PANEL: DIY NOW ... OR SOMEONE ELSE WILL
* Trapani, Rheingold, Hart & Vos
* This is a great time to make stuff happen
        -- cheap hosting
        -- endless info on the internet
        -- loads of people willing to work for free/cheap
* Various lessons learned -- all seem useful (find presentation online!)
* Vos :: Weekendhotel.nl
        -- biggest problem was the increasing demands on his time
        -- site for the best hotels in the Netherlands & Belgium
        -- slightly different because it's all about speciality locations
        -- they visit hotels & B&Bs and then write-up what they're like
        -- but some of the popularity is due to the "users POV" -> effort made
to be honest
        -- there is a link to the hotel's own website (some of which he created
for them as a way to make money before the main site picked up)
        -- his problem was bridging from concept to popularity where the site
became profitable (took 18 months before he made any money -- so he had to make
a living elsewhere)
        -- don't expect things to be an instant success
        -- his biggest mistake was that he wanted to make too much money
        -- his definition of success was all money-centric; inappropriate
        -- two tricks to not get too stressed out:
                1) go work out every afternoon
                2) turn off email in the afternoon
        -- real solution should have been to reduce expectations of how much
money to make
        -- process:
                1) Start/learning (month 0-6)
                2) Get project up and running (month 6-12)
                3) Make it bigger (month 12-18)
                4) Start making money (month 18 >)
        -- there is money in bulk advertising (but you have to serve a LOT of
pages a day to make any money from it at all)
* Alex Hart :: freestanding webmail clients - atpmail.com
        -- if you make a good product, people will buy it
        -- he considers himself a programmer -- so that's his focus for these
"key lessons"
        -- web app is just a web page that knows the user (saves state)
        -- the web is the ultimate platform (hardware irrelevant, anything is
poss)
        -- application paradigms:
                - buttons, not links
                - right click menus
                - drag & drop
                - no full refresh
        -- don't work on your webserver
                - tools are generally terrible
                - no backup copy
                - don't mess with active site
                - don't need internet
        -- available tools
                - apache for windows
                - activestate perl
                - php for windows
                - mysql, emacs, aspell, clamAV, etc
        -- automate everything
                - it saves time
                - reduces errors
                - command line tools are the best (scripts, aliases, fast &
flexible)
                - gave an automation example for moving files via FTP with Perl
        -- in the beginning:
                - think about security (think about what's happening with form
data)
                - think about the database
                - think about testing
                - think about log files
                - think about code comments (esp after spending hours debugging
something)

* Gina Trapani :: DIY coder
        -- mostly a coder until recent move into writing a lot
        -- the right software to build...
                .. scratches a developer's personal itch
                .. offers users better technology than they already have
        -- build something that you need and want
        -- it doesn't need to be new and original -- it just needs to be better
than what's already there
        -- there's plenty of stuff out there that sucks really really bad!
        -- a good software project lead:
                - releases software
                - emphasises users (over advertisers or technology)
                - is "constructively lazy" (find the shortcuts, don't reinvent
the wheel!)
                - knows how much s/he doesn't know
        -- also see Eric Raymond's Cathedral and the Bazaar
        -- "true wisdom is knowing what you don't know"
        -- good project volunteers:
                - are smart, articulate & passionate
                - are self-interested users and ego-maniacs
                - can't sleep until that bug is fixed
                - don't reinvent the wheel
        -- the totally obsessive developers are the ones you want to work with
;-)
        -- keep volunteers by:
                - frequent iterative code releases
                - keeping open lines of communication (mailing lists, good email
skills)
                - encouraging a reputation-based community of collaborators
                - building something important and useful
        -- people will love it and trust it
        -- keep the project going by..
                - constant communication & releases
                - accepting if your project turns out not to be useful
                        - blogger were building a project management tool!

* onematchfire.com/diy/ (it'll be a wiki in about half an hour and we can post
our services/projects)

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PANEL: LEVERAGING SOLIPSISM

* Tantek Celik -- technorati
* Don Turbull -- professor @ Austin
* Thomas Vander Wall -- obsesses about personal info management
* Jeffrey Veen -- Adaptive Path, filling in for Peter
* Worked on various blogging platforms (inc Blogger, Technorati, etc)

* Solipsism -- "Nobody exists but me!"
        -- all about the ego, the self, existence
        -- self-centred info architecture (e.g. MyDocuments folders - only
matters if _I_                       understand and can find the information)
* Information management tools are becoming more socially aware (e.g. Delicious)
* Intersection of private information with other people's information in the
public domain
* Making connections to people through the information they tag/find interesting
* All the social networking sites were abstracted from information (e.g. Flickr
(Stuart Butterfield), delicio.us)
* Amazon also does this -- your behaviours matched to other people's and then
giving you recommendations based on similar things
* Thomas Vander Wall:
        -- a view of personal information management (incl emailing to
yourself!!)
        -- we each have a personal view of the world
        -- it's all about how you're organising the room behind the window
showing you the world
        -- when people look in the window from the outside, they see your stuff
on the inside
        -- our perceptions shape who we are
        -- "the world of paper is falling over"
        -- we get lost early in our digital lives (scent of info to stench of
info)
        -- refindability is what's really important
        -- "usability is king, but refindability is the bright young prince"
        -- different names for the same thing, same name for different things
        -- "we've got that syncing feeling..."
        -- we're looking at building a personal info cloud
                - portability/ubiquity
                - access
                - personally organised
        -- external storage and management
                - but without losing control of your data!
        -- personal storage as well (iPod, PDA, laptop, desktop, keydrive)
        -- standards (open APIs, std ways of pulling info in, etc)
        -- personal aggregation is the next big thing
                - tie our stuff together
                - unbolding
                - missing tools

* Don Turnbull:
        -- things are hard to classify
        -- we need to classify for searching and info retrieval
        -- "the inmates are tagging the asylum" - e.g. Flickr
        -- even academics are starting to use tagging systems (CiteULike)
        -- uses of tagging
                - collaborative filtering systems
                - recommending systems
                - information filtering
                - search system augmentation
        -- a focus on the user's view rather than the systems
                - people-centric view of data
                - linking users by interests
        -- how do you get people to cooperate? (are there people who don't want
to share?)
        -- how good can the tags be?
        -- volume of recommendations vs number of recommendable items
        -- how accurate can the recommendations be
        -- what about changing interests
        -- web is a shared info space without much actual sharing
        -- when have you tagged enough? When can you stop tagging?
        -- what happens when we get tagging spam? (tell Si!)
        -- popular tag terms, prolific taggers
        -- we need common formats/APIs for tags

* Tantek Celik:
        -- there's a tagsplosion happening now - everything is taggable
        -- talking about how technorati got to doing tags
        -- there's a difference between linking (look at this) and tagging (this
is a...)
        -- thus, rel="tag" standard
        -- technorati is doing stuff differently -> the tags are on blog posts
                - it's distributed tagging
                - they're visible (tag pages are visible)
                - if technorati goes down then the tags are still there (they're
on your blog!)
                - there's another tag for related (folksonomy)
                - relevant pictures pulled together on pages too
        -- standard is deliberately limited to blog posts
                - next helping people have their own private delicious on their
own blogs
                - helps with inaccurate data in the pipeline too (e.g. Amazon
recos)
                - giving users back their data
        -- very ethical possession to take

* Q&As:
        -- new systems are all about being "no-weight" rather than
"light-weight"
        -- "there's anarchy in folksonomies"
        -- it's not perfect but it's certainly better than nothing
        -- don't wait on the one true taxonomy (it'll never happen!)
        -- people start out with 20 tags and the explode into 100s...
        -- we need to get better at trusting people -- and more granular in
tagging
        -- get away from broad lines

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KEYNOTE: MALCOLM GLADWELL (KC's Summary)
* Lots of anecdotal evidence
* It's all a snap judgement (decisions made in first few seconds)
* Snap judgements can be compromised by certain things (e.g. male musicians +
screen)
* Give less information to make better decisions (e.g. screen, dr's checking for
heart attack)
* Take out all seemingly relevant data and reduce the information set upon which
decisions are made
* Changing environment can also help purify the decisions made

