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agenda - Day 2: Wednesday, FEBRUARY 2, 2011

8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chair Address
Chairperson’s Opening Of Day Two & Presentation:
Public Engagement In The Age Of Social Media— Evolving Opportunities, Evolving Expectations And Evolving Practices

“Social networking technologies have opened the door to the rapid exchange of knowledge and ideas on an unprecedented scale, and have broken down walls when it comes to sharing of information... the Public Service now has an opportunity to engage Canadians, especially younger ones, through the use of Web 2.0 collaborative technologies such as wikis, blogs and social networking. These offer an excellent way for the Public Service to reach out and connect.” -- The Prime Minister’s Advisory Committee on the Public Service

The opportunity for the Public Service to engage Canadians through technology comes at a time when, more than ever, people expect to be consulted on issues and decisions that affect them. In tandem, social media is eliminating many of the barriers that prevented citizens from connecting and organizing. Today, citizens use social media tools to find
others with common interests, join with them in online conversations and organize real world events and meetings.

As leaders seek to respond to popular expectations and emerging opportunities, they will need to embrace new approaches and tools that embrace the social and technological forces affecting Canadians. This session will explore:

  • The expectations that citizens bring from their social
    media experience to their dealings with large institutions, including government
  • An analysis of some early stage online consultations by governments in Canada
  • The potential for a new model of online citizen engagement

Joseph Thornley, CEO

Pierre Killeen, Vice-President, Public Engagement


9:30 a.m.
case study
Introducing And Formalizing Social Media In Your Agency: How To Engage Your Audiences And Improve The Way Your Organization Works Together

You “get it” already right? You’re already on Twitter and Facebook, you blog and contribute to wikis… and then you come to work to find that you’re cut off! This is a common problem facing many government employees, and it’s not helping government to evolve to a new way of working.

In this enlightening and real-world session, you will hear how the City of Ottawa ‘covertly’ introduced social media into their organization – through Web 2.0 seminars, a social media roadshow, technology piloting efforts, and other bottom-up approaches. You will also hear how they ‘overtly’ formalized the use of social media through policy development, and developing a business case framework to support social media use.

You will also learn how you can engage, connect, and inform your clients, to improve the way you work together as an organization. Specifically, you will learn a variety of tangible approaches that you can use within your own organization.

Mark Faul, Manager, E-Media & Service Integration

10:15 a.m.
Morning Refreshment & Networking Break

10:45 a.m.

case studyThey Talk, You Listen: How To Effectively Use Crowdsourcing To Learn More From Your Audiences

During her Presidential campaign, Hillary Rodham Clinton was renowned for conducting “listening tours,” where she turned the trope of the campaigning politician on its head -- instead of driving from town to town to deliver the same talking points, she went to hear from the voters themselves. Likewise, Clinton began her tenure as Secretary of State by asking employees, in her first town hall-style meeting, to talk to her: “I want and need to hear from you, and that is not an idle invitation but an urgent request. We want to continue the dialogue we’re beginning today, and in fact, we’re creating a space on the Intranet website for you to generate your own ideas and engage in conversations with the whole Department.”

The Intranet website, which Clinton titled, The Sounding Board, was immediately popular. Within the first month, employees shared 175 ideas with Secretary Clinton and one another. What the program managers quickly learned, however, is that user-generated content tends to expand exponentially. Within 1.5 years, the site had received more than 2,000 ideas and nearly 12,500 follow-up comments. The problem was clear: How can one person “listen” to so much talk?

In this thought-provoking session, you will learn:

  • Why community-generated content tends to grow
    exponentially, and why this is a problem
  • How crowdsourcing can help a large audience “find its voice” by promoting and clarifying the best thoughts and ideas
  • The value of niche conversations
  • Techniques for “closing the feedback loop”
  • How to develop your ‘listening’ voice: authority versus credibility

Molly Moran, New Media Advisor, Executive Secretariat


11:30 a.m.

case study
Twitter, Facebook, Foursquare And Feedback Tools: How To Use The Newest Social Media Tools To Foster Innovation And Drive Change In A Large Organization

In this enlightening session, you will hear how the Royal Bank of Canada (RBC) has, in the past and present, used various social media technologies such as location based tools and content publishing tools to build communities, both internally and externally, as well as used ideas from the public. Through these technologies, you will learn how they have driven internal innovation and internal sourcing of subject matter expertise to create external changes.

You will also gain an understanding of why this change in communications and hierarchy is so important to the changing nature of employees and an organization's demographics.

Finally, you will learn how all these tools can allow your organization to turn information into knowledge with the right resources at the right time, by:

  • Ensuring that there is clear line of sight to results and outcomes
  • Building in a state of perpetual improvement
  • Enabling organizational awareness of social media

Tim Yull, Manager of Applied Innovation

Michel Savoie, Manager of Client Strategy

12:15 p.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 join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:45 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.


2:30 p.m.

case study
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. 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.

In this eye-opening session, you will be able to walk away with lessons on:

  • 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

Lauri Stevens, Principal Consultant

3:15 p.m.
Afternoon Refreshment & Networking Break


3:30 p.m.

case studyStep-By-Step Strategies For Your Second Life Recruitment Process: Using Virtual Worlds To Attract Job Seekers

The Public Service Commission of Canada completed the design and construction of its Virtual Career Fair in Second Life Pilot Project in March 2010. Scheduled to launch during fiscal year 2010-11, the goal of this pilot career fair in Second Life is to feed into a multi-channel outreach strategy to attract active and passive job seekers to apply for employment in the Canadian Federal Public Service through normal applicant channels.

A distinguishing characteristic of Second Life is that it attracts adults, including mid-career professionals, who value the creative opportunities it provides. (For example, users make or buy clothing, control their own appearance, buy virtual land, build, furnish and decorate homes, and build or buy vehicles and watercraft.) Many of these individuals, especially university and college graduates who no longer maintain contact with their schools’ placement services, cannot be reached through conventional career fairs.

During this thought-provoking session, the countless number of elements that were taken into consideration and some of the strategies applied to counter the complex
multi-stakeholder environment of the Public Service
Commission will be discussed step-by-step. You’ll hear first-hand the key insights that were learned, and how you can successfully apply them to your own organization’s virtual world endeavors, including:

  • Design concepts and event promotion
  • Strategic needs and how to meet them
  • Accessibility, privacy and management of expectations when considering the start of your own virtual world

Andrew Namiesniowski, Regional Director, Central and Southern Ontario Region


4:15 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

4:30 p.m.
Close of General Sessions
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