Full Schedule

Full Schedule

 Tuesday, November 19 

8:00 AM - 5:00 PM — Registration Open

8:00 AM - 9:00 AM — Breakfast

9:00 AM - 9:30 AM — Emcee and CEO Address

 11:00 AM - 12:00 PM — Breakout Session 1 

Add Value by Using Machine Learning to Better Understand Your Community

Track: Data & Analytics

Modern-day Machine Learning and Deep Learning tools, such as Natural Language Processing and Deep Neural Networks, can help us better understand how our members interact with each other, including what they're talking about and how they perceive the value our organizations provide to them. Join this geeky session to find out how these technologies are changing our understanding of human interactions. (No scientific background required!)

Speakers: Mikhail Opletayev, VP, Software Engineering & Data Sciences, Higher Logic

Location: Baltimore 2

Campaign Submission Leaves 12,000+ Wondering if They're Registered for the WREA Convention

Track: Success Stories: Customer Case Studies

Learn how these first time users of Higher Logic's Email Marketing Campaign failed to include a critical step in their campaign that left 12,000+ members and non-members wondering if they were registered for the WREA Convention. Find out how they recovered and made a negative into a positive outcome.

Speakers: Annaliece Rynes, Assistant to the Executive Director, Wisconsin Retired Educators' Association

Location: Annapolis 3

Go Build Your Empire – How to Attract the Right Collaborators, Prove your ROI, Expand, and Repeat

Track: Best Practices & Strategies

As the new online community manager and sole staff member dedicated to the online community for Genesys, a company with nearly 10k employees and 11k customer companies, Matt Lawson's first directive from management was, “Go Build Your Empire.” In a year since taking the role, the community has doubled its engagement across key metrics. As a result of the growth, questions directed to Genesys’ support teams shifted, marketing teams began leveraging the community for campaigns, and, rather than recruiting for internal support, the community now has internal volunteers wanting to collaborate more intimately.

Speakers: Matt Lawson, Online Community Manager, Genesys

Location: Baltimore 3

Go From Flat to Fabulous: Getting Noticed in the Modern-Day Inbox

Track: Best Practices & Strategies

In this session, members will learn the art of crafting subject lines and preheaders that make their campaigns stand out. If you’re creating a welcome campaign, Nurture, Events, Renewal or Win-back campaigns, step one is getting your communication opened. You’ll learn how to break out of the old routine. Learn to identify flat subject lines and apply new techniques to “be seen” – go from flat to fabulous.

Speakers: Vivian Swertinski, Senior Manager, Strategic Services, Higher Logic

Location: Eastern Shore 2

How to Market Your Annual Conference

Track: Success Stories: Customer Case Studies

An association's annual conference can provide education sessions from all areas of practice. Learn how one association used targeted marketing and registration analytics to craft and reach segmented populations of its membership.

Speakers: Corrine King, Communications Associate and Database Administrator, Connecticut Bar Association

Location: Annapolis 2

HUG MVPs Share Their Favorite Reports

Track: Data & Analytics

We will discuss our favorite reports (and how they can complement your organizational goals), including some you might not even know exist! Come prepared to tell us which report is your favorite and why. If you don't have one, expect to leave the session with a few new reports you can use once you're back in the office. This will be a roundtable discussion facilitated by Higher Logic MVPs. This will be for intermediate level but all other levels are welcomed.

Speakers: Maral Balayan, Online Community Manager, American College of Obstetricians and Gynecologists

Location: Baltimore 1

Using Data Analytics for Revenue Growth

Track: Data & Analytics

Successful organizations are focused on growth, whether that means driving more event attendance, growing their customer base, supporting retention goals, creating upsell, or even expanding into new products and services. Finding these opportunities for growth depends on data insights and the ability to understand which customer segments have the highest opportunity for conversion. This session will explain how data analytics can be used to help your organization drive more revenue, while lowering costs.
By taking data from your online community, your marketing automation system, and other key source systems, you can start to build a 360-degree view of your organization that will influence how you make strategy decisions. When tasked with growth and increased conversions, it’s no longer enough to repeat what you did last year and hope for different results. You need data insights to understand what programs are performing and which ones need to be cut.

We’ll present case studies and share examples of how organizations today are using data analytics to make more confident decisions that grow revenue.

Speakers: Julie Sciullo, CEO, Association Analytics

Location: Eastern Shore 1

Using UX Best Practices To Design Killer Websites

Track: Best Practices & Strategies

Have you ever wondered where certain items should live on your website? Or what the ideal names for navigation buttons are? What about why users click certain items, how they typically read online, or which website combination colors work best? In this session, we'll explore the answers to these questions and more best practices to help you design effective websites.

Speakers: Laura Schjeldahl, User Group Manager, Dynamic Communities

Location: Annapolis 4

Build an Indispensable Community Strategy With the Jobs to be Done Framework

Track: Executive/C-Level: Strategic Leadership

Is your community a “nice to have” or a “need to have”? If your online community went away tomorrow, would your business survive? Learn how to apply the Jobs to be Done framework to uncover unmet organizational needs within your user community. Leave equipped to build a community strategy and roadmap that turns the “pain” into “gain.”

Speakers: Laura Coscarelli, Senior Community Strategist, Higher Logic

Location: Baltimore 4

Solidify Your Community's Core: Launch Strategy Tips from Your Community Managers

Track: Best Practices & Strategies

When you start your organization's online community, there's a lot to think through. Join Higher Logic's community managers for a session where we'll address the big categories: moderation, internal policy, site setup, member permissions, legal, and launch strategy for additional communities. We'll help you come up with solutions and send you home with a list of questions for your organization.

Speakers: Laura Layton, Community Manager, Higher Logic

Location: Baltimore 5

 1:00 PM - 2:00 PM — Breakout Session 2 

Driving Membership Through Google Analytics

Track: Data & Analytics

Do you know how to leverage Google Analytics to better understand and engage your members? This interactive session will provide tips on how to use Google Analytics to measure success, improve the user experience, and increase conversions (across devices and through email campaigns, online communities, and websites).

