Conference Program

The Gilbane Conference helps marketers, IT, and business managers integrate content strategies and computing technologies to produce superior customer experiences for all stakeholders.

A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems.

This year we focus on how to integrate content, data, and software to support a superior multichannel digital customer experience. Whether you are just getting started with managing multichannel content, need to improve the consistency of the web and mobile discovery experience, or are ready to integrate with an ecommerce, content marketing, business intelligence or other marketing or data management platform, join us to learn what your peers are doing and what experts are recommending.

Conference sessions are organized by track. Session content as well as speakers are updated as changes occur. Click on a speaker to view their biography including blog links and twitter handles if they have supplied them.


 

Opening Keynotes

 

K1. Opening Keynotes

Wednesday, December, 2: 8:30 a.m. - 10:00 a.m.
Moderator:
, Founder, Bluebill Advisors, Gilbane Conference
Speakers:
, Global Managing Director, Accenture Interactive, Accenture Digital
Global Marketers and Digital Transformation: What They are Doing and What They are Thinking
, Founder, chiefmartec.com & Co-founder & CTO, ion interactive
Hacking Marketing: What Marketers Can Steal from Software Developers
, CTO and co-founder, Kaldor
Are Apps All They're Cracked Up to Be? (Or Should We Just Embrace Mobile Web Instead?)
 

K2. Opening Keynotes

Wednesday, December, 2: 11:00 a.m. - 12:00 p.m.
Moderator:
, Founder, Bluebill Advisors, Gilbane Conference
Speakers:
, Director of Technology, Harvard Business Publishing
Using strategic thinking in technology
, Publisher and General Manager, Editorial Projects in Education, Inc.
Strategies for Improving Digital Outreach & Increasing Audience Engagement
 

Track C: Content, Marketing, and Customer Experience

 

C1. Building a Case for Marketing Transformation

Wednesday, December, 2: 1:30 p.m. - 2:30 p.m.

Even today, with the demands of digital transformation widely acknowledged across industries up to the board level, getting an initiative off the ground with all the people, process, content, and technology aspects involved can seem overwhelming. And once you have the transformation underway, you need to pull together a marketing operation that is flexible, agile, and able to maintain the necessary interaction across product and operational groups, and integration between systems. This session will provide insight into what other marketing executives have done and how.

Moderator:
, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Speakers:
, Head of Digital Strategy and Marketing Technologies, Corporate Marketing & Communciations, McKesson
Transforming Marketing at a Large Company
, Principal Consultant, Digital Business & Customer Engagement Group, Mindtree
Delivering on Digital Promises
 

C2. Making Omni-channel Work

Wednesday, December, 2: 2:40 p.m. - 3:50 p.m.

"Omni-channel" is a succinct way to refer to the core problem of marketing transformation since it is typically used to include digital and non-digital channels as well as all their related support systems. Used in this way the term represents an ideal that may not often be attainable, but that is no reason it should not be a target to strive for. What does this mean in the real world? In this session our three presenters will look at: what is being done at an organization on the path to omni-channel, some common early mistakes organizations make when planning for omni-channel, and some ideas and strategies for dealing with the growing impact of connected devices.

Moderator:
, Program VP, Content & Digital Media Technologies, IDC
Speakers:
, CEO and Founder, 2040 Digital
Moving to Customer Centricity in the Omni-Channel
, Director of Marketing, Digital Clarity Group
Successfully planning for Digital Transformation
, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
Connected Experiences: From websites to wearables to wherever
 

C3. Holistic Customer Experiences Require Fundamental Change

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

As we say in this year's conference description, "A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems." In this session two industry analysts look deeper into the fundamental changes required in the supply chain and internal business systems.

Moderator:
, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
, Senior Analyst, Social Business, 451 Research
Beyond Engagement and Experience; The Converged Enterprise and the Dynamic Supply Chain
, Senior Vice President Research, Digital Clarity Group
The New Customer Experience Imperative: Moving From Digital Transformation to Business Transformation

 

C4. Global Experience Management: Analyst Views on Trends and Practices

Thursday, December, 3: 8:30 a.m. - 9:30 a.m.

