DigitalNow: Association Leadership in the Digital Age

Full 2010 conference agenda now available! Download it here.

Thursday, April 8
10:10 - 11:25

• CEO Track: Free: Is $0.00 the Future of Associations?
• Hearing is Believing: ROI!
• A User-Centered Rebuild: The New AICPA.org
• Innovative Membership Models in the 21st Century
• I Know What You Mean!: How the Semantic Web Will Transform Your Organization

11:35 - 12:35

• CEO Track: Transformational Leadership 
• Lessons in Launching 25 Sites in a Day
• Social Media Monitoring and Measurement for Achieving your Objectives
• Implementing an “Engagement-Based” Social Media Strategy
• When Difficult Decisions Lead to Successful Outcomes
• Disney Institute: Innovation in Action

1:55 - 3:10
Super Sessions

• Here Comes the "Immernet": Leveraging Emerging Technologies to Improve, Extend and Innovate
• Getting Revenue Growth Back Into Association Media Publishing

3:40 - 4:55

• Online Strategic Planning: The Good, The Bad, and The Very Good
• Open Innovation and the Association: Implementation and Solutions that Succeed
• CEO Track: Governing In the Modern World
• The Future of eLearning
• Are You Putting a Bell on a Broken Bike? Prioritizing Web Projects in a Challenging Economy
• Marketing Analytics for Search and Social Marketing

5:05 - 6:00

• A King’s Content on a Pauper’s Budget: Affordable Content Aggregation for Your Web Site

Friday, April 9
10:15 - 11:30

• AMS – A Business Value Cycle
• CEO Track: You’re Global. Get Over It. Now How?
• Building and Sustaining Online Engagement: This Ain’t Your Parent's Social Club
• Innovation through an Open Mindset: Using Open Communities to Grow
• The Technology Strategies Behind The Guide Dog Foundation and America’s VetDogs
• Disney Institute: Innovation in Action

2:50 - 4:05

• Applying Core Concepts to My Association
• From Engagement to ROI: Putting Social Networking to Work
• Analytics and Customer Centricity for Competitive Advantage
• What Is the Future of Association Data Management from an Operational and Web 2.0 Perspective?
• Technology Solutions for Small Associations

4:15- 5:30
Super Sessions

• Connectivity! The Migration to Serving Multi-audiences through Multi-ways using Multi-strategies
• Engaging the Mobile Consumer: How Non-profits Can Raise Funds and Generate Value with Mobile Marketing

 

Moderator: Mark J. Golden, CAE, Executive Director and CEO, National Court Reporters Association (NCRA)

Panel: Mary W. Ghikas, CAE, Senior Associate Executive Director, American Library Association; Mark Langley, Executive Vice President and Chief Operating Officer, Project Management Institute; John Mancini, President and Chief Executive Officer, AIIM; Richard Yep, CAE, Executive Director, American Counseling Association

Chris Anderson’s latest book, Free: The Future of a Radical Price, picks up where his bestseller, The Long Tail, left off. In it, he argues that the digital age is exerting an inexorable downward pressure on the prices of all things “made of ideas” and that $0.00 is the future of business. Thought leadership and knowledge &emdash; products and service made of ideas &emdash;are quintessential elements of the association brand. What does this controversial thesis mean for the business model of associations?

Learning outcomes:

• Lay out the underlying assumptions of Free and Anderson’s taxonomy of “freeconomics"
• Look at present day examples in each category, both in the for-profit and association market space
• Speculate on possible future opportunities for associations and Free
• Consider the contrary view and highlight association vulnerabilities

Who should attend?

Association CEOs interested in ensuring that their organizations are prepared to adjust to changing market expectations.

Facilitator: Kevin Wharton, Principal, Whorton Marketing & Research

Co-Presenters: Thomas Nordby, CAE, Assistant Vice President of Business Operations, National Defense Industrial Association; Susan Krug, CAE, Associate Executive Director for Member Services, American Dental Education Association

We all talk a good game when it comes to innovation. How optimal is your membership structure and infrastructure for exceeding the expectations of members and customers today? How well are you positioned to exceed their expectations in the future? We will present key success factors from the case studies of two successful associations and early findings from an ASAE study to help you assess your own environment and to understand the success factors that may make or break your prospects for the future.

