Building Your Brand in the Web 2.0 World! You have an online video show or audio podcast - or you're looking to start one. Deciding on the details of creating, editing and distributing that content is only a small part of the work. Getting attention for your show after it's finished is critical to having long-term success. Using Wine Library TV as an example, Gary Vaynerchuk will show you how he has marketed himself and his business with an extremely viral Web 2.0 approach. Inspired by social networking sites, Gary leveraged technology to reach an untapped audience for his brand and now attracts more than 60,000 viewers a day. Gary will show you how he has taken a completely unscripted and unrehearsed show and turned it into a forum for massive self promotion by carefully marketing and promoting it via Facebook, MySpace, Digg, Twitter, Pownce, and other networking channels. As a result of these Web 2.0 tactics, Gary has been featured by Conan O'Brien, Ellen, Time Magazine, Nightline, The Wall Street Journal, and other national media outlets. This workshop will detail the essentials of Gary's Web-oriented approach that has garnered national attention for his brand and his business.

You want an engaged community. You want your audience to interact with your show and help spread the word. Then you get flamed. Then your feedback is filled with trolls. What do you do? Veronica Belmont and Tom Merritt have dealt with the best and worst of the online community and share their experiences and specific tips and tricks for dealing with a passionate audience. They'll tell you how to reward the good convert the bad and avoid the purely evil. You'll come away from this workshop armed with knowledge on how to make your community a better place for you and your listeners to grow your show.

This workshop will demonstrate the benefits of using a blog to present your podcast to your listeners. We'll cover how to install and set up a basic blog using the WordPress software. We'll show you how to fortify your blog against hackers and thieves. We'll discuss the best permalink structure for SEO (Search Engine Optimization) purposes and highlight some best practices when writing a post title. We'll demonstrate one of WordPress' best features: the many types and kinds of feeds it generates for you automatically, and a way to reduce your bandwidth usage. We'll show how to customize WordPress themes as well as the 4 most important aspects of any podcast's blog theme and where they should be located. We'll discuss the fortunate problem created by the \"Digg effect\" and how you can handle the increased traffic easily. We'll cover several plugins and methods of dealing with copyright violators. Finally, we'll present a few common plugins to more easily present your podcast files and track their statistics.

This session is perfect for attendees who have never edited an audio file before. You'll learn the basics of audio editing with Audacity, a free open-source program available for the MacOS X, Windows & Linux. By the time you leave, you'll have a basic understanding of how to edit and save audio files for your podcast. The instructor will be showing you step-by-step details on how to delete long pauses, \"ums\" and \"ahs\" and clean up your audio files so they sound professional and organized. In addition, you'll learn how to import interviews, fade in and out music, insert segments, and align audio content. It is recommended that attendees for this session bring their laptops and pre-install the Audacity program prior to arriving (Audacity can be found at: audacity.sourceforge.net). Demo example files will be posted to the New Media Expo Forums for download All material shown in the session will be made available after the conference for download include the screen cast examples.

Video provides a platform for your message that can be found on any of the video sharing sites to which you publish - that's obvious. Less obvious is that by distributing your videos to multiple sites, you provide multiple opportunities for someone searching for content through search engines such as Google, Yahoo! Ask, and MSN to find your information. In fact, with Google your video results might even rank higher than text results on that same topic. Strategically tagging your videos with the most relevant, searchable keywords will do wonders for growing your audience. In this session, let an expert in video SEO show you how to choose the best keywords and tags, achieve the highest organic search results for your content, and develop the best landing pages from your distributed content to best engage your audience.

The WillItBlend.com Story: Successes and Lessons Learned. George Wright has managed to do two things on the Web that advertising execs worldwide have continue to dream about: launch a successful viral video campaign AND make money from it. In November 2006 George was walking past the blender demo room and found sawdust coming out of it. He walked in thinking there was construction underway, but instead found company founder Tom Dickson testing blenders by shoving two-by-four wood planks into the blender. The "Will It Blend?" video series was born and has increased sales over 400% as viewers tuned in to see everything from an iPhone to golf balls being blended. George will talk about what made it work so well and may even have a few surprise demonstrations!

If you don't have a marketing budget to increase exposure for your content, it's vital that you learn how to leverage the power of influentials on the Web. First, you'll learn some of the key behaviors of the influential 10 percent (those consumers who tell the rest of the 90 percent of consumers what to read, watch, buy, etc.), and where you can find them. Second, you'll learn the best ways to reach and motivate this important group to evangelize your content. Additionally, through detailed case studies, you'll see how several startup publishers grew their audiences exponentially in only a few months by building widgets and unique tools, creating viral campaigns, tapping social communities, and empowering their most loyal users. Remember this: if you want an audience to come to your site, you must first go to them and lure them with a relevant and valuable invitation. After this workshop, you'll leave fully prepared to get started.

Social networking has taken off, thanks to MySpace, but with hundreds of millions of users on the site, it's difficult for advertisers to target the right audience. Niche Web sites, blogs and social networks are becoming the ideal way to reach an engaged, targeted audience that is passionate about a specific topic. Surging Internet popularity has caused the line between online and offline worlds to blur. Because of their increased dependence, consumer's online activities are directly influencing their real lives, behaviors and purchasing habits. Content creators can attract advertisers through their ability to create dynamic social media campaigns that translate into offline brand awareness and purchases - a fantasy for any advertiser, but one increasingly achievable. This workshop will address the changing face of online marketing, best strategies for attracting advertisers, and how online communities are assisting companies in reaching consumers in new and innovative ways.

Rob Walch has been interviewing people for his podcasts for years. This session will cover the tips and tricks he uses to put together a great interview that entertains and informs. It will cover both the technical side of recording and editing the interview and also the \"style\" side of interacting with your guest. You'll learn about doing interviews with Skype, over the phone and in person and using examples of different tools to use. He will also cover the style issues when doing an interview and how to get celebrities to agree to do the interview in the first place - including a discussion of the waivers and releases to use. Finally, the importance of editing the interview will be covered and why \"record, stop, post\" workflow is not a good idea.

This workshop will provide a comprehensive overview of the legal issues that a new media producer will consider in creating and distributing podcasts or downloadable content. Emphasis will be on understanding copyright (including ownership, works for hire, licensing and protection against infringement), trademark, and publicity rights issues which are key to content creation and distribution (whether commercial or noncommercial). This workshop will also cover the law of content-based liability as it applies to new media, including what constitutes defamation, invasion of privacy, and false advertising; how to recognize and avoid particular pitfalls with regard to content-based liability; what defenses are available to avoid libel claims; and what particular issues relate to new media. We'll also discuss an overview of the changing parameters of the Communications Decency Act. Conference attendees will learn how to: recognize potential "red flags" in the content they intend to publish; develop and implement a legal compliance strategy; and prepare for potential lawsuits.