7:45 a.m.
Continental Breakfast & Networking

8:15 a.m.

Chairperson's Opening Of Day Two & Presentation:
How To Create And Promote Your Agency's Social Network

Through the experiences at the U.S. Department of Treasury, Mommycast and working with several Fortune 500 clients at Porter Novelli, you will learn the basics of using social media networks for Government and Politics.

• Facebook—how to use the social utility to connect with your stakeholders
• YouTube—why and how to broadcast your organization
• MySpace—not just a "place for friends"
• Other social media networking sites to consider

Attend this session to learn why social media networking is crucial to your organization, how to promote and grow your agency's social network, and hear real examples of government and political uses of social media.

Rachel Ruff, Vice President, Persuasive Technology
PORTER NOVELLI

9:15 a.m.

How To Integrate Social Media (Blogging, Podcasting & Other New Media) With Traditional Channels To Maximize Your Communication Efforts And Results

The U.S. Department of Defense (DoD) is increasingly turning to "New Media" to improve its communications and information sharing. In this session, you will learn how DoD is using Web 2.0 & beyond, mobile content, blogger engagement, podcasting and other new media tools to reach its audiences without breaking the budget and without mainstream media filters.

DoD is using new media definitions to define its audiences. It’s all about connectivity. Understanding this connectivity helps promote your own website search engine results and takes your information directly to your audiences.

• Did you know that the top government and organization podcasts downloaded from iTunes are from DoD?
• Did you know that when you talk to one blogger, you are potentially talking to 2 million virally-linked people per blogger?
• Did you know that the blogosphere is doubling in size every 6 months? Did you know that more than 1.1 billion people worldwide are now online?
• Did you know that web traffic to blogs of the top 10 online newspapers grew 210% this past year?

Web 2.0 & beyond and social/consumer generated media is changing the way we work, communicate and live. As a result, DoD is engaging in two-way communications with the blogger community – it's all about the viral spread of your message via the connectedness of the blogosphere.

• Applying simple, low-cost, effective ways to broaden your communications reach using new media tools
• Repackaging your existing communication products to streamline your messages

Roxie T. Merritt, Integrated Internal Communications
Office of the Assistant Secretary of Defense for Public Affairs
U.S. DEPARTMENT OF DEFENSE

Jack Holt, Chief, New Media Operations
Office of the Assistant Secretary of Defense for Public Affairs
U.S. DEPARTMENT OF DEFENSE

10:25 a.m.

How To Use Viral Video To Transform Your Internal And External Communications And Reap The Benefits

When the Prince William County Service Authority, the county’s water and sewer utility, hired its first Communications Director in October 2006, the Executive Management simply wanted a quarterly external newsletter. A few months later, its newly established two-person Communications Department had designed the requisite publication—and had produced a companion "video newsletter" that began receiving thousands of hits on YouTube, MySpace and Facebook, in addition to airing twice daily on the County's Emmy-Award-winning government access channel.

Learn how a modest investment in multimedia equipment and software can transform how internal and external communications are packaged and shared and how your agency can reap the benefits.

• How a 10-minute video newscast helped mitigate customer reaction to a significant rate increase
• Why an organization with half of its employees working off-site can benefit from multimedia communications
• How an internal audio newsletter can help recruitment efforts
• Why traditional media will find your multimedia outreach products newsworthy

Keenan Howell, Director of Communications
PRINCE WILLIAM COUNTY SERVICE AUTHORITY, VIRGINIA

Melissa Hopkins, Communications Specialist & Web Manager
PRINCE WILLIAM COUNTY SERVICE AUTHORITY, VIRGINIA

11:15 a.m.

Web 2.0 In The Intelligence Community:
Implementing Social Software In A Need-To-Know Culture

In the wake of 9/11 and the failure to find weapons of mass destruction in Iraq, the Intelligence Community is re-examining its business processes to make more accurate and timely judgments about the threats facing the United States. A small community of individuals from within the 16 intelligence agencies believes that the transparency and emergent nature of social software tools will aid in better assessments, while also transforming a culture that has relied upon placing information into "stovepipes".

• How to foster a bottom-up, viral approach to adoption
• The various roles that blogs, wikis, and social tagging play and how to replace existing processes with them
• How individuals can play a leadership role by engendering network effects
• What role managers and senior leaders can play in this new environment
• How sensitive or proprietary information can be protected via a concept called "breadcrumbs"
• About the importance of working topically versus organizationally
• About the role of "gardeners" in maintaining the health and vibrancy of your social software space

Don Burke, Intellipedia Doyen
CENTRAL INTELLIGENCE AGENCY

Sean Dennehy, Chief, CIA Intellipedia Development
CENTRAL INTELLIGENCE 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.

1:35 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.

2:05 p.m.

How To Use Social Media Technology Strategically To Advance Your Communication Efforts

Social media, such as blogs, podcasts, social networks, wikis, mobile applications and games are redefining today's communication channels. By leveraging the unique characteristics of social media, public health professionals can gain access to target audiences at times when they are most receptive to persuasive health messages. By using these tools in strategic ways, the Centers for Disease Control and Prevention (CDC) is advancing the use of social media channels to improve health, prevent disease and encourage long-term participation in healthy behaviors.

In this session, you will learn how the CDC has used social media to impact health decisions and how to apply their lessons learned to your own organization.

Erin Edgerton, Content Lead, Interactive Media, Division of eHealth Marketing, National Center for Health Marketing, Coordinating Center for Health Information and Service
CENTERS FOR DISEASE CONTROL AND PREVENTION

3:10 p.m.

Building Senior Management Support For Your Social Media Programs: How To Deliver A Social Media Proposal To Your Senior Leadership And Effectively Communicate These Ideas Across Your Entire Organization

In this session, you will learn how to build and achieve consensus among senior management that social media programs are good ideas and can add significant business value. Specifically, the positive impacts associated with social media will be discussed. More specifically, you will leave this session with answers to the following questions that you're bound to be asked by your managers, including:

• What will it do that I am not doing today?
• Who will benefit from these processes and tools?
• What is the specific "value proposition"?
• Is this PR or "community" relations?
• How can I effectively communicate this value?
• Is this aimed at a younger generation or will the entire workforce find this useful?
• Will this cost a lot?
• What will happen if we don’t do this?

This session will also discuss how to deliver a social media proposal to your senior leadership along with ways to effectively communicate these ideas across your entire organization.

Tim Schmidt, Chief Technology Officer
U.S. DEPARTMENT OF TRANSPORTATION

4:00 p.m.

How To Podcast When You're Short On Money And Staff

IPodcasting is a flexible, engaging, and personal way to get your agency's messages and your people out from behind the bureaucracy and jargon. It might also, however, conjure images of expensive studio setups and even more expensive staff dedicated to running them.

At the U.S. Geological Survey, they have brought their science and scientists into thousands of computers and mp3 players on a very slim budget and with a handful of people, and they're just getting started.

• Podcast with a staff of two or three and under a budget of $1,000
• Stretch your dollars on publicity and audience
• Capture a large amount of content without starting from scratch
• Use podcasting as a great audio and video tool

In this session, you will also learn what your agency should and should not do when getting started in podcasting.

David Hebert, Writer-Editor, Office of Communications
Scott Horvath, Public Affairs Specialist/Web Developer, Office of Communications
U.S. GEOLOGICAL SURVEY, U.S. DEPARTMENT OF THE INTERIOR

4:50 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.

Rachel Ruff, Vice President, Persuasive Technology
PORTER NOVELLI