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AGENDA - DAY 1: Tuesday, June 22, 2010

8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson's Welcome & Opening Remarks

Joseph Thornley, CEO


8:40 a.m.
Public Engagement In The Age Of Social Media: Evolving Opportunities, Expectations, And 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 Government to engage Canadians through technology comes at a time when, now 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 government 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 presentation will help prepare you and your agency for effectively engaging your citizens through social media tools. In particular, we will:
  • Explore the expectations that citizens bring from their social media experience to their dealings with large institutions, including government
  • Analyze some early stage online consultations by governments in Canada
  • Discuss the potential for a new model of online citizen engagement

Joseph Thornley, CEO
Pierre Killeen, Vice President, Public Engagement


9:30 a.m.
Break-Out Blitz!
Network And Discuss Social Media Challenges With Your Fellow Conference Attendees

This session will open the conversation by connecting you with other training participants and gain greater understanding into many similar issues, concerns, and challenges that your peers are also facing. Become acquainted with your fellow training attendees in this fun and fast-paced forum!

10:00 a.m.
Morning Refreshment & Networking Break

10:30 a.m.
Incorporating Social Media As Part Of Your Communications Toolkit

This session is intended for anyone keen on implementing social media into their organization, but hesitant to take the first step. Specifically, you will learn how to:
  • Use social media as a complement to existing communication campaigns
  • Avoid "negative Nellies" by sticking to the plan
  • Begin with one toe in, and slowly build followers
  • Learn to "let go" - you can't control everything
  • Set reasonable goals
  • Venture into video

Glynis Tucker, Communications Specialist


11:20 a.m.
How To Use Social Media To Initiate A Cultural Shift And Increase Engagement Within Your Government Agency

Responding to public pressure for greater environmental stewardship, Alberta Environment is currently changing the way it works. Change is always frightening, and it is particularly frightening for government employees who have experienced downsizing and reorganizing. In October 2009, Alberta Environment developed a staff engagement strategy that used SharePoint as an effective communications tool, with animated slideshows, discussion boards, wikis and blogs.

The agency also began using social networks to tell stories and distribute information through the department. Since government employees cannot discuss government business on Facebook or Twitter, the number one communications vehicle used is email/Blackberry. Project leaders extracted email data and mapped the social network. That map identified key communicators – those with large social communities. By engaging those communicators, Alberta Environment was able to initiate a cultural shift within the organization.

During this session, you will learn how to:
  • Map and engage your own social network as well as
  • Use SharePoint as an effective and measureable social media tool
  • Overcome the privacy issues and challenges involved with mapping your network

Terese Brasen, ABC, Lead, Staff Engagement

12:10 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion accompanied 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 for government concerns.


1:40 p.m.
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How To Launch An Effective And Award-Winning Social Media Program With Limited Staff And Financial Resources - - Including Facebook, Twitter, YouTube, And Podcasts

You don’t have to be a big organization with deep pockets to develop an effective social media program. In this session, you will learn how the rural municipality of Norfolk County was able to earn top honours, out of a field of 130 entries, from the Economic Developers’ Council of Ontario for a social media program designed to raise awareness of the travel destinations and culinary tourism of the county. Launched in 2009 with modest staff and financial resources, the program includes a presence on Facebook and Twitter, as well as YouTube and podcasts. This session will cover:
  • Basics of starting your own social media program
  • Novel techniques for engaging your community and getting stakeholders on board
  • Ways to measure your results
  • Challenges of moderating and marketing social media sites

Robert Roth, Communications Coordinator (Health Unit Division)


2:30 p.m.
How To Combine Social Media & Traditional Media Strategies To Connect To The General Public And Raise Awareness Of Your Organization’s Initiatives And Accomplishments

The Ontario Ombudsman is an independent officer of the Provincial Legislature who investigates complaints from the public about the Ontario government. The Ombudsman's office oversees more than 500 Ontario government ministries, corporations, agencies, boards, commissions and tribunals and receives more than 16,000 complaints from the public per year. Complaints are dealt with by the Ombudsman and about 85 staff, mostly investigators and intake officers. The Ombudsman resolves and investigates people's problems with the government and its organizations - and issues reports and recommendations on how serious problems can be fixed.

Communicating with the public is essential to the Ombudsman's work - publicizing investigations and convincing the government to accept his recommendations. Combining social media and traditional media strategies has been a major focus for the office over the past year. The Office of the Ontario Ombudsman has been an early adopter and leader in integrating social media tools like Facebook, YouTube, and Twitter into its overall communications plan. The Ombudsman’s high-profile Special Ombudsman Response Team (SORT) cases have resulted in improved government services for citizens across Ontario, including reforms to the Municipal Property Assessment Corporation, the Ontario Lottery and Gaming Corporation and Legal Aid Ontario. Their SORT investigations often result in a published special report tabled in the Legislature and made available to the media and the public.

In this session, you will hear how social media has been utilized, including:
  • The benefits of joining and being active on social networks
  • Releasing a report: before Web 2.0 and after
  • How social media can help you connect to the general public and raise awareness of your work

You will leave this session armed with the practical applications of social media and new ideas on how to best implement these tools in your own work.

Elena Yunusov, Communications Officer

3:20 p.m.
Afternoon Refreshment & Networking Break


3:35 p.m.
Social Media Is Not One-Size-Fits-All: How To Choose The Right Tool For Your Audience, Your Message, And Your Organization's Goals

The secret is out – and now many government departments and agencies are considering launching their own YouTube channel or Facebook fan page. But how do you choose which tools are the right ones for your organization?

The Army News team in the Department of National Defence has posted more than 1000 videos to YouTube over the last two years and those videos have been viewed nearly 1.5 million times. Their channel is currently ranked within the top 75 YouTube channels for Canadian news and reporting. They're also using Twitter, iTunes and Flickr to release information, and have plans to launch a Facebook fan page soon.

Social media is not one-size-fits-all. Not every tool is appropriate for each situation. In this session, you will learn how to choose the right tool for your audience, your message and your organization's goals.

You'll also review some common issues to consider when using social media tools in a government environment, including:
  • Tweeting in both official languages
  • Managing comments – and responding when necessary
  • Giving your organization an authentic "voice" and personality through social media
  • Developing content that is relevant, interesting and timely

Danielle Donders, Web Manager, Army Multimedia
Hal Doran, Manager, Army Multimedia

4:25 p.m.
How To Create A Privacy Conscious Social Networking Site: An In-Depth Review Of The Security And Safety Fundamentals You Need To Know When Implementing Social Media Tools

Privacy has emerged as a key consideration for users of social media. This is especially true when young people are involved.

The Ottawa Public Library asked 76design to develop a social networking site that would enable young library users to develop literacy skills in a fun and safe environment. The site quickly attracted over 1,000 registered users who can publish book reviews, find friends who have their interests, join private groups and use bibliocommons to search for books. Throughout all of these online activities, their privacy is protected.

Attend this session and leave with a greater understanding of how to create your own organization's privacy conscious social networking site. Specifically, you will learn:
  • Necessary objectives and project criteria
  • Overview of the technology framework and why it matters
  • Guiding security and safety fundamentals
  • Social media tools – and how your audience can use them
  • How your site can bridge the gap between institutions

Brett Tackaberry, Director of Technology

Jennifer Stirling, Manager Library Web Services & Systems


5:15 p.m.
Close Of Day One

5:30 p.m.
Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

7:00 p.m.
Dine Around

Sign up during the day for dinner with a group. Take advantage of Ottawa's fine dining while you continue to network with your colleagues.

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