Don't be discouraged by this title.  One can certainly build Marketing 2.0 strategies applying what you already know about marketing and have learned to successfully execute in social media - however - adjusting for user generated content (B2C) and influencer-enabled content (B2B) may provide a real home run. 

During the Marketing 2.0 Conference March 22/23, 2010 in Paris, top brand and marketing managers for Coke, Lufthansa, HP, Disney, IBM, Evian, Dell, Lego, SAP and others shared some of their best stories on what makes a good social media brand and marketing concept turn into something great; and user [influencer] generated content can be the icing on the cake.

First of all, I'd like to thank the conference organizer at the Brand Science Institute in Hamburg, Germany, Nils Andres for battling a fire alarm, travel cancellations due to a strike in France, and other elements for doing a bang-up job assembling this two-day nearly 24 hours of fabulous live marketing 2.0 sessions/content in which I took part.

In addition to the big brands, small and mid-sized businesses reading this on SocialMediaToday's MyVenturepad would gain much value from Marc E. Davis of Invention Arts work around Web4 (that is definitely a supertext "4"); which he describes as the Who-Where-What-When of information or the 'web of the world'.  Marc's work around contextual metadata is the latest research which began during his time at UC Berkeley's Center for New Media around 7 years ago and later while he was Head of Mobile Technology at Yahoo.   At M2C, Marc described this as 'giving the internet world a nervous system and a body' in physical reality.  Invention Arts specializes in strategies, ideas— and is about the creation of new sources of value and the processes to support an inventor's creation.

My talk at the conference was created to illuminate for the attendees that business-to-business (B2B) can in fact really be business-to-person (B2P) and a 'how-to' finding influencers; preserving and enhancing your relationships with them and engaging in meaningful and creative ways can drive successful marketing 2.0 programs.  It is important to realize that no two influencers or bloggers or thought leaders are alike in their working model; nor are they motivated by the same incentives.  Building a long term two-way street relationship means that you'll be able to tap into your influencers who speak to your audience when you and they have something important to say.

M2C 2010 provided numerous experts from both the B2B and B2C perspectives, plus from the blogger and journalism side of the equation.  TechCrunch, Nieman Journalism Labs, Forbes Media, and more are all "figuring out" (in Joshua Benton's words) the future of this form and medium of journalism.  One social media and marketing 2.0 theme that prevailed among those who spoke: leverage co-creation with your audience and influencers, be transparent, and as at least one speaker - Oke Muller from TBWA/Chiat Day - put it in his words and in social media marketing: "above all else: BEHAVE"!