Program

Currently viewing track: Keynote Presentations

The Mobile Marketing Truth

Speaker: Alex Campbell
Time: 10:30 AM - 11:30 PM   Date: February 17
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

Mobile marketing does not lack hype, that’s for sure.  But what is it really like to run a successful mobile marketing campaign?  Right now Vibes has about 1,000 active mobile campaigns running with clients such as Delta Airlines, CBS, Gossip Girl, Subway, Jonas Brothers, and over 40 professional sports teams. Come learn the importance of time, location, and interaction in every mobile program. You’ll learn what it takes to make a great mobile marketing program. In addition to mobile marketing, come learn how new technology like location-based services, the iPhone, and the G1 Android Phone will impact the world over the next few years.

Deep or Shallow Multilingual?

Speaker: David Hobbs
Time: 1:00 PM - 1:50 PM   Date: February 17
Room: Golf
Track: Web Design and Technology

Many decisions made early in the design of a multilingual site will determine the capabilities for years to come, so should be carefully considered.  That said, many key issues aren’t immediately obvious the first time developing a multilingual Web site, so this presentation attempts to pull out some important questions to ask when defining the requirements of your multilingual Web site. 

This talk will explore the following:

  • Overall Site Structure - Will the site be in just a few languages, and the content be entirely parallel?  Or will each language site basically be entirely separate, with some key page linkages?  Or will some languages be used just for core areas (for instance, country-specific pages), but certain languages used for major institution-wide content?  If some languages will be covered sparsely, how will lists of content be presented? Also, in the case of sparse translations, do you need to support some pieces of content only partially getting translated (for example, just an abstract getting translated)?
  • Admin Support - Does your support team need an easy way to find content even when it’s not in a language they speak? Who will be doing your translations, and are they already using tools you need to interface with? If content changes frequently, then do translators of different languages need to be notified appropriately? Do you need editing tools that support multiple languages at once, or will each translator/editor just be working in one language? Are there any special search requirements for site administrators?
  • Other technical issues - If you are supporting languages that are multi-byte, are there limits on any of your systems (for example, if you need to pass data to a site analytics tool, will you be able to pass all the information you need?).  Some languages are more verbose than others – will that effect items such as how your breadcrumbs are handled? Are all the languages you want to provide supported by current operating systems?

B2B 2.0 - Content Strategy for a YouTube World: White Papers, Widgets and Beyond

Speaker: Jean Fleming
Time: 2:00 PM - 2:50 PM   Date: February 17
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

There was a time when a white paper was all you needed to gain traction with B2B customers. But in a switched on, YouTube, blogosphere world, the white paper—while still an important component in your content arsenal—can no longer go it alone.

In this session, we’ll explore how an integrated—and disaggregated—approach to content will help you reach your audience in the way they want with relevant content that drives engagement.

Specifically, we’ll cover:

  • Web 2.0 impact and implications:
    • Blog? Twitter? Strategies that help you make the right choice for your objective
    • How to build authentic relationships with bloggers and on forums
    • Create campaign traction through strategic commenting and linkbacks
  • Content disaggregation: Find the gems in your existing content and extend the life and usefulness of what you create
  • Audience considerations: New data on what forms of content your target audience prefers may shift your content development priorities
  • Micro-content: Best practices for getting small
  • Smart process for quick content development: Deliver superior results with this simple four-step method

Along the way, we’ll look at leading-edge creative that will have you rethinking what B2B means. Imaginative, interactive, cinematic, serialized—and informative. This content does it all. We’ll break down the strategy that gave birth to the creative, and talk about how to bring clients along in the process, and when to steer them clear of the latest fads that may not match their objectives, audience or budget. Ideal for content developers, writers, marketing teams, agency dwellers and program managers.

Design Is Content, Too

Speaker: Ken Walters
Time: 3:10 PM - 4:00 PM   Date: February 17
Room: Golf
Track: Web Design and Technology

Sometimes the message needs more than just words. Graphic design is about visual communication. From brand identity to usability, good design is design that works.

Getting on the Social Media Bandwagon: Redefining Success in the Age of Content Convergence

Speaker: Rahel Anne Bailie
Time: 4:10 PM - 5:00 PM   Date: February 17
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

Getting requests to add a blog to a site for the purpose of improving search results? Is the thought making the hair on the back of your neck stand on end? The request is all too common, and generally indicates a dissatisfaction with the performance of a website and a desire to fix it with a magic bullet. We know that the wrong thing done for the wrong reason generally results in a failed attempt, with fault attributed to that pesky “Web 2.0.”
So what does success look like? What should it look like? The very definition of success continues to change as consumers, who are becoming used to using social media, raised the bar for organizations delivering information via the Web. The expectation of information consumers, both B2B and B2C, are higher than ever, despite whether they use the information in the ways intended.

