Web Content 2007 Programs

Using Web Content To Build the Customer Relationship

Organizations put a lot of effort into designing effective web sites (accessible, readable, usable) but now it’s time to move away from static content to interactive personalized content that helps to build the customer relationship. This keynote session looks at how you can match content to customer needs, partner with the customer to integrate customer knowledge and experience back into the site, and develop an effective and rewarding customer relationship. Learn how to create a web site that simultaneously helps your customer meet their goals, achieves your organizational needs, and deepens the customer relationship at every point.

This session provides an understanding of:

• The relationship management lifecycle (RML)
• Potential customer interactions
• Use of Web 2.0 functionality to support the customer relationship
• The role of a content framework
• Levels of customer relationship support

Managing Radical Change in Turbulent Times

Today’s most exciting businesses and markets are no longer characterized by incremental change or ratable evolution. We live in a time of radical obsolescence where current products and services of considerable value and utility can become essentially useless and worthless overnight. This presentation is about managing the radical organizational changes which will be increasingly necessary for any business which wishes to remain competitive in tomorrow’s marketplaces.

Unconventional Collaboration

Developing software? Managing a project? Jason Fried shares his unconventional yet effective ideas behind the collaboration style of 37signals in producing their web-based software including Basecamp, Backpack, Campfire, Ta-da List and Highrise. Jason will challenge your thinking about team size, location, meetings and decision making in a collaborative environment.

Semantic Web - Closing Keynote: Semantic Web - How Web 2.0 is changing the way we manage content on the web

There are several dynamics at play in Web 2.0, including consumer generated media (CGM), publish/subscribe, social networking, XML Syndication and others. Combined with rapid development tools and initiatives like structured blogging and microformats, we are finally realizing some of the promises of RDF and the semantic web. This session will describe how Web 2.0 initiatives are deriving meaning from information and the implications for content on the web in the coming years.

The Blogzilla Report: Fact, Fiction, Fear; The Monster of the Internet Explored

Everything you think you know about blogs is wrong, starting with the name. The original name for Chilean Sea Bass was the Patagonian Toothfish, and no one would buy it. Blogs are really an amazingly easy to use a content management system. When combined with analyzing site statistics, blogs can generate amazing traffic and Google visibility for your site.

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Four Letter Words: How Wiki and Edit are Making the Internet a Better Collaboration Tool

A wiki is more then just a collaborative website; it's a new way of doing things. So how do you introduce it to your organization, get people excited about it, and encourage wiki-based collaboration and knowledge construction?

Social Networking and Community Building Tools & Technologies

Online experts are saying that social networking on the web will be one of the top marketing strategies for accelerating new product launches as well as leveraging new thought leaders in every industry. Learn how tools like blogs and social networking sites can turn your marketing cost center into a profit center.

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RSS: The Publish/Subscribe Model

The introduction of RSS heralded the arrival of publish/subscribe as a generalized model for information exchange on the Internet. When fully rolled out, every piece of information generated in the world will be instantly available and findable in real time, forever changing the search game. Learn how publish/subscribe is the third important pattern of information exchange and how this will impact content all over the Internet in the next few years. There will be obvious implications for consumers, but as information changes from a passive to an active resource, publish/subscribe will introduce fundamental changes into how businesses are structured and run.

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Software as a Service: Understanding Hosted Web Content Management Solutions

The traditional world of software has been undergoing some radical changes. Some of those changes, like Software as a Service (SaaS), are a great benefit to users. This is a radically different concept from a traditional software model because the SaaS model actually makes it easier, faster and cheaper to buy, use and maintain the software.

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An Integrated Strategy for Online Marketing: Email & Search.

There are two basic aspects of successful relationship marketing - beginning a relationship and maintaining that relationship to the mutual benefit of both the organization and its constituents. In this session, we will see that while "search" is the critical component to what traditional marketers call “acquisition” marketing, data driven email is the critical element in building and maintaining that relationship.

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Enabling the Semantic Web With RDF

Resource description framework (RDF) is a way to describe resources. It serves as a basis for using the semantic web in content management systems and provides enhanced querying capabilities. RDF allows for a richer environment for describing complex applications and relationships. We will discuss how RDF can change developers and integrators' web experience and leverage standards like the Dublin Core.

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CMS Panel - "Where's it Going?"

