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7:45 a.m.
Registration & Continental Breakfast
8:15 a.m.
Chairperson's Welcome and Opening Remarks
Rachel Ruff, Vice President, Persuasive Technology
PORTER NOVELLI
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8:30 a.m.
How To Make Communication Contagious:
Blogging To Get Your Message Across
Earlier last year, the U.S. Department of Health and Human Services hosted the Pandemic Flu Leadership Blog (http://blog.pandemicflu.gov) as part of a campaign to encourage Americans to prepare for the pandemic flu. The blog generated a wealth of conversation and insight from bloggers and commenters alike, as well as substantial and steady traffic and noteworthy media coverage (online and off-line). Keyword marketing and word of mouth brought site traffic from nearly 20,000 unique visitors and over 130,000 page views from 113 countries on 6 continents.
Social media coverage of the blog predominantly focused on the one hook: the innovative and pioneering use of a blog by a government agency to hold an open conversation online. The blog remains online as an archive of the conversation and the campaign continues to pursue opportunities to utilize social media to engage leaders in the Department's efforts to ensure that all Americans are adequately prepared for the pandemic flu.
This will be an exciting presentation and will show you how keyword marketing and word of mouth can increase the traffic to your blog and your message at your organization.
Sara Strope, Senior Interactive Producer, 360° Digital Influence
OGILVY PUBLIC RELATIONS WORLDWIDE
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9:20 a.m.
Speed Networking
You'll have a chance to meet and greet fellow attendees in this fun and fast-paced forum.
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9:50 a.m.
Morning Refreshment & Networking Break
10:20 a.m.
How To Join In On The Conversation Using Social Media:
Creating A Social Media Launch Strategy And Measuring
The Impact
Joining the social media conversation is a way to reach citizens and stakeholders directly. The U.S. Department of Homeland Security (DHS) launched its Leadership Journal, which had many features of a blog. The mission was to discuss the work of the DHS, to protect the American people, build an effective emergency preparedness and response capability, enforce immigration laws and promote economic prosperity.
In this session, you will be able to take away the keys to a successful launch, including:
- Creating a social-media-specific launch strategy
- Helping leadership reorient around new success metrics
- Measuring and communicating those successes
Gwynne Kostin, Director, Web Communications
U.S. DEPARTMENT OF HOMELAND SECURITY
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11:10 a.m.
How To Implement RSS In Your Organization To Streamline Information
For Your Employees And Citizens
The City of Overland Park is a nationally recognized community located in the heart of thriving Johnson County, Kansas. Overland Park is the second largest city in Kansas and within the Kansas City metropolitan area; it has successfully developed its own identity, image and reputation as one of the nation’s most dynamic corporate centers.
Three years ago, the City of Overland Park implemented RSS feeds doubling the readership of its newsletters. Like Overland Park, RSS feeds can allow your customers/citizens to get information pushed to them, without receiving additional emails and having to come to the City's web site to find the information.
In this session, you will gain information on:
- What is RSS
- Why use RSS
- How Overland Park has used RSS
- How your organization can implement RSS
Through the experiences at the City of Overland Park, you will learn how RSS feeds can help your organization better communicate with employees and customers/citizens.
Vicki Irey, Director, Information Technology
CITY OF OVERLAND PARK, KANSAS
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12:00 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.
1:30 p.m.
How IBM Uses Web 2.0 Tools In Its Workplace
Science fiction writer William Gibson noted: "The future is here. It's just not evenly distributed yet." That tends to be the case in the spread of technology. It starts in the private sector then moves to government.
This presentation will provide an overview of how some of Web 2.0’s social networking “toys for teens” – instant messaging, MySpace, Facebook, etc. -- have become workplace collaboration tools in the private sector.
Attend this session to learn what social networking is and how it can be used to improve your operations. This eye-opening session will address how the world is constantly changing in the areas of:
- Technology
- Workforce
- Knowledge
- Business
Also, hear how IBM is adapting to the new world, and take away key lessons from one of the top corporate pioneers of social media on how your government organization can better prepare and adjust to these changes, as well.
John Kamensky, Senior Fellow
IBM CENTER FOR THE BUSINESS OF GOVERNMENT
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2:20 p.m.
