Tuesday 6th - My Web 2.0 Expo in Berlin 2007

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This is my track for Web 2.0 Expo in Berlin - Tuesday 6th Nov. 2007

The following takes places from 9 a.m. to 6 p.m.

9.00

Marketing 2.0: Get Conversational!

There may be dozens of tools and technologies associated with Web 2.0 marketing, but underpinning all of them is a shift in philosophy, and one that requires a rethinking of many of the cornerstones of traditional marketing. Up for discussion are such basic principles as message control, data collection, and customer segmentation. How do we benefit when we start to think of markets as conversations and reconsider transparency, customer loyalty, and access? How do we integrate conversational marketing with existing marketing programs and infrastructure? What does this mean in practice to Get Conversational?

10.10

Community Practices: From Forums to Social Networks

The idea of building communities around products and brands is not new, but the rise of social networks and the advent of Web 2.0 have changed your customers’ expectations of online communities. At the same time, marketers have new tools for building connections not only with the brand but also among members of the community, and for fostering and engaging in the market conversation. What are the key success factors in developing and cultivating communities? What tools are available? How can marketers understand brand management in the context of active online communities?

11.20

Metaverse Marketing: Games and Virtual Worlds in Product Promotion

Analysts tell us that the market for in-game and virtual world advertising is expected to grow by a factor of ten in the next five years. But this is still a new frontier and marketers are confused about what’s required to reach audiences in these worlds and what they can expect from investing in this area.We’ll look at the most common and the most creative approaches to reaching these cyber-citizens, highlight common pitfalls, and discuss how to measure the effectiveness of these programs.

14.10

High Order Bit: Introducing Ginger

14.20

Creating Passionate Users

15.10

10 Great Ideas in 20 Minutes

We’ve saved time in the schedule for some short, intense presentations you will surely enjoy. First, the highest voted presentation from Monday night’s Ignite event will take the stage. Afterwards, some of our breakout session speakers will share 2 minute versions of their talks, as a preview of those who might like to attend, and to give you a glimpse of what you’re missing if you’re attending a conflicting session. Hold on to your seats for a quick and wild ride.

15.50

Mining Social Data for Fun and Insight

Huge sets of data are generated every day by people using online applications, whether they’re blogging, shopping, or just clicking on links. Many techniques for analyzing and interpreting these datasets exist in the fields of data-mining and machine learning, making it possible to use this data to draw new conclusions and build predictive models.

This talk will use this idea to explore some analyses of how bloggers and buyers cluster together, what message boards tell us about psychographics, predictive models for hotness and home prices, and other insights that can be gleaned from publicly available data. I’ll show you the way the data was collected, an overview of how the algorithm works, and some results.

17.00

Blogs, Social Networks and Podcasts: Corporate Communications 2.0

Today’s successful corporate communications and PR efforts are moving faster and faster towards the Web 2.0 channels of the day. Even some of the largest companies are using blogs, podcasts, videos - even Twitter and Jaiku - to reach customers, employees, and shareholders. Many of these efforts have had excellent results, others not so much. How does PR and corporate communications operate today, in a world full of direct communication with customers via web sites, email, blogs, and video?In order to use update your corporate communications plan, you need to consider corporate blogging practices that fit your company and situation, understand the variety of channel and tools available, and learn to blend the old with the new.Through a variety of corporate case studies, find out how businesses can use blogs and other forms of online communication to reach out and inform their customers, connect with their employees and their community, and create conversations and relationships that last.

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