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Interactive, Hands-On WORKSHOPS:
Tuesday, September 18, 2012

Jump-start your training experience by attending these interactive, practical workshops and embrace the promise of social media. These information-packed sessions are a great opportunity to network with fellow attendees while taking a hands-on, common sense approach to understanding social initiatives that will enhance your understanding of the informative, case study presentations throughout the training.

*** Choose A or B or BOTH for Maximum Value and Learning ***

8:30 a.m. to 11:30 a.m.

Registration and continental breakfast will begin at 8:00 a.m.
for the morning workshop attendees.

Social Media 101: Popular Social Media Tools - What They Are And How To Use Them To Maximize Your Communication Effectiveness

This workshop is designed to move you from timid curiosity about social media to confident champion. Yes, it will cover the basic terms and definitions but most importantly, it’ll give you the basis for understanding the structural characteristics of this new media form.

We'll discuss the top social networks and how your agency should be using them to communicate. You'll also leave will several new tools in your social media arsenal, from cross-platform publishing to monitoring and measurement.

Bringing along your laptop, iPad or smartphone is suggested but not mandatory for this interactive session -- we’ll get as hands-on as possible. Come prepared to get involved as key concepts will be illustrated through interactive group exercises. The objective of this must-attend workshop is to deliver a session that positions you to get the most out of the remainder of the conference.

Specifically, we will discuss how your organization can:

  • Utilize the top social networks for communication, marketing, and customer service
  • Leverage technology to engage and collaborate with stakeholders
  • Empower existing supporters to spread your message within their own networks

WORKSHOP LEADER: Hillary Hartley is the Director of Integrated Marketing at NCI, Inc. In her current role, Hillary oversees NICís Web design, usability and social media programs. She is a frequent speaker on social networking trends and Web 2.0 best practices for government.


11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

12:30 p.m. to 3:30 p.m.

More Than Just Checking A Box: How To Engage Your Citizens And Stakeholders Sincerely And Substantively Using The Latest Social Media Tools

Now, more than ever, government agencies need to engage citizens and be transparent about their activities and the services they provide to their constituents. iConstituent has over 10 years of experience helping government entities reach out and engage with citizens and get them to take action. With experience in the Legislative and Executive branches of Federal Government and experience at the State and local level as well, this in-depth and exciting workshop will help you engage citizens using multiple digital channels and tools such as social media and email.

This workshop will introduce you to a robust framework that will helps your agency get citizens the information they want and have them take action, as well as give your agency’s stakeholders a repeatable and flexible model to set their internal engagement policy and strategy, including:

  • Identifying your citizen stakeholders and getting to know your influencers and VIP’s
  • How to measure success and visualize the engagement to plan for next steps
  • Techniques to make your message simple and memorable
  • Ensuring that the message you put out delivers the substance your audience wants

WORKSHOP LEADER: Blake Nelson is Vice President of the U.S. Public Sector of iConstituent, LLC. As part of this experience, Blake has successfully led large sales engagements on high-profile, complex, large Federal sales opportunities. He holds more than 15 years of professional experience in enterprise systems sales and integration, technical architecture and business process design and improvement.

Friday, September 21, 2012
These workshops are designed to take your conference experience to the next level. Post-conference workshops allow you to take the information you gained from the general sessions, and identify and focus on your individual needs and applications. Make the most out of this conference by attending these highly interactive, hands-on sessions. Space is limited to ensure interactivity!

*** Choose C or D or BOTH for Maximum Value and Learning ***

8:30 a.m. to 11:30 a.m.
Continental breakfast will be provided at 8:00 a.m. for the morning
workshop attendees.

I've Chosen My Communication Tools, Now What? How To Develop And Implement Compelling Content For Your Social Media Communications Strategy

You’ve narrowed down the tools you want to use for your social media communications plan – that’s a great first step. Now, how do you go about creating content to utilize those tools effectively?

In this workshop, you will be guided to greater understand the ins and outs of creating compelling content for use in your social media communications. You’ll learn practical approaches and tips to developing content that grabs the attention of your audience, allowing you to not only share your message, but more importantly, to create a personal connection that opens the door to further communication. Case studies will be presented to illustrate how video content was created and implemented for communications purposes, and demonstrate how in some cases, this content can serve double-duty as both an outward-facing and internal communications strategy.

In this compelling, hands-on workshop, you will leave with strategies and tools to help you:
  • Understand key items and utilize best practices when creating a content strategy
  • Develop compelling content that will engage your audience
  • Create content that utilizes popular social media tools including Facebook, Twitter and You Tube to communicate with your audience where they’re spending their time
  • Develop cost effective video content for multiple distribution channels
  • Discover how best to deal with the challenges and benefits presented by inward vs. outward facing distribution
  • Create a phased strategy for developing content and measuring success
  • Apply these approaches to your specific content needs

WORKSHOP LEADER: Denise McKee is COO at AboutFace Media Inc. AboutFace creates short-form, story-driven documentaries for online and social media marketing projects. She's a top-rated workshop leader and her session is guaranteed to help you with your own social media initiatives.


11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

12:30 p.m. to 3:30 p.m.

From Passive To Active Listening: How To Understand, Leverage And Measure Your Social Media Initiatives In A Hyper-connected World

With more federal agencies taking the plunge into the world of social media, it is critical that agency leaders and message-makers understand how to listen to what is being said on these social media platforms… and then know what to do with what they hear.

Citizens, constituents, and government stakeholders of all stripes are “out there,” thanks to social media. They are sharing information, conversing online willingly and publicly, able to access more information than ever before.

By putting in place the building blocks of a good listening and measurement program, you can gauge the effectiveness of your outreach. An “active listening” program won’t just tell you what’s being said; it will show you the way to improving your communications and, perhaps, agency procedures, providing you with the insights to effect the right kind of change.

This interactive workshop will teach you best practices in moving from passive to active listening for your social media initiatives, including:
  • The importance of listening and the impact of not listening
  • How social media can show if your organization is satisfying public needs
  • How your social media efforts affect the perception of your organization among internal and external stakeholders
  • How understanding social media can provide value in internal/external communications, departmental policy and operations
speakerWORKSHOP LEADER: Shonali Burke is Vice President, Digital, at MSL Washington DC, where she helps clients bridge the “old” and “new” media worlds for better business results. Her experience spans a wide range of sectors, including nonprofit organizations, entertainment, art, food, healthcare and tech. Former clients include USA for UNHCR, Oxfam America, Network Solutions, BNA and the Smithsonian’s National Portrait Gallery.
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