The CYCLE OF INFLUENCE™ Conference AGENDA Tues. Oct 19, 2010   Arrive at Venue. Check in. GROUP RIDE Evening Reception DAY 1 Wed. Oct 20 BREAKFAST/KEYNOTE ADDRESS:   Harnessing the Power of Social Media David Meerman Scott How Web 2.0/New Media/Social Media is dramatically changing the marketplace and why you need to get on board For decades, marketers have relied on buying expensive advertising and begging the media and analysts for coverage. We interrupted “prospects” with our egotistical “messages,” in the hopes of generating interest from buyers (who usually ignored us anyway).   The web has profoundly changed the rules. Smart marketers now communicate with buyers through content rich Web sites, blogs, YouTube videos, ebooks, and other online media that buyers actually want to consume. Learn how to leverage the potential that Web-based communication offers. A step-by-step action plan for harnessing the power of the new rules of marketing and PR will be provided, showing how to identify audiences, create compelling stories and ideas, get those stories and ideas to the most consumers possible, and lead those consumers directly into the buying process. Told with many case studies and real-world examples, this a practical discussion about the new reality of PR and marketing. MORNING BREAKOUT SESSIONS:   Emerging Trends, Service Innovation Aradahana Goel Our increased mobility via the internet and online social media networks has transformed us into nomads who live parasitically from any context. The resulting desire for flexibility will force people to adopt a lifestyle of conscious consumption. How do we innovate in this background? Aradahana will focus on leveraging some of these emerging trends to create responsive products, services and innovation. The new PR paradox: You must give up Control to Control your Good Name Panel Discussion Moderator: TBA With Internet usage surging around the world, it has become increasingly difficult for companies, celebrities and even everyday people to control information about themselves. Pandora’s box is open and there is no way to shut it. So how do we navigate through this raging sea that offers very little control. The key is to ride the waves of uncertainty to your own advantage. Trend, Gens, and Friends: Connecting with Urban Americans* Emilyn Sheffield, PHD What will America be like ten years from now in 2019? How about in 2043 when we pass the 400-million person mark? LUNCH/KEYNOTE ADDRESS:   Cycles of New Influence Brain Solis Description: The wheels of change are spinning and it's completely transforming how brands not only reach consumers through traditional intermediaries, but also transform into visible and connected authorities that can influence markets directly. Brian Solis is one of the most experienced and prolific voices on the subject of socialized media and sociology that fuels the democratization of influence and ensuing behavior. He'll share his view of the social landscape and the art and science of online branding and community cultivation, now and also what lies ahead. AFTERNOON BREAKOUT SESSIONS:   Brain Sells Dr. Bob Deutsch Brain scientists in the past decade have made amazing discoveries in how the brain and the mind work. This new knowledge has the potential to dramatically advance everything from not only the obvious--technology, medical science, psychology—but also the not so obvious like advertising and marketing, manufacturing, distribution, sports and warfare. Drowning in Data: Boiling Down the Complexities Ray Wolf DINNER/KEYNOTE ADDRESS:   Predictably Rational TBD DAY 2 Thu. Oct 21 BREAKFAST/KEYNOTE ADDRESS:   The Small Mart – A Consumer Revolution* Michael Shuman Whether your business is small or large, you need to understand that American consumers—and increasingly consumers everywhere -- are fast embracing all things “local.” Why is this trend occurring? And how can members of the cycling industry profit from it? Drawing from his recent book, The Small-Mart Revolution, Michael Shuman will highlight numerous trends that are making the old "bigger is better" economies of scale arguments obsolete, and describe a variety of innovative strategies small businesses are using to successfully compete with their oversized competitors. MORNING BREAKOUT SESSIONS:   Trend, Gens, and Friends: Connecting with Urban Americans Emilyn Sheffield, PHD What will America be like ten years from now in 2019? How about in 2043 when we pass the 400-million person mark? It's estimated that 85 percent of people in the United States will live in cities in the near future. How can the cycling industry connect to an increasingly diverse and urban America? Emilyn Sheffield, professor, department of recreation administration at California State University, Chico, will share demographic and lifestyle trends that are shaping tomorrow's consumers today and will share ideas on how we can inspire new generations. Come to this high-energy overview of the social, economic, and demographic trends that are driving the future. Maximizing the Equity of Your Brand – A Legal Perspecitve Scott Havlick - Holland & Hart Trademark attorney, Scott Havlick, shares ideas for developing or re-vamping world wide trademark protection, domain name, and anti-counterfeiting strategies for your brand that assure they deliver value. Scott will identify the 10 pitfalls cycling industry companies tend to make in creating, protecting and cashing in on their intellectual property. The session will also touch on issues raised by "green marketing," international distribution, licensing, social networking and viral online advertising. LUNCH/KEYNOTE ADDRESS:   TBA AFTERNOON BREAKOUT SESSIONS:   Industry Panel Discussion: Cycle of Influence Panel Discussion – Part 1 The Cycle of Influence’s Facebook page will serve as the catalyst for topics that are at the top of the attendees minds. Our VIP industry panel and invited guests will be posed with the most relevant questions at our industries forefront. Industry Panel Discussion: Cycle of Influence Panel Discussion – Part 2 Our panel will review the topics covered during the Cycle of Influence conference and how to best translate them into the cycling business. Member comments from the Facebook and LinkedIn groups will also serve as a discussion catalyst. CLOSING DINNER/KEYNOTE ADDRESS:   The Foundation of Economic Trends Jeremy Rifkin is the author of seventeen books on the impact of scientific, technological changes, economy, workforce, society and environment. Mr. Rifkin shares his vision on the impact of technology on globalization, the economy, society and environment and how these trends do and will affect us all. Fri. Oct 22   MORNING SESSIONS/TBA VOLUNTEER CHARITY EVENT. GROUP RIDE Depart Note: Agenda and Speakers are subject to change.