Speakers: Dan Scheeler, EVP of Client Engagement, Results Direct

Location: Eastern Shore 1

Community Bells + Whistles: Essential Basic Tips from Your Community Managers

Track: Best Practices & Strategies

Join Higher Logic's community managers as they dive into how to strategically use data to get the most out of your community. You can expect to learn more about:

-Engagement tactics
-Gamification
-Community health
-Presenting metrics to stakeholders
-Tagging

Wondering what else you can get out of your online community? We’ll discuss that, too.

Speakers:
Jessica Leitsch, Online Community Manager, Higher Logic

Location: Baltimore 5

Community Managers Resource Swap Meet

Track: Best Practices & Strategies

Join our collaborative roundtable (and ongoing HUG community) to encourage and support collective problem-solving #AllTogether. The Community Manager's Resource Swap Meet is an informal, fun gathering to exchange resources, tips, tricks and tactics that support our work. Success tastes sweeter when you have someone to share it with, so let’s seize the opportunity to celebrate our achievements and work through pain points together, encouraging growth while expanding our network of community professionals. Bring one nagging issue and one awesome solution to share. We'll work through as many of your community-building topics as time allows. Topics may cover the CMS, your initial launch, engagement strategies, content, planning and tracking, metrics and KPIs.

Speakers: Joshua Slyman, Community Manager, Higher Logic

Location: Baltimore 1

Craft a Creative + Strategic Communication Plan for Your Community

Track: Best Practices & Strategies

Your members and customers will never know what they don't know. Developing a clear communication plan will help you successfully launch your online community, because the more educated people are, the more likely they are to buy in and feel invested. We'll cover the basics of creating a communication plan from strategy to implementation (including staff communications) and review communicating from a creative perspective to include a variety of channels.

Speakers: Shanna Montoya, Online Community Manager, Colorado Bar Association

Location: Baltimore 4

Curating Content with Activity Sync

Track: Success Stories: Customer Case Studies

The American Public Gardens Association used Activity Sync to completely revamp their member login, so that members would receive relevant professional development content. AGPA curated professional development opportunities, webinar content, publications and documents, and presentations and jobs relevant to their users by building six "specialty pages." These are pages that separated their communities into groups for specific areas of expertise.

Speakers: Ken Annan, Systems Integration Manager, American Public Gardens Association

Location: Baltimore 3

Integrated Profile Management (IPM) for Marketing Automation Professional (Informz)

Track: Best Practices & Strategies

Are you looking at your unsubscribe numbers and trying to avoid people removing themselves from all of your email communications? Creating an Integrated Profile Management (IPM) form to allow subscribers to manage their email preferences is a great tactic to increase the effectiveness of your email marketing. The IPM feature is available for iMIS, Membersuite, nFE, Personify integrated accounts, and creates a history of preference activity in your database. This session will provide an overview of IPM within Marketing Automation Professional (Informz) mailings, including why it's important to accompany your unsubscribe form with a preference management form and an explanation of the different approaches you can take (opt in to email groups or opt out from groups). We will end by showing some examples of actual IPM forms.

Speakers: Laura Layton, Community Manager, Higher Logic

Location: Annanpolis 3

Microsite Design Track (Session 1 of 3) – Designing for Higher Logic, CSS Basics, and Quick Wins

Track: Product Capabilities, Technical & Design Guidance

Microsite Design Track (Session 1 of 3) – Designing for Higher Logic, CSS Basics, and Quick Wins

Speakers: Justin Prevatte, Lead, Theme Logic

Location: Eastern Shore 2

The Procrastinator's Guide to Marketing Automation Professional (Informz)

Track: Product Capabilities, Technical & Design Guidance

Have you noticed the “Marketing Automation” tab in your account and wondered what it’s all about, but haven’t had time to take a look? Wondering why the product name changed from Informz to Marketing Automation Professional and what tools come along with it? This session is designed for anyone who wants to learn how to get started with marketing automation campaigns.

Speakers: Vivian Swertinski, Senior Manager, Strategic Services, Higher Logic

Location: Annapolis 2

The Science of Successful Communities

Track: Data & Analytics

To date, managing communities has largely been an art, driven by trial and error and a steady dose of behavioral psychology. Data science, machine learning and artificial intelligence are changing all of that. After studying data patterns on thousands of communities, definitive models of success have emerged. What really drives participation in a community? What are the predictors of a successful site? How do different types of users engage, and how often? We’ll explore data-backed answers to questions like these that have challenged community managers for years.

Takeaway: Improve engagement and retention through the employment of tools like artificial intelligence.

Takeaway: Incorporate data-backed strategies to increase member participation in your community.

Takeaway: Create an engagement plan for sustained results.

Takeaway: Understand behaviors that could be sabotaging your community's success.

Speakers: Heather McNair, Chief Community Officer, Higher Logic

Location: Annapolis 4

Using segmentation to drive loyalty, retention and growth.

Track: Best Practices & Strategies

Customer segmentation is a powerful tool for prioritizing the retention and growth efforts of customeR AND member-focused organizations. Learn how to put segmentation to work to drive renewals, gross retention and expansion for your organization.

Speakers: Jay Nathan, Founder & Managing Partner, Customer Imperative

Location: Baltimore 2

 2:15 PM - 3:15 PM — Breakout Session 3 

How VHMA Empowers Members to Make Data-Driven Buying Decisions

Track: Success Stories: Customer Case Studies

If you look closely at your online community discussions, you’ll likely see patterns in the conversations. One pattern we noticed at VHMA was that members requested recommendations for work-related products and services. On any given week, recommendation requests and responses could comprise up to 25% of all posts. We also noticed that the same questions were asked over and over, cluttering the community with repetitive noise. As an early adopter of new technologies, when Higher Logic introduced a Trip Advisor-style reviews module, we were intrigued. Attend this session to learn why we chose to encourage product and service recommendations in a dedicated reviews portal and hear about our early returns from our go-live in 2019.

