It's the People, Stupid

Marketing & Community
Location: 2006 Level:
Average rating: ****.
(4.26, 23 ratings)

The most interesting problems on the Web are social, not technical. Once the open, social stack moves into wide use, the real work is going to be on us to create ongoing experiences that inspire, inform, evolve. Avoid this talk if you want to hear about monetizing community, gaming the newest social site for a quick spike in your user numbers, or how to get a [insert cutting edge social platform] strategy for your brand.

Instead, we’ll diagram (sentence-like) real examples of marketing and revising (reviving?) Web products for connected consumers. Think of it as Mind Hacks for Web Marketers. We’ll show you how sites like Dogster, Etsy, Moo, Photojojo and others parlay initial passions into deep, sustained, active communities. People-powered thinking extends well beyond messaging. Instead, we’ll preach a connected style of marketing that addresses a range of operational areas, both coming & going. We’ll pay particular attention to what happens after launch, as we think an attentive to and fro is the intimate secret of success.

Photo of Brian Oberkirch

Brian Oberkirch

Small Good Thing

BRIAN OBERKIRCH leads a social web consultancy and tries to make things people will truly love. He has thought thoughts and written words and scribbled diagrams and goaded people to use the Force for good in the service of companies like Nokia, Dow Jones, Sony and others. He loves startups and vintage cocktails, is from Louisiana, and, as such, is usually talking about what he is going to eat next. He is taken with words. He may blog overmuch at

Photo of Deborah Schultz

Deborah Schultz

An Internet-industry veteran and innovator, Deborah passionately believes in the power of technology to connect people, communities and business. She currently advises both start-ups and the Fortune 50 on the impact of social software on business strategy & customer relationships. She is also currently Procter & Gamble’s Strategic Adviser for Social Media and is developing a P&G Social Media Innovation Lab designed to actively explore and gain insights on the impact of the social web on business.

Previously, Deborah was Marketing Director at Six Apart, ran her own marketing consultancy firm, was a management consultant at AnswerThink and spent five years at Citibank where she developed many of the global bank’s first internet initiatives. One of her proudest accomplishments was launching the Downtown Info Center, a lower Manhattan community center & online hub to revitalize lower Manhattan after the attacks of September 11th. Deborah is a graduate of Barnard College, Columbia University.

The former Manhattanite is now a tireless road warrior and can be found in SF, NYC, or Tel Aviv. But wherever she is, she’s always ‘connected’.

Comments on this page are now closed.


Brian Hawkins
04/03/2009 8:04am PDT

This was one of the great sessions I’ve attended. Upbeat and relevant!

Picture of Michael Findling
Michael Findling
04/02/2009 7:05am PDT

You gotta love the elegant way that Deb explains her passion. I truly believe that a lot of these tools and sites out there forget the critical dependency of the human touch.

  • 3Tera, Inc
  • Ascentium
  • Awareness
  • HiveLive, Inc.
  • ImageSpan
  • Jive Software
  • Juniper Networks
  • Kapow Technologies
  • Keynote Systems
  • LithiumTechnologies
  • Nokia
  • nomee
  • Qtask
  • Rackspace Hosting
  • Remy
  • TamTamy
  • Vignette
  • Yola (fka SynthaSite)
  • Znak
  • IBM
  • eBay
  • Microsoft Corporation
  • Adobe Systems, Inc.
  • EffectiveUI
  • Germany Trade & Invest
  • NeuStar
  • ONEsite

Sponsor & Exhibitor Opportunities

Natalia Dugandzic

Media Sponsor Opportunities

Matthew Balthazor

Speaker / Program Ideas

Have a suggestion for a speaker or topic at Web 2.0 Expo San Francisco? Send an email to:

Press/Media Inquiries

Maureen Jennings


Natalia Wodecki

Contact Us

View a complete list of Web 2.0 Expo contacts.