Calibrating the Compass
Trends in Digital Marketing at Web 2.0 Expo
31 Mar - 03 Apr 2009

Agenda
What is Web 2.0 and Why Does It Matter?
Snapshots
Random Miscellany
Themes & Trends
Discussion & Questions

What & Why?

Internet as platform
Open APIs
Web 2.0
Mashups
Connections, not silos

Web 2.0

Government
2.0
Search
Mobility
Marketing Long Tail
Web 2.0
Cloud
Social
Computing
Media
Crowdsourcing

Why does this matter to CMD?
Cool ideas
Best practices for digital
Industry momentum
Position of leadership

Snapshots
Seminars •!Keynotes •!Expo Floor

Why Social Media Marketing Fails
Panel Discussion
Charlene Li, Groundswell
Peter Kim, Forrester Research
Jerry Owyang, Forrester Rsch.

How Would MacGyver Do Design Research?
Jackson Wilkinson, Viget Labs
Look for ways to make user testing
easy & inexpensive
Fast, versatile, clever, results-oriented
Silverback
Low-res prototypes

How Would MacGyver Do Design Research?
Jackson Wilkinson, Viget Labs
Look for ways to make user testing
easy & inexpensive
Fast, versatile, clever, results-oriented
Silverback
Low-res prototypes

Alternative Reality Gaming
Fourth Wall Studios
Finding the Web’s true potential as
narrative medium
I Love Bees, Year Zero, Watchmen
Perfect for consumer launches for
major tech brands

workFLOW: a better, more fluid way to work
Kelly Goto, Gotomedia
Better work/life balance
through stronger teams,
process and organizations
http://gotomedia.com/goto/
flow/2.0expo/

workFLOW: a better, more fluid way to work
Kelly Goto, Gotomedia
Better work/life balance
through stronger teams,
process and organizations
http://gotomedia.com/goto/
flow/2.0expo/

Search Marketing Strategies
Heather Lutze
Long tail keywords
Google external keyword tool
Move away from ‘informational’ terms toward purchase keywords
Move away from ego
Look at mis-spellings
Stop thinking from your perspective
Toolset
LinkedIn
Facebook
YouTube
ShareThis

Sparking a Crush: Attracting and Retaining New Users
Alexa Andrzejewski, Adaptive Path
Don’t move too fast and ask too
many personal questions
Make things easy
Small steps
Don’t put a lot of demands
Hand-holding is good
Don’t make them wonder

10 iPhone UX Anti-Patterns
Toby Joe Boudreaux, CTO - The Barbarian Group
Full-service digital agency
Subservient Chicken to iTunes8
visualizer
Wrote their own HTML
presentation tool

HTML 5 Mobile Apps
Vic Gundrota, Google
Replicates desktop-like experience
Cross-platform
Offline data retention
iPhone & Android for now
Pre, Nokia & others coming

Sunlight Labs & Sunlight Foundation
‘The best of disinfectants’
Using Web 2.0 technologies to
foster government openness and
accountability
Sunlight Labs API
Capitol Words API
Cross-party funding & support
Polling Data Visualization

Collaboration at Scale
IDEO
Case study on The Tube (internal collaboration platform)
Successful after 5x failed attempts to build intranet
5 Principles of Agency Collaboration
Build pointers to people
Reward individual participation
Demand intuitive interfaces
Go where people already are
Build adaptive systems that flex over time

Whopper Sacrifice Case Study

Whopper Sacrifice Case Study
Matt Walsh, VP - Crispin Porter + Bogusky
‘Failure’ is still a form of success
Goal is to create conversation around brand
Start with the big idea
Creative briefs written as press releases
and read out loud
Small focused teams
Claims of ‘process’ and ‘structure’

So much more...
Protoshare Google External Keyword Tool
Nokia Ovi ShareThis
Nomee Ignite
Tumblr|Radar Xero
DemandBase MotherApp
ChartBeat (demo) GitHub

Cool Connects
Karen Lachtanski, Nokia Jeff Newell, Ascentium
Guy Rittger, HP.com Nema Hashemi, Lithium
Freddy Snijder, VisionScapes Jennie Zeszut, CEO, Scoutlabs
Greg Biggers, CMO, Chordiant Diane Reischling, Apple

Fun Stuff & Dumb Stuff
Leaving my MacBook at the Living the brand: Twitter &
Oakland Airport Facebook experiment
Helping my friend Kevin name Realizing after the third day that
his startup lunch was served
Using Twitter to find people in
session audiences

Themes & Trends

Themes
Technical excellence is becoming table stakes.
Too much amazing stuff? A massive shake-up seems inevitable.
Organizational transformation is a widespread theme (enterprise, govt., social)
Economic uncertainty and a sense of desperation for the next big thing
Twitter is everywhere but no one is sure exactly why
Increased focus on business priorities, less hacker idealism
All the giants want the same slice of pie
It’s hard to overstate the impact of a pervasive, mobile, social Web

Discussion & Questions

Resources
Twitter #w2e, #smfail, @billbush
http://www.web2expo.com/
webexsf2009
Presentation and PDFs in my
shared folder