Virtual Edge Summit 2012 Program and Schedule

Sunday, January 8, 2012

6:30 pm   8:30 pm      Welcome Reception at Manchester Grand Hyatt

Monday, January 9, 2012

7:00am-5:00pm          Registration Open

7:30am-8:30am          Networking Breakfast and Learning Loune

8:30am-9:45am          PCMA Opening General Session: Rules for Epic Wins that Fascinate 

9:45am-10:30am        Refreshment Break

10:30am-11:45am     The Digital Future of Physical Events

Discover how online technologies such as streaming, telepresence, location-aware devices, augmented-reality, RFID, QR codes and more are being used to engineer vivid physical event experiences – creating more interactive, agile events with new services, navigation and models for sponsorship.

Learner Outcomes:

  1. Gain a better understanding of the digital technologies affecting physical events.
  2. Determine how you can best use and monetize these technologies.
  3. Formulate your own plan for how these technologies can be embedded into your next event.


John Jainschigg
World2Worlds, Inc.

Eric Olson
General Manager

Choosing Your Digital Engagement Tool

From Webcasts to virtual trade shows and interactive environments, there are a host of digital tools to drive engagement. But which is right for you? Learn to analyze and apply the ones that best fit you and your attendees.

Learner Outcomes:

  1. Prepare a plan for driving two-way interaction with attendees against specific business goals.
  2. Align business objectives with the right digital engagement tools.
  3. Build programs that harness the power of integrated media, multimedia solutions and emerging technologies.


Kathleen Connolly
UBM Studios

Kristin Beaulieu
SVP Sales & Development, East
UBM Studios

Designing Online Events for Compelling Attendee Experiences

It’s time to do away with conventional wisdom in favor of tactics that are truly engaging. It’s time to give your digital events a unique personality. Come learn to rethink your online events from an attendee’s point of view.

Learner Outcomes:

  1. Rethink online events from the customer/attendee point-of-view.
  2. Create engagement tactics for your events that are truly engaging.
  3. Develop a “personality” around your events.

Kathryn Barrett
Webcast & Online Event Producer
O’Reilly Media, Inc.

Twenty-First Century Learning in Virtual Environments

Examine the changing landscape of learning in the 21st century and how traditional models of education are giving way to more engaging learn-anywhere models. You’ll gain a deeper understanding of how to “drill deep” with virtual event participants; how to increase their engagement; and how to help them retain more information and have more meaningful learning experiences.

Learner Outcomes:

  1. Increase your learners’ retention of presented information.
  2. Help attendees take home something “meaningful” from each of your events.
  3. Develop strategies to increase participant engagement in the learning process.


Emma King
VP of Learning

David Wilkins
VP Taleo Research

12:00pm-1:00pm        Lunch – Room 28 Foyer

1:15pm-2:15pm          VES General Session: The Great 2012 Digital Debate

As we enter 2012 with years of experience in virtual events and meetings for education, collaboration and marketing, what have we learned and what does it mean for the future? This leadership panel will explore both sides of the big issues: What is working today and what isn’t? What is the business model that’s needed to make virtual extensions work for associations? Is self-service working — is it making it easier to launch events, or is it making it easier to launch poor experiences? What will the integrated event of the future look like? How are virtual exhibits working and for whom? What else is working for monetizing virtual programs? Will it be 2D, 3D or simple streaming in the future – does it matter? What’s the ROI on virtual engagements and how do we measure it? What talent is needed in-house versus outsourced? These and many more issues will be hotly debated from the stage and the floor. You don’t want to miss this!

Learner Outcomes:

  1. Decide if virtual exhibits will be a part of your strategy going forward.
  2. Determine the best measurement of success for your virtual engagements.
  3. Prepare for the future of virtual events and environments.


Larry Cook
Sr. Manager, Events

John H. Graham, CAE
President and CEO
ASAE: The Center for Association Leadership

Tony Lorenz
bXb Online

David Rich
Senior VP, Strategy & Planning, Worldwide
George P. Johnson

Tony Uphoff
UBM TechWeb

Kathy Visser-May
US Marketing Channels and Analytics Director

John Jainschigg
World2Worlds, Inc.

2:45pm-3:45pm          Creating Memorable Online Events

Jonathan Finkelstein, producer of the world’s longest running virtual conferences, explores unique online group and social networking activities that take participant engagement to the next level. Finkelstein will showcase real-world examples from virtual conferences conducted by the Smithsonian, the American Association of Museums, the New York City Department of Education and the American Library Association.

