7:30 a.m.
Registration & Continental Breakfast

8:00 a.m.
Co-Chairpersons' Welcome & Opening Remarks

Mike Panetta, Partner
BEEKEEPER GROUP
U.S. “Shadow” Representative, District of Columbia

Shana Glickfield, Partner
BEEKEEPER GROUP

8:15 a.m.

How To Engage The Public With An Agency Blog

On January 30th, 2008, the Transportation Security Administration (TSA) jumped into the blogosphere with the Evolution of Security Blog. Since then, TSA’s social media team has strived to lead the way in innovative and transparent communications with the public. With over 450 airports nationwide and 2 million passengers traveling through TSA checkpoints daily, communication with travelers is mission critical. The use of social media has allowed TSA to reach a wider audience while gaining a positive reputation for openness with the public.

• Engage the public
• Debunk myths and false allegations
• Explaining the "why" of your agencies' policies & procedures
• Humanizing your workforce
• Defending your agency
• Announcing new initiatives
• And more!

Curtis "Blogger Bob" Burns, TSA Blogger & All-Around Good Guy
Office of Strategic Communications & Public Affairs
TRANSPORTATION SECURITY ADMINISTRATION

9:00 a.m.

Coordinating Your Social Media Launch While Staying In Budget

After the launch of the step-by-step Development Services Guide targeted for the professional developer/builder, the City of Raleigh, North Carolina, began looking for ways to address another segment of their customer base. This group is the
do-it-yourself home improvement guy or gal.  This group would find the Development Services Guide a daunting, overwhelming sea of information. The goal was to provide the do-it-yourself person a quick and easy way to understand the overall process described around project types (i.e. decks and screened-in-porches, swimming pools and hot tubs, enclosed spaces and when a permit is required). Video seemed like the logical media to provide a means of show and tell for what can be highly technical information.

The next step was to figure out how to make this happen during the current budget restraints. The City of Raleigh was in the midst of a hiring freeze and the office had no experience in the area of video.  The City however, discovered some wonderful resources to help leverage these projects.  Over a ten-week period, the City created four How-to Compliance videos to help their customers understand the benefits of having their home improvement project permitted and inspected.  These videos are available on the City’s web site, on their YouTube channel and on their Facebook user group.

You will take away lessons the City had to learn, specifically focusing on:

• Creative budgeting to get a project off the ground
• Establishing an overall focus of video segments
• Filming, interviews, script writing
• Coordination with other departments to make the project a success
• Marketing the final product so that you get the best return on your investment

Sharon G. Felton, Public Information Officer, City Manager Office
Development Services Division
CITY OF RALEIGH, NORTH CAROLINA

9:45 a.m.

Break-Out Blitz! Network And Discuss Social Media Challenges With Your Fellow Conference Attendees

This session will open the conversation by connecting you with other conference participants and gain greater understanding into many similar issues, concerns, and challenges that your peers are also facing. Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

10:45 a.m.

How To Maximize Your Mission's Mandate By Blending Social Media And Traditional Communication Tools To Engage Your Audiences

Fugitive Safe Surrender was a government program that encouraged those wanted for non-violent felony or misdemeanor crimes in the District of Columbia to surrender voluntarily to faith-based leaders and law enforcement in the safe confines of a church.

• Why traditional campaign strategies were insufficient
• The benefits of using social media strategies in "hard to penetrate" markets
• The roles of the workforce within a social media campaign
• Which social media strategies worked best – and what didn't

Timothy Barnes, Enterprise Director
COURT SERVICES AND OFFENDER SUPERVISION AGENCY

Leonard Sipes, Senior Public Affairs Specialist
COURT SERVICES AND OFFENDER SUPERVISION AGENCY

11:30 a.m.

