome him to Ohio.

I looked through the session list, trying to find the non-geekiest session to go to.  First up a session by my twitter pal (who I constantly harass for being a geek) DanielJohnsonJr.  When I got to the room Chris was standing outside, he was planning to attend the same session. Alas, the door was locked.  I pull out my cellphone and send Daniel a text message–the door is locked dummy.  I made my way to the back of the room, I planned to knit during the session. The room filled quickly with people and I was glad to have a seat with a table to spread out all of my stuff.  There was about 10 minutes before the session started, it gave Chris and I a chance to talk a little more.  Daniel then had people do introductions, you know the usual name, where are you from blah blah blah…when it was my turn I said, “My name is Ann I’m here to see Daniel and to knit”.

It really was a great session, I have to confess that I learned about a few new things, and it was fun to see a Twitter pal in a new light.  (That does not mean that my constant harassment of the guy is  going to end!)  I noticed during the introductions a familiar name and stopped him.  “Oh Mr. tw3nty3ight? I saw PreppyDude talking about me to you last night I’m AnnOhio. “

“AnnOhio! I have to take a picture for PreppyDude.” Acckkkk I iz on BrightKite!  But it shows me knitting so the guy is ok in my book.  (Sheesh BrightKite?)

The next session in the room was on viral marketing, I was comfortable and decided the topic sounded interesting, as did most of the other people at the unconference, we moved to a larger room which put the presenter 10 minutes behind.  I could have actually stayed in this session for another hour, I have a feeling that the period after the presentation, the time for questions and responses would have been just as valuable as the session.  Next up..LUNCH!

There were some challenges for lunch, but in no part due to the organizers of the event.  The catering company forgot a few of the ingredients for the tacos.  It might have also helped to make things go faster to pull the tables out from the wall and to let people go through the line on both sides, it was a narrow hallway that may have been a challenge.  I honestly heard no one complaining at any point during the day.  It was a well run event, and the organizers should be proud of what they accomplished.

Lunch, was my favorite part of the day–not because the food was amazing, it was sitting down and connecting with friends.  Talking, laughing, sharing stories…and seeing the circle of people grow and grow.  I made a few new friends–people who I added to my Twitter list with the caveat that if they weren’t adding to my life I was subtracting them.  I saw people sitting off alone, laptops open, Twittering and doing a variety of online social media.  Excuse me? You are in a room full of people, many, if not most with the same interests as you and you are ONLINE?  I’ve been known to stick a cellphone down my shirt at tweet ups when people were tweeting, not even my bra is big enough to hold a laptop.  :o)  I had someone from the conference add me on Twitter–he said he did  the add during lunch.  I later teased him “Why didn’t you come find me at lunch and sit at the cool table and have a real conversation with me?”

After being entertained by Paull Young and Luke Armour I had to stay for their session about what not to do in social media.  They made me giggle, and I would give them two thumbs up as my favorite session of the day.

Then..it happened…I attended a session at the very edges of geekiness, what I thought pod camps were all about.  As more and more html code popped up on the screen I felt the energy, the very life leaving my body.  I turned into pod camp zombie.  The presenter was full of lots of helpful information, but it was clearly the wrong session choice for me.  I hit the geek wall and crumbled to the bottom in a pile.

Yikes, it was time to escape and make my way back to my corner of the cornfields. I passed out a few hugs on my way out the door and headed home in the pouring rain.  I saw several tweets from friends who went out to dinner and or drinking afterwards, and that made me wish I was still there.

A few things I would have done differently–I would have made hotel reservations and stayed in Columbus on Saturday night.  In reality I didn’t even plan to be there at lunch time, I thought I would be long gone.  I would have left the session that sucked the life out of me and just wandered the halls connecting with people.  I’m used to going to conferences and feeling the need to attend as many sessions as possible.

All in all..a day much better than expected and a chance to connect with friends.

tw3nty3ight

I have become pretty enamored by the entire suite of CBC podcasts, including the witty and wise Search Engine podcast hosted Jesse Brown for the CBC. Search Engine is truly collaborative, is open to story pitches as well as doing things such as mobdocs and other collaborative citizen content. Jesse is cool and au courant — if you keep up-to-date with Search Engine, you will know more about what’s going on in technology and the Internet than even the geekiest of your friends. The tag-line I love is, “we predict the present;” however, I can barely stand the closing line, “Search Engine is produced by myself…”

Firstly, if you’re in new media, social media, new marketing, publicity, or public relations, you need to subscribe to the Inside PR podcast. Secondly, before you continue embarrassing yourself professionally by using all the words you have been using incorrectly, you need to read through the Inside PRoper English archives. Seriously. You’re embarrassing yourself. The rest of this post is non-essential. Via Marketing Conversation.

