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How To Implement A Social Media Campaign To Get Results:
Engaging The Public And Online Communities With Your Organization's Messages While Managing Your Reputation

In the digital age, word-of-mouth means as much for your organization's reputation as headline news, but government and business's efforts to engage online communities often sink without a trace in the vast sea of electronic noise. That's because most online community citizens who receive your message are dead-ends as most of them simply won’t pass it on. In fact, every variety of social media -- the blogosphere, YouTube, MySpace, Facebook, Digg, Wikipedia, listservs, and the rest -- is dominated by a small minority of highly motivated users who diligently work to influence their peers and set the tempo of the online debate. Identifying and cultivating relationships with these opinion leaders is what spells the difference between a social media outreach effort that produces results -- and one that just wastes your resources.

This workshop is designed for executives and managers who are responsible for putting their agency's message out to the public, highlighting its accomplishments, and managing its reputation during crises. Bring your laptop as this will be hands-on session.

• Efficiently and continuously monitor community conversation about your agency and its areas of responsibility
• Distinguish opinion leaders from followers in online communities like MySpace, YouTube, and others
• Understand what motivates these individuals -- and develop engagement strategies for cultivating productive relationships with them
• Identify members of your staff who have what it takes to be successful ambassadors to online communities

WORKSHOP LEADER: Eric Eckl, is a Blogger and Founder of Water Words That Work, a boutique firm providing contemporary communications consulting to nature protection and pollution control organizations. He previously has served as a press officer for the U.S. Fish and Wildlife Service and senior strategist at Bonfire Consulting.

Testimonials From Past Eric Eckl Sessions:

"I loved that he gave us plenty of time to discover the social media websites
and critically evaluate them and share our results."

"This was a great session and I enjoyed learning about social media
from a government perspective."

"Great hands-on, putting lecture into practice, very real advice
& tie-ins into government work."

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

Virtual Worlds And You:
What They Are And How To Make Them Part Of
Your Social Media Strategy

• Why embrace virtual worlds?
• Are the demographics of virtual worlds inline with your primary audience?
• What are the strategies and tactics that work?

• The state of virtual worlds
• How organizations can use virtual worlds
• Costs and resource allocation
• Virtual world examples

• Review of platforms
• Creating avatars (participants would create one)
• Virtual world etiquette
• How to stay informed about virtual world developments

As a necessary part of this training, please bring your laptop. You will be notified of the specific software you will need to download one week before the workshop.

WORKSHOP LEADERS: Kevin Reid is a Vice President at Washington, DC-based Issue Dynamics, Inc., where he manages online campaigns and oversees the company's Blogger Relations programs including client blog building, monitoring, advertising and training. Formerly, he served as the director of Internet communications at Amnesty International USA.

John Breyault, Director, Research, has been a member of the Amplify Public Affairs (APA) team since 2003, and has an extensive background in the application of Web 2.0/3.0 technologies such as blogging, social networking, and virtual worlds to public policy issues. Prior to joining APA, Breyault was a financial analyst at Sprint where he managed the company's international long distance and data networks in the Europe, Middle East, and Africa regions.

Testimonials From Past Kevin Reid Sessions:

"Good stuff, loved the topic and I’ve learned a great deal."

"Excellent info and presenter!"

"Great info with things to take back and share!"