Jeff Jarvis

Day 3 of Web 2.0 Expo.

by Jamie Sanford on October 14, 2008

Presentations I saw on day 3:

The keynotes were all enjoyable.  Not as much targeted information and also presented in the dark so note-taking wasn’t happening. I’m glad the videos are available though to be watched again.  I really enjoyed the presentation on Micro-Interactions with David Armano (slides are available here). It has me thinking about every instance where my websites are interacting with my users. An example that really struck me was that each time you receive a new Netflix mailer, it’s a positive interaction between Netflix and me. He talked about audience engagement, how can we DIRECTly interact with our audience, reach out to them and have them respond back. You don’t know who the influencers are or will be, so everyone gets “the Disney treatment.” I love that, because it’s something you totally understand, if you’ve experienced it. This is something I need to really consider in further site development, we could be communicating so much more with the users.

The next presentation I saw was “What Would Google Do? How Media Must Revolutionize Their Thinking” with Jeff Jarvis, who review the BusinessEdge program with John Byrne and Steve Adler of BusinessWeek (slides are available here). Jeff used the word “googly” and I missed it in a previous presentation and now I am hooked. I want everything in life to be Googly, because I associate it with wonderful things. Anyway, the idea was that BusinessWeek has launched BusinessEdge on their site, a cross of social interaction and news content, people who join create profiles and share what it is that is interesting to them. The journalists that are contributing to BusinessWeek are also on the site and available to interact with users. The discussion was mostly related to bringing more features to the BusinessEdge feature to make it even more user-friendly and even more Googly by letting users post about their BusinessEdge activity on their blog, LinkedIn profile, etc.

After a final trip to the exhibit hall, I came back to sessions for “Enhancing Engagement and User Experience Beyond the TV Screen: Some Lessons Learned from a Transition to Web 2.0” with Tony Carbone of VH1 Digital.  The big thing that I took from his presentation was a lot regarding tie-ins.  VH1 is all about tie-ins, there are constant reminders while you are watching the network to go online for more content, games, etc. VH1 also launched Scandalist, their own version of a celebrity gossip and video site, which posts up to 30 times a day. They tweet all major headlines and content is syndicated across all MTV Networks properties. They offer content to the visitor that they would not otherwise see on TV. They also focus on improved reaction time, embracing things quickly so that the audience knows that they are listening. This sounded to me like what Gary Vaynerchuk said in his keynote, that listening to your audience is great but giving a shit about what they say is so much better. How many times do we ask them to take a survey and then sit on results for 3 months before anything happens?

My last session was “Agency 2.0” with Romi Mahajan of Ascentium, Pete Stein of Avenue A/Razorfish, Susan Credle of BBDO, David Thorpe of Ogilvy, and Rick Webb of The Barbarian Group. I’m not part of an agency but found the discussion between the group to be enlightening about their arena. A lot of agencies in recent years have been all about going digital, and not paying attention to the other aspects of advertising. Unfortunately I don’t remember who said this, but I loved this: “Agency needs to re-invent themselves so that they aren’t made useless by the tech-savvy person at the client company who knows twitter and LinkedIn.” This is a big as I see more and more people embracing their role as the masters of their own online destiny. In addition, a discussion was had about risk-taking, that clients might be drawn in by an ambitious plan that might fail, and if it does, will take the agency down as well. This is likely to appeal to the client as they will understand the idea of taking a chance.

This took forever, I think I need to keep blog posts short because this has been daunting. I have many more notes from these sessions but wanted to post about some of the major stuff that stuck with me.

Now I will continue to keep posting about everyday stuff and won’t cover any more live events until itec New Jersey in December.

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