8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

Matt Bado, Senior Consultant
BOOZ ALLEN HAMILTON

8:40 a.m.

How To Use Open Source Social Media To Transform Your Intranet

How would you compare the usability and effectiveness of your organization's intranet with that of the public Internet? Have you ever wondered why you're able to use tools like Wikipedia, blogs, forums, and Facebook on the Internet, but features like these are unavailable or even prohibited behind the firewall?

In most organizations, the organizational intranet was built to be the one place for all of the information that you’ll need as an employee. They are often created using a model that we’re all too familiar with – the "one-stop-shop." Unfortunately, in trying to create everything for everybody, most intranets have become tightly controlled portals where information flow is restricted to those with the right access permissions, content is often out of date, and features lag far behind what's found on the internet. Tools that have become ubiquitous on the Internet are either unavailable or stripped of their features on the intranet.

• Involve representatives from across the organization including Legal, change management, communications, information technology, and training to support this change
• Determine which social media tools could be incorporated into your intranet
• Understand how you can apply these lessons learned to help your organization improve and maybe even replace your intranet

Christy Cunningham, Change Management Project Lead
BOOZ ALLEN HAMILTON

9:25 a.m.

How Citizen Engagement Through Social Media And Open Data Drive Government Innovation In A 2.0 World

The District of Columbia's Office of the Chief Technology Officer (OCTO), in collaboration with iStrategyLabs, launched Apps for Democracy - "An Innovation Contest" for visualizing DC's public data. The intention of this competition was to reward technology developers with cash prizes and public recognition for creating applications that are useful for the DC government and the citizens, visitors and businesses of Washington, DC.

In this session, you will learn how to:

• Engage communities to foster innovation
• Build blogs, social networks and engagement mechanisms for social media outreach in less than a week
• Market innovation initiatives locally and nationally

Finally, this session will reveal what your organization should consider when creating grassroots-driven programs in using social media.

Ms. Asha Aravindakshan, Director, TechStat
Office of the Chief Technology Officer
THE DISTRICT OF COLUMBIA

Peter Corbett, CEO
iSTRATEGY LABS

10:30 a.m.

How To Boost Your Traditional Communication Methods With Web 2.0 Tools To Maximize Results (With Minimal Resources)

Updating your website, video placement on YouTube, and a Facebook page does not mean you're doing social media.

After receiving government funding to help those affected by the housing crisis and financial bail-out, the first priority at the National Foundation for Credit Counseling (NFCC) was to alert the masses most in need. As always, traditional broadcast media was a must but, where navigating the social media landscape was once considered taboo, NFCC made it their roadmap to success.

Social promotion provides the opportunity to influence the influencers, and subsequently let them spread your organization’s message with authenticity, turning intended audiences into meaningful, engaged audiences. Some point to the Obama campaign as a recent example. Reaching the masses was important to NFCC but, converting coveted audiences into change makers was even more critical.

• Turn press releases into social media news releases
• Repurpose video and audio into effective multimedia outreach components and on-line syndication campaigns
• Cost-effectively blend media assets enhanced by the Web 2.0 age
• Market and share messages with targeted groups

If your public outreach methods could use a little boost (and if you’re like the folks at NFCC, who have to move mountains with a modestly sized communications staff), then you will leave this session with many tips to improve your outreach efforts.

Bob Ensinger, Senior Vice President, Director Brand Development and Communications
NATIONAL FOUNDATION FOR CREDIT COUNSELING

Ben Zeitlin, Vice President, Business Development
WEST GLEN COMMUNICATIONS, INC.

11:15 a.m.

Reaching A New Demographic Through The Use Of Social Media – On A Shoestring Budget

For the last 20 years, the U.S. Environmental Protection Agency's (EPA) radon program has worked to educate home owners about the dangers of radon gas through various social marketing strategies, including television and radon public service announcements (PSAs). Tasked with educating a whole new generation of homeowners about radon, making use of new Web 2.0 tools seemed a logical next step.

The program piloted the Radon Video Contest using the popular video sharing site YouTube.com. Rather then developing new messaging for YouTube, users were asked to create their own 30-60 second radon PSAs based on general guidelines. The winners received a $2500 prize and the change to have their video shown on EPA's website. Over 30 entries where received, which have been collectively viewed by over 8,000 YouTube visitors. Although common in the private sector, this was the first such contest done by a federal agency.

• Tapping the creativity of your audience to design effective messaging
• Selling the idea to your management
• Designing rules and judging criteria
• Marketing the contest on a shoestring budget
• Making full use of the submissions

Jeremy Ames, Indoor Environments Division, 6609J
U.S. ENVIRONMENTAL PROTECTION AGENCY

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.

1:30 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.

2:00 p.m.

How Small Agencies Can Implement And Benefit From Web 2.0

The U.S. Small Business Administration (SBA) leverages its team and technology resources to expand services to the Nation's 26 million small business owners. As a "small" agency with a large customer base, the Agency seeks to maximize its resources and those of their official partners.

SBA's Chief Information Officer has set forth an aggressive plan to deploy social media solutions for internal offices to share information, collaborate, and communicate while expanding services to a technology-savvy customer group that often leads the Nation's innovations... the American entrepreneur. SBA's case study explores their entry into Web 2.0, culture change, policy development and employee engagement throughout the agency.

• How small agencies can approach Web 2.0 by learning from others and piloting solutions
• The ROI for employee engagement and why social media assists your internal customer
• Enlisting senior management support of social media "experiments"
• Creating an internal team to introduce social media within your organization
• How small agencies can benefit from big partnerships
• Lessons learned… the good, the bad, and the kinda ugly
• Learning from your external customers

Paul Christy, Chief Technology Office
U.S. SMALL BUSINESS ADMINISTRATION

Jack Bienko, Deputy Director for Entrepreneurship Education
U.S. SMALL BUSINESS ADMINISTRATION

3:00 p.m.

Utilizing The Tricks Of The Trade: How To Foster Community And Build Your Network Through Social Media

In only a few months, GovLoop.com has connected nearly 3,000 federal, state, and local government employees. A social network for government, the site incorporates a range of Web 2.0 technologies including blogs, YouTube videos, social profiles, Twitter, and discussion threads.

• Fostering conversation
• Building trust
• Viral marketing
• Adding value to others
• Dealing with troublemakers
• Turning skeptics into members
• Turning members into leaders

Steve Ressler, Founder
GOVLOOP

Place is a subtle yet potent element in social media. Most Web 2.0 content online references some place element Google maps and their mashhups, Flickr and YouTube posts with embedded geolocation, and looking ahead to the present, mobile devices like the iPhone are full social media devices with built-in GPS.

This session will share with you various strategies on harnessing the power of place in your social media and traditional communication efforts. The session will begin with theory, and then move into several case-studies, including the rebranding of Washington, DC, by the regional travel and tourism board. For this rebranding, a nationally recognized social media website was created where citizens could submit photos and stories to share their views with the rebranding process.

• The most current theory on the role of place in social media
• How to uncover place related opportunities in your own campaigns
• Proven tactical methods of involving place in your social media activities
• Methods of attaching revenue streams to place-based initiatives

Vicki Isley, Senior Vice President, Marketing and Communications
DESTINATION DC

Eli Singer, Social Media Consultant
ELI SINGER CONSULTING

4:30 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.

Matt Bado, Senior Consultant
BOOZ ALLEN HAMILTON