8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairpersons' Opening Of Day Two & Presentation:
Increasing Your Agency's Social Media Awareness While Identifying Your Stakeholders And Measuring The Success Of Your Efforts

Organizations are always looking for ways to maximize their communication budgets. With more competition for job growth, making the case to potential investors and developers can be a challenge for even the most seasoned professional. However, social media can be an excellent tool to level the playing field and provide groups with the unique ability to communicate with specific, highly targeted prospects.

In this case study session, you will gain a better outlook on how to organize a social media effort to increase your awareness. From indentifying key stakeholders to measuring the success of your efforts, this session will allow you to be better prepared and hear first hand some of the challenges and success of this effort.

• Your message – what is it and why should people care?
• Activity - Offline activity drives online activity and online activity drives offline activity – the web is not a one off solution. All marketing and advocacy efforts must work in concert
• Participation and Engagement - You must be willing to participate and be engaged for social media and advocacy to be effective
• Integration - You must seek ways to integrate and add value to your marketing activities
• Looking for ways to reinforce your message and marketing efforts
• Maximizing your content, product and ideas – ask yourself "how else can I use this?"
• Flexibility - hear what is happening; be open to discovering and failing

Marc Ross, Principal
2NDSIX

Nate Green, Economic Development Director
PICKAWAY PROGRESS PARTNERSHIP (P3)

9:25 a.m.

Twitter: Getting Your Information Out Further And Faster – Why It's So Much More Than Telling People What You Had For Breakfast

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. Whether it’s explaining procedures, dispelling myths, or putting out fires, the use of social media has allowed TSA to reach a wider audience while gaining a positive reputation for openness with the public.

TSA added Twitter to its social media arsenal in April of 2008. Twitter is the current social media buzzword. Most of the uniformed brush Twitter off as a novelty application used to tell your friends and family about what you had for breakfast or your fear of squirrels, but it is so much more than that. When used properly, it can be the extra boost you need to get your information further and faster than your blog alone is taking it.

• Twitterterms – Learn about twitter terms such as tweet, retweet,
  follow, hash marks, etc.
• Twittertools – Measure your activity, get eyewitness on the ground reports and more all with the use of free Twitter applications
• Twittertips – Improve your tweets and Twitter pages by following some simple tips
• Twittertalk – Learn how to keep your message nice and tight while still attracting attention from your readers and other potential followers
• Twittertangles – What not to do in Twitterland
• Twittertales – Hear about some of the success stories TSA has had with Twitter

Curtis "Bob" Burns – Blogger, TSA Blogger
Office of Strategic Communications & Public Affairs
TRANSPORTATION SECURITY ADMINISTRATION

10:40 a.m.

How To Use Podcasting To Accomplish Your Public Relations Goals

The Court Services and Offender Supervision Agency (CSOSA) began podcasting television and radio shows under the title of "DC Public Safety" in January, 2007. In this session, you will learn how CSOSA's podcasts have become the highest ranked show for criminal justice issues in America and why their podcasts have been called a "national model for communication" by an international criminal justice association.

• Get measurable results from podcasting
• Use podcasting to help you achieve your public relations goals
• Obtain assistance to create your podcasts
• Utilize both audio and video podcasting and what you need to know about both
• Create interesting radio shows
• Market your podcast
• Determine the costs of podcasting

Tim Barnes, Enterprise Director
COURT SERVICES & OFFENDER SUPERVISION AGENCY

11:25 a.m.

How To Make The Audio To Video Jump: Getting Started With Vodcasting

So you have a podcast and want to add video? Or you want to just jump right in to video podcasting/vodcasting?

In this session you can learn what it takes to make the jump to video. You will see specific examples of how the National Institutes for Health (NIH) produces regular video programs and content, plus how video is repurposed for other social media applications.

You will get to follow a story through the entire development process, from concept and press release, through recording and editing, to posting of audio and video to iTunes and YouTube.