Learning Outcomes

• Extrapolate from the experiences of two associations who have successfully evolved business models with significant impact on membership and revenue growth
• Discuss and compare the applicability of their lessons on your own operating environment, including your typical members’ needs today and in the future, and the potential promise of modifying your membership processing, structure, dues levels, and bundled benefits
• Walk away with a grasp of how key factors – internal and external – are creating market opportunities for associations and driving us to achieve successful cultural and technological change

Who Should Attend?

Any association executive who serves a strategic role, serves on their management team, or otherwise wants to help their association perform better and position itself for a more successful future

 

Co-Presenters: Janice M. Maiman, CAE, Vice President, Communications and Media Channels, AICPA; Cheryl G. Reynolds, Director, Communications, Advertising and Brand Management, AICPA

The AICPA will share the comprehensive process of rebuilding an association Web site which puts its members’ needs at the center of the Web experience. The session will cover research and planning, information architecture, Web design, content strategy and migration, and user testing – all with the goal of illustrating how to realize a vision while managing the realities of technology.

Learning Outcomes

• Understand how to use member feedback to build a user-centered Web site
• Learn how to realize a vision while managing technological realities
• Learn how to prepare staff and members for a completely new Web experience

Who Should Attend? Any association employee responsible for re-envisioning and bringing new life to an association Web site

Presenter: J. Brooke Aker, CEO, Expert System USA

Semantics is the science of the meaning that lies beneath words and is the basis for the next generation of the Internet. Sometimes called Web 3.0 or the Semantic Web, this technology is changing fundamental processes of business in ways both surprising and profoundly profitable. In this talk we will show how semantic technologies are quickly being adopted by big and small organizations alike to make social media the connective tissue of members; customer service more automated, accurate and inexpensive; and the business of associations more insight and impactful.

Learning Outcomes

• Understand what the Semantic Web is
• Learn how your association can prepare for and leverage this change in the Internet
• Gain experience from others who have applied this next technology wave to their benefit

Who Should Attend?

Association COOs, IT Executives, Line of Service Executives all will benefit from this primer on Web 3.0 definitions, applications, and business models

Presenter: Rob Parker, President, Wisdom Transfer, Inc.

Anyone who has ever worked for a dynamic leader can attest to the dramatic difference between being managed and being led. Transformational Leadership involves casting vision and inspiring others to achieve more than they ever dreamed possible. This inspiring session will give participants some practical ways to develop their own leadership skills while simultaneously raising the leadership IQ of the people around them.

Learning Outcomes

• Understand different leadership styles and approaches
• Examine the characteristics of transformational leaders
• Discover servant leadership
• Launch action plan for personal leadership development

Who Should Attend?

CEOs, Volunteer Leaders, Senior Management, Emerging Leaders

Presenter: Laurel Nelson-Rowe, Managing Director, American Society for Quality

This session will highlight the product, service, process and people lessons and opportunities for associations and any business environment that develops , launches and continues to evolve multiple Web sites “in a day,” from the experiences of ASQ senior leaders and staff who took on those tasks with 25 ASQ division and forum sites, at once.

Learning Outcomes

• Attendees will hear the ASQ leveraged product, process and people in the 25-site project, including:

• Plan: defined the project scope, requirements/fatures/functions, timeline, resources, budget, internal and external experts
• Do: undertook and achieved the 25-site launch
• Check: assessed and continues to assess results
• Act: improves and refines the sites and services
• Act II: lessons learned – what we would do all over again with skill, technology, culture, business process, content and other miscellaneous details and gaps

• What’s next for these sites and ASQ’s “digital future” strategy overall

Who Should Attend?

Senior leaders of small, media and large organizations who devise and operate the overall business, chapter, content and digital strategies

Presenter: Connie Bensen, Director of Social Media & Community Strategy, Alterian

Social Media is becoming mainstream and it’s now possible to monitor the conversations and measure your efforts. This session will provide an overview of how social media monitoring tools can help you achieve your business objectives as well as show the ROI. The analytics will guide you in ensuring that your Social Media efforts are efficient and effective. Case studies will show how organizations are leveraging this new technology.