This session explores ways of building a context into which the appropriate social media can be used as part of an overall marketing strategy, and covers:
•  Creating a clear definition of success, in context of your business model and marketing strategy
•  Dispelling common misconceptions about social media and its impact
•  Adding social media to the marketing mix in ways that make sense
•  Using (and re-using) content through content convergence and syndication strategies

Rethinking our strategies on a regular basis is no longer a luxury, but a necessity, and today requires a marrying of strategy and technology. It’s critical to understand a certain level of the technology to be able to discern when it’s - and when it’s not - appropriate to put Web 2.0 technologies to work to enhance your marketing efforts.

Start Getting Noticed: Ten Web 2.0 Marketing Techniques You Can Use Today

Speaker:
Time: 9:15 AM - 10:00 AM   Date: February 18
Room: Beach / Golf
Track:

Getting noticed is a challenge for many marketing professionals. Old school marketing approaches no longer provide the best value. A new breed of web-based tools are helping marketers get their messages in front of the right people, at the right time, and in the right format—faster and less expensively than ever before. Attend this lively session to learn ten Web 2.0 marketing techniques you can use today to reach thousands of people interested in what you have to say. Content management evangelist Scott Abel will show how several popular web tools can be used to extend your marketing reach and get your message in front of relevant targets.

Attendees will learn how to leverage content assets including:

  • Slide decks (conference presentations)
  • White papers
  • Articles
  • Case studies
  • Blog posts
  • Podcasts
  • Webinars

Find out how to take advantage of web -based services that can help you:

  • Attract new subscribers to your email newsletter
  • Automatically create and send email newsletters from blog content
  • Expose your conference presentation slide decks to audiences far larger than the average conference session
  • Repurpose and extend the reach of your existing content
  • Find new business opportunities
  • Position yourself as the expert on any topic

[Case Study] ChicagoPublicLibrary.org - Rebuilding a Website One Book at a Time

Speaker: Kelly Wheeler & Fred Salchli
Time: 1:00 PM - 1:50 PM   Date: February 18
Room: Golf
Track: Case Studies

The Chicago Public Library was established in 1873 and today is one of the largest public libraries in the U.S. Its first website was created in 1998. Eight years later they needed a new one.  How did they do it?  The library (which started as a single branch in an abandoned water tank) rebuilt its website with 13 new systems and applications, 1.5 million catalog records and patron services supporting 2.8 million people. 

Attend this session if you are involved in a website development project.  You’ll learn about content management, workflow, training and support.

This presentation will explore the following topics:

  • Using a content management system
  • Site search/Googlemini
  • Integration
  • Legacy content
  • Usability
  • Staffing
  • Working with vendors
  • Technical support
  • Environments
  • Multilingual expectations

Kill the Corporate Voice: Your Company's Website on Web 2.0

Speaker: John Eckman
Time: 2:00 PM - 2:50 PM   Date: February 18
Room: Golf
Track: Case Studies

Companies are made of people. Corporate websites, however, still tend to feel like they’ve been created by robots, designed to eliminate all authentic human touch from their interactions with “outsiders” (aka customers, prospects, partners, potential employees, current employees, etc). What would a website which really represented the people in the company and what they’re doing look like?

This session will focus on those who’ve attempted to go beyond the corporate voice online. We’ll look at some successful and some not-so-successful examples and talk about what an authentic internet footprint looks like in the age of authenticity, mass syndication, and participation. Focus is non-technical, though some discussion of enabling technologies will be included.

Marketing Campaign Management on the Web: The Current State of Marketing Tools within WCM Systems

Speaker: Tony White
Time: 3:10 PM - 4:00 PM   Date: February 18
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

Anyone involved in the purchase or use of a web content management system for online marketing purposes should consider attending this session. We will examine the fundamental requirements, challenges, and goals of organizations in a broad range of industry verticals that are dependent upon their websites for revenue generation and brand protection/promotion. Next, we will take a look at some of the features and functions in current WCM solutions that enable companies to effectively manage online marketing campaigns. While our approach will be vendor-neutral, attendees will leave the session with a working knowledge of the state of marketing campaign tools within the WCM market. Real-world examples will include usage of features such as community forums, customer reviews/ratings, blogs, wikis, online analytics, explicit/implicit personalization, multi-channel branding, “searchandising,” and advertising.

[Case Study] Using Social Networks To Promote A Book

Speaker: Gary Unger
Time: 3:10 PM - 4:00 PM   Date: February 18
Room: Golf
Track: Case Studies

Come hear how unknown first time author Gary Unger took the advice of his publisher and signed up on LinkedIn and immediately started seeing incredible sales from a soft selling strategy. Gary’s book sold out at Amazon, Border and Barnes & Noble using an email campaign and the major social networks. Gary will tell of the successes and failures of his tactics and strategies in marketing his book on a no budget allowance. With the success of Gary’s activities a major market television broadcaster has asked Gary to make his book into a TV show. You’ll hear about the rules Gary broke and some he couldn’t. Gary’s message is fun, exciting and most of all empowering. Learn how you can apply these same strategies to increase sales and awareness of your business or even to improve your “social” standing. Social networking is the “word of mouth” marketing strategy on steroids when done properly.