Sessions at Web 2.0 Expo New York 2011 on Wednesday 12th October

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  • Search Analytics for Your Site

    by Louis Rosenfeld

    Any organization that has a searchable web site or intranet is sitting on top of hugely valuable and usually under-exploited data: logs that capture what users are searching for, how often each query was searched, and how many results each query retrieved. Search queries are gold: they are real, semantically-rich data that show us exactly what users are searching for in their own words. In this session, Lou Rosenfeld will show you how to use search analytics to carry on a conversation with your customers: listen to and understand their needs, better measure how well your site is meeting those needs, and improve your content, navigation and search performance to serve those needs.

    Lou Rosenfeld is an independent information architecture consultant for Fortune 500 corporations and other large organizations, and founder and publisher of Rosenfeld Media, a publishing house focused on user experience books.

    At 9:00am to 9:50am, Wednesday 12th October

    Coverage slide deck

  • The Impact of Ads on Performance and Improving Perceived Performance

    by Julia Lee

    Web performance and ad performance go hand in hand and often, ads impact web performance far more than we realize. Engineers spend months/years of effort on optimizing performance, but ads are usually of developer control and visibility. This presentation talks about the display ad ecosystem, how display ads are integrated into Web2.0 applications, and their impact on different aspects of latency and user experience. It details the “ad journey” of Yahoo! Mail and how we have applied those learnings to improve the perceived ad experience in our latest release. Methodologies on ad troubleshooting, instrumentation, and monitoring are discussed. In particular, Web 2.0 techniques on how to holistically improve user experience and most importantly, perceived performance, due to ads, are shared.

    Julia Lee is Senior Director of Engineering at Yahoo!

    At 9:00am to 9:50am, Wednesday 12th October

  • The Secret Path to Success in Online Video

    by Dina Kaplan

    When it comes to online video, what works is counter to all conventional wisdom and everything you’ve heard about mainstream media. Blip.tv co-founder Dina Kaplan will explain how and why some online series producers are earning more than a million dollars a year, and what the rest of us can learn from them. She’ll talk through the demographics successful online producer target, how they use social media to build their audience and brand, and why some types of content excel over others. Dina will also talk about what corporations producing online video can learn from the world of web series and answer specific questions about how to maximize audiences, and revenue, through online video.

    Dina Kaplan is a co-founder of blip.tv and VP of Marketing and Public Relations.

    At 9:00am to 9:50am, Wednesday 12th October

  • You’ve Successfully Attracted a Twitter Following; Now What?

    by Victoria Harres

    You set up your brand Twitter account. Maybe it was part of a larger strategy or maybe it was a task you assigned to an intern because everyone said your company “needed to be on Twitter.”

    Your Twitter audience is growing. Clients have found you and are using that channel to communicate with you. They ask about products. They ask for help. They expect you to continue to offer interesting tweets day after day. They want to have human conversations with your brand!

    So how do you scale to serve your growing Twitter audience and the demand it brings?

    In this session, we’ll discuss the hats the brand twitterer often is required to wear (customer service, sales, marketing, PR, helpdesk), the strategies a growing Twitter account needs to consider, editorial guidelines, building a team, and the challenges of connecting the dots within the organization.

    Victoria Harres is the voice and team leader behind @PRNewswire. She also manages other Twitter properties and strategies for the company.

    At 9:00am to 9:50am, Wednesday 12th October

    Coverage slide deck

  • Blowing It Up

    by Cindy Gallop

    There’s a different kind of Matrix out there, and it’s the way business operates in the old world order. But it doesn’t have to be that way. Join Cindy Gallop for a conversation on rethinking, reinventing and redesigning your business for the future. Please come prepared to share your own experiences, challenges and questions.

    At 10:20am to 11:10am, Wednesday 12th October

  • Building a Social Library

    by Johannes Neuer, Michael Lascarides, Angela Montefinise and Ben Vershbow

    As collections increasingly turn digital and eBooks become ubiquitous, libraries are also changing how they connect with patrons. The New York Public Library, one of the largest in the United States, has become the number one public library in the world in social media, leveraging staff and social tools to connect hundreds of thousands of users with its collections and services.