Learning Outcomes

• Learn how to monitor social media to help meet Business Objectives and measure ROI
• See examples of Measurement and Reporting
• Gain knowledge from the experience of others through case studies

Who Should Attend?

Those who desire immediate and actionable ways to take their organization’s Social Media efforts to the next level

Presenters: Scott Stone, Vice President, Aptify; Rachael Bell, Manager of Online Communications, New Jersey Society of Certified Public Accountants (NJSCPA)

Some Social Networking approaches are emerging as better than others in delivering real returns on the time and money being invested. In this session, Rachael Bell from the New Jersey Society of Certified Public Accountants will discuss their Social Media strategy, which includes integrating a third-party social network application with their Association Management System (AMS). Scott Stone from Aptify will demonstrate the benefits of strategically integrating Social Media tools with the organization’s AMS to enable and enhance the Lifetime Value (LTV) of membership.

Learning Outcomes

• Understand why engagement-based Social Networking strategies are becoming the preferred model
• Learn how a leading association approached their implementation of their Social Networking strategy
• Take away specific ideas on how to get started now with an engagement-based Social Networking program
• Understand how creating, measuring and recognizing “Engagement” is critical to a Social Media strategy that delivers real member value

Who Should Attend?

C-Level Executives and Directors/Managers of Marketing, Membership, IT, etc.

Presenters: Jason Samuels, Information Technology Manager for the National Council on Family Relations; Kevin Hostutler, President and CEO, ACGI Software

Smaller organizations need every available resource focused on membership value and services during difficult economic times. Association Management Software (AMS) is a must for survival but small associations with limited staff often can’t afford the time and cost of a large-scale implementation. Learn more about how NCFR stretched its IT resources by selecting an AMS designed for the functional needs and budget of smaller organizations. NCFR’s IT Manager, Jason Samuels and ACGI Software’s CEO, Kevin Hostutler, will explore the choices and decisions that led to NCFR’s rapid and successful implementation of an AMS.

Learning Outcomes

• Gain an understanding of how to minimize implementation cost and time for association management software
• Learn how to approach and make difficult decisions for maximum value
• Discover how your smaller organization can stretch its IT budget during difficult economic times

Who Should Attend?

Business leaders and other decision makers who may not know how to approach the difficult choices they need to make to maximize value and minimize cost of an AMS

Presenter: Nicole Lauria, Facilitator and Content Specialist for Disney Institute

In this interactive workshop, participants will learn and experiment with a variety of brainstorming tools they can use to maximize the expression of creativity within their associations for problem solving and strategic direction. In addition, participants will understand the power of storytelling within a business environment to build relationships, inspire, and perpetuate an organization’s culture in order to be fully understood by others.

Learning Outcomes

• Utilize the brainstorming tools to encourage and generate new ideas to move associations forward in 2010 and beyond
• Understand the importance of creating a collaborative environment for the maximum expression of ideas that reflect all members
• Develop your ability to tell a compelling and inspiring story about your association’s direction and challenges to engage and inspire new and current members

Who Should Attend?

Innovative leaders who want the competitive edge learning creative tools to transform their associations

Presenter: Dr. Tony O’Driscoll, Professor of the Practice, Executive Director of the Center for IT and Media, Duke University’s Fuqua School of Business

Right on the heels of the “read-write” Web, the integration of 3D technology with the Web is on the cusp of ushering in the age of the "Immersive Internet," or “Immernet.” In the Immernet era, Web pages become Web spaces and cursors become personalized avatars that can interact in much more intuitively consistent ways – dramatically impacting how we will live work and learn. Hear perspectives on the opportunities and threats that will emerge for industry and enterprise as the immersive Internet crosses chasm and becomes mainstream.

Learning Outcomes

• Gain an understanding of new web tools: 3D technology, immersive internet
• Discover ways these tools can change the way of doing business and can enhance engagement, learning and innovation for Associations and their members

Who Should Attend?

