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GENERAL SESSIONS - Day 2: Wednesday, January 27, 2010

8:00 a.m.
Continental Breakfast & Networking

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

Walter Schwabe, CEO


8:40 a.m.
Using Social Media To Initiate Change In Government: It Starts With You

At the roots, social media is not about tools like Twitter, Facebook and YouTube - - it’s a mindset and attitude that when executed effectively, can spread infectiously and promote positive change in any organization. Using case studies from Indian and Northern Affairs Canada and the City of Ottawa, Ontario, this session will equip you with the knowledge and practical examples of how these agencies are initiating this change in their departments, how you can become a social media champion and how it will benefit you personally and professionally.

From this session, you can expect to learn:
  • How to develop and maintain an online presence—internally or externally
  • The benefits of becoming an internal social media champion in the public sector
  • How to measure your efforts and encourage colleagues and employees to get involved

Kelly Rusk, Manager, Marketing & Communities


9:30 a.m.
Morning Refreshment & Networking Break

10:00 a.m.
How To Drive Higher Participation In Online Community Forums For More Effective Community Management

In Internet culture, the 1 percent rule or the 90-9-1 principle reflects the observation that many more people will "watch" a virtual community than will actually participate, and furthermore that the vast majority of participation is done by a relatively small proportion of the community population. This issue, known as "participation inequality" may potentially lead to overrepresentation of a few voices in any online dialogue.

In this session, you will learn how forum dynamics and participation inequality can be managed for your own organizational purposes. A series of case studies focusing on community engagement activities of the Sydney Metro Authority, New Zealand Law Commission, and Parks Canada, will be used to discuss how your organization can drive up participation and drive down discursive inequality. You will leave with a clear set of strategies to drive initial and repeat participation in your online forums thereby increasing the representativeness of the forum discussion and improving the opportunity for dialogue.

Dr. Crispin Butteriss, Founding Director


10:50 a.m.
Monitoring Social Media: Knowing When And How To Take Action While Getting The Most Out Of Your Budget

Firewalls... Technology policies... Flat-lined budgets... Fear of "the new"... For government communicators, these aren't just challenges to be surmounted on the road to enabling social media strategies — they are facts of life.

Your agency could spend a lot of time and money trying to push through a business case, or just accept reality and make do with what you have.

In this session, you will learn:
  • How to use freely available web tools — such as Google’s News Search and Blog Search, Facebook’s Insights and Lexicon features, and board readers — to monitor conversations about your agency or your issues
  • When to take action on what you find, and when to let sleeping Internet dogs lie
  • Why all of this matters, and how to sell your bosses on the necessity of monitoring the Internet for chatter

You will also learn about the Workplace Safety and Insurance Board of Ontario and their direct experience with social media monitoring. Specifically, you will learn how they gained support from senior management and their technology group, and how they grind it out in the trenches every day.

Finally, you will take away examples of case studies, sample policies, speaking points for use in conversations with your senior approvers, and the document that got them around the firewall and onto the social web.

Aaron Wrixon, Senior Issues Analyst

11:40 a.m.
Lunch On Your Own -- But Not Alone!

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.

1:10 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.


1:50 p.m.
The Social Media Toolbox: How To Choose The Right Tool For Your Communications Strategy And For Your Dollar

You can't hammer in a nail with a screwdriver or chop wood with a kitchen knife so before you launch your organization or department into the world of social media you need to make sure you know what the task at hand is and how to make the best choice to get it done.

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 Genomics application to give away genes on Facebook and using Twitter as a way to cover Science Cafes and 'tweet' a Nobel Lecture.

Drawing from an extensive media and communications background while living where high speed Internet is something you only dream about, you will hear ideas on how to select the right social media course for your audience and for the task at hand. You’ll be part of a frank discussion about how and when to use social media or mainstream media and how you can pull them together in your communications strategy to get the best return on your communications dollar.

Mike Spear, Director of Communications

2:40 p.m.
Afternoon Refreshment & Networking Break

2:55 p.m.
Using Social Media To Transform A Regional Economy

Social media has been introduced to community leaders in 12 small municipalities in the Grande Alberta Economic Region with the goals of using social media for:
  • Recruiting other influential people in their communities
  • Drawing upon personal networks to spawn and support citizen engagement
    around community economic diversity strategies
  • Developing tourism strategies

These municipalities have taken the responsibility to transform their economy through the coordination and collaboration within various municipalities and communities of interests.

In this session, you will learn strategies on how your organization can:
  • Overcome the challenges of developing and deploying social media
  • Maintain a sustained culture of leadership and citizens
  • Use social media to transform your organization and communities of interest

Glenn Taylor, Chair
and Mayor, Town of Hinton, Alberta

K.J. (Ken) Chapman, Lawyer, Principal, Founder


3:45 p.m.
Eight Ways To Engage Your Audience By Integrating Social Media Into Your Organization's Website

Alberta Geological Survey (AGS), as part of the Energy Resources Conservation Board, provides geology information to the government, industry and the public, helping with the exploration, development and conservation of Alberta's resources. Its social media strategy is to increase its brand awareness and website content. Having started using social media in 2007, AGS has gradually expanded to using eight different tools to engage its audiences.

In this session, you will discover:
  • Which Web 2.0 tools will give your organization maximum results with minimum effort
  • Specific details on eight social media tools: podcasts, RSS, Scribd, Facebook, social bookmarking, website ratings and reviews, Twitter and YouTube
  • How your organization can easily implement these tools into your website and which one to try first to get your feet wet

Gisela Hippolt-Squair, Publications and Marketing Advisor


4:35 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.

Walter Schwabe, CEO

4:45 p.m.
Close Of General Sessions
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