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Seminars by Date and Time Wednesday, September 9 Thursday, September 10 Friday, September 11 Wednesday, September 98-10 a.m. *·Web Design 1. Creating a Web Site with Adobe PageMill 3.0 You want to get your web site up and running, but don't want to learn HTML code. PageMill is for you! This WYSIWYG web page editor enables you to design pages quickly and easily, with results you can trust look good in both of the major browsers. You'll learn techniques for quickly bringing text and graphics together to form pages, as well as how to organize web pages into a site. PageMill's tools for creating links, previewing pages, and checking download times make it a great alternative to entering code by hand. * Plan out web sites and use PageMill's site organizing tools * Import and format text * Create links to other web pages * Modify images to add transparency, create image maps, and make tiled backgrounds * Create powerful tables for aligning text and graphics * Add forms to allow user input * Add frames for ease of navigation Gary Young is a trainer and author for Tectrix, Inc., Columbia, Md., a training and courseware development company. His desktop publishing and graphics courses are sold worldwide through Ziff Davis Education, and he has trained a broad range of clients, both live and via the Internet. Gary@tectrixinc.com 9-10:15 a.m. * Advertising/Marketing 2. Web Marketing: A Tool for Everyday Business Confused about what to do with the Web and how to make it work for you? Discover how you can use the Web for your everyday marketing applications, whether it's for advertising, PR, direct mail, competitive intelligence, marketing research or keeping informed about your industry. Learn which Internet resources will optimize your job in a small company or large corporation. Simplify your everyday information needs and expand your marketing know-how by seeing which sites can help you on the job. * Learn how to utilize the Web for your daily marketing activities * Let the Web help you work smarter with this nuts and bolts approach Erana Leiken of Tiger Marketing is a senior marketing consultant, Internet writer, and George Washington University instructor with 18 years of experience in high-tech marketing, interactive services, and Web business applications. eleiken@tigermarketing.com www.tigermarketing.com 9-10:15 a.m. * General Interest 3. Innovative Political Uses of the Internet The audience for political information on the Internet is disproportionately large and, therefore, potentially profitable. 54% of Web users say online news is a significant source for political information, and 9% of all U.S. voters in 1996 got information from the Internet that helped them pick their candidates. Learn ideas and see examples of how to capture political markets. This session will address recent innovations and likely future developments in the political uses of the Web: * Political simulation games * Grassroots mobilization systems * Congressional rating sites * Uses of multimedia in campaign sites * Government-sponsored listservs * Political agents * Cyberlobbying Mark Tobias is managing director of Net.Capitol Services, the consulting division of Net.Capitol, Inc., a Washington, D.C.-based technology company that specializes in providing Internet solutions to political and public affairs organizations. tobias@netcapitol.com * www.netcapitol.com 9-10:15 a.m. * Web Publishing 4. Customize and Maintain Your Web Site with Database-Driven Technology Learn the key features of database-driven web sites and how they can make web sites a more cost-effective tool for a wide range of business processes. The advantages? Information on the site can be kept as up-to-date as desired, dependence on web site vendors is greatly reduced, especially for time-critical issues, and customization and maintenance costs are reduced (usually significantly). * What is a database-driven web site? * Be empowered to build the kind of web pages you need to do your business Tom Meylan, Ph.D, is director of consulting services for CyberSERV, Inc., a web design and development firm. He previously developed remote research capabilities for NASA using Internet technologies and developed advanced support systems for Bell Atlantic. tmeylan@cyberserv.com * www.cyberserv.com 9-10:15 a.m. * E-Commerce 5. How to Build Credibility for Your Web Site's E-Commerce Solution Internet usage has skyrocketed in recent years, compelling businesses and organizations of all kinds to develop web sites selling products and services. However, recent data indicates that most visitors are merely browsing-only 15% have ever made online purchases. The reason behind this is the distrust of sites not securing personal information. Yet it is clear that the Internet will be a tremendous source of revenue for all types of businesses. How will e-commerce evolve into the major medium of the future? * Who is making money today, and what types of products and services will work in the future * The role of security and digital cash in e-commerce on the Internet * What initiatives are underway to develop a higher level of trust between users and vendors Anne Champlin is a senior consultant at the Washington, DC location of USWeb Corporation, specializing in developing recommendations for the implementation of electronic commerce, virtual community, Intranets/Extranets, and other Internet solutions. achamplin@dc.usweb.com * www.usweb.com 9-10:15 a.m. * Web Development 6. Bringing Vision to Reality: A Case Study of Kellogg's Web Site The web can be a powerful tool for any corporation, but a successful web site management effort requires vision and commitment. Developing a large web site begins small and evolves. Magnet will share what it has learned about the kind of impact Kellogg's site has on the public. The way words, pictures and sounds appear on a web site are crucial to how you reach out and appear to customers. Learn how Magnet developed the Kellogg's site from a vision, how and why it has evolved, and some of the lessons learned in the process. Steve Marino is vice president of client and practice management for Magnet Interactive Communications, Washington, D.C., where he oversees all aspects of client project management. marino@magnet.com * www.magnet.com 10:30-12:30 * Electronic Publishing 7. Essential Concepts and Key Skills for Photoshop Users Designed for the beginner or those who have never had formal Photoshop training, this seminar will put you on a good footing with Adobe Photoshop. If you've wrestled with Photoshop and lost, or need to get up to speed quickly, this course is for you. You'll learn essential concepts about color for printing and the web, the right way to determine the resolution you need, and basics for compositing images. * Learn techniques for selecting image areas * Resize and crop images without compromising quality * Use layers to combine images seamlessly * Apply painting tools to retouch and color images * Learn basic color and contrast adjustment techniques Gary Young is a trainer and author for Tectrix, Inc., Columbia, Md., a training and courseware development company. His desktop publishing and graphics courses are sold worldwide through Ziff Davis Education, and he has trained a broad range of clients, both live and via the Internet. gary@tectrixinc.com 10:30-12:30 * Electronic Publishing 8. How to Put Punch into Your Presentations If you want to put audiences to sleep, don't come to this seminar. Here you'll get the secrets to slides and visual presentations that stimulate and involve viewers and support the talk. While this class will be taught using PowerPoint, it is not a class about PowerPoint. Instead, you'll learn everything you need to produce a presentation that will get you noticed. In this presentation about presentations-designing on light-you'll find out: * What to do about text: which typefaces, what organization, how much is enough * When to use which artwork, photos * How to use color effectively * How to design useful charts, what the types are and when to use them Ronnie Lipton is a nationally recognized and national-award-winning designer, consultant, trainer and lecturer. As the past publisher and editor of In House Graphics, she has written more than 350 articles on effective visual communication. RonLipton@aol.com 10:45-Noon * Advertising/Marketing 9. Public Relations 101 on the Web E-mail and web communications let you reach a mass audience cost-effectively. But PR on the web is more than just putting your press releases online. It involves using targeted web pages and e-mail lists to reach specific audiences. Learn how to use the web, e-mail and lists to get your message out; design a contact database to track who gets what, when, and how; create a user-friendly virtual press room; and use Internet technologies to make your entire organization (including far-flung staff and members) more PR-savvy. Geared for professionals in public relations, communications, sales and marketing, at all levels. * Develop a plan for integrating web and e-mail technologies into your PR programs * Create a virtual press room * Understand how to send target messages to target audiences and communicate directly with the general public Joanna Pineda is president of Business Information Network, which has provided online, web and Intranet solutions to organizations since 1989. She has a background in system design, project management, marketing and public relations. jpineda@bizinfonet.com * www.bizinfonet.com 10:45-Noon * General Interest 10. Bits from Above: Internet by Satellite Internet communications are not just growing on telephone lines; they are taking to the air and the sky as well. The Internet has become the universal protocol that makes the message important, not the network upon which it travels. Today Internet users can use any medium: telephone, wireless LAN or WAN, and satellite. This session will show how effective mobile satellite access to the Internet can be gained from anywhere in the world, and how satellite Internet service compares to terrestrial wireless Internet service. For beginner to intermediate audiences. * Identify the major companies providing mobile wireless Internet access * Learn how communication satellites are used to gain Internet access * Compare the costs of terrestrial and satellite Internet service Don Rickerson is founder and president of Personal Satellite Network He's a senior member of the IEEE and has held a number of leadership and technical positions in the communications field. don@skyhelp.net * www.skyhelp.net 10:45-Noon * Web Publishing 