Those desiring to lead their associations into the future with eyes and arms wide open to a new immersive dimension

Evolving Successful Business Models in a Rapidly-Changing Publishing Environment

Moderator: James A. Vick, Staff Director/Group Publisher, IEEE Media/IEEE Spectrum

Panel: Patrick Kenny, Executive Vice President, COO of Qiosk.com; Amy E. Lestition, MA, CAE, Executive Director, Association Media & Publishing; Fergus O’Daly Jr., CEO, Fergus O’Daly Associates

Are you standing pat and hoping that print and magazine advertising revenue will recover as the economy recovers? Your past print experience is no longer an option. Economic problems only exaggerated a bigger disruption in media. Advertising money follows eyeballs. Create new member-media benefits that follow the money.

Learning Outcomes:

• Get on the track or your watch ad $ die
• Online ad-spend has overtaken print: structural not cyclical
• Your publishing strategy can no longer be print centric; embrace e-media… fully
• Your members want electronic content delivery options... because they can

  Who Should Attend?

  Leaders who desire to understand the future of publishing – from revenue, e-media and distribution to business model

Presenters: Robert H. Rich, Ph.D., CAE, Assistant Secretary, Strategy Development, American Chemical Society; Tamara Coombs, Senior Web & Strategy Specialist, American Chemical Society

This session will provide an in-depth view of how the American Chemical Society is using the Web and other technologies to develop, annually evolve, and implement the Society’s strategic plan. Participants will engage in thought-provoking discussions on the successes, lessons learned, and ongoing efforts within the association sector to enable strategic discussion through collaboration.

Learning Outcomes

• Take away information on what works and what doesn’t in getting members and other stakeholders to participate in a broad strategic discussion
• Learn how annual strategy evolution can take the place of traditional 3- to 5-year strategic planning cycles
• Leverage technology tools to broaden support for strategy development and implementation

Who Should Attend?

Association chief staff executives, senior association executives, strategy leaders, knowledge managers, Web managers

Presenter: Alpheus Bingham, Ph.D., Founder and Member, Board of Directors, InnoCentive, Inc.

This session will explore the definition of crowdsourcing and how a variety of associations, societies, and non-profits are tapping into the crowdsourcing movement. Dr. Bingham will discuss the growth of crowdsourcing and open innovation and how it is changing the future of industries like healthcare, engineering, business, and mathematics. Implementing open innovation can dramatically transform an organization’s approach to problem solving. Additionally, by leveraging open innovation, associations, and many types of organizations can reduce costs and improve the bottom line.

Learning Outcomes

• Discover how your organization can achieve success through reaching out to a broader community
• Gain actionable information on how to get started tomorrow with open innovation
• Learn what competitive advantages can be achieved through open innovation

Who Should Attend?

Executives and leaders interested in the future of innovation

Moderator: Peter J. O’Neil, CAE, Executive Director, American Industrial Hygiene Association

Panel: Nancy Green CAE, Executive Director, National Association for Gifted Children; Rob Parker, President, Wisdom Transfer, Inc.;
Rob Romasco, Secretary/Treasurer, AARP Board of Directors; Kwok-Sze Richard Wong, Ed.D., CAE, Executive Director, American School Counselor Association

Associations are operating in a world moving faster than ever before, often with cumbersome governance structures that tie strategic and effective decision making up in knots. This lively, interactive session will feature a wide variety of viewpoints from professionals who are all at some phase of dealing with governance in a modern world.

Learning Outcomes

• You’ll be able to answer the question, “Are Robert’s Rules of Order dead?”
• Come away with proven models for governing effectively
• Understand the challenges and opportunities presented by technology as it relates to good governing
• Hear some governance successes (and failures) from leaders in the trenches

Who Should Attend?

