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Interactive, Hands-on WORKSHOPS:
Monday, November 14, 2011

Jump-start your seminar experience by attending these interactive and practical 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 seminar.

*** 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: How To Integrