From Degas to Danger Mouse, what’s your place in the debate of content creation and curation? Both companies’ and consumers’ expectations of user experience have matured, helping content strategy come to the forefront in driving good user experiences. Content strategists shape communication goals, hierarchy, and taxonomy. Are these innocent choices? Or politics, discrimination, and the dark side of design?
We’ll discuss this through the lens of content correlation and “merchandising” on news sites, editing and mashing up to “create” anew, and curating in traditional settings like museums. From seemingly benign audits and style guidelines through published content packages, do curators create meaning? If so, how should you confront similar choices?
It’s been a breakout year for content strategy. Come hear why now we need to confront its ethical relevance – and learn about the missteps of teams that don’t – through the lens of case studies, Sarbanes-Oxley, user-generated content, and the perspective of the new publishing landscape.
Margot Bloomstein is the principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston.
While many of us have an intuitive feel for what works and what doesn’t, understanding the techniques required to validate your hunches with regard to design is a skill that will define the next generation of executives. Attendees will walk away with an understanding for the design process and the basis for design decisions.
You’ve embarked upon a user experience project – updating your website or creating a Web or mobile app. You know there will be an element of visual and experience design, but do you understand the basics behind why your designers are making the decisions and recommendations they make?
It’s important to understand some design basics in order to communicate effectively with the designers on your team. While many of us have an intuitive feel for what works and what doesn’t, developing a vocabulary to describe your issues and feedback and understanding the techniques required to validate your hunches are important skills in order to ensure the success of your project.
This session goes in-depth on which design techniques and principles ought to be part of every executive’s vernacular. By the end of the session attendees will understand the basics of both high level interaction design and lower-level visual design in a way that maximizes energy and time in the approval process, including:
• Basic design principles to help executives understand a design’s intent. This includes a basic understanding of layout, color theory and typography.
• Design vocabulary, heuristics and analysis techniques
• The difference between information architecture and interaction design, and how both have a critical yet often unseen influence on the development of the end project
• Why incorporating user research is critical to good design
This session is sponsored by EffectiveUI
For years, most Web teams have designed for the desktop. Mobile, if it even happened, was a port off the desktop version, designed and built before anyone even considered the mobile experience. This made perfect sense for a while. Browsing the Web on mobile phones was painful; carriers controlled access to the Web on their devices; and mobile network speeds made everything often grind to a halt.
But things have changed so dramatically over the past few years that starting with the desktop may be an increasingly backwards way of thinking about a Web product. Designing for mobile first can not only open up new opportunities for growth, it can lead to a better overall user experience for a Web site or application.
In this presentation, Luke Wroblewski will dig into the three key reasons to consider mobile first: mobile is seeing explosive growth; mobile forces you to focus; and mobile extends your capabilities.
Luke Wroblewski is currently Chief Product Officer and co-founder of Bagcheck Inc.
by Evan Cooke
Designing a massively scalable highly available persistence layer has been one of the greatest challenges we’ve faced building out Twilio’s cloud communications infrastructure. Robust Voice and SMS APIs have strict consistency, latency, and availability requirements that cannot be solved using traditional sharding or scaling approaches. This talk describes how we’ve divided “in-flight” and “post-flight” data into separate datastores implemented using a range of technologies. We’ll review the lessons we’ve learned building and maintaining a system that supports an API used by more than 35,000 developers.
Dr. Evan Cooke, is Co-founder and Chief Architect at Twilio.
We need a Social Media Architecture.
Based on field work with several major European and US brands, this talk is about a critical problem facing any organization of size and the methodology we have successfully used to address the problem. In this regard it is (1) based on real and current business needs and (2) very prescriptive.
Take one look at any large brand and you find literally dozens of social sites that lie abandoned with no active engagement. Many are redundant, fracturing the same potential audience into separate, so-called “communities”. Further, the majority of these sites are isolated, without any formal linkage to a brands’ other sites where customers might find value. And the bigger the organization, the bigger the problem. In one recent project we found our client had close to 150 Facebook pages and over 65 YouTube channels and 100 Twitter feeds.
This is unsupportable and counterproductive. While most companies and agencies are still talking about successful on-off initiatives the terms of success are shifting from “pages” and campaigns to coordination and connectivity of customer experience.
The solution is a social media architecture.
A Social Media Architecture is defined as “A structure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence”
A proper Social Media Architecture answers the following questions:
What is my current blueprint? —Techniques and tips for visualizing your complete social media presence across all platforms
What communities will I serve? —How to identify unique communities that you can serve.
