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PRE-CONFERENCE WORKSHOPS: Monday, September 14, 2009

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

Choose A or B or BOTH for Maximum Value and Learning

9:00 a.m. to 12:00 p.m.

Registration and continental breakfast will begin at 8:30 a.m.
for the morning workshop attendees.

Social Media Boot Camp And Twitter 101:
Learning The Tools And Understanding Which Ones Are Best For Effectively Hitting Your Target Audiences

Did you know that social networking and blogs are the 4th most popular activity online – ahead of personal email? How about that the fastest growing demographic within all social media platforms are between the ages of 35-49 (more than 11 million)?

The entire social media landscape continues to change and evolve at such a rapid pace. Often we're not sure if we should be participating and if so, which platforms should we utilize? Blogging, Facebook, LinkedIn, Twitter, etc.?! The first half of this session will uncover each of these platforms and how each of them can be used effectively for your organization. We will also explore which of these tools will work best for your communications plan.

The second portion of this workshop will explore Twitter. This hands-on, learn-by-doing session will simplify and demystify Twitter for first-time users and will show you how Twitter can be a valuable tool in your organization's arsenal.

In a comfortable setting, we will ask you to bring your laptop or watch the Twitterverse on our projected screen. You will see how easy it is to become a "Tweep" and get connected to other "Tweeps" through your own "tweets."

Specifically, during this session, we will:

1. Review the current state of "Social Media"
  • What is Social Media?
  • Common Misconceptions About Social Media
  • Current Trends in Social Media
  • The tools necessary to create your own social media strategy for yourself or your organization

2. Define Twitter and establish your Twitter rules to help you meet
your organization's objectives

3. Get started! – A look at the Twitter basics:
  • Creating your Twitter profile
  • "Followers" vs. "Following"
  • Searching for other Tweeps
  • The Basics of Tweeting
  • Other Useful Twitter Websites & Applications
  • Using special Twitter functions such as hash tags, events and chats or parties
  • Staying on top of media organizations and groups on Twitter

4. Provide tips for effective time management on Twitter

This workshop is designed for social media beginners and those who have jumped into the various platforms without much direction. You will leave with new knowledge and the tools necessary to become an active and engaged Twitter user, along with providing you with measurement tips to be certain you are hitting your targets.

WORKSHOP LEADERS: Matt Batt, President, CEO and Founder of Pipeline Media Relations, has spent the past 10 years bringing "relationships" back to the media relations profession working for both corporations and agencies. Most recently, Matt has worked exclusively with the national business and consumer media regularly landing clients in outlets such as Associated Press, BusinessWeek, CBS Radio, The Early Show, Fortune, Good Morning America, Inc., Oprah & Friends, Today Show, USA Today, USA Weekend and The Wall Street Journal. Matt has worked with clients throughout a wide variety of industries including consumer, financial services, franchise and technology.

Michelle Damico, Vice President, Pipeline Media Relations, has high-level experience in state and local government and journalism. Most recently, as Senior Manager of Communications at the Illinois Tollway, her aggressive PR helped secure editorial, legislative and public support for the $6.3 billion Congestion-Relief Plan to rebuild and widen the Tollway system. Approval of the plan validated Tollway messages demonstrating reforms and fiscal accountability. Damico’s government work also includes marketing/communications management positions for Mayor Richard M. Daley, Chicago Park District and as the first director of Chicago's Web site www.cityofchicago.org.


12:00 p.m. to 1:30 p.m.
Lunch On Your Own

1:30 p.m. to 4:30 p.m.

Measuring The Impact Of Social Media And Determining Next Steps

Whether your organization is identifying or implementing social media tools, measurement is a critical component for government agencies. Benchmarks and metrics play a key role in gaining stakeholder buy-in and answering questions, such as "Were we successful?" and "Did we achieve our goals?"

Building upon the current measurement frameworks to evaluate government websites, this workshop will invite you to:
  • Review several evaluative techniques and their pros and cons
  • Explore and compare social media endeavors of governments around the globe (including, but not limited to, initiatives in the United Kingdom, Finland, Malta, Australia, South Korea, and Singapore)
  • Learn how to develop a tailored measurement framework in your agency
  • Apply the framework to a scenario in real-time

This session will be highly participatory, engaging participants in an exploration of best practices and brainstorming. Using Government 2.0 tools such as Twitter, Facebook, Flickr, and YouTube; and learning in real-time from sites such as USA.gov and Europa.eu, you will walk away with a clearer understanding of what government agencies are doing, how citizens are getting engaged, and what you need to do next.

WORKSHOP LEADERS: Ari Herzog is the principal of Ari Herzog & Associates, providing online media strategies for business and government. He is the author of AriWriter.com, where he provides tips on social media and online marketing; and is a guest writer at the Huffington Post and Mashable. Additionally, Ari is a community manager for Governing People and the Sustainable Cities Collective, each highlighting bloggers in responsible conversations. A former government manager at the state and local levels, Ari holds a master's in public administration and lives in Massachusetts.

Andrew Krzmarzick is a Senior Project Coordinator for The Graduate School, U.S. Department of Agriculture, who designs and delivers training seminars for federal, state, and local government organizations. He's the author of the GenerationShift blog and co-creator of IAmPublicService.org. Andrew focuses his energy on addressing the impact of the four generations in the workforce, Web 2.0, and telework on the public sector.

Testimonials From Past Ari Herzog and Andrew Krzmarzick Sessions:

"Just great! Appreciate the honesty and the well thought-out openness."

"It’s great to know the process of measurement."

"Engaging presentation style."

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