Any engaged organization leader who 1) currently has, or will have, responsibility for engaging with current board and volunteer leaders, and 2) are involved in the many aspects of governing to build forward-thinking organizations

Moderator: Dr. John Thompson, Associate Professor, Buffalo State College

Panel: Michael Becker, North America Managing Director, Mobile Marketing Association; Sue Holzer, Chief Strategy Officer, American Academy of Otolaryngology - Head and Neck Surgery; Kathy B. Trahan, CAE, President and CEO, Safety Council of the Louisiana Capital Area; Dr. Tony O’Driscoll, Professor of the Practice, Executive Director of the Center for IT and Media, Duke University’s Fuqua School of Business

This fast-moving presentation will show various cutting-edge e-Learning applications and how their uses can impact organizations. The emphasis is on practical uses and will provide a realistic view of e-Learning's present and future in professional, trade and non-profit associations. e-Learning tools, including those on the horizon, will be highlighted, accompanied by examples of how they are being successfully used to further organizational goals.

Learning Outcomes

• Hear about the ROI with e-Learning to have a better idea of what to expect for the investment (time, funds, people) being made
• Find out how e-Learning initiatives such as online education (e.g., asynchronous learning management systems, desktop Web conferencing) can increase revenue and add value to membership
• Learn about bringing e-Learning into the workplace to support organizational goals (e.g., increase contact with membership, retain quality employees)

Who Should Attend?

Leaders who desire to embrace modern methods for e-Learning in their strategies for growth

Presenters: Elena Gerstmann, Ph.D., CAE, Staff Director, Corporate Strategy and Communications, IEEE; Candace Beach, Manager, IEEE Web Presence, Certificate in Human Computer Interaction (HCI) and User Experience Design (UXD), IEEE

Whether you have a dollar or thousands to spend on your Web projects this year, you’re bound to be making decisions about where to start and the most effective, economical approach. IEEE faced this same challenge in 2009 and let their most important stakeholder – the user – help pave a path forward. The objective of this presentation is to make a compelling case for the importance of User-Centric Design (UCD) and its relevance in the association space. Presenters will share a step-by-step model that any association can follow for becoming more user-centric in their prioritization and implementation of Web projects.

Learning Outcomes

• Share the lessons learned about the critical roles of alignment, governance, training, shared resources, communication, and technology
• Learn how to involve the user in prioritizing Web projects – critical to the online success of associations today
• Discover the roadmap to becoming user-centric as well as technology, tools, and tactics for implementation
• Get informed about potential roadblocks and how to navigate or detour around them

Who Should Attend?

Anyone who designs, oversees, or directly or indirectly influences Web design and development projects or who would like to improve achievement of business objectives through a more integrated, information-driven, user-centric approach

Presenter: Timothy A. Musgrove, Ph.D., Founder & CEO, TextDigger, Inc.

Quality content is expensive to produce and maintain by conventional means. Without new content, search engines will prefer other Web sites over yours and visitors to your Web site will go elsewhere to find relevant information. To maintain a dominant position in search results and satisfy the needs of information-seeking Web site visitors, leverage semantic technologies and auto-generate content-rich topic pages that will aggregate not only your content but also the content from the Web at large. Turn your site from a set of static pages to a dynamic information portal.

Learning Outcomes

• Make your web site the hub of information about your organization’s area of focus
• Deliver information in a way that’s easy to explore and topically arranged
• Leverage both your unique content and related content from the Web without extensive manual processes

Who Should Attend?

Anyone who values content and maintaining a key role with their members can use their Web site and the World Wide Web to turn aggravation to aggregation and unleash the vast potential of content

Presenters: Nick Srdarev, ASI Consulting, Advanced Solutions International; Nathan Slovin, Executive Director, iMIS Business Excellence Forum, Advanced Solutions International, Inc.

Explore the four business areas of a Value Cycle (including Relationship Management, Marketing and Communications, Commerce and Business Intelligence) and real-life case studies to learn the positive effect maximizing value and effective performance management can have on your organization. Case studies, including the Australian Institute of Company Directors (AICD) will illustrate how organizations have increased value and have consistently, effectively and efficiently met their goals with their AMS.

Learning Outcomes

• Learn about maximizing value, effective performance management, and the supporting role technology plays
• Learn how the value framework can improve performance and help focus resources for improving performance

Who Should Attend?

