7:45 a.m.
Registration & Continental Breakfast

8:15 a.m.

Chair Welcome & Speed Networking

Become acquainted with your fellow training attendees in this fun and fast-paced forum!

Mike Panetta, Partner
BEEKEEPER GROUP
Training Chairperson

8:45 a.m.

A New Way To Engage The Community
Using Social Media
In today’s society, residents are busy with their meetings and activities as well as with their kids’ activities. With that in mind, the Kentuckiana Regional Planning and Development Agency (KIPDA) decided to provide ways other than holding a public meeting) to engage members of the community in our transportation planning efforts. One of these new techniques was through Social Media. Social Media is a great way to meet people where they are. In this session:

• Learn how to use social media to encourage conversation on your agency’s area of interest
• How social media can open the door for digital public meetings and forums
  
• How social media can also leverage your media coverage
  
• How working with local partners can also drive up engagement on your sites
  
• How to use social media to bring people to your meetings
  In addition, hear how this small government agency has used social media to transform the way they engage their residents and planning partners.

Josh Suiter, Community Outreach Specialist
Kentuckiana Regional Planning and Development Agency (KIPDA)

9:15 a.m.

Social Media And Organizational Change – How Social Media Become Part of Your Everyday Organizational Culture

How can social media become part of your everyday organizational culture? Your team and their involvement is essential to the success, or failure, of your social media mission. How can you best leverage the players in your organization to maximize your social media usage? We will look at issues such as:

• Social media Planning: A blueprint for culture transformation
• Using social media to manage your “brand” identity and organization’s mission
• Instilling a “social” mentality within your organization

Jason Townsend, Deputy Social Media Manager
NASA

9:55 a.m.

Idea Exchange: Questions, Feedback, Collaboration

10:05 a.m.

Morning Refreshment & Networking Break

10:20 a.m.

Social Media And Your Reputation: Developing A Strategy That Maximizes The Reputation Of Your Organization’s Mission & Programs

Social media is as important to you name recognition as more traditional means of communication such as mainstream media, community engagement and stakeholder relations. As social media channels and platform offerings expand, so too do the risks to your organization’s reputation if you do not have policies and strategies in place. Find out how to position your organization to maximize the opportunities that social media offers.

This session will look at topics such as:

• Countering criticism of policies or individuals via social media
  
• Prevent activists from organizing protests
  
• Create a stronger level of community engagement
  
• Ensure that citizens are aware of changes and updates and feel there is a 2-way street of communication
  
• How to manage your reputation when everyone is talking about you

Dale Sweetnam, Noncommissioned Officer in Charge of the Online and Social Media Division
U.S. Army

Heather Ainardi, Marketing and Public Relations Manager
Flagstaff Convention and Visitors Bureau

11:00 a.m.

Effectively Using Social Marketing To Drive Positive Behavior Changes

This enlightening case-study will highlight the social media channels used in an information campaign for fireworks safety, including how:

• Social media can be used for the dissemination of safety information
• To take into account the special needs of a demanding target group
• To influence attitudes – or is it even possible – in social media

Johanna Salomaa-Valkamo, Head of Communications
Finnish Safety and Chemicals Agency

In the future cars, trucks, buses, and even bicycles will communicate with each other using wireless technology. Such “connected vehicles,” as they are called, will dramatically change the way Americans travel and significantly reduce traffic fatalities.

The U.S. Department of Transportation (USDOT) is exploring ways to educate the public about this exciting new technology. This session will focus on the innovative visual tools that the USDOT and its partners are using to help the public visualize how connected vehicles work. This includes animation, which visually simulates how connected vehicles communicate with each other to avoid crashes, increase mobility, and improve the environment. Attendees will also learn how to use infographics, or visual story boards, to explain complex ideas in an easy-to-follow format. Infographics can be incorporated into websites, shared with media outlets, and distributed to stakeholders for
their own campaigns.

The session will feature tips and tools to save time and money when using next-generation tools. You will also learn how to incorporate next-generation visuals into trade shows, social media, and online competitions.

The session will include examples of visuals created by the USDOT and others.

Mike Pina, Program Manager, Communications and Outreach
U.S. Department of Transportation

12:00 p.m.

Idea Exchange: Questions, Feedback, Collaboration

12:10 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a social media hot topic! Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:40 p.m.

Social Media’s Role In Digital Marketing:
Putting All The Pieces Together

No man is an island, and neither is social media when it comes to digital marketing. Learn how the rules of social media engagement fit into a broader digital marketing and communications strategy. Social media is an important component of an integrated communications plan’s goals and objectives, with the key objective to effectively educate and integrate social-based thinking into business processes and culture. Discover how to activate multiple marketing channels to expand an organization’s communications reach. Using convention marketing as a case study, hear how a trade association was able to increase attendee registration more than 10 percent through multi-channel marketing and social media engagement.

Specifically, you will learn:

1. The importance of consistent messaging
   
2. How to target your message for the greatest effect
   
3. Content-based social engagement
   
4. Leveraging data research to target market

Andrea Knotts Bona, Vice President of Marketing
ICBA (Independent Community Bankers of America)

2:10 p.m.

