The introductory remarks used as part of the Keynote conversation with Mark Colombo, SVP of Digital Access Marketing at FedEx, for the Conference Board's Corporate Communication and Web 2.0 Conference, May 14-15, 2009.

1. EVERYONE IS AN INFLUENCER IN A WEB 2.0 WORLD INTRODUCTORY REMARKS FOR THE CONFERENCE BOARD PREPARED BY MARK COLOMBO, SVP DIGITAL ACCESS MARKETING, FEDEX & FRANCOIS GOSSIEAUX, PARTNER, BEELINE LABS 05/09

3. In the beginning – all business was social Satisfaction results in positive or negative word of mouth which makes a difference

4. Then business started scaling … but the social could not scale and made no difference anymore – so it disappeared from business

5. And companies started to develop real bad habits Interrupting people, targeting people, segmenting people – it felt like going to war with customers (& employees)

6. But then came the Internet and Social Media Blogs, wiki’s, discussion boards, tags, social networks – a massive platform of participation

7. And because humans were hardwired to be social The social reentered business and commerce with a vengeance – employees, customers could once again behave the way they’re hardwired to behave: humanly, tribally.

8. So to understand how to do business in a web 2.0 You do not need to understand the Web 2.0 technologies You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures

11. Any Questions? Mark Colombo, SVP Digital Access Marketing, FedEx w. http://www.fedex.com l. http://www.linkedin.com/pub/mark-colombo/8/630/816 Francois Gossieaux: e. [email_address] t. 617.899.198 w. http://www.beelinelabs.com b. http://www.emergencemarketing.com c. http://www.marketingtwo.net p. http://www.cmotwo.com