RESEARCH-BASED SESSIONS AT

ASAES 2017 MMCC

MAY 13, 2017 WASHINGTON, DC

TUESDAY
One-Size-Fits-None: Segmentation Secrets for
Recruiting & Retention Get Value Out of
Tuesday, May 2, 9:45 10:45 AM Room: 147 AB Research-Based
Learning
How do you make each member's experience
tailored when you have diverse membership and Everyone is talking about big
limited staff resources? Come to this session and data and evidence-based
learn segmentation and survey strategies to better decisions, but what does that
target your members and prospective members mean, and where do you find
based on their preferences and where they are in the evidence? The ASAE
their career journey. Get the tools you need to Foundations Research
determine what members really value to help your Committee would like to help
association remain relevant. you find the research-based
sessions at ASAEs MMCC
Speakers:
that will best support you!
Content Leader: Amanda Myers, Director of Member
Strategy, Abila These sessions will help you
Co-Content Leader: Pam Loeb, Principal, Edge understand what research
Research data says about key
association issues, and
provides ideas for how these
findings can be applied to
your own work. This guide
contains the sessions we as
research fans plan to attend,
and we hope to see you
there! See the MMCC
education schedule for the
full list of sessions.
TUESDAY

Leveraging Technology to Sharpen Your Associations Research

Tuesday, May 2, 1:152:15 PM Room: 150 AB

Get ready for a focused learning session that will showcase some cutting edge market research
techniques to help your association conduct research more effectively and efficiently. Using real world
association examples, you'll learn how to successfully employ new market research techniques and
leave with the tools to apply these new methods to your existing research methodologies.
While there is no "one size fits all" market research solution, this session will highlight some of the
newest techniques in market research, when to use them, and how they can enhance your research
program.

Speaker:
Jeffrey Adler, Managing Director - Primary Market Research, Vault Consulting, LLC

Beyond Banners & Buttons: Optimizing Digital Properties to Generate Revenue

Tuesday, May 2, 2:303:30 PM Room: 147 AB

In this session, we will uncover the latest trends in monetizing digital revenue opportunities and the
best practices to get you there. Digital advertising opportunities sell best when the property is
strongit needs quality content and an appealing design to keep visitors engaged and returning.
Learn what's needed to design and develop your mobile-optimized properties; learn how to build a
content strategy to support your digital properties; and understand what tools and analytics you
should be using to know what's working, and what needs improvement. Our tips, useful links, and
relevant association examples will prove how quality design, development, and content work together
to generate sustainable revenue streams for your digital properties.

Speakers:
Primary Speaker: Susan Welter, VP, Media Sales & Events, The YGS Group
Content Leader: Jack Davidson, VP, Marketing Services, The YGS Group
Co-Content Leader: Annette Gray, Editorial Director, The YGS Group
Matt Roy, Digital Marketing Director, The YGS Group

Five Big Things Every Marketer Should Knowand 45 Little Things You Should Do
Tuesday, May 2, 2:30 3:30 PM Room: 150 AB

The marketing landscape is changing rapidly. New tools, channels, and social media outlets are
constantly emerging - how do you determine which ones to integrate into your overall strategy? How
can your marketing team stay on the cutting edge of these new trends, all while executing one
seamless campaign? And what does all this mean for membership, your events and your association?
This fast-paced session will offer both strategic and tactical guidance on how to take your marketing to
the next level. You'll explore strategies and techniques that will drive member and audience
engagement. You'll also see actual campaign results from successful and failed attempts at using the
techniques and learn the method to determine the effectiveness ROI of each. You'll walk away with
tactics that will hold long term value and drive results for your association.

Speakers:
Content Leader: Craig Wood, Managing Director and Chief Engagement Officer, 360 Live Media
Jay Schwedelson, President and CEO, Worldata
WEDNESDAY
10 Marketing KPIs Every Association Should Be Measuring
Wednesday, May 3, 9:45 10:45 AM Room: 147 AB

You might be measuring your associations marketing data, but are you measuring the right data?
Content marketing rests on a bedrock of data, and, in the end, youre only as good as what you
measure. As The Next Web put it, If youre not measuring, youre not marketing. In this session you'll
hear about the top 10 marketing key performance indicators (KPIs) that all associations should be
measuring and why you should know them inside and out. You'll come away with some amazing
tools that you can implement right away to drive more traffic to your website, convert more visitors,
and generate more membership and non-dues revenue! The goal here is to create a stress free plan
to embrace digital tools to turn your metrics into actionable reports the C-suite will love. Simply put,
you'll become a marketing rock star!