11. Document Reuse: Intelligent Authoring for the Web The complexity of modern web sites often requires multiple authors to create or modify the same document. To maximize content that has already been developed and to ensure consistency within multiple-author documents, the web-authoring process must enable authors to break documents up into discreet modules, then present these modules in a sensible manner. Document module reuse presents a new set of potential problems, however. Managing a library of document modules adds complexity to the authoring process, which this seminar will define and present solutions for. Audience: intermediate to advanced content developers. * Develop a comprehension of web documents as software * Understand methods to enable web document reuse * Techniques to assist in authoring web documents Greg Meyer is the chief technologist in the Enterprise Solutions Business Unit of Nichols Research Corp., Columbia, Md., with over 14 years experience in complex systems integration, web site development, imaging, document management and collaborative computing. meyerg@nichols.com * www.nichols.com 10:45-Noon * E-Commerce 12. Extranet Applications at Work The most effective businesses will happily "jump on the e-commerce bandwagon" to transform their ordering process into a more competitive, 24x7 web-based, self-service ordering environment. Companies that implement an extranet commerce solution can build free web sites for distributors, access inventory availability in real-time, and ultimately generate 100% of their transactions online by the year 2000. Learn how businesses can "automate their supply chain" to fully optimize and profit from web-based sales and support on processing, management, and fulfillment operations. For intermediate-level audiences. * How a private intranet, or "extranet," can boost information sharing * How linking a corporation's intranet system to their trading partners will create electronic business-to-business self-service order processing capabilities * Learn how using the Internet to implement effective supply-chain automation can create more efficient logistical processes Liz Sara is vice president of marketing for SpaceWorks, Rockville, Md., an e-commerce solutions company for corporate America. She has held executive positions at America Online, United Press International, and LEXIS/NEXIS. lcs@spaceworks.com * www.spaceworks.com 10:45-Noon * Web Development 13. Building and Training a Web Development Team So you want to leverage the Internet for business, but can you pull it off? Do you know what types of knowledge and expertise you and your team will need? The concept of the single "webmaster" creating and managing the corporate site is being replaced by development teams made up of specialists with diverse disciplines. Attendees will learn the important aspects of building and training a successful web development team, and the organizational/process issues managers face. Audience: CEOs, CIOs, CFOs, executive vice presidents or director-level executives involved in forming the Internet development strategy for their organization. Intermediate level. * Internet specific principles to give candidates the flexibility and breadth of knowledge required * Building a functional Internet development team * The importance of vendor-neutral training in locating and hiring qualified candidates Eric Ashman is the vice president of production for USWeb's Washington, DC practice, where he focuses on managing the development of large-scale Internet and Intranet projects. eashman@dc.usweb.com * www.usweb.com 10:45-Noon * Web Design 14. Rx for Web Pages: Using Java Scripts This session will demonstrate the use of commercially available Java scripts on web pages. Techniques will be demonstrated for a variety of techniques from simple to more complex scripts, including rolling text and other Java-driven effects. Web page designers attending this seminar will gain valuable insight on using resources that are commercially available without the need to write complex Java code. * Learn how to include simple Java scripts in web pages * Learn how to add complex Java-driven functions to web pages * Learn about commercial Java script resources and enhancements With over 30 years of graphics production and desktop publishing experience, Herb Boeckenhaupt is a consultant and instructor in web page and web site design, through his "Rx for Webpages" workshops. webhelp@cyberservices.com www.webhelprx.com 1:15-2:30 p.m. * Advertising/Marketing 15. Using E-Mail Newsletters to Generate Sales, Gain Customer Loyalty, and Educate Members If your organization has a product or service to sell, you should consider creating an e-mail newsletter. Learn how organizations can use e-mail newsletters to: increase sales, promote customer loyalty, educate customers, and generate referral business. Gain valuable tips for writing e-mail newsletter copy that will be read, using your newsletter to educate not sell, and encourage people to provide their e-mail addresses so they can be on your "list." Geared for professionals in marketing, communications and membership. * Assess whether or not your organization can benefit from an e-mail newsletter * Develop a content plan and format for your newsletter * Understand the key elements of a successful e-mail newsletter Joanna Pineda is president of Business Information Network, which has provided online, web and Intranet solutions to organizations since 1989. She has a background in system design, project management, marketing and public relations. jpineda@bizinfonet.com * www.bizinfonet.com 1:15-2:30 p.m. * General Interest 16. Customer First: Internet Style! Although many trends have emerged from the business world of the 90's-perhaps none have proven as true or lasting as the demand to provide superior customer service at ever diminishing cost. Additionally, increased market competition, often from foreign investors, has eroded the customer base of many businesses. This has forced firms to explore new avenues for both growing and maintaining a pool of clients. The three priorities-more effective customer service, lower costs, and new avenues of developing and maintaining customers-find a perfect solution in the Internet. * The Internet as a customer service tool * Limitations of the Internet * Internet security * Cost of Internet customer service projects * Maintaining an Internet customer service program * Different types of Internet customer service packages Sean Hanover is vice president of Southwest Distribution and the owner of Northern Virginia Consulting Services, with extensive background in information technology including database design/development for the federal government in Europe and database warehousing & Internet projects for community support agencies. HanoverHR@aol.com www.members.aol.com/hanoverhr/hcs.html 1:15-2:30 p.m. * Web Publishing 17. Writing for the Web We all know that writing for the Web is different from writing for print. But how is it different? Learn the shape and form of web writing and how it interconnects with visuals to create a mutually supportive environment. Also learn the various ways sites are constructed and how the text can support that structure. See how language, style and readability can make or break a site-and how hypertext can sometimes be a distraction. Audience: those already handling content issues for their site as well as "newbies." * Developing a site's organizational structure * Deciding on the tone and style * Making sure the visuals support the text * Using hypertext effectively Merry Bruns is director of ScienceSites Consulting, producing science, educational and business web sites. She offers research, writing and editing in-depth content, as well as site organization and producing. mbruns@nasw.org www.pobox.com/~sciencesites 1:15-2:30 p.m. * E-Commerce 18. Creating an Effective E-Commerce Web Site in Uncharted Territory Web site architects everywhere encounter this challenge: to find a solution that works for the consumer as well as the client who is entering into a new realm. This session will address the IT issues faced by developers and the solutions that will benefit future web site architects. Using a case study involving North American Power, the speaker will illustrate the technologies and techniques in creating a viable e-commerce application. The case study is on the world's first online application to facilitate the buying and selling of energy via the Internet. Audience: general interest, as well as those with elementary knowledge of Web commerce and the Internet, as well as IT professionals looking to better understand how to implement a successful Internet and e-commerce project. * How to accurately define client requirements for a unique Internet implementation * The benefits and pitfalls of using particular technologies * A process by which to select the right technology to your e-commerce solution Albert Dunn is director of the Internet Services Division of Per-Se Technologies and was the lead IT expert in creating the world's first energy exchange. 