    Attendees will learn how NYPL:

    • Increased its Twitter following in 2010 from under 10,000 to nearly 100,000 followers

    • How the Library uses the new BiblioCommons presentation layer on the catalog, and social tools such as Facebook, Twitter, Tumblr, and blogs to make the 50 million items in its collections easier to discover

    • Trains its staff on social media and blogging to equip them for a collaborative approach of social media engagement

    • Develops and promotes applications that allow crowd sourcing of labor-intensive Digital Humanities projects such as transcribing 100,000 historic menu items in little over a week

    • Taps into geo-location services to promote physical visits to its 90 libraries

    • Uses tools such as Radian6, HootSuite, SocialFlow, and Google Analytics to measure and continually optimize its initiatives

    Michael Lascarides is Senior Manager for Web Initiatives for the New York Public Library.

    Susan Halligan, Marketing Director at the New York Public Library.

    Johannes Neuer, a 10-year veteran in online marketing and new media, manages corporate eCommunications and social media programs at The New York Public Library.

    Ben Vershbow is the Manager of NYPL Labs, an experimental unit developing new ideas and tools in the digital humanities.

    At 10:20am to 11:10am, Wednesday 12th October

  • Go Inside the Minds of Over 1,700 CMOs

    by Cindy Finnecy

    What are the key trends that impact marketing today and have the potential to transform the discipline? How are marketing executives responding to the increasing influence of social media, big data and the escalating demands of more knowledgeable, empowered customers? How are they managing the digital transformation that is changing the way people communicate and interact?

    To find out, IBM sought the perspectives of Chief Marketing Officers (CMOs) from around the world. We conducted more than 1,700 in-depth, face-to-face interviews with CMOs from companies of various sizes, across a wide range of industries and regions.

    At 10:20am to 11:10am, Wednesday 12th October

  • How to Speak Geek

    by Katherine Nelson-Reid, Hao Truong and Ingrid Alongi

    Rspec 2, Sinatra, Rack, Git, Riak. No, that’s not a next gen rapper lineup—that’s geek speak. Today’s businesses increasingly depend on reliable, intelligently constructed technology. However, communication barriers between developers and civilians frequently result in lost-in-translation landmines.

    So how can you launch a digital product, or maintain the digital relevancy of an existing one, if you don’t parlez vouz developer?

    Three panelists, all executives and co-founders of technology companies, will discuss the ups, downs, good, bad and ugly of creating an online business at the mercy of an engineering team. The panelists, two of whom are fluent in geek-speak and one who is not, will share their own digital product launch experiences, guiding attendees through tips and tricks for hiring the right development team, the perks of iterative and continuous integration models, and overcoming communication barriers to build mind-boggling digital web and mobile applications. Attendees will leave the panel with a tangible handful of how-tos for ironing out the many kinks of successfully running a business with developers – even if they don’t speak geek.

    Ingrid Alongi is the Co-Founder and CEO of Quick Left.

    Katherine “Kat” Nelson-Reid, Vice President of Sales, Marketing & Business Development of Obtiva.

    Hao Truong is the VP of Engineering at Foodzie.

    At 10:20am to 11:10am, Wednesday 12th October

  • Interface Technologies That Have Not Yet Left the Lab

    by Johnny Lee

    Most consumers (and developers) only seen interface technologies that have made it into widely successful products: the mouse and keyboard, multi-touch, motion input, and basic speech recognition. However for every idea that has reached broad commercial success, there are hundreds of explorations that never left the lab. Both academic explorations and corporate research have generated a vast number of working prototypes that reimagine our relationship with computing. In many cases, these technologies stay in the lab due to economic constraints, competitive landscape, limited software support, business tunnel vision, or are simply ahead of thier time. In this talk, I will cover several examples of interface technology research that have not seen the light of day, but perhaps one day should.

