7:30 a.m.
Registration & Continental Breakfast

8:00 a.m.
Chairperson's Welcome & Opening Remarks

Joseph Thornley, CEO
THORNLEY FALLIS COMMUNICATIONS and 76DESIGN

8:15 a.m.

Putting The Social In Social Media: How To Engage Your Employees Before You Engage The Public To Drive Innovation And Increase Productivity

Social media is one of the latest trends in communications inside Government, but getting into the game before knowing the rules can be costly, or even embarrassing. This session will help you understand the importance of learning how to run behind the firewall, before walking outside it.

• Why traditional hierarchies are obstacles to engagement and innovation
• How these new communication tools are tearing down silos faster then ever
• How to engage yourself, your employees and your colleagues in a new conversation to maximize effectiveness
• How, with the right tools, these conversations can lead to user-driven innovation, increased productivity and better retention

Learn from the experiences of a public servant who can help you and your organization understand the big picture implications of new social media tools.

Nicholas Charney, Project Manager, Federal Relations and Issues Management
INDIAN AND NORTHERN AFFAIRS CANADA

9:00 a.m.

How To Build Relationships And Reduce Crime Using Social Media

This session will offer an overview of law enforcement social media success stories. We will examine how the Toronto Police Service uses social media to prevent and solve crime. This session will also address the importance of creating positive relationships with the community celebrated in social media, as well as appeals posted to the public for information to solve specific crimes, and locate missing persons. There will be an emphasis of practical applications for law enforcement and Crime Stoppers on YouTube, Facebook and Twitter.

• Build relationships with citizens, especially youth with technology
• Get public buy-in
• Reach your stakeholders through social media tools, such as
• Techniques on YouTube, Facebook and Twitter

Scott Mills, Constable
TORONTO POLICE SERVICE

Lauri Stevens, Principal
LAWS COMMUNICATIONS

9:45 a.m.
Break-Out Blitz!
Network And Discuss Social Media Challenges With Your Fellow Conference Attendees

This session will open the conversation by connecting you with other conference participants and gain greater understanding into many similar issues, concerns, and challenges that your peers are also facing. Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

10:45 a.m.

How To Develop A Collaborative Network Within A Hierarchical Environment: Steps And Strategies To Get Your Own Social Media Project Off The Ground

• Seed the desire to setup a collaborative knowledge network
• Outline the steps and strategies taken to convince senior leaders, and next steps after you have convinced them
• Find a project that can be used to trial social media tools
• Resolve problems with implementing new procedures into a heavy-tasked and workforce-challenged organization
• Shape and manage expectations (the instant success expectation)
• Understand cultural impediments and develop strategies to combat the resistance to social media that exists within your organization
• Build an internal community
• Produce online town halls
• Take the temperature of your organizational family
• Build a social media guide book (aide de memoir)

Ralph Mercer, Canadian Forces Aerospace Warfare Centre Chief Warrant Officer
CANADIAN FORCES AEROSPACE WARFARE CENTRE

11:30 a.m.

Bullying, Spam And The Pep Squad:
A Government Of Canada's Facebook Experiment

WorkinginCanada.gc.ca, a program within Human Resources and Skills Development Canada, designed to assist prospective immigrants to Canada make informed decisions about where to live and work, started social networking a year ago in order to increase website traffic, better understand clients, and to continuously improve its online presence.

• If we knew then what we know now, we would have done these
  things differently (lessons learned)
• Key differences between Facebook and traditional outreach methods
• New key performance indicators… it's not just about the number
  of fans and website referrals

Andrea Charleau, WorkinginCanada.gc.ca Facebook Liaison
HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

Kelly Archer, WorkinginCanada.gc.ca Manager
HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

12:15 p.m.
Lunch On Your Own -- But Not Alone!

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 for government concerns.

1:45 p.m.

