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July 14, 2005

Upcoming Forrester boot camp on blogging, RSS, viral marketing, etc.

By Charlene Li

Along with my colleague Jim Nail, I’ll be running a boot camp on Thursday, July 28th in Cambridge, MA called “Social Marketing: Tapping Into The Power Of Connected Consumers”. I’ve included an overview and agenda below – you can get more details on the Forrester site as well.

You’re probably thinking that this looks like a pretty basic “how to blog” training seminar. To some extent, yes, we’ll be covering the basics, but the content will move quickly beyond the mere mechanics of how to create a blog, to how to create a coherent strategy around these new social computing tools.

If you or others in your organization are wrestling with some of the questions below, you may want to consider attending the boot camp:

- How can I build a case for these new social marketing techniques within my organization?
- RSS might be an interesting marketing channel – but how do I set on up? And won’t it cannibalize my email marketing lists?
- All of these new tools are on individual platforms – how do I tie them together and more importantly, preserve and protect intellectual property on hosted services?

And one last pitch -- we’re limiting the attendance to 40 people in order to get all of your questions answered. This is a highly interactive day, packed with hands-on exercises and plenty of give and take between attendees. You won’t be subjected to mind numbing, four-person panels like those you find at some conferences. Instead, you’ll learn just as much from each other as you will from me and Jim presenting original research. 

So if you’re interested and would like more information, please contact me or Tenley McHarg. The price for this one-day Boot Camp is $2,000.


8:30-9:00 a.m. Breakfast Reception

9:00-9:30 a.m. Introductions And Expectations

9:30-10:15 a.m. Introduction To Social Media and Marketing (Charlene Li)

- What is so different about social marketing?
- What are the major elements of social marketing?         
- How many consumers are using social media?
- How does social media and marketing alter consumer behavior?

10:15-11:00 a.m. Word-of-Mouth Marketing (Jim Nail)
- How do consumers react to WOM marketing?
- What are the best practices marketers are using?
- What pitfalls should marketers avoid?
- How can marketers monitor their own brand, as well as competitor brands, as social marketing takes shape?

11:00-11:15 a.m.            Break

11:15 a.m.-12:30 p.m. Planning And Creating A Blog (Charlene Li)
- What are the major components of a blog?
- When is it appropriate for a company to create a blog?
- What process should companies follow to create a blog?
- What software should you use?
Exercise: Plan and create your own blog.

12:30-1:00 p.m.                         Lunch

1:00-2:00 p.m. RSS: Going Beyond Being An Email Alternative (Charlene Li)
- How can marketers use RSS?
- What steps are needed to set up a RSS feed?
- Are RSS ads a viable marketing tool?
Exercise: Create your own RSS feed.

2:00-2:30 p.m. Podcasting’s Future (Charlene Li)
- How does podcasting work?
- What are the opportunities for marketers?
Group exercise: Create a podcast.

2:30-2:45 p.m.                           Break

2:45-3:30 p.m. Creating A Social Marketing Plan (Jim Nail)
- What social marketing tools should marketers use – and when?
- What vendors can help execute a social marketing plan?
- What customer scenarios do marketers typically face?
Group exercise: Create your social marketing plan.

3:30-4:45 p.m. Panel: Social Marketing Pioneers
Attendees will have the opportunity to ask questions of a panel of social marketing pioneers – marketers who are using social marketing successfully to connect with their customers. Hear first-hand how leading companies are taking advantage of social marketing opportunities.

Confirmed panelists:
Michael Wiley, General Motors

4:45-5:00 p.m. Wrap-Up


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