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.

Using Social Networking And User-Generated
Content To Create Community

This session will discuss how organizations can use social networking and user-generated content to create an online community of and interact with their stakeholders and/or customers.

• How social media was strategically applied
• How online tools can be used for recruiting and interaction
• How to build a successful community online

Keelan Green, Vice-President & General Manager
THORNLEY FALLIS COMMUNICATIONS & 76DESIGN

John Sobol, Senior Consultant
THORNLEY FALLIS COMMUNICATIONS & 76DESIGN

9:25 a.m.

Bringing People And Knowledge Together Within Government Through A Wiki

In October 2007, Canada's Chief Information Officer announced that the government would build a collaborative library where public servants could learn from each other and build on the great work of others. One year later, GCPEDIA, a Wikipedia for the Public service was launched.

• Learn from each others successes and failures
• Eliminate duplication of effort
• Share knowledge and expertise
• Work collaboratively
• Build and preserve corporate memory
• Ultimately improve the way we deliver service

This session will briefly outline the story of bringing this large-scale wiki to life and present the vision and latest pilot projects such as social networks that are part of building a collaboration environment for the Government of Canada.

You will leave this innovative session with tools on how your agency can introduce collaborative methods for a higher level of engagement inside and outside of your organization.

Jeff Braybrook, Deputy Chief Information Technology Officer
TREASURY BOARD OF CANADA SECRETARIAT

10:40 a.m.

How To Make Web 2.0 Tools Accessible, Acceptable And Adopted In Your Organization

This session will provide an overview of Web 2.0 tools and services such as, discussion groups, wikis, blogs, and a Software Configuration Management (SCM) system. These tools have been used to improve the overall accessibility, transparency and responsiveness of the National Institute of Standards and Technology (NIST), sponsored Open Source Software (OSS) development projects known as the Fire Dynamics Simulator and Smokeview (FDS-SMV).

The FDS project was publicly released in 2000, and its increasing acceptance and wide use by the fire protection engineering community eventually led NIST to adopt more formal SCM practices. In addition, NIST has brought a host of new services and support features online, and has successfully tapped into the domestic and global user community as a development resource, providing rapid feedback for a wide variety of support requests.

Best of all, the ease of use and flexibility of the services allow the software users themselves to participate in the development processes, helping us answer simple questions providing support for newcomers and advanced users alike.

• Establish its role in the organizational communication strategy
• Encourage acceptance of the necessary tools and services
  to accomplish strategic goals
• Promote public access to timely and relevant information
• Enhance transparency of operational processes
• Improve responsiveness from appropriate levels within your organization

Bryan Klein, IT Specialist
Fire Modeling Group, Fire Research Division
Building and Fire Research Laboratory
NATIONAL INSTITUTE OF STANDARDS AND TECHNOLOGY,
U.S. DEPARTMENT OF COMMERCE

11:25 a.m.

Social Media And Government Communications:
Key Considerations For Using Social Media To Communicate
And Engage The Public

In our day-to-day work as government communicators, we are being increasingly being asked to understand and implement social media tools. The impact for government communications is enormous and the pressures to use new technologies and seize the opportunities they present are truly revolutionary.

Despite this, as government employees we need to weigh use of social media tools with maintaining the Government of Canada (GC) reputation, retaining the public trust and ensuring that we respect the key GC policies, laws and acts. We need to ensure that our programs and services reflect an analysis of the Government's laws, policies and priorities.

Many government organizations in Canada and on the international scene are experimenting and implementing social media campaigns to communicate with the public. Our members are also analysing how to balance the policies and laws that differentiate us from the private sector (Official Languages Act, Accessibility) while testing the waters and reaping the rewards in this ‘newish’ area to the GC.

In this session, you will hear what the Working Group has discovered in reviewing government examples of social media projects.

• Key policies and laws as they pertain to the GC context for using social media to engage the public
• The risks of integrating social media and their possible mitigation
• A Canadian approach to what Government 2.0 in public communications could look like and propose some next steps

Jean-François Fleury, Chair of the Communications Community Office (CCO) Working Group on Leading-Edge Technologies (Working Group) and DG Communications Services
AGRICULTURE AND AGRI-FOOD CANADA

Angelina Munaretto, Project Manager in Social Media Communications
AGRICULTURE AND AGRI-FOOD CANADA

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.

1:40 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.

2:20 p.m.

Strategy Before Tactics: The Importance Of Creating A Social Media Marketing Plan To Deliver On Your Social Media Objectives

Now that the terms "social media" and "Web 2.0" seem to be on everyone's radar, many government departments are jumping into various platforms without any concrete strategy and/or objectives.

Going through the social media marketing planning process forces organizations to think critically beforehand so as to reduce unwanted surprises and deliver on their social media engagement objectives.

• Begin by listening and filtering through the noise using the latest social media monitoring tools
• Begin preliminary participation (e.g. commenting on other people blogs, contacting influencers)
• Define key issues, set measurable objectives, choose a target audience and select relevant tools
• Develop a basic social media performance measurement framework

Theresa Woolridge, Communications Officer, Marketing + Outreach
PUBLIC SAFETY CANADA

Mike Kujawski, Marketing & Social Media Strategist
CENTRE OF EXCELLENCE FOR PUBLIC SECTOR MARKETING

3:25 p.m.

Using Social Networking Tools To Raise
Awareness In Your Organization

The power of social media to facilitate communication, marketing and PR within organizations is becoming more and more apparent as this new medium expands. There is another impressive aspect to this phenomenon -- the ability to extend this globally, thus, enabling organizations to generate and collaborate awareness in a very limited amount of time.

This session will explore a charity project that is taking place throughout this year, called 12for12k. People are being brought together entirely through social networks to raise $12,000 for a different charity each month of the year.

1. Internal communications are improved, equaling efficiency and cost-effectiveness
2. External communications and conversations will increase constituent and private sector trust in Government 2.0 procedures and policies

Different approaches used to approach charity partners and raise awareness in various social media communities will be explored. In this session, you will hear advice and discuss lessons learned on how your organization can implement social media tools for cause marketing.

Danny Brown, Owner
PRESS RELEASE PR

Susan Murphy, Partner
JESTER CREATIVE INC.

4:10 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