Fred Salchli, Duo Consulting    Moderator

Join us for a lively discussion on tools and trends in the web content management space. Join speakers from CrownPeak, eZ Publish, Fatwire and Hot Banana as we discuss the web content management market, as well as technical trends in the Industry and where they intersect. Learn from leaders in the field where they are going what changes you can expect in the future based on investments they are making today.

Panelists
Ståle Eikeri, Jason Crea, Kamal Kapur, Robert Rose, David Terry

A Pragmatic Look at Web 2.0 - Moving Beyond the Hype

Tools & Technologies
Ståle Eikeri, eZ

Is the mainstream ready for the adoption of Web 2.0's hyped features?
This session looks at how organizations of different sizes can apply the interactive concepts and technologies of Web 2.0 to become a winner on the web. In order to succeed on the web, organizations do not need to aspire to become the next Flickr or YouTube.

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Designing Content for Usability

What do you do with a site that looks fantastic but is a navigation nightmare? Duo Consulting's creative director will share the principle tenets of usability and how they apply to your site design. You will learn what works and what doesn't from a design perspective so you can avoid a beautiful mess.

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From Folksonomy to Taxonomy

“We don’t need no stinkin’ taxonomy…” So you say? Just going to tag everything “socially”? Let that Web 2.0 magic organize, evolve and watch content ‘emerge’ from the miasma of your unstructured shanty town of an Intranet? Well guess again, Tonto. It ain’t that easy, as they say.

Yes, Web 2.0 concepts are valid. Emergence is a legitimate concept. In fact complexity and tagging actually have a great deal in common. In this session we’ll explore the role of folksonomies and help you understand where they fit in through the “continuum of information value” from low cost/low value, unstructured content and processes to higher cost, higher value, well-constructed content with inherent organizing requirements and principles.

After this session you’ll be able to argue with the best of them and understand that it’s never an either/or scenario. We’ll give you tools to understand how to think about informal and formal taxonomies, social and structured tagging and when to apply each.

Building Online Communities

Content Design & Access

Bryant Shea, Molecular

It used to be said that "the brands who tell the best stories will win." No more. The amplification of the voice of the customer through social networking and other user-generated content has altered the truth to "the brands whose CUSTOMERS tell the best stories will win". Consumers have taken control and most companies don't know how to engage them. Learn how some companies are using technology to build brand loyalty and increase market share through online communities.

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Website Optimization and Automation to Maximize Lead Generation and Conversion

Content Design & Access
David Terry, Hot Banana
eMarketing must drive sales, period. Proving that it can – and quantifying that it does – is today’s conundrum. Providing a tangible return on marketing investment (ROMI) in today’s “always on” world is challenging for marketers deluged with questions such as:

• Is our website delivering the lead generation and conversion you promised? How did you measure the results?
• How do our eMarketing campaigns get coordinated with the website?
• How does the website contribute to company revenues?

Answering these questions with confidence depends on your knowledge of the essential components of profitable marketing: content consistency, usability and context, and measurement and analysis. It also depends on the technologies you have in your toolbox. Enter the web CMS-driven eMarketing platform – optimizing and automating your website to become a programmable sales representative/lead qualifier-your new best friend

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Modifying Content To Improve Search Engine Optimization

Attendees will learn about the advantages of using content management tools vs. HTML to enhance their sites for search engine optimization. Content in this session includes:

• Looking at source
• Tools to support SEO strategies
• Exemplary sites
• Linking strategies and PR that make Google, Yahoo and MSN stand up and look
• Scaling up content on your site, without scaling the walls

This will be a very interactive session - and thought provoking. So, be prepared to be engaged

Improve Your User’s Experience; Improve Your Bottom Line

Apple, Netflix, Jetblue and Google. These companies deliver products and services that are similar to their competitors, but they excel in customer experience. Experience can be your competitive differentiator with real and measurable impacts on your bottom line. Brian will explain how user feedback, web analytics and stakeholder inputs build the foundation for designing better a better user experience.

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Rocketing to the Future of Interactive Marketing

From Renaissance cryptographer Leon Battista to Napoleon's Russian campaign of 1812 to George Jetson (and his son Elroy), bestselling author Jeff Zabin promises to cover a lot of ground in this insightful presentation about the emerging trends and next-generation technologies reshaping the world of interactive marketing. Jeff will share his latest thinking on the key concepts he explored in his book Precision Marketing, which won widespread acclaim and was translated into five languages. Jeff will also preview his new book-in-progress, which explores how the latest advances in customer data integration and analytics is already enabling companies to become less product-centric and more customer-centric. Painting a vivid, technology-enabled portrait of marketing improvement that speaks as much to the past as to the future, Jeff will explain how a new era of best-next-action marketing decisions allows companies to more effectively attract, retain and leverage profitable customers.