    At 10:20am to 11:10am, Wednesday 12th October

  • Kill the Noise: HTML5?…Flash?…Screw It! Just Make Something Awesome

    by Ryan Hefner and Christoph Ono

    The debate has scorched the internet a thousand times over. And Apple, Inc. has helped hoist the flag that the standards crowd happily stand behind, while the Flash patriots try to defend a tool that has helped pushed the boundaries of the web and interactive experiences as we know it. With the Flash vs. HTML5 debate being a never ending topic of discussion, it seems like the underlying reason behind this whole debate has been lost. Is the goal to fight for a specific standard to prevail, or should we be focusing on the real hot topic – making something that is truly useful for people that has been built with knowledge, care and attention to detail?

    While a carpenter should be familiar and knowledgable about each kind of wood, tool and joint to use for a project, the same rules apply to the designers and developers working in the interactive space. We should not lose sight about the end goal, which is creating a product or service that is useful, intelligent, usable and well-crafted, choosing the right tools and techniques to get the job DONE!!

    In this presentation, Christoph and Ryan will go through a series of case studies and examples that focus on the goals of the project and a look into the craft that went into it’s completion, highlighting on the technology decisions and compromises that were made in order to ship a quality product.

    At 10:20am to 11:10am, Wednesday 12th October

  • You can level the playing field in the 2012 elections by harnessing mobile, social and cloud

    by Erren Lester, A.J. Singh and Abe Pachikara

    A whopping $8 billion – - that is how much will be spent in the 2012 elections.

    While much of this will be traditional media spend, social engines will again drive increasingly agile grass roots advocacy. The lessons and practices from “America” fueled the Arab Spring, which in turn can further evolve during the US elections, through you. Our discussion will focus on how you can make a material difference in this election cycle about issues important to you, by combining the social marketing skills you use for work assignments with new free tools and tips. For example, help your community leader, PAC, or state congressman to crowdsource their issues, syndicate Pew data, mobilize fact checking & opposition research, and more. Deploy mobile apps that enable activism on the fly. History will be made and more than before, you can influence it.

    Join us to hear about lessons and free resources you can use such as: enable OData based service implementation for mobile apps; tap polling/election data; and harness TownHall. Townhall is a free social engagement platform with such building blocks as: moderated and community forums; themes available out of the box; Points + Badges for engagement; polling; events functionality; native code for iPhone, iPad, Android and Windows Phone. It has been used by organizations ranging from Egyptian protest groups, Colombia’s presidential election, and US House Republican leadership.

    Shaping the discussion will be: AJ Singh, CEO of Modularis; Erren Lester, Director of Product Management at Synteractive; and Abe Pachikara, US Developer Adoption Lead for Cloud at Microsoft.

    You’ll walk away with code samples, access to a free Azure demo account and pointers to community discussions you’ll find helpful

    At 10:20am to 11:10am, Wednesday 12th October

  • Developers Meet Windows Phone – Delighting Your Users Just Got Easier

    by Danilo Diaz

    We’re proud to introduce the innovative Windows Phone platform and explain the philosophy behind its user experience design Metro. We will also show you how to take advantage of the proven Windows Phone platform and design principles that allow developers of all skill levels to create engaging and intuitive apps. We will cover the new features of the Windows Phone 7.5 release (code named “Mango”)and discuss how you can take benefit from the worldwide market opportunity that the Nokia partnership provides.

    This session is sponsored by Microsoft

    At 11:25am to 12:15pm, Wednesday 12th October

  • Discussing Design: The Art of Critique

    by Adam Connor and Aaron Irizarry

    In this presentation we’ll discuss the importance of critique and a language for discussing design. It can be easy to complain about the way things are and theorize on the way things should be. Progress comes from understanding why something is the way it is and then examining how it meets or does not meet it’s desired goals. This is critique. Critique is not about describing how bad something is, or proposing the ultimate solution. Critique is a dialogue, a conversation that takes place to better understand how we got to where we are, how close we are to getting where we want to go and what we have left to do to get there.
    The contents of this presentation will focus on:

    -understanding critique
    -best practices for incorporating critiques into a design practice
    -identifying common challenges to critique and ways to improve our ability to deliver, collect and receive critique

    Adam Connor is Senior Experience Designer with Mad*Pow.

    Aaron Irizarry is a user experience/interaction designer for IGN Entertainment.