Speakers:
Content Leader: Dave Martin, Chief Marketing Officer, Aptify
Content Leader: Michael Skiados, Director, Membership, American Speech-Language-Hearing
Association

Content to Connection: Tapping Member Data to Revamp Digital Content Delivery

Wednesday, May 3, 9:45 10:45 AM Room: 150 AB

When the American Institute of Aeronautics and Astronautics (AIAA) decided to revamp Aerospace
America magazine, it started by asking, How can we better deliver content to increase value to our
audiences? A communications audit revealed what members and potential nonmember readers
wanted, which drove a more responsive content delivery strategy. The outcome is a sleek new
integrated print and digital magazine design and a new approach that will begin to realign content
delivery across AIAA communication channels, connecting the efforts of the membership, marketing,
and education divisions. Come to this session and meet the team that made it happen and learn how
you can use member survey results to drive a new content delivery strategy. Also, hear what AIAA
members are saying about the new magazine and how digital metrics continue to drive improved
content delivery.

Speakers:
Content Leader: Alan Rickard, President, Association Vision
Co-Content Leader: Rodger Williams, Managing Director, Strategic Outreach, American Institute of
Aeronautics and Astronautics
Co-Content Leader: Caroline Baugher, Senior Consultant, McKinley Advisors
Co-Content Leader: Colby Waller, Creative Director, Thor Design Studio

Member Engagement: Strategy, Data and Informed Decision Making

Wednesday, May 3, 1:15 2:00 PM Room: 151 AB

Whether the goal of your association is increased market penetration or improved understanding of
current member needs, informed decision making requires reliable data. Come to this interactive
session to hear the highlights of a four month ASAE data management project designed to improve
decision making through better data. You'll receive practical examples on the "how to" of data
management as it pertains to member engagement and also find out how to leverage data health
measurements to accelerate marketing and membership goals.

Speakers:
Co-Content Leader: Lesley Boucher, VP Consulting and Customer Experience, ORI
Co-Content Leader: Christin Berry, Senior Director, Business Analytics, ASAE: The Center for
Association Leadership
 WEDNESDAY
WEDNESDAY

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Wednesday, May May 3,3, 1:15 2:00
1:15-2:00 PMPM Room: 150 AB
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Speakers:
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Co-Content
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Gwen Trochlil, President, Effective Database
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Speaker:
your chapters and improve your decision making on chapter programs and budget.
Content Leader: Peggy Hoffman, President, Mariner Management and Marketing LLC
Co-Content
Speakers: Leader : Peter Houstle, Chief Executive Officer, Mariner Management and Marketing LLC
Content Leader: Peggy Hoffman, President, Mariner Management and Marketing LLC
Optimizing
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Wednesday, May 3, 2:15-3:00 PM
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engagement and personalized, savvy marketing and
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Speaker:
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Shifts in Association Knowledge Management

Speaker:
Tuesday, August 16,
Content Leader: Joe9:00-10:30
Colangelo,AM
CEO and Co-Founder, Bear Analytics
Studies show that
Ric Camacho, trends
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credentialing, content access (open), data management and attentional engagement (versus face to face
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WEDNESDAY

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True Value, Part 2
3:15 4:15PM
Wednesday, May 3, 1:15-2:00 PM Room: 147 AB
Right on schedule, five years after Gartner's famous prediction for 2017, marketing departments are
indeed
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to calculate on of
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Speakers:
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Peter Houstle, Chief Executive Officer, Mariner Management and Marketing Director,
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Wednesday, May 3, 2:15-3:00 PM
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appropriate budget for chapter support? Come to this interactive session to experience
or small, every association can learn something about making your organization more data-friendly. ROI
calculation template developed by the associations in the study. You'll get a chance to road test a beta
version
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Speaker:
Content Leader : Peggy Hoffman, President, Mariner Management and Marketing LLC
Co-Content Leader : Peter Houstle, Chief Executive Officer, Mariner Management and Marketing LLC

Optimizing Technology to Maximize Your Marketing

Wednesday, May 3, 2:15-3:00 PM
Data is the fundamental language of all of the new wave of tools and technologies that can facilitate
engagement and personalized, savvy marketing and when marketing and technology work in tandem,
associations reap the benefits of more informed decision-making and focused audience growth.
Come to this session hear the data-first, forward-thinking tactics the CTO and CMO at the Specialty
Food Association (SFA) are deploying to meet and exceed their aggressive event growth projections.
You'll leave with valuable metrics that you can use to measure data strategy success for your own
marketing and technology teams and recommendations on data tools and best practices that will get
the seal of approval from both your marketing and IT department.

Speaker:
Content Leader : Joe Colangelo, CEO and Co-Founder, Bear Analytics

Shifts in Association Knowledge Management

Tuesday, August 16, 9:00-10:30 AM
Studies show that trends are affecting how associations will manage information and knowledge
moving forward. Are you prepared for these changes on the horizon, which include shifts in learning
and credentialing, content access (open), data management and attentional engagement (versus face
to face engagement)? This session will highlight the ASAE Foundation research project done in
conjunction with the Institute for the Future. You will explore these critical shifts, discover possible
pathways to innovation, and identify the resources and tools required to be successful.
Speakers:
Jennifer Blenkle, Founder, Frameworks
Martha Malone, Vice President, Education, Industrial Research Institute Inc