8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson’s Opening of Day Two & Presentation: How To Achieve A Purposeful Discussion Through Online Public Engagement

Social media enables people like you and me to speak easily and directly to companies and organizations. This has led to an era of consumer empowerment and redefined our relationship to the companies whose products and services we use and the organizations which matter to us. We expect them to listen to what we are saying to them and to respond to us.

As our expectations of companies and organizations and our relationships with them are transformed, we are extending these new expectations to our relationships with government. We see citizens organizing to do things important to them and their communities and we see them calling on government to join with them as partner and enabler, not as a remote power centre.

Government must change the way that it relates to citizens to match the experience they have with other institutions and the expectations they have formed as a result of this.

How does government integrate this new direct expression of citizen will while maintaining its ability to broker competing interests into a common good?

This can only be achieved if government sheds its fear of losing control and embraces the potential of social media tools to engage citizens in online discussions. Instead, government has the opportunity to engage with citizens as partner and enabler, as curator of authoritative information.

• Identify key influencers and pre-existing online communities of interest relevant to your issues and organization
• Introduce your consultation to those who are interested in it and entice them to participate in the discussion with you
• Run a consultation that will demonstrate an openness to public input while ensuring that the discussion drives toward actionable output

Joseph Thornley, CEO
THORNLEY FALLIS GROUP
Seminar Chairperson

9:30 a.m.

Social Media For Security: Understanding How To Communicate In Crisis Situations And Why It Needs To Be A Part Of Your Strategy

With 20 world leaders coming to the city, the Toronto Police Service (TPS) was in the spotlight to provide security for both citizens and dignitaries during the G20 World Summit
in June 2010. TPS produced a comprehensive social media guide to include social media communication in its overall plan, and an Integrated Security Unit comprised of the Royal Canadian Mounted Police, Peel Regional Police, Ontario Provincial Police and Canadian Forces. When rioters turned aggressive, though, so did the TPS and the fall-out on social media still persists to this day.

This presentation will take you back to the days of the G20, how the Toronto Police dealt with the social media backlash, the lessons learned and how, in the end, social media saved the day.

• Expecting criticism, yet having responses ready
• Dealing with crisis communications and why it needs to be part of your social media strategy
• Finding intelligence in the complaints
• Discovering “opportunity” in crisis
• Understanding how and why engagement is king
• The importance of communicating with your own employees

Scott Mills, Constable
TORONTO POLICE SERVICE

10:15 a.m.

Morning Refreshment & Networking Break

10:35 a.m.

Using Social Media Successfully As An Online Engagement Platform -- Recruit, Educate And Communicate

What would you do if you were the superintendent for a day? In this interactive session, you will learn how the Peace River School Division, supported by Alberta Education, leveraged online tools and social media to facilitate a meaningful online dialogue to answer this very question. You will also learn how this enhanced community engagement effort influenced school board decision making.

• Specific online tools, including Google Moderator,and their uses
• How to recruit participants and get them involved
• The rationale for the platform
• Data analysis/metrics

Paul Bennett, Superintendent
PEACE RIVER SCHOOL DIVISION, ALBERTA

Nathan Freed, Field Services Senior Manager
ALBERTA EDUCATION
@nfreed

11:20 a.m.

Using Social Media To Communicate Your Organization’s Mission And Goals Across A Variety Of Tools Including Twitter, Facebook, LinkedIn, And YouTube

ABC Life Literacy Canada envisions a Canada where everyone has the skills they need to live a fully engaged life. We connect and mobilize business, unions, government, communities and individuals to support lifelong learning and achieve our goals through leadership in programs, communications and partnerships. To help spread our life literacy message, and provide a rich experience to our partner organizations while making maximum impact for the cause and message, ABC Life Literacy Canada actively uses the organization website, Twitter, Facebook, LinkedIn Groups and YouTube.

As an organization, we are committed to moving the literacy message out of the church basements and into the mainstream conversation of all Canadians. To do this, we strategically match our messages to the medium and the result/call-to-action we want to generate from Canadians. Growing our followers to be change leaders in the literacy field is our focus and through social media we are able to make maximum impact through targeted medium-specific messages.

• Strategically match your message to the medium and the result/call-to-action you want to generate from your audience
• Talioring your social media communications campaign to draw attention from your audience
• Use social media to gain the trust of the media

Ashley Tilley, Communications Coordinator
Nikki Luscombe, Communications Manager
ABC LIFE LITERACY CANADA
@Life_Literacy

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.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss solutions to your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own social media initiatives.

2:15 p.m.

Afternoon Refreshment & Networking Break

2:35 p.m.

How To Successfully Use Social Media To Monitor Progress And Drive Accountability And Results Throughout All Levels Of Your Organization

From the outset of President Obama's call for a more transparent, participatory and collaborative approach to government, agencies have faced the challenge of becoming more citizen-centric in their approach, employing social media and Web 2.0 tools to help accomplish this task. With few exceptions, agencies have not been able to uniformly demonstrate an ability to clearly, transparently, and effectively communicate to the average citizen.

• Key successes and studies in missed opportunities for being transparent
• How to effectively communicate performance information using social media
• How to drive evidence-based accountability measures at every level
• How to extend performance measures beyond programmatic boundaries
• How you can integrate social media into your overall communications strategy around performance

H. Giovanni Carnaroli, Associate Chief Information Officer
U.S. DEPARTMENT OF TRANSPORTATION
@FreeHerbie

3:20 p.m.

A Step-By-Step Look At How To Create, Integrate And Market A Mobile Application

According to Bricks and Mobile, 1 in 4 Canadians will cut their landline by 2014. Citizens are moving from hard line connections to wireless, so how do you keep up?

Owning a small piece of an individual’s digital real estate results in a very personal connection, and an app gives you the opportunity to be on that real estate.

• Should you go in-house? Buy a service? 3rd party developer?
• Even if your site is already mobile-enabled, should you still bother?
• What can you deliver? Should this be on your app?
• How do you actually get people to download your app?

Philippe Leclerc, Interactive Communications Manager
CITY OF REGINA, SASKATCHEWAN

4:05 p.m.
More “How To's” To Help You Get The Work Done:
An Interactive Panel Discussion With Today’s Speakers

Need to dive deeper into specific topics? Want more details? Here’s your chance!
Available speakers from today’s sessions will answer your questions to help you innovate your own social media plan. Digest what you’ve learned and apply it to your own initiatives to get feedback and ideas for improvement.

4:35 p.m.
Chairperson's 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.

Joseph Thornley, CEO
THORNLEY FALLIS GROUP