Choose C or D or BOTH for Maximum Value and Learning

Stakeholders And Support: How To Identify, Create, And Engage Your Social Media Efforts

Government agencies are confronted with unprecedented challenges. From leading citizens in a highly charged political environment to regulating businesses that are undergoing massive organizational change, civil servants and policy makers are confronting new and unforeseen issues every day. To meet these new challenges, communication will play a vital role – specifically social media communication.

But where does one start with so many options, networks and available tools. Who should be targeted? What techniques should be used? How do you measure results?

This session will help government agencies and employees lay the foundation for a solid social media communications platform. From indentifying and communicating with key stakeholders to developing new allies and measuring the success of your efforts, you will leave this workshop more informed and better prepared. By doing a few things really well, your social media efforts will pay dividends and the citizens you represent will be better connected and informed.

• How organizations are changing the way they communicate with their stakeholders
• How to engage support by moving stakeholders through levels of
  advocacy and engagement
• Where your supporters are – geographically, economically and virtually
• Mobilization techniques to gain support across the communication spectrum
• Analytical measurement to gauge success and refine future communication efforts

WORKSHOP LEADER: Marc Ross is a Principal of 2ndSix, a grassroots, marketing and communications firm has done work for political campaigns, industry trade associations and nonprofit organizations helping them to engage targeted audiences. From voter registration to sending commentary to news organizations, 2ndSix is a leader in harnessing the power of social networks to enhance communications efforts and shape public opinion.

Testimonials From Past Marc Ross Sessions:

"Group exercise was very interesting. It was hands-on and got the audience to participate."

"Good examples, slides and ideas."

"Engaging speaker with a unique view point."

11:30 a.m. to 1:00 p.m.
Lunch On Your Own

How To Leverage Social Media To Position Your OrganizationFor Successful Crisis Communications

In today's media world, tools such as Facebook, Twitter, Really Simply Syndication (RSS) feeds, and other formats, allow information to reach more people – and faster – than ever before. Our concept of government communications has forever changed due to this constantly evolving media landscape. And while many government agencies now recognize the implications of using social media for strategic and crisis communications, their attempts to integrate and harness social media's full potential have not yet been fully realized.

With that said - numerous government agencies including the U.S. Food and Drug Administration, the Federal Emergency Management Agency and others have adopted social media tools as key elements of their communication processes. But are we effectively integrating social media into our crisis responses?

Attend this interactive workshop and learn how leading organizations in both the public and private sectors utilize and integrate social media tools for use internally and externally during a crisis and how these techniques specifically apply to government.

• Map a social media crisis strategy
• Minimize risk with the right social media presence
• Implement the appropriate response mechanisms
• Utilize a variety of digital platforms to rebuild your brand after a crisis

WORKSHOP LEADER: Jeff Beringer, Digital Expert and Senior Vice President at GolinHarris, leads the firm’s digital PR team and is the driving force behind creative campaigns which leverage the power of new media to build conversations with key stakeholders. With extensive experience in content strategy, digital media platforms, he provides digital and social media communications support to blue-chip brands across the globe including Disney, SC Johnson, Sony Ericsson, Texas Instruments, Coors Brewing Company and the Florida Department of Citrus. Beringer is an authority on building trust with audiences through integrated on-and-offline communications programs that exceed expectation.