Internet Strategy Forum Summit West 2007

Posted • July 19, 2007 • 3 Comments

Web 2.0: Social Strategies

Hi from the floor of the 2007 Internet Strategy Forum’s Executive Summit. I will actually be posting live.

Rob Smith the editor of the Portland Business Journal is the MC for today’s event. At the end of the day I will be attending a networking event. Just by attending I will have a chance to win a $200 Best Buy gift certificate. Rob just introduced Robert Scoble. Robert is rated the #34 blogger in the world.

Robert Scoble told us the story of when he left M$. He had told his friends to not to tell anyone. In no time at all a blogger Robert didn’t even know had a blog post on his leaving M$. In no time at all it had had been reposted all around the face of the earth. Wow the power of the net. He told us about Twitter and how fast the word spreads over the world.

FaceBook, MySpace for College kids. You are allowed to investigate people with similar likes. Who’s friends are who’s. You can send videos to just your friends or to just one person.

Flickr is up on the screen. Robert is telling us about when he was invited to join John Edwards in his airplane in the campaign trail. John actually had a blogging expert, photo expert, and video person to take care of the internet marketing.

Blog Search tool by Google. You need to see what people are saying about you and or your company.

Kyte.tv is a place where Robert plays or works as the case may be. Techmeme is on the screen now and Robert is talking about how fast the reports are being updated. It has a great page that gives you the hottest tech topics on the web with very quick updates.

By the way Robert uses a Mac.

Rob is now introducing Mark Colombo VP Electronic Channels FedEx. We are getting a lesson on Ben Franklin. Mark is relating Ben Franklin to web 2.0. The way I see it this is a tough comparison. Ben Franklin can be defined to the the details. Web 2.0 is such a hard term to nail down it is like trying to squeeze jello without having it escape through your fingers.

The slide on the screen shows Ben Franklin in front of a Macintosh computer. Mark is using a PeeCee for the presentation. Ummm interesting. Mark defines web 2.0 as the use of newer internet applications. This presentation is really a marketing piece for FedEx in disguise. Final thoughts on FedEx… they are not a web 2.0 company. They don’t even believe in having their own blog.

We are taking a 10 minute break. We are back from the break. Rob just introduced a representative from Rubicon Marketing Group Inc. They are a speaker sponsor for ISF Summit West.

Tim Kopp the CMO of WebTrends is the next speaker. Time came to WebTrends from Coca Cola. Marketing is a conversation not just an information push. Consumers have an explosion of choices today and this brings about increased expectations. This includes personalization.

Technology – Finance – Marketing the intersection is where Web 2.0 pays off. The consumer is in charge. People are using RIA and the over whelming majority believes that it is adding value to their lives. WebTrends will launch their new engagement software in 2 weeks.

Rob is introducing Cammie Dunaway CMO Yahoo!
Building Brands in a Web 2.0 World.

Cammie Dunaway – Chief Marketing Office

Cammie Dunaway joined Yahoo! in June 2003 as chief marketing officer, responsible for leading Yahoo!’s worldwide branding efforts and driving the company’s product marketing initiatives. A seasoned executive with over 20 years of marketing experience.

Collaborate and share. Marketing is all about the consumer and or customer.

Consumer trends:

• We are all overworked & overwhelmed
• Addicted to leisure
• information Junkies
• consumers are getting a lot smarter
• master hypertaskers
• growth of community

Online marketing tips:

• Target Target Target
• Make it interactive
• Use Rich media
• Use Video
• Bring content into your ads

Final Thoughts from Cammie:

• don’t treat websites as just destinations
• champion targeting + creative
• encourage experimentation
• let your best consumers participate
• think integration
• insist on teamwork

Next is the Panel Topic:
Workforce 2.0: Avoiding Pitfalls, Leveraging Power

Discussion Led By:

Mary Alice Colvin
Senior Marketing Consultant, Allyis

Panelists:

• Bryan Rhoads, Sr. Internet Strategist, Social Media, Intel
• Mark Erickson, Sr. Computer Scientist, Adobe
• Linda Gold, Founder, President & CEO, M3i Works
• Thomas Powell, Founder and President, PINT

They Promised we would gain insights from the frontline experiences of Web 2.0 leaders. Maximize the positive impact of the intersection of technology and cultural shifts. Demystify Web 2.0 tools and incorporate practical business and marketing approaches that leverage engineering, applications and worldwide social media. They delivered.

The reason I didn’t give you a more detailed description of this panel discussion is that I was too involved in to take copious notes.

So what’s my take on Web 2.0?

You are going to be involved in Web 2.0.

To use a sports expression. Whether you are playing at home or away is up to you. (good thing I don’t have to define web 2.0)

Up next is Mike Moran

Distinguished IBM Engineer

IBM
Author of Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site.

Mike’s topic is Marketing 2.0: Do It Wrong, Quickly.

Mike is contradicting earlier information we received earlier this morning. (About Diet Coke and Mentos)

• Be real
• Be relevant
• Be responsive

What is it we are looking for?

• How are we watching people to see if things are better than before?
• How can you drive demand for your products?
• What are your conversions?
• Your website is for getting people to respond to you and take the next step.
• Whatever that next step is it doesn’t matter.
• How do you measure the results?
• Did the see the message?
• Did they choose it?
• Did they buy it?

Customers will vote with their mice.
Respond to the world not to just your customers.
Do it wrong quickly and then fix it!
Listen Learn and adjust.

Steve Gehlen just introduced the last speaker of the day, Erik Kokkonen
Vice President, Global Publishing Services
CNET Networks

Erik’s Topic: Could The Web 2.0 Party Be Over Already? The Move Toward Enterprise 2.0.

Erik’s presentation was weak. Every third word was “uh” and he read his slides to us. Once I got over the previously mentioned stuff there was content being delivered. Too bad it had already brought to the podium earlier in the day.

The party after was crowded but the energy was high. All and all it was a very good day. Even if I had to wait until I got home to see the “Tour de France”. I can’t wait until tomorrow’s Internet Strategist Career Path Symposium.

Late,
Gary Pool

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