    At 11:25am to 12:15pm, Wednesday 12th October

  • Mozilla Beyond The Browser

    by Brendan Eich

    Lately many of us using the Web find that we are treated as “product” as much as customers. Our data, including clicks and other expressions of intention, belong to impersonal entities surveilling us from near and far.

    Meanwhile, on smart phones and tablets, application API, plugin, and even website content lock-in or “tying” appear to be making come-backs, reversing a decade-long trend toward highly interoperable browsers, cross-platform plugins, and content languages. The cross-platform interoperability trend on the desktop arguably started with Mozilla, accelerated with the rise of Firefox and the launch of the WHAT-WG (which created HTML5) in 2004, and peaked with Chrome. The reverse trend on mobile devices may be arrested by HTML5, but not quickly—HTML5 is not slated to be done until 2020.

    Mobile devices come with full stacks tied to cloud services, often using proprietary protocols. Mobility raises privacy challenges while demanding integration of people in the browser and even in apps. Yet social networking is also typically locked into silos with non-interoperating identity, communications, and content systems.

    Mozilla was founded to preserve choice and innovation on the Web via open source, open-standards-based products with enough market share to matter in both standards bodies and web developer communities. We achieved this goal with Firefox.

    But our higher-order mission was and remains to keep the user sovereign over personal data, self-expression, and user-experience on the Web. If we succeed at any particular endeavor serving this mission, you should never feel owned or abused, as you were using IE after the death of Netscape and prior to Firefox. Moreover, we believe that the Web should be open to innovation – at all levels of protocol discourse – from the edges, not only from the central gate-keepers.

    So we find ourselves bound by the following logical progression in the current world of rising mobile OS and user data lock-in:

    Our mission obligates us to make the user sovereign and continue to keep the Web open and innovative.
    The rise of mobile computing requires new explorations, projects, and products to fulfill our mission.
    Mobile browsers and apps require always-available (cloud) services, for continuous user experience and to avoid data coffins.
    Higher-layer services today, particularly for mobile, apps and social networking, pull away from open and user-as-sovereign, toward closed and user-as-product.
    So our innovations to advance the mission must expand up the stack, from HTML, CSS, and JavaScript, to mobile, apps, and identity, always putting users first and in control.

    I will present and demonstrate some of our new initiatives:

    Firefox Sync, the Awesome Bar, and the future of search and discovery in our view.
    A decentralized, usable identity system, BrowserId (https://browserid.org/), which can be used to take your apps and data with you from desktop to mobile.
    Open Web Applications that run on any device and can be distributed through any store or directly by the developer (https://apps.mozillalabs.com/).
    An early Boot To Gecko (B2G) prototype. B2G is a fully open source smart-phone/tablet OS that uses HTML/JS/CSS for all of its UI and device control.

    Brendan Eich is responsible for architecture and the technical direction of Mozilla.

    At 11:25am to 12:15pm, Wednesday 12th October

  • Successful API Strategies: Building Blocks for a New Web Architecture

    by Sam Ramji

    The Web has evolved, moving further and further beyond the browser with a new generation of applications, mobile platforms and connected devices. From the internet of things to internet-enabled cars, everyone from new startups to industry stalwarts must continually reinvent their strategies for a rapidly-moving technology landscape. APIs are the building blocks for the new web, fueling apps, platforms, cloud services and mobile; this talk is about the building blocks you’ll need for your own successful API program.

    We’ll discuss a model for choosing and executing the right API business model, using examples of industry success stories and how APIs fuel the new indirect channel. Topics include:

    • Market Segment: How an API can extend and accelerate the core business and allow penetration into new markets
    • Channel Model: Why developers are the new channel partners and how you can successfully incentivize adoption
    • Industry Goals and Metrics: How to pick and communicate the goals and business model for your API and how that affects your go-to-market and long-term execution
    • Managing API Programs: What are the core competencies you need on your team? What are the ongoing operational needs of an API program and how do you staff them?
    • New Roles: The new Web is creating new positions - roles like community managers and developer advocates. How do these affect your API strategy and how can you make sure you're picking the right roles and putting the right people in them?