The journey from discovery to awareness to browsing to engagement to purchase must be supported by appropriate content at each step. Having that information available in the language of the visitor improves the customer experience by providing the right linguistic context for it.

No globally thinking business leader can argue with these statements. Yet many of their organizations still struggle to make the case for strategic approaches to multilingual content. How does content in the language of the customer really impact the top line? Who's making progress, how, and why?

Two leading research and advisory firms focused on global customer experience join forces to answer these critical questions with data and facts, not just theory. Common Sense Advisory has demonstrated the importance of language in enriching the global customer experience in consumer and business buyer surveys. Don DePalma reviews findings through the customer experience lens, using Digital Clarity Group's competency framework for customer experience management as the context. DePalma and Laplante present a facts-based view of current trends and practices and deliver important guidance to companies supporting the customer lifecycle for global markets.

Speakers:
, Chief Research Officer, Common Sense Advisory, Inc.
, Vice President Client Services, Digital Clarity Group
 

C5. Global Experience Management: Making It Work in the Real World

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

The moderators bring global experience management to life in conversations with real-world managers and practitioners. Drawing on research presented in the session on Global Experience Management: Analyst Views on Trends and Practices, attendees will leave with peer-to-peer insights on successful strategies for tying multilingual content to global customer experience impact. This is a can't-miss session for global content and experience managers who need to move beyond theory and start achieving practical results.

Moderators:
, Chief Research Officer, Common Sense Advisory, Inc.
, Vice President Client Services, Digital Clarity Group
Panelists:
, Localization Manager, Blackboard
, Director Of Globalization and Localization, The Nielsen Company
 

C6. Personalization: The Advanced Crash Course

Thursday, December, 3: 11:40 a.m. - 12:40 p.m.

Digital teams are often frustrated with the difficulty of getting their personalization practice beyond adding a few targeted components in their digital ecosystem. This is partially because it seems that inroads to the more advanced aspects of the personalization practice have been closely held secrets. Many organizations have had to reinvent the wheel, for lack of access to best practices. In this panel presentation, we will address that gap directly, with three personalization experts discussing what they consider to be the most hard-won aspects of their practice. For digital teams trying to enhance their game, this session will give unusual visibility into the challenges--and successes--of running more serious personalization programs within their organizations. Attendees of this session will receive an overview of topics for the "advanced course" in personalization and to get inspiration to move personalization activities forward.

Moderator:
, CEO, TBG (The Berndt Group)
Speakers:
, Vice President, Digital, Nonlinear Creations
, Product Manager, Acquia
 

Lunch & Technology Demonstrations

Thursday, December, 3: 12:40 p.m. - 2:00 p.m.
 

C7. Content Marketing - Strategies for Success

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

You would have to be living in a cave and under a rock sans smartphone not to be aware of the interest and investment in content marketing in companies of all sizes. Yet it is often difficult to know how successful your content marketing efforts are. In this session we have two presentations from marketers sharing their experiences on what to do and what not to do, followed by a presentation on how to track relevant metrics for measuring the success of your content marketing efforts.

Moderator:
, Editor, EContent
Speakers:
, Director of Content, HubSpot
10 Hard Earned Lessons From Growing a Business Blog
, Content Strategist, The Front
Lean Content Marketing: Lessons Learned from Content Marketing with Developers
, Founder & CEO, Curata
How to Drive Results with Data-Driven Content Marketing
 

C8. Content Strategies for a Superior Customer Experience

Thursday, December, 3: 3:30 p.m. - 4:30 p.m.

A superior customer experience can't be achieved without a strategy to support and inform your customer's content experience overall, and content marketing programs in particular. How do you go about creating such a strategy? What are the key components? In this session our two speakers provide expert guidance that is likely to include ideas you haven't considered.