• The importance of planning ahead and setting expectations: results and impact are measured against those expectations
• How to identify the strengths of existing materials to see if and how they can evolve and be transformed into visually attractive social media content
• What common mistakes to watch out for and what can do to make your material stand out in a crowded, new medium
• How to adapt according to audience: the similarities and differences between press releases and podcasts, newsletters and vodcasts
• How much it costs to vodcast vs podcast – what are the investments in time and equipment you may need to make
• Measurement: tips to determine if outreach is meeting goals

Joe Balintfy, Information Development Specialist News Media Branch,
Office of Communications and Public Liaison, Office of the Director
NATIONAL INSTITUTES OF HEALTH,
U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES

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.

1:40 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.

2:20 p.m.

Using Both Personal And Organizational Social Networking Tools To Build Communication, Sharing, And Cohesiveness Within Fragmented Fields

The Homelessness Resource Network was conceived to begin eliminating barriers with social media techniques, while reducing the threat of centralization. Using two techniques, entities were enabled to have a fully branded location and community controls within a larger social network.

This network, including a launch site, the Homelessness Resource Center (funded by SAMHSA), currently consists of a variety of organizations in the United States and Canada that share a common database of nearly 25,000 resources relating to homelessness, a common technology infrastructure, and set of Web 2.0 tools that allows users across different organizations, political and geographic boundaries the opportunity to communicate, share and collaborate.

• Work with policy and practice in decentralized fields: the advantages and disadvantages of multiple organizations and initiatives working independently towards related goals
• Leverage Immersion Marketing principles and white labeling to bring together organizations in an online, collaborative environment without the threat of "centralization"
• Develop social networks and online collaboration using a content first approach
• Use Web 2.0 technology to increase interaction between users across independent organizations
• Launching social tools within the US federal government while considering Privacy, Legal and Clearance Issues
• Syndicate content beyond organizational boundaries, (becoming a niche AP or Reuters)
• Maintain a unique relationship with your constituents when you join a social collaborative
• Collaborate – including how to pool financial resources, intellectual assets, and operational capacity in decentralized fields common in social and health policy necessary to push real policy and practice change at any level

Deborah Stone, Webmaster
SUBSTANCE ABUSE & MENTAL HEALTH SERVICES ADMINISTRATION
U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES

Matthew Amsden, Principal
REVEAL COMMUNICATIONS

3:20 p.m.

How To Leverage The Power Of Social Media Tools For Emergency Communications

2009 is the year of social media for the San Francisco Public Utilities Commission (SFPUC), an agency of the City and County of San Francisco providing high quality water, wastewater and municipal power. The SFPUC embraces the easy, transparent flow of communication with the public through Facebook, Twitter, LinkedIn, RSS feeds and several popular community blogs. A creative video contest on YouTube is producing short, educational videos that promote enjoying and conserving our great tap water.

Embracing and using social media can have huge benefits for a government organization or utility like the SFPUC. It can help an agency gain insight into public opinion and key issues and it can be vital during an emergency, such as an earthquake or fire. Educating management and staff about social media – what it is, how it can be used as a valuable communication tool – is the first step. Social media is immediate, interactive, and it gives an agency the opportunity for transparent communication with key audiences, customers and stakeholders.

• Examples of how to build and increase your followers and fans on Facebook and Twitter to reach them with key messages and services
• The use of social media in emergency communications. (Twitter)
• The benefits of using community blogs for public outreach and ongoing public projects
• Promoting your brand and key messages through use of video on YouTube
• Using LinkedIn for workforce development
• Getting started, legal, internal training/buy-in, and other steps to success

Tony Winnicker, Director of Communications
SAN FRANCISCO PUBLIC UTILITIES COMMISSION

Amy Sinclair, Public Relations Officer
SAN FRANCISCO PUBLIC UTILITIES COMMISSION

4:05 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.

Marc Ross, Principal
2NDSIX