8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson’s Opening of Day Two & Presentation: Using Social Media To Identify And Mitigate The Risks Involved In Your Programs

Organizations moving towards open government frequently think about having to manage the risks associated with this often fundamental shift in operating models. What isn’t as often discussed is how the tools that support open government can actually help identify and mitigate the risks associated with each stage of large public sector initiatives.

This session will focus on a new framework and research that Deloitte is currently working on with its public sector clients.  The framework is based on recent research conducted by Deloitte’s GovLab team in Washington, DC and the new book by William Eggers (Director, Deloitte Public Sector Research), If We Could Put a Man on the Moon: Getting Big Things Done in Government.
 
In this session, you will leave with valuable tools for:

• Identifying the common risks that cause public sector initiatives to fail at each stage of a program’s journey, including traps such as overconfidence, confirmation bias and design-free design
• Gaining insight on the ways that public sector organizations can explicitly (through simulation, iteration, voting) and implicitly (through sensing, diversifying and flattening) draw on crowds inside and outside of government in order to identify specific risks and mitigation strategies at each stage of a program’s journey
• Learning how social media tools can play a valuable role within a wide strategy to identify and diminish risks to government programs
     -    building networks to share information
     -    publishing information widely for consumption
     -    creating new information through collaboration

Andrew Medd, Senior Manager
DELOITTE, INC.

9:30 a.m.

How To Build Your Organization’s Social Media Impact Efficiently And Effectively

Since we can’t slow social media down and we certainty can’t avoid it, we just need to embrace it! Social media has infinite touchpoints all of which we should be pressing.

Seattleites are now using social media to rapidly respond to citywide incidents on a 4G network, crowdsource ideas from travelers to improve their experiences while visiting, check parking garages, view detailed information maps, locate a bus and even view a neighborhood. Social media has enabled the City of Seattle to become a tight-knit community in ways it never was before.

In this stimulating session, you will learn how to build your organization’s social media impact, including:

• How you can integrate social media tools into both your internal and external communications strategies
• Ways to empower the public by connecting them to your organization’s goals and strategic plan for the future and letting them have a say in it
• Learning techniques on how you can easily communicate to the public
  efficiently and effectively

Bill Schrier, Chief Technology Officer
CITY OF SEATTLE, WASHINGTON

10:45 a.m.

Utilizing Twitter For Reputation Management And Customer Service While Creating A “Face” For Your Organization

Casual, transparent and non-bureaucratic aren’t the first words that come to mind when people think of a Crown corporation. Yet that is exactly how the Insurance Corporation of British Columbia (ICBC) hoped to come across when launching their Twitter account.

During the past year and a half, ICBC has begun engaging with their customers on Twitter in an effort to correct false information, provide customer service, search out and resolve issues with current customers and bring a “face” to a company that many of their customers describe as “faceless.” Proving that social media allows you to customize and tailor the image of your organization while providing a “human” contact for your audience to connect with.

From this session you will leave with practical tactics on how to:

• Cut down the approvals process in order to respond in a timely fashion
• Speak to audiences online in a tone that is casual, yet professional
• Reach multiple demographics with a variety of messages
• Mitigate the fears of risk-adverse senior management
• Respect the privacy of your audience while providing effective customer service

11:35 a.m.

How To Write Blogs That Engage Your Readers
Alberta Environment is changing its structure and culture in order to better manage and protect the environment. In 2009, they started to use blogs as a way to update staff on the latest transformations that were taking place within the organization. Since then, it has transformed into an ongoing dialogue between the staff and the government department which employs them.

Writing a blog is more than just writing; it’s about entertaining. Your job is to address the issues within the organization and you need to do it in a way that won’t put the reader to sleep. Keeping your readers engaged is key!

In this session, you will discover:

• Why a blog can be an effective staff engagement tool
• The difference between blog language and traditional government messaging
• How to get your blog approved by senior management
• Ways to successfully make your blog viral
• The larger context -- how to make your blog a window to other discussion boards and information sources

Terese Brasen, ABC, Lead, Internal Communications and Staff Engagement
ALBERTA ENVIRONMENT

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.

1:55 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.

2:30 p.m.

Social Media In Crisis Communications Starts With A Plan:
Prepare, Promote, Respond And Improve

The rise of social media means that everything happens at lightning-speed. Success and reputation management in this mobile age means that your organization needs to be nimble with social media. Dialogue is as important as message delivery. When responding to an emerging crisis, you need to react fast; communicating solely through news releases doesn't work.

• Merge social media tactics with traditional communication approaches
• Create content that's mobile and web-friendly
• Build an engaged and active community following
• Incorporate lessons learned into your organization's crisis communication strategy

Christine Wood, Director of Social Media and Online Communications
PUBLIC AFFAIRS BUREAU, PROVINCE OF BRITISH COLUMBIA

3:20 p.m.

Afternoon Refreshment & Networking Break

3:35 p.m.

How To Demonstrate The Value Of Using Social Media Within Your Organization

After piloting social media tools during the 2009 Civic Election, the City of Regina has implemented a full scale social media program as part of its regular communications operations. The City's social media strategy is to use the tools to extend and complement existing communication channels and customer service initiatives. The tools have also proved to be a valuable resource for citizens when a story or event is not "big" enough to gain the attention of traditional media. Today, the City of Regina maintains a thriving Facebook page, Twitter account and YouTube channel.

In this session, you will discover how to:

• Identify stakeholders
• Disarm common arguments and correct misconceptions about social media
• Create reports to show impact, potential and coverage of social media
• Take the next steps once you have proven the value of your social media

Philippe Leclerc, Interactive Communications Manager
CITY OF REGINA, SASKATCHEWAN

4:25 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.