Justin Thorp raised a valuable question about the BlogPotomac format on co-chair Debbie Weil’s blog: “What’s the un-conference aspect of the event?” His point was that because there’s an agenda and you can’t raise your own topics it is not an un-conference.

The format is a derivative of BlogOrlando’s modified approach to the un-conference. Creator (and BlogPotomac Emcee) Josh Hallet realized that a PR and marketing-oriented conference would draw many professionals from the local community, and would need to relax the un-conference format if BlogOrlando was going to successfully engage its attendees.

Similarly, BlogPotomac — a direct by-product of my leading a session at BlogOrlando (image by whiteafrican) — is really a conference about the PR and marketing aspects of social media. 60-75% of our registrants come from the professional community. So our format is modified, too, but still very un-conference like. Here’s how:

1) The schedule is predetermined (breaks from un-conference). But we have some of the most brilliant minds in social media today. Just a recap:

• Opening Keynote: Lionel Menchaca, digital media manager and chief blogger, Direct2Dell
• Lunch Keynote: Frank Gruber, community manager, AOL and author of Somewhat Frank
• The Washington Post’s Dan Beyers on the symbiotic relationship of new and old media
• Social Media Group’s Maggie Fox on integrating social media
• Kami Huyse, Communication Overtones on ethics
• Author KD Paine on measurement
• Jeremy Pepper, The Point and Pop! PR Jots on strategy

2) Speakers are to talk for ten minutes only (somewhat un-conference)

3) They are then to either facilitate a conversation amongst attendees or answers Qs for the remainder of the 45 minute session (very un-conference)

4) No PPT (very un-conference)! This is the one major break from BlogOrlando. Absolutely, positively no PPTs. We’re having a conversation here, no talking at audiences

Why Charge?

The other break from the traditional un-conference is the charge. Primarily, the $75 fee covers the cost of the venue as we could not get a a facility donated in time to plan the event. While leading the organization of BlogPotomac as a way to educate the local business community on social media and contributing some financial resources, I am not up an additional $6,000 in this fashion (I donate money to the Cultural Development Corporation). Organizers Viget Labs, Debbie Weil and Livingston Communications are already donating significant amounts of time to the event.

Only half of the sponsors are paid ($1500), so it’s sweat equity to promote or monies will go to T-Shirts and lunch. We will only take one more sponsor. Any profits will go to the Electronic Frontier Foundation.

Secondarily, PodCamp Boston received more than 1000 registrants and only a few hundred showed up. The resulting financial loss was significant. We want people to commit to their registration, and there is no better way than to charge a cover.

The event is significantly cheaper than most events at this cost, and folks will get a big bang for their buck.

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