Moderator:
, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
, Head of Global CX and Content Strategy, Analog Device Inc
Content First approach - Similarities between UX & Content Strategy, and why they both should be tightly coupled
, Global Content Strategist, KevinPNichols.com
Content for the Future - Performance Driven Content
 

C9. Reconfiguring Roles for Modern Marketing Organizations

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

Digital transformation forces all organizations to evaluate the skills and roles required and, inevitably, make some changes in personnel, processes, and perhaps even structure. For many, if not most companies, this is most obvious in marketing departments, but of course applies across functional areas. The three presentations in this session look in turn at three different roles: a "crossover" role of project manager, information architect, and user experience designer; the marketing technologist; and the Chief Digital Officer.

Moderator:
, Director of Marketing, Digital Clarity Group
Speakers:
, Manager, Digital Engagements & Project Strategy, Brightfind
The Crossover Role: PM + IA + UX
, Director of Marketing & Marketing Technologist, ICF Interactive
Is the Marketing Technologist a Necessary Role in Your Marketing Ops Organization?
, Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
The Rise of the Chief Digital Officer: Passing Fad or Beacon of the Future?
, Research Director, Customer Experience: Sales and Marketing Tech, IDC
The Rise of the Chief Digital Officer: Passing Fad or Beacon of the Future?
 

C10. Operational and Governance planning for Successful Large-scale Digital Transformation

Thursday, December, 3: 3:30 p.m. - 4:30 p.m.

There is no way around the fact that large-scale digital transformation is really hard. There are far-reaching effects of digital transformation on operations, and likely a significant reconfiguration of policies and governance of processes, content, and data. These aren't always considered the fun part of digital transformation, or even considered at all in advance, but success requires these areas get a substantial amount of analysis and detailed planning. Our speakers in this session have been though this and will provide you with expert guidance.

Moderator:
, Managing Partner, FCx3, LLC
Speakers:
, Founder, Redin Consult
Digital transformation of the large and complex organization
, President, Digital Governance Solutions, ActiveStandards
A Digital Governance Case Study - Intel
, Director of Digital Governance and Operations, Digital Marketing & Media, Intel Corporation
A Digital Governance Case Study - Intel
 

C11. How to Integrate the Content and Commerce Experience

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

Of all the different functions and systems that need to be integrated to provide a clean consistent customer experience, content management systems and commerce systems are the most obvious. Unfortunately, successful examples of an integrated content/commerce experience are still too rare. This is largely due to organizational / ownership issues which caused content management systems and commerce systems and vendors to evolve independently. This in turn fed the organization silos creating a vicious cycle. Something has to give. Based on experience and case studies, this session examines what companies are doing to create a more unified content and commerce experience.

Moderator:
, Director of Design & Product Experience, Fresh Tilled Soil
Speakers:
, Principal Analyst, Digital Clarity Group
Bridging the Content and Commerce Divide
, Director, New Business, US Investis, Inc.
How the Unification of Content & Commerce Drives Revenue for Nikon Inc.
, President, Quoin
Nothing Happens Without an Order - Ecommerce and CM in Multichannel Delivery
 

Track E: Content, Collaboration, and the Employee Experience

 

E1. Strategies and Lessons from Successful Intranets

Wednesday, December, 2: 1:30 p.m. - 2:30 p.m.

Intranets that work provide an invaluable resource. But too often intranet projects either never get off the ground, or struggle for months or even years before being put out of their misery. How do you know when intranets are working? There is only one metric that matters - adoption, at least voluntary, and ideally enthusiastic. Attend this session get inspired by the managers at two organizations responsible for building successful intranets tell you what they did and how.

Moderator:
, Founder, Redin Consult
Speakers:
, Director, Collaborative Technologies, Enterprise Applications, Public Broadcasting Service and ADKAR, PMC-III, SCRUM, and IOA
Productizing Intranets: Breaking away from the Service Catalog
, Manager, Business Services Portfolio, Employee Services, Business Systems Integration & Development, Jazz Aviation LP
Engaging Support at Every Level of the Organization - The JazzNet Story
 

E2. Critical Considerations for Building a Modern Intranet

Wednesday, December, 2: 2:40 p.m. - 3:50 p.m.

In this session our speakers take a look at some specific areas to pay careful attention to when getting ready for a new intranet project, or for updating and modernizing an existing intranet.