Speakers: Benjamin Martin, Vice President, CEO, The Review Society

Location: Annapolis 4


2019 Mobile Benchmark Report: How Does Your App Stack Up?

Track: Best Practices & Strategies

If you currently use a mobile event or engagement app or are considering investing in one, this session will help you understand how your app stacks up. We'll share data from Results Direct Mobile’s 2019 Mobile Benchmark Report of over 200 event and engagement app customers and nearly 2,000 events.

Speakers: Michael Jones, Vice President, Mobile Technologies, Results Direct

Location: Baltimore 3

Automation Rules for Mentor Match

Track: Best Practices & Strategies

Participants will learn how to use automation rules to make their Mentor Match programs more effective and efficient. The session will address using automation rules to follow up on pending mentor requests, welcome new participants, check in with mentors and mentees 90 days after being matched, and send monthly newsletters to matched mentors and mentees, as well as unmatched mentors and mentees. Using the American Health Lawyers Association's mentoring program as an example, the session will also address best practices for advertising mentoring programs, tracking data, removing nonmembers, and checking in annually with matched mentors and mentees.

Speakers: Aliza Epstein, Manager of Member Onboarding and Engagement, American Health Lawyers Association

Location: Baltimore 4

Email Deliverability Pitfalls

Track: Best Practices & Strategies

Join us for a session focused on common email deliverability pitfalls. We'll discuss:Join us for a session focused on common email deliverability pitfalls.

We'll discuss:

• Sending to purchased lists
• Using link shorteners
• Changing your "From" address
• Sending too infrequently
• Exposed URLs with click tracking
• Sending without testing• Sending attachments

Speakers: Dean Canellos, Manager of Deliverability Ops, Higher Logic

Location: Annapolis 3

HUG MVPs Share Their Favorite Reports

Track: Data & Analytics

We will discuss our favorite reports (and how they can complement your organizational goals), including some you might not even know exist! Come prepared to tell us which report is your favorite and why. If you don't have one, expect to leave the session with a few new reports you can use once you're back in the office. This will be a roundtable discussion facilitated by Higher Logic MVPs. This will be for intermediate level but all other levels are welcomed.

Speakers: Maral Balayan, Online Community Manager, American College of Obstetricians and Gynecologists

Location: Baltimore 1

Keep it Agile: Community Management Processes

Track: Best Practices & Strategies

You're just one person managing your community. Do you find yourself rushing to put out fires and never moving forward on big projects or initiatives? Learn from your HUG community manager how to apply agile ideology and associated methodology to get things done in your community, and more importantly, stay sane.

Speakers: Shannon Emery, Community Manager, Higher Logic

Location: Annapolis 1

Microsite Design Track (Session 2 of 3) – Advanced Styles and Breaking out of the Mold

Track: Product Capabilities, Technical & Design Guidance

Microsite Design Track (Session 2 of 3) – Advanced Styles and Breaking out of the mold.

Speakers: Justin Prevatte, Lead, Theme Logic

Location: Eastern Shore 2

The Uniquely Important Role of Community Data in Data Analytics for Associations

Track: Data & Analytics

Associations today use a wider variety of member-oriented software tools (association management software, email marketing, events/meetings tools, learning management systems, etc.) than ever before. Each of these contains useful member data.

No single source of data, however, is more helpful in understanding the ever-evolving interests of your ever-evolving constituencies than the data found in your Higher Logic community.

This session will discuss the concept of "blended data" (pulling together data from all relevant sources) and the unique importance of community data in providing you the truest real-time understanding of your members and their evolving interest clusters.

Blended data is a vital concept for associations in 2020, and this session will define it and provide examples of how associations are extracting meaningful insights from pooled data. Panelists will describe their own experiences and the resulting business impact in areas such as membership retention and growth, event attendance, fundraising, certification, and more.

This presentation details the experiences of Higher Logic customer 340B Health, an association at the forefront of association data innovation, with supplemental context provided by the results of a study of 50 associations, chronicling the most impactful insights that their online community and data analytics efforts uncovered in 2019.

Speakers: Shane Kelley, Director of Member Services, 340B Health

Location: Baltimore 1

The Welcome Campaign Blueprint – Marketing Automation Enterprise

Track: Best Practices & Strategies

Are you looking for strategic insight on how to set up your welcome campaign? Join our Higher Logic Implementation and Strategic Services presenters, who have joined forces to share their combined knowledge (and experience with hundreds of customers) on the best way to set up a welcome campaign. We'll discuss the right number of messages, how to configure your campaign, and the type of content that resonates for welcome campaigns. We'll also share success stories of customers our team has helped launch.

Speakers: Christina Davila, Manager of Implementation, Higher Logic

Location: Annapolis 2

Untangling Topic-Based Communities

Track: Best Practices & Strategies

At the Alumni Association of the University of Michigan, we launched our open forum with a topic-based community. While we’ve had many successes, they came with challenges and valuable lessons learned. We took time to develop an optimized strategy for the next phase of our community’s growth (and you can, too).

Speakers: Bila Muta, CRM Development Manager, Alumni Association of the University of Michigan

Location: Eastern Shore 1

 3:45 PM - 4:45 PM — Breakout Session 4 

Defragging your Member Data

Track: Data & Analytics

The association community has become prey to relying on disconnected point solutions to manage membership databases, engagement, events, learning systems, and revenue streams. Connect members to your technology and increase awareness of the important member information you may be losing through fragmented technology and isolated, dark data. This way, you can focus on what really matters – your mission and your members.

Speakers: Erica Wisor, Partner Marketing Coordinator, Community Brands

Location: Baltimore 3

Develop a Successful Member Onboarding Campaign Using Higher Logic

Track: Best Practices & Strategies

At the Association for Information and Image Management, we struggled with creating a personalized new member onboarding strategy due to various information silos. So we narrowed our focus and centered our strategy around actions in Higher Logic: encouraging participation in our new member orientation, becoming active in communities, building out the member profile, and posting that first message. We also rewarded efforts with badges so that member participation was acknowledged and easily noticed by others. In doing all of this, membership retention increased 2.5% in first year. Learn how to launch your own onboarding program by simply utilizing the tools already built out in Higher Logic.

