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Stakeholders And Support: How To Identify, Create, And Engage Your Social Media Efforts

Government agencies are confronted with unprecedented challenges. From leading citizens in a highly charged political environment to regulating businesses that are undergoing massive organizational change, civil servants and policy makers are confronting new and unforeseen issues every day. To meet these new challenges communication will play a vital role – specifically social media communication.

But where does one start with so many options, networks and available tools. Who should be targeted? What techniques should be used? Is this effort being effective?

This session will help government agencies and employees lay the foundation for a solid social media communications platform. From indentifying and communicating with key stakeholders to developing new allies and measuring the success of your efforts, you will leave this workshop more informed and better prepared. By doing a few things really well, your social media efforts will pay dividends and the citizens you represent will be better connected and informed.

• How organizations are changing the way they communicate with their stakeholders
• How to engage support by moving stakeholders through levels of advocacy engagement
• Where you supporters are – geographically, economically and virtually
• Mobilization techniques to gain support across the communication spectrum
• Analytical measurement to gauge success and refine future communication efforts

WORKSHOP LEADER: Marc Ross is a Principal of 2ndSix, a grassroots, marketing and communications firm has done work for political campaigns, industry trade associations and nonprofit organizations helping them to engage targeted audiences. From voter registration to sending commentary to news organizations, 2ndSix is a leader in harnessing the power of social networks to enhance communications efforts and shape public opinion.

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

Putting Gov 2.0 Into Practice: Step-by-Step Tools For Social Media Implementation

This workshop is centered on understanding the different challenges in implementing Gov 2.0 strategies and tools across federal, state and local governments. In February 2009, a survey was conducted by BearingPoint with Information Week responded by over 360 federal, state and local government officials on challenges and enablers for Gov 2.0 implementation. Selected survey findings will be discussed at the beginning of the workshop to identify common challenges at each level of government, incorporating specific inputs from you.

In this workshop, we will explore ways to address the challenges based on overarching implementation principles and appreciation for the underlying Gov 2.0 cultural implications. Case studies will illustrate real-life scenario and the trade-off decisions that need to be made. You will break into teams to work through suggested solutions, and then present your proposed solutions to the actual client (potentially video-cast into the conference) for feedback on feasibility of solution and other factors to consider.

The final portion of the workshop will conclude with action planning time for everyone to identify at least three action items they can implement within the next 3-6 months. You will be encouraged to share their action items so that the group can benefit from your insights. The overall workshop will look to leverage social networking sites for pre, during, and post – conference interaction to better address participants' interest points.

WORKSHOP LEADERS: Tracy Haugen is a Director within the Public Sector Federal, Change Solutions Group at Deloitte Consulting LLP. Ms. Haugen has worked in both public and private sectors with domestic and international clients over the past 8 years at BearingPoint, prior to its recent acquisition, implementing and adopting change for mission impact. She has helped agencies cut through the bureaucratic barriers using change techniques in connecting people to deliver successful results. In 12 years of management consulting, she has deep experience in organizational change management, program leadership and governance.

Shannon Meehan, Manager, Federal Human Capital at Deloitte, has over 10 years of Federal Government consulting experience in change management, solution development and implementation, and process and organizational transformation leading to a bottom line impact. Shannon works with leaders, managers and employees to identify and address impacts on people in order to improve the probability of success for initiatives critical to the organization. Shannon works with leaders and employees to help build strong, high performing organizations and functional groups.