Arrived smack in the middle of the first sessions - In House SEO, Search Engine Advertising/PPC and Emerging Social & New Media Landscape.
Went to the Social/New Media landscape one cause Mike Chapman from BuzzCorps was on the panel and I needed to see a friendly face 
Tidbits:
People have been empowered with social tools.
Get past the fear of people talking negatively about you.
There is a lot of sweat equity in this business.
Leverage what you can and do one thing really well.