1:15-2:30 p.m. * Web Development 19. Successful Web Site Strategies Whatever your definition of success, the Web is an opportunity to redefine how you do business, reach prospects, and enhance customer loyalty. Whether you want to improve your current site or create a new one, if we provide what they want when they want it, they will come back. This seminar is about what you should do before you actually design your web site to ensure your web presence meets your goals. * How and why people use the Web * Defining your audience, goals and content * Portal pages * Information gathering on-line * Promotional support * Improve navigation and content using site statistics Karen Dodds is president and creative director of Dodds Design, Washington, D.C., a web site design and development firm offering related print and marketing support for Internet or Intranet sites and a past president of the Art Directors Club of Metropolitan Washington. info@doddsdesign.com www.doddsdesign.com 1:15-2:30 p.m. *·Web Design 20. How to Keep Your Site Fresh with Changing Graphics and Content If you build it, they will come--again and again. And they will--provided you update your web site with new content and high-impact graphics. Learn from a web designer who specializes in taking existing web sites and turning them around. She'll also discuss other ways to generate return traffic at your web site, including GIF animations, video streaming and real audio. After a look at some finishing touches you can apply, several web sites from differing industries will be demonstrated to see these principles in action. Also discussed will be what makes a successful web site, including the importance of interface design and navigational features. * Content that works * Using graphics and audio/visual assets * Layout and substance * Internet interface * Finishing touches Laura Glynn is president of Glynn Interactive, Inc., Arlington, Va., a multimedia and web design/hosting firm for corporate, government and publishing accounts. lglynn@glynn.com *·www.glynn.com 1:30-3:30 p.m. * Web Design 21. Rx for Web Pages: Navigation Buttons This seminar will demonstrate techniques on how to create functional and attractive navigation buttons for web pages. Techniques for producing buttons from the simple to complex to unique will be demonstrated using inexpensive software products. The workshop will provide attendees with ideas and resources for creating a wide array of highly attractive and operational buttons appropriate for any web page format or layout. * Learn how to create attractive buttons to navigate your web site * Learn how to easily create complex button & navigation schemes * Learn how to create interesting effects and interactive buttons With over 30 years of graphics production and desktop publishing experience, Herb Boeckenhaupt is a consultant and instructor in web page and web site design, through his "Rx for Webpages" workshops. webhelp@cyberservices.com www.webhelprx.com 1:30-3:30 p.m. * Electronic Publishing 22. Photoshop Tips & Tricks for Advanced Users You've probably seen the wild effects created by Photoshop artists-now learn to create them! If you're interested in creating cool textures, smooth montages of images and images popping with depth, this seminar is for you. You'll learn to use Photoshop's built-in tools to create effects without having to rely on extra filter programs. * Creating patterns from scratch * Intertwining objects using layers * Using channel operations to create embossed and metallic images * Realistic shadows and lighting effects * Several ways to colorize and re-map image palettes Gary Young is a trainer and author for Tectrix, Inc., Columbia, Md., a training and courseware development company. His desktop publishing and graphics courses are sold worldwide through Ziff Davis Education, and he has trained a broad range of clients, both live and via the Internet. gary@tectrixinc.com 3:00-4:15 p.m. * Design 23. How to Harness Technology to Create Great Design Ignore the calendar! Great design is still great design, regardless of whether it's 1998, or the year 2000. Graphic design and new media are converging, but remember to keep technology in its place. Let's embrace the possibilities of technology, but keep in mind that we're already where we need to be to produce--and continue to produce--great design. * How to harness technological advances to improve productivity * Optimizing technology as an accessory to creativity * Recognizing design limitations in new media * New media graphic design as it appeals to multiple senses Supon Phornirunlit founded Supon Design Group in Washington, D.C. 10 years ago at the age of 24 with a fax machine and $1000 in the bank. Today, SDG employs more than two dozen people; their work has earned nearly 700 industry awards with an annual billing of over $4 million. supon@supon.com * www.supon.com 3:00-4:15 p.m. * Advertising/Marketing 24. How to Drive More Traffic to Your Web Site In this session, participants will learn strategies and tactics for making their web sites well-known and well-visited. Often, a site developer will put a great deal of effort into creating a great site, but overlook key considerations for promoting that site. This session will remind you of the basics, as well as share a few insider tips for effective site promotion. * Find out 4 methods that work for increasing site traffic * Understand why many commercial services are a waste of money * Learn how to use banners and metatags in your site * See demonstrations of effective and ineffective sites * Know where to look for additional resources on this topic Bill Ringle is director of Internet services at StarComm Development, Inc., Philadelphia, where he works with organizations that want to take their use of the Internet to the next level and with people who want to use the Internet to grow their business. bill.ringle@starcomm.com * www.StarComm.com 3:00-4:15 p.m. * General Interest 25. Web-Enabled Training: Knowledge When You Need It Equipping employees with the knowledge they need, when they need it-anytime, any place, any pace-is becoming increasingly important in today's workforce. This session will present and demonstrate a model for web-enabled training. The presentation will address the principles of distributed learning, collaboration and teamwork in the context of on-line delivery. A review of the advantages and limitations of using the web for training will be discussed. * A method for providing training specific to the needs of a learner * How to use the web to deliver both knowledge-based and performance-based training * Strengths and weaknesses of web-enabled training solutions. Bill Aggen is vice president, training and education for U.S. Technologies, with 18 years of experience developing multimedia training, education and information programs in both corporate and academic organizations. baggen@ustechnol.com * www.ustechnol.com 3:00-4:15 p.m. * Web Publishing 26. Source to Resource: Converting Text for the Web After a brief discussion of the variety of text on the WWW, we will take up a simple yet highly effective design project: placing a database generated from Access 97 on a WWW site, implementing the rudimentary commands needed to make the database password-protected and capable both of returning data and receiving input. The front end to the database will include Javascript-controlled text components designed (using simple, reusable code) to make the interactive experience enticing and rewarding. For beginner to intermediate users, who should know basic HTML and have some familiarity with the WWW. * Distinguish among the possible formats for presenting text on the WWW (e.g., simple text, HTML, PDF, dynamic text [DHTML], images, and database) * Learn to present text as hybrid media with a reusable Javascript component * Learn to place a text database on the WWW with an HTML frontend employing some of the above Richard Puckett is web site administrator for Security Management magazine and teaches Internet development courses at George Washington University. He has also published with Discovery OnLine, and freelances as a TCL/TK programmer. rpuckett@asisonline.org www.securitymanagement.com 3:00-4:15 p.m. * E-Commerce 27. E-Commerce Security: Protecting Your Clients, Your Reputation, and Your Profits Electronic commerce is a new way of engaging in a timeless activity--interacting, bartering, and transacting with people and businesses. The mere fact that business is being performed on-line over an insecure medium is enough motivation to entice criminal activity to the Internet. This presentation examines the most critical security concerns for users and businesses engaging in all manner of Internet-based e-commerce. In any on-line activity, a number of software components from one user's software client to another party's server will execute to handle the on-line transaction-be it mail, file transfer, remote log-ins, web surfing, or commercial transactions. History has shown that a failure in any one of these components may compromise the integrity of the whole transaction. * The critical components of e-commerce security * Vulnerabilities in e-commerce systems * How to secure e-commerce for yourself and your enterprise Dr. Anup Ghosh is Senior Research Scientist with Reliable Software Technologies and is the author of E-Commerce Security: Weak Links, Best Defenses (Wiley, 1998) currently in bookstores. aghosh@rstcorp.com * www.rstcorp.com 3:00-4:15 p.m. * Web Development 28. Effective Utilization of Multilingual Web Sites An overview of successful strategies for designing and implementing profitable multilingual web sites, specifically: Creating, managing, organizing, and updating content for a multilingual web site. Also discussed will be design and navigational methods/considerations, effective marketing strategies (multilingual search engine registration, advertising, etc.), management issues and models (centralization vs. decentralization, internal vs. external management, etc.), integration of business, commerce, marketing, and customer services functions to maximize return on investment. Attendees will also gain a basic understanding of how a computer, server, and web browsers process and display non-English information. For beginner audiences. * How to plan, design, and market, and manage a multilingual web site * Models for managing a multilingual web site project * How to ensure a return on investment for a multilingual web site Ashlye Daniel co-founded MediaSync International, Inc., Washington, D.C., in 1995, where she is president and executive multilingual producer. Formerly she was a telecommunications research director for International Access Corp. ashdaniel@mediasync.com www.mediasync.com 3:00-4:15 p.m * Advertising/Marketing 29. How to Sell Your Creations Through Your Web Site, CD-ROM or DVD As online learning increases, the potential to sell instructionally sound training increases astronomically. The Internet provides a virtual audience for your computer or web-based training, simulations, entertainment titles, or other valuable content through your web site, or on CD-ROM or DVD. During this presentation you will learn about your options for selling your content securely from e-commerce tool kits to transaction processing systems. Audience: beginner to intermediate. * To provide an overall knowledge of the various systems available for selling information on the Internet * To provide guidelines for educated decision-making * To provide a hypothetical business model that can be applied to your Internet web service Michael Gallagher is senior vice president of sales with Imark Technologies, The Information Commerce Company, developer of the Net-Max system for online management, metering, transaction processing, and billing for digital content. Mgallagher@imarktech.com www.imarktech.com Thursday, September 108-10 a.m. * Web Development 30. How to Plan or Update A Quality Web Site This is the planning/review process that is necessary before the actual design and construction or updating of a web site begins, or the reevaluation process for an existing site. This includes determination of