Learner Outcomes:

  1. Identify the types of experiences most memorable to online audiences and craft your own plan for including them in your events.
  2. Use proven techniques and strategies to increase the interaction of event participants.
  3. Teach your subject matter experts to facilitate and encourage virtual discussions.


Jonathan Finkelstein
Founder & Executive Producer

365 Engagement: Making the Leap from Event to Environment

The transition from virtual event to ongoing engagement exposes the gap between event organizers and marketers – a gap that requires filling for ongoing virtual engagements to be successful.  Learn how two companies bridged that gap, allowing them to maximize interactions and more quickly reach their goals.

Learner Outcomes:

  1. Identify the metrics to help determine if you’re ready to make the leap from events to a 365-virtual engagement.
  2. Define the additional content, resources, engagement strategies, marketing plans and community building tactics you’ll need to ramp up.
  3. Create a budget for a 365 environment so you can set goals and benchmarks.


Steve Gogolak
Director of Media & Webcasting

Stacey Clement
Marketing Director

Centralizing a Virtual Meeting Program

In 2002, PricewaterhouseCoopers created a dedicated function within its Meeting & Event Services group to centralize the management of virtual meetings.  What started as one full-time virtual meeting manager with 50 events, is now a team of six, planning 1,000 events each year.  Come hear why PwC believes centralization of the virtual meeting function is critical to enterprise-wide success.

Learner Outcomes:

  1. Determine if centralizing your various virtual event programs is right for your organization.
  2. Define your staffing requirements for such centralization.
  3. Develop a plan for gaining internal support for virtual events.


Terry Schmidt
Sr. Manager, Virtual Meetings

Alison Burns
Manager, Virtual Meetings

The Integrated Event: In Person, Online and Mobile

In just a short time we’ve seen a shift from isolated systems of registration, virtual, community, learning and membership all working together but in their own silo, to the need for fully integrated solutions that span the gamut of computer, tablet and smart phone. This session will help you understand the current state of technology integration, where it’s going and how you need to prepare.

Learner Outcomes:

  1. Identify the siloed systems within your organization that are in need of an integrated solution.
  2. Determine how the future of these integrations will affect your events.
  3. Prepare a technology plan that puts you ahead of the curve.


Tara Thomas
Vice President, Global Marketing
Certain Software

Annie Yuzzi
Director of Marketing, Partner Enablement and Events

4:00pm-5:00pm          Capturing, Repurposing and Monetizing your Event Content

Planners share their successes with capturing, packaging, promoting and monetizing their physical event content. We’ll cover the costs, the revenue potential, the technology and the possible facility issues. You’ll be producing your first virtual event in just 60 minutes!

Learner Outcomes:

  1. Identify the content your organization has that lends itself to capture and repurposing.
  2. Prepare a marketing and promotion plan to continue reusing your captured content for months.
  3. Outline a budget and revenue model for your organization to monetize its content.


Lance Simon
Vice President of Client Services
iCohere, Inc.

Engaging the Empowered Customer or Member

This thought-provoking session will help you create a vision for integrating digital events into the customer/member journey and build lifetime loyalty. We’ll include the full spectrum of digital events – from Webcasts and simulcasts to high-production events – as we learn to engage customers and develop community through traditional, digital, social and mobile marketing.

Learner Outcomes:

  1. Create a journey for customers/members through multiple digital events that meet a variety of needs.
  2. Incorporate digital, social and mobile technologies into your traditional customer/member engagement strategies.
  3. Use community to empower customers and members, and build lifetime loyalty to your organization or brand.


Scott Lum
Digital Marketing Manager, Events
Microsoft Corporation

Social Media Strategies to Drive your Virtual Event

A social media marketing plan is more than Twitter and Facebook. It’s a comprehensive strategy to acquire attendees and raise event awareness and engagement before, during and after your event using a deep understanding of your audience, keywords, timing, content and metrics. Come learn to write your own killer plan.

Learner Outcomes:

  1. Identify elements of a comprehensive social media marketing plan that you might have previously overlooked.
  2. Select the content that can be used to drive attendees to action, and identify the keywords that will elevate the SEO.
  3. Employ metrics that will measure your efforts so as to focus future messages.


Mike Brown
The Brainzooming Group

Analyzing the Results of your Virtual or Hybrid Event

This session will help you understand what metrics and data are available on most digital event platforms and how to understand what they tell you about your audience, content, attendee actions and interactions. Then we’ll go to the next level and discuss how to use industry standard measurement techniques to augment the data supplied by your platform – and why.

Learner Outcomes:

  1. Analyze the data usually available from most virtual platform providers.
  2. Interpret what this data tells you about the success or limitations of your event.
  3. Determine what event industry data you may still need that’s not provided by the platform.