What needs will I focus on? —Communities vary, needs do not. Discovering the five need states common to all communities and how to prioritize which need states you should focus on.
What is our “Link and Like” structure? —How to design your social site map so customers can navigate (link) to the communities where they belong (like).
How do I design for durability? —Paradoxical as it sounds for social media, everyone should be designing for a durable architecture. I will introduce a basic checklist to ensure the architecture remains sound over time.
Joshua Michéle Ross is SVP and Director, Digital Strategy for Europe with Fleishman Hillard, a global communications firm.
by DJ Patil
It’s well know that the ability to leverage data has reached a new level of critical importance in organizations to improve decision making. Now, with commodity technologies, it is possible to cheaply create data products that can have a massive impact on the business (e.g., People You May Know or Who’s Viewed My Profile on LinkedIn). In this talk I’ll walk though the product philosophy I’ve found works best to rapidly test and deploy data products. I’ll also address the critical gotchas in developing highly engaging user facing data products.
by Ben Saren
Digital payments are customer expressions - statements of behavior and interest. Payments intelligence is the next layer of CRM which Web 2.0 demands. Join this discussion about the future of digital transactions, what they tell you about your consumers, what you need to learn from the data, where to get it, and how to act on it.
Learn from a well-established company’s experiment on creating a location-based chat app with a tight deadline of six weeks. Ask.com’s CTO Lisa Kavanaugh shares what it takes to create an app in a new space for them. Hear how they worked against the timeline, who should build the app, how they built it and what they learned from their users regarding privacy.
Web 2.0 attendees will see first-hand how the idea of the app came to Ask based on user feedback, how they were able to come up with an idea and execute it and launch it in a short timeframe. Attendees will learn how a larger company can come up with a concept for an app – even if it’s in a space that’s not familiar to them – develop it and launch it, all with keeping their users in mind.
Lisa Kavanaugh is Chief Product & Technology Officer at Ask.com.
by Drew Jenkins
Priorities of SMB CIO’s.
by Peter Kim
The early days of social media were filled with hope – and hype. Social media marketing gurus started popping up everywhere, offering brands assistance based on shaky credentials. Catchphrases became commonplace: customers are in control! Focus on people, not technology! Listen first! You don’t need a Facebook strategy! Social “stuff” has the potential to change the way businesses engage with consumers, employees work together, and consumers communicate with each other. However, businesses that focus on the learnings of early social media will find themselves no better off than the early pioneers who found themselves with figurative consumer arrows in their backs. This session will focus on what worked early on, why it doesn’t work now, and what companies need to be thinking about now in order to create and capture value from social business.
Peter Kim is Managing Director, North America at Dachis Group, a Social Business Design firm.
Learn how to apply Lean Startup / Customer Development beyond 2 guys in a garage. Andres Glusman, Meetup’s VP of Strategy and Community, will share how Meetup executes customer development at scale. He’ll discuss quantitative and qualitative methods Meetup uses for customer discovery and validation (including Meetup’s in-house usability lab which will have conducted 600+ sessions each year).
Andres Glusman is responsible for customer development at Meetup.
by Sean Bonner
Safecast was conceived and born in under 72 hours, and was originally known as RDTN.org. The initial idea was aggregating published radiation levels from established sources around Japan to paint a clear overall picture of what was happening. However once that data was complied there were more questions than answers as obvious black holes became apparent and the validity of the data came into question. The idea changed from aggregating data to collecting it ourselves, which brought with it new challenges as sensor hardware was suddenly sold out worldwide. From buying sensors, to building sensors, from distributing them to driving around with them the plan to collect the data constantly changed from “what would be cool to do” to “what we can actually do, right this minute.” Doing something became the most important motivator and a growing team of volunteers from around the world focused on doing just that. In addition to actually doing something good for people, this project became an interesting look at embracing chaos and allowing things to happen sometimes triumphing over hard laid plans.
Sean Bonner is a Los Angeles based entrepreneur, journalist, activist and enthusiast.
The Internet is awash in advice and passionate debates about the relative merits of source code repositories, databases, programming languages, methodologies, and the general mechanics of building software, but there are relatively few meaningful discussions about culture. A strong culture can overcome almost any set of poor technical decisions, but a poor culture can’t be saved by using the best technology. IBM’s Lou Gerstner once said, “culture isn’t just one aspect of the game—it is the game.” With that in mind, what makes a great engineering culture and what practical steps can a leader take to build a great one? In this talk, you’ll hear about the tragedies and triumphs of the cultural journey at Etsy, and what we learned along the way.