Speakers: Jessica Lombardo, AIIM

Location: Baltimore 4

Email Deliverability Best Practices

Track: Best Practices & Strategies

Join us for a round table session to discuss email deliverability ideas and best practices:
• Using purchased lists
• Understanding email authentication
• Managing subscribers (removing inactive subscribers)
• Monitoring your results + understanding deliverability metrics

Speakers: Dean Canellos, Manager of Deliverability Ops

Location: Baltimore 1

Expand Your Targeting Capabilities

Track: Data & Analytics

Effective targeting is the first step to take on your journey to providing a more personalized user experience. Improved targeting results in greater audience engagement and less email fatigue. Did you know you can create robust target groups within the Marketing Automation Professional platform? This session will cover the capabilities of the segmentation tool and provide strategic guidance on when and how to use them.

Speakers: Vivian Swertinski, Senior Manager, Strategic Services, Higher Logic

Location: Annapolis 2

How We Took Our Blogging Program Beyond the Basics

Track: Best Practices & Strategies

Join us to walk through how a strong blogging and content program can be used as a tool to convert people to member status in associations and grow populations in public-facing, opt-in communities. We'll discuss tips and tactics for nurturing the blogging population, gathering content ideas, and using blogs as a tool for both external SEO and cross-pollination within communities.

Speakers: Will Machin, Senior Community Manager, Higher Logic

Location: Baltimore 5

Microsite Design Track (Session 3 of 3) – Running a Successful Website Redesign Project

Track: Product Capabilities, Technical & Design Guidance

Microsite Design Track (Session 3 of 3) – Running a Successful Website Redesign Project

Speakers: Justin Prevatte, Lead, Theme Logic

Location: Eastern Shore 2

Raising The Bar On Design In Higher Logic

Track: Best Practices & Strategies

When you start your organization's online community, there's a lot to think through. Join Higher Logic's community managers for a session where we'll address the big categories: moderation, internal policy, site setup, member permissions, legal, and launch strategy for additional communities. We'll help you come up with solutions and send you home with a list of questions for your organization.

Speakers: Danielle Zimmerman, VP, Customer Engagement, Quick Base

Location: Annapolis 4

Supercharge Learner Engagement by Integrating Your LMS + Community

Track: Best Practices & Strategies

SRA International wanted to deliver a seamless user experience on an easy-to-navigate platform to help increase learning engagement among its members. SRAI was already utilizing Path LMS for its live and on-demand webinars and course, but by integrating its Higher Logic community with the pre-existing LMS, they were able to increase engagement, interaction, education history, and discussion.

In this session you’ll learn:
-Best practices for integrating your LMS with your online community
-How to utilize badges + gamification to kick your engagement up a notch
-What’s beyond the LMS + community integration: your organization’s digital ecosystem

Speakers: Dilyana Williams, Marketing & Communications Director, Society of Research Administrators International

Location: Eastern Shore 1

The Procrastinator's Guide to Marketing Automation Enterprise

Track: Best Practices & Strategies

Have you noticed that “Automation” tab in your account and wondered what it’s all about, but haven’t had time to take a look? Are you curious why the product name changed from Real Magnet to Marketing Automation Enterprise, and what tools came along with that? This session is designed to help anyone interested in utilizing marketing automation campaigns and give you tips on where to start. We’ll walk through why marketing automation is an important tool, different use cases where it can be compelling, the top campaigns to try first, and what's actually being automated. Come join the presenters to discuss how you can get started on welcome/drip campaigns, event promotion, landing pages, and A/B testing.

Speakers: Christina Davila, Manager of Implementation, Higher Logic

Location: Annapolis 3

 Wednesday, November 20 

8:00 AM - 5:00 PM — Registration Open

8:00 AM - 9:00 AM — Breakfast

9:00 AM - 10:15 AM — Keynote

 11:00 AM - 12:00 PM — Breakout Session 5 


Advanced Automation Rules Workshop

Track: Best Practices & Strategies

In this session, we're getting hands-on with automation rules and exploring their capabilities. We'll share how to conceptualize, build, and test advanced automation rule campaigns using multiple functionalities, complex logic, and plenty of customization. If you feel comfortable with automation rules, and you're ready to experiment and tinker beyond the basics, this is the session for you. Only adventurers need apply!

Speakers: Lindsay Starke, Lead Community Strategist, Higher Logic

Location: Eastern Shore 2

Content as Currency: How the Future of Associations Looks a Lot Like a Media Company

Track: Best Practices & Strategies

When Community Associations Institute created HOAresources.com with the help of Revmade, they had to develop a cohesive strategy for success. Their solution? They approached this challenge as a modern media companies such as Time Warner, Amazon Studios, or Netflix would. And they leveraged their most valuable commodity, Community Content, into business success and transformed their association into a future-forward organization in the process.

During this session, you’ll discover how Community Associations Institute in conjunction with their digital marketing partner, Revmade were able to meet their growth targets with anticipated earnings of $100,000+ for FY2020. How they maintained the value of their community, CAI Exchange, as a wildly popular member benefit while expanding it to 55,000 members with 200 unique discussions per month. And how they use CAI Exchange as a major membership prospecting and recruitment tool.

Speakers: Amy Repke, Vice president Communications & Marketing, Community Associations Institute

Location: Annapolis 3

Design By Committee LIVE: How to Design, Test + Deploy Changes to Your Site

Track: Product Capabilities, Technical & Design Guidance

Come one, come all to this daredevil session full of wonder, CSS, and custom layouts. Phil Foss shares his high-flying in-browser design technique to redesign a microsite homepage LIVE before your eyes. Hecklers will provide art direction throughout the show.

Speakers: Phil Foss, Designer, HighStrap

Location: Baltimore 5

Does One Size Fit All? Tailoring Best Practices to Your Community

Track: Best Practices & Strategies

Community engagement strategies are like a good suit. Sometimes the suit fits great right off the rack, but other times the suit would fit better with a little tailoring. Join this session to learn how to build off of engagement best practices, so that you are enhancing, changing and tailoring them to fit your community’s unique needs.

