DigitalNow: Association Leadership in the Digital Age

digitalNow 2012 Agenda

Wednesday - 04/25/2012

All day

Attendee Arrival and Check-in Disney's Contemporary Resort Conference and program materials distributed as part of Disney special check-in

Thursday - 04/26/2012

6:45am-8:00am
Breakfast

8:00am-8:30am
General Session: Conference Opening

Presenters:

• Hugh Lee, President, Fusion Productions
• Don Dea, Co-Founder, Fusion Productions

8:30am-9:25am
General Session: Opening Keynote with Geoffrey Moore

9:30am-9:50am
Conference Break/Fusion e.community Resource Center
The Resource Center is your place to consult with digitalNow partners who offer tools, solutions, and product demonstrations. These digitalNow partners know the needs of associations

9:50am-10:50am
General Sesssion: Keynote Panel

11:00am-12:00pm
Workshops

Ten Transcendent Trends Reshaping the Future of your Association
Presenter: John Martin, CEO, SIR Research

What will your association look like in 10, 15, or 25 years? How will the ways in which you provide value, communicate, market, connect, govern and lead change? John W. Martin, CEO of SIR Research, is co-founder of the Boomer Project - a research project that has invested thousands of hours researching trends that are already affecting your organization.

Population growth, shifting ethnic diversity, and new household dynamics are just a few of the components influencing your association’s “demographic destiny.” This action packed session will present you with a clear view of what’s coming, and will offer ways to manage the exciting changes on the horizon.

Learning outcomes:

• Become familiar with five major demographic shifts and five major cultural shifts that will come to bear on your strategic planning
• Identify key action steps for how your association can leverage the ten transcendent trends to effectively serve tomorrow’s members
• Begin planning now for how you will ensure your association’s future relevance

Who should attend:
Leaders who are charged with developing and executing strategic plans

Room: Fantasia Q/P

 

12:00pm-1:20pm
Conference Lunch

1:20pm-2:20pm
Workshops

Evolution of Institute for Supply Management: A Case Study in an Association’s Technology Strategies and Systems
Presenter: Terri Tracey, CAE, Vice President, Technology and Publications, Institute for Supply Management

Follow the Institute for Supply Management (ISM) as it has evolved over the past seven years. Hear the story of how ISM's technology infrastructure went from a proprietary AMS, no CMS and an outdated LMS to an integrated association-specific AMS (and upgrade), CMS-driven web site (and upgrade) and a new LMS. This session explores how ISM approached selecting and integrating the systems, from a business and ROI (not technical) perspective to deliver value to the user and link to the organization’s strategic plan. Learn what they’ve done right and what worked, as well as lessons learned and what changes they’re making.

Learning Outcomes

• See how ISM transformed and integrated its systems to meet member/user needs, learning how to provide better content, services and outcomes from different approaches over the years.
• Hear how ISM developed and implemented their first taxonomy, the results they saw, and how they are defining their taxonomy structure for the upgrade that is in process now.
• Discover how they included their members and users in defining site content and design.

Who should attend?

Executives involved in defining taxonomy structure for their website and/or planning for a website upgrade that integrates all systems, and is presented from a business/ROI standpoint rather than from a technical perspective.

Room: Fantasia E/F

2:30pm-3:30pm
Workshops

3:30pm-3:50pm
Conference Break/Fusion e.community Resource Center
The Resource Center is your place to consult with digitalNow partners who offer tools, solutions, and product demonstrations. These digitalNow partners know the needs of associations

3:50pm-4:50pm
Double Plenary

From Content Providers to Experience Makers: Creating New Value Through Publishing
Presenter: Samir "Mr. Magazine™" Husni, Ph.D., Magazine Innovation Center, Meek School of Journalism and New Media, The University of Mississippi

As mobile technologies provide your members with unlimited access to unlimited content, how can your association compete? Simply by making the leap from just content providers to experience makers. Face it - creating content doesn’t deliver the value it once did; almost anyone can do it. Your opportunity to differentiate your association is in your ability to humanize the experience your members-customers have with the content you deliver. Join Samir Husni, Ph.D. (aka “Mr. Magazine™”) director of the Magazine Innovation Center at the Meek School of Journalism and New Media, The University of Mississippi for this engaging presentation about the importance of humanizing the total member-customer experience.