Dannette Veale
Digital Engagements and Technology Strategy
Cisco Systems, Inc.

Skip Cox
President & CEO
Exhibit Surveys, Inc.

5:30 pm 6:30 pm        VES Reception – Hard Rock Cafe

Tuesday, January 10, 2012 

7:00am-3:30pm          Registration Open

8:00am-9:00am          Networking Breakfast and Learning Lounge

9:00am-10:00pm        Virtual’s Next Stage – Going Beyond Events

While the last few years have been about virtual conferences, many predict the next few will see a broadening of the use of virtual into partner/member briefing centers, 365 “evergreen” environments, product roll-outs, virtual road shows, career & recruitment events, editorial updates and tablet directories with interactive content. Come hear what UBM Studios – producers of more than 250 virtual environments and events in 2011 – anticipates as virtual’s next stage.

Learner Outcomes:

  1. Identify new uses of virtual technologies within the larger scale of your organization.
  2. Create a portfolio of virtual environments and products, and identify monetization strategies.
  3. Build a strategy now for staffing, marketing and producing these new products.


Michael Kushner
VP, Digital Media Strategy
UBM Studios

What Virtual Success Looks Like: HIMSS

See for yourself how the Healthcare Information and Management Systems Society is able to generate revenue through its virtual conference and expo. Get the details you need to create your own successful virtual show.

Learner Outcomes:

  1. Identify your organizational goals and missions that could be served with a virtual conference.
  2. Determine the staffing and resource allocations necessary for a successful virtual event.
  3. Write your own successful hybrid event marketing plan.


Michele Brouse
Manager of Distance Education

How Social Communities Contribute to Learning

This session focuses on how a community contributes to the learning of its members – especially with Web 2.0 technologies. What are the keys to building a successful community – and, more importantly, how do you sustain it? Why should organizations cultivate communities and how can they encourage and promote ongoing collaboration among members?

Learner Outcomes:

  1. Identify how a community contributes to the overall learning of its members.
  2. Create a plan for building your own informal learning community.
  3. Develop techniques to encourage and promote ongoing collaboration within the community.


Khalid Raza
Community Manager

Deploying Virtual Event Self-Service Across Your Organization  

Many of the virtual platform vendors now offer a true self-service option for deploying virtual events and digital engagements. But how do you best manage these options across the entire organization to ensure quality and success? This panel will focus on best practices for managing engagements across multiple business units and differing use cases.

Learner Outcomes:

  1. Discover how self-service virtual platform options are aiding organizations deploying multiple events for a variety of uses.
  2. Create a plan for managing the self-service options across the organization.
  3. Build consensus and buy-in for self-service from within your organization.


Phil Tierney
Enterprise Architect
Intel Corp

Larry Cook
Sr. Manager, Events

Ron Allen
Marketing Solution Manager for Virtual Events
Microsoft Corp.

10:15am-11:15am      Experimental Digital Event Formats

Walk through the new digital formats, methods and technologies our speakers are experimenting with to engage attendees and add timely content to their virtual and hybrid conferences. We’ll cover unconferences, unpanels, integrating multiple face-to-face locations virtually, Facebook streams and much more.

Learner Outcomes:

  1. Plan new ways to engage attendees.
  2. Choose the format that’s right for your events.
  3. Create interactive activities that fully actualize Web 2.0 rather than adapt traditional conference models to the online world.


Dave Nielsen

Ray Hansen

Meeting Business Objectives with Digital Events

Killer case studies! Join these successful corporate event organizers for a discussion of how virtual events and environments are meeting a variety of objectives. This session is chock full of great ideas and best practices!

Learner Outcomes:

  1. Identify the type of virtual engagement that best meets your various business objectives.
  2. Implement best practices at your virtual events for lead-gen, training, orientation, customer engagement and sales.
  3. Create stimulating environments that motivate, engage and support users by formal, informal and social means.


Caroline Avey
Director, Innovative Learning Solutions & Learning Strategist
ACS (Xerox)

Neda Mobasser
Online Customer Engagement Project Manager

How to Prepare Your Speakers to Engage Hybrid Audiences

Presenting to a blended audience — in person and virtual – is the hardest task a presenter faces: two audiences, having two experiences with two very different ways to engage them. Join us for a practical session on how to help your presenters bridge the experiential gap.

Learner Outcomes:

  1. Identify the critical experiential differences between your physical and virtual audiences – and prepare a plan to bridge the gap.
  2. Write your rules for making the virtual audience feel connected and heard.
  3. Manage the Q&A, interactivity and Twitter stream of your virtual events.


