York Technology Alliance Peer Group Program Planning for 2012 Board Year July 31, 2012
Table of Contents YTA Facilitator Orientation 2012 ………………………………………………………………………..……………………..3 Mobilizing P2P Program …………………………………………………………………………………………………………….7 YTA P2P Workback 2013 …………………………………………………………………………………………………………13 P2P Facilitator Assignments 2013 ……………………………………………………………………………………………14 P2P Facilitator Outline 2013 ……………………………………………………………………………………………………15 YTA P2P New Nominee Template ……………………………………………………………………………………………23
Peer2Peer Program – 2012/2013 Collaborate to be Competitive The YTA Peer Group Program is the premier membership community where fast-growth technology company leaders, entrepreneurs and executives come together to socialize information that will help them expand their businesses and develop their people. Open and direct exchange contributes to practical learning and sought-after “shortcuts to success” for executives within tailored communities of interest specific to the needs of the tech organization. Unique to the YTA Peer to Peer Program is that streams are developed to accommodate a number of key interest and performance areas. Unlike other organizations focusing on a single executive group – at the YTA one corporate membership makes these otherwise exclusive opportunities accessible to all leaders in the company in support of a vibrant tech ecosystem.
Objective of the Peer Group Meetings •
• • •
To encourage the dialogue that will support sharing of timely, meaningful information and experience amongst professionals in the Tech community that can be applied by participants in a practical environment supporting business success and professional growth. To establish a core group of attendance in each stream so as to encourage trusted relationships and open sharing of non-proprietary information and professional insight. To provide professional learning opportunities for participants to stay aware of developments and issues within their specialty or area of focus. To build community amongst professionals in the tech sector.
YTA Role in Administering Peer Groups • • • • •
Each peer group has a unique landing page on the YTA website. RSS feed populates a scrolling ‘upcoming meeting’ section on YTA homepage. Weekly e-blast to full membership database provides ‘topic teaser’ listing of each upcoming peer group meeting. Print materials promoting the Peer2Peer Program are circulated to all members and leads. New member orientation focuses on the benefits of the Peer2Peer Program.
• Book venue, provide calendar placement, targeted invitations, online registration, and timely reminders.
• Facilitator profile and photo are included on the Peer Group landing page to encourage new participants to have a ‘face to connect with the name’ when attending their first meeting.
• Facilitator orientation and best practices are shared through semi-annual workshops.
YTA Peer Group Facilitators -‐ Role Outline Peer Group facilitators play a critical role in one of the YTAs most popular and most strategic activities. The Peer Group program is held in high esteem by our members and we strive to continuously provide the very best Peer Group experience we can. As such, each Peer Group facilitator we select is expected to commit to: •
Provide timely notice of monthly Peer Group (PG) topics to the YTA office, including write-up of topic and speaker (plus to plan topics at least 3 months in advance on a rollforward basis)
•
Actively market each PG session to a short-list of professional contacts of the facilitator
•
Attend at least 80% of YTA luncheon events and to help promote the PG program at each luncheon, as appropriate
•
Attend the PG facilitator orientation and best practices workshops to be scheduled.
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Commitment to active, fair and professional facilitation during each peer group meeting
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Develop team facilitation, recognizing and leveraging the strengths of each co-facilitator
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Provide timely return of completed sign-in sheets to the YTA office (same day)
•
Arrive at each PG session at least 15 minutes ahead of the scheduled start and be the last to leave (or at least to stay until 15 minutes after the end of the session)
•
Engaging all participants and NOT forcing one’s own views on the attendees
•
Putting in as much as 2 hours planning, 2 hours at the PG meeting, and attending YTA luncheon events as much as possible
•
Be professional at all times and demonstrate full compliance with the PG code of conduct
YTA Peer Group Format – Best Practices
In alignment with the objectives of the YTA’s Peer Group Program, facilitators have established a set of best practices that have proven effective in establishing a core group of attendees, building relationships amongst members, and that act as excellent guidelines to best foster professional growth. Many facilitators choose to bring in guest speakers or content experts to their sessions. Should a guest speaker be invited to a Peer Group, the following guidelines should be observed: • • •
•
The presentation should be kept under 30 minutes, with the remaining 60 minutes for a facilitated dialogue on the topic. No compensation is to be offered or conveyed for speaking. Peer Group guests present on a volunteer basis only. The optimal meeting size for peer gathering is 15 participants - the objective being that each participant will have the opportunity to share their personal experience or observation on the subject area or focus that day. Although the prestige of a guest speaker may cause a higher demand, attendance guidelines should be adhered to. It is the responsibility of the co-facilitators to respectfully engage all participants in this process; to ensure no one person dominates and that no one person is excluded from the discussion.