target users, goals of the site, what a visitor should gain and or accomplish by visiting the site. In addition, learn the various layout structures and their potential uses; psychological and physiological considerations; guidelines for material selection and adaptation, and call-to-action strategies. Applicable to both Internet and Intranet sites. * Understand the pre-planning required * Learn various layout structures * Determine goals for the web site * Learn some of the do's and don'ts in web site construction Gail Houck is CEO/president of Houck & Associates, Alexandria, Va., which specializes in web site development, Internet marketing, customer service and promotional strategies, as well as Internet/web training and distance learning. Clients include the World Bank, CIA and the American Society of Training & Development. houck@houckassociates.com * www.HouckAssociates.com 8-10 a.m. * Web Design 31. Photoshop for Web Designers The vast majority of graphics on the web are being designed in Photoshop. It is the tool of choice for web designers and webmasters everywhere. This seminar will focus on the proper use of Photoshop to produce images targeted for the Web. From preparing simple buttons, to using the appropriate color palettes, to choosing the suitable file format, all these topics will be discussed and shown in detail. Applicable to Mac or Windows users at any experience level. Note: this session is repeated later today from 2:30-4:30 p.m. * Graphic file formats * Colors for the Web * Texture and painting tricks * Animated GIFs * Creating interesting backgrounds Kelly McKay is an Adobe Certified Expert and Washington regional manager for Cyber Solutions, an Adobe Authorized Learning Provider with offices in suburban Washington, Philadelphia, Lancaster, Pa., and Chicago. kelly@cyber-solutions.com www.cyber-solutions.com 8-10 a.m. * Electronic Publishing 32. Boost Your Productivity Using PageMaker Style Sheets & Tags Ask any seasoned desktop publisher, and they'll tell you: The worst part of the job is the constant repetition. Come to this session and you'll learn the two most important efficiency tools of the trade...style sheets and tags. You'll learn to work with: * Paragraph style sheets * Paragraph tags * Character tags * The "do's" and "don'ts" of importing style sheets from your favorite word processor * Story editor to replace/change * Character and style formatting Kevin Siegel is president of IconLogic. He is an Adobe Certified Technical Trainer with more than seven year's experience as a software instructor, and he has written more than 70 computer-related training manuals. iconlogic@idsonline.com * www.iconlogic.com 9-10:15 a.m. * Advertising/Marketing 33. Top 10 Trends in Online Advertising Online advertising is an emerging industry with new tools, technologies, and ad models appearing weekly. Whether you buy or sell online advertising, keeping on top of the market means knowing where the industry is going. Learn the top 10 trends in online advertising so you can better design and position your advertising campaign and spend your online advertising dollars more efficiently and effectively. * The top 10 trends to watch in online advertising * Who compiles these trends and how you can monitor trends year round * How you can be a market leader by setting trends Robbin Zeff is president of The Zeff Group, which helps businesses to maximize their revenue from the Internet, and is author of Advertising on the Internet (John Wiley & Sons, 1997). robbin@zeff.com * www.zeff.com 9-10:15 a.m. * General Interest 34. The Power of a Virtual Community: Gain Competitive Advantage, Realize ROI How do Intranets and Extranets contribute to your bottom line? Once the domain of computer geeks, virtual community is now embraced by companies as a powerful business tool. Case studies will show the benefits as well as highlight several key applications of virtual community, including customer service, knowledge sharing, sales force automation, and e-commerce. Learn how virtual community builds traffic to online publications, increases marketing effectiveness and sales for online commerce, and improves communication between your employees, vendors, and customers. Audience: CEOs, CIOs, CFOs, executive vice presidents or director-level executives involved in forming the Internet, Intranet and/or Extranet strategy for their organization. Intermediate level. * How to effectively leverage Internet technology to streamline business processes * How to incorporate your Internet, Intranet and Extranet plans into your organizational strategy * How to use virtual community to dynamically increase traffic to your site, gain competitive advantage, and increase your ROI Susan Wu is the director of development of USWeb Corporation's DC practice, where she is primarily responsible for managing large scale Intranet and Extranet development efforts. wu@dc.usweb.com * www.usweb.com 9-10:15 a.m. * Web Publishing 35. How to Create and Manage Successful Online Publications This is a case-study look at how a newspaper publisher partnered with its Internet service provider to develop a unique online publications-management solution: Expressroom. A database-centric, server-side solution, Expressroom allows editors and publishers to manage and update content to Web-based publications without the need for HTML or other programming skills and by using familiar word-processing software and their web browser. * Why go online at all? * Solving content-update issues * Opening web site production to writers, editors and publishers * Getting the webmaster out of editorial * Integrating online publishing elements with existing operations * Steven Morse manages the business operations of the GW Hatchet student newspaper at George Washington University. Since 1986 he has grown revenues 200%, engineered the incorporation of the paper as an independent, non-profit corporation, and launched a scholarship fundraising campaign as well as the Hatchetís online edition, developed and hosted by Worldweb. Brian Loew is president and chief executive officer of Worldweb, Alexandria, Va., a business Internet service provider, as well as one of the chief developers of Expressroom, an online publications-management system. info@worldweb.net * www.worldweb.net 9-10:15 a.m. * E-Commerce 36. E-Commerce 101: the Elements of E-Commerce Managers and professionals of all levels are moving quickly into e-commerce, but are looking to the industry to provide them with the "map" of the essential elements and issues required to assemble an effective e-commerce solution for their business. Discover the current systems and coming technology solutions available in e-commerce regarding: store fronts, site security, payment security, back-office management, systems integration, fulfillment, international markets, site marketing, customer agents, channel relations and case studies. * Gain an understanding of the current tools available in the market for conducting e-commerce * Understand the important issues and trends * See and understand the elements of e-commerce technology Gabriel Swank is principle internal analyst and strategist for INTERSHOP Communications and is a frequent speaker in both academic and professional forums on e-commerce technology. g.swank@intershop.com * www.intershop.com 9-10:15 a.m. * Advertising/Marketing 37. Finding Your Market on the Web Web site development is one key component to a company's overall marketing initative. This presentation will focus on the marketing strategy component of web site development, and how that strategic marketing front-end must interface with and be optimized in coordination with both design capabilities and network/technology expertise. From determining who your audience is, to finding the right marketing vehicle to use to reach them on the web, attendees will learn: * Bloopers and blunders to avoid when developing your web marketing strategy * How to target the audience that's right for you * Top ten tips for attracting traffic flow (and customers) to your site * How to keep viewers coming back for more * Reaching beyond your site to gain visibility Ronald Wagner is Chief Communications Officer of Novo/Ironlight, an interactive company developing online businesses for Fortune 1000 clients. Clients include Sony, Toyota, Levi's, the Emmy Awards, Lotus and Hewlett-Packard. ronald@novoironlight.com www.novoironlight.com 10:30-11:45 * Advertising/Marketing CANCELED 39. Business-to-Business Marketing on the Internet This session will highlight the major differences between consumer marketing and business-to-business marketing via the Internet. It will also cover the considerations a business has when evaluating the efficacy of establishing a Web site or an extranet, including detailing the most appropriate market research and environmental issues. And it will provide abundant real-life examples and cases of businesses who have succeeded in B-to-B marketing on the Internet and why. * Learn why the interactive channel is a unique opportunity for business-to-business marketing * Learn a planning regimen that will help you launch your own successful Internet initiative Howard Tarplin is marketing director of Interactive Media Associates, Parsippany, N.J., with 20 years experience, with Dun & Bradstreet, AT&T and Citicorp, in helping organizations market to business and consumers using interactivity. howard@imediainc.com * www.imediainc.com 10:30-11:45 * General Interest 40. Intranet Case Studies An Intranet is an ideal way to leverage an existing computer infrastructure and automate virtually any business process that involves dynamic information exchange-such as customer service and support. Internet-based applications can provide an effective vehicle for the customer service staff to query multiple databases simultaneously. Through real case studies, learn howbusinesses are using Internet technologies to increase productivity, improve utilization of corporate resources, reduce costs, and ultimately increase company success. * What types of products and services will work in the future * How to realize a ROI in internet technology * Consolidate data Andrew Taubman is vp/general manager of the Washington, DC and Philadelphia locations of USWeb Corporation, the world's largest professional Internet services network. drew@dc.usweb.com * www.usweb.com 10:30-11:45 * Web Publishing 41. Publish (Well) or Perish: How to Make Your Web Site Efficient and Cost-Effective As the Web has evolved, so has web publishing. Web publishers are looking to control and streamline workflow, leverage workflow and established publishing practices, and