Chad Dickerson is CTO at Etsy.
by Seth Pinsky
Seth Pinsky, President of New York City Economic Development Corporation – the City’s major engine for economic growth – will describe the rapid changes taking place in New York City’s startup scene and outline City resources available to entrepreneurs. Historically, New York City has lagged behind its Silicon Alley and Boston counterparts in this field, but that is starting to change. Mayor Bloomberg is himself a media entrepreneur, and his administration recognizes the enormous growth potential of these industries. The Administration has launched a series of initiatives, ranging from new incubators that provide affordable space to start-ups to a new City-funded angel investor fund, to training programs and competitions to create new mobile apps using City data. One of the largest initiatives NYCEDC is working on, which Seth will describe in detail, is a challenge to bring a new world-class engineering school to New York City on city-owned property. Although the City is in the first stages of the process, the City has already received proposals from 27 top-tier academic institutions from around the world. The President will discuss these opportunities, among others, and share with the audience how they can work with the City to succeed.
Seth W. Pinsky was appointed President of the New York City Economic Development Corporation (NYCEDC) by Mayor Michael R. Bloomberg in February 2008, seven months before the collapse of Lehman Brothers ushered in one of the most significant economic downturns in generations. Seth has worked to meet the challenge presented by the crisis by re-evaluating the agency’s strategy for expanding the City’s economy and redoubling existing efforts to position the City as the international center for innovation in the 21st century.
by tim shey
Online video is about uploading video and building audiences and businesses, right? Maybe last year. The latest wave of innovation in online video is reinventing sharing and enabling curation to create fresh and compelling entertainment experiences… something television pros might even call “programming,” and not the kind that involves lines of code.
Today’s top online video brands are creating relationships with audiences with a mix of creation and curation, paralleling the growth of other media like television and the early web. We’ll present an overview of some of the most interesting experiments currently happening on this continuum, and the things YouTube is doing to help power this revolution.
Timothy Shey is Director of Channels and Programming at the YouTube Next Lab, a a new team that focused on supercharging creator and channel development on YouTube and incubating new ideas that can be shared with the broader community.
by Coach Wei
A million years ago, the secret sauce for successful websites was SEO. Nowadays everyone is doing SEO. The secret sauce today is WPO (Web Performance Optimization).
Opening remarks by co-chairs Sarah Milstein and Brady Forrest.
Brady Forrest is co-chair for O’Reilly’s Where 2.0.
Sarah Milstein is TechWeb’s General Manager and Co-Chair for Web 2.0 Expo.
Keynote by Rachel Sterne, Chief Digital Officer for the City of New York.
Keynote by Alexa von Tobel
Alexa von Tobel is the founder and CEO of LearnVest.com, one of the leading independent personal finance websites for women.
Keeping the culture of a startup alive can be challenging once it’s incorporated into a large company. Brad Garlinghouse, Tony Conrad and Jason Shellen talk about bringing start-up culture to the benefit of both parties.
by Eric Ries
Keynote by Eric Ries
by Carleligh Jaques
With mobile payments just the tip of the digital wallet iceberg, there are new entrants emerging nearly every day. This session will examine the truths and myths of this infant category, and determine what it will take to change consumer behavior for this new technology to take hold.
by Fred Wilson and Carlota Perez
Fred Wilson interviews Carlota Perez.
Carlota Perez. British-Venezuelan researcher, lecturer and international consultant, specialized in the social and economic impact of technical change and in the historically changing conditions for growth, development and competitiveness. She is Professor of Technology and Development at the Technological University of Tallinn, Estonia, Research Associate at CFAP/CERF, Cambridge Finance, Judge Business School and Visiting Scholar at the Faculty of Economics, both at Cambridge University, U.K. and Honorary Professor at SPRU, Science and Technology Policy Research, School of Business, Management and Economics, University of Sussex, U.K.
by Joi Ito
We know from the VC and startup scene that small companies thrive and can disrupt large incumbents with their agility and speed, but what is the role of academic institutions like the MIT Media Lab and is that an academic equivalent to the Silicon Valley startup scene.
by DJ Patil
It's a chaotic world. With the increasing speed of business takes place and in an ever changing marker, how do you keep a competitive edge? Through data and advanced analytics. I'll walk though some example of how some of the best organizations are using data to do exactly this.
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.
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!
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.
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.
10th–13th October 2011