Moderator:
, Founder, Redin Consult
Speakers:
, CEO, Narrative Builders
Employee engagement is the opposite of being patronizing
, President & CEO, non-linear creations
Imagining and designing your next intranet
 

E3. Achieving Successful Collaboration in Large Enterprises

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

Tools are one important component of a successful collaboration initiative, and the wrong choice can cause failure all on its own. But tools should not be the first consideration - there can be no right choice without a clear understanding of the needs of all the stakeholders, how they interact, and how the collaboration initiative aligns with current and foreseeable business goals. If you are involved in a large-scale collaboration project you'll want to hear what our two speakers in this session have learned from their experience.

Moderator:
, Founder, Redin Consult
Speakers:
, Head Information and Knowledge Management, Port of Antwerp Authority
“Unified collaboration”: how can we best position collaboration tools and who should own them
, Engagement Director, Iknow LLC
Delivering real value thru enterprise collaboration

 

E4. Growth without compromise: Using intranets to scale what makes you great

Thursday, December, 3: 8:30 a.m. - 9:30 a.m.

Growth organizations - those who are growing fast, from a few dozen to a few hundred or thousands, have a unique challenge. You're doing things right. But how can you maintain quality and momentum as you grow? How will you stay great when there are more and more newcomers?

Scaling organizational greatness means scaling a strong community, a strong culture, and a strong sense of belonging. How can culture, leadership and community expand to embrace people who don't work in the same place or have pre-existing relationships? With intranets or digital workplaces. This panel of HR and Communications leaders will talk about the challenges of scaling culture, and how a great intranet enables extended teams to remain powerful. No compromise.

Moderator:
, CEO, Narrative Builders
Panelists:
, Senior Director of Technology, Ivie & Associates
, Communications Manager, Plexxus
, Sr. Director & Editor-in-Chief on Marriott Global Source, Marriott International, Inc
 

E5. Connecting Customer and Employee Experiences

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Building a holistic and seamless customer experience is not just a job for marketing. It is not even a job limited to customer-facing employees because they are dependent on other internal employees and systems for their effectiveness. The two case studies in this session are excellent examples of the kind of efforts needed to achieve organizational level customer experience.

Moderator:
, Founder, Redin Consult
Speakers:
, Director, TechComm Services, F5 Networks
Build a Community not a Crowd: How employees and customers can build content communities to achieve shared goals
, Director, Technical Content, EOS2 / Core Technologies Division, EMC
Build a Community not a Crowd: How employees and customers can build content communities to achieve shared goals
, Manager, Information Management, Optimity Advisors
The E3 of Enlisting Employees to Support Customer Experience: engagement, expectation, enthusiasm
, Manager, Information Governance Office, Blue Cross and Blue Shield of North Carolina
The E3 of Enlisting Employees to Support Customer Experience: engagement, expectation, enthusiasm
 

E6. Building Modern Knowledge Management Implementations

Thursday, December, 3: 11:40 a.m. - 12:40 p.m.

What makes them modern? Both are enterprise wide and incorporated into the fabric of the digital workplace. These case studies also illustrate how knowledge management implementations go beyond a better experience for employees to improve external customer experiences. Note that these approaches also provide additional value to help justify a knowledge management initiative.

Moderator:
, Founder, Redin Consult
Speakers:
, Product Owner, Global Knowledge Sharing, Aon
Global Colleagues Take A Ride Down “Aon Avenue." Aon's Digital Workplace Journey
, Founder, Redin Consult
Intranet stakeholder management - or how to make it all good
 

Lunch & Technology Demonstrations

Thursday, December, 3: 12:40 p.m. - 2:00 p.m.
 

Track T: Re-imagining the Future: Ubiquitous Computing and Digital Transformation

 

T1. Mobile App Development and Management

Wednesday, December, 2: 1:30 p.m. - 2:30 p.m.

With mobile already outpacing desktop traffic it's time align product and development strategies and efforts accordingly, if you haven't already. This means way more than tacking on an app and checking off the mobile to-do item. In this session our speakers share scads of info on app design, development, and management that are relevant for both enterprise and consumer apps. The session is intended for both business and technical managers.