Understanding Policy And Legal Issues Associated With
Exploring New Communication Technologies
National Aeronautics and Space Administration (NASA) has been exploring space, developing new technologies and advancing science for 50 years. Part of their mission is to communicate these advances to the public, foster science literacy and promote science and engineering education in the public school systems. How can this be done in a large government agency that spans 10 NASA Centers, university partners and commercial contractors? How is NASA using social media tools to increase their effectiveness in both internal and external communications? What are the challenges to policy and how are they solving them? This session will address these questions, as well as:
- Give an overview of the new nasa.gov website and the Web 2.0 features it is using to reach their audiences and convey the excitement of space exploration
- Address how metrics are changing with evolving web features and what NASA is doing to determine success
- Share their strategy for increasing visibility to an 18 to 35 year old audience
- Tell the story of starting a blog at NASA Ames Research Center, the challenges that were raised, and how we are addressing them and increasing management support
- Explain what they are doing agency-wide to address the changing landscape of social media in areas of policy, procedures, style guides and legal issues
- Briefly cover a set of websites at NASA that are successfully building communities for internal work, taking advantage of podcasting and leveraging the popularity of social networking tools into their web strategies
Estelle Dodson, Collaborative Technologies
NATIONAL AERONAUTICS AND SPACE ADMINISTRATION,
AMES RESEARCH CENTER
Brian Dunbar, Internet Services Manager, Public Affairs
NATIONAL AERONAUTICS AND SPACE ADMINISTRATION HEADQUARTERS
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3:10 p.m.
Afternoon Refreshment & Networking Break
3:25 p.m.
Don't Be Afraid Of Employee Bloggers:
How To Guide The Power Of Employee Blogging To
Engage External Audiences & Enhance Transparency
The Goodwill Ambassablog is a unique approach to employee blogging at the San Diego County Regional Airport Authority, the public agency that operates San Diego International Airport. As a regional government agency, the Airport Authority was uncertain how, if at all, to enter the blogosphere; so it launched an employee blog with a twist – one that not only engages employees and offers them a creative outlet for educational expression, but also communicates positive messages about the Airport Authority and enhances its transparency to external audiences.
The Goodwill Ambassablog is proving to be a stellar, ultra-low-cost, "new media" supporter of the Airport Authority's Goodwill Ambassador Program, which recruits agency employees to serve as 'goodwill ambassadors' about the Airport Authority to their friends, family members and community contacts. Its blog features ongoing employee-written posts & comments, video & music clips, photos, quizzes, polls, convenient forwarding features and more.
In this session, you will gain insight on how to:
- Create a similar blog as the Goodwill Ambassablog and get it operating successfully on a shoestring budget
- Effectively implement and monitor a dual-purpose (internal/external) blog for public entities
- Overcome technical challenges
- Gain upper management understanding and support
Steve Shultz, Deputy Director, Public & Community Relations
SAN DIEGO COUNTY, CALIFORNIA, REGIONAL AIRPORT AUTHORITY
SAN DIEGO INTERNATIONAL AIRPORT
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4:15 p.m.
How To Use Social Media To Engage Your Workforce
The World Bank is an international development agency, owned by 182 governments, with a staff of 10,000 employees across the world. Their challenge is to find the means to engage and empower a geographically-dispersed workforce.
In this case study session, you will hear how:
- To introduce social media tools into your organization
- Social media tools can play a role in a leadership crisis
- To take into account the differences between traditional media and social media and to create the most effective communication strategy
- Social media tools can be used today to give every employee the ability to contribute
Learn from the experiences at The World Bank, and how you too, can utilize social media for your organization's advantage.
Michele Egan, Sr. Communications Officer, Internal Communications Group
Sumir Lal, Manager, Internal Communications Group
THE WORLD BANK GROUP
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5:05 p.m.
End of Day One & 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!
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6:30 p.m.
Dine Around
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.
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Speakers & Key Highlights • Who Will Attend • Benefits of Attending • Rave Reviews
Pre-Conference Workshops • Agenda Day 1 • Agenda Day 2 • Post-Conference Workshops
Venue & Lodging • Registration Fees • Discounts & Policies • Association Partners
Register Now • Forward To A Colleague
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