Proving How The Use Of Social Media Is As Important For Your Internal Audience As It Is For Your External Audience

The U.S. Army Corps of Engineers, Charleston District, began its social media ventures in order to reach a new audience that was previously untapped and to be as transparent as possible to the taxpayers when it became evident that the future of communication was in social networking. To begin, the Charleston District set up YouTube and Twitter accounts to reach out to the community. Since this agency works on a statewide basis and its work affects local citizens, it was important to reach out to their audience and provide project updates along the way. Twitter also became a way to offer jobs and contracts to the local community that may not have known about them otherwise and has been proven successful with much higher rates of return of résumés and contract bids than previously received.

Communicating with their internal audience was also important and was another opportunity for social media success. As an agency whose mission is to support Overseas Contingency Operations, civilian employees often volunteer to deploy to Afghanistan and Iraq. The Charleston District needed to find a way to keep up with deployed employees,
and they did - - through blogging.

Internal blogs have been set up for all deployed employees to stay engaged with their stateside colleagues. This tool is a way for them to share their experiences along the way and allow people to comment on them, making overseas travel seem much more like home. It is also a unique way for employees that have not deployed, but have considered it, to get an up close and personal look at what their life would be like if they did decide to go, making their decision much less stressful.

• How to reach your employees through social media and blogging
• The challenges of starting a social media program in a government
  organization and how to get past them
• The best ways to showcase social media as a necessary function for your
  organization in order to turn non-believers into supporters
• Deciding which social media outlets will best serve the internal and
  external missions of your organization
• How to learn from other organizations the best practices for internal and
  external social media communications

Sean McBride, Public Affairs Specialist
U.S. ARMY CORPS OF ENGINEERS, CHARLESTON DISTRICT

12:15 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.

1:45 p.m.

How To Increase Your Social Media Reach Without Increased Costs

Injuries are the leading cause of death for young people from birth to age 19 in the United States. Since December 2008, the Division of Unintentional Injury Prevention (DUIP) at the Centers for Disease Control and Prevention (CDC) has launched two initiatives aimed to reach parents with proven tips to protect children and teens from leading causes of injury. With the knowledge that parents are increasingly active in, and get messages from, the social media stratosphere, DUIP has incorporated social media items as key elements of its "Protect the Ones You Love" initiative to prevent child injury and its "Parents Are the Key" pilot campaign to promote safe teen driving.

As part of "Protect the Ones You Love", a series of 12 injury topic-specific podcasts was developed in both English and Spanish. These podcasts share proven tips for preventing burns, drowning, falls, poisoning, injuries from motor vehicle crashes, and sports injuries. Recorded on-site at CDC, these podcasts have reached more than 27,000 listeners. As part of the "Parents Are the Key" pilot campaign to promote safe teen driving, a series of badges and buttons, as well as an interactive quiz widget, was developed and promoted in the pilot cities of Little Rock, AR, and Columbus, OH. Click-throughs to the "Parents Are the Key" web site evidenced the popularity of these items. In 2010, a new series of badges and buttons was launched as part of "Protect the Ones You Love". Also in 2010, "Parents Are the Key" will launch more widely in the fall, with plans for expanded blogger outreach to promote the use of these social media elements.

All social media items developed and promoted by DUIP were created in-house at CDC and required no additional financial resources—evidence that social media can effectively increase reach without increased costs.

• Incorporate social media into your existing communication plans and strategies
• Reinforce print messages and broadening reach by using podcasts
• Describe the concepts and utility of badges, buttons and widgets
• Use internal resources to accomplish increased reach without increased costs
• Use metrics to track your social media ROI

Shelley Sheremata Hammond, MMC, Health Communications Specialist
CENTERS FOR DISEASE CONTROL AND PREVENTION

2:30 p.m.

It's Time to Collaborate! Using Online Dialogues To Help Solve Public Policy Issues

Agencies are frequently being required to engage in collaborative dialogues with the public and other stakeholders to help solve complex public policy problems, and the Open Government Directive will only increase the need for agency-led online discussions. But what are the best ways to conduct these dialogues? Are there established best practices? What technologies are best suited to manage the shared ideas, challenges and opportunities that are the result of an online conversation?