Moderator:
, Director of Marketing, Digital Clarity Group
Speakers:
, Product Manager, Mobile Apps & Emerging Technology, Canadian Broadcasting Corporation
Everything I Learned about Launching Great Apps... I Learned in the 90s
, Founder & CEO, Vokal
‘Consumerizing’ the Mobile Digital Workplace for Today’s Modern Workforce
, Director of User Experience, Vokal
‘Consumerizing’ the Mobile Digital Workplace for Today’s Modern Workforce
 

T2. Brain Science for Marketing to Digital Brains

Wednesday, December, 2: 2:40 p.m. - 3:50 p.m.

In the battle for attention and engagement marketers need all the help they can get. Personalization is where the biggest hope lies but getting it to work is problematic, mainly because of the difficulty piecing together and making sense of the various customer data sources. This can be especially off-putting with real-time programmatic ads. Understanding a customer's state of mind and emotions in real-time can help avoid or recover from a negative experience. There is already commercial technology that provides emotional state information using facial recognition software (Affectiva, for example), and marketers are already using it in campaigns.

Our brains are also changing to better adapt to the over-stimulating digital world we live in. Will our brains learn to fight back? Send fake emotional signals to discourage ads? Brain science is progressing rapidly and for better or worse, marketers should understand what's possible, what might be soon, and what your peers are already doing. This session will get you started, and should be fun.

Moderator:
, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
, Director of Product Marketing, Adobe Target, Adobe
How Decision Science Guides Digital Marketing
, Senior Director, Creative Services and Consulting, SAP Global Marketing, SAP
Are Customers ADD? Blame it on the Digital Brain
 

T3. New Web and Mobile Technologies: Web Components and Polymer; Deep Linking and App Indexing

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

This session looks at some technologies you should be aware of. You may have heard of them but they are not widely deployed or understood by non-developers. They are important because of their potential for significantly improving mobile and web experiences. Knowing what they do will also help you understand more about the strategic choices that Apple, Google, and others are making with regard to web and mobile, thus informing your own strategic decisions.

This session is meant for business managers as well as IT. The session includes case studies, and will address what web components are, how they relate to Google's Polymer, what deep linking is and why it is very different on the web and mobile, and what the key challenges and considerations are.

Moderator:
, Independent Consultant, O'Kelly Associates
Speakers:
, Founder, adenin TECHNOLOGIES Inc.
Case study: Google's Polymer web components let us develop tomorrow's digital workplaces today
, Founder & CEO, NorthOut - Innovation studio for brands using Emerging Technologies
Mobile App Content Reach - Deep Linking and Indexing

 

T4. Benchmark Your WCM Environment

Thursday, December, 3: 8:30 a.m. - 9:30 a.m.

Join Real Story Group for a fast-paced, hands-on session where you will assess your existing WCM environment in a series of structured Q&A exercises. Then find out how your situation stacks up against your peers'.

Speakers:
, Founder, The Real Story Group
, Managing Director & Analyst,, Real Story Group
 

T5. When and How to Move to a New CMS / Digital Platform

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Replacing a content management system has always been a daunting task, but is now more difficult than it ever. As CMS's have matured they have taken on more functionality, much of which overlaps with other systems thus forcing choices about which system should be responsible for which function. The marketing technology landscape and the variety of technology stacks it suggests are possible is scary indeed -- even though your own existing environment provides some constraints. The speakers in this session are consultants who have been through this with many clients and have some great advice to share.

Moderator:
, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
, Senior Manager, Digital and Emerging Technologies, EY
When to Abandon your Existing Technology and Start Afresh
, Principal Consultant Technologist, Avalon Consulting, LLC.
Strategies for Migrating to a new Web Content Management System
 

T6. CMS Alternatives - Bespoke to Wordpress

Thursday, December, 3: 11:40 a.m. - 12:40 p.m.

