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Agenda Day 1 – Sessions
Tuesday, September 30, 2014

Agenda at-a-Glance | Tracks | Sessions Sept 30 | Sessions Oct 1


8:30 – 8:40 am
Welcome Address

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

8:40 – 9:10 am
Have you got what it takes? Tracking the Six Dimensions of Digital Maturity™The world of digital continues to fragment and proliferate opportunities (or are those threats?) with ever increasing speed. Who among us doesn’t crave a ‘little less ad hoc’ and a ‘little more repeatable’? We heard you, and over the past year we fielded research to suggest the point in which an organization graduates from one level of digital maturity to the next. Identifying those signposts and milestones will orient your organization’s grasp of where its digital maturity stands today, and help you anticipate the next curve in the road. Join Kelly Kubrick as she shares benchmarks and insights uncovered about the Six Dimensions of Digital Maturity.

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

9:10 – 10:00 am
Keynote: The Evolution of Digital StrategyDigital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage. Yet, many of us struggle to envision the potential opportunities digital can bring – especially given the speed with which sectors and industries are feeling the impact of changes wrought by digital. How can we learn to develop new models without precedent? How can we learn to turn on a time? How can we learn to build digital capacity rapidly in our organizations? Join Marina Glogovac, President & CEO to CanadaHelps.org, as she shares her experience about how organizations can roll up their sleeves and move from theories of strategic planning to action. Drawing on her rich background as C-level executive in the daily deal, eReader, online dating and publishing industries, Marina will explain how her private-sector lessons learned can and do, apply to not-for-profit social enterprises (especially one navigating the increasingly competitive world of online charitable donations). This is your chance to get perspective on preparing your organization for the unknowns of digital.

Marina Glogovac, President & CEO, CanadaHelps.org

10:00 – 10:10 am
Sponsor SpotlightAdobe

10:10 – 10:30 am
20 Minute Refreshment Break – Atrium
10:30 – 10:40 am
Content Strategy: A Dimension of Digital MaturityIn this session, you will be introduced to Content Strategy as a dimension of the dStrategy Digital Maturity Model™.

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

10:40 – 11:45 am
The Language of Content StrategyContent strategy. It’s a hot topic and an uber-popular buzz word amongst content professionals. But, what does it mean, exactly? And, more importantly, does it matter?

Join Scott Abel, The Content Wrangler, for this entertaining and informative discussion about the making of his first book, The Language of Content Strategy, a crowd-sourced, multi-channel publishing project in which Scott and co-editor, Rahel Anne Bailie, leveraged the contributions of 50 content professionals from around the globe. You’ll learn why having a common vocabulary is critical—and why knowing about content or code is not enough—in today’s budget sensitive business climate. Scott will explain how understanding technology and content allowed he and Rahel to create a book, a series of eBooks, a companion website, and a deck of playing cards from a single-source of content, with little human intervention — and no handcrafting of deliverables.

Scott Abel, CEO, Content Wrangler

11:45 – 1:00 pm
Networking Lunch Breakout: Discussion Groups
1:00 – 1:45 pm
White Knuckle Content StrategySometimes you can do everything right and things still head down an imperfect path. In this case study, we will look at a Federal Government initiative that set a bold objective, framed a compelling content strategy, applied several best practices including the use of content scenarios and iterative prototyping, and then found itself being sucked into the vortex of interest that they had unexpectedly aroused. What do you do when an ideal content strategy implementation counsels one thing and reality forces you to do something quite different?

Joe Gollner, Director, Gnostyx Research

1:45 – 2:30 pm
Stop Admiring the Problem: Get Traction with Your Content StrategyIntegrating content strategy into large organizations is a difficult challenge. When roles are highly segmented and processes tilted more toward speed-to-market than customer experience, it’s not easy to change the culture at a mega corporation to support an overarching content strategy. However, there are ways to use content strategy within the existing processes to build credibility and, more importantly, improve the customer experience. Most importantly, you don’t have to wait for all the elements of Content Strategy to fall into place to have success. Kelly Turner, content strategist at AT&T, will walk through examples of “little wins” with content strategy that have led to a greater understanding of how the discipline can help achieve business goals and improve customer satisfaction.

Kelly Turner, Content Strategist, AT&T

2:30 – 2:40 pm
Social Business Strategy: A Dimension of Digital MaturityIn this session, you will be introduced to Social Business Strategy as a
dimension of the dStrategy Digital Maturity Model™.

Kelly Kubrick, Chair, Digital Strategy Conference Ottawa

2:40 – 3:30 pm
Relevant in Real-TimeUnder John Chen’s leadership, and in ‘do or die’ turnaround mode, BlackBerry’s digital strategy has to meet the needs of a competitive landscape, and act in real-time to respond to both positive and negative market forces. With a strong content marketing team that punches above it’s weight, and a digital marketing strategy that puts content at the core, the team works newsroom style to ensure fans, customers and media have the right information and the real story behind BlackBerry’s products, services and the future direction of the company. In this session, Trace will address how BlackBerry’s Digital Marketing team, with limited resources and budget (atypical of a global brand ) puts its focus on people, action and execution to lead BlackBerry back to relevance.

Trace Cohen, Senior Director, Digital Marketing, Blackberry

3:30 – 3:45 pm
15 Minute Refreshment Break
3:45 – 4:30 pm
Get A Little Closer: How Organizations Can Use Communities to Improve RelationshipsTo thrive in today’s competitive market, organizations should learn to use online communities to nurture internal relationships and with customers. These kinds of collaborative efforts can be used to:

  • Help customers and members get more value from an organization’s products and services
  • Enable the organization to develop better products and services
  • Provide improved “after-transaction” service
  • Develop more effective / efficient channels

In this session, Vanessa DiMauro of Leader Networks and Katie Paffhouse of the Institute of Food Technologists will share social business (think collaboration) and operational best practices, strategies and lessons learned from the Institute of Food Technologists’ (IFT) community. IFT is a non-profit scientific society with more than 18,000 members from over 100 countries – bringing together food scientists, technologists and related professionals from academia, government and industry. Leader Networks is a research and strategy consulting group focused on helping organizations build deeper B2B relationships with key stakeholders.

Vanessa DiMauro, CEO, Leader Networks
Katie Paffhouse, Senior Manager, Divisions & Community, the Institute of Food Technologists (IFT)

4:30 – 5:15 pm
Successful digital strategies are built with stakeholders, not “for” stakeholdersThe digital communication needs of a university and its key stakeholders are complex and immense. From tech-savvy students who demand online services in real time, to alumni who may prefer print to Web, to promoting the work of researchers internationally, a university’s digital presence must accomplish several goals with limited resources. Nichole will lead us through the three-year odyssey to bring direction to the University of Ottawa’s web presence and to transform a highly decentralized Web environment to one with shared goals and tools. All while respecting the unique and diverse needs of all stakeholders, including the protection of academic freedom. Prepared to get schooled in collaboration!

Nichole McGill, Director, Web Communications, University of Ottawa

5:30 to 7:30 pm
Digital Strategy Conference and IABC Ottawa invite you to join us as our guests to the IABC Ottawa Season Opener Social! Where: The Pour House, 62 William Street
When: Sept 30th, 5:30 pm to 7:30 pm
How: Show your conference pass at the door






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