If you are concerned with maintaining revenue, managing costs, improving member relations, and/or optimizing employee productivity, this is a must-attend session

Moderator: Paul Pomerantz, MBA, CAE, Worldwide Executive Director, Drug Information Association

Panel: Gregory Balestrero, President and Chief Executive Officer, Project Management Institute; Ronald B. Kuppersmith, MD, President of the Board at American Academy of Otolaryngology – Head and Neck Surgery

The industrial revolution has been replaced by “access innovation.” Your industry, your members and your profession are inhaling the fumes of a global economy. Whether your association consciously engages or recognizes your neighbors from southeast Asia or the Middle East, if the board room question is: ‘Should we go global?’ then that is the wrong question. If you are implementing a deliberate global engagement strategy or preparing your members for the real economic and professional impact of global dis-intermediation, then you will want to join this executive and volunteer team as they consider the why, the how, top line issues, governance, culture/nationalism and business planning issues surrounding your global marketplace.

Learning Outcomes

• Develop a strategy with your board that represents a global framework
• Understand how global impacts your state, affiliate, or local chapters beyond a Wall Street Journal article
• Understand the key considerations in deployment of your association global network
• Build chapters, partner with local NGOs, outsource… what works and doesn't work
• Consider how culture or nationalization influence decisions
• Hear what governance models work and don't work

Moderator: Tom Hood, CPA CEO of Maryland Association of CPAs

Panel: Christy Jones, CAE, Director of Membership, American Association of University Women (AAUW); J. John Mancini, President, Association for Information and Image Management (AIIM); Michael Mathy, Administrator, American Association for Laboratory Animal Science (AALAS)

“Engagement” is one of today’s big buzz words. There’s a Web proliferation of new communities, new authority models, and increasing expectations and distractions. But what does it take to build and sustain true connections around your association? Panelists will expose various online methods, multi-networks, guiding principles, best practices, and virtual worlds that support outreach, education, new business models, next generation, varied demographics and personas, a broader reach, member services, and awareness. They will also share alternatives to information-heavy Web sites and illustrate their tools for engagement, collaboration, and attracting and retaining new members.

Learning Outcomes

• Discover where business networking is headed (both private and public networks)
• Examine trends and opportunities in engagement with volunteers, public and members
• Consider challenges in creating and sustaining online engagement
• Work toward data -driven outcomes and measurements
• Understand how to bridge online and offline content and resources
• Encourage user engagement rather than user consumption of content
• Differentiate community roles, their place in associations, and why management might be a misnomer
• Connect content and people; empower and educate volunteers, board, members and current communities to engage and reach new communities
• Consider the difference between the social world’s data and viral connection and the association’s vetted body of knowledge with its curators, taxonomy, structure, transparency and intelligence for rating and automating
• Cultivating versus collecting an audience
• Consider an engagement-centric business model and board support

Who Should Attend?

It’s not optional. You must engage your constituents and sustain your mission using social networks. Can we sustain them all, keep them active, move content back and forth and keep conversations going with our members?

Moderator: Suzanne Carawan, Vice President, Marketing & Strategy, ThePort Network

Panel: Tonya Cannariato, Web Project Administrator, American Society for Quality; Jeanine Becker, Project Leader, American Society for Quality; Bob Ellsworth, Senior Technical Fellow, Republican National Committee

The American Society for Quality decided to undertake social networking to aid in growing membership. Similarly, the GOP has adopted a new approach toward increasing their membership numbers through putting together an open channel of communities for the national, state, and local levels to help gain the greatest awareness and allow for data to be pulled through and aggregated at the national level. This session will include a brief overview of public versus private networks and how organizations are combining the two to achieve the greatest impact followed by the two case studies and discussion. Learn about real examples and successes/challenges based on case study and discussion.

Learning Outcomes

• Understand techniques used to create demand for open and closed communities
• Understand business impact of social networking on membership recruitment, retention and satisfaction rates
• Understand framework for creating online communities for recruitment and professional excellence

  Who Should Attend?

