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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.

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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Six Degrees of Collaboration

Speaker: Stewart Mader
Time: 8:30 AM - 9:15 AM Date: June 16

Fifteen years ago, email was the newest hottest thing that was going to change our lives. And it has. But as any technology matures (read: becomes less new and cool, and more ever-present and old -faithful) bad usage habits start to creep in.

After that momentous cultural shift from not using technology at all to using email, we face a slightly less daunting, but far more important one today: Together, wikis, blogs, and email are a powerhouse for productivity and efficiency, but what’s the appropriate use for each?

How you deploy a wiki or blog platform for a large enterprise is very different from a small business, university, or non-profit. Each has a different structure, projects, and goals. But all share a need to work more efficiently, and reduce the time spent on tedious, uninteresting, and inefficient tasks.

Please Stop Talking about Yourself: Is Your Web Content Killing Your Brand and What to Do About It?

Speaker: Joe Pulizzi
Time: 9:15 AM - 10:00 AM Date: June 16

The majority of web content created by companies is extremely self-serving. We historically talk about our products, services and awards, and even create “educational” content that seems geared for the customer, but in reality, just continues the spin. As marketing communications become more personal and authentic, in hopes of establishing a relationship with customers, the rules that we apply to social relationships become just as crucial in establishing marketing-based relationships. Along those lines, if a company can compare its web site or other online offering to the proverbial “first impression,” it’s safe to assume that talking about itself the whole time is not going to elicit a second or third encounter.

As of late, online marketing industry luminaries and thought leaders have made it their mission to get companies thinking about their online presence in terms of the consumer, not in terms of what they want the consumer to know. The notion that the one-sided conversation is on the road to extinction is not a new one, but it’s worth repeating that the negative implications for companies’ using this aged tactic will manifest in profit loss and, worse, a waning consumer base.

Alas, despite industry warnings, the majority of companies continue to use traditional messaging techniques in an online world that no longer accepts them. Why? Many reasons: they’re afraid of change, they’re not aware of the shift, they disagree with the ideas fueling it, they’re hoping the fad will pass, etc. The list goes on. This creates a clear opportunity for smart companies who want to create long-term relationships with customers through the information they distribute online. (And which companies don’t?)

Joe Pulizzi will begin his presentation by define the problem at hand with several case studies and examples and will then share with the audience how they can overcome this problem at their own companies. Joe’s presentation will end with definitive take-home tactics the audience can begin applying immediately.

Please Stop Talking about Yourself - Joe Pulizzi Web Content 2009

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Is He Crazy? The Printed Blog Story

Speaker: Joshua Karp
Time: 4:00 PM - 5:00 PM Date: June 16

Tuesday, January 27th, 2009: 5:00am. It’s 4 degrees without the wind chill. Joshua Karp, six unpaid interns, and a camera crew race between three CTA stations, handing out the very first issue of The Printed Blog, a brand new print newspaper comprised entirely of blogs and online, user-generated content. In the midst of the meltdown of the newspaper industry, this small, completely bootstrapped team, has successfully launched a new print newspaper. A few days later, Time Out Chicago asks, “Is he crazy?”

Later named one of American’s Most Promising Startups by BusinessWeek, The Printed Blog redefined the print industry and the nature of journalism by actually launching a newspaper based on a completely new business model. Going from idea, to launch, to internationally recognized newspaper brand in less than three months, The Printed Blog now publishes nearly 7,000 weekly papers in New York, Los Angeles, and San Francisco, and in four different communities in Chicago (Wicker Park, Lakeview, Loop, and Gold Coast Editions). In March, 2009, Editor & Publisher magazine asked its readers to consider: “Is this really the future of newspapers?”

Come join Joshua Karp as he tells the story of The Printed Blog; the ups and downs, the media frenzy, the business model, and the role of social media, and listen as gives his vision for the future of the newspaper industry. You can decide for yourself, “Is he crazy?” or is The Printed Blog what the future looks like… the newspaper for the next 100 years.