8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Making Government Smarter, More Open, Innovative And Responsive: The Transparency And Government 2.0 Movements

The relationship between government and its citizens is in the midst of a fundamental shift. Around the world, government organizations are beginning to embrace the idea of openness and realize the increasing value of public data when it is shared broadly and made available in an accessible format. Leading governments are pursuing a range of initiatives aimed at creating a collaborative enterprise between government, citizens, businesses, and communities. These "Open Gov" initiatives offer a powerful opportunity to make government smarter and more open, innovative, and responsive.

Drawing from results of a new Deloitte public sector research report and other sources, we will explore the growing role of public data in transforming how governments set policy and serve citizens. The session will also provide an overview of successful projects and real-world examples of how government organizations are tackling big problems in new and unique ways.

Steve Lunceford, Public Sector Strategic Communications
DELOITTE SERVICES LP

9:30 a.m.

Using Social Media To Connect And Engage Your Leaders And Global Audiences: How To Spread Your Mission's Message While Connecting Audiences Back To Your Organization

The U.S. Army faces unique opportunities and challenges in the social media sphere. An organization built on the backbone of young men and women ages 18-25 (also known as digital natives); it is managed by leaders who may not even know what social media is. In just over a year, the U.S. Army has launched an effective and powerful social media community powered through presences on a variety of social media sites and facilitated through an education program that focuses on moving middle-managers and executive leadership into the social media space.

The U.S. Army faces unique challenges that seem insurmountable to overcome, however, in this session, you will see how the 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.

Understanding the need to get leadership engaged, they now have a comprehensive program to educate all incoming battalion, brigade, and command sergeants major on social media, as well as reaching out to the Army's general officers with social media training.

In this session, you will learn how to:

• Gain leadership buy-in needed to launch an effective social media program
• Using social media in crisis situations
• See several example of how the Army is using social media in Iraq, in home stations, and for families

Major Juanita Chang, Director, Online & Social Media Division
U.S. ARMY PUBLIC AFFAIRS

10:45 a.m.

Twitter is all the buzz.  In Denton, Texas, an art student tweets all the arrest records, complete with mug shots.  Newark Mayor Cory Booker responded to one his resident’s tweets—complaining about a snowed-in driveway—by showing up with a snow shovel.  And in Seattle, CIO Bill Schrier established an automated Twitter feed for all 911 calls.

At the federal level, Twitter is being used by the State Department, GSA, CDC, FDA, and Consumer Product Safety Commission (CPSC) as both an official and unofficial communications channel.

After this session, you will walk away with the answers to these important questions about the value of using Twitter in your organization:

• How does Twitter fit in a government agency’s larger communications strategy? 
• What are Twitter’s true strengths?
• How can cities, states, and federal agencies use the medium to it fullest potential without wasting time and resources?

This interactive presentation will addressnot only why you should be using Twitter to engage your constituency, but will also show you the tools and practices that will squeeze the most of Twitter. 

Gadi Ben-Yehuda, Social Media Director
IBM CENTER FOR THE BUSINESS OF GOVERNMENT

11:30 a.m.

How Your Organization Can Transform Its Online Communications With No Budget And Little IT Support And Obtain Buy-In From Senior Leaders Using Social Networks

In 2006, Nevada’s Department of Conservation and Natural Resources (DCNR) adopted social media as its primary method of online communications, an initiative that won awards and praise from other agencies. This presentation outlines the lessons DCNR learned in this process, how it transformed its online communications with no budget and little IT support, and how it helped to set an example for other agencies in the absence of formal guidelines. This session will provide you with tips for gaining buy-in from your senior leaders as well as caveats for best practices in engaging audiences using social networks.

Specifically, this session will cover key strategies for:

• Developing social media policies
• Engaging employees
• Targeting core constituents
• Overcoming barriers and objections
• Getting support and buy-in from employees
  

Bob Conrad, MA, APR, Public Information Officer II
NEVADA DEPARTMENT OF CONSERVATION AND NATURAL RESOURCES

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.

1:45 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.

2:30 p.m.

Okay, You’ve Implemented Social Media, Now What?

The City of Arvada, Colorado, has been recognized as a Top Ten Digital City by the Center for Digital Government seven times, placing 2nd in 2009, just behind Santa Monica, California.  The City has had various social media tools in place for over 4 years.  So how do they manage these sites, how do they know if they are working, generating traffic and conversations?  How do they measure success?

Come and see how they utilized various free and paid for services to know what is going on with their social media sites.  Learn how they manage e-discovery requests, how they know if marketing works to drive followers, fans and friends?

This session will focus on how your organization can also implement social media tools, like the City of Arvada, for many purposes, such as:

• Connecting with constituents through Facebook and UserVoice
• Integrating and automating information
• Filtering content
• Archiving entries
• Following the trends of social media sites

Michele Hovet, CIO
CITY OF ARVADA, COLORADO

3:15 p.m.

Afternoon Refreshment & Networking Break

3:30 p.m.

Using Social Media Tools To Create Brand Awareness And Reach Your Target Audiences

During a time when budget cuts and hiring freezes are commonplace, it becomes more essential than ever to prove that your program is money well spent.  In this session, we will show how the Salt Lake County Youth Services used their social media program –Facebook, Twitter, YouTube, and Wordpress Blog (to be launched June 2010) – to achieve the following:

• Reach the target audience missed through traditional outreach efforts
• Overcome stigma/misperceptions of Youth Services’ programs
• Engage and interact with the target audience
• Bridge the communications gap among Youth Services’ own programs/employees

In particular, Youth Services’ launched an Art and Media Contest on their Facebook page, which increased their following by 200 percent. The new followers not only fit into the key target audience but also proved to be potential clients and partners.

You will take away valuable tools on how your organization can also make the business case for your own social media efforts by focusing on results.

Tammy Champo, Public Relations, Volunteer and Donation Coordinator
SALT LAKE COUNTY YOUTH SERVICES, UTAH

Carol Hendrycks, Marketing and Communications Consultant
SALT LAKE COUNTY YOUTH SERVICES, UTAH

4:15 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.

Steve Lunceford, Pubilc Sector Strategic Communications
DELOITTE SERVICES LP