  Association leaders who desire to grow membership and build awareness and want to explore successful models and cases of how to do using social networks

Presenters: Lee Hornstein, Managing Director, (C) Systems, LLC; Wells B. Jones, CAE, CFRE, Chief Executive Officer, Guide Dog Foundation for the Blind, Inc., and America’s VetDogs, The Veteran's K-9 Corps

The Guide Dog Foundation and America’s VetDogs have been able to build stronger relationships with their constituents by linking data from their Web sites, automating key business processes, and using technology to allow ultimate personalization. This session explores how they implemented a complete approach to understanding the challenges – maximizing the opportunities across two entities and reinventing the constituent experience. Come join this group as they discuss how they harnessed data and made communications sizzle at The Guide Dog Foundation and America’s VetDogs.

Learning Outcomes

• See first-hand a reinvention process and challenges, and the benefits for users, data and communications

Who Should Attend?

Those desiring to strengthen relationships in the Web space by personalization, process, and accessibility of data

Most associations understand the true value of engaging members in a variety of ways--one of which is social networking. While many organizations have implemented social networks, there are others who have yet to take the opportunity to expand their networks, monitor their brands and promote their content. Once an association does, in fact, take the plunge into the social media arena, they then need to move that social media strategy to the next level by measuring the impact of their presence. This session will show you how to do just that by offering real-life case studies of .orgSource clients, the American Library Association and the American School Counselor Association.

Learning Outcomes

• Understand how to define your social networking strategy
• Realize how you can measure the power and influence your organization has online
• Learn what features in a social network are measurable
• Become familiar with tools your organization can use to measure its social media authority

Who Should Attend?
Those who desire to engage their members and members’ potential through social networks

Presenter: Phil Mui, Ph.D., Senior Product Manager, M.Phil (Oxon), Ph.D.

Google Analytics has long been viewed a tool for the techies. Increasingly, the best performing organizations are leveraging analytics to better understand how to meet their customers’ needs. This session surveys how analytics can be used effectively for direct and brand marketing and how analytics can be used strategically by organizations to dominate in their industries.

Learning Outcomes

• Understand the modern analytics tools
• Learn how analytics can be used to by organizations to be more customer-centric
• Explore how to measure multi-touch and multi-channel marketing efforts
• Discuss strategic implications of analytics for organizational growth

Who Should Attend?
Decision makers in agile organizations who value customer centricity

Presenters: John Dorman, CPA, Chief Operating Officer, Texas Medical Association (TMA); Grant McInnes, Director of Business Intelligence and Software Development, TMA

Explore the value and ROI of investing in technology and how your association staff can work more effectively. Discuss the challenges and successes in using your association management system.

Learning Outcomes

• Improve your data integrity
• Mobile is the next great platform for member, public and volunteer engagement
• Pinpoint your members with Geocode map data Make smart decisions using business intelligence data
• Demonstrate the value of business intelligence and increase staff efficiency
• Web services extends your data delivery channels
• Data integrity drives membership success
• Keeping your addresses up to date with the National Change of Address Registry

Who Should Attend?
Leaders and management teams who desire to use the full potential of technology to optimize operational efficiencies

Presenters: Linda S. Chreno, CAE, IOM, Director of Marketing and Communications, American College of Phlebology; Kevin Ordonez, CEO, Association CIO

Examine the key trends that are reshaping the technology offerings to associations. Participants will learn the value of implementing a Software-as-a-Service (SaaS) technology platform – cost, speed-to-market and upgrading. Consider real-world examples of technology tools (many free) that associations can use to improve their operations. If you’re a leader at a small or mid-sized association, this session will help you understand what is now possible given the new pricing models offered by the industry’s leading technology providers. You will leave with session with practical tools that you can implement to improve operations.

Learning Outcomes

• Walk away with real examples of technology tools (many free) that can be immediately implemented
• Understand the new technology options for small- and mid-sized organizations
• Understand the technology trends of the most successful small- and mid-sized organizations

Who Should Attend?
Associations, non-profits and AMCs with staff sizes under 35

Presenter: Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project

The Internet and cell phones have changed the way that people relate to organizations and participate in communities. Lee will describe the latest research from the Pew Research Center’s Internet & American Life Project about how people use digital technologies to gather, share, and create information and how this new media ecology offers organizations fresh opportunities to recruit, mobilize, and interact with those who share their passions and professional interests. Join this session and learn to thrive in the digital age!