YTA  Peer  Group  Code  of  Conduct  •
Be respectful by arriving on time.
•
All presentations, material, content or conversations are confidential unless the originator authorizes disclosure to anyone outside of the peer group.
•
Do not allow one's own judgment to be subordinated.
•
Share information that is accurate, objective, relevant and not misleading.
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Do not overly argue your position or sell your service or solution. Show respect through patience in gaining the floor and be open to others sharing their own experience or perspectives. Maintain honesty and integrity, avoiding conflicts of interest.
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Mobilizing the YTA Peer Group Program About the YTA The York Technology Alliance is a hub for knowledge mobilization committed to fostering a collaborative community where technology companies connect and grow. This is achieved through a series of Peer2Peer networking streams; practical learning programs such as Seminars and Bootcamps; topics issues Luncheon sessions and sector alliances with leading organizations within the ecosystem. The YTA has continuously innovated to meet the learning and growth interests of its technology company members throughout the GTA. Anchored through the involvement of nearly 15,000 hours of senior industry volunteers each year, the YTA annually connects with over 3,000 attendees at industry-‐specific events.
About the YTA Peer2Peer Program The YTA Peer2Peer Program is where growth-‐minded technology company decision makers, executives and entrepreneurs come together to openly share insights and information that will each other expand their businesses. The content and conversation are driven by Peer attendees, who help identify the topic areas they would like to discuss. Topics are focused around the subject area of each Peer Group Series, where attendees share their experiences and best practices for others to draw on. Some P2P sessions engage a subject matter expert to lead in-‐depth discussions on specific topics. Peer Groups generally consist of 12-‐18 people with 15 being a near-‐ideal attendance. This is a unique program in the GTA in that it is focused specifically on the business of leadership roles within the tech industry. Some for-‐profit organizations operate groups for socializing leadership issues amongst CEOs of diverse industries or for early stage start-‐ups; but none other than the YTA has the focus or emphasis on knowledge mobilization within the tech ecosystem. The YTA offer establishes peer networks for leaders and decision makers in most key portfolios of a tech business, not singularly for the CEO office.
Similar Organizations/Programs • • •
Lean Coffee TO: Twice-‐weekly meet-‐ups for founders/CEOs of start-‐ups. Recent topics include: Culture as a competitive advantage; mobile app business; scrum communication. ACETECH: CEOs of tech and life-‐sciences companies mentoring other CEOs. Apparently expanding to include a CFO stream. MaRs: Executives in Residence program with individual senior executives mentoring start-‐up companies.
Audience The YTA Audience is the tech community within the Greater Toronto Region. For PG planning purposes the YTA can consider the tech community in the following categories:
Member Tech Companies No PG
One PG Several PG Participant Participants
Non-‐Member Tech Companies
Tech Alliance Organizations and NGOs in Tech
Government Agencies
Although each Peer Series will have slightly different characteristics, the following generally apply to the YTA Peer Group Program audience: • •
Work in the GTA tech community -‐ either for a tech company or an enabler organization focused on the tech industry. A decision maker who is extremely busy. o Subject matter must be valuable for them to attend a Peer Group. o Marketing efforts must be focused and impactful to get their attention.
Key messages that appeal to Peer2Peer attendees: • • • •
Grow your Company | Grow your People Discover relevant shortcuts to success Knowledge mobilization that matters Network to build alliances and find trusted partners
Targeted Strategies and Tactics will be used for promoting YTA Peer Groups to the specific audience segments. The following table outlines major approaches to build presence and prominence for the YTA peer program as the program of choice for tech companies throughout the GTA.