When you need a content management system you have lots of options. In this session our speakers advocate for two alternatives that have been controversial choices for "enterprise-class" requirements. At one end of the spectrum, WordPress, the most popular "content management" system, is often thought of as too lightweight a solution. At the other end of the spectrum, building your own custom system means it can do whatever you want, but the cost of development and maintenance required is considered too high a cost. Both speakers are Gilbane conference veterans and know our audience so will be well prepared for any challenging questions!

Moderator:
, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
, CEO, 10up
Building a Better Author Experience: WordPress as a CMS platform
, Principal, Sutro Software
Throw Away Your CMS
 

Lunch & Technology Demonstrations

Thursday, December, 3: 12:40 p.m. - 2:00 p.m.
 

T7. Modern Multichannel Strategies

Thursday, December, 3: 11:40 a.m. - 12:40 p.m.

Implementing COPE (Create Once Publish Everywhere) is not easy, but for years organizations have built systems to accomplish or approximate multichannel publishing. Is this still the best approach? Or is there a newer model needed to support the more interactive web and mobile experiences? This session includes lessons-learned from COPE implementations as well as a proposal for an enhanced model of COPE for a modern customer experience.

Moderator:
, Director of Marketing, Digital Clarity Group
Speakers:
, Head of Business Development, Contentful
Multi-channel content modeling: Learnings from 3 COPE projects
, Solution Principal, Cross-Market Customer Engagement, Slalom Consulting
CDSE - An Evolution of COPE for Maturing Brands
 

T8. How to Plan for Complex Multichannel Projects

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

Multichannel projects that aren't complex are already rare, and the complexity is increasing. When planning for such projects it is helpful to look at successful results for repeatable patterns. This is not easy to do if you only have experience with one or two similar projects. All three presentations in this session provide some level of pattern analysis on relevant projects that will allow you to consider a much broader range of scenarios in your own complex project planning.

Moderator:
, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
, Managing Director, Strategy & Growth, VML
Reusability - the Myth and the Reality
, Senior Manager, Digital and Emerging Technologies, EY and National Advisory Services
Patterns of Successful Digital Projects
, Content Solutions Lead, SingleStone
Designing a Flexible Content Architecture to Enhance both Customer Experience and Author Experience
 

T9. Visualization Techniques for Text and Data

Thursday, December, 3: 3:30 p.m. - 4:30 p.m.

This session includes two very practical how-to presentations. Our first speaker looks at text analysis visualization, which has unique challenges, looks at software tools and analyzes the various ways to plot text analysis results for different applications. Our next speaker is both a comedian and a marketing consultant that specializes in creating infographics that are as "sharp and tight as jokes and stories". He will explain how and analyze some examples infographics using different presentation formats.

Moderator:
, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
, VP Engineering, Lexalytics
Visualizing Text Analysis! (or "how I learned to stop using word clouds")
, CPSM, Design-product Systems -- "Marketing Excellence for Design Professionals"
Guy Walks Into A Bar Chart: Make Infographics That Work Like Jokes
 

Track P: Digital Strategies for Publishing and Media

 

P1. New Frontiers in Digital Content Distribution

Wednesday, December, 2: 1:30 p.m. - 2:30 p.m.

Publishers have been using social media as a means to extend their brands, drive traffic to web properties, and cultivate direct relationships with consumers. But the arrival of “off-site” digital media outlets—Facebook’s Instant Articles, Apple News, Snapchat, Twitter Lightning, and whatever Google might dream up next—has publishers asking: will social media platforms usurp publisher’s own brand sites or be a lucrative extension? What are the results from those who are early participants? What are the business and technology issues to consider when deciding whether to take part? How can you prepare your organization, infrastructure and content to be ready if your CEO/CMO decides to take the plunge?

A panel of media technologists will report on their experiences and share their insights as we explore the latest trend in the evolution of digital media.

Moderator:
, Principal, Content Technology Strategies
Panelists:
, VP Technology, Content Management Systems, The New York Times
, Principal, Align Digital
, Managing Director, Digital Strategy, Harvard Business Review
 

P2. Aligning Technology with Strategy - Harvard Business Review

Wednesday, December, 2: 2:40 p.m. - 3:50 p.m.