Learning Outcomes

• Discover how the new world of participatory media affects organizations and the expectations of their stakeholders
• Learn how your organization can become a “node” in people’s social networks – and have people become “nodes” in their organizational networks
• Appreciate how human attention has become bifurcated in the digital age – people are “more distracted” and “more engaged” depending on their circumstances and motives

Who Should Attend?
Anyone who is mystified by social media – Facebook, Twitter, blogs, tagging – or baffled by younger staffers who seem to be doing strange things with strange devices. And anyone who wants to figure out how their organization can operate in this very different media ecology

Presenter: Michael Becker, North America Managing Director, Mobile Marketing Association

With more than 4 billion mobile subscribers worldwide, 84% penetration in the United States, the mobile phone is the most pervasive and engaging communication medium available. Mobile phones and related wireless devices are no longer used for simple voice-enabled personal and business communications; rather, they have become the cornerstone of contemporary communications, community and consumer engagement.

In this session, you'll be introduced to leading strategies and tactics for integrating mobility into your marketing plans and be exposed to case studies and best practices that can be immediately brought back to your organization to engage your audience whenever and where ever they may be.

Learning Outcomes

• Review leading strategic and tactical considerations for successfully employing mobile to engage your audience
• Understand the three approaches employee mobile marketing
• Consider the 4-5 leading applications of mobile marketing for non-profits

Who Should Attend?
Senior executives looking to learn how and why they should integrate mobile to their constituent outreach programs

Presenter: Carie Lewis, Director of Emerging Media, The Humane Society of the United States

Facebook usage exceeds Google with over 400 million users worldwide. 100 million are using mobile versions of Facebook. 78% of Facebook are returning users. See the ROI first hand from Carie Lewis, a leader in successful fundraising and advocacy campaigns using social media. Learn insider secrets, what’s not working and why and what it really takes to execute some of the most successful social media campaigns.

Learning Outcomes

• How much time and resources a social media campaign really takes
• How to get buy-in from the top
• What makes people really participate

Who Should Attend?
Executive who are considering or supporting constituent engagement through social media campaigns

Presenter: Chris Knoch, Director of Search Consulting, Omniture, an Adobe Company

How are your search marketing programs performing on your site? What should your association be looking at to gauge results of experiments with social networking technologies like Twitter or Facebook? This session will take the audience through the fundamentals of leveraging Web analytics to gain key insights for both search and social marketing efforts. We will then walk through some of the more advanced options, especially how to automate campaign optimizations based on those insights.

Learning Outcome

• Gain a new understanding about the advancements in Web search, social marketing, analytics and automation

Who Should Attend?
Those desiring to improve the impact of search and social technologies for their Web site

Presenter: Rita Gunther McGrath, Professor, Columbia Business School

This workshop will take core learning from the keynote session and focus on “how” a leader can support the right mind set and activities in the association. This session will be highly responsive to the needs and questions of participant CEO’s.

Learning Outcomes

• How you as a CEO can foster a culture of intelligent experimentation and continual discovery in your association while maintaining discipline around the core operations
• How to anticipate the reaction of various stakeholder groups to moves you might propose; political analysis and politically-savvy action
• How to utilize the “kite” diagnostic results to suggest where you might focus with particular emphasis on executive use of symbolism

Who Should Attend?
Association CEOs who desire methods and tools to identify and direct growth

Presenters: Linda S. Chreno, CAE, IOM, Director of Marketing and Communications, American College of Phlebology; Kevin Ordonez, CEO, Association CIO

Examine the key trends that are reshaping the technology offerings to associations. Participants will learn the value of implementing a Software-as-a-Service (SaaS) technology platform – cost, speed-to-market and upgrading. Consider real-world examples of technology tools (many free) that associations can use to improve their operations. This session will help you understand what is now possible given the new pricing models offered by the industry’s leading technology providers. You will leave with session with practical tools that you can implement to improve operations.

Learning Outcomes

• Walk away with real examples of technology tools (many free) that can be immediately implemented Understand the new technology options for small- and mid-sized associations
• Understand the technology trends of the most successful small- and mid-sized associations

Who Should Attend?
Leaders of small or mid-sized associations, non-profits and AMCs (staff sizes under 35)