Speakers: Annie Moncure, Senior Community Manager, Higher Logic

Location: Baltimore 3

Engage New Members with Automation

Track: Success Stories: Customer Case Studies

In this session, we'll provide an overview of Air Line Pilots Association, International (ALPA) and how we addressed a need of one of our pilot groups. Their goal? To greet and engage new members within the first year of employment. Using Higher Logic marketing automation, we set up a campaign that runs unattended throughout a member's first year of employment from new hire to first year anniversary.

Speakers: Chris McCarthy, Supervisor, Air Line Pilots Association

Location: Baltimore 2

Increasing Post-Event Retention Rates Through Unique Automation + Community Engagement

Track: Success Stories: Customer Case Studies

Our team improved and increased our membership retention rates after our large annual conference. How? Through unique automation, using Marketing Automation Professional, online communities, and other Higher Logic tools. As a part of the event, attendees that had never had a paid membership received one free of charge for attending the conference. We utilized marketing automation email campaigns to integrate these new members prior to the conference. To encourage those that received free memberships last year, we used other segmented messaging campaigns and online interaction to maintain their active membership. These initiatives resulted in some of the highest membership numbers we've seen since 2017.

Speakers: Kaitlynn Malinowski, Marketing Associate, Innovatis Group

Location: Annapolis 2

People, Context, and Need: Strategies for Integrating your Community and LMS

Track: Best Practices & Strategies

In an article posted to the Association for Talent Development website, contributor Laurent Pacalin states: “70 to 80 percent of training budgets are spent on formal learning, but as many studies indicate, nearly 80 percent of what people actually learn within a job role is achieved informally." It is well established that formal training offered through a learning management system (LMS) is critical to an organization’s mission to educate its community. With that said, we rarely give appropriate attention to informal or social learning through one’s online community, primarily because an online community is typically hosted outside the LMS or learning domain within an organization’s web presence.

In this session we will discuss ways to leverage your LMS and online community to provide holistic education experiences that can significantly impact your stakeholders. Attendees will learn:

• How to create a seamless experience between your online community and LMS
• Steps for enhancing formal or curriculum learning opportunities with peer engagement and active participation
• How you can create communities of practice to further enhance sectors of learners with specific levels of experience, credentials, or expertise

In this session, you'll hear from Richard Finstein, CEO of CommPartners, and a panel of association executives who have fostered integrated approaches to contextual, community, or social learning.

Speakers: Richard Finstein, Chief Executive Officer, CommPartners

Location: Baltimore 1
Using Online Communities to Increase Committee + Board Volunteer Collaboration

Track: Success Stories: Customer Case Studies

Does your association struggle to keep your committee members engaged and on task? Utilizing its online community, PPAI has identified ways to increase collaboration among committee members and keep the committee work flowing between meetings, which has lead to increased volunteer satisfaction and more productive committees/boards. Learn some of the tips and tricks we have developed and identify ways you can incorporate your online community in committee/board collaboration.

Speakers: Melissa Weber, Professional Development Manager, PPAI

Location: Annapolis 4
What's Next? Leaders of Mature Communities Share Their Secrets for Success

Track: Best Practices & Strategies

Join us for a panel discussion with the CFP Board and the American College of Radiology about engagement best practices around mature communities.

CFP Board: After having a community for two full years, CFP Board will share success stories, learnings, and best practices for engaging members in the community.

American College of Radiology: Along the way, we’ve learned a lot and have developed some best practices to maximize engagement with members. We'll share tips on big community topics, including the following: blogging, tagging posts, posting tips of the week, spotlighting your top members, sending out surveys and seed questions, hosting Ask the Expert events, our Engage Steering Committee, and much more.

Speakers: Lila Elliot, Senior Manager, Education, Higher Logic

Location: Baltimore 4

 1:00 PM - 2:00 PM — Breakout Session 6 

Ambassador Programs: Your Passport to a Successful Community

Track: Best Practices & Strategies

During this interactive panel discussion with Connex and AAAS, you'll discover what it takes to create a successful community ambassador program.

Connex
A real conversation about the process of creating buy-in from internal stakeholders, building ambassadors from the beginning, thinking about which modules to utilize for optimizing engagement, and what’s been most successful. Looking at stats and data to drive the layout and functionality with a strategic plan.

AAAS
After a year of onboarding and planning, the American Association for the Advancement of Science (AAAS), the world's largest multidisciplinary scientific society and a leading publisher of cutting-edge research through its Science family of journals, launched its members-only community "AAAS Member Community" for its 120k member-strong organization.

Join the AAAS presentation to learn tips and tricks from the team who managed the implementation and launch.

Speakers: Lauren Culpepper, Digital Marketing Manager, HCK2

Location: Baltimore 5

Breaking Down Barriers to Your Marketing Automation Pro (Informz) Adoption

Track: Product Capabilities, Technical & Design Guidance

Bring us your frustrations, irritations, and minor glitches. This session is dedicated solely to working individual issues out in a live group setting. You name it, we'll solve it: Campaign workarounds, target group creation and maintenance, advanced targeting options. Pro tip: Utilizing Marketing Automation Pro's (Informz) capabilities in non-traditional ways is often the answer. (Please also bring your laptops, because we don't want to just show you; we want to solve problems live in the environment you work in.)

Speakers: Jason Glei, Vice President of Marketing & Information Technology, National Parking Association

Location: Eastern Shore 2

Estudio de caso: Creando un micrositio en Español (Case Study: Creating a Spanish-language Microsite)

Track: Success Stories: Customer Case Studies

The world is increasingly global - as are our communities! When our company acquired a Spanish language user group, we were given the task of creating a Spanish-language web experience and integrating their community with our current Higher Logic platform-driven site. Launched in March 2019, www.d365ug.com/es is a Spanish-language HL microsite with a Spanish Open Forum, local Spanish chapter communities, and a Spanish resource library community. This session will cover how we created a Spanish language microsite from concept to execution, how it works with our current English language site, and explore lessons we learned along the way.

