I'll follow up with a more considered post - day two starts shortly...

In terms of highlights, keynote yesterday was Ben McConnell. Ben manfully overcame the worst that the evil god of AV snafus can do to a man in front of a big audience. Luckily thanks to his big personality, shiny red shoes and fund of anecdotes he carried the audience with him, while men in black shirts wiggled cables and rebooted laptops.

Ben gave a great overview of the importance and emergence of social media, illustrated with rich and compelling examples. Many from the B2C consumer world of YouTube and MySpace - which made them fun and compelling in a way that the dour world of B2B often lacks.

But I suspect there remains a gap between Ben's rich examples and the B2B world in which most (all?) of these delegates work. I perceived a collective thought bubble hovering over the group: "this is all great but how can it be applied to my audience?"

I think it is relevant to these audiences, and the tools and techniques can be applied to these segments - but closing the relevancy gap between Ben's examples of consumer based communities and the corporate customers and their business decision makers remains the unanswered challenge.

I have some ideas around this. Today Jeremiah Owyang is speaking. I'm sure he has alot of ideas to contribute too. More later.