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PANEL: OPEN SOURCE MARKETING - The New Unwieldy, Unlimited Product Publicity
* Christian Crumlish - "The Power of Many" (online communities are becoming
ordinary)
* Jason Calacanis - Weblogs Inc (various blogs, paying bloggers to blog,
blogsmith software)
* Rob Davis - grassroots campaign for Firefox in NYTimes
* Dean campaign is obviously an example
* Firefox campaign was all about getting 2500 people to participate to fund the
add
        -- more than that signed up in the first day!
        -- got more than enough money for the ad
        -- posted the PDF online so people could create their own poster
        -- 60% US people, 40% from overseas
* iPod mini-movie created by George Masters
        -- spread all over the web, but Apple never commented
* Open Source Marketing seems hypey -- but it might be something new & real,
which would be             exciting
* Vigilante marketing, viral marketing, participatory marketing, community
marketing are all            similar ideas and buzzwords
* Open Source Attributes:
        1) Community Meeting Point
        2) Transparency
        3) Endorsement
        4) Commitment
        5) Source Materials
* Is it real?
        -- open source is a great metaphor
        -- being ethically open is important -> encouraging transparency,
involvement, etc
        -- but is open source more than just a metaphor?
                - maybe not just inspired by open source
                - but also using the methods/processes/principles of open
source?
* Basic premise of marketing : people who have great products don't need to do
marketing
        -- make a great product and people will market it for you
        -- people talking about it is the strongest way to market your stuff
* E.g. BzzAgents is paying you to buzz people (Calacanis is very Xander)
* Were tupperware and Ann Summers parties the original version of Open Source
marketing?
* "BzzAgents Dave is just trying to make money out of a process called 'giving
your friends             advice'"
* Grey album was cool -- "bloggers to the rescue"; someone also mixed w the
Grateful Dead
* "People have died from exposure" ... so writers don't take unpaid work "just
for exposure"
* Basically don't take money from the people you're reviewing ("church and
state")
        -- separate journalists from advertisers
        -- church & state
        -- "the second people know you can be bought, the gig is up"
* How do you run an open source campaign safely?
        -- you need concentric circles of campaigning to be successful
        -- there's a reason that traditional campaigns want to keep control of
the message
        -- the disruptive technique users are the insurgents (those w/o money,
resources, etc)
* Amplifying your critics is actually really good sometimes

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PANEL: BUILDING YOUR BRAND WITH BLOGS
* Coudal (Coudal Partners), Fried (37Signals), Scoble (Micro$oft, Channel9),
Holzschlag (Molly, Web Standards), Byron
* Brand is Dead -- Long Live Brand!
* Consumers are way less loyal -- new, small brands can be successful
* The Accidental Blogger -> big-time Google juice with diverse content on
personal blogs
* Molly sees herself as a hybrid blogger - both personal & work content, very
varied
        -- got massive pagerank for post & comment thread about a random indie
film
        -- busiest thread in her entire blog is about racing frogs!
* The Fallacy of Transparency -- what is transparent is not necessarily
authentic!
        -- do not mistake transparency for authenticity!
        -- authenticity may even be weakened by transparency
        -- people have great bullshit detectors - the stink will drive them away
        -- authenticity is great for building your brand and your community
* Scoble - talking about Channel 9
        -- videoblogs is promoting the conversation at Micro$oft massively
        -- just using your name makes it difficult for people to see what you're
about
        -- make your title appropriate to what you're actually talking about
        -- Tantek spent time with him putting the semantic structure in (heading
in h1, etc)
                - organise your page so that Google can get it properly
        -- put navigation under your content for the sake of mobile devices
        -- people find blogs through other blogs; lots of people use Google
        -- look at Feedster, Bloglines, etc as people will use them
        -- most of the interesting traffic comes from other bloggers link to you
* Jason Fried:
        -- there are a few blogs that they use (business and other)
        -- they use Feedburner for RSS to measure uptake
        -- there's another blog for Basecamp used as a customer support/FAQ type
support
        -- use your blog to build an audience first and then work out what you
can sell them
        -- e.g. Signal vs Noise is all about design & business stuff -- product
that suited the audience was Basecamp and Tada-List
        -- they're writing educational posts that people "eat up and then spit
out"
        -- be honest and be open (full transparency on down-time etc)
* Coudal:
        -- blogs are good for search engines
        -- your business should probably have a blog, but should your business
have a blog?
        -- build a real audience by providing content to like-minded people and
then provide them with products that will suit them
        -- build stuff around the brand of the blog
        -- gives you all the seats at the table - you get to be the producer,
the customer, the marketer, etc
        -- people are very loyal and interested in the things you do
        -- "if you build it they will come" is different from "if they come you
can build it"
        -- focus on building the audience and then work it out
* Really what's going on here is that it's about having a conversation with
people
        -- it's not about branding AT people
        -- you don't even need comments for conversations!!
* People view you as a valuable filter to the web and that's why they read you
* If you see someone talking about you, you should make sure that they know that
you know!
        -- post a comment
        -- show the referrer list that you're watching
        -- continue the conversation on your own blog
* Jewel casing example from Coudal
* "If you're small, don't try and act big; if you're big don't try to act small"
-- Fried
* People will know when you're not being authentic -- you need to speak with one
voice
* There's a big difference between listening and following (Fried) -- you don't
have to _do_ what your customers are saying you should, but you should listen to
them