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.

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

Now that the terms "social media" and "Web 2.0" seem to be on everyone's radar, some 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.

• Listen and filter through the noise using the latest social media monitoring tools
• Define key issues, set measurable objectives, choose a target audience and select relevant tools
• Begin preliminary participation (e.g. developing multimedia content for online dissemination, contacting influencers)
• Develop a basic social media performance measurement framework

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

Amy Jarrette, Manager, Marketing + Outreach
PUBLIC SAFETY CANADA

9:30 a.m.

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

The seed was a Facebook account; it sprouted into an idea, grew into an application, and has evolved into a science news site and discussion board. There was a strategy to the evolution and measurement points along the way, but much of what Genome Alberta has been doing in social media has come from responding to a changing science communications environment and rolling with changes in technology.

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 and reach key influencers.

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
• Use social media and/or mainstream media
• 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

10:40 a.m.

How To Use Social Media During A Crisis

The Public Health Agency of Canada (PHAC) will be sharing their approach, experiences and challenges in using Web 2.0 technologies and social media during the H1N1 (swine flu) Outbreak. Their lessons learned will be valuable for any public or private organization faced with communicating to segmented audiences to influence their behavior, especially during a crisis.

• Pre-positioning the internal culture toward social media approaches
• Introducing and integrating social media into your organization
• Using evidence-based research to fashion strategic web communication and social media direction
• Developing capacity and procedures that facilitate use of social and new media
• Using social media strategies in a major crisis
• Monitoring and assessing success

Mark Hudson, Senior Communications Executive
PUBLIC HEALTH AGENCY OF CANADA

Marquis Cote, Senior Consultant
PUBLIC HEALTH AGENCY OF CANADA

11:30 a.m.

Developing, Monitoring, And Evaluating The ROI Of Your Social Media Investments

Since early 2008, the City of Ottawa has developed various strategies and approaches to introduce social media to their organization. With their growing success has come a demand and need to demonstrate the business value, and return on investment of social media initiatives.

• How to make a business case for social media activities
• An evaluation framework and methodology for monitoring and evaluating the ROI for social media investments
• Specific examples on how the City of Ottawa achieved measuring ROI

You will come away from this session with some formal approaches for justifying the use of social media within your own organization, and some practical examples of the use of specific methodologies and approaches for developing, monitoring, and evaluating social media initiatives.

Mark Faul, Business Analyst, e-Media Division
CITY OF OTTAWA, ONTARIO

Chris Wightman, Manager, e-Media Division
CITY OF OTTAWA, ONTARIO

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.

1:50 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.

2:35 p.m.

Fostering Collaboration And Increasing Performance Across And Outside Your Organization Using Communities And Social Networking

Many agencies are looking to increase performance by transcending the silos of their organizations, whether it be employees collaborating across departments or projects that wouldn’t normally connect, or reaching out to external partner agencies or consultants. From the experiences of Business Development Canada, Northern Lights Canada, Health Canada, and US Department of Defense, this panel session will explore successful strategies to make it happen.

• Identify projects that lend themselves to communities and social networking
• Discover best practices for getting initiatives off the ground and addressing common mistakes
• Think about ROI and what you should be tracking in terms of performance metrics

Andrew Chambers, Technology Director
NORTHERN LIGHTS CANADA

Eric Sauve, CEO and Co-founder
TOMOYE CORPORATION

3:40 p.m.

Twitter, Facebook, Blogs And Wikis: How To Use The Newest Social Media Tools To Foster Innovation And Drive Change In A Large Organization

Hear how the Royal Bank of Canada (RBC) implemented social media strategies in their large organization. Specifically, you will learn how RBC has, in the past and present, used various social media technologies to build communities, both internally and externally, and from the crowdsourcing of ideas from the public. Through these technologies, you will learn how they have driven internal innovation and internal sourcing of subject matter expertise to create external changes.

You will also gain an understanding of why this change in communications and hierarchy is so important to the changing nature of employees and the organization's demographics.

• Twitter, Facebook, blogs, wikis,
• Niche tools such as Yammer, Laconica
• Internal facing applications

Finally, you will learn how all these tools can allow your organization turn information into knowledge with the right resources at the right time.

Michel Savoie, Manager, Client Strategy
ROYAL BANK OF CANADA

Tim Yull, Manager of Applied Innovation
ROYAL BANK OF CANADA

4:30 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