8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening of Day Two

Alexandra Rampy
IQ SOLUTIONS, INC.

8:40 a.m.

The Obama Administration: A Status Update On Its Open Government Initiatives

The Obama Administration launched an Open Government initiative, which included the use of social media tools, shortly after taking office. This included striking agreements with social networking companies so federal agencies could participate; working internally with government lawyers to resolve privacy, Section 508, and other concerns; and launching both internal and external social media pilots. The Administration also set out to change the way government agencies engage the public in rulemaking and other areas, how they collaborate, and how they become more transparent. These new ways of doing business are reflected in Data.Gov, the IT Dashboard, and Recovery.Gov.

This "can't miss" presentation will provide an update on the progress of the Obama Administration’s Open Government initiatives, and an overview of the challenges and opportunities that lie ahead.

John Kamensky, Senior Fellow and Associate Partner
IBM CENTER FOR THE BUSINESS OF GOVERNMENT

10:00 a.m.

Maximum Communication, Minimum Delay: Linking Practice, Security And Policy In A Networked Web 2.0 World

The U.S. Department of Defense (DoD) has been a leader in the development of community in the "New Media" global information environment. "New Media" is no longer "new," neither are the basic principles that guide conduct that communicates and protects your reputation as well as the network. In this session, you will learn DoD best practices in the Web 2.0 world. It's about working differently.

• Using established principles and policies to open the door to new
  social media tactics and procedures
• Understanding the differences between how we have been working
  and how we could be working to maximize productivity and results

Jack Holt, Senior Strategist for Emerging Media
Office of the Assistant Secretary of Defense for Public Affairs
U.S. DEPARTMENT OF DEFENSE

Staff Sergeant Joshua Salmons, Instructor
DEFENSE INFORMATION SCHOOL

10:50 a.m.

What's Your Story?: How To Implement Government Marketing Goals Through Online Video Content And Social Media Strategy

The U.S. Forest Service (USFS) was established in 1905 as an agency of the U.S. Department of Agriculture. The Forest Service manages public lands in national forests and grasslands, which encompasses 193 million acres.

Recently, About Face Media collaborated with the U.S. Forest Service Eastern Region to engage online viewers with stories from top-level USFS officials on down to 8 year old children. USFS utilized an existing program of "success stories" and translated them to a more engaging video format. Focusing on outreach in urban cities, as well as rural settings, these stories present the overall message of the USFS, which is restoring and conserving the forest resources of the United States, or "connecting citizens to the land."

Along with collaborating on content, the USFS and About Face Media worked together to create the best strategy within the boundaries of government organization restrictions on media.

This presentation will include representatives from both organizations and include video samples to support the case study.

• Leveraging the benefits of story-based online video content
• How the USFS utilized the vast array of social media tools to reach their target audience
• Using a collaborative process to create a strategy for a social media program, specifically when working with government restrictions
• How to define success in a social media marketing program for government

Daryl Pridgen, Forest Service Public and Government Relations
U.S. DEPARTMENT OF AGRICULTURE FOREST SERVICE REGION 9

Denise Roberts McKee, COO
ABOUT FACE MEDIA

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.

1:10 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.

1:55 p.m.

A Successful Checklist For Social Media Integration: How To Find, Encourage And Amplify The Compelling Stories Your Agency Inspires

When the Department of Energy (DOE) held its biennial Solar Decathlon in Washington, DC, the National Mall transformed into the global center of leading edge solar innovation. 20 university teams from across the United States and Europe competed to design and build the most energy-efficient and stylish solar-powered homes. The teams were judged according to 10 criteria for a week, with the results revealed in a suspenseful awards ceremony.

The Solar Decathlon provided an incredible experience for all of those who witnessed it. But what about the rest of the country and the world? Telling that story required deliberate and strategic efforts on the part of the DOE. Reconciling a wide range of content sources including the blogs of 20 teams, amateur videos and photos posted by visitors on the Mall, external blogs, news stories, and original DOE content, the Solar Decathlon staff provided the proper kindling to all parties to tell a clear, compelling, and interactive story.

• A success checklist for social media integration into your next initiative
• How to compete in a world where everyone is a publisher
• The most common mistake of failed web initiatives – and how to avoid it
• A quick and easy way to aggregate and moderate user-generated
  content on a dot gov website
• When you should repurpose content and when you should create it

Phil West, Director
Office of Technology Advancement and Outreach, Energy Efficiency and Renewable Energy
U.S. DEPARTMENT OF ENERGY

Jon Carpenter, Senior Manager, Digital Strategy
STRATACOMM LLC

2:45 p.m.

Afternoon Refreshment & Networking Break

3:00 p.m.

Government Advertising 2.0: How To Cost-Effectively Promote Your Program With Online Advertising

Can government agencies effectively advertise on Facebook, MySpace, and other online communities? In the summer of 2009, the Northern Virginia Clean Water Partners decided to find out.

After many years of running pollution prevention radio ads and measuring their results with telephone polls, this task force of county and municipal governments added an online pilot project to the mix. They launched a clean water blog and promoted it with ads on Facebook, MySpace, Google, and Yahoo!

• How much did they spend?
• What did they accomplish?
• And most importantly, what will they do differently next time?

Laura Grape, Senior Environmental Planner
Northern Virginia Clean Water Partners
NORTHERN VIRGINIA REGIONAL COMMISSION

Eric Eckl, Founder
WATER WORDS THAT WORK, LLC

3:50 p.m.
Chairperson's Recap Along With Free Resources, Communities To Join, And Tips To Empower Your Own Social Media Efforts

Social media not only empowers your stakeholders, but it can also power you as a government communicator as well. At this conference, you will have received a plethora of insights that ignite ideas to apply at your organization. However, this could seem like information overload. Thus, I want to introduce you to certain faces and places you need to know and can call upon when you are sorting through your notes in your office back home.

• Free government-based groups available to join, discuss and
  share best practices and tips
• The "Who's Who" when it comes to government and social media and how you could become one of them
• Resources, repositories and free documents available to study yourself or to share with your organization

Alexandra Rampy, Sr. Communications Associate
IQ SOLUTIONS, INC.