Learning outcomes

• Discover why continued relevance for your association depends on your ability to recognize that you are in the business of building an intimate brand.
• Learn about the importance of “falling in love” with your members again.
• Hear stories about entities that have created customer engagement methods that are relevant, sufficient, and desirable.

Who should attend?
Leaders who are charged with developing new business and revenue models, and who are facing competition for member time, attention, and loyalty.

Room: Fantasia G

5:00pm-6:05pm
General Session: Technology Showcase

PowerInbox
Presenter: Matt Thazhmon, Founder & CEO, PowerInbox

PowerInBox, a service that runs on top of your existing email, innovates the way you connect by turning your email into a dynamic communication platform. Everyday marketing and transactional emails are turned into experiences, engaging their target audiences all while streamlining the process for the end-user. CEO and founder Matt Thazhmon, will demonstrate the PowerInBox platform and discuss the practical application for associations.

Amphetamobile
Presenter: SiNae Pitts, Ph.D., CEO, Amphetamobile

Amphetamobile delivers mobile information and education, and has served as an innovative partner and resource in developing key association mobile and web-based products, as well as assisting in creating strategies to meet the educational content needs of members.

Scoop.it
Presenter: Guillaume Decugis, CEO, Scoop.it

Scoop.it is a tool to leverage curation to increase your visibility. Learn how you and your members can use Scoop.it to build your organization's reputation as trusted curator.

6:05pm-7:30pm
Conference Reception and Technology Demonstrations

Network with the digitalNow community and take advantage of hands-on demonstrations with our technology showcase presenters while enjoying world-class food and beverages by Disney.

 

Friday - 04/27/2012

6:45am-8:00am
Breakfast

8:00am-8:25am
General Session: Conference Opening

Presenters:

• Hugh Lee, President, Fusion Productions
• Don Dea, Co-Founder, Fusion Productions

8:25am-9:15am
General Session Keynote with Rita McGrath

9:35am-10:00am
Conference Break/Fusion e.community Resource Center

The Resource Center is your place to consult with digitalNow partners who offer tools, solutions, and product demonstrations. These digitalNow partners know the needs of associations

10:00am-11:00am
Workshops

Leadership Track

Scenario Planning for Associations

Join keynote Rita McGrath and a panel of seasoned association leaders to work with an expert in scenario planning for associations and experience how scenario planning can reveal new opportunities and help you prepare for the future.

11:10am-12:10pm
Workshops

Transformational Leadership
Presenter: Larry Bonfante, Founder and CIO, Bench Coach, LLC

Today's C-Level executive must be more than a functional head. A successful executive must be a business leader who can help transform the enterprise by driving business value. Many senior executives have had a great deal of training and experience in their areas of functional responsibility and are knowledgeable about their companies’ products and services and the markets they compete in. However, many of them struggle with the “human dynamics” required to drive transformational change. This session will explore key skills required for successfully leading your organization through such times.

Learning outcomes
Learn how to develop critical leadership competencies, including:

• Marketing the value of IT
• Getting people to embrace and align around a common vision
• Driving tangible business value
• Leading major change management initiatives
• Building sustainable success

Who should attend?
Executives who are interested in identifying and developing key skills for leading transformational change

Room: Fantasia K

Leadership Track

Corporate Consciousness

Corporate Consciousness is a deliberate and shared vision for what an organization should be known as and remembered for. Learn about its application to associations, how it differs from CSR, and examine the work being done in this area by companies such as Unilever, Tokio Marine, and Coca-Cola.