Speakers: Marghet Hager, Member Community Manager, Dynamic Communities

Location: Baltimore 4

How to Market Your FREE Events and Services

Track: Best Practices & Strategies

Free events and services are great member benefits, but only if members take advantage of them. Learn how one organization marketed free events and annual promotions by incorporating them into pre-planned communications and a strategic automated campaign. Here are some of the impact metrics we used to measure our success that we will discuss during this session:
• Open rate
• Click-through rate
• Conversion rate – event registration, product “purchase”
• Two-year comparison of data
• Comparing future purchase after taking advantage of free “purchase”
• Member retention rate

Speakers: Corrine King, Communications Associate and Database Administrator, Connecticut Bar Association

Location: Annapolis 2

Managing Communities for Large Organizations- Session I of 2

Track: Best Practices & Strategies

Are you looking to launch or have you launched a community site for your large organization? Are you experiencing management pain points? During this session, we will dive into the critical questions and considerations to keep in mind when formulating a management structure that fits your organizational needs, drives efficiency, and positively impacts community metrics. The American Bar Association's Chelsea Beran will share lessons learned from overseeing a large and complex community system.

Speakers: Jenny Taylor, Sr Manager of Strategic Services, Higher Logic

Location: Baltimore 1

Personalize Your Data and Personalize the Member Experience

Track: Data & Analytics

Industry reports and benchmarking data prove that a meaningful member experience is key—it’s the how that’s tricky. With a plethora of member types and engagement preferences, the process can feel daunting. Here’s the thing: you probably already have most of the resources necessary to deliver not only what members ask for, but what they didn't even know they needed. The key to success is personalizing your member data. Come explore how three organizations that have adopted their own customized data intelligence and personalized member engagement programs. Debate issues like data overload, jumping on the industry bandwagon, and how customizing content and experiences for your members has always been essential.

Takeaway: Analyze what constitutes a complete, personalized engagement experience for different organizations.

Takeaway: Present a cohesive framework for outlining your own information ecosystem and incorporating custom content into your programs.

Takeaway: Learn to take behavioral and transactional data that members already automatically generate—topics discussed, content downloaded, emails opened, or courses completed—to communicate, engage with, and serve them better.

Takeaway: Dive into examples of how to find and apply behavioral and transactional data to your membership programs.

Speakers: Vivian Swertinski, Senior Manager, Strategic Services, Higher Logic

Location: Annapolis 3

The Migration Roller Coaster

Track: Best Practices & Strategies

Join this session to walk through Broadcom's use case. In June 2019, we migrated to Higher Logic, merging two (Jive, Lithium) communities into one. We'll break down the build and walk through challenges and process for new or potential customers.

Speakers: Jason McClellan, Sr. Manager and Platform Administrator of Global Community, Broadcom

Location: Eastern Shore 1

Turn Your Community Into a Content Gold Mine By Sourcing Member-Generated Content

Track: Best Practices & Strategies

This session will focus on using data and engagement within your community to develop content, stories, and marketing for your organization. This will be a hands-on session teaching you to utilize the community discussion board content, so you can generate valuable stories and insights on current initiatives impacting your organization and members.

Speakers: Ken Root, Director of Marketing and Communications, Association for Advancing Physician and Provider Recruitment (AAPPR)

Location: Baltimore 3

 2:15 PM - 3:15 PM — Breakout Session 7 


A National Initiative to #RethinkJails: Using a Private Online Community to Advance Local Justice Reform

Track: Best Practices & Strategies

In 2017, the Pretrial Justice Institute developed a microsite of their University of Pretrial called SJC Exchange. This loose network of multidisciplinary professionals posed a challenge to building a cohesive community. The community has since grown to over 1,300 justice system stakeholders. Learn how we promote engagement through our onboarding process. We will talk about our use of automation rules, promotion at in-person events, and use of an orientation eLearning program to help users become comfortable with the community. We’ll also discuss how we use web meetings, webinars, an ever-growing library, subcommunities, partner service providers, and continuous feedback to maintain an engaged community.

Speakers: Bryan Taylor, Manager of Technology Innovation, PRETRIAL JUSTICE INSTITUTE

Location: Eastern Shore 1

Brace Yourselves: Let Community Bring the Feedback to You

Track: Best Practices & Strategies

Learn how to use your online community platform to conduct early adopter program testing for new features, products, or processes for your organization. Early adopter programs, while providing potential for multiple business use cases, focus on the customer to get you the feedback you need to make changes exciting for your customers.

Speakers: Shannon Emery, Community Manager, Higher Logic

Location: Baltimore 3

Driving Advertising Dollars Through Your Online Community

Track: Best Practices & Strategies

Learn from two media sales experts on how to create a digital ad sales plan for your online community. We'll share two case studies on different approaches to generate sustainable advertising revenue.

Building new revenue into a digital product requires strategy, refinement, and tenacity. Learn how two different professional associations generated digital ad revenue in their online communities. The American Industrial Hygiene Association built and won with a sales approach of a monthly exclusive advertising package. The American Academy of Audiology created an annual ad sales package that delivered maximum year-long visibility for one company. Join Todd and Samantha to learn how they created the packages, brought them to market, and the results that they have delivered by leveraging ad inventory on the Higher Logic community.

Speakers: Todd Eckman, Sales Manager, MCI USA - Sales Solutions & Services

Location: Baltimore 4

Everything You Need to Know About Building a Robust Ambassador Program

Track: Best Practices & Strategies

In this session, we'll walk through who should be an ambassador and how to identify community leaders for the program. Next, we'll discuss the role of an ambassador and technical tips for building the program. Finally, we'll review use cases of successful ambassador programs, highlighting the outcomes and benefits from running an ambassador program. Corporate and association audiences will both benefit from this session.

Speakers: Jessica Leitsch, Online Community Manager, Higher Logic

Location: Baltimore 5

How to Implement + Market a Community Mobile App

Track: Best Practices & Strategies

With the advent of responsive web design, there is a school of thought that says the need for apps is decreasing. In this session, we will host a discussion exploring some best practices for implementing and marketing a community mobile app, as well as present an app marketing plan. For the cynics in your organization who say “but what’s the ROI?” we’ll go over that, too.

