Choose C or D or BOTH for Maximum Value and Learning

Getting In The Social Media Game: How To Develop, Prepare, And Implement A Social Media Plan And Policy

This workshop will cover how to develop a social media plan, how to write a social media policy and how to implement both at your agency. Some groups get started in social media because one person decided to make it happen and hope for the best. There are many cases where that worked out fine, but ideally, all agencies should start with a well developed plan with input from key stakeholders in order to determine goals, participants, training needs and the organization's social media philosophy. Incorporating the COPPS Social Media Method (Citizens, Objectives, Plan, Policy, Schedule) we will cover how to craft a strategy that will accomplish your goals.

Together, we will master the techniques of crafting a strategy that will accomplish your goals, and also target the essential ingredients in any social media policy and how to tailor them to meet your goals. Depending on the plan and the type of agency, your policy needs to be a good fit. Law enforcement, for example has special needs with regard to privacy than other agencies.

When a social media plan and policy is in place, it is time to make your program happen. We will dive into the details of what a good implementation program should include, such as:

• Creating personas to identify the exact audience
• Defining objectives and matching the plan to those objectives
• Training employees in social media
• Providing them with the hardware, software and authority to carry out the program

WORKSHOP LEADER: Lauri Stevens is the Principal Consultant with LAwS Communications (LAwS). LAwS offers interactive media consulting services to government agencies with a focus on law enforcement. Lauri has over 25 years of media experience. Lauri is also the creator and producer of The SMILE Conference™. She is an interactive media professional with over 25 years of media experience and is credentialed by the International Social Media Association as a Certified Social Media Strategist. Lauri is passionate about the Internet, the web, social media and is committed helping law enforcement leverage these tools to help them do their jobs, connect with their communities, and promote their departments and investigate and solve crime.

11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own

How You Can Produce And Integrate Video Into Your Communications Plan- Getting Beyond YouTube

Video is increasingly becoming the language of the Internet. Those who learn how to communicate using video will have an advantage. Government has an abundance of authoritative content that it can share to seed and enrich online conversations. Video can be a compelling medium to share that information, if it’s done right.

This workshop will explore how you can create video that will draw in the viewer. It will deal with the mechanics of video production; how to tell a story using the full palette of the video medium; how to integrate your video into your online presence and how to prepare and publish it to make it easy for the largest number of people to view and share it.

The presenters won’t just talk about what you should do. They will produce, edit and publish an actual video to show you how to use the type of hardware and software tools you will need to produce videos that look and sound professional.

In this progressive and hands-on session, you will leave with valuable tools on:

• When and how to use video to more effectively convey your content
• How to use proper lighting and sound recording to give your video professional polish
• Basic online video production techniques with video tools you can start using tomorrow
• How to publish your video so that others can view and share it

WORKSHOP LEADERS: Joseph Thornley is CEO of Thornley Fallis and 76design. He is a Senior Fellow of the Society for New Communications Research and Immediate Past Chair of the Canadian Council of Public Relations Firms. Mr. Thornley is actively engaged with social media. He blogs at www.propr.ca, hosts a video podcast, Social Mediators and is co-host of the Inside PR podcast. He is @thornley on Twitter and Delicious, thornley10 on YouTube and Joseph Thornley on Facebook.

Former journalist and television producer Mike Edgell leads Thornley Fallis and 76design’s multimedia video practice. Mike’s experience spans 15 years in the broadcast industry, including 11 years in television for CBC, CHUM, and Global. He counts covering the Olympics in Turin and Beijing as highlights of his career. Known for his innovative storytelling and creative production skills, Mike has covered many significant events around the world, including life in South Africa post-apartheid, volatile Presidential elections in Mexico, a shooting rampage which killed four Mounties, and hurricanes across Texas, Louisiana and Florida. He twittered from Barack Obama's Inauguration and covered the US President's first visit to Canada.

Eric Portelance is a Consultant in Thornley Fallis’ social media practice. Eric is passionate about leveraging new technologies and communications tools to tackle complex issues – whether it’s using them to build a community, a brand, effectively target advocacy activities, or provide better customer service.

Rave Reviews From Past Thornley Fallis & 76design Sessions:

"Excellent presentation. The speaker kept the interest while addressing important questions. If more attend presentations like this, we would have more on board with social media."

"Excellent, engaging content and stories. Joe provides an excellent perspective and understanding of social media in the context of government."

"I liked the presenter and the topic was very good. Well worth the cost."