minimize production costs. Using management and technical knowledge, Ron Matros assesses these needs, the solutions and technology to satisfy these needs and the pros and cons of such web publishing technologies as dynamic and static pages and content management. Audience level: intermediate. For web publishers and/or future web publishers. Ron Matros is president and CEO of FutureTense, Inc., Acton, Mass. Matros is working to ultimately integrate online publishing with online advertising to create a profitable web publishing solution for professional publishers. rmatros@futuretense.com www.futuretense.com 10:30-11:45 * Advertising/Marketing 42. Brand Building on the Internet: A Case Study of Toyota & Levi Strauss Take an in-depth look at a major automotive manufacturer's web site and review marketing goals and objectives needed to test launch products in a target region. From selecting purchase options and models through the online credit approval process; this is a one-stop shopping experience for the serious car buyer. A secondary site review will feature marketing considerations that played a pivotal role in developing an online branding effort for Levi Strauss. Ronald Wagner is Chief Communications Officer of Novo/Ironlight, an interactive company developing online businesses for Fortune 1000 clients. Clients include Sony, Toyota, Levi's, the Emmy Awards, Lotus and Hewlett-Packard. ronald@novoironlight.com www.novoironlight.com 10:30-11:45 * E-Commerce 43. Integrating the Web into Your Business Plan As more and more companies are realizing the utility, or rather necessity of creating an online component, they will need to know how to correctly allocate resources and what to expect from an investment in the Web. This session answers the following questions: * How much money should be spent in promoting your site vs. building it? * How much revenue can I expect from my online catalog, versus traditional direct mail? * When can I expect a return on my investment? * What generates more revenue-owning merchandise or partnering with a third party? Paul Cimino is chief executive officer of Snickelways Interactive in New York, responsible for marketing, strategic relationships and client management. paul@snickelways.com * www.snickelways.com 10:30-11:45 * Knowledge Mgmt. 44. The Four Key Capabilities Required in a Knowledge-Management Platform The fusion of document management and knowledge management is inevitable in any enterprise that wants to leverage its intellectual assets to maximize competitive advantage. Learn how PC DOCS/Fulcrum defines the access-control continuum and about the four key capabilities required in a knowledge management platform. Brian Zanghi was appointed president of PC DOCS/Fulcrum in April 1998. A three-year veteran of PC DOCS, Inc., he most recently held the position of VP of North American sales and was part of the team charged with developing and implementing PC DOCS' business strategy. pr@fulcrum * www.pcdocs.com 10:30-12:30 * Electronic Publishing 45. How to Customize QuarkXPress with XTensions Quark XPress is a great program-but everybody uses it for different things. XTensions allow you to customize XPress for the work that you do. In this course you'll learn what XTensions do, which ones fit your needs, and how to evaluate different XTensions. You'll see many popular XTensions at work and find out what's available to make what you do faster, easier, and more efficient. Join us to learn about: * XTensions for special needs (like creating tables, web pages, or personalized documents) * General functionality XTensions everyone should own * Precautions to take when using demo XTensions * Plus many XTensions resources Alison Sigethy is the customer communication manager at Startec Global Communications. She uses QuarkXPress (and a variety of XTensions) to produce customer communications in three countries and 12 different languages. alisok@hotmail.com * www.startec.com 10:30-12:30 * Electronic Publishing 46. Exploring the Newest Features of Adobe Photoshop 5.0 For starters, Adobe has implemented four of Photoshop's users most requested features in its latest update: multiple undo via the history palette, editable text with character-level formatting, ICC-compliant color management and support for spot-color channels. Dozens of other features have been added to improve your photo design and production process, including improved type controls, new transformations, new keyboard commands and color correction tools. Maximize the latest features by attending this session. Jennifer Babik is an Adobe-certified instructor and has trained over 1,000 students in the use of Photoshop, and is the founder of Cyber-Solutions, Inc., an Adobe Authorized Learning Provider with offices in suburban Washington, Philadelphia, Lancaster, Pa., and Chicago. jen@cyber-solutions.com www.cyber-solutions.com 10:30-12:30 * General Interest 47. Creating Online Help Systems with RoboHTML RoboHelp has long been the industry standard for authoring Windows-based Help systems. And now there's RoboHTML. Created by Blue Sky Software, this is a an easy-to-use authoring tool for creating HTML Help systems. This beginner session is for technical writers, Help authors, and software developers who need to create impressive HTML Help systems. You'll learnto: * Create HTML Help topics * Link Help topics together * Create a table of contents * Insert graphics * Create an index * Create tables * Save and compile an HTML Help project Kevin Siegel is president of IconLogic. He is an Adobe Certified Technical Trainer with more than seven year's experience as a software instructor, and he has written more than 70 computer-related training manuals. iconlogic@idsonline.com * www.iconlogic.com 2-3:15 p.m. * Web Publishing 49. Church and State United: Integrating Content & Commerce Like any retail outlet, commercial web sites need to distinguish themselves by creating unique environments for their customers. In this case-study session, learn how The Electronic Newstand transformed what was essentially a "gofer" site into one of the Web's powerhouse commerce sites. How content and community are essential in creating a place where shoppers enjoy spending time (and money) online will also be explained. Audience: managers, content providers, marketers and strategists. * Understanding alliances between print and interactive media * Solid guidelines on growing and transforming your online property * Ideas about creative marketing and promotion * Inside advice on developing alternate revenue streams Brian Hecht is president and CEO of The Electronic Newstand, Washington, D.C., which showcases 3,000 magazine titles and sells more than 350. Brian@enews.com * www.enews.com 2-3:15 p.m. * E-Commerce 50. Computer Telephony Integration: "Enabling Technology" for E-Commerce With all the hype and promise of electronic commerce, why is it difficult for some customers to buy over the Internet? Why do some items sell, but others don't? Find out how CTI can enhance your Internet business and how it can help add a "personal touch" that will increase your customers' willingness to make purchases. Learn about the new CTI technologies available and how they can positively impact your sales success rate. * Understand how to tie new computer telephony technologies into your existing switch environment * Have a clear understanding of the architectural overview of the web-based call center * Learn how to integrate call center and web center technology * Know what "personal touches" you can add to help enhance your agents' ability to close more sales Manny Tayas, whose background is in architecting and building distributed computer telephony applications, is the product manager for WhiteCap, a computer telephony product developed by WhiteCap Development Corp. mtayas@whitecap.com * www.whitecap.com 2-3:15 p.m. * E-Commerce 51. How to Back Up Design with Dynamic Content A recent trend toward simple design suggests that consumers are alienated by complicated technology that is difficult to use. This tutorial gives the audience insight into consumer habits and preferences. It provides guidelines for balancing the use of hard technology with dynamic content. This session addresses the following issues: * How do you get people to purchase without gimmicks, like discount coupons? * How important is inter-activity such as games, quizzes, polls, etc.? * How "high tech" does my site have to be to still be cutting edge, without alienating customers with slower modems and older browsers? Steve Vardy is chief creative officer for Snickelways Interactive, a New York-based Internet development firm specializing in e-commerce solutions. svardy@snickelways.com * www.snickelways.com 2-3:15 p.m. * Knowledge Mgmt. 52. A New Paradigm for Corporate Infrastructure: Fat/Thin Clients in a Restricted Bandwidth World The new paradigm for corporations is that their knowledge management infrastructure must support people where they are, regardless of their location or time zone. It is the enterprise that provides all of the needed information, whether in the form of formatted data, document images, application output files and/or work in progress to its people with the most intuitive and efficient tools that will have the least technological impediment to success. Dennis League is president of Context Information Systems, Ltd. and is co-developer of Context's Virtual Office System and Image-Enabled Internet technology. dleague@contextis.com * www.contextis.com 2:30-4:30 p.m. * Web Design 53. Rx for Web Pages-Graphic Special Effects & Techniques This workshop will demonstrate techniques on adding a wide variety of visual effects to text and headlines on web pages. Effects such as drop shadows, glows, outlines, fades and other visual enhancements will be demonstrated through the use of various software products. Participants in the workshop will gain knowledge about techniques used to create these effects and what software products are available which will allow web page designers to quickly produce graphic enhanced titles. * Learn how to make attractive web page titles and graphic elements * Learn how to add special effects to text and titles on web pages * Learn which inexpensive software programs you can use to create dramatic graphics With over 30 years of graphics production and desktop publishing experience, Herb Boeckenhaupt is a consultant and instructor in web page and web site design, through his "Rx for Webpages" workshops. webhelp@cyberservices.com www.webhelprx.com 2:30-4:30 p.m. * Web Design 54. How to Streamline Web Graphics Using Adobe ImageReady 1.0 Learn the