The Harvard Business Review Group launched a redesigned site in November 2014, a big step forward for the company in terms of both strategy and technology. The team adopted new technologies for the both the front end and back end that were not only designed to push our capabilities forward, but chosen in close collaboration with business stakeholders with a deep understanding of where our business is heading. HBR's goals are similar to any other magazine/publishing/media company, to grow the business by creating and retaining subscribers and simultaneously meet the changing needs of digital advertising as print revenues potentially decline. As the primary place where more and more people and clients engage with us, HBR.org has become the center of our strategy. The old site served us well for years but our new technology choices now allow us to form the direct relationships not only with our audience, but more importantly with each subscriber. Topics we'll cover in our talk will include: advantages of modern UI frameworks and why we built our own, migrating from traditional relational databases to a big data/nosql database.

The presentation will consist of at least three parts: setting the stage for change, evaluating options for new technologies to meet the need, choices made with a retrospective on lessons learned.

Moderator:
, Director of Technology, Harvard Business Publishing
Panelists:
, Technical Production Manager, Harvard Business Publishing
, Web Developer, Harvard Business Publishing
, Web Developer, Harvard Business Publishing
 

P3. Recurring Revenue: Why Subscription Models are the New Hot Business Model (Again)

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

There are those who have been “doing” subscriptions longer than many - newspapers, newsletters, journals, and magazines, to name a few. While traditional publishers are evolving and still thriving, today subscriptions are a hot "new" business model being used to sell anything and everything from information, data, software, music, services, articles, books, cars, make-up, and apps -- pretty much anything one can imagine being sold on a recurring basis. (Yes, even underwear.) In this session we will walk through the drivers and strategies businesses need to keep in mind launching and scaling subscription revenues. We will also walk through case studies and war stories direct from publishers, SaaS, data and other subscription-focused businesses.

Moderator:
, CEO & Publisher, Subscription Insider
Panelists:
, Director, Strategic Market Analysis, Wiley
, CEO & Founder, Amora Coffee & Tea and Fosina Marketing Group
, CEO, Recurly
, Founding Partner, Subscription Practice Lead, & Head of Client Services, House of Kaizen

 

P4. Executing Content Strategies

Thursday, December, 3: 8:30 a.m. - 9:30 a.m.

This session explores current practices for content planning, and the toolset and policies needed to support your multidimensional planning activities. Come learn how to support an integrated communications strategy on the ground and across borders and learn tactics for addressing the human factors required to put a content plan into practice.

Moderator:
, Principal, Content Technology Strategies
Speakers:
, Associate Creative Director, Content Strategy, OHO Interactive
Effective Content Planning
, Digital Governance Advisor, NativeTrust Consulting, LLC
Implementing Policies to Achieve Liability-free Publishing
 

P5. B2B Content Marketing – Lessons from the Front Lines

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Marketers of complex products-whether it's software, systems or information services-are grappling with a dramatic shift in today's B2B marketplace. Groups of stakeholders are displacing the former model of lone decision maker, and that change demands ever-increasing content in an expanding array of channels to capture and retain the attention of prospects and customers.

In this session we'll explore the shift to group buying, and what you can do to make it less of a mystery and more of an advantage for your business. You will get:

  • Case studies on how 2 companies are managing the disruption in B2B buying
  • A checklist for marketers to accelerate their growth opportunities, even when facing a more complex selling environment that features more stakeholders and countless communication channels
  • A set of new metrics that you can use to gauge your success in B2B nurturing and selling in 2016 and beyond
Moderator:
, Principal, Content Technology Strategies
Speakers:
, Senior Director, Value Proposition Initiative, Elsevier
, CEO, LoveMediaSales
 

Lunch & Technology Demonstrations

Thursday, December, 3: 12:40 p.m. - 2:00 p.m.
 

Product Labs

The Product Labs are open to conference attendees and visitors to the technology showcase free of charge, and are moderated and presented by conference sponsors. While the presentations are meant to be educational, they are typically focused on product technologies or customer case studies. They provide a good opportunity to learn more about specific products or vendors.

Complete Schedule