8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairpersons' Opening Of Day Two

Mike Panetta, Vice President for Public Affairs and Emerging Media
GRASSROOTS ENTERPRISE

Kevin McCann, Executive Vice President of Client Services
GRASSROOTS ENTERPRISE

8:40 a.m.

Maximizing Your Communication Efforts By Integrating Social Media (Blogging, Podcasting & Other New Media) With Traditional Channels

The U.S. Department of Defense (DoD) is increasingly turning to "New Media" to improve its communications and information sharing. In this session, you will learn how DoD is using Web 2.0 & beyond, mobile content, blogger engagement, podcasting and other new media tools to reach its audiences without breaking the budget and without mainstream media filters.

• Did you know that the top government and organization podcasts downloaded from iTunes are from DoD?
• Did you know that when you talk to one blogger, you are potentially talking to 2 million virally-linked people per blogger?
• Did you know that the blogosphere is doubling in size every 6 months? Did you know that more than 1.1 billion people worldwide are now online?
• Did you know that web traffic to blogs of the top 10 online newspapers grew 210% this past year?

Web 2.0 & beyond and social/consumer generated media is changing the way we work, communicate and live. As a result, DoD is engaging in two-way communications with the blogger community – it's all about the viral spread of your message via the connectedness of the blogosphere.

• Applying simple, low-cost, effective ways to broaden your communications reach using new media tools
• Repackaging your existing communication products to streamline your messages

Jack Holt, Chief, New Media Operations
LT, Jennifer Cragg, New Media Directorate
Office of the Assistant Secretary of Defense for Public Affairs
U.S. DEPARTMENT OF DEFENSE

9:30 a.m.

Web 2.0 In The Intelligence Community:
Implementing Social Software In A Need-To-Know Culture

In the wake of 9/11 and the failure to find weapons of mass destruction in Iraq, the Intelligence Community is re-examining its business processes to make more accurate and timely judgments about the threats facing the United States. A small community of individuals from within the 16 intelligence agencies believes that the transparency and emergent nature of social software tools will aid in better assessments, while also transforming a culture that has relied upon placing information into "stovepipes".

• How to foster a bottom-up, viral approach to adoption
• The various roles that blogs, wikis, and social tagging play and how to replace existing processes with them
• How individuals can play a leadership role by engendering network effects
• What role managers and senior leaders can play in this new environment
• How sensitive or proprietary information can be protected via a concept called "breadcrumbs"
• About the importance of working topically versus organizationally
• About the role of "gardeners" in maintaining the health and vibrancy of your social software space

Don Burke, Intellipedia Doyen
Sean Dennehy, Chief, Intellipedia Development
CENTRAL INTELLIGENCE AGENCY

10:40 a.m.

Understanding The Importance Of Regulation And Guidance Related To Using Social Media

The new wave of Web 2.0 technologies presents both short and long-term challenges for today’s leaders. Already the use of blogs, wikis and powerful search engines has opened to scrutiny the day-to-day operations of public entities. In order to effect positive change through Web 2.0, leaders must address the gap that exists between ideas, vision and leadership which emanate from the top and data experience and institutional knowledge accruing at the bottom. Collaborative technology is helping government leaders meet this challenge and close the gap between ideas and data.

With more and more managers embracing Web 2.0 tools, the rise of collaboration in the everyday function of government brings new questions about appropriate governance, policymaking, and infrastructural elements. Emerging trends are forcing a fundamental change in the mission and structure of federal agencies and although the idea of fostering such a transformational change in government seems daunting, this is precisely what the next generation of public leaders must do.

• Discover concrete examples of how government is changing based upon these tools
• Learn how to reorient your organization’s attitude toward Internet, IT and collaboration in order to maximize the benefits of these tools
• Identify the policies, laws and procedures that must change to accommodate successful use of these new tools
• Learn how to recognize the need for change
• Ensure that appropriate governance is in place to guide your transformation

In this session, you will also learn what your agency should and should not do when getting started in podcasting.

Frank DiGiammarino, Vice President, Strategic Initiatives and Business Development
NATIONAL ACADEMY OF PUBLIC ADMINISTRATION

11:30 a.m.

How To Petition Public Opinions And Information Through Blogging And Open The Lines Of Communication

Recently, the Transportation Security Administration (TSA) has strategically placed Got Feedback? stickers at all of their 450 + airports in highly viewed areas on equipment and tables, in efforts to draw passengers to the TSA Blog. The blog serves as an alternative to leaving specific feedback with a Customer Support Manager (CSM), allowing passengers to express their questions, comments, complaints, and concerns.

The information has been used to not only address passenger's concerns, but also serves as content for local training/shift briefings.

• Opening the lines of communication externally
• Empowering the public opinion to educate, train and improve your organization
• Utilizing the information you get from public to strengthen your workforce and mission

Curtis "Bob" Burns, Program Analyst, Office of Strategic Communications & Public Affairs
Christopher White, Deputy Assistant Administrator of TSA Public Affairs
TRANSPORTATION SECURITY ADMINISTRATION,
U.S. DEPARTMENT OF HOMELAND SECURITY

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.

1:50 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.

2:35 p.m.

How To Podcast To Engage Your Audience
When Your Resources Are Limited

Podcasting is a flexible, engaging, and personal way to get your agency's messages and your people out from behind the bureaucracy and jargon. It might also, however, conjure images of expensive studio setups and even more expensive staff dedicated to running them.

At the U.S. Geological Survey, they have brought their science and scientists into thousands of computers and mp3 players on a very slim budget and with a handful of people, and they're just getting started.

• Podcast with a staff of two or three and under a budget of $1,000
• Stretch your dollars on publicity and audience
• Capture a large amount of content without starting from scratch
• Use podcasting as a great audio and video tool

You will also learn what your agency should and should not do when getting started with podcasting.

David Hebert, Writer-Editor, Office of Communications
Scott Horvath, Public Affairs Specialist/Web Developer, Office of Communications
U.S. GEOLOGICAL SURVEY, U.S. DEPARTMENT OF THE INTERIOR

3:40 p.m.

Transitioning From Audio To Video: How To Get Started By Integrating Vodcasting Into Your Social Media Toolkit

Do you have a podcast and want to add video? Or, do you want to just jump right in to video podcasting, also known as, vodcasting?

In this session, you will learn what it takes to make the jump to video. You will see specific examples of how the National Institutes of 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
• Who's watching and how to tell: tips to determine if outreach is meeting goals

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

4:30 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.

Mike Panetta, Vice President for Public Affairs and Emerging Media
GRASSROOTS ENTERPRISE

Kevin McCann, Executive Vice President of Client Services
GRASSROOTS ENTERPRISE