p2p_program_v2

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 roll-forward 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.

• Commitment to active, fair and professional facilitation during each peer group meeting

• Develop team facilitation, recognizing and leveraging the strengths of each co-facilitator

• 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.

Code of Conduct

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.

• 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.

• Proactively promote ethical behavior.

• Be accountable.

• Comply with this code as it promotes harmony and effective communication.

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 Tech Alliance Organizations and NGOs

in Tech No PG One PG Participant

Several PG Participants

Non-‐Member Tech Companies 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

Online

YTA Website • 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.

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.

Focus YTA blog on Peer2Peer Content

• 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.

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

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.

Use social media to engage members and broader tech community in Peer Group knowledge sharing

• 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.

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.

Connect on Google and LinkedIn

• Create Google Adwords and LinkedIn Ads campaigns for Peer Groups.

• On LinkedIn, target specific job titles & roles for each Peer Group.

Advertising on Google and LinkedIn will be used to target specific keywords, job roles and location to promote the Peer Groups to non-‐members.

Print Direct mail campaign

• 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.

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.

Public Relations • 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.

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.

Direct Engage more employees from existing member companies in the Peer Group Program

• Establish a YTA Peer Champion to reach out to EVERY YTA member primary contact to obtain a list of who should attend each peer group.

• Champion will contact each prospect directly and invite them to attend the peer group that best fits their role and act 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.

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.

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.

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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N O P Q R S T U

Week 1 Day Status Facilitators… 1 Marketing

Leadership Wednesday Running Eve

Brouwers Open

2 Women in Tech Thursday Running Nancy Steele Donna

Whitney

3 Tech CEOs Friday Running Kevin Tribe Patrick Shaw Week 2

4 Alliances and Channel Partners Wednesday

Ready Mathew Doo Open

5 People Matters HR Thursday Running Lois Shaw Pete

Needham

6 Cloud Computing Friday Running Muneer Hirji Pat Shaw Week 3

7 Leaders of Emerging Tech Tuesday

Running Ted Madden Jim Brown Jordan Dolgin

8 Sales Execs Wednesday Running Andrew Ford Open 9 Downtown CEO Tech Friday

Running Andrew Nunes

John Kitchen

10 CFO Friday Running Peter Ott Fred Peters Tracy

Whitehouse Week 4

11 Legal Perspectives Tuesday Running Eamonn

Flaherty Fraser Mann

12 Export Emphasis Wednesday Review required Loch Blair Gordon

Scheel (YR)

13 Digital Strategies Thursday Review required Dustin

Walper Open

14 Tech Project Management Friday

Running Jinha Chung Ian Gittens

Planned and/or Proposed

a D/T CFO b D/T Sales c D/T Marketing d West CEO Digital Development Cloud Computing Product Manager For consideration Proposed by Sean

O’Donovan

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Academic partners

Technology companies, leaders, and decision makers

IT departments and professionals

Government enablers

Industry advisors

Connecting community

!  Passionately focused on cultivating a vibrant

technology industry ecosystem in the GTA.

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ICT hub in the GTA

! Business networking for members !  Peer2Peer exchange

! Knowledge mobilization to support Innovation and Growth !  Keynotes | Learning Labs

! Raise prominence of the success of tech in the GTA !  PR | Social Media | Sponsor engagement

3

Members value 4

" A sense of community " Insight to sector change " Opportunity to show leadership " Interaction that solves real problems " Collaboration to increase business growth " Decision-makers in the room

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Current membership

Corporate Membership 1

50%


20%

Corporate Membership

3 11%


5%


14% Enabler Organizations


19%


35%


17%

Corporate Membership

4 15%


14%

Tech Members

Company Size in GTA Membership Category 1: 1-3 employees Membership Category 2: 4 – 15 employees Membership Category 3: 16 – 50 employees Membership Category 4: 51 – 100 employees Membership Category 5: more than100 employees

5

6

Nearly 500

corporate members

in the Alliance.

www.yorktech.ca

YTA Member Locations – June 2012

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www.yorktech.ca

Introduce your leaders to a Peer Group! !  CEO Tech Company !  Emerging Leaders !  CFO !  Sales Executives !  Marketing Leadership !  Legal Perspectives !  Export Development !  Women in Technology !  Downtown Financial

!  Cloud Computing !  People Matters !  Tech Project Mgt. !  Digital Strategies !  Downtown CEO !  Downtown Sales !  Channel Partners &

Alliances

/peergroupmeetings

7

8

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Administration Clubhouse Space

Markham Convergence Centre (MCC) !  Office, meeting rooms, training/presentation room !  Richmond Hill Country Club for networking events

333 Bay for Toronto events in the core !  Office, meeting rooms, training/presentation room

9

Board of Directors

Facilitator roles

www.yorktech.ca

10

"  Lead ‘Community Manager’ role ! Topic oversight

# Three month outline

! Membership driver # Personal invites

! Facilitation of meeting # Within the Code of Conduct # Content Capture

! Social media community placement

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YTA staff support

!  Logistics and venue !  Marketing !  Data management !  Online community creation

11

Board roles

www.yorktech.ca

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YTA 2012 sponsors 13

What do sponsors want

!  Thought leadership !  Introductions !  Event presence !  Community prominence

14

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Sponsor promotion

2013 YTA Corporate Sustaining Sponsorships! PLATINUM! GOLD! SILVER!

PROMOTION! !$!$ !$

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 )! ! "!

! Opportunity to provide follow up materials through YTA to any sponsored Luncheon, Seminar or Peer Group! ! " "

Opportunity to host a new member networking session attended by new YTA members & YTA board members. Event to be promoted with your logo on YTA materials!

! " "

Opportunity to have your company events promoted through the YTA (email blast to 5000 GTA tech leaders, website)!

2! !1!

!$

15

Sponsor participation

2013 YTA Corporate Sustaining Sponsorships! PLATINUM! GOLD! SILVER!

PARTICIPATION!!$

!$ !$

Full YTA membership privileges for all members of your organization including attendance at the exclusive monthly

peer to peer sessions!! "! !

Opportunity to provide speaker /subject matter expert for a YTA Topic Luncheon, Learning Lab or Seminar event!

! " " "

Opportunity to nominate someone from your company to

lead a committee for the YTA board of directors! ! "! "

Opportunity to provide thought leadership articles for publishing on YTA web site! ! "! "

Event vouchers to be used for Marquee & Keynote

Luncheons, Seminars and Bootcamps, and Member only events. Total number of tickets that are provided for your annual use. !

48* 32* 16*

Prepaid seminar tickets to encourage targeting learning! 8 6 4

Facilitate personal introduction for one representative of sponsor company to YTA member of choice "!#$%&!'()!*(*+(,!$,-('&./$'!0!$,!$'(1$'(!*((/'2%!

15 5 2

16

Peer Group NomineesYork Technology Alliance7271 Warden AvenueMarkham, ON L3R 5X5t. 905 415 4558www.yorktech.ca

YTA membership is a corporate membership and all the company sta! 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 where appropriate.

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

Cloud Services

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:

p2p_program_v2

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