Index Mobilizing the YTA Peer Group Program ..................................................................................................... 3 About the YTA .......................................................................................................................................... 7 About the YTA Peer2Peer Program ......................................................................................................... 7 Similar Organizations/Programs .............................................................................................................. 7 Audience .................................................................................................................................................. 7 Key messages that appeal to Peer2Peer attendees: ............................................................................... 8 Targeted Strategies and Tactics to the specific audience segments. ...................................................... 8 Online .......................................................................................................................................................... 9 YTA Website ............................................................................................................................................. 9 Focus YTA blog on Peer2Peer Content .................................................................................................... 9 Use social media to engage members .................................................................................................. 10
Connect on Google and LinkedIn ........................................................................................................... 10 Print ........................................................................................................................................................... 11 Direct mail campaign ............................................................................................................................. 11 Public Relations ..................................................................................................................................... 11 Direct ......................................................................................................................................................... 12 Engage more employees from existing member companies in the Peer Group Program .................... 12 Raise awareness of the Peer Group Program outside of the YTA community ...................................... 12
YTA Website Online
Focus YTA blog on Peer2Peer Content
• Re-‐design of YTA web pages to provide better navigation/information for YTA programs • Incorporate SEO: Identify keywords that will rank the YTA website higher in search engines for Peer Group type learning. • Simple homepage and navigation that would highlight Peer Group content and allow users to get to the programs and information they need.
• Start a Peer Group blog that will be a place for attendees to post & share their knowledge. This will be run by the YTA but much of the content will come from Peer Group attendees and presenters.
With more people coming to the YTA website for event and program information the site is being refreshed in a way that makes it easier to navigate to support usability. The website will reflect the Peer2Peer focus and direct users to the proper information sources. The online format will include a homepage that clearly points members to the appropriate landing pages and the information they require. One of the most widely used features of the current website is the Calendar feature to allow users to quickly view YTA activities happening each month. We will explore the opportunities to possibly use Buddy Press to create Peer networking areas within the YTA website. A 'Member of the YTA' button will be designed for members. It will be a snippet of code that members can embed into their websites. It will include a link to drive users to the YTA website. Leverage the outcomes of YTA Peer Sessions for blog posts using the new ET Smartboard to capture real time content. This will provide a regular source of content; increase visibility of the value presented by YTA Peer Groups; and generate valuable content to boost SEO. Content can be created by the Peer Group attendees, facilitators or presenters. It is an opportunity to showcase their
Use social media to engage members and broader tech community in Peer Group knowledge sharing
Connect on Google and LinkedIn
• Share content and Peer Group re-‐caps using LinkedIn Group, Twitter, Facebook and BuddyPress. • Encourage attendees to use LinkedIn groups to continue discussions started at Peer Groups. • Create Peer Group highlight videos from each P2P Series for YouTube & YTA website. • Explore potential use of BuddyPress and creating groups for YTA members.
• Create Google Adwords and LinkedIn Ads campaigns for Peer Groups. • On LinkedIn, target specific job titles & roles for each Peer Group.
expertise and share Peer Group content with members and non-‐members. The blog will be an ideal tool for sharing copy and video content from the Peer Groups. It will help boost SEO, keep current participants up-‐to-‐date and demonstrate the value of the YTA to prospective members. Although it has not been widely used among YTA members, social media provides an opportunity to continue the 'closed door' peer-‐to-‐peer conversations of the Peer Groups outside of the meetings. Using closed groups in LinkedIn is a great way to facilitate this, although it will take some commitment to encourage members to join the groups and participate. Event Coordinator and Facilitator to collaborate on a “Community Manager” type of role. Peer highlight videos will feature participant testimonials to present first-‐ hand examples of how the Peer Groups are helping employees and tech companies. The videos will be hosted on YouTube, shared across all YTA social media and embedded into the Peer Group section of the YTA website. Advertising on Google and LinkedIn will be used to target specific keywords, job roles and location to promote the Peer Groups to non-‐members.
Direct mail campaign
Public Relations
• Utilizing partnerships with organizations such as VentureLab, ITAC, North of 41, Technicity and Branham to secure mailing lists for tech sector employees. • Utilize direct mail to drive people to landing page with P2P info -‐ possible QR code to Peer Group testimonials & highlights videos.