basics of Adobe's latest web imaging software. Learn how to integrate Photoshop and Illustrator files into your Web graphics as well as create new graphics directly in ImageReady. Learn to create and export your images for the Web. Essentially this program allows you to publish Web images that look better, download faster and are easier to make. * Superior image control * Real-time image compression * Create animation and other web features Jennifer Babik is an Adobe-certified instructor and has trained over 1,000 students in the use of Photoshop, and is the founder of Cyber-Solutions, Inc., an Adobe Authorized Learning Provider with offices in suburban Washington, Philadelphia, Lancaster, Pa., and Chicago. jen@cyber-solutions.com www.cyber-solutions.com 2:30-4:30 p.m. * Electronic Publishing 55. Quark XPress Tips & Tricks for Advanced Users You've used XPress for years. You use the program daily. You know all the features. Now, learn the tips and tricks to master the program and make XPress work for you. Want guides you can step and repeat, a punctuation space you can copy and paste, or a way to copy tab set-ups from one document to another? In this advanced course, you'll learn how to do these things as well as: * Use the math capabilities built into Quark XPress for speed and precision * Master the F-keys, arrow keys, and numeric keypad to drastically cut production time * Create intelligent Style Sheets (that other people could actually use) without using menus * Solve annoying production problems * Plus many new tips and tricks for version 4.0 Alison Sigethy is the customer communication manager at Startec Global Communications. She uses QuarkXPress (and a variety of XTensions) to produce customer communications in three countries and 12 different languages. alisok@hotmail.com * www.startec.com 2:30-4:30 p.m. * Web Design 56. Photoshop for Web Designers (Repeated) The vast majority of graphics on the web are being designed in Photoshop. It is the tool of choice for web designers and webmasters everywhere. This seminar will focus on the proper use of Photoshop to produce images targeted for the Web. From preparing simple buttons, to using the appropriate color palettes, to choosing the suitable file format, all these topics will be discussed and shown in detail. Applicable to Mac or Windows users at any experience level. Note: this session is also being held earlier today, from 8-10 a.m. * Graphic file formats * Colors for the Web * Texture and painting tricks * Animated GIFs * Creating interesting backgrounds Kelly McKay is an Adobe Certified Expert and Washington regional manager for Cyber Solutions, an Adobe Authorized Learning Provider with offices in suburban Washington, Philadelphia, Lancaster, Pa., and Chicago. kelly@cyber-solutions.com www.cyber-solutions.com 3:30-4:45 p.m. * Advertising/Marketing 57. Online Advertising Effectiveness If your business depends on online advertising revenue, you can't afford to miss what this session will teach you about measuring the effectiveness of online advertising. If you're relying solely on impressions and clickthroughs for these metrics, then it's time to move beyond the banner and get the whole picture. The big news here is that a new methodology now allows an effective measurement of return on investment for your onlone marketing activity. Rex Briggs and Mark Thomas are with Millward Brown Interactive, San Francisco. Briggs is vice president and a leading authority on online advertising; Thomas is vice president of sales. rex@mbinteractive.com mthomas@mbinteractive.com www.mbinteractive.com 3:30-4:45 p.m. * General Interest 58. Predicting the Growth and Change of the Internet How fast is the Internet growing and where is the growth coming from? This session looks at the relationship of domain name registration as an early indicator of general growth and changes in Internet usage. Analysis of key indicators such as the changing balance of domestic vs. international data and other demographic shifts will be reviewed. David Holtzman is senior vice president, engineering for Network Solutions, Inc., which registers Internet domain name addresses as well as provides enterprise network consulting services for commercial customers. dholtzman@internic.net * www.netsol.com 3:30-4:45 p.m. *·E-Commerce 59. Payment Services for Web-Based Electronic Commerce Analysts forecast that $134 billion in business-to-business sales will be conducted via the Internet by 2000. Once these goods are sold, vendors will need to be paid for their wares. Secure payment services will be required to support this commerce. This discussion will provide a businessperson's view of the components of security, including a description of encryption, digital certificates, the Secure Electronic Transaction (SET) and the payment types already available and being planned. Audience: Web development team members or technology staff. * How a web site can complement an existing e-commerce program * A new way to distribute products * Security issues Sandy Brumley is a member of the Electronic Commerce Team in the global payments business at Chase, where he is responsible for the development of Internet payment services. sanford.brumley@chase.com * www.chase.com 3:30-4:45 p.m. * Knowledge Mgmt. 60. The What, Where, Why, and When of KM This moderated panel will bring together several leaders in the Knowledge Management market to discuss and debate their respective viewpoints concerning what KM is; recommendations to enterprises making decisions concerning KM infrastructure; preventing technological traps; releasing the power of knowledge in your organization, and finally, why now is the time to implement a KM strategy to remain competitive beyond the year 2000. Panelists include: Steve Offsey, director KM Products, Dataware Technologies, Inc.(info@datware.com * www.dataware.com); Brian Zanghi, president, PC DOCS/Fulcrum (info@pcdocs.com * www.pcdocs.com); Dennis League, president, Context Information Systems (dleague@contextis.com); Daniel Agan, vice president, world wide marketing, Excalibur Technologies (info@excalib.com * www.excalib.com); Dr. Ronald Weissman, vice president of world wide marketing, Verity, Inc., Sunnyvale, CA (rweissman@verity.com * www.verity.com) Moderator: Andy Moore, editor, Knowledge World magazine. 3:30-4:45 p.m. * E-Commerce 61. Understanding the Emerging E-Retail Consumer Who actually makes purchases on the Internet? How do they differ in terms of demographics, lifestyle and tastes? What items are they purchasing? This session takes a critical look at the emerging E-retail consumer and makes determinations about the consumer trends that will drive electronic commerce in the future. Mark Wright, CEO of the Internet commerce landscape. * How to I target and drive online consumers by my virtual store? *·What are the most explosive categories on the Web? *·What online consumer trends do recent web market data indicate? Mark Wright is the chairman and CEO of @plan.Inc.Over 100 major web site, advertiser and advertising agency clients use the @plan. strategic market research system to guide their web marketing decisions. mwright@webplan.net *·www.webplan.net Friday, September 118-10 a.m. * Web Design 62. Beyond HTML: Other Ways to Create a Dynamic Web Site Most people are familiar with the look and perhaps even the creation of web pages, but even the most sophisticated web pages are only the beginning of creating truly interactive multimedia experiences on the Internet. This session will examine add-ons to HTML coding using Sun Microsystems JAVA, Apple's Quicktime Multimedia Layer, Adobe Acrobat and other proprietary software. *·How to use databases to improve your site *·Using alternate multimedia engines *·Faking animation without add-ons * Making compatibility choices Robert Sugar is president and creative director of AURAS, a design studio with a national client list. Although specializing in publication design, Sugar is a featured speaker on diverse topics such as creativity, prepress and design at trade shows across the country. 8-10 a.m. * Electronic Publishing 63. Upgrading to QuarkXPress 4.0 For die-hard QuarkXPress fans, it was a long, seven year wait. But the wait is over. QuarkXPress 4.0 is available. Come to this session and learn about all of the new features. Here's some of what you'll learn: * Character style sheets * Table of contents * Indexing * Enhanced find/change features * Clipping paths * New item controls * New drawing tools Kevin Siegel is president of IconLogic. He is an Adobe Certified Technical Trainer with more than seven year's experience as a software instructor, and he has written more than 70 computer-related training manuals. iconlogic@idsonline.com * www.iconlogic.com 9-10:15 a.m. * Advertising/Marketing 64. Strategic Planning for Internet Recruitment Traditional recruiting methods such as classified ads, employment agencies, search firms, college recruitment, job fairs and resume banks are still being used in the technical industries, but increasingly, companies are seeking new sources of talent, and are searching for more innovative and creative recruiting ideas. This presentation will showcase the techniques to successfully recruit new employees over the Net. It will illustrate how to create new, innovative methods to broaden and build a company's applicant pool. * Evaluate what your competitors are doing, where they are, what their strategies are and how to improve upon it * Learn to use the fluctuating effectiveness of online job boards and other media to your advantage * Find the highest quality performers by combining creative and original recruiting methods * Design a recruiting strategy for locating and hiring candidates faster and more efficiently Warren Smith is director of interactive recruitment and Mary Noyes is an account executive with Stackig Advertising & Public Relations, McLean, VA. wsmith@stackig.com * lhall@stackig.com www.stackig.com 9-10:15 a.m. * General Interest 65. Hype, Hope and Reality: The Networked Economy Right now, we're in the "hype" stage of the oft-promised networked economy. Bandwidth concerns, infrastructure limitations, and end-user fears all share responsibility for limiting the digital future. But the technology is already in place. This session will touch on the current state of the networked economy, and the promises of the not-so-distant future. How will companies begin to use data mining as a strategic weapon for knowledge discovery? When will companies stop talking about market share and start talking about pocket-book share? * Gain an up-to-date understanding of the Web today * Grasp the issues