Speakers: Susan Willner, Community Management, American Society of Nephrology

Location: Annapolis 1

How To Maximize Growth, Engagement, And The Value of Your Community

Track: Best Practices & Strategies

Far too many communities are stuck with low levels of participation and failing to deliver on their potential. Their approach to growing the community is to send a few emails and hope members drift in.

During this talk, FeverBee’s Richard Millington will guide you through a counter-intuitive approach to increasing the level of growth, engagement, and value of your community. Instead of overwhelming your audience with promotional emails, you’re going to learn how to gradually expand the scope of the community to satisfy increasingly more needs and desires of your audience over time.

By the end of this talk, you will have a clear plan of action for growing your community, increasing the level of participation, and maximizing the value of your community.

Speakers: Richard Millington, Founder, FeverBee

Location: Woodrow Wilson Ballroom

Leverage Curated Content to Retain Younger Members

Track: Success Stories: Customer Case Studies

Does your organization struggle with retaining younger members? Find out how to curate relevant content for this audience to infiltrate and empower their social networks. Engagement starts with community. Explore how to create a "younger member portal" through Higher Logic functionality.

Speakers: Tirza Austin, Senior Coordinator, Online Community, American Society of Civil Engineers

Location: Eastern Shore 2

Making Sense of Unstructured Community Data

Track: Data & Analytics

Communities create a wealth of unstructured data: things like discussions, searches, and other forms of text-based content. This data is incredibly valuable for understanding what members care about, what they’re saying, how they feel, and what motivates their participation in your community.

This session will present a case study on how ASAE analyzes its unstructured community data to understand trends and respond in real time. Instead of guessing at which topics are most relevant to its members, ASAE uses insights from the community to understand what topics are most interesting to each segment of its community.

We will explain how data analytics can elevate the member experience by allowing your organization to better personalize member-facing content and how data analytics can lead to increased marketing conversions and revenue. Join Association Analytics and ASAE to discover the innovative ways that businesses are using community engagement data to understand trends and to inform overall strategy and decision-making.

Speakers: Julie Sciullo, CEO, Association Analytics

Location: Annapolis 4

Managing Communities for Large Organizations- Session 2 of 2

Track: Best Practices & Strategies

Now that you have clarity around the community admin management structure you need to succeed (refer to Part I), come learn more about the tools Higher Logic has available to support your efforts! We will debrief Higher Logic admin functionality and provide tactical recommendations (including templates) that you can begin to leverage immediately. As a bonus, the American Bar Association's Chelsea Beran will share more lessons learned.

Speakers: Jenny Taylor, Sr Manager of Strategic Services, Higher Logic

Location: Baltimore 1

Managing Strategic Transition: Building Community Into Your Organizational Structure

Track: Best Practices & Strategies


Building a case for community can be an uphill battle in many organizations – it took our organization two years to make the investment in Higher Logic, and another year-and-a-half to allocate appropriate staff resources. But it doesn’t end there. In this session, you can expect to get answers to the following questions:

-Once you have the buy in, how do you keep community a priority through periods of organizational change?
-What happens when there is a transition at the leadership level?
-What happens if budgets shift?
-How is community prioritized in the strategic planning process?

We’ll also discuss strategies for integrating community into organizational priorities, so that it becomes a part of work being done across the organization.

Speakers: Laura Lee Charles, Senior Manager, Network Engagement, Interise

Location: Annapolis 2

What We Built: Ideas You Can Use (Session 1 of 2)

Track: Product Capabilities, Technical & Design Guidance

In this session, you’ll get to see three 15-minute presentations where we will highlight different ideas that Higher Logic customers have implemented on their Online Community sites. Discover What our customers built, the challenges they solved, and walk away with ideas to extended the capabilities of the Online Communities platform.

Leveraging, Higher Logic Widgets and Tags to Create a Dynamic Library
This session will focus on the structure of the Alumni Association Education Gateway and how we leveraged Content Feed Widgets, Formal Tags, and Security Groups to create a dynamic personal experience. The gateway uses some JavaScript and HTML customization in combination with the powerful Hl tools to create a unique experience.
o Bilal Muta, Alumni Association of University of Michigan

Supercharge Your Higher Logic Sites Today with Third-Party Plugins
With the rapid growth of the Higher Logic platform has come the demand and available of third-party Plugins that quickly and easily improve the look, usability, and functionality of your Microsites. Come along with HUG MVPs Justin Prevatte and Brett Wangman on a guided tour of currently available third-party Plugins, how to use them, and what they do to make your sites better. Real-world examples and ready-to-use code is the name of the game. Leave the session with a list of plugins you can use on your sites today.
o Brett Wangman, The Center for Association Growth
o Justin Prevatte, Theme Logic

Advanced Interaction Controls for your Tables using Data Tables
In this session, we'll demonstrate a simple way to allow your admins to present information and your users to access that information by adding interactivity to your current HTML tables using DataTables. DataTables is a powerful jQuery plugin for creating table listings and adding interactions to them.
o Joshua Barillas, AACSB International

Speakers: Lila Elliot, Senior Manager, Education, Higher Logic

Location: Annapolis 3

 3:45 PM - 4:45 PM — Breakout Session 8 

AMS + Online Community = Better Data Integrity, Operational Efficiency, and Member Engagement

Track: Success Stories: Customer Case Studies

Associations have long valued the role played by communities in providing their members with a place to share ideas and learn from peers. Similarly, when it comes to managing and monitoring the overall health of their business, they’ve come to realize the important role played by their association management software (AMS). Separately, these are two impactful applications, but together, they can be a great deal more.

In this informative session, hear how The Association of College and University Housing Officers – International (ACUHO-I) combined the power of their online community and AMS to improve the integrity of member data, build a more comprehensive history of their volunteers' involvement with the association, and help volunteers more effectively accomplish their work for ACUHO-I.

Speakers: Shaun O'Reilly, Vice President, Marketing, MemberSuite

Location: Baltimore 5

Building Diversity + Inclusion Into Your Digital DNA

Track: Best Practices & Strategies

Digital technology provides a medium for communicating with customers and members alike through the web, online communities, and email marketing. But building diversity and inclusion into your digital roadmap takes more than a few passes to get right. In developing a new website, I will share insights as the project manager responsible for ensuring Connex’s online footprint matches the world we live in, as well as the company they're striving to become. In this session, I'll share the challenges and successes along with the stats to support this initiative.