Learn how to capture, integrate, enhance and analyze customer data to derive actionable insights that will enable you to create the messages and offers most likely to elicit a favorable response from prospects and customers. Preview some of the emerging technologies and analytic capabilities that will drive marketing improvement in the years ahead.

Supporting User-Generated Content

Relevancy: The Essential Ingredient to Exceptional Online Experience

Every business expert knows the importance of delivering messages that are relevant to their target audiences. Yet 85 percent of companies still have a one-size-fits-all website. In this session, Kamal describes a complete example of an exceptional online customer experience, and shows the exact steps the company took to deliver that experience. You can easily apply the same process to your own web initiatives.

Avoiding the Target Trap: Creating Accessible Section 508 Compliant Content

Learn why Target Corporation found itself in litigation for not having Section 508 compliant website content. This session will deepen the knowledge of attendees in the following areas:

• A practical review of Section 508
• Why it is important
• Who needs to conform and why
• Useful tools, practices and procedures
• Examples of successful implementation in practice

All attendees will receive useful handouts, access to presentation visuals, and Section 508 intelligence at the session and after the conference.

Making it Personal: Designing "My" Web

What does it mean to deliver personalized content? How does it change the way we design, build and deploy consumer products? Now more than ever, our audience leads the way for us. But finding the right balance between customer feedback, competitive inputs and creative ideation is critical in developing killer apps that will be used and loved by consumers.

Driving Effective Email Marketing With Web Content Management

Well designed, professional email marketing is the easiest and most cost-effective way to bring offers and messages to customers, prospects and partners while increasing site traffic.

A content management solution is an alternative to manually coordinating email templates and mailings and takes the guesswork out of the effectiveness of the campaign. A CMS provides:

• Easy opt-in forms for your website
• Powerful, web-based admin tools
• Professional HTML email messages
• A high performance, dedicated list serve
• Complete site statistics including number of unique visitors

Attendees will learn what they need to know when trying to get a return on marketing campaigns and website.

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Developing a Content Framework to Support Relationships

A content framework is the underlying structure for your content that enables you to effectively create, manage, retrieve and deliver content. It provides the common structures for content creation that support the customer relationship management lifecycle and ensures that content is consistently structured, written, and reused. A content framework makes it possible to consistently meet customer expectations.

This session introduces the methodologies and best practices for:

• The definition of customer relationship management lifecycles
• Techniques in mapping content types to the lifecycle
• Design of modular content types
• Design of content components that allow for both consistency of structure and delivery while still allowing for flexibility and creativity where appropriate
• Developing a realistic content reuse strategy
• Effective techniques for adopting a content framework.

Managing Content for Personalized Multi-Channel Publishing

Even with the influx of web content tools into the marketplace it is still difficult to manage personalized marketing campaigns across both online and print media. This session help both marketing and IT managers navigate through the myriad of technology options available so they can build the optimal solution for their environments.

When Open Source Makes Sense

Organizations looking to avoid the high up-front costs of software licenses for their content management applications have a few options. Seth Gottlieb explains the spectrum of content management requirements and when an open source solution may be the most practical choice. This presentation will identify the types of business most compatible to open source software and tips on evaluating an open source CMS.

User Experiences with Free/Open Source (FOSS) Content Management Systems

This talk will present our experience in using the Plone content management system, a free/open source (FOSS) solution based on Python/Zope, to maintain a departmental web presence. We'll discuss how small-to-medium size departments can reap the benefits of a CMS without having to become experts in the various web standards, graphics design, or system administration. We'll present a summary of lessons learned (the good, the bad, and the ugly) and how we plan to move forward with a hybrid strategy of using Plone for managing department-specific projects and integrating with a university maintained/supported commercial CMS solution.

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Using Google tools to optimize content for business results

Finding the right messaging can make or break the success of your website. Learn how to manage the risk associated with changing content and how to measure the effectiveness of your work.

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Understanding the Impact of Change: How to Become a Master of Your Craft, Again (And Again)

This session will go into the impact of change on your professional identity. Learn about:

• Peer-mentoring and how it can help you cope with rapid change
• Recognizing the cause of your resistance to change
• Positive brainstorming, exploring and experimenting (appreciative
  enquiry)
• Defining new boxes to think outside of reinventing yourself in a new career direction

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