8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson's Welcome and Opening Remarks

Sara Cohen, Senior Consultant
BOOZ ALLEN HAMILTON

8:45 a.m.

How To Use Social Media And Risk Communications To Position Your Agency For Success In Supporting Crisis Response

The U.S. Department of Defense is tasked to be prepared to respond to many different crisis scenarios. Through implementing social media into their response plan, they plan to be able to act upon and refine their risk communications efforts much faster and much more effectively.

This session will define risk communication, how it relates to a crisis situation, and how it fits into your crisis communication plan. You will gain an understanding of the Joint Information Center concept and how new social media tools can position you and your organization for success in support of crisis response when lives are on the line.

• Building and collaborating your internal resources before a crisis happens
• Understanding the best, most effective ways to inform your citizens of what to do in the event of an emergency
• Managing citizens' expectations through social media communication, building the public’s understanding of what your agency can offer
• Managing your agency’s reputation, before, during and after a crisis occurs

Charles J. "Jack" Holt, Sr. Strategist for Emerging Media, Defense Media Activity
U.S. DEPARTMENT OF DEFENSE

9:30 a.m.

Speed Networking

You'll have a chance to meet and greet fellow attendees in this fun and fast-paced forum.

10:30 a.m.

Communicating During A Novel Emergency: How To Make Your Messages Viral By Using Social Media

• Increase CDC's (Center for Disease Control) dissemination and potential impact for science
• Leverage unique characteristics of emerging channels
• Reach diverse audiences, tailor and personalize messages
• Facilitate interactive communication and community
• Empower people to make healthier and safer decisions

During the novel H1N1 (also known as Swine Flu) response, the CDC social media team worked within the emergency communications structure to develop a number of innovative and effective customer-centered and science-based products to expand the reach of their health messages, engage the public and partners with interactive tools, and present content in new formats and in new places. Specifically, CDC utilized widgets, mobile and other phone technologies, graphical buttons, online video, podcasts, eCards, RSS feeds, microblogs (i.e. Twitter), image sharing, social networking, email and booking marking and sharing tools.

• Specific challenges and opportunities governmental entities face in using social media
• Strategies for integrating social media into your crisis communications efforts
• Methods for encouraging viral spread of your messages
• Tapping into the "wisdom of the crowds" and "people like me" to improve public health

Ann Aikin, Social Media Lead, Division of eHealth Marketing
National Center for Health Marketing
CENTERS FOR DISEASE CONTROL AND PREVENTION (CDC)

11:15 a.m.

How To Communicate Using Social Media During Managed Emergencies And Measure Results

This year has been a seminal year for the USDA Forest Service, in regards to social media and wildland fire. While many of the people who work with the public and media on the Nation's wildland fires touched on the use of social media in 2008, it became a national push, especially during the Obama campaign and administration, forcing those in government public communication work to look harder at social media's use within government.

The Forest Service has always asked the public to come to them to their opinions. Engaging in social media requires an agency shift to go to the public where they are talking and engage in a conversation. In 2009, Forest Service wildfire teams focused on using Facebook and Twitter, as well as a few listening post tools (i.e. Google Reader) for measuring results.

In this session, the Forest Service will present their findings about the impact social media had on communicating messages during wildfire emergencies. They will also share lessons on what worked and what didn't and whether the public's perception on how they communicated improved.

Kris Eriksen, Information Officer, Portland NIMO Team, Washington Office
U.S. FOREST SERVICE, U.S. DEPARTMENT OF AGRICULTURE

Robin Cole, Public Information Officer, Atlanta NIMO Team
U.S. FOREST SERVICE, U.S. DEPARTMENT OF AGRICULTURE

The San Francisco Public Utilities Commission (SFPUC), a city and county agency providing high quality water, wastewater and municipal power, is utilizing social media sites like Twitter, Facebook, YouTube, blogs and others as part of a broad communication strategy to engage the public, promote preparedness and respond when disaster strikes. It is not a matter of if, but WHEN a major earthquake or other major disaster will strike the San Francisco Bay Area.

Using social media as one of several strategic communication tools is a must for any government agency. Sending update tweets, sharing photos and information on Facebook and uploading real time photos and video are just a few of the ways agencies need to communicate with the public before, during and after a crisis.

• SMS (Short Message Service) Texting is one of the most stable networks in emergencies – when cellular networks are jammed and power is out
• News media reporters use Twitter and Facebook now more than ever to get breaking news and follow emergencies…literally seconds after they happen
• Social media as a great resource for providing official photos, video and real-time information about events via YouTube, Twitter, blogs, etc.
• Social media as an opportunity to 'humanize' the crisis and use direct, honest and personal communication to inform citizens
• How using hashtags on Twitter (ex:#SFquake) can help increase searches of specific topics and bring people to your website for information
• Building closed, staff-only, Twitter accounts to alert them of emergencies while in the field via their mobile phones
• The cons of Twitter – too much traffic at times, text is primarily in English, must build a following before crisis so it is viral
• Accessing Twitter, Facebook, YouTube and other sites in a crisis to make instant updates on your mobile phone
• How sites like Twitter and Facebook allow you to give updates so people know their wellness and location during a crisis. (This is currently in use by the Red Cross).

