Marketing and advertising are in a process of profound evolutionary change, and the agencies, brands, and individuals who can harness the power of 2.0 media and marketing will emerge as the leaders. We’re still chasing the state of the art in SEO and SEM (search engine marketing and search engine optimization), and now we need to understand SMO (social media optimization). Online marketing promises greater accountability and measurability, but metrics get complicated by syndication, widget marketing, audience fragmentation, and a dozen other factors. Conversational marketing asks us to bring transparency, engagement, and a human voice to our campaigns, but what media enable this and how does that work in the context of large, established brands? Do we have to give up control to play in the 2.0 world? And do the trends of next generation of media and marketing scale? We’ll look at best practices, real world examples, and horror stories.
No SEO fundamentals here—take your SEO skillset to the next level. Get the "secret sauce" to rocketing past your competitors and learn stuff most agencies won't reveal.
This presentation explores how innovative businesses are becoming more transparent with their audience and suggests an overall framework that both online and offline companies can use to start having a real conversation with their customers.
This workshop will cover the fundamentals of search engine optimization (SEO) and social media optimization (SMO). The workshop will focus on how to acquire unpaid (aka "organic") web site visitors from search engines like Google and Yahoo!, as well as from social networking and social media sites like Digg, MySpace, Facebook, and YouTube.
This session focuses on the next wave of social computing—the pending collision course between mobile and location positioning systems, location-based services, and social networks. Location is the ultimate context and with GPS services, it only gets more exciting. Marketers beware: this is the next big thing.
Steven Johnson, executive chairman of Outside.in, and Chris Tolles of Topix discuss how the Web's going local, what that means for people wanting to get information about where they live, how businesses are trying to reach those people, and the companies helping make this happen.
Web 2.0 technologies are introducing automation in advertising, and consequently festering a man-versus-machine debate. Where manual labor bred inefficiencies and frustration, Web 2.0 is heralding a computing and algorithmic transformation. These varied systems increasingly deliver sophisticated analytics and action-oriented recommendations that yield smarter, more profitable outcomes.
We live in a world where the little things really do matter. Each encounter no matter how brief is a micro-interaction that makes a deposit or withdrawal from our rational and emotional subconscious. Find out what organizations are using this and how we'll all need to re-think how brands are built and sustained in an ever-changing 2.0 world.
Explore contemporary tools for news gathering and information sharing including methods for using social networks and applications like Twitter, Friendfeed, aggregators like Bloglines and Google Reader, and popular indices like Popurls and Techmeme.
Every company wants to be more connected to its customers and prospects, and Web 2.0 is opening up vast possibilities to do so through online customer communities. In this high-energy, highly interactive workshop we’ll explore elements needed for a community to thrive, common obstacles, biggest business benefits, and how to measure success.
More than a dozen boutique agencies are still developing virtual ad campaigns for major real-world clients in Second Life, often returning impressive results. What are the pros and cons of marketing in a user-created world, as opposed to other virtual worlds?
The Tipping Point is toast! We all love the idea of "influentials” —those hyper-connected, ultra-respected thought leaders that can make your product reach the tipping point. But the latest science and real world experimentation shows that “influentials” don’t really exist, that viral growth is partly random, and that riding a wave is much easier than creating it.
Marketing and PR are shifting from an inbound, one-way channel into collaborative streams of market, product, and service-related conversations. We’ll review the landscape of strategies, communities, and tools to observe, listen, and build strategies for meaningful engagement in order to contribute and shape your brand in a Web 2.0 world.
An in-depth discussion on the next generation of Analytics 2.0.
Google is not the enemy. It is the example of how to succeed in the internet age. Every company must learn how to think like Google. In this session, we will apply that thinking to BusinessWeek with the magazine's editor.
All major social networks have announced plans to open their sites. This provides marketers unprecedented, cost-effective access to 300 million+ captive and engaged users worldwide. Brands and media companies can leverage this distribution to drive their businesses. This session will show how smart brands like Anheuser Busch, Microsoft, FedEx, and others use social media to drive business.