8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
Using Collaboration Tools To Engage Internal And External Audiences

In every government agency, there are situations when additional perspective and knowledge are needed to address key issues, policies, and services. However, it's not always possible to get everyone in the same room, or even the same time zone, to collaborate on solutions.

Since 2005, a number of platforms and supporting collaborations tools have been developed that will provide your agency with the tools needed to engage in joint discussions aimed at solving specific problems. In 2011, technologies have become more intuitive and proactive in the assisting the agencies brand management and customer engagement approaches to be faster and omnipresent.

• Using various platforms available to foster dialogue and collaboration
• Creating and fostering a culture of collaboration
• Taking internal messaging and communication to the external facing public

Andrea Baker, Chief Social Engineer
ARBPR
Conference Chairperson

9:30 a.m.

How To Successfully Balance Security And Open Communication In A Web 2.0 World

As a global organization, with billions of employees, family members, and stakeholders to keep informed, the U.S. Army is breaking down barriers and successfully operating in the social media space, while being careful to ensure security is maintained.

Similar to private industry communicators who don't want to give their competitors any of their secret recipes, the U.S. Army is careful to not give the enemy an advantage by disseminating sensitive information online. In this session, you will see how U.S. Army Public Affairs is using social media as a powerful tool in accomplishing its mission of informing the American public, as well as that of connecting Americans to their Army.

Leave this session with the information and ability to maintain the balancing act in your own organization, including:

• Learning how you, like the U.S. Army, can balance security with transparency
• How to strategically plan what is put out via social media
• Knowing why making information available to the American public is beneficial
• Disseminating meaningful information during unforeseen events that impact your organization such as President Obama's recent announcement concerning Osama Bin Laden

Brittany Brown, Social Media Manager
U.S. ARMY PUBLIC AFFAIRS
@USArmy

10:35 a.m.

Integrating Social Media Into A Crisis Communications Plan During Disaster Response

Highly trained Navy Medicine personnel deploy with Sailors and Marines worldwide - providing critical mission support aboard ship, in the air, under the sea and on the battlefield. During times of great disaster, the Navy is often the first responder providing needed humanitarian relief to those in need. Navy Medical personnel were among the first to arrive in Haiti following a 7.0 earthquake on January 20, 2010, that left more than 230,000 dead.

Participants will leave with new information and understanding on how to fully utilize social media tools in conjunction with traditional communication channels during disaster and crisis situations.

Specifically, you will leave this timely session on how your organization can begin to:

• Integrate social media into your crisis communications plan
• Monitor social media sites to gain awareness of developing issues involving your organization
• Communicate with relief workers and non-government organizations through social media to keep lines of communication open
• Measure social media and keep using it on a shoestring budget

Joseph "Cappy" Surette, Navy Captain
BUREAU OF NAVY MEDICINE AND SURGERY
@NavyMedicine

11:20 a.m.

Using Social Media To Engage Your Audience, Show Transparency, And Strengthen Trust From Your Community

The Dunwoody Police Department has been using social media tools since the department was founded in April 2009.  With over 2,000 followers on Twitter, and almost 1,000 “likes” on Facebook, the department connects, educates and informs their citizens about activities and items of interest in the community and within the organization.  Not afraid to show some transparency, they even tweeted all service calls in a 24hour period as a means to increase their followers and strengthen trust from the community.  The department has also initiated two-way conversations, resulting in a community of involved, well-informed citizens who work in partnership with the department.  The social media success of the Dunwoody Police Department has given them a reputation as a social media leader amongst law enforcement organizations. 

Benchmark best practices with this leading organization as you learn how your organization can launch its own successful social media program, including how to:

• Use social media to engage with your community
• Market your department using social media for maximum results
• Identify potential pitfalls of using social media
• Leverage your followers for maximum results
• Find content relevant to your community

Billy Grogan, Chief of Police
DUNWOODY POLICE DEPARTMENT, GEORGIA
@DunwoodyPolice

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.

1:30 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.

2:15 p.m.

Engaging Your Audience On A Small Budget: Making Metrics Count

In 2008, the Aurora Foundation was officially established with the mission to significantly improve student veterans’ chances of successfully graduating from institutions of higher education and finding a job. With an estimated graduation rate of 10%, effectively engaging universities and student veterans is essential in the process that leads to a degree. Partnerships with both academia and industry are also essential in creating internships that support entry into a new market, and ultimately, a new career.

Since the inception of Aurora’s social media plan, the Foundation has been able to better engage each of their target audiences while enhancing the effectiveness of all communications. Aurora has done so by successfully utilizing social media to garner the metrics necessary for sustaining meaningful connections and effectively anticipate the needs of its audience. Moreover, as a budget-conscious nonprofit, each effort has been made on a responsible dollar.

By attending this session, you will learn how to:

• Effectively engage your audience through social media with even the smallest of budgets
• Synergize various social media tools for optimal engagement
• Successfully gain information regarding audience engagement from Facebook Insights and Google Analytics
• Use metrics to tailor future messages and continually engage your target audience

Kiara Girkins, Marketing Specialist
AURORA FOUNDATION
@VetNetUSA

3:00 p.m.

Afternoon Refreshment & Networking Break

3:15 p.m.

How To Tie Your Messages Together Using Social Media And Mobile Technologies To Provide Immediate Information And Engagement

Government is a multi-level arena that must display honesty, transparency, and ethics at the forefront.  As a result, government communicators often feel as if they’re in a race to get the entire story out to the public.  The integration of mobile devices that are application and web-based can be essential to this task as municipalities strive to reach employees, constituents, transients, and visitors to provide information, engagement, and relevance.

Government agencies can and should use social media tools to strengthen relationships between civic and professional organizations, stakeholders, and the visiting populace while at the same time quelling half-truths and sensationalism in the media outlets. Through the recent implementation of its own mobile applications, the City of Atlanta Mayor’s Office has seen the benefit of having the means for immediate communication first hand.

• Create effective messages that will resonate across mediums
• Develop a single project strategy that fits into your overall plan to use both mobile and social media tools to communicate with your audiences
• Implement mobile policies that inform and engage your end-user

Tkeban Jahannes, E-Communications Manager
Justin Tanner, Senior Communications Specialist
CITY OF ATLANTA, GEORGIA MAYOR’S OFFICE
@City_of_Atlanta

4:00 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.

Andrea Baker, Chief Social Engineer
ARBPR
Conference Chairperson