In this session you will hear from the National Academy of Public Administration (NAPA) about real world case studies in conducting online dialogues on policy issues for organizations such as the Department of Homeland Security, the Department of Housing and Urban Development, and the Environmental Protection Agency.

Don't miss this chance to learn practical, results-oriented advice from NAPA – an independent and non-partisan research organization. You'll learn with valuable advice on how to use social media tools to foster better collaboration across your organization and with key stakeholders.

Lena Trudeau, Vice President
NATIONAL ACADEMY OF PUBLIC ADMINISTRATION

Danielle Germain, Director, Collaboration Project
NATIONAL ACADEMY OF PUBLIC ADMINISTRATION

3:30 p.m.

Navigating Stress And Building Relationships Through Social Media

The Navy's Operational Stress Control (OSC) Program has jumped into the social media pool to connect with sailors and their families. As program development of OSC continues, their "Nav Stress" blog is the centerpiece for all communication efforts for their Navigating Stress campaign. Through social media, Navy OSC is highlighting blog content that includes, program information, articles and navigating stress tips.

Launching on Facebook and Twitter, the OSC uses both platforms to "FaceTweet" blog updates that include cartoons by four different well known military cartoonists. Laughter can sometimes be the best medicine when it comes to relieving stress, and visitors can look forward to weekly cartoon posts.

• How to determine content - - providing useful, timely tips
• How to incorporate social media policies and guidelines into your organization's training
• How to build awareness using videos

Sharon Anderson, Public Affairs Specialist
U.S. NAVY

Wendy Poling, Strategic Communications,
Operational Stress Control Behavioral Health Program
ZEIDERS ENTERPRISES, INC.

4:15 p.m.


Tweeting 'To Meet' And 'For Fleet':
Using Twitter To Reach Your Agency's External And Internal Communications Goals

USDA’s Office of Procurement and Property Management (OPPM) serves the Secretary and USDA agencies with policy, advice and coordination in product and service purchasing, and management of real and personal property. Two of the initiatives that OPPM operates are the BioPreferred Program and the Fleet Management Program. 

Through its BioPreferred program, USDA encourages Federal Agencies to increase their purchase and use of “bio-based” products – items that are renewable domestic agricultural materials (including plant, animal, and marine materials) or forestry materials. Program staff work with more than 1,000 vendors on the manufacture, training, sales, and evaluation of the 4,500 renewable products (from packaging materials to personal care items) currently marketed as “BioPreferred.” Program staff established a Twitter profile in June 2009 to advance BioPreferred mission awareness, earn general public relations for the program, and engage a group of organizations external to USDA interested in contributing to and following the program’s evolution.

The Fleet Management program manages the oversight of USDA’s vehicles -- license plates, fleet charge cards and their associated transactions, and policy development and practice. Fleet program staff established a Twitter profile in March 2010 in order to keep USDA’s fleet community (about 60,000 employees) aware of new, updated and relevant information regarding USDA’s vehicles. The goals that USDA Fleet wants to accomplish through Twitter are to increase awareness and understanding of fleet policies and procedures; serve as a communication bridge between the department level and field level employees and; amplify enthusiasm about the future growth and enhancement of Fleet.

Specifically, you will learn what Twitter is and how to get started.  Through USDA’s experiences and lessons learned, you’ll take away ideas for:

• Making the case for an “investment” in Twitter
• Understanding stats about Twitter’s role as social networking tool to help the government accomplish its mission more effectively
• Implementation plans and processes
• Using Twitter with internal and external stakeholders – key benefits
• Managing Twitter effectively
• The good, the bad, and the ugly (funny/interesting lessons learned,
  followers ignored, etc…)

Kate Lewis, Deputy Manager, BioPreferred Program,
Office of Procurement & Property Management
U.S. DEPARTMENT OF AGRICULTURE

Shakara Doster, Analyst, Fleet Management Program,
Office of Procurement & Property Management
U.S. DEPARTMENT OF AGRICULTURE

5:00 p.m.

End of Day One

5:10 p.m.

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!

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.