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The Web we knew for ten years was static: a world of "sites" that were "built" as construction projects and filled with inventories of stuff we called "content." This was even true for the dynamic sources we call "media."
Syndicated media are live and dynamic. They can be produced, edited and updated in real time. Thanks to syndication, what we publish or broadcast can be found immediately -- often within minutes. Anybody can subscribe to "feeds" of fresh content, or to searches for "key words" and word combinations (such as company and product brand names, product categories, or hot topics). And they can act on what they learn.
Popularity of syndicated content search services -- Bloglines, Blogpulse, Feedster, IceRocket and Technorati -- has exploded, as each finds and tracks results that don't show up on traditional search engines (which are also working on better ways to follow syndicated content). This creates enormous new opportunities for interaction, influence and sales. It also creates risks and challenges, as traditional media companies face competition from new content sources and intermediaries (such as Google's Adsense.)
In this track you will learn how syndication works, how it's being applied by old and new media companies, how and why different media companies choose to free or lock up their content, what syndicated content search engines are and how they differ from traditional search engines, and how to follow audience and topical trends in real time. You will also learn about the many different ways syndication is being used by publishers, broadcasters, bloggers, podcasters and other media, old and new.
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Syndication offers the perfect way for companies to directly inform and interact with their customers. Unlike blast email, newsletters, spam and other "push" marketing tricks, syndication is trust-based. It involves the customer. By subscribing to news feeds from tech support, product marketing, sales information, and employee blogs, customers can grow in loyalty and help build the company's reputation.
In this track, you will learn how companies of all sizes (from corporate titans like GM to your neighborhood book stores) are syndicating all kinds of content in pursuit of real business goals. You'll also learn how different kinds of companies take advantage of both corporate and individual blogs to relate more closely to their customers.
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New communications models and technologies -- blogs, podcasts, RSS, and so on -- require agencies and in-house PR professionals to rethink roles, re-evaluate relationships, and reconsider the definition of "influencer". The question is no longer whether to participate, but how. Thanks to syndication, companies can speak more directly to specific target audiences, listen to the rich online dialogue more meaningfully, deliver news more quickly, and respond to crises more rapidly. The result, PR has the opportunity to use these new tools and technologies to achieve a richness of communication that works to everyones mutual benefit.
In this track, you'll learn how leading PR professionals are using blogs, podcasting, RSS, and a new crop of search and tracking tools to build relationships with a new group of influencers while finding innovative ways to stay in touch with established target audiences.
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Syndication is a brand new field where new technologies, standards and practices are emerging and evolving constantly. "Tags," for example, wasn't even on the radar a year ago, and now they represent a whole new way to position products and define categories.
In this track you will learn about new syndication technologies, standards, trends and practices. Subjects covered include: mobile RSS, tagging, structured blogging, wikis, vertical market syndication, attention tracking, social software, IRC... and new areas where hundreds of million dollars of venture money are flowing.
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