    Sam Ramji is Vice President of Strategy at Apigee, a provider of API products and services.

    At 11:25am to 12:15pm, Wednesday 12th October

  • The Psychology of Music and How It Can Be Used To Enhance and Create New Links With Consumers

    by Yale Fox

    I’m a Nightclub Psychologist / Sociologist and branding expert. My business focuses on the sonic components used in a marketing campaign. In activating both senses, you reach a wider audience, establish a stronger brand link and enhance loyalty. All of these contribute to a higher return on investment. We extract this behavior from natural systems- where sometimes it isn’t conventionally possible. Using the data, we compose formulae to target demographics with surgical precision.

    At 11:25am to 12:15pm, Wednesday 12th October

  • The SEO vs. SMO Debate…Bring it On!

    by Rachel Sklar, Ben Elowitz and Vanessa Fox

    Come watch this lively and provocative debate between Vanessa Fox (representing SEO) and Ben Elowitz (representing SMO) as they duke it out about the merits of SEO vs. SMO. Learn which practice drives the most long-term value for a media company and better understand the core differences and advantages/disadvantages of each practice. This candid debate will give you an insightful perspective on which practice you should prioritize to ensure success for your business.

    Ben Elowitz is a media executive and thought leader on the subject of next-generation digital media publishing.

    Vanessa Fox, called a “cyberspace visionary” by Seattle Business Monthly, is an expert in understanding customer acquisition from organic search.

    At 11:25am to 12:15pm, Wednesday 12th October

  • Analytics: What You Need to Know Before You Start

    by Adele McAlear

    So, you want to start a social media monitoring program. That’s great—but what do you need to know before you get started? In this session, we’ll help you get off on the right foot with effective planning. Learn the key role of reverse-engineering your program from business objectives in order to gain the best insights, collect the proper data and look at the right benchmarks. Understand how to match your needs with qualitative and quantitative analysis and get an overview of the tools will help you (some of them free). You’ll leave this session with the knowledge you need to make sure that your investment into social media monitoring, measurement and analytics pays off.

    At 1:30pm to 2:20pm, Wednesday 12th October

  • Cloud Computing: Bubble or Revolution

    by Brad Hargreaves, Ari Levy, John Engates, Allan Leinwand and Robert Scoble

    Few technology trends have captured as much popular attention as Cloud Computing. Major industry analysts cite cloud computing as the growth industry for the next decade.

    Some say that companies – from leading global corporations to one person shops – that migrate to the cloud are doing so because it is affordable, allows for scale and provides an atmosphere conducive to innovation.

    What’s really going on here? Are we in the midst of a cloud computing bubble? Or is cloud computing truly revolutionary?

    Robert Scoble of Rackspace will lead a panel discussion of journalists and industry experts about how the cloud is a revolutionary shift in the technology landscape while looking at the latest innovations from the leading Cloud providers. The panel will focus on the long term developments of the cloud, how it’s a natural evolution from virtualization and how it truly represents the evolution of technology.

    About the Moderator/Speaker

    Robert Scoble is an American blogger, technical evangelist, and author. Scoble is best known for his blog, Scobleizer, which came to prominence during his tenure as a technology evangelist at Microsoft. He currently works for Rackspace and the Rackspace sponsored community site Building 43, a new content and social networking website. He previously worked for Fast Company as a video blogger. He is also the co-author of Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers with Shel Israel.

    Lew Moorman, Rackspace.com
    Allan Leinwand, Zynga
    Brad Hargreaves, General Assembly
    Ari Levy is a reporter for Bloomberg News.

    At 1:30pm to 2:20pm, Wednesday 12th October

  • Cracking The Facebook Feed

    by Ruben Quinones

    Cracking the feed will heighten the awareness and increase other activities that are essential in the overall health of your brand within the facebook ecosystem. Attendees of this session will learn…

    - The relationship of the Feed and Facebook’s algorithm - Earned media tactics that will ensure “feed activity” - Measuring your success in cracking the feed over time - Facebook paid marketing strategies that help spur activity - And more!

    Ruben Quinones is the Director of New Media Path Interactive.