Aaron Cole
Director of Business Management
Clear Skies Virtual Event Producers

Emilie Barta
Hybrid Event Consultant / Virtual Emcee

3D-immersive technology: Is it right for your audience?             

3D immersive technology is becoming easier for event producers and attendees alike. Champions of the technology claim greater engagement and longer attendance hours are logged in 3D environments. So is it a viable alternative for your audience and when does 3D become the front- runner in virtual engagement?

Learner Outcomes:

  1. Discover the evolutions in 3D immersive technology that may make this engagement option more feasible for your event.
  2. What types of audiences respond best to 3D environments?
  3. Find monetization options to make 3D affordable.


David Gardner

John Jainshigg

Jim Parker
Digitell, Inc.

11:15am – 11:45am   Learning Lounge                   

11:45am – 1:00pm     Lunch –  Learning Lounge

1:15pm-2:15pm          Using Virtual to Drive Physical Event Attendance

As we’ve evolved from the fear of virtual events cannibalizing our physical events, it’s now time to realize that online extensions can be a driver of in-person registration. This session will help you understand the “virtual boost” opportunity and provide a forum for maximizing results.

Learner Outcomes:

  1. Develop a virtual event action plan that moves people to register for your physical event.
  2. Examine the role preview events, press events and digital teasers can play in building excitement for your physical events.
  3. Employ content and social strategies that engage and spur potential attendees to action.


Staci Clark
Global Marketing Strategy Manager
Cisco Systems, Inc.

Margaret Launzel-Pennes
Vice President, Worldwide Events & Video Production

Blended Virtual Solutions to Enhance Training and Learning

Self-paced eLearning, downloadable documents, document sharing, Webinars and 3D immersive activities and meetings offer the most engaging, effective use of technology for training – expanding the reach while substantially reducing costs. Improve your training and learning initiatives with tips and best practices from this session.

Learner Outcomes:

  1. Use the strengths of various digital technologies to create effective integrated learning programs.
  2. Structure your learning programs in the learn/apply format.
  3. Create 3D immersive activities that help change concepts into behaviors.


Roz Greenfield
Co-Founder and Director
Training in the 21st Century

Carla Kincaid-Yoshikawa
Co-Founder and Director
Training in the 21st Century

 Virtual Product Launches that Rocked the Globe

Come see why many say product launches are the ultimate use of a virtual event. Not only can you increase your reach, you can do it on a global scale. This hands-on workshop will walk you through the steps you need to craft the ideal virtual extension.

Learner Outcomes:

  1. Create a virtual extension of your next product or service launch.
  2. Define the global reach you seek and the localization steps you’ll need to take for mass appeal and understanding.
  3. Prepare a marketing and communications plan that integrates the best elements of virtual.


Emilie Bridon
SQL Server Digital Marketing Manager
Microsoft Corp

How the U.S. Government Went Hybrid

See how virtual events, telework and other remote instances are paving the future of government business. From charter development to post-event procedures, we’ll uncover the multi-phase, scientific approach used by the Centers for Disease Control & Prevention in this first government virtual initiative.

Learner Outcomes:

  1. Craft a charter development, communications and marketing plan for your virtual event.
  2. Build a virtual use-case based on a proven scientific approach.
  3. Plan the various technology integrations that work best for your constituents.


Adam Arthur
CDC Virtual Platform Initiative Lead
Centers for Disease Control & Prevention

2:30pm-3:30pm           Hybrid Success at Thrivent Financial’s National Sales Meeting

Explore the strategy, use-case, execution and results from Thrivent Financial’s hybrid National Sales Meeting. Our speakers will identify appropriate applications of virtual and hybrid technologies, and how to effectively engage the audience before, during and after your event.

Learner Outcomes:

  1. Identify appropriate applications of virtual or hybrid technologies.
  2. Engage your virtual audience before, during and after the event.
  3. Leverage technology to drive revenue for your organization.


Steph Pfeilsticker
Senior Event Planner
Thrivent Financial

Samuel J. Smith
Interactive Meeting Technology

The Hidden Value of Content

This session is designed to help you learn what types of content to feature in your virtual events; how to effectively facilitate and participate in the conversations around that content; and how to translate these insights into key data points for your organization.

Learner Outcomes:

  1. Become more strategic about content, and focus efforts on uncovering the types of content constituents want and respond to.
  2. Determine the relevancy of various types of content for your virtual and mobile audiences.
  3. Develop conversation around your content to extend its life and connect with attendees.


