Web 2.0 Workshops will take place on Wednesday, October 5 2005. Click here for the complete schedule.
Please Note: Program content subject to change.
Wednesday Morning Workshops
What's in a Tag?
VC 2.0: An Entrepreneur's Market?
Building a Developer EcoSystem (Sponsored by MSN Search)
Applications 2.0: AJAX and Beyond (The Business Case)
In this workshop, Jesse James Garrett and Peter Merholz of Adaptive Path will curate a series of applications built on solid Web 2.0 principles. In discussions with the applications' creators, they'll probe the challenges of development, the benefits to the users, and the business cases that make this all viable. With its underlying philosophy of openness and relinquishing control, developing Web 2.0 applications are less about tight plans and roadmaps, and more about corralling a disparate set of technologies and potential uses. How does a business take advantage of AJAX, APIs, the "architecture of participation," and other components in the Web 2.0 stew?
Search by Another Name: New Ideas in Search
Open Source Infrastructure
This workshop will review many of the leading standards and present those leaders in an interactive format so that new standards, functionality and potential can be discussed in an open manner. Panelists will present their technical standards, while also discussing the ramifications of what happens when these standards go viral and trickle down the pyramid to the mainstream. More specifically:
The world of micro-content will be discussed both from a "microformats" worldview, as well as a "structured blogging" perspective.
Open Media will be a general theme, and tagging will be discussed as well as how tagging fits in and drives ALL of these standards.
Advanced services such as pinging and aggregating will be discussed as well as new eco-systems (such as Events or Reviews) and what happens when trends are combined together--like social networking and blogging (a la Y! 360 or GoingOn.)
Finally, discussions will be geared towards whether or not non-profit organizations are the right vehicle for organizing and establishing standards (as opposed to a free and open marketplace) and what is the future of open source infrastructure and what audience participants can do to contribute to this open movement.
Identity 2.0: Identity Protocols, Today and Tomorrow (Sponsored by Sxip Identity)
This model will be discussed in the context of past, present, and future IdM protocols. Hardt will start by establishing a definition of digital identity and examine how identity information is currently stored and transported on the Web. Then he'll review the lessons learned from the successes and failures of past identity protocol implementations.
Hardt will also look ahead to impending digital identity development needs, the evolution of standards and protocols, and realistic expectations for Identity 2.0 in the near and distant future. This will be a lively debate!
CANCELED: From Community to Commerce: The Arrival of Podcasting (Sponsored by Outcast Communications)
In short, podcasting has created an explosion of multimedia advertising inventory. Advertisers and media companies alike are enthusiastic about a new form of advertising that opens up unlimited possibilities with respect to reach, frequency, and target marketing.
At the same time, podcasters and listeners still get to experience their information and their entertainment on their terms. With winners on both sides of the equation, who's to say this isn't the first great media breakthrough of the 21st century?
Video 2.0: When and How Will It Come?
What are the challenges, what's working and what needs immediate fixing? What is interesting that's coming soon, and what are users doing that we didn't expect?
We will look at these issues in an interactive audience discussion remix, to get closer to what Video 2.0 will look like: an on demand, rich media world online where it's not just creators and consumers, but enthusiasts and remixers, all of whom will add to both the business models of content producers and tool makers, and the enjoyment of those who view rich media.
Marketing to a New Generation -- The "Echo Boomers" (Sponsored by Akamai)
Additional panelists: Dave Williams, Chief Marketing Officer & General Manager of AtomShockwave.com Katie Burke Mitic, Vice President of Marketing, Zazzle.com Chip Russo, Regional Vice President, PointRoll Jonathan Steuer, Technology/Consumer Electonics VP, Comsumer Strategist, IconocultureMeet the "Echo Boomers," the first generation to grow up immersed in a digital- and Internet-driven world. There are 80 million of them and they are intensely focused on all things digital, mobile, personal and virtual. In this workshop, Akamai Chief Marketing Officer Lisa Arthur details how enterprises require a unique digital operating environment to effectively do business online in today's "Demand Economy," where the consumers are taking control and forcing companies to rethink their business models and their go-to-market strategies. Attendees will learn about best practices and success stories of leading-edge firms who have had to make big decisions about their approach to their Web sites, the priorities they set, the innovations they introduced, and the new technologies they have adopted such as Flash Video to engage more deeply with their site visitors. They will learn about the struggles between marketing and IT to accomplish their business objectives via their externally facing online presence. The world has shifted and the economic, social and cultural impact is being felt right now. The emerging market spurred by the young, tech-savvy, Web-immersed "Echo Boomers" has arrived. Find out how you can engage this new breed of Internet "Power Users."
Web 2.0 Ad Models: A New Approach to Marketing?
Strategic Blogging: Avoiding Death by Opinion (Sponsored by Fenwick & West)
Additional speakers Shawna M. Swanson, Attorney, Fenwick & West Matt Kesner, CTO, Fenwick & WestThe phenomenal popularity of blogs raises important business and legal questions for employers. During this workshop, Fenwick & West attorney Shawna M. Swanson and the firm's chief technology officer, Matt Kesner, will discuss the questions below that currently confront employers, as well as certain technical aspects of blogs, including the ability of IT professionals to unearth content from outdated blogs. All attendees will receive Fenwick & West's model policy on blogs.