Building Connections: Making The Business Case For Social Media

"Please, How do we use Social Media!" is a common refrain amongst housing researchers at Canada Mortgage Housing Corporation. However, with world class research and technology being applied in a series of sustainable demonstration homes across Canada, CMHC’s team knew that public engagement and dialogue was the key to encouraging greater adoption of green building practices.

Find out how CMHC built a case internally for the use of social media; developed a campaign strategy; and set up mechanisms for monitoring the success of the initiative. From Flickr to Facebook – we will discuss how to gauge participation risks and tactics appropriate for government communications.

Martine Carrière, Senior Marketing Consultant, Corporate Visibility, Corporate Marketing
CANADA MORTGAGE AND HOUSING CORPORATION

Molly Anglin, Senior Consultant, Business Performance Group
NON–LINEAR CREATIONS INC.

2:30 p.m.

Developing And Implementing A Social Media Strategy Roles Of Engagement And Evaluation Metrics – Including Participation In Third-Party Online Discussions With Citizens And Organizations

Canada Student Loans, within Human Resources and Skills Development Canada (HRSDC), is among the first government programs to "colonize," that is, participate in external blogs and online discussion forums hosted by citizens and organizations. The program's communications team has designed and pioneered an effective "inject, correct & direct" approach to get into blogs and forums, address erroneous posts, and steer people to authoritative government websites.

• Business drivers must precede the adoption of any Web 2.0 tools
• Efforts must revolve around the problem that social media
  will solve, not the technology
• Making friends – near and far – is critical to success
• Following an approvals process is laborious but necessary
• A set of metrics is essential to determine whether success is attained

You will leave with a greater understanding of how to develop your agency’s social media rationale, risk assessment, rules of engagement, and evaluation metrics.

Adrian Cloete, Manager, Learning Communications
HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

Tracie Noftle, Director, Learning Communications
HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

3:15 p.m.

Afternoon Refreshment & Networking Break

3:30 p.m.

Using Social Media To Address The Needs And Challenges Of A Diverse Audience

The Ontario Ministry of Health and Long-Term Care is a large and extraordinarily diverse organization. The mandate of the Knowledge Management Team includes implementation of new technology such as Web 2.0 tools for their intranet and extranet users. These initiatives require a solid understanding of the various groups of users within the Ministry and among their stakeholder groups in the broader health sector across the province.

• Demographics -- Generational attitudes play a large role in people's willingness to embrace social media
• Roles -- Traditional career paths often carry with them a reluctance to embrace change, even in communications
• Geography -- Including the urban/suburban/rural spectrum
• Tech-savvy users -- Increasingly, adoption of social media crosses these boundaries as the tools become mainstream

• How to assess your user community through audience segmentation
• Principles of triage: which audiences should you focus on?
• Ways to find and engage early adopters to promote your services using social media
• Do's and Don'ts - - Tips on avoiding implementation pitfalls

Tom Sommerville, Business Technology Specialist
ONTARIO MINISTRY OF HEALTH AND LONG-TERM CARE

4:15 p.m.

Your Evolving Social Media Strategy: Using Facebook And Twitter To Communicate In An Ever-Changing Communications Environment

Social media has been around since the first wandering minstrels interacted with audiences to tell stories from around the country. Today social media is still telling stories about what is happening whether they are stories about people, companies, or governments. You can tap into that stream to tell your story and engage those who are talking about your world. Genome Alberta has been involved in social media to tell the story of science while rolling with changes in technology and openly shares that experience.

Genome Alberta is a not-for-profit research organization funded by the Provincial and Federal governments. They make extensive use of social media to raise awareness with the general public, reach key influencers, and engage the science community.

In this session, you will get some grounded tips based on what the organization has learned from developing their own Facebook application and using Twitter to reach out to the science community.

• Select the right social media course for your audience and for the task at hand
• Make efficient use of your content and resources
• Pull together both social and mainstream media in your communications strategy to get the best return on your communications dollar

Mike Spear, Director of Corporate Communications
GENOME ALBERTA

5:00 p.m.
Close Of Day One

5:10 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Ottawa's fine dining while you continue to network with your colleagues.