8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

Michael Rudnick, Global Intranet & Portal Practice Leader
Watson Wyatt Worldwide

8:40 a.m.

How Social Media Can Help Your Organization Attract And Retain Employees

Microsoft is a prominent global software company that recruited over 10,000 new employees in the past year alone and needs to stay connected with over 70,000 employees spread across nearly every country in the world. Given its size and scope, how can such a large and diverse company hope to make personalized connections with individual candidates and employees, creating that extra impression and feeling of value while fulfilling the talent requirements of an aggressive business plan?

Social media technologies have opened up tremendous opportunities for Microsoft and other companies to make real, meaningful and personal connections with people, in a world where things operate at an impersonal and global scale. Microsoft has leveraged new capabilities in the areas of blogs and social sites to make connections with internal and external individuals.

• Uses executive blogs to connect personal views and vision to employees and externals alike
• Brings an open and flexible approach to employee blogging, allowing idea flow and dialog within and outside the company
• Connects with candidates in personal ways, using blogging and social media profiles and events to connect
• Specifically measures success of Public Relations strategy through social media measurement and connects these measures to overall human capital and business outcomes

Warren Ashton, Manager of Employment Branding and Communication
Microsoft

David H. Jackson, PhD, Worldwide Partner
Mercer Human Resource Consulting

9:55 a.m.

Social Networking At Sun Microsystems:
How To Revamp Your Communications Mix In A Matter of Months

Sun Microsystems CEO Jonathan Schwartz came to his Global Employee Communications team with a challenge: build communities within the company using social networking technology. Schwartz, a recognized leader in this space, and one of only a few Fortune 500 CEO bloggers, has seen the positive impact social media can have since starting his own blog 3 years ago.

• Social networking tools
• A revitalized company intranet
• Collaboration across boundaries
• No rules

Also, you'll hear about the five things any organization needs to keep in mind as they move through the evolution from traditional employee communications channels to an effective mix of traditional and new media tools.

Paris Barker, Senior Communications Manager
Sun Microsystems

Candace LoMonaco, Senior Communications Manager
Sun Microsystems

10:50 a.m.

How To Integrate Emerging Media Into A Multi-Channel Brand

H&R Block is the world’s largest tax services provider and one of the most recognized brands in America today. With over 12,000 retail offices in the U.S., Block has a physical presence within a five-mile radius of nearly every American home.

But Block is more than retail offices; it also has a strong digital tax product offering as well. With emerging media changing the way marketing communications connects with its customers, Block has had to also change. No longer do the tried and true tactics of more than 50 years continue to be effective means of acquiring and retaining new tax clients.

The new taxpayer of today is looking for do-it-yourself digital tax solutions. In this session, you will hear how Block has been using emerging media, including blogging, YouTube and Second Life, to reach these new audiences.

Denise Sposato, Digital Communications Manager
H&R Block

Paula Drum, Vice President of Marketing – Digital Tax Solutions
H&R Block

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.

1:15 p.m.

Group Exercise:

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.

1:45 p.m.

How To Get Your IT People Engaged:
The Part They Don't Tell You About

As you're getting your social media agenda together, you'll most likely have an idea of how you're going to approach it. What you may not have thought about is how to get it all online. Your IT department, big or small, will play a significant role in your success (or failure) of implementing and maintaining your social media communication plan.

In this session, you will learn how to talk to your IT people, how to get them engaged, and how to actually make them champions of your cause! It's not hard to do as long as you understand and follow a few basic tenants, don’t mind learning a few new techie terms, and have the desire to create a collaborative environment where you share your communication successes.

You will leave this session armed with the knowledge it takes, passion about your new found knowledge and skills, as well as the ability to feel comfortable around your IT staff.

Jody Rosner, Communications Officer, Office of Legislative Counsel
State of California

2:55 p.m.

Using Social Media To Engage Your Target Audience And Drive Real, Meaningful Action

Society is in the early stages of a dramatic transition from a "read-only" culture to a new, more dynamic "read-write" culture. The audience wants to have choice in what they do. They want to have an impact. And they want feedback when they give, transparency when they invest, and accountability on everything. Social networking and video sharing are just two of the increasing number of online techniques, joining blogging, text messaging, and others, where people no longer just interact with content by "reading" and "clicking," but digest messages and then contribute their own ideas.

Virtually every organization, whether it's a major company or a small non-profit organization, wants to know how to engage their audience and drive real, meaningful action. Today, technology, and especially the internet, provides both venues and tools for making this happen. They facilitate discussion of ideas, sharing of opinions, and meaningful and measurable engagement. But what makes it successful? What is the magic ingredient? Substance.

Organizations have both a need and an opportunity to talk about serious issues – to be authentic, transparent, and sustainable in their operations and communications. In this session, you will hear how to use social media to communicate about serious issues differently.

• What makes substantive (read: serious issues) content popular on social media sites - and how is it different
• The kinds of activities organizations should be creating to engage audiences and amplify their messaging
• How to demonstrate impact and explain the context of the issues that are important to users, and relate to the society as a whole

Stephen Cassidy, Chief, Internet, Television, Radio and Image
UNICEF

Brian Reich, Director of New Media
Cone Inc.

3:50 p.m.
Legal Tips For Managing Employee Blogs In The Workplace

Blogging presents new opportunities for organization’s to communicate internally and externally, but the medium also comes with some legal risks. These risks can be effectively managed with clear guidelines.

• Prevent legal problems that may arise in your workplace as a result of employee blogging
• Manage blogging employees to avoid liability, both on and off company time
• Create and enforce blogging guidelines to protect your company

Denise Cline, Partner
Smith Moore LLP

4:45 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.