Navigating The Social Media Minefield

Social media can help you reach beyond what your organization or department would normally think possible or it can drag down with too much technology, tools, and time.

This session will present some practical ideas, opportunities, and theory so you don’t get drawn into the hype around the latest online toys or have you fretting about how to integrate social media with your regular outreach and communications initiatives. Drawn from practical experience as well as theory about how we communicate with each other you’ll be able to apply the information across most of your social median initiatives.

Mike Spear, Director of Communications
Genome Alberta

2:40 p.m.

Idea Exchange: Questions, Feedback, Collaboration

3:00 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

We’ve heard from a number of speakers, now we’d like to hear from you. Network and discuss with fellow training attendees and speakers which social media tools you’re using and where you have found the most success.

3:30 p.m.

How NonProfits Benefit From Social Media: How Your Agency Can Reap The Rewards

This joint presentation will examine a couple of case studies and take you through a variety of manners in which NonProfits can benefit from the use of social media. In addition to seeing and hearing real-world, working examples we will also look at issues such as:

• Utilizing social media as an integral part of fundraising
• Increasing presence of your organization’s cause
• Developing “Brand Ambassadors” to endorse your organization
• Addressing the crowd
• Examining a Case Study -- Showcasing the Award Winning Social Media Campaign, SocialWorkersSpeak.org

Greg Wright, Senior Communications and Public Relations Specialist
National Association of Social Workers

Dave Bentley, Marketing Manager
Association for Professionals in Infection Control
and Epidemiology

4:00 p.m.

Social Unleashed:
Unlocking The Transformative Power Of Social Media

Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social media to amplify organization awareness, engage the community, and drive program and agency results – but most organizations are just scratching the surface of what’s possible.

This session will provide insight into:

• Keys to unleashing the power of social media including:
• Cross-network engagemen
• Harnessing social data
• Leveraging social signals across the web
• Understanding how to converge social, local and mobile communications for an effective strategy
• Making paid, owned and earned media work more effectively together

Allen Todd, Director, Patient Education & Advocacy
Global Healthy Living Foundation

Chris Glushko, Senior Director, Marketing
IAB (Interactive Advertising Bureau)

Jacqueline Young, Director of Publications and External Communications
Howard University School of Law

4:45 p.m.

Idea Exchange: Questions, Feedback, Collaboration

4:55 p.m.

Chair Wrap Up

Mike Panetta, Partner
BEEKEEPER GROUP
Training Chairperson

5:00 p.m.

End Of Day One

5:10 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All training attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Washington, DC's fine dining while you continue to network with your colleagues.

7:45 a.m.
Continental Breakfast & Networking

8:15 a.m.
Chairperson's Opening of Day Two

Mike Panetta, Partner
BEEKEEPER GROUP
Training Chairperson

8:30 a.m.

How To Use Social Media Messaging For Crisis Communications

Because web-enabled mobile devices and social media applications have become so prevalent, we are now able to reach people in the path of natural disasters with important messaging faster than ever before. This is especially important during emergencies that involve power failures. As Hurricane Sandy approached landfall in late 2012, the Centers for Disease Control and Prevention’s (CDC) National Center for Environmental Health (NCEH) assisted state and local public health partners by developing and share storm-related messaging across several social media channels. Learn how social media can be a useful and important tool for sharing information to help people be prepared for and stay safe during and after emergencies and natural disaster.

Jay H. Dempsey, Health Communication Specialist
U.S. Centers for Disease Control and Prevention, National Center for Environmental Health/Agency for Toxic Substances and Disease Registry

9:10 a.m.

How To Change Attitudes Using Social Media

In 2009-2012, the successful project XOVATION aimed to change attitudes and open up to try new ways of communicating. By capitalizing on the Internet, mobile phones and social media like Facebook and Twitter, the dialogue became faster, more interesting and, above all, much less formal.

This interactive session will examine how NetPort was able to improve communications and change attitudes during their XOVATION project and you will receive an insider's peek into the why's, how's, and wow's of the results.

Petra Charlotte Arrenas, Project Manager Digital Media
NetPort.Karlshamn

9:40 a.m.

Idea Exchange: Questions, Feedback, Collaboration

10:00 a.m.

Social Media And Crisis/Reputation Management:
Best Practices For Avoiding Social Media Suicide

Many organizations and companies are hesitant to dip their toe in the waters of social networking, for fear that a communications crisis could go viral and damage their reputation. As social media channels and platform offerings expand, so too do the risks to your organization’s reputation if you do not have the right policies and strategies in place. Learn how to position your organization to maximize the opportunities that social media offers, while minimizing the risks.

This informative case study will look at topics such as:

• Effectively communicating with critics via social networks
• Creating a strong social community and engaging with your advocates
• Structuring an effective crisis response team
• Responding humanely during a crisis

Andrea Basora, Senior Vice President, Digital Communications
Insurance Information Institute

10:30 a.m.

