Web 2.0 Expo Day 1 Notes
Here are my notes from the Web 2.0 Expo Day 1.
Community Building: Good, Bad, and Ugly
Dawn Foster (Jive Software), Jeremiah Owyang (Forrester Research), Bob Duffy (Intel), Kellie Parker (PC World & Macworld)
- Community managers represent the company to the community and the community to the company
- What if you build a community and no one comes? Find the most passionate people and make them informal evangelists. And start blogging and podcasting. Offer incentives, t-shirts, drawings, and contests.
- No mention of Drupal. Unsurprising because Jive was on the panel.
Creating a Coherent Social Strategy for Business
Charlene Li (Forrester Research), Josh Bernoff (Forrester Research)
- New book: Groundswell by Charlene and Josh
- Need to start with objectives for building a community
- Generic objectives
- Listening: doing customer research (dog food research powered by Communispace)
- Talking: getting people talking around your brand (Brides.com countdown calendar widget. Beinggirl.com)
- Support: solving customer issues (blueshirtnation.com - they didn't mention that it's a Drupal site built by Achieve!)
- Energizing: ?
- Embracing: make suggestions (My Starbucks Idea produces free wi fi in stores based on suggestions)
- They have an ROI template for corporate blogging that shows $285K expense in training infrasructure, production, $353K benefit in visibility, PR, WoM, support savings. Those are huge numbers. I'm glad my blog didn't cost that much, but I hope we get that much benefit.
- Keys to success
- Start with customer needs
- Choose an objective you can measure
- Line up executive backing (this is hard)
- Romance the naysayers (legal, reg affairs)
- Start small, think big
From the Q&A
- If your customers are already on a community, join it and participate rather than rolling your own totally separate thing (Ernst & Young on Facebook)
Best-kept Secrets to Search Engine Optimization Success: the Art and the Science
Stephan Spencer (Netconcepts)
Slides at http://netconcepts.com/learn/seo101.ppt
- Lots of little tricks. I hope my SEO company knows them all :-)
- I'm glad that Drupal automatically handles a lot of these things well
- Image replacement sounds interesting. It's like accessibility for Google.
- Keyword density and prominence sounds hard (ranks.nl)
- Thin slicing how to SEO your pages: focus on the most important elements (title tags)
- Yahoo link explorer is interesting http://siteexplorer.search.yahoo.com
- Build a database of high page rank sites and then try to network into them
- Buying a site for SEO purposes helps you inherit their trust
Expo Show Floor Crawl
I think the most interesting thing I saw was this wonderful little old lady getting an earnest demo and pitch from ThoughtFarmer. Here's the photo. You just never know what you're going to see at Web 2.0.