8:00 a.m.
Continental Breakfast & Networking

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

Joseph Thornley, CEO
THORNLEY FALLIS COMMUNICATIONS and 76DESIGN

8:40 a.m.

Global Citizens Connect: How To Use Social Networking And User-Generated Content To Create Community

75,000 Canadians have volunteered abroad at one time or another over the last 30 years with organizations such as the Canadian University Students Overseas (CUSO), Canada World Youth and Oxfam-Quebec. This vast pool of alumni represents an extraordinary resource for activism, fundraising, promotion and recruiting, yet until recently it was an untapped resource.

The problem to solve was how to take those 75,000 isolated individuals and begin turning them into a cohesive, interactive and dynamic community that could work to promote the aims of international cooperation and promote Canadian volunteerism internationally. That was the challenge 76design faced when it sat down with Global Citizens for Change, a consortium of nine leading Canadian Voluntary Cooperation Agencies (VCAs) to design a strategic social media campaign.

This session will demonstrate how 76design used social networking and user-generated content to create community and to actively recruit and promote the activities of Global Citizens for Change and its members.

• How social media was applied strategically in a specific case
• How an interactive social media map is being used as a vital recruiting tool
• The keys to building a successful community online

John Sobol, Senior Consultant
76DESIGN

9:35 a.m.

Monitoring Social Media: Knowing When And How To Take Action While Getting The Most Out Of Your Budget

Firewalls... Technology policies... Flat-lined budgets... Fear of "the new"... For government communicators, these aren't just challenges to be surmounted on the road to enabling social media strategies — they are facts of life.

Your agency could spend a lot of time and money trying to push through a business case, or just accept reality and make do with what you have

• How to use freely available web tools — such as Google's News Search and Blog Search, Facebook's Insights and Lexicon features, and board readers — to monitor conversations about your agency or your issues
• When to take action on what you find, and when to let sleeping Internet dogs lie
• Why all of this matters, and how to sell your bosses on the necessity of monitoring the Internet for chatter

You will also learn about the Workplace Safety and Insurance Board of Ontario and their direct experience with social media monitoring. Specifically, you will learn how they gained support from senior management and their technology group, and how they grind it out in the trenches every day.

Finally, you will take away examples of case studies, sample policies, speaking points for use in conversations with your senior approvers, and the document that got them around the firewall and onto the social web.

Aaron Wrixon, Senior Issues Analyst
WORKPLACE SAFETY AND INSURANCE BOARD OF ONTARIO

10:50 a.m.

Wikis At Work:
How To Foster Collaboration And Knowledge-Sharing Within Your Organization

The U.S. Department of State's (State) Office of eDiplomacy represents both organizational and technological innovation to foster collaboration and knowledge-sharing within the agency, as well as other federal agencies. One of eDiplomacy's most successful initiatives has been Diplopedia, an enterprise-wide wiki that is becoming a central gateway for State's corporate knowledge.

The wiki is available to all of State's 57,000 personnel to read and contribute to, and it can also be viewed by the U.S. Government's interagency community. Additionally, Diplopedia has emerged as a highly flexible portal for U.S. embassies and State offices and has more than 5,500 articles and nearly 1,200 registered contributors. Diplopedia's model of open editing and contribution departs sharply from State's traditional command-and-control "clearance" culture of extensive pre-publication review of information.

• The evolution of Diplopedia from its low-key launch in September 2006, to its gradual emergence as a central knowledge management component of the Department of State's knowledge leadership strategy
• Key success factors and Diplopedia’s relationship to other Knowledge Leadership programs
• Prospective initiatives to advance the use of social media and social networking in the U.S. Department of State and with State's partners inside and outside the U.S. Government

Learn from the experiences at the U.S. Department of State and how you can also successfully implement wikis to foster collaboration within your organization.

Bruce Burton, Senior Advisor, Office of e-Diplomacy,
Bureau of Information Resource Management
U.S. DEPARTMENT OF STATE

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to connect with others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:15 p.m.

Group Exercise – Let's Communicate And Collaborate!

You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in meeting your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 initiatives.

1:45 p.m.

Understanding Key Policies And Standards To Maximize
Your Web 2.0 Initiatives

The Canada Student Loan Program (CSLP) exists to help Canadians pursue post-secondary education. However, the mandate goes beyond just supplying loans. It includes preparing students for their next level of education, helping them plan and save for school and helping them learn about schools and programs that match their interests. This requires more that just informing. It requires actually changing behaviour which is why the CSLP decided to implement Web 2.0 solutions that make the task of preparing for post-secondary education more dynamic and interactive.

• The Web 2.0 options that exist for Government given the Common Look and Feel (CLF) 2.0 standards
• The policy implications of implementing Web 2.0 functionality
• How CSLP is using social media to create a hub for students
• How CSLP is using widgets, a commonly-used social media tool designed to improve planning for post-secondary education

Jennifer Savage, President, Government Web Strategies and Web Usability Analyses
WEBDRIVE CANADA INC.

2:55 p.m.

Giving Your Communications Strategy A Second Life: Understanding This Virtual World And Why It Is Right For Your Organization

Since early 2008, two departments of the Ontario Public Service (OPS) have launched Second Life regions: one designed to be a virtual career fair and the other focusing on Ontario's digital strategy. In this session, you will hear how the Ontario Public Service is introducing Second Life into their communication strategy.

• General information on Second Life and virtual worlds
• Why Second Life is "right" for government
• How Second Life integrates with Web 2.0 and other Social Media
• What objectives the OPS has carried out in Second Life
• The results of their virtual initiatives
• Future plans for Second Life

You will leave this session with new perspectives into one of the truly unique and innovative ways to use social media to achieve the results your organization is seeking.

Glen Padassery, Acting Director, Youth and New Professionals Secretariat, HROntario
MINISTRY OF GOVERNMENT SERVICES, ONTARIO PUBLIC SERVICE

3:50 p.m.

Telling Your Story: How To Leverage Social Networks To Reach An Extended Audience

One of the best things about using Web 2.0 is how much better it allows you to tell your story. In this session, you will learn about the strategies that the Canadian International Development Agency (CIDA) used in telling theirs, along with what has worked, what has not worked, and how to convey to decision makers that social media is not bleeding edge, but simply a part of the Canadian media fabric.

Social and new media projects that have helped to tell Canada's story to Canadians as well as to Americans will be discussed, and lessons learned on how to grow your own network and how to leverage other social networks to help spread the word will also be shared. Critical to all of this, you will learn how to use precision targeting to extend your reach and use metrics to constantly refine your approach.

• Use podcasts and webisodes to add color to your story and better connect with your audience
• Explore other solutions besides outsourcing – have you tried insourcing?
• Blend the lines between online and offline communications to better connect your message
• Grow a network and leveraging popular social media channels
• Overcome the fear of user generated content
• Measure social media, reviewing lessons learned from using it, and refining your social media strategy

Bernard Etzinger, Director General, Afghanistan Task Force,
Communications and Information Services
CANADIAN INTERNATIONAL DEVELOPMENT AGENCY

4:15 p.m.
Chairperson's Recap:
Key Takeaways And What To Do When You Get Back To The Office

As a group, we'll recap the highlights and share key insights from the past two days.

Joseph Thornley, CEO
THORNLEY FALLIS COMMUNICATIONS and 76DESIGN