8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairpersons' Opening Of Day Two & Presentation:
How To Capitalize On Social Media: Listen, Create,
Engage, Evaluate And Evolve

As much as social media and the influence it holds intrigues you, in reality, it’s difficult to leverage. This session will give you a framework for assessing and integrating social media into the mix of government communications and marketing programs that you manage. You will learn the importance of listening to and monitoring social media. Worried about the risks of finding adverse events online? Don’t be – you’ll be prepared!

You’ll also gain tips on how to create truly relevant and informative content that enables you to weave your message into the conversations online. Finally, you’ll explore how to identify and leverage online influencers to generate earned media coverage online. Listen, create, engage, evaluate and evolve are the central elements of a social media friendly approach.

• Monitoring social media and determining top influencers and share of voice
• Engaging online influencers to earn media coverage
• Learning how social media tools can play a valuable role within a wide strategy to identify and diminish risks to government programs
     -    building networks to share information
     -    publishing information widely for consumption
     -    creating new information through collaboration

Jennifer Torney, Senior Vice President
FLEISHMAN-HILLARD CANADA
Seminar Co-Chairperson   @jentorney

Katie Robb, Senior Consultant
FLEISHMAN-HILLARD CANADA
Seminar Co-Chairperson

9:30 a.m.

How To Build Your Organization’s Social Media Impact Efficiently And Effectively

Since we can’t slow social media down and we certainty can’t avoid it, we just need to embrace it! Social media has infinite touchpoints all of which we should be pressing.

Seattleites are now using social media to rapidly respond to citywide incidents within a  network, crowdsource ideas from travelers to improve their experiences while visiting, check parking garages, view detailed information maps, locate a bus and even view a neighborhood. Social media has enabled the City of Seattle to become a tight-knit community in ways it never was before.

• How you can integrate social media tools into both your internal and external communications strategies
• Ways to empower the public by connecting them to your organization’s goals and strategic plan for the future and letting them have a say in it
• Learning techniques on how you can easily communicate to the public
• efficiently and effectively

10:35 a.m.

How Your Organization Can Use Video Sharing To Enhance Your Public Relations Efforts

Law enforcement agencies are now able to take advantage of the latest in video and photo sharing technology through digital media distribution platforms.

Since 2009, the Royal Canadian Mounted Police of British Columbia (BC RCMP) has used video – produced in-house and distributed to media – as a proactive policing and public relations tool. This session will examine cases where media pickup of RCMP video played a critical role, including the trial and conviction of two suspects a high-profile teen murder case, a case of drug trafficking by organized crime, and the search of a clandestine drug lab.

You will leave this session with the knowledge and practical tactics on how you can enhance your organization’s public relations with the use of digital media, including:

• How to use social media to proactively, and reactively, connect with newsrooms
• How technology is changing the pace of your ability to connect with newsrooms
• The role of video in the current and future media landscapes

Darren Lagan, Cpl., Senior Media Relations Officer
ISLAND DISTRICT ROYAL CANADIAN MOUNTED POLICE

Leigh Kjekstad, Business Management Director
SENDTONEWS
@leighkjekstad

11:20 a.m.

Learning How To Use Social Media -- Including Facebook And Twitter -- As A Customer Care Tool

Providing responses and citizen services to a diverse population is challenging at the best of times. As technology continues to change, how can we keep up?

Social media can help your organization close the gap with your citizens and provide a level of service they expect.

Beginning in November 2010, the City of Regina has integrated Facebook and Twitter as part of their customer care programs. To date, over 800 service requests have been entered from the two channels and the City is well on its way to “creating a compliment centre.”

In this information-packed session, you will gain the tools necessary to set up your social media networks as an effective way to communicate with citizens, including:

• Lessons learned from the City of Regina in launching their social media as a customer care program
• Ways to disarm common arguments and correct the misconceptions about social media
• How to create communication flowcharts
• How to create a service level agreement
• How to create reports to show the value of your social media program

Philippe Leclerc, Interactive Communications Manager
CITY OF REGINA, SASKATCHEWAN

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.

1:35 p.m.

Social Media Enthusiast Panel Session: Practical Advice On Hot Topics, Trends And Best Practices

You have questions? We have answers. Interact and discuss solutions to your social media challenges with leading social media enthusiasts in British Columbia. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own social media initiatives.

Moderator:
Christine Wood, Consultant
KENDALL WOOD
@chickenscratch

Panelists:
Gillian Shaw, Journalist
THE VANCOUVER SUN

Rebecca Coleman, Social Media for Small Business Instructor
BRITISH COLUMBIA INSTITUTE OF TECHNOLOGY
@rebeccacoleman

Lorraine Murphy, President & Founder
SOCIAL MEDIA CLUB VANCOUVER
RAINCOASTER MEDIA
@raincoaster

2:15 p.m.

How To Use Social Media And Crowdsourcing To Engage, Inform And Provide Transparency

Among other things, British Columbia’s Climate Action Secretariat (CAS) engages citizens to support B.C.’s goals for mitigating and adapting to climate change and developing the green economy. They provide educational resources to support public awareness on a variety of environmental issues.

One environmental issue being King Tides -- these are incredibly high tides that happen due to naturally occurring celestial forces which are most pronounced in December/January on the B.C. coastline. Images of these high waters offer a glimpse into the future: what the average high tide will look like in 50 years due to Sea Level Rise (due to global warming). Knowing what the oceans have in store in the years ahead can help with planning – adapting current infrastructure, building codes, land-use policies, behaviours, etc.

You will leave this session with practical tactics on using social media to engage citizens, inform the public, and provide the government with data via crowdsourcing. Tools you will learn will include:

• Assessing social media needs and desires, and deciding on the right tool(s) for the job
• Using FLICKR: features, options, apps, widgets, strategies, pros/cons, lessons learned.
• Teaching (setting expectations, supporting) the public on how to use your social media tools to engage in your program/initiative.
• Reporting back on participation uptake, engagement rates, resource use, and benchmarking success. 
• Working with other jurisdictions on coordinated efforts and promotions.
• How to handle “bad press” if and when you achieve your 10 hours of viral fame!

Trevor Barry, Carbon Neutral and Climate Outreach, Climate Action Secretariat
BRITISH COLUMBIA MINISTRY OF ENVIRONMENT
@JazzyTBarry

3:00 p.m.

Afternoon Refreshment & Networking Break

3:15 p.m.

Creating An Army Of Champions: Using Social Media Strategies And Tools To Enhance Citizen Engagement

Every organization has some level of fan base that is loyal and willing to help. But how do you harness that passion and empower fans to produce a desired result? You need to bring them together and inspire them to work as one. Providing clear, focused and defined objectives will allow you optimize their passion and help drive an end result.

In today's digital world, social media provides simple and inexpensive tools necessary to achieve one to many conversations that are fast-moving and credible. If you provide a strong foundation where your fans can gather and get behind a common mission, you'll have an army of champions ready to help achieve your organization’s goals.

• Leverage free social media channels like Facebook and Twitter to energize your key supporters and build sustained engagement
• Find, nurture and activate loyal fans
• Best adapt to new tools and test new strategies to maximize brand awareness

Philipp Postrehovsky, Volunteer, Social Media Advisory Committee
BRITISH COLUMBIA CHILDREN’S HOSPITAL FOUNDATION
@philpostro

4:00 p.m.
Chairpersons' 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.

Jennifer Torney, Senior Vice President
FLEISHMAN-HILLARD CANADA
Seminar Co-Chairperson   @jentorney

Katie Robb, Senior Consultant
FLEISHMAN-HILLARD CANADA
Seminar Co-Chairperson