still impeding Web potential * Understand what tomorrow's networked economy may look like Steve Marino is vice president of client and practice management for Magnet Interactive Communications, Washington, D.C., where he oversees all aspects of client project management. marino@magnet.com * www.magnet.com 9-10:15 a.m. * Web Publishing 66. The Future of Digital Imaging and the Internet In the past, the ability to use photos on computers and the Internet were limited to users who wanted to spend money on high-priced, complex peripherals. Today, with advances in digital technology, the implementation of photos on computers exemplifies the convergence of digital photographs and the PC market. The move toward graphically oriented Web browsers and the need for lower cost, user-friendly imaging devices will be discussed, as well as other technologies on the horizon. * Rapid growth of photos on the Internet with the convergence of chemical photographs and the PC market * Need for more affordable imaging products * Hot technologies down the road Bill Krause is CEO of Storm Technology, Inc., Mountain View, Calif., a maker of personal scanners that enable customers to input, organize, store and use digital images easily with their computer. www.stormtech.com 9-10:15 a.m. * E-Commerce 67. Maximize Your E-Commerce Transactions with Strong Content With the exponential growth of e-commerce on the Web, companies across the board are learning how to best utilize this new selling medium to their advantage. First to be addressed in this session is the importance of careful targeting. Internet users, as a group, are too diffuse and targeting is imperative for high click-thru rates and successful e-commerce partnerships. Also, if the process is too time consuming or confusing, users will give up and leave. Through her own company's site, the speaker will also show how embedding commerce opportunities into highly-related content can lead to sales and provide users with a more enriching, focused experience that will keep them returning to the site. Audience: e-commerce community, online advertisers. Level: Beginner. * Why careful targeting is essential * Ease of use considerations * Embedding commerce into content Margaret Heffernan is the founder and CEO of The Password, a consumer online service that makes using the Web easy by delivering content in the form of web "magazines" with filtered content. She was formerly CEO of InfoMation Publishing Corp. mheffernan@thepassword.com www.thepassword.com 9-10:15 a.m. * Web Development 68. Creating a Technology Presence for Non-Technologists The Web is rapidly becoming the norm for corporate communications because in today's business culture, where daily we multi-task, macro-manage and make spilt-second decisions that effect long-term outcomes, the last thing we need is difficulty in reaching people. The fact is that technology is changing and those who keep up with the paradigm shift will more effectively move forward with the times. Some of the most important factors in bringing your business to the Web will be addressed in this session, including corporate communications integration, online advocacy, community building and marketing. Audience: all levels. * The Web as a new medium for communication and the options it offers * How to use digital communications for advocacy, interaction, community and connectivity * The initial steps towards integrating the Web into daily business communications Miles Fawcett is president and CEO of Interactive Applications Group (iapps), Washington, D.C., responsible for the development of the Orgitecture service. He is trained in instructional design and computer based training and recently joined the faculty at American University. miles@iapps.com * www.iapps.com 9-10:15 a.m. * Web Design 69. The Secrets of Savvy Web Design Learn how to design a web site that will take your company into the 21st century. Within a decade, the World Wide Web will become the world's most important vehicle of commercial exchange. Take advantage of this immense resource and gain an edge over your competitors through a savvy understanding of good web design principles. The web isn't what you think, it's more. And its power is just beginning to be tapped. Learn the design strategies that will: * Help you avoid the Top Ten Fatal Flaws of web site design * Let your web site download fast * Show up highly ranked on the search engines * Enhance your company's image and maximize the profitability of your web site * Keep browsers engaged and generate return visits through dynamic navigational techniques Tim Kenney is principal of Tim Kenney Design Partners in Bethesda, Md, specialists in software interface design. He has instructed at the Corcoran School of Art and at the George Washington University and The American University. tim@tkdp.com * www.tkdp.com 10:30-11:45 a.m. * Advertising/Mktg. 70. Targeting Content Online: Hitting the Bull's Eye In the Internet's infancy targeting users was limited to basic information, such as email addresses and server types. Today many things can be targeted-a person's age, their hobbies, and even their occupation. The result for business: the age-old advertising concept of targeting has been updated for the high-tech world. As the Internet grows, emerging targeting technology will allow for extreme specialization of electronic marketing and advertising. Audience: marketing and advertising professionals, web designers. * The evolution of targeting on the Web * How electronic targeting can enhance an advertising/marketing campaign * What information can be obtained from online targeting * "Hidden" uses for electronic targeting * Case studies to be discussed Thomas J. Kuegler, Jr.is Chief Operating Officer and co-founder of Skyline Network Technologies. His emphasis is selling and marketing business-to-business products and services and he has co-authored both editions of Web Advertising and Marketing. kuegler@skyline.net * www.skyline.net 10:30-11:45 a.m. * General Interest 71. How to Create a Secure Network on the Internet This session will explain how to establish the utmost in secure network solutions (VPN's) for the most private of private clients. Using 128-bit encryption and Secure Socket Layer, what makes this system unique is the entire package is browser-based and requires no special hardware. This means you could have the same very strong encryption and security logging in from a mountaintop in Vail, Colo., as you would from a residence or office. Robert Dowling co-founded Encrypted Private Networks Inc., a new company specializing in creating secure networks. He has been an executive-level security management professional with 13 years of progressive experience, most recently with the Defense Advanced Research Projects Agency (DARPA). bobdowling@erols.com 10:30-11:45 a.m. * Web Publishing 72. Beyond Gutenberg: The Future of Writing in the Internet Age The explosive popularity of the World Wide Web has conditioned people to navigate through information in a radically new way. This non-linear method of communication has accustomed people to rapidly jump to various pieces of information through hyperlinking. But while readers are enjoying this new way to view data, most of today's writers, from ad copywriters to business executives, still create business documents in an old-fashioned, linear format. Today's writers must learn to write for the web style of reading. * Implications for business communications * What does writing mean today in our interconnected world * How to write powerful on-screen documents * How to make your content stand out from the crowd Dan Bricklin is founder and chief technology officer of Trellix Corp., Waltham, Mass. He is best known for developing VisiCalc, the first electronic spreadsheet. danb@Trellix.com * www.Trellix.com 10:30-11:45 a.m. * E-Commerce 73. A New Model to Integrate E-Commerce and the Enterprise: Decreased Costs, Better Margins The Internet commerce market is expanding by leaps and bounds. The days of creating a virtual presence with an online catalog that merely passes credit card numbers off to a payment processor are over. A new model for Internet commerce is emerging called, "Process-centric Computing." This model facilitates reuse and allows large corporations to extend their competitive business expertise onto the Internet without redesigning their core business practices, ensuring quick return on investment. * Leverage existing technology and processes * Improve margins through the new Internet sales and distribution channel * Decrease costs through efficiencies in the supply chain * Enhance customer service, acquisition and retention Charles Rich is a senior strategic analyst for InterWorld Corp., a provider of enterprise-class Internet commerce software systems. The firm develops, markets, and licenses enterprise commerce applications focused on the selling chain. charlesr@interworld.com* www.interworld.com 10:30-11:45 a.m. * Web Development 74. Challenges Facing an Organization's Web Operations This session will explain the solutions that are needed to address the operational management of the web site, with an emphasis on server performance and resource usage monitoring. Also discussed will be the dangers of improper or incomplete management, and how to properly manage a web site to ensure that an organization's investment contributes positively to the bottom line. The speaker recommends a holistic approach to monitoring and proactively managing all of the components that make up a web site, including the security firewalls, applications, server, network, backend databases, Common Gateway Interface (CGI) and Transmission Control Protocol/Internet Protocol (TCP/IP) accelerators. Carl Coken is senior strategic marketing manager of internetworking products with BMC Software, responsible for product marketing for all BMC Software Internet-specific products. carl_coken@bmc.com * www.bmc.com 10:30-11:45 a.m. * Web Development 75. Developing a Component Strategy: Choosing the Best of Breed Software Web technology is revolutionizing electronic commerce, customer service and corporate communications through the advent of intranets and extranets. Choosing the right software, hardware, standards and vendors is key to the successful development and implementation of large scale, mission-critical web technology-based applications. Adopting a component strategy enables organizations to select the best of breed software and hardware components that best fit their needs and maximize their investments in this fast-changing technology. Concepts will be supported by examples of business-to-business