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We have moved beyond publishing and now we need to figure out what it is that we are really doing with web content. Many things have changed and behind each change is a history that can be weaved into a larger story and used to explain at least some of what we can now do. What seems critical, though, is that we must acknowledge that we are now longer just publishing content. In fact, we are not just publishing personalized content. We are doing something more. And when we look into this topic more closely we can see that there are more changes visible on the horizon. Looking backwards and forwards, drawing on distant examples and recent experiences, this presentation will try to explain what lies beyond publishing and the tremendous power that is becoming possible.

Personalization: A Multi-Dimensional Approach

Speaker: Ann Rockley
Time: 9:15 AM - 10:00 AM Date: June 15

Personalization has made some inroads into web-based materials but now with the advent of XML, structured content, good metadata and XQuery (an XML query language) we can create truly intelligent content that can be easily adapted to our customers needs. This sessions explores how we can take personalized content to the next level.

Traditionally personalized content has been created through the use of metadata and modular content; customers can identify the content they are interested in and the system can automatically assemble it to meet their needs. This can be a laborious process. Now we can create structured content, content where the semantic structure of the information has meaning so that content can be easily identified (e.g., abstract vs just another paragraph). We don’t have to pre-chunk the content any more.

To that structured content we add metadata to identify what the content is applicable to, and a new technology known as XQuery. XQuery is to XML what SQL is to database tables. That is, it is a language for extracting data from XML repositories, just as SQL is a query language for extracting data from relational databases. Throw in full text retrieval and we have the ability to provide personalized content like we never have before.

This will not be a technical how-to session, rather this session will provide an understanding of the opportunities, the concepts and best practices for achieving personalization through a multi-dimensional approach, and how we can provide our customers with a customized experience like they have never had before.

Building a Scalable XML-based Dynamic Delivery Architecture: Standards and Best Practices

Speaker: Jerry Silver
Time: 10:30 AM - 11:30 AM Date: June 15

XML is the foundation of any dynamic content delivery application. The basic principles of XML—structuring content to enable reliable automated processing, separating content from presentation, and imbuing content with semantics to convey additional levels of meaning—are all required to make true dynamic delivery a reality.

However, many sites that attempt to be “data-driven” to provide dynamic and personalized content run into a number of challenges, even when using XML as the data format. They run into scalability problems when the XML is stored in relational databases or file systems, which are inefficient at serving high volumes of XML content. In addition, developers often rely on proprietary or cumbersome programming models, with complex procedural logic that is hard to develop and maintain. Because of the development difficulty, many sites rely on static Web forms that users find difficult to interact with. Most sites also limit users to a few well-defined search choices, again because of the difficulty in building interactive Web applications and concerns about the performance of unconstrained queries. It can also be challenging to capture “user feedback”—things like comments, ratings, and votes. This user generated content can result in a very high volume of small content fragments that need to be efficiently captured and easily associated with their related objects, something that’s hard to do when Web pages are actually temporal, dynamic views.

To address these challenges, a number of XML processing standards are emerging as the preferred approaches for architecting a dynamic site to be both scalable and maintainable. These standards include: XQuery, the powerful language for querying collections of XML data; XProc, a pipeline language for describing operations to be performed on XML documents; XForms, for specifying forms-based interfaces and processing; and Process Data Module (PDM), a specification from the S1000D standard for defining interactive processing structures for non-linear tasks. The value of these standards is that they provide a declarative model for application development that adapts better to changing needs than programming in traditional procedural languages. And, because they are expressed in XML syntax, they open up additional opportunities for automating the development process; for example, using XQuery to compose XForms instances for highly personalized interaction with end users.

This session is targeted at Web development professionals who are looking for a better way to architect their sites, leveraging the latest standards to lower risk, reduce development and maintenance costs, and bring their sites to production faster. By attending this session, they will learn:

Which XML processing standards are important for architecting dynamic delivery sites
How these standards help to reduce development effort and improve site functionality
Best practices for creating and managing the XML content that drives dynamic sites, including user-generated content

The session will include examples of actual deployments that illustrate the use of these standards and practices.

