This presentation will give you the skills necessary to find and participate in online conversations about your products, your industry and your competition quickly and easily. You will will take away key techniques for monitoring online chatter and deciding when and how to chime in. The presentation will cover key technologies and techniques for blog monitoring with RSS, engaging on social networks like Facebook, and participating on microblogging networks like Twitter.

1. Locating and Participating in the Online
Conversations that Matter
a PRWebinar with Teresa Valdez Klein
February 19-20, 2008

2. Conversations

3. Finding Them
✦ Keyword Monitoring via RSS (Google,
Technorati)
✦ Keyword monitoring via RSS on social news
sites and social bookmarking sites (Digg,
Del.icio.us)
✦ Subscribing to general, category-specific, and
comment RSS feeds from key blogs in your
space.

4. Monitoring Them
✦ If you find a particularly interesting piece of
content, be sure to subscribe to the RSS feed of
comments, if one is available.
✦ Subscribe to an RSS feed of all the responses -
posts and sites that link to the article - from
Technorati.
✦ Use Firefox plugin Update Scanner to monitor
comments if no RSS feed is available.

5. But what about non-
blog conversations?

6. Channels

7. Blog Posts
Chunks of Content

8. Blog Post
Facebook Note
Facebook News Feed

10. Due props to: http://scagozo.com/

11. Outsource
Keyword
Monitoring

12. Look at People
Instead

13. Old “A-List” Model
✦ Make a list of key bloggers and pitch them.
✦ Hope that by reaching a few key influencers,
you can start a word-of-mouth epidemic.
✦ Still top-down, command and control.

14. Everyone is
Influential

15. Everyone is A-List
✦ Read “Is the Tipping Point Toast?” in Fast
Company.
✦ Assuming that that everyone is influential
means that you need to have a conversation
with as many of the influencers as possible.

16. So,What’s the A-
List Good For?

17. Follow Them!
✦ Twitter
✦ Facebook
✦ Google Reader Shared Items
✦ Digg

18. Andru Edwards

20. Participating

21. Simple Rules
✦ Transparency - never hide who you are or who
you work for
✦ Make friends - e.g. on Twitter, Tweet at people
when they mention anything you find
interesting, not just when they mention your
product
✦ Connect across platforms

22. Community

23. Recap
✦ Use RSS feeds from blog search to monitor for
certain keywords.
✦ Use Update Scanner to monitor for updates to
pages that don’t use RSS.
✦ Use social media tools to keep track of what the
A-listers in your space are paying attention to.
✦ Participate in the relevant conversations
transparently, personably and across platforms.