application development for organizations such as Citibank, Oppenheimer & Co., Pepsi and VF Corp. * Evaluate products and vendors in terms of flexibility, scalability and maintainability * Create an optimal balance between off-the-shelf and custom solutions * Cut through industry hype and determine when not to be an early adopter Jeff Stewart is responsible for client relationships, strategic consulting and overall project management at Proxicom, Inc. Stewart co-founded Square Earth, Inc., recently acquired by Proxicom, and was previously a senior consultant with Ernst & Young's Information Technology Practice. jeff@proxicom.com * www.proxicom.com 10:30-11:45 a.m. * Knowledge Mgmt. 76. Sharing Information Brings Measurable Results Knowledge Management is enabling companies to reduce their time and costs. By using case study examples, Tom Feegel will explain how online technology enables organizations to increase their efficiency through measures such as collaborative workspace and documentation flow. Audience will learn about key areas essential for effective management of internal information. Material: Intermediate. Tom Feegel is executive VP and co-founder of NetResponse, Alexandria, Va., a strategic Internet consulting firm which has created corporate intranets for clients such as MCI and Microsoft, and has developed web sites for clients such as the Chicago White Sox and iVillage's Parent Soup. feegel@netresponse.com www.netresponse.com 10:30-12:30 * Design 77. What's Hot, What's Not in Graphic, Multimedia & Web Design Stay on top of the latest design trends-and take a glimpse at the future as one of Washington's top designers presents examples of today's hottest trends in graphic, electronic and industrial design. And so you don't get caught with your design pants down, he'll also show what's out of style. * Learn what makes the difference between good, new design and "flash-in-the-pan" copycats * Learn how to recognize and avoid the "trap of style" and the mistakes of the merely fashionable * See specific examples of how graphic design reflects the world around us. Tim Kenney is principal of Tim Kenney Design Partners in Bethesda, Md, specialists in software interface design. He has instructed at the Corcoran School of Art and at the George Washington University and The American University. tim@tkdp.com * www.tkdp.com 10:30-12:30 * Electronic Publishing 78. Boost Your Productivity with Quark Style Sheets and Tags Ask any seasoned desktop publisher, and they'll tell you: The worst part of the job is the constant repetition. Come to this session and you'll learn the two most important efficiency tools of the trade... style sheets and tags. Here's some of what you'll learn: * Character style sheets * Paragraph style sheets * Paragraph XPress tags * Character XPress tags * Layout XPress tags Kevin Siegel is president of IconLogic. He is an Adobe Certified Technical Trainer with more than seven year's experience as a software instructor, and he has written more than 70 computer-related training manuals. iconlogic@idsonline.com * www.iconlogic.com 2-3:15 p.m. * General Interest 79. Internet Legal Issues Doing business online presents some important opportunities; however no one should be lulled into thinking that this is the same as doing business by traditional means. Special consideration must be given to even the most basic contracts to account for the peculiarities of cyberspace. Additionally, protecting and licensing intellectual property (copyrights and trademarks) present special and unique problems online. Questions will be encouraged. * Copyright issues * Trademarks in cyberspace * Protecting your electronic rights regarding digital images * Control of content on web sites Fred Samuels' is a partner in Cahn & Samuels, LLP, representing a broad range of clients, from small high-tech start-ups to large multinational companies. He is a published photographer and has a particular interest in legal matters relating to photography and the arts. fsamuels@pattmcopy.com www.pattmcopy.com 2-3:15 p.m. * Advertising/Marketing 80. Gaining Valuable Marketing Data from Web Site Analysis To justify the investment in developing your web site and ultimately to maximize the return, you need to understand the visitors' experience on your web site. Many are turning to web site analysis tools to provide the answers. Web site analysis gives marketers the ability to translate footprints left on web sites into critical marketing data, such as from where a visitor or customer originated, the navigation trends of visitors, the transactions conducted and completed and even which referring sites provided the highest quality customers. * How to turn raw data about site visitors into valuable marketing data * How to use this data to improve site effectiveness on the fly * How to make sure a site delivers what visitors want quickly * How to use site data to make more intelligent online marketing decisions Bob Page is chief technology officer for Accrue Software, Inc. and was formerly chief scientist with the network management group of Sun Microsystems, where he was instrumental in the introduction and evolution of SunNet Manager, their leading network management product. bob.page@accrue.com * www.accrue.com 2-3:15 p.m. * General Interest 81. Virtual Storage: 10 Steps to Successful Image Archiving We no longer have boxes of unsorted transparencies and flats with films to go through when we need to locate images. But the confusion those unfiled items brought about can be magnified with very expensive consequences by not having your digital images easily accessible and organized. This seminar can provide information to help clear a path through the digital forest so participants will know how they can build a digital library they and their vendors can work with. Audience: publication managers, marketing managers, designers. * What to look for in choosing a vendor * Developing a naming system * Assessing your usage needs: print, web and multimedia * Selecting the storage media that grows with your organization Bryan Linkous is vice president of design and marketing and operations manager for the Graphic Color Group, Beltsville, Md. gccreation@aol.com * www.gc-creations.com 2-3:15 p.m. * Web Publishing 82. XML: The New Universal Data Format for the Web Microsoft has declared it the universal format for data on the Web, and a recent conference had speakers from many low-tech industries declaring how XML solves their industry's communication problems, and how the format easily handles their data. This session offers an in-depth look at the options users have for storing, retrieving, and managing XML data. How will XML data be cataloged? Queried? Managed remotely? And what about access by Java, VB, and C++ application code? Object Design? These are just some of the questions that will be answered in this session on the XML trend. * What XML is and how it will be applied * The data management challenges of using XML * Tradeoffs of different XML solutions (RDBMS, Flat Files, OODBMS, etc) Coco Jaenicke, product marketing manager for Object Design, began her career as a software developer at GE's Corporate Research and Development Center. She has since held senior marketing posts at companies such as Stardent Computer, CenterLine, and Atria. coco@odi.com * www.odi.com 2-3:15 p.m. * Web Development 83. 10 Online Mistakes to Avoid When Creating a Web Site In online marketing, only the strong survive. If you're considering an online presence, make sure you avoid the 10 pitfalls to your success. No matter what your company size, there are key components to success on the Web and key mistakes to avoid at all cost. You will learn effective and ineffective strategies for creating a web site that increases repeat traffic and supports corporate objectives, as you review with this speaker the Top Ten List of Mistakes to Avoid When Creating a Web Site: #10 Forget about goals * #9 Keep content static * #8 Let the site speak for itself * #7 Let users figure it out * #6 Online marketing programs don't closely dovetail with off-line materials * #5 Treat every participant the same * #4 Don't make user information valuable * #3 We all need a Web site * #2 We can do this by ourselves * #1 Ignore your audience Tom Feegel is executive VP and co-founder of NetResponse, Alexandria, Va., a strategic Internet consulting firm which has created corporate intranets for clients such as MCI and Microsoft, and has developed web sites for clients such as the Chicago White Sox and iVillage's Parent Soup. feegel@netresponse.com www.netresponse.com 2-3:15 p.m. * Advertising/Marketing 84. Direct Response Marketing on the Internet Building a commercial web site is not a "Field of Dreams"-if you build it, they won't necessarily come. After investing lots of time and money in a site, it's imperative to figure out how to attract the right visitors-through direct response marketing on the Internet. This session will cover the basics of buying and placing Internet media, tracking results, capturing data, modeling consumer data and using this information to improve future marketing campaigns. * Learn how to capture the right data via web sites * Learn how to use this data to speak directly to visitors and prospects * Find out about technology that will help target potential customers more effectively. Kurt Kandler is CEO of PARADIGM Direct Marketing in Atlanta, with expertise in developing Web site database applications, CD-ROM presentations, on-line services and web site development. He oversees the company's three divisions: PARADIGM Direct, PARADIGM Interactive and TargetOne. kkandler@paradigmdirect.com www.paradigminteractive.com 2-3:15 p.m. * Web Design 85. Effective Web Design: Interface Design Elements Learn the techniques used in effective web design, including the key visual elements necessary to create web interfaces that are easy to use, intuitive, aesthetically pleasing and efficient. Production techniques will be demonstrated through display and dissection of finished web sites. Topics will include background design, logo design, toolbar design and animation. Programs used include Adobe Photoshop, Macromedia Dreamweaver, GifBuilder, Adobe Illustrator and Netscape 4.0 on a Mac platform. * Understanding color in computer graphics * Branding the environment * Form vs. function: keeping the toolbar practical * Using animation to tell a story Cindy Carapellucci is a designer for Production Group International, whose clients include MCI, Mobil and Hechinger. She is also an instructor in interactive multimedia at GWU. getsmart@erols.com www.SkillSetOnTheNet.com |