12:10pm-1:25pm
Conference Lunch

1:25pm-2:25pm
Double Plenary

The Future of Search in Mobile World
Presenter: Stefan Weitz, Director of Search, Bing

In a world of apps, social media, and information explosion, is there a realistic expectation to really find what you need? Does search matter anymore? Join Stefan for this lively session as he gives you a tour of where search is today, and a sneak peek at the devices and methods of tomorrow. In light of our increasingly mobile culture, Stefan will examine what search needs to do in this world, and how it must evolve for the world of the future.

• Get a read on the current state of search
• Become apprised on where search is going
• Gain insight into the role of search in a mobile culture

Who should attend?

Leaders who want to stay apprised of the role of search, and how it is changing and being changed by our mobile culture.

Room: Fantasia A/B.

A New Publishing Model for Higher Education: A Five Year Case Study
Presenter: Jeff Shelstad, Founder and CEO, Flat World Knowledge

Media industries are being transformed - some might say obliterated or disrupted. But college textbooks haven’t really changed. Why? Will they? Hear from the founder of five-year-old educational start-up, Flat World Knowledge. Flat World’s aim is to redefine the higher education content space worldwide. Flat World is using technology and an innovative business model to lower costs, increase access, and personalize learning worldwide. This session will provide the opportunity for interactive exploration for the ways in which Flat World’s approach may be applied to individual associations, demonstrating that innovative publishers can survive if they are willing to consider and implement different value propositions for their customers.

Learning outcomes

• Understand the dynamics of the higher education publishing industry and the opportunities for disruption.
• Analyze one new business model, both financial approach and digital first orientation, to determine its potential appropriateness for your own publishing endeavors.
• See how customers (authors, professors, institutions, and students) are responding to this innovative business model.

Who should attend?
Any leader who is facing the threat of digital disruption. Any leader who might be considering business model innovation to survive.

Room: Fantasia G

2:25pm-2:50pm
Conference Break/Fusion e.community Resource Center

The Resource Center is your place to consult with digitalNow partners who offer tools, solutions, and product demonstrations. These digitalNow partners know the needs of associations

2:50pm-3:50pm
Workshops
Leadership Track

Organizational Renewal

Executive coaching is a powerful method for taking you and your board to the next level by helping to identify, address, and navigate the issues that you grapple with as you lead your organization into this second decade of the new millennium. Take part in a frank discussion of the strategic role Executive Coaching plays.

4:00pm-5:00pm
Workshops

Creating Game Changing Digital Strategies that Drive Real Revenue Growth
Presenter: Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group

Because social media is a widely accepted and frequently used communications channel, many associations mistakenly believe that incorporating social media outlets into organizational communications is quick and easy. Social media sites are only tools, and like any tool, they are only effective when used strategically. Unless you have a direct line from your executive level content experts to your communications execution staff - and a well-designed strategy that provides clear lines along which good information can flow - you are missing a great opportunity to accelerate growth and deliver member value. This session will demonstrate the value of doing the "heavy lifting" of social media engagement through strategic communications planning, and will explore the inherent opportunities to foster cultural change and increase revenue.

Learning outcomes

• Discover practices that will build your community of online members that remain actively engaged with your content
• Understand how to integrate your association's infrstructure for membership, education, advocacy, etc. into your social media presence and provide a seamless engagement experience
• Learn how to use your digital strategy to cultivate a highly engaged community of advocates

Who should attend?
Executives who are charged with developing strategic initiatives in the areas of communication, education, membership, and information technology.

Room: Fantasia E/F

6:15pm-6:30pm
Board buses at the Convention Center porte cochere

7:00pm-9:30pm
Disney Dinner and Entertainment

Saturday - 4/28/2012

6:45am-8:00am
Conference Breakfast

6:45am-8:00am
digitalNow Advisory Group Breakfast

8:00am-8:25am
General Session: Day Three Opening

• Hugh Lee, Fusion President
• Don Dea, Fusion Co-Founder

8:25am-9:30am
Closing Keynote with Steve Rosenbaum

 

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