    At 1:30pm to 2:20pm, Wednesday 12th October

  • On Demand User Research

    by Nate Bolt

    It used to take days to set up a single day of product usability research. Between the manual labor of finding and qualifying users, organizing the process, and finally moderating and analyzing sessions, it was one of the most time-consuming and expensive tasks in interface development. With the creation of web-based tools for user research, there is now an abundance of ways to quickly observe and gather real-world behavioral data from users. Unfortunately, there is also an abundance of ways to collect garbage. We’ll cover a fast overview of the tools and methods that are worthwhile, the five basic categories all UX research tools fall into, and the right way to use these tools. Detailed info at http://remoteresear.ch

    Nate Bolt is the co-founder and president of Bolt | Peters, co-author of Remote Research, designer of Ethnio, and animator of dinosaurs explaining information architecture.

    At 1:30pm to 2:20pm, Wednesday 12th October

  • The Coming Wave: Exploring Women, Innovation, and Social Technology

    by Jessica Faye Carter

    Conversation with Jessica Faye Carter

    At 1:30pm to 2:20pm, Wednesday 12th October

  • What happens when you stop listening to your customers? The Hotmail team will tell you, and what we’ve done to get back on track

    by Galileo Vieira

    As the largest provider of email service in the world, you’d figure that everyone would say that Hotmail is the best email on the planet. So why does the opposite happen? Why is it that everyone says that Hotmail is spammy, that it has miniscule storage space, and that it’s old and outdated? Fact is, several years ago those things might have been true. At the time, we weren’t listening to our customers nor were we providing the value they needed. But those days are long gone. We started listening to our customers again and we’ve been making changes that bring real value to our users. In this session we’ll share with you some of the lessons that what we’ve learned over the years in running a global web service, and also show you some of our recent innovations.

    This session is sponsored by Microsoft

    At 1:30pm to 2:20pm, Wednesday 12th October

  • An expert's guide to making a website slow! Anti-design patterns

    by Bob Buffone

    Architecture. Design. Development. Deployment. From conception to production, there are some key points where decisions and paths conspire to produce a slow website. This session will highlight many of the common slow website inducing decisions that are part of most new development or update of websites.

    You will leave the session with a list of don’ts that easily translate into dos on how to make a faster website.

    This session is sponsored by Yottaa, Inc.

    At 2:50pm to 3:10pm, Wednesday 12th October

  • Building your Mobile App Ecosystem

    by Andre Charland

    Mobile apps are a must-have for any business whether you’re a Fortune 500, an Internet start-up or an enterprising hacker. No matter what the business need or development style, organizations are searching for the most effortless and economical way to add mobile to their mix.

    In this session, open source pundit and PhoneGap creator Andre Charland will illustrate why HTML5 and open source are the most flexible, open and cost-effective technologies available for building out an app ecosystem. He’ll demonstrate how HTML5 can be combined with free development frameworks and tools to build fully functional, platform-neutral apps that are future-proofed for what’s to come in phones, tablets and beyond.

    You’ll learn that there’s a lot more to HTML5 than a spec from W3C; you’ll get to know the growing movement of HTML and JavaScript developers dedicated to building a better mobile world for users; and you’ll see how building apps using open standards and open source produces better apps at a lower cost than native development.

    Andre Charland is the co-founder and CEO at Nitobi Software Inc.

    At 2:50pm to 3:10pm, Wednesday 12th October

  • Finding the Keys to the Kingdom: Successful User Acquisition

    by Brian Schechter, Aaron Schildkrout and Kate Huyett

    The ultimate question facing every new business is simply: How do we get users? In a landscape where what works this month doesn’t the next, where each solution is specific to a specific product (and integrated with the product), how do you decide what strategies to pursue?

    HowAboutWe’s co-founders Aaron Schildkrout and Brian Schechter, and joined by their National Marketing Manager Kate Hueytt, will discuss how they’re focused on growing their user-base. The conversation will include case studies of what’s worked – and what hasn’t – for HowAboutWe, including paid acquisition, press and social, and offer some real-world advice from the trenches.

    Brian Schechter is the co-CEO of HowAboutWe.com.

