About the Tracks – Ottawa

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

In 2014, you can participate in two consecutive days of conference followed by one day of workshops. Each conference day features a single line-up of sessions, split into two tracks, where the first track is delivered in the morning and the second in the afternoon:

Tracks on Day 1 – Sept 30, 2014:

Content Strategy and Social Business Strategy.

Tracks on Day 2 – Oct 1, 2014:

Data Strategy and Channel Management.

Digital Strategy Conference content and its key areas of learning are based on the Six Dimensions of Digital Maturity™ that make up the dStrategy Digital Maturity Model™. The Model is a business planning tool, while the knowledge sharing at the Conference combines to help managers become more successful at planning, managing and implementing digital strategy that aligns with organizational goals. We explore, discuss and debate today’s challenges, opportunities and solutions.

Speakers are industry experts – business leaders and specialists who provide practical, relevant and applicable insights while encouraging discussion and knowledge sharing. You’ll also get inside stories from peers, and case studies presented by other senior managers and directors.

Content Strategy – Content, Technology, Experience

In today’s world where information is the new currency, and customers, constituents and members are empowered to access information, news and entertainment; as well as connect and interact 24/7, organizations are being pushed and pulled to catch up to their customers and start acting (and interacting) like a publisher.

Although definition(s) of content strategy are evolving, the one that we align with speaks to the need to develop “a repeatable system” to “plan, create, deliver and govern” content. Content strategy is also about developing comprehensive processes…and frameworks to…share, archive or renew content in reliable ways.

This is what publishers have been doing for years, but if you are a manufacturer, retailer, or service provider, how exactly are you supposed to keep an eye on the business while simultaneously becoming a publisher?

Don’t panic. You are not alone and we’ve got you covered. We’ll ensure you learn about why developing a Content Strategy is a good idea, and how you can move your organization’s content strategy forward. To get there, you’ll also to understand how Content, Technology and Experience are foundational to your digital strategy. Speakers will share their expertise and provide insight into today’s best practices.

Social “Business” Strategy – Enablement and Governance

The opportunities offered through social channels are unprecedented, offering opportunities to develop audiences, influence purchase decisions, deliver real–time support and conduct market research. Social channels also allow us to collaborate: with customers to develop or fund new products and services, with our distributed workforces, and even for us to facilitate ways for our customers to provide support to one another.

In this track we’ll take you through the evolution of ‘social media strategy’ to ‘social business strategy’ and critical steps along the way including governance and enablement. You’ll be presented recent research and learn how well–known brands are innovating with social media and launching into social business.

Data Strategy and Digital Analytics: Managing the Process

Data is the fundamental output and a critical component of any successful digital strategy. For every piece of content created, social interaction, video streamed, ad viewed, audio file downloaded, email sent or product purchased, data is produced. In fact, there’s so much data organizations are often overwhelmed and unprepared as to how to manage it all, let alone analyze it.

Data should not be managed in a silo, instead, it should be considered by those at the helm of each business group so the treatment of data is well understood; accessibility is established; the most relevant, important questions are asked and answered; and both human and technical resources are considered and established in advance.

For the purposes of providing the most beneficial content for senior managers, directors and their digital teams, the focus of this track is on deepening your understanding of the kind of data considered within a data strategy; how web data and digital analytics fits within your organizations data strategy; the digital analytics eco–system and how to prepare for the digital analytics process.

Channel Management: Marketing & Communications, Sales & Transactions, Distribution

Channel management speaks to an organization’s ability to articulate and implement its channel strategy for its digital initiatives. In particular, we have defined three possible channels:

1. Your digital marketing and communications channel (such as your use of paid, owned, earned, and social media efforts);

2. Your digital transaction–enabling channels, which might include:

  1. Financial transactions such as e-commerce or membership sales, or accepting donations; or
  2. Non–financial transactions such as accepting job applications, grant applications, accepting votes or generating leads; and

3. Your digital distribution channels which may include direct to consumer, OEM/bundled, physical retail, wholesale or affiliate / partners.

During this track, speakers will discuss how their organizations are juggling the challenges of managing one, two or all three channels in their digital strategy efforts.

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