Tony Winnicker, Director of Communications
SAN FRANCISCO PUBLIC UTILITIES COMMISSION

Amy Sinclair, Public Relations Officer
SAN FRANCISCO PUBLIC UTILITIES COMMISSION

12:45 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

2:15 p.m.

The Role Of Social Media In Planning For And Supporting Emergency Communications And Situational Awareness

As social media tools such as Virtual Worlds, Facebook, Twitter, or SiriusXM Satellite Radio are exploited in ways the original developers could have barely imagined, a new "industrial strength" value portfolio has emerged. Facebook and Twitter have been successfully used as an alternate communications channel outside of proprietary and static communications networks. Virtual Worlds are being used for emergency preparedness scenario development, virtual exercises and training. Commercial Satellite Radio environments, such as SiriusXM, provide ubiquitous coverage and a robust satellite-delivered architecture resistant to interruptions that traditional terrestrial networks are susceptible to during emergency situations.

• Implement existing 24/7 emergency information channels with proven capability that were developed after Hurricane Katrina and other severe storms
• Use virtual world technology to support surface transportation emergency planning, training and predictive analysis
• Learn from "Red Cross Radio", established within hours following Katrina
• Leverage Facebook and Twitter during emergencies
• Enable the use of satellite radios, as they are a redundant national backbone in EAS (spell out) communications
• Obtain localized information via the individual traffic and weather channels for large citied
• Communicate to mobile users by sending real-time updates from storm chasers, emergency responders, aircraft in flight and vessels in coastal waters
• Correspond real-time graphical traffic and incident information through vehicle navigation systems

Tim Schmidt, Chief Technology Officer
U.S. DEPARTMENT OF TRANSPORTATION

Michael Pack, Director, CATT Laboratory
UNIVERSITY OF MARYLAND CENTER FOR ADVANCED TRANSPORTATION TECHNOLOGY ENGINEERING RESEARCH

John Archer, VP Operations
SIRIUSXM SATELLITE RADIO

3:00 p.m.

Developing An Authoritative Social Media Crisis Strategy That Will Educate And Engage The Public Before Disaster Strikes

Government agencies have a need and an opportunity to use social media and Web 2.0 tools in a way that educates and engages the Nation. Developing a sustainable social media strategy for a federal agency, however, requires more than just a desire to use the new tools. Serious thought and planning needs to be matched with the agency's mission, needs and capabilities.

The Federal Emergency Management Agency (FEMA) has been developing its social media program since June 2008, and continues to enhance its capabilities through a sustainable communications model that focuses on its partners, audience and internal workflows. FEMA can provide one of many federal government models for developing a social media plan that is scalable and authoritative.

• Identify statutory authorities for communications avenues
• Integrate responsibilities into existing roles
• Implement social media strategies that are legally compliant
  (endorsement, privacy, records, user agreements)
• Locate on-network vs. off-network applications
• Determine which tools to use and how to use them

• Before disasters to educate and engage
• During disasters to provide support
• Duty-officer vs. personality

• Re-messaging state, local and federal messengers
• Building content for network dispersal
• Identifying opportunities

John Shea, FEMA External Affairs
FEDERAL EMERGENCY MANAGEMENT AGENCY,
U.S. DEPARTMENT OF HOMELAND SECURITY

4:05 p.m.

How To Use Social Media Tools For Crisis Prevention Management And To Engage Diverse Communities

Government public diplomacy, in which the government communicates directly with foreign publics, has always played a part in preventing social or political crisis. Now, new efforts in strategic communications have been launched to engage foreign publics, and help to prevent and manage social/political crises through blogs, YouTube and other social media tools.

Through real-life examples from the U.S. Department of State Bureau of Educational and Cultural Affairs, and the Office of Policy, Planning and Resources for Public Diplomacy and Public Affairs, you will learn how social media is forging community where high levels of socio-political tension are present. This session will also explore how interactive media can play a role in crisis communication and prevention strategies.

This presentation will use this recent history and related examples from offices such as the U.S. Department of State Bureau of Educational and Cultural Affairs, Office of Policy, Planning and Resources for Public Diplomacy and Public Affairs to illustrate how social media might forge community in contexts, where high levels of socio-political tension are present. This session will also explore how conflict prevention and management projects, carried out through interactive media, can play a role in broader crisis communication and prevention strategies.

• Use social media tools such as Facebook, Blogs, and website features such as Groups and Forums, Twitter and other tools to foster community among diverse communities
• Prepare for and/or respond to crises in social media forums (recent examples: Gaza, Iranian election aftermath, the military ouster of Honduran president Zelaya)
• Adapt lessons from the federal government on best (and worst) practices
• Understand and measure the impact of social media efforts

George Selim, Policy Advisor
OFFICE FOR CIVIL RIGHTS AND CIVIL LIBERTIES,
U.S. DEPARTMENT OF HOMELAND SECURITY

Dr. Amy Zalman, Senior Strategist
SCIENCE APPLICATIONS INTERNATIONAL CORPORATION (SAIC)

4:50 p.m.

End of Day One

5:00 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference 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 DC's fine dining while you continue to network with your colleagues.