8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
5 Ways To Perform And Measure Citizen Engagement: Inform, Consult, Involve, Collaborate & Empower

“Citizen Engagement” is a feel-good term that every government agency tries to incorporate into its operations in some way, but how do we, as social media professionals, understand and execute "engagement" activities?

This session will explain why you should turn your attention to "Public Participation" rather than focusing on "engagement," and will detail the International Association for Public Participation (IAP2) spectrum of citizen participation that forms the basis for this training. The IAP2 states that "the spectrum was designed to assist with the selection of the level of participation that defines the public's role in any public participation process, [and] shows that differing levels of participation are legitimate and depend on the goals, time frames, resources, and levels of concern in the decision to be made."
You will learn the tools and tactics to spur various kinds of participation, not only with stakeholders outside your office or agency, but within it. Specifically, you'll learn how to conduct and evaluate programs that:

1. Inform: provide the public with balanced and objective information to assist them in understanding the problems, alternatives, opportunities and/or solutions
2. Consult: obtain public feedback on analysis, alternatives and/or decisions
3. Involve: work directly with the public throughout the process to ensure that public concerns and aspirations are consistently understood and considered
4. Collaborate: partner with the public in each aspect of the decision-making process including the development of alternatives and the identification of the preferred solution
5. Empower: place final decision-making in the hands of the public

Gadi Ben-Yehuda, Social Media Director
IBM CENTER FOR THE BUSINESS OF GOVERNMENT
Conference Chairperson
@gbyehuda

9:00 a.m.

Listen, Leverage, Learn: Using Social Media To Improve Your Products And Services And Enhance The Customer Experience

Wouldn’t it be great if you could read your customers’ minds? While technology might not be there quite yet, social media has opened up a world of possibilities when it comes to understanding customers and their needs. While they may not be taking your surveys or attending your focus groups, they are talking about your products and services online everyday.

This session will help you develop a social listening process for your agency and suggest ways you can use candid social media feedback to develop relevant content for your social media channels. Additionally, the session will guide you through ways you can integrate social media with your existing feedback mechanisms to improve your products and services thereby enhancing the customer experience, including how to:

• Develop a (free) social media listening process for your agency
• Use social media feedback to improve your products and services
• Use online listening to inform your social media content

Susan Thares, Social Media Advisor
U.S. DEPARTMENT OF EDUCATION

9:30 a.m.

Your Opportunity To Ask Questions

9:55 a.m.

Digest Session: Discuss And Brainstorm

Whether it’s a weekly update, emergency broadcast, or contest – every agency is looking to communicate what they’re doing to the public. Discuss and brainstorm with fellow attendees and speakers techniques you’ve had success with, or concerns you’re having, in communicating agency information to citizens.

10:25 a.m.

Harnessing The Power Of Social Media To Engage And Strengthen Your Relationship With Citizens

The Maryland Commission for Women’s (MCW) mission is to reach women throughout the State of Maryland and provide them with the resources and educational opportunities for advancement. The MCW, an agency of the Department of Human Resources (DHR), has developed a social media presence to reach a wider target audience. Commissioners have been encouraged to post events, activities, as well as blog about learning opportunities available to Maryland Women at the Heritage Center and at their local County Commissions for Women.

Social media has allowed the MCW to reach their target audience more effectively, build a stronger relationship with Maryland Women’s Heritage Center (WHC) with the aim to reach out to local Commissions for Women, and develop impactful educational programs.

This session will explore how you can use social media as a platform to provide valuable information directly and effectively, as well as reach a new, younger population using Facebook, Twitter, YouTube, and blogs, efficiently. including:

• Learning about the needs of your target audience
• Providing citizens a place to share their opinions, ideas and upcoming events
• Creating a forum for conversations with stakeholders
• Educating citizens about important information and programs
• Increasing awareness of available services and opportunities
• Creating pathways for career development

Dr. Kathleen White, Chair Education Committee
Eliner Tryon Elgin, Director of Outreach – Liaison Maryland Women’s Heritage Center
MARYLAND COMMISSION FOR WOMEN

10:55 a.m.

How To Successfully Balance Security And Open Communication In A Web 2.0 World

As a global organization, with billions of employees, family members, and stakeholders to keep informed, the U.S. Army is breaking down barriers and successfully operating in the social media space, while being careful to ensure security is maintained.

Unlike their civilian counterparts, who don't want to give their competitors any of their secret recipes, the U.S. Army is careful to not give the enemy an advantage. In this session, you will see how the U.S. Army Public Affairs is using social media as a powerful tool in accomplishing its mission of informing the American public, as well as that of connecting Americans to their Army.

Leave this session with the ability to maintain the balancing act in your own organization, including:

• How you, like the U.S. Army, can balance security with transparency
• How to control what is put out via social media
• Knowing why making information available to the American public is beneficial

SSG Dale Sweetnam, Online and Social Media Division
U.S. ARMY PUBLIC AFFAIRS
@DSweetnam

11:25 a.m.

Your Opportunity To Ask Questions

11:35 a.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a specific 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 communication concerns.

1:00 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss solutions to your citizen engagement challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own engagement initiatives.

1:30 p.m.

How To Use Your Social Media To Attract And Communicate With Local Media And Bloggers

Kentuckiana Regional Planning and Development Agency, (KIPDA) is the Metropolitan Planning Organization for the Louisville Metro Area, responsible for three Kentucky counties and two Indiana counties. One of the major challenges faced by KIDPA is gaining the attention of local media and keeping them engaged in what KIPDA is doing.

In order to get to the media and “meet them where they are” KIPDA began using social media and a blog as a way to bring them in. They began by getting them to become “fans”, “followers,” etc., of their Facebook and Twitter pages and then began using their blog as a news source.

The results and benefits of this were that even if they didn’t cover the topic in their next day paper, or on their broadcast, they would at least re-tweet the information or send folks to KIPDA’s blog through their Facebook pages.

You will leave this session with new information and understanding on new ways to engage the local media, including:

• How to create a better awareness for your organization and ultimately get the public more involved
• Lessons learned, pay-offs and how to’s
• How being involved with the local media can help in your future planning and development

Josh Suiter, Community Outreach Specialist, Transportation Division
KENTUCKIANA REGIONAL PLANNING AND DEVELOPMENT AGENCY (KIPDA)
@kipdatrans

2:05 p.m.

Facebook, Twitter, FourSquare, Oh My! How To Utilize The Many Social Media Tools To Engage, Expand, And Add Value To Your Conversation

So just when you get comfortable with conversations on Twitter and Facebook, along come a few new kids to the social media block – welcome FourSquare, Pinterest and Google+, to name a few. What are they and how can you use them to engage, expand reach and add value to the conversation? Let's talk.

This interactive panel session will give you an inside look at the many different social media tools available to you from Facebook, Twitter, Pinterest, YouTube, blogs, SCVNGR and QR codes, FourSquare, and more!

You will leave this session with a sigh of relief as you will have a better understanding of which tools will work best for you and how to begin implementing them into your communications strategy.

Panelists:

Katie Jones, Public Relations Specialist and Social Media Enthusiast
SAN DIEGO COUNTY REGIONAL AIRPORT AUTHORITY

3:00 p.m.

Digest Session: Your Future In Social Media

Discuss with fellow attendees and speakers what you would do with social media and engaging citizens if there were no restrictions, no budgets, no privacy concerns.

3:30 p.m.

How To Use Mobile To Provide Citizens With Government Services On-The-Go

In 2 to 3 years, analysts expect mobile internet usage to outpace desktop internet access. Smartphone users are now able to interact with the world and the services in their lives in a whole new way. You can deposit a check without ever leaving your couch, book a flight while riding the Metro, and make dinner reservations from the block you’re standing on.

Consumers are constantly looking for dynamic, personalized content and services that will help them engage and exchange with others, and share common experiences while on the go. So, how are you keeping pace with the mobile revolution?

In this session you will learn about the intersection of social, mobile, and local for a successful delivery of your communications and services, including:

• A first hand look at mobile app case studies
• Ways to use mobile for customer service innovations
• Using social media to reinforce your mobile campaigns
• Using mobile to reinforce your social media marketing and communications

Bob Sanders, Director of Operations
ARKANSAS.GOV

Hilary Hartley, Director of Integrated Marketing
NCI, INC.
@hillary

4:00 p.m.

Your Opportunity To Ask Questions

4:05 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.

Gadi Ben-Yehuda, Social Media Director
IBM CENTER FOR THE BUSINESS OF GOVERNMENT
Conference Chairperson

4:30 p.m.

Close Of General Sessions