Building a Scalable XML-based Dynamic Delivery Architecture: Standards and Best Practices

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10 Web 2.0 Marketing Techniques You Can Use To Attract New Prospects and Extend Your Reach

Speaker: Scott Abel
Time: 10:30 AM - 11:30 AM Date: June 15

Web 2.0 technologies provide us with new ways of extending our marketing reach with little effort and cost. Blogs, wikis, and podcasts can help us spread our message 24 hours a day—and they can help us better understand our customers (their problems, needs, likes, dislikes, fears and opinions). Peer-to-peer networks like LimeWire, and online communities like YouTube and SlideShare (sites that support rich media and user-generated content) can quickly expose our brands to audiences we would otherwise have no way of reaching. Mobile messaging, micro-blogging sites like Twitter, and social networks can help us hone in on prospects and laser target our messages. Attend this session and discover ten Web 2.0 tools that you can use to improve your marketing efforts when you return to the office.

10 Web 2.0 Tools Marketers Can Use Today

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Who Put the Video in My Content? ...Or How to Become a Video and Rich Media Superhero

Speaker: Todd O’Neill
Time: 1:00 PM - 1:50 PM Date: June 15

Your customers often need super deeds and don’t know where to turn. They may not realize that under your mild mannered exterior lies a Rich Media Superhero.

This session will help you discover the super powers you already have. They are often hidden until a wise mentor shows you how to control them. Learn how to speak the language of rich media creation, how to channel your existing skills and how to load your utility belt to defeat any deadline or project constraint.

Often, it’s just a matter of translating the language of your home planet into the language of rich media. We’ll reveal the vocabulary of rich media so you can communicate more effectively with peers, contractors and vendors.

Through a discussion of rich media creation processes you’ll discover your hidden super powers; what mortals call “transferable skills.” Many of the activities that you do every day have an equivalent activity in the mortal world. Planning and budgeting a project will take on a new energy as you learn how to channel those powers in the rich media world. And you’ll find out about new powers like scripts, storyboards and breakdowns. There may be no limit to your abilities!

Many superheroes rely on a full utility belt of hardware and software to aid them in their search for truth, justice and effective training and documentation. After this session you’ll know how to load your utility belt so you can be a champion. Cameras, editing software, Flash and media streaming can be like a child’s playthings in your capable hands.

Often the most powerful ability is the simplest one. So, we’ll start with a focus on the basics. But if the attendees are ready we’ll discuss stronger super powers.

The question you must answer is: “Are you ready to learn more about your rich media super powers?”

Wait! It’s a bird! It’s a plane! No, it’s you, Rich Media Superhero!

Marketing Survival Strategies for the Attention(less) Economy

Speaker: Jeremy Epstein
Time: 1:00 PM - 1:50 PM Date: June 15

One of the most influential social scientists of the 20th century, Herbert Simon, remarked that “a wealth of information creates a poverty of attention.” Simon succinctly wraps up the challenges facing marketers in the Internet era. Inundated by information and media from all sides, prospects and clients continue to tune out and ignore traditional marketing tactics and message.

Firms of all sizes (with clients of all sizes) struggle with the central question: How do we effectively cut through all the noise to establish authentic dialogue and relationships and… make money?

Join Jeremy Epstein, a “Marketing Navigator for the Attention Economy,” in a lively, interactive (and remarkable!) presentation that will:

Help you understand the fundamental macro-societal shifts impacting marketers
Provide guidelines for how to thrive as a marketer in the new environment
Share the ground rules for the new marketing
Educate you on the key concepts of using Social Media as a marketing channel
Offer suggestions on the first steps on the road to a Word-of-Mouth/Social Media marketing strategy

[Workshop] Engineering Web Content: A Workshop in Two Parts

Speaker: Joe Gollner
Time: 2:00 PM - 4:00 PM Date: June 15

Content engineering is the application of a rigorous discipline to the task of understanding web content and designing applications that can help people create, manage, share, publish and use that content. In the era of universal connectivity and business globalization, the introduction of efficiency and effectiveness into the tools and techniques used to manage and publish content is long overdue. To be more provocative, the traditional content management and publishing technologies have been largely unsuccessful by any measure. Similarly, the methodologies that have historically been used, if they can be called that, have been woefully deficient.

Among the sources of excitement at this point in time is the emergence of technologies under the loose banner of Web 2.0 that offer new hope that a new level of success can be achieved. But capitalizing on this opportunity will also depend on the adequacy of the some of the underlying technologies, on the affordability of migrating content into more useful forms, on the effectiveness of the delivery strategies employed, and on the completeness of the methodologies being leveraged. Built on over 20 years of innovation in handling electronic content, content engineering, as a framework, set outs proven approaches to designing web content solutions, migrating content assets and exploiting patterns of continuous innovation.