Shannon L. Ryan

Todd Tolbert
Sr. Vice President
Strategic Content Solutions

Using Virtual to Educate Prospects, Generate Leads and Nurture Relationships

While it’s true that virtual events are an excellent delivery vehicle for continuing education, let’s not forget their place in the realm of lead generation. It takes a well-conceived and executed plan, and the right engagement techniques. Come learn the secrets of lead gen via virtual events.

Learner Outcomes:

  1. Prepare the specific business cases for using virtual, whether for you or your sponsors and exhibitors.
  2. Design engagement techniques specific to the business outcomes you desire.
  3. Deploy mobile and social to continue the conversation and further score and nurture leads.


Dennis Shiao
Director of Product Marketing

Steve Gershik
28 Marketing

How to Make Money with Virtual and Hybrid Events

While some producers are finding financial success with their virtual and hybrid events, others struggle to sell booths, sponsorships and sessions. Is it their market or their model? Get your monetization questions answered in this important session.

Learner Outcomes:

  1. Identify the various monetization strategies and pricing models for virtual and hybrid events and determine which one is right for your organization.
  2. Set proper expectations for exhibitors in terms of number of attendees vs. number of engagements and number of leads.
  3. Use the metrics from your event reports in your sales presentations.


Todd Kotlarek
Director of Events
Trade Press Media

Erica St. Angel
VP Marketing
Sonic Foundry

Richard Erb
Managing Director
Robotics Trends

3:30pm-4:00pm          Afternoon Refreshments

4:00pm-5:00pm          Driving Attendee Engagement via Gamification

Is gamification just hype? Not if you want to increase and improve attendee engagement, build loyalty and enable an experience roadmap that drives attendees to the activities you want them to complete. In this session we’ll explore what gamification is and why it’s the current shiny object of the event industry. And we’ll review some examples of gamification for events – a few of which may surprise you, as you’ve probably leveraged them before without realizing gamification drove the tactic.

Learner Outcomes:

  1. Have a clear understanding of what gamification is.
  2. Identify effective gamification implementations.
  3. Define how gamification can address and drive attendee engagement.


Dannette Veale
Digital Engagements and Technology Strategy
Cisco Systems, Inc.

Hybrids: From Shoestring to Turnkey

Hybrid means different things to different people. Some are using very simple and inexpensive methods of broadcasting content from their events with little engagement or production support. Others are designing elaborate user experiences and engaging high-end productions with “on-air talent.” What’s right for your organization?

Learner Outcomes:

  1. Define the strategic goals leading you to deploy digital technologies for your events.
  2. Outline the financial goals and milestones these events must reach.
  3. Determine what level of event and engagement will be required to match the strategic and financial goals.


John Pollard
Event Services Program Director
Sonic Foundry

Kevin Novak
Vice President of Integrated Web Strategy and Technology
American Institute of Architects

Ray Hansen

Integrating Mobile: Pre, During and Post-Event Access               

Events and learning are being impacted tremendously by the adoption of smart phones and tablet devices. Once thought to be just an on-site tool, attendees now want to connect with one another before and after the event, too. How do you plan for a continuous mobile engagement and what does that mean for costs and revenue opportunities?

Learner Outcomes:

  1. See through a new and different lens to determine how to best develop your content for mobile devices.
  2. Determine which of your virtual event elements can translate to mobile.
  3. Assess rapidly changing user and device trends such as eBooks and mobile “web” apps.


Mark Coe
Coe-Truman Technologies, Inc.

Jon Jenkins
Director, Product Team
Coe-Truman Technologies, Inc.

Gregg McGrath
Marketing Manager, Meetings & Exhibits
American Society for Microbiology

Simple Online Events to Engage Members and Fuel Community

Sometimes the simplest virtual events pay big dividends. Come see how the Ontario Hospital Association has created a 280 percent return on its virtual investment, and how University Business has built an archive of virtual content specifically to promote its physical conferences and build its online event community into a year-round destination.

Learner Outcomes:

  1. Prepare a roadmap of simple ways to engage customers and members.
  2. Identify the audience segments you need to reach, and the content that will inspire them.
  3. Create an audience acquisition plan to reach beyond current customers and members and launch your organization beyond “thought-leader” status to “trend-setter.”


Todd Hutchings
Director of Distance Learning
Ontario Hospital Association

Stephanie Martinez
Professional Media Group

6:30pm-8:30pm          Networking Reception (Gaslamp Quarter Street Party)              

Wednesday, January 11, 2012

7:00am-2:30pm          Registration Open

8:00am-9:00am          Networking Breakfast and Learning Lounge

9:00am-10:00pm        PCMA Pleanary Session: Life After TED: A Conversation with Richard Saul Wurman

10:00am-12:30pm      Learning Lounge

12:30pm                        Program Concludes              


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