OK, Thirdly: people in Canada are charming, funny, intelligent, nice, snarky, generous, proper and a little intentionally naive — and that’s an excellent thing. Inside PR is a charming, funny, intelligent, nice, snarky, generous, proper and a little intentionally naive podcast about Public Relations.

It is charming and if you spend some time with it, you will become the ideal form of what PR should be and not the dark shadowy slime, as it is often perceived. Listening to Inside PR is like going to a golf pro: you learn good form and sportsmanship from the get-go instead of going out to the links a total hack.

While I may be a gray beard in the social media and marketing world, I fancy the insight and experience that Terry Fallis and David Jones offer freely and generously on a weekly basis is a real Godsend.

The two most interesting things I have learned over the course of my hungry learnings is that most PR experts never intended to be and that PR has a lot of PR experts and not nearly enough Social Media experts.

So, I guess I listen to Inside PR so hungrily because it constantly reaffirms what we at Abraham Harrison are doing: conversational PR; conversation PR.

“Okay, you have a blog and consider yourself a blogger. The next step is how to build your prestige, your readership, and your reputation. This class will demystify the process of taking your personal blog and developing it into a popular resource. Being brilliant, funny, insightful, and inspired is just the beginning; learn how to help your hungry audience find you. 1 session,” Advanced Blogging Workshop

Advanced Blogging

Writer’s Center Workshop Bethesda, May 1^st, 2007

Description

Okay, you have a blog and consider yourself a blogger. The next step is how to build your prestige, your readership, and your reputation. This class will demystify the process of taking your personal blog and developing it into a popular resource. Being brilliant, funny, insightful, and inspired is just the beginning; learn how to help your hungry audience find you.

Instructor

· Chris Abraham, Founding Partner, Abraham Harrison LLC

o www.abrahaharrison.com

o cabraham@chrisabraham.com

o +1 202-657-403

· Blogging since 1999 www.chrisabraham.com

Short Review of Blogs and Blogging

· Ease of publishing.

· Discoverability (Pings weblogs.com or technorati or another ping server)

· Conversationality (Trackbacks or as-they-happen referer logs, or now being part of Technorati and other blog search engines)

· Linkability (All posts should have permalinks)

· Syndicatability (All content should be available in RSS feeds)

· Commentability (All posts should welcome comments)

· Okay to be subjective and opinionated (encouraged!)

· Blogs can influence culture and mainstream media

· CGM, citizen journalism, citizen marketing, new PR

Blogging Best Practices

· Short, pithy, entries

· Constantly updated

· Only one long work a week

· Shameless, assertive, opinionated, unapologetic

· Shows respect, dignity, reciprocity

· Give more than you take

· Join the conversation and community

· Assumes good intent

Reputation as a blogger

· Techniques for building prestige and influence

o Reciprocal links and linking

o Blogroll and blogrolling

o Citations

o Comments

o Pinging ping-servers

o Press releases

o Email requests

o IM and email relationships

o Drinks, dinner, lunch, or coffee

Introduction to Viral Marketing

· Word-of-mouth, buzz, viral, and grassroots

· Authentic, transparent, conversational, honest

· Ask for what you need, give what others need

· Tell people who you are and why you are there

· “Astroturfing” is not worth the short term benefit

· The blogosphere is conversational

· Message, client message, messaging

· Network of weak blogs generally win over a powerful media

Introduction to Search Engine Optimization

· Google loves blogs (because Google loves text because it can “see” text)

· Google favors sites that are constantly updated (one a week at minimum)

· Make sure your blog pings: www.pingomatic.com/

· Make sure Google knows you: www.google.com/addurl

· Social bookmarking on Newsvine, Netscape, Digg, and Reddit

· Categories, tags, and tagging: del.icio.us, furl.net, spurl.net, reddit.com

· Be careful how you use pronouns (he, she, and it says nothing)

