MAY 11

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

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

9:30-10:00 a.m.
Introduction To Social Marketing

• What is so different about corporate blogging?
• What companies are currently blogging?

10:00-11:30 a.m.
Planning And Creating A Blog

• 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?

11:30 a.m.-12:30 p.m.
Exercise: Plan A Blog

• Which audience(s) will your blog reach?
• What content will your blog have?
• Who will write and review the blog?

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

1:00-1:45 p.m.
Components Of A Blogging Policy

• Which audience(s) will your blog reach?
• What content will your blog have?
• Who will write and review the blog?

1:45-2:15 p.m.
Exercise: Draft A Blogging Policy

Attendees will create their own blogs and populate them with a few initial posts. We'll also address:

• How will comments be handled?
• What other content should appear on the blog?
• How should the blog be integrated (or not) into the Web site?

2:15-2:30 p.m.
Break

2:30-3:15 p.m.
Overview Of Blog Technology

Findings from a recent Forrester Wave™ on open source comparing different blog technologies

3:15-3:45 p.m.
Blog Measurement And Metrics

• How can you tell if your blog is "working" or not?
• What should you be measuring in the blogosphere?

3:45-4:00 p.m.
What It Means: Conclusions

4:00-5:00 p.m.
Panel: Blogging Perspectives

Discussion featuring vendors offering blog technology as well as client-side companies operating in the space.

Robin Hopper Founder & CEO iUpload

Marissa Levinson Vice President of Business Development Six Apart

Ron Howard CEO Telligent Systems

5:00-6:00 p.m.
Wine And Cheese Reception

Forrester Presenters

Peter Kim Senior Analyst Forrester Research, Inc.

Charlene Li Vice President and Principal Analyst Forrester Research, Inc.