8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Social Media Measurement: How to Effectively Manage and Measure the Effectiveness of All You Do

Gathering, analyzing and distributing valuable business intelligence extracted from traditional and social media sources takes a lot of effort and planning – so where do you begin?

This session will help you develop your own roadmap to effective and efficient social media measurement. You’ll learn tips and advice to help you:

• Develop a plan to measure and manage your social media programs
• Identify and focus on the right metrics
• Analyze the effectiveness of both your social media and traditional communication programs to help you focus on the programs with the biggest impact

Jim Donnelly, Director of Content
MEDIA MISER

9:15 a.m.

You Shall Not Pass!! Dealing With Trolls In Social Media

Unfortunately trolls do exist and unlike Frodo we do not have the luxury of having Gandalf the Grey at our side.  Social media has created a new dynamic in citizen government engagement and communication, however that dynamic can cross over to the negative.  While that is not necessarily bad, if it goes too far it can become a black eye and skew your measurement efforts.

In this session the City of Regina will share it’s experiences and tactics in dealing with a troll so that your social efforts can get back on track and your measurements can continue to be a productive contributor to the organization.

Philippe Leclerc, Interactive Communications Manager
CITY OF REGINA, SASKATCHEWAN

9:45 a.m.

Are We There Yet? Planning and Measuring Your Success with Social Media

In this session, we will walk through several real-world examples from Microsoft’s public sector team, and it’s customers, of planning and measuring for success with social media.  The session is designed to provide attendees with strategies and tactics for setting measurable social objectives, how to navigate executive expectations around social and how to infer meaning from the metrics collected.  You will take away:

• Strategies for mapping objectives to measurement
• A set of best practices & anecdotes to inform your own programs
• Further examples of lessons we learned the hard way

Michele Bedford Thistle, Microsoft Government Team
MICROSOFT, GOVERNMENT TEAM

10:15 a.m.

Idea Exchange: Questions, Feedback, Collaboration

10:25 a.m.

Morning Refreshment & Networking Break

10:35 a.m.

Group Round Table Discussion:

11:05 a.m.

Social Media Takes A Leading Role At VIA Rail Canada

Learn how VIA’s social media channels have grown consistently and how they have tracked their progress. Specifically, you'll hear how social media in now playing an important, leading role in the company’s day-to-day communications with it’s customers, the public and stakeholders.

You'll hear how social media is being managed and measured, including:

• Learn how social media plays a key role in effective crisis management
• How to reach out and maintain close contact with your followers
• The different ways they keep the information flowing

Yves Desjardins-Siciliano, Chief Legal and Corporate Affairs Officer
VIA RAIL CANADA

11:35 a.m.

Understanding Key Indicators And Tools --Flickr, Facebook, Twitter, YouTube -- That Can Be Used In Determining How Effective Your Social Media Efforts Are

The status of the term “Government Social Media” has quickly moved from Oxymoron to Standard Practice. In fact, the pace by which this transformation took place has left many of us scrambling to determine just how effective our efforts truly are.

British Columbia has prided itself on being early adopters of these new media tools– but one size does not fit all, and office executives who say “we should be on Facebook” may not know that, for example, their stakeholders are actually using LinkedIn.  To be successful in social media an agency must: know their goals before choosing an appropriate platform; metrics must be identified; and data collected to assess performance.

The Climate Action Secretariat has an outreach mandate to engage both the public and sustainability practitioners alike.  The ultimate goals are the reduction of provincial carbon footprint, increased resiliency to climate change, and demonstrating British Columbian policy leadership on the file.  Metrics are taken from participation in online campaigns and conversations, uptake of green incentive programs and visibility of success stories from partners

This thought provoking session will give you insight about these indicators along with methods by which you can measure them, as well as lessons learned to ensure your success, including how to: 

• Understand and identify 5 indicator tools:
  1. Twitter Townhall Chats, how to measure conversation exposure by TweetReach
  2. Posted links, how to measure click-through using HootSuite
  3. Websites’ referrals from social media, metrics on WebTrends, Google Analytics
  4. Online campaign virality and exposure demographics, Facebook Insights
  5. Case for Keeping Flickr Pro Statsphoto analytics vs. New Free account
• Differentiate between posting to one network versus another
• Use Facebook moderated comments on your public blogs
• Cross-post links between multimedia (youtube, flickr) and text-update networks (Facebook, Twitter, LinkedIn, Yammer)
• Use a platform called IGLOO as an intranet and stakeholder engagement and collaboration tool

Trevor Barry, Social Media & Outreach Officer
PROVINCE OF BRITISH COLUMBIA’S CLIMATE ACTION SECRETARIAT

12:05 a.m.

Idea Exchange: Questions, Feedback, Collaboration

12:15 p.m.
Chairperson’s Recap: Key Takeaways And What To Do When You Get Back To The Office

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

12:30 p.m.

Close Of General Sessions

1:30 p.m. to 4:00 p.m.
Complete your training experience with Post-Training Interactive Workshop D!

This workshop is designed to take your seminar experience to the next level and provide you with the opportunity to take the information you gained from the general sessions, and help you focus on developing your own plans and strategies when you return to the office. Make the most out of this seminar by attending this highly interactive, hands-on session. Space is limited to ensure interactivity!

How To Measure, Monitor And Analyze The Effectiveness Of Your Traditional And Social Media Strategies