· Learn about Google Sitemap: www.google.com/webmasters/sitemaps

· We aware of how you use keywords in your blog (density and diversity)

· Optimize your blog like a website (meta tags, alt tags, keywords)

Introduction to Online Brand Promotion

· Blogger advocacy and outreach – top-down,

· Develop a list of blogs appropriate to your campaign

· Mommy blogs, A-Lists blogs, marketing blogs, sports blogs

· Keep a spreadsheet of all the blogs you might want to contact

· Dig into each blog looking for their contact info (not easy at all)

· Develop general message (called a message model)

· Send an bespoke email of introduction and message

· Always give more than you take: gift is key

· Keep record of all blogs and bloggers who respond well

· Delete (remove) bloggers who request it

· Make explicit opt-in request from friendly bloggers

· Don’t assume they want your message

· Reputation is based on trust and fairness – never trifle or lie

• Blog messaging and engagement – bottom-up, grassroots, organic
  • Go to a blog search engine (Technorati, Ask.com, Blogsearch, etc)
  • Type in a topical keyword, phrase, or topic
  • Visit the blogs that are talking about your market, topic, or interest
  • Where appropriate, leave a short note
  • Come back tomorrow (or as often as you can) and do the same thing
  • Make sure to message only where people might be interested
  • Inform, don’t spam

Introduction to Online Brand Protection

• User Google Alerts and other keyword email alerts to track online conversation
  • Other tools exist, such as TruCast, TruView, Buzzlogic, and other tools
• Reputation management should start long before any crisis needs management
• Search Engine Optimization (SEO) is always an essential consideration online
• The last word counts most (especially on blog search engines like Technorati)
• Recent posts get indexed (the current conversation counts the most)
• Everything lasts forever on Google (make sure your side of the story is on record)
• Request – never demand – bloggers and blogs remove defamatory content

Important reading

· Naked Conversations by by Shel Israel & Robert Scoble www.redcouch.typepad.com

· Handbook for Bloggers and Cyber-Dissidents www.rsf.org/rubrique.php3?id_rubrique=542

· Applied Blogging Workshop www.appliedblogging.org

· Abraham Harrison LLC Marketing Conversation www.chrisabraham.com/our-insights

Mark and Frank put together two versions of an introduction to a podcast I am considering starting, The Marketing Conversation Podcast. One is called New News Intro and the other is called New News Intro. Do you like either of them? Which do you prefer?

Blogging Basics One-Day Workshop: “Writing for online consumption is much different from writing for the page. Learn how to write for the Internet and the blogosphere in this one-day class focused on the unique and powerful way the blogosphere communicates and how you can best leverage your own personal passion, your own personal artistic voice, and your unique perception of the world into an online organ that could change the world,” via The Writer’s Center

Blogging Basics Course at Bethesda
4/24/2007 Writer’s Center Workshop

Description

Writing for online consumption is much different from writing for the page. Learn how to write for the Internet and the blogosphere in this one-day class focused on the unique and powerful way the blogosphere communicated and how you can best leverage your own personal passion, your own personal artistic voice, and your unique perception of the world into an online organ that very well could change the world!

Instructor

Chris Abraham, Founding Partner, Abraham Harrison LLC
Blogging since 1999 www.chrisabraham.com
cabraham@chrisabraham.com +1 202-657-4063

Blogging defined
A blog (short for web log) is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. Most blogs are primarily textual and are part of a wider network of social media

What is a blog?

· An online journal (as in “periodical”)

· A web application (as in “program”)

· Easy to use (as easy as webmail)

· Communicative

o Syndicated (RSS, ATOM)

o Link aware (Trackback)

o Comments

o The “search engine advantage”

· Okay to be subjective and opinionated

· Blogs can influence culture and mainstream media

What isn’t a blog?

· A blog is not “just a website”

· A blog doesn’t require editing or oversight

· A blog does not offer privacy

o True anonymity is a myth

· A blog is not a great American novel

o Be brief and to-the-point

o Keep each post to a single topic

Why is a blog different than a website?