Speakers: Lauren Culpepper, Digital Marketing Manager, HCK2

Location: Annapolis 2

From Community Zero to Community Hero!

Track: Success Stories: Customer Case Studies

After four years of zero engagement using our AMS’ out-of-the box “community” tool, we took an out-of-the-box approach and skyrocketed engagement via Higher Logic.

After launching in July of 2018, we had phenomenal growth from day one: 420 users in the first week to nearly 4,000 unique users today. The Hub consistently has an average of 40-50 new users each week and 175-200 returning users each week. Conversation is fast and robust, and the members just keep coming back! Join us to learn how we started from scratch and brought this incredible tool to our members in just a few months. It wasn’t easy and required a lot of preparation and forethought, but in the end, our community has proved to be a tool our members can’t live without.

Speakers: Jennifer Richards, Director, Membership, American Association of Airport Executives (AAAE)

Location: Annapolis 4

Give Them What They Want: Using Communities to Unite Your Membership

Track: Best Practices & Strategies

What do you do when you have members or stakeholders who think their challenges are unique and require more staff resources than you can allocate? In this session, learn from two association executives who used online communities to unite their disenfranchised unicorns and build a home where they feel empowered and supported.

Learn how we decreased member complaints by 50% and developed over 30 new communities of practice within the Special Libraries Association. Explore how MCI USA worked with Exis, a global commercial real estate brokerage and advisory organization, to developed 12 communities of practice where members work together to identify new business leads in a particular industry.

Speakers: Kate ODonnell, Senior VP, MarCom & Brand Strategy, MCI USA

Location: Annapolis 3

How We Built It: Idea Lab (Session 2 of 2)

Track: Product Capabilities, Technical & Design Guidance

How We Built It: Idea Lab (Part 2 of 2)
During this round table session, you’ll have the opportunity to explore the Idea Lab and learn how each of our customers built or customized the Online Communities site. Similar to a speed networking event, you’ll have the opportunity to rotate between each roundtable in the Idea Lab. Stationed at each round table, we’ll have a different innovator at the ready to give you an in-depth walkthrough of how they built their idea. After attending the Idea Lab, you’ll walk away inspired and equipped with the necessary steps to incorporate these innovative ideas on your Online Communities site.

 Leveraging, Higher Logic Widgets and Tags to Create a Dynamic Library
 Supercharge Your Higher Logic Sites Today with Third-Party Plugins
 Advanced Interaction Controls for your Tables using Data Tables

Speakers: Lila Elliott, Senior Manager, Education, Higher Logic

Location: Baltimore 1

Leveraging Higher Logic to Advance Organizational Goals

Track: Best Practices & Strategies

Calling all Community Managers! If you are responsible for your association’s online community, you likely field questions from upper management and the Board of Directors about why your community exists at all. How can you demonstrate your purpose and ensure you are developing activities throughout the year that support your strategic goals? Drawing inspiration from proven techniques at our own association, the American Association of Pharmaceutical Scientists (AAPS), we will talk through ideas for creative solutions to your association’s goals, including:
• Consider your governance structure
• Run Ask Me Anything sessions
• Use community to seek volunteers
• Drive membership with community tools
• Manage committees using community

By advancing your understanding of how to tie metrics to your broader mission and values, you’ll strengthen your entire organization. You’ll leave this session with new ideas for how to make your community work for the organization, and how your community is connected to the broader goals on your strategic roadmap.

Speakers: Katie Baumer, Senior Manager, Education, Higher Logic

Location: Baltimore 4

Marketing: Secrets to Qualifying Leads Like Sales Does

Track: Best Practices & Strategies

Marketing is starting to replace many of the traditional sales functions in organizations. According to CEB/Gartner, nearly 60% of the purchase decision is already made before prospects engage with a sales representative.

Marketing is now the driver to a company's growth in many organizations. In some cases, it's outpacing Sales in finding prospects and converting them into customers.

This session focuses on how to turn your marketing team into a revenue-generating engine through website, forms, and online experiences.

Speakers: Christopher Antonopoulos, CEO, Measured Results Marketing

Location: Baltimore 3

Put Jobs Theory into Practice with Outcome-Driven Innovation

Track: Best Practices & Strategies

Struggling to get internal buy-in for your online community at your organization? Improve the adoption of the Higher Logic platform by understanding your co-workers’ Jobs to be Done. Apply the Jobs to be Done framework to uncover the “real” underlying pain points that your team members are experiencing every day, and identify their desired outcomes that can be achieved easier, better, and faster with an online community platform.

Speakers: Laura Coscarelli,Senior Community Strategist, Higher Logic

Location: Eastern Shore 2

Six New Idea$: Not Your Average Non Dues Revenue Strategy

Track: Best Practices & Strategies

While average associations get the biggest chunk of annual revenue from membership dues, reliance on dues revenue is waning. According to the last ASAE Foundation’s Association Operating Ratio Report, over the last 65 years, the percentage of association revenue from dues has plummeted from 95.7% to 45.4% for trade associations and 30% for professional societies.

To continue to effectively fund operations while holding dues increases at bay, many organizations are focused on driving non-dues revenue. But we can’t depend on our members to be satisfied with the same-old, same-old concepts. At the same time, millennials are taking over workplace buying decisions and have new expectations about engaging with the organizations they work with. Plus, your sponsors and advertisers demand the fresh opportunities that will keep them digging in their pockets to support your association.

This session explores six unique ideas that will inspire you to implement innovative non-dues revenue campaigns, including:
- Pay for Access
- Retargeting
- Naming Rights
- Online Reviews Portal
- Sponsored Content
- Automation Rules Advertising.

There's untapped and unexpected value right in your Higher Logic community. Join this session and we’ll share the po$$ibilities.

Speakers: Teri Carden, CEO, 100Reviews

Location: Eastern Shore 1

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