Can companies whose employees post personal blogs prohibit employees from:
Are company-sponsored blogs a corporate liability waiting to happen?
Should employers micro-manage the manner in which employees use company-sponsored blogs?
Must human resources representatives include "develop and implement blog policy" on their ever-lengthening "to do" list?
What liability might the employer face when its employees post objectionable material to a blog?
What policies should companies develop to address blog usage at work?
What are the other critical electronic communications issues, and what pro-active strategies can protect companies and their executives from liability?
Wednesday Afternoon Workshops
Data on the Move (Sponsored by AT&T)
Additional panelists: Mazin Gilbert, AT&T Suranga Chandratillake, Blinkx Usama Fayyad, Yahoo! Dave Sherfesse, AlexaThe Internet is the world's largest source of information, offering data on nearly every topic imaginable. The challenge is to extract useful information from the constant and enormous daily flow--in essence, to do data mining on a moving target, "in flight" as it were.
Web data comes in formats ranging from traditional fielded records, through text, speech, image, and video. The bulk of the data is referred to as "semi-structured" because it inherits the hypertext structure of the Web; organizationally, however, more often than not it is unstructured text.
The magnitude and richness of this data offers a compelling target for data mining. One can derive information about nearly any subject or anyone. Companies involved in web-based commerce --virtually all businesses these days--present a tremendous volume of information about their products, services, and operations. More importantly, one also can learn a tremendous amount about individual web users.
The researchers at AT&T Labs are now turning their data mining expertise to the challenges presented on the Web. AT&T's Daytona Database Management System is the largest known database in the world, with more than 100 terabytes of data and one trillion indexed records. For years, Daytona has been used to spot telephone calling card fraud in real time, and it is now being used in AT&T's Internet Protect service to analyze the 2,500 terabytes of IP traffic that flows over the company's backbone network every day to spot early signs of worm and virus attacks.
AT&T will host a panel discussion with other industry experts on technologies and applications of data mining, presenting views from across the industry on the use of data available on the Web and data created by use of the Web.
AttentionTrust: First Board Meeting and Discusssion (Open to All)
This Web 2.0 workshop will explore the definition of attention, the goals and principles of attentiontrust.org, and the creation and seeding of tools for the notification, preservation, and leveraging of attention metadata in the Web 2.0 marketplace. The session will also serve as a public forum for discussion of the first release of AT.EXT, a browser plug-in that will facilitate commercial attention services.
What's New in the Search Ecosystem: Users, Publishers, and Advertisers (Sponsored by Yahoo!)
Panelists: David Madelorot, VP Search Content, Yahoo! Search Will Johnson, VP & GM, Yahoo! Publisher Network Online Anne Frisbie, Sr. Director of Category Search Marketing, Yahoo!With several innovative product launches this year, Yahoo! has firmly established itself as a leader in search. Offerings that include My Web 2.0, Yahoo! Search for Creative Commons, Yahoo! Search Subscriptions, the Yahoo! Publisher Network and Y!Q demonstrate Yahoo! is thinking creatively while keeping its user, publisher, and advertiser constituents top of mind. In this workshop, you will hear from a panel of Yahoo! experts who will explore Yahoo!'s strategy for making information available to its users as well as its plans to extend its distribution network to help small and medium-sized publishers enhance their own web sites with Yahoo! advertising and content. You'll also hear how many advertisers are increasingly leveraging the power of search to improve their branding efforts and cross channel integration.
Mash-ups 2.0: Where's the Business Model?
So you built a mashup, it's super-cool, and your site just got slashdotted -- but will it ever pay the rent?
Since Google Maps debuted earlier this year, mashups combining multiple web services have become the poster children for the Web 2.0 movement. However, while no doubt amazing, can sites like these that remix data from others ever be used to make money on their own? Join us for a tour of the latest Mashups hit parade, and a discussion of how mashup business models might attract commercially-minded developers with Web 2.0 aspirations. We'll discuss key technologies & services needed to implement mashups, and what business models could be used to generate revenue for their owners. Our panel will include popular mashup developers, as well as technology evangelists from platform companies like Yahoo, Google, and eBay offering mashup services.
Launch Pad: A Dozen New Companies in One Sitting
Click here for the complete schedule.
Please Note: Program content subject to change.
Web 2.0 Sponsor Opportunities--Reach business leaders and technology influencers at the Web 2.0 conference.
Call Amber Rattu at 415-905-2647, email
or click here for more info.
For media-related inquiries, contact Ben Stricker: or Suzanne Axtell:
Due to the overwhelming number of requests for press passes for the Web 2.0 Conference, press credentials for the conference are no longer available.
Speaking opportunities are by invitation only. Speaker suggestions can be forwarded to Vee McMillen at
For registration questions, contact us at