1. Ease of publishing

2. Discoverability (Pings weblogs.com or technorati or another ping server)

3. Conversationality (Trackbacks or as-they-happen referer logs, or now being part of Technorati and other blog search engines)

4. Linkability (All posts should have permalinks)

5. Syndicatability (All content should be available in RSS feeds)

6. Commentability (All posts should welcome comments)

Types of blogging

· Web logs – provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries

· Collaborative blogs – A collaborative blog is a type of weblog which publishes posts written by multiple users. The majority of high profile collaborative blogs are based around a single uniting theme

· Corporate blogs – A corporate blog is a weblog published and used by an organization to reach its organizational goals. Although there are many different types of corporate blogs, most can be categorized as either external or internal.

· Political blogs – A political blog is a common type of blog that comments on politics. In liberal democracies the right to criticize the government without interference is considered an important element of free speech

· Flogs – a marketing tool designed by a professional advertisement company to promote a product in a fashion one might find on a fan site or in regular blog entries

· Splogs – artificially created weblog sites which the author uses to promote affiliated websites or to increase the search engine rankings of associated sites

Popular blogging fields

· Political – Daily Kos, Red State, Instapundit, Wonkette, Michelle Malkin

· Gossip – Perez Hilton, Gawker, Wonkette, Defamer, Stereogum, Valleywag, TMZ

· Advocacy – Boing Boing, Lifehacker, Treehugger,

· Fashion – The Superficial, Go Fug Yourself, Manolo Blog

· Tech – Techcrunch, Ars Technica, Scobleizer, Joel on Software, Engadget, Gizmodo

Variations on the blog

· Photoblog – a form of photo sharing and publishing in the format of a blog, but differentiated by the predominant use of and focus on photographs rather than text

· Video blog (vlog or video podcast) – a blog that includes video. Regular entries are typically presented in reverse chronological order and often combine embedded video or a video link with supporting text, images, and other metadata

· Audio blogs (Podcasts) – a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds, for playback on portable media players and personal computers

Where can I blog?

· Free blogging services

o Blogger www.blogger.com

o WordPress www.wordpress.com

o Friendster www.friendster.com

o MySpace www.myspace.com

o LiveJournal www.livejournal.com

o Vox www.vox.com

· Subscription blogging services

o TypePad www.typepad.com

o iWeb www.apple.com/ilife/iweb/features/blogging.html

· Install your own blog software (requires web host)

o WordPress www.wordpress.org

o Movable Type www.movabletype.org

Who is a blogger?

· Everyone!

Why blog?

· Zero barrier to entry

o Technology is no longer a restriction to entry

o Blogging is often free but is always “cheap.”

o Any type of blog host makes you a blogger

· Participate in global conversation

· “Jump the rails” to mainstream media (MSM)

What is a good blog?

· Short, pithy, entries

· Constantly updated

· Only one long work a week

· Shameless, assertive, opinionated, unapologetic

· Give more than it takes

Reputation as a blogger

· Techniques for building prestige and influence

o Reciprocal links and linking

o Blogroll and blogrolling

o Citations

o Comments

o Pinging ping-servers

o Press releases

o Email requests

Important reading

· Naked Conversations by by Shel Israel & Robert Scoble

o redcouch.typepad.com

· The Cluetrain Manifesto by Chris Locke, Doc Searls, David Weinberger

o redcouch.typepad.com

· Handbook for Bloggers and Cyber-Dissidents by Reporters without Borders

o www.rsf.org/rubrique.php3?id_rubrique=542

· Applied Blogging Workshop is a collaborative blog for all of us

o www.appliedblogging.org

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.

“The BBC has posted an online interface into catalog of 946,614 BBC radio & TV programmes, dating back 75 years.” Via Boing Boing and the BBC

After you set up your podcast, you need to get it into the Apple Music Store, Yahoo! Podcasts, and Podzinger! Otherwise, you’re pretty much invisible. Also, tell me about the other directories I missed.

I am looking for surefire ways to use Skype as a tool for my fledgling podcasting empire (er, future podcasting empire) and one interesting tool is Virtual Audio Cable.

I hope you were still too busy to check out my inaugural podcast so feel free to listen now to the podcast. If you like it, feel free to subscribe via iTunes!

Please feel free to subscribe to my podcast using iTunes and get it right on your iPod. Too heavy on the Bolero — needs more cow bell.

Please feel free to listen to my inaugural podcast called A Fortnight with Chris Abraham.

A little — actually a lot — heavy on the Bolero. Will try remixing it a little later. I am laughing my ass off about how Bolero ascends and quckly overpowers me. I think its fantastic. Ha!