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Larry Halff is a San Francisco-based web entrepreneur and founder of the social bookmarking site Ma.gnolia.com, and traveller and foodie with a passion for creating ways for technology to bring out the best in people.

Celebrated as Marketing 2.0, Tara Hunt has worked in a plethora of industries, from non-profit to consumer beverages to technology for over the past 7 years, winning awards and seeing many successes with her creative, community focused campaigns. She is a frequent speaker at technology conferences on the subject of marketing and community building, including Mesh, the Future of Web Apps and the upcoming ETech and Web 2.0 Expo.

Tara also practices what she preaches and is a community-based movement evangelist, spending all of her free time on Pinko Marketing, Barcamp, Coworking and Winecamp. She is also a supporter of the Open Source movement, the EFF and the Creative Commons.

Larry Halff and Tara Hunt will be discussing how Ma.gnolia has implemented many of the tools of the open web such as OpenID, OAuth and Microformats and will also be unveiling Ma.gnolia 2, the next evolution of Ma.gnolia and a building block of the open web.

Even the best search engines can’t always be sure of what you want to find in the thousands of pages it finds on every search. And with so many pages, searching has been getting tough. Websites can be misleading about how good they are or what content they really hold. But we can’t blame the poor search engine for this. It’s just software. But what if a person could look at every page on the internet and make sure it showed up only in the right searches? Sounds nice, but wouldn’t we all have to pay hundreds of dollars a month just to search?

But that’s exactly what Ma.gnolia does. At Ma.gnolia, members save websites as bookmarks, just like in their browser. Except with a twist: they also “tag” them, assigning labels that make them easy to find again. So when you search for something, you use words that people choose and look only at websites that people think are worth saving. Suddenly you have access to a human-organized bookmark collection that numbers in the millions, but is as easy to use as a search engine.

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