Protecting Your Organization And Employees: How To Create Beneficial Social Media Policies

Ever wonder which social media policies your business needs? And then wonder where and how do you get started?

Social media policies are crucial to the success of any business in this day and age. Identifying the necessary policies ensuring they are compliant, and learning to roll them out to your internal and external audiences can make all the difference.

In this session you will learn:

• How to identify the most important aspects of properly planning, creating, and executing social media policies for your organization
  
• How to protect your organization while being beneficial for your employees
  
• How to get started
  
• Where to get started
  
• What to look for when considering compliance

Kimberly Brown, Communications and Social Media Manager
AAPS (American Association
of Pharmaceutical Scientists)

Deidre Forster, State Public Affairs Officer
Wyoming Military Department

11:10 a.m.

Idea Exchange: Questions, Feedback, Collaboration

11:20 a.m.

Gamification: The Next Gen Media And Marketing Tool

In this session, you will learn what gamification is, what it isn't, its advantages and disadvantages and how it can help your organization. You will also hear how to leverage the power of video within social media to reach your intended audience.

Scott Shaw, Chair, Game Design and Development Program,
and Video and Motion Graphics Program
Wilmington University

Laurie Bick, Director of Public Relations
Wilmington University

11:50 a.m.

Gaining Friends And Influencing Others: Using Social Media To Build A Movement From Scratch

In this session, you will hear lessons learned from the recent launch of a new public-facing health campaign and the critical role that social media played.

Philip Zepeda, Vice President, Cause Marketing and Communications
The American College of Chest Physicians

12:20 p.m.

Idea Exchange: Questions, Feedback, Collaboration

12:30 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a social media hot topic! Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:55 p.m.

The Shifting Marketing Landscape

In the world of social business world, priorities can shift almost daily with the emergence of new platforms. While this presents an amazing opportunity for marketers, it also brings unprecedented challenges. What should marketers be focused on today? What can drive the greatest success for their companies? How do you measure that success?

Suzanne Fanning, President
WOMMA (Word of Mouth Marketing Association)

2:25 p.m.

Uncovering Value Through Social Media Analysis

From influencer identification to ROI calculation, social media data analysis is being used across the world in an endless number of ways. We outline a number of innovative uses for social media data that are helping organizations measure and gain from their social media investments.

In this session we will examine:

• The current state of the art in social media analysis
  
• Some of the hidden “gotchas”
  
• Explore the future of the discipline

Stephanie Thara, Public Affairs Web Communication Specialist
The California State University

3:00 p.m.

Idea Exchange: Questions, Feedback, Collaboration

3:10 p.m.

The Importance Of Social Media Within Community Engagement

Social media is as important to community engagement as more traditional means of communication such as mainstream media, community events and stakeholder relations. As social media channels and platform offerings expand, there are greater opportunities to partner with like organizations and invite new stakeholders to join the conversation.

This session will provide insight into:

• Engaging with social groups through formal and informal partnerships
  
• Using social media in an engaging and meaningful way
  
• Starting conversations and sharing stories
• Create a stronger level of community engagement
  
• Monitoring user activities and postings to establish situational awareness

Patrick von Keyserling, Director of Communications
City of Boulder, Colorado

Mike Banuelos, Communication Specialist II
City of Boulder, Colorado

Benet Wilson, eNewsletters/Social Media Editor
AOPA (Aircraft Owners and Pilots Association)

Mary Krakowiak, Digital Engagement Specialist
National Archives and Records Administration

Kristen Baker, Social Media Marketing Manager
Georgia Department of Labor

In this session we will examine some of the top social media myths that are often thrown out as objections to why a Federal agency will not jump on the “social media bandwagon.” Each myth will be examined and discussed with the actual reality presented so everyone can feel comfortable and confident in using social media.

Some of the top myths we will discuss include:

• Social media is simply another venue for disseminating content as a function of public affairs.
  
• All the feedback we receive on social media will be negative, critical feedback that will cast our agency in a poor light.
• You have to be on the cutting edge of technology to use social media effectively.
• Most comments on social media are not well thought out of constructive.
• We will be inundated with responses and feedback, and this will overwhelm our people or systems.
• No one is interested in the material we would put on social media; it’s simply too boring.
• Social media is only for the younger generation. My audience is not going to be on that medium.
• Maintaining a social media presence takes too much money.

William Spencer, Clerk of the Board
U.S. Merit Systems Protection Board

Joselyn Baker, Senior Vice President, External Affairs
Georgia Chamber of Commerce

4:25 p.m.

Social Response:
Using Social Media In Crisis Communications Situations

Social media can be a tremendously helpful tool when communicating through a crisis situation. In this session, you will learn how one commodity organization used social media as part of its strategy to inform and engage with consumers during a crisis.

Stacy Fitzgerald-Redd, Senior Director, Communications
USA Rice Federation

4:55 p.m.

Idea Exchange: Questions, Feedback, Collaboration

5:05 p.m.
Chair Wrap-Up, Share Key Takeaways & Close of General Sessions

We’ll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

Mike Panetta, Partner
BEEKEEPER GROUP
Training Chairperson