To be honest, I was a bit shocked, when I entered the room for the first International Search Summit in Berlin this Monday. About 10 attendees were waiting for Webcertain‘s boss Andy Atkins-Krüger to launch the conference. The lack of local publicity for the conference, which isn’t known in Germany, probably caused this low attendance. Maybe also the combination with the “Localization World” didn’t work out. Translators and Search Marketers are two different species as Isabella Ballanti impressively showed in her presentation later on the day.

Calijn van Lennep, member of the E-Commerce team at KLM, was the first speaker of the day. She talked about how to manage a brand on global websites. Although this topic isn’t really search related, Calijn showed some interesting insights how KLM deals with global and local content on their 116 websites. Another interesting point was Social Media. Calijn said that KLM doesn’t have a real social media strategy, but they just try out things. During the ash cloud problems Twitter and Facebook were the most important communication channels though! (more…)