• Reach out to journalists to engage them in YTA activities. § Possible 'How to Pitch' type seminar? • Monthly news release on YTA Learning Labs & Peer Group highlights -‐ frame releases around Growth Hub and community for growing tech companies. • Reach out to journalists to raise awareness of YTA and its work with growth companies. • Proactive media relations around YTA lunches.
A direct mail campaign will be used to inform YTA members and prospects about the Peer Groups, with the goal of getting more employees from the companies engaged in the Peer Groups. The direct mail piece will be designed in a way that can be posted in a common area of a company, and will include information on each Peer Group and when they meet. A QR code could also be used as a way for people to quickly link back to the Peer Group section of the YTA website. The YTA may purchase mailing addresses for tech companies that qualify for membership and participation in the Peer Program from partner organizations. There has been a recent surge in coverage of Toronto's tech community, focusing mainly on the start-‐ups of the city core. There is an opportunity to inform the tech journalists of the vibrant community north of Steeles and engage them in some of the YTA's activities. Issuing a monthly media release around the YTA and its activities will help inform journalists of upcoming events that they might be interested in attending. Journalists will also be personally invited to YTA events to expose them to the community. Existing media partnerships with Backbone magazine and Computer World will be leveraged to promote YTA Peer Groups and events.
• Establish a YTA Peer Champion to reach
Direct
Engage more out to EVERY YTA member primary employees from contact to obtain a list of who should attend each peer group. existing member companies in the • Champion will contact each prospect directly and invite them to attend the Peer Group peer group that best fits their role and act Program as host for each guest at their first Peer Group. • This approach will help build a useful list of YTA member employees by job function.
Raise awareness of the Peer Group Program outside of the YTA community
• Hold Peer Group sessions at Toronto tech industry events: OCE Discovery, DEMO, MESH, etc. • Explore sponsorship opportunities at GTA events to profile the Peer Group Program.
The YTA Membership Manager will reach out to each organization that has employees that attend a Peer Group to encourage others from that company to attend a Peer Group that fits their role. The Peer Group committee will either act as champions or identify champions from the Peer Groups that will extend invitations to other members of the tech community to attend a Peer Group. They will act as host and ambassador for that prospect. There are a number of other tech-‐focused events that occur in and around Toronto that present an opportunity for the YTA to continue extending the reach of its Peer Group Program. The YTA will seek out partnership/ sponsorship opportunities at conferences such as OCE Discovery, DEMO and MESH to host P2P sessions for the attendees at the conferences. This is an opportunity to engage non-‐members in the YTA Peer Groups and explore interest in the program outside of the YTA.
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Lois Shaw
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Muneer Hirji Ted Madden
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Company Size in GTA 1-3 employees 4 – 15 employees 16 – 50 employees 51 – 100 employees more than100 employees
YTA Member Locations – June 2012
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2013 YTA Corporate Sustaining Sponsorships!
PROMOTION!
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Prominent placement of your logo and sponsorship level on the YTA website, linked to sponsor profile & your website! Prominent placement of your logo and sponsorship level on YTA letterhead! Prominent placement of your logo and sponsorship level on all YTA promotional emails and publications! Prominent placement of your logo and sponsorship level on all YTA advertisements! Opportunity to distribute marketing materials at any YTA specific events (Seminar, Keynote Luncheon, LearningLab )!
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2013 YTA Corporate Sustaining Sponsorships!
PARTICIPATION!
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York Technology Alliance
Peer Group Nominees
7271 Warden Avenue Markham, ON L3R 5X5 t. 905 415 4558 www.yorktech.ca
YTA membership is a corporate membership and all the company staff is encourage to attend and participate in events and activities relevant to their area of responsibility. We would like to invite others in your organization to participate appropriate. where Please take a moment and indicate the names and contact info where available, and we will extend an invitation to that person to participate in an upcoming YTA peer group session.
Company Name:
Monthly Peer2Peer Sessions
Name & Email
Tech CEO CFO
Sales Executives
Marketing Leadership
Services Cloud Women in Technology Alliance & Channel Partnerships
People Matters
Leaders of Emerging Companies
Export Development Legal Matters Downtown CEO
Digital Strategies
Technical Project Management
Completed by: _______________________________
Comments/Notes: