8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
Moving Influencers Into Action: How To Make The Most Of Your Social Media Campaign To Spread Your Message, Engage Your Audience And Persuade Decision Makers

As the Association of American Medical Colleges (AAMC) knows well, moving influencers to action is not that simple. Now more than ever, government funding is at a premium. There are a host of important issues – from our Nation's security to environmental concerns to the sub-prime mortgage crisis – all seeking an infusion of tax dollars. Moreover, federal lawmakers are besieged from every direction – being asked to care for and support them all. The AAMC's challenge is to persuade and convince lawmakers, through their constituents, to make sure the National Institutes for Health (NIH) funding rises to the top of their priority list by the time they begin to discuss the 2010 budget.

By augmenting the standard media buy with some basic social media, Porter Novelli worked to ensure "word-of mouth" endorsements and viral marketing activities gained additional champions on this issue. Horizontal influence strengthened the campaign, Research Means Hope, by building community over the long-term.

• Facebook - providing a visible platform for promoting the need for medical research funding. This included the creation of a Facebook page, that allowed supporters to join the cause, and also incorporated branding from the campaign
• Twitter - a platform for direct messaging about updates, news and information to the community used to identify appropriate individuals to "follow" in the targeted districts
• Campaign Widget – emailed or embedded onto other websites that may want to feature the campaign. The widget was also used to direct individuals back to the ResearchMeansHope.org website.
• Blog Outreach - bloggers help keep the lack of medical research funding present and alive in the digital space. This was crucial to the overall integrated campaign and helped to establish the need for medical research funding and enlist online influencers to help spread the word.

Finally, you will learn about the transition from the social media engagement campaign to the Coalition.

Eddie Garrett, Senior Vice President, Digital
PORTER NOVELLI

9:30 a.m.

Expanding Your Recruiting Communications Reach Into Virtual Worlds And Social Networks

Since 2000, the Internal Revenue Service (IRS) has used a comprehensive recruitment marketing and advertising plan to support its annual hiring goals. In 2008, the IRS began a small project to explore the use of virtual worlds and social networks as recruitment marketing and advertising channels.

In June of 2008, the IRS project team began construction of an IRS Careers Center in the Second Life virtual world, operated by Linden Labs. Soon, the IRS found out that holding job fairs in Second Life was going to be way too expensive and presented multiple technological challenges. But, they also discovered how to use Second Life as a low- cost communications channel that reaches into this exciting community of over 15 million people worldwide.

• Communications model and how your organization can shape it's
  communications and recruitment strategy
• Resources and technology model, and how your agency can make
  the most out of low-cost communications channels
• 2010 goals and advice on how your agency can start using
  social networking to recruit top talent

Frank Stipe, IRS Second Life Project Team Leader
Mona Jain, Senior Policy Analyst
INTERNAL REVENUE SERVICE

10:45 a.m.

Empowering Your People: How To Harness The Power Of A Million Using Social Media

The U.S. Army jumped into the social media space in January 2009, when it formed the Online and Social Media Division. Since then, it has launched an official Facebook fan page (now 50,000 fans strong), an official blog page and increased the capabilities and interactions across a host of social networking sites.

At the core of these outreach efforts is the body of individuals supporting and empowering Army Public Affairs as they tell THEIR Army strong story. Through the military blogosphere, moms on Facebook and other key demographics, the U.S. Army is able to communicate key messages, as well as gather feedback.

• Government crowdsourcing – how to pull ideas and information from your community
• Engaging the blogosphere – why you should start there first, and how
• Strategy – why it's important, even in the social networking space
• Personality – how a brand like the U.S. Army has to keep it personal
• Culture change – why it has to happen to create a successful social media campaign

Lindy Kyzer, Online and Social Media Division, Office of the Chief of Public Affairs
U.S. ARMY PUBLIC AFFAIRS

11:30 a.m.

Adding Social Media To Your Communications Toolbox:
How To Make It Work Best For Your Overall Strategy

In October 2009, the National Ocean Service (NOS) was not using any social media tools to deliver its messages. Since that time, NOS has developed RSS feeds; began offering two bi-weekly audio podcasts; and launched a Twitter account, a Facebook page, a YouTube channel, and a Flickr page.

For NOS, the use of these social media tools is not about the tools themselves, but about the overall communication goals of the organization. NOS started social media efforts not by asking, "What social media tools do we want to use?" Instead, NOS looked at overall goals and objectives and then considered what tools (social media or otherwise) would be most effective in reaching those goals. The agency then built a measurable strategy that fit within the NOS communications goals and within constrains of limited staff resources.

• Connecting social media to overall communications goals
• Building a team needed to tackle content and technical issues
• Developing written operating plans that provide guidance and help set parameters on the focus and scope of these tools

Emily Crum, Chief, Communications and Content Services Branch,
National Ocean Service Communications & Education Division
NATIONAL OCEANIC AND ATMOSPHERIC ADMINISTRATION

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.

1:45 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 social media 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 social media initiatives.

2:30 p.m.

Reaching Across Organizations With Virtual Worlds

The Government is searching for ways to share resources and communicate across organizations. Social media tools provide the means. This panel will discuss three cross-government models that have been or are being developed using virtual worlds as the social media tool. Models represented will include: Federal Consortium for Virtual Worlds, USDA/IRM College, a trusted source-hosting pilot, and Team Orlando Project.

• Work across organizations using social media as the vehicle
• Create common structures to share resources, best practices, take advantage of economies of scale, etc.
• Identify and address thorny problems that arise in projects across organizations

Beverly Gay McCarter, Education Innovation Specialist
Information Resources Management College
NATIONAL DEFENSE UNIVERSITY

Alexander Pyle, PMP, IT Specialist, Office of the Chief Information Officer
U.S DEPARTMENT OF AGRICULTURE

Karen Cooper, Branch Head, RDT&E, FEDSUN, FLR, DREN Network
Naval Air Systems Command, Team Orlando
NAVAL AIR WARFARE CENTER TRAINING SYSTEMS DIVISION

3:30 p.m.

How To Leverage Data Patterns And Build Your Social Media Policy While Developing Your Community

Cities, since the beginning, have been developing the fine art of community building, which any good social media expert will tell you that's what social media really is. Community Development, the process of making people feel connected to one another, is a base mission of what cities do. Every business unit within a city has some data pattern that can be leveraged though a social media platform to improve community development.

Trying to get one's arms around social media and a municipality's enterprise data "profile" often seems like holding onto a very large ball. How do we break this problem up into small, repeatable processes that can bring several small wins and direct the future of community building on the local level?

• Data patterns – building flow charts that address the types of social platforms needed
• Data layers – How to maintain it while keeping the information yours
• Brand management
• Building policy – "the living document"
• Responsibility to your citizens

Steven Hagen, System Support, Department of Information Technology
CITY OF RICHMOND, VIRGINIA

4:15 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.

Eddie Garrett, Senior Vice President, Digital
PORTER NOVELLI