    Aaron Schildkrout is co-CEO of HowAboutWe.com.

    Kate Huyett is the National Marketing Manager for HowAboutWe.com.

    At 2:50pm to 3:10pm, Wednesday 12th October

  • Investing in Design

    by Phineas Barnes

    Investing in Design

    The rapidly evolving building blocks of the web, modern programming languages, open source projects, and cloud resources, are pushing the cost of getting to launch toward zero and reducing the engineering pre-requisities at a similar pace. This dramatic reduction in the cost of a development cycle has spawned the lean start-up and with it, a new appreciation for consumer feedback and iteration. The question entrepreneurs and investors have to answer is no longer “can this be built and by who?” but, “should this be built and for who?”

    Designers have been practicing the agile principles of the lean start-up for hundreds of years. At the core, design is an inductive language, moving from individual need to possibility. Designers listen to individuals and identify simple narratives. Problem solving is driven by insights and understanding, product testing through rapid prototyping and iteration, iteration, iteration.

    As a global design hub, for fashion, architecture, furniture, art and media, New York is an ideal place to build a design-centric company. Our culture embraces difference, defines diversity and operates at a volume that drowns out all but the most compelling messages. In this city, the language of innovation is design and if you are not fluent, you are just a tourist.

    In this talk, a former creative director, entrepreneur, and now seed stage investor will argue for a shift in mindset from engineering to design and offer some strategies to help you get there.

    Phin Barnes, Principal at First Round Capital

    At 2:50pm to 3:10pm, Wednesday 12th October

    Coverage slide deck

  • The Email Gold Rush - Seeking Opportunity in Recent Changes to the Inbox

    by Jared Goralnick

    The major business and consumer email platforms have made significant updates to what’s available to third-party developers. From dynamic email content to direct placement in the Inbox to access to email history, there’s an incredible opportunity to both learn from and engage your customers.

    Jared Goralnick will touch on his own experiences with email development, distribution, and engagement to outline what this opportunity means to you, your customers, and your prospects.

    While you’ll walk away with a new perspective on what’s possible with email, you’ll also learn some of the nuances with email privacy, Google Apps Marketplace distribution, and other areas that will surprise you about this at-times mature, and at-times Wild West email market.

    Jared Goralnick is Founder and CEO of AwayFind.com.

    At 2:50pm to 3:10pm, Wednesday 12th October

    Coverage slide deck

  • Business Development at a Startup

    by Adam Goldstein

    The world of travel is dominated by huge corporations, and is notoriously hostile to new entrants. Companies are typically locked into multi-year, multi-million dollar deals with data suppliers, airlines, and hotels—many of which have been around for decades, and who have an rigid way of doing business.

    The details of business development in travel were foreign to the founders of Hipmunk. But there were certain deals that just had to be struck in order to launch the site: flight data deals and commission arrangements, for example. So in the midst of writing the site’s code, the founders realized there would need to be some serious business development.

    Adam Goldstein, an engineer by training, learned on the job how to get deals with major online travel agencies, international airlines, and hotel chains. This talk tells the story of how the first deals got done, and how the company’s process has evolved since. Startups—especially those started by technical founders—will enjoy laughing at the bizarre contortions that were necessary to succeed. Hopefully they will also learn some tips for negotiating with companies many times their startup’s size.

    Adam Goldstein is the co-founder and CEO of Hipmunk, a travel search site based in San Francisco.

    At 3:20pm to 3:40pm, Wednesday 12th October

  • Throwing Out the Comfy Old Couch: Avoiding Pitfalls of a Product Redesign

    by Avi Muchnick

    I have created a number of internet companies and products in my 13+ years on the web, including Aviary.com and Worth1000.com. I have learned a ton from mistakes on various levels (partnerships, hiring, product design and more). One particular area I want to focus on is an area I think lots of businesses across the spectrum can learn from: Redesigning a product that is used by a loyal, rabid audience. I made and learned from many mistakes during various product redesigns and would like to pass the knowledge forward so others planning to launch new product versions won’t make the same mistakes.

    At 3:20pm to 3:40pm, Wednesday 12th October