This workshop will be modularized into two parts with part one focusing on the acquisition and enrichment of web content and part two focusing on the delivery of highly personalized and highly intelligent content to a wide range of “consumers”. Both parts of the workshop will leverage real-world case studies to illustrate concepts and to showcase what has been attempted before, for better or for worse.

The Anatomy of a Personalization System: Three Case Studies

Speaker: Derek Olson
Time: 2:00 PM - 2:50 PM Date: June 15

Is your website acting like it’s on a first date instead of a 10th wedding anniversary dinner?

This presentation is aimed at business owners, marketing professionals, user experience engineers, and content contributors who realize that the one-size fits all message of their website doesn’t quite fit anyone.

When does a personalized website add real value to the customer experience? How can you build measurement of this value into personalization systems?

In this presentation, we will:

Learn how to recognize situations where personalized website content, emails or application functionality might lead to customer delight
Take a tour of three real world examples, including a detailed look under the hood to see what makes them work
Hear about some road-tested methods for combining off-the-shelf software with custom development and freeware that won’t break the bank
Explore both explicit personalization (based on user-submitted data) and implicit personalization (based on “clickstream” info), and how they can be combined
See first-hand the importance of measurement. We’re talking about traffic, conversions, sales, user behavior, and more.

Instant Brand Messaging: Writing To Be Clicked

Speaker: Lisa Calhoun
Time: 3:10 PM - 4:00 PM Date: June 15

Business writing is undergoing a revolution. How do you write for results? In a complex messaging environment that includes evolving social media applications as well as more traditional channels, you need an approach to guide authoritative content across multiple message streams. Whether you’re talking Twitter, traditional RSS, Digg, or YouTube, combing the right approach to social media with a goal-driven approach to written content will help your copy deliver business results.

Attendees will learn:

How to define your online messaging strategy - Let’s demystify some of the newer social media outlets, and discuss how to make the best out of your options as well as clarify your goals (blog visibility, website visibility, news, etc). We’ll tour practical, real world examples of organizations of all sizes who are getting it right.
How to write tight - Learn the top four ways you can grab attention in small spaces while still communicating your brand message.
How to look at blogs - Social media doesn’t just have to be about short messages and announcements. Find out if there’s a role for blogging in your organization.
How to consider keywords - You might be wondering if keyword research is worth the time if you’re posting short, sweet headlines—but if your article finds its way to Digg or Stumbleupon, you’ll be glad you considered it.
How to Digg in - How Digg, Stumbleupon, and other bookmarking social media can boost your search engine rankings and deliver a powerful performance in knowledge leadership, as well as garner media attention if you’re lucky (including some specific examples of how this has worked).
How to give and take - Striking the balance between giving content and sharing content. Learn how to use this to your advantage.

Instant Brand Messaging: Writing To Be Clicked

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The New “No Rules” Of Online Marketing: How Social Media and Content Marketing Changes Everything You Know - And Nothing You Do

Speaker: Robert Rose
Time: 4:10 PM - 5:00 PM Date: June 15

Feeling 2.Overwhelmed?? Business books and blogs on marketing abound. They list the new “rules”, condense everything down to bullets and shout from the rooftops that the Internet has profoundly changed the way we market.

And as digital marketers, we’re being told that we need to (by tomorrow) develop a blog and a wiki, produce podcasts, provide mechanisms to rate our content and create the new mashup of digg/YouTube/delicious.com and wrap it all in Ajax. And, we can be in such a hurry to implement these new technologies that we forget the fact that they should actually serve some marketing function.

In other words, we spend all our time getting the house ready for the party, and we forget to send the invitations.

In fact, we even often forget the basics of our chosen profession. Professor Kotler would be disappointed.

Really, while Content Marketing and Social Media changes everything we know (the 12th Edition of Professor Kotler’s book,

Principles of Marketing was released this year), it should change nothing we do.

It’s still about targeting, positioning, segmentation and satisfying human needs.

Really, the only rule is that there are no rules. Let’s unwrap the hype, and discuss the realities of what new technology really means for digital marketers. Who are you in a Web 2.0 world? What does marketing on a social media powered Internet look like? What can social media and content marketing really do for you? What impact will social media, Web 2.0 and Content Marketing have on your business. And, more importantly, what should you be doing before you even think about the technology that powers these technologies.

Then, specifically, we’ll look at a few capabilities you have at your fingertips today and some helpful safety tips as you decide when and how to deploy them…or not deploy them!

The New “No Rules” Of Online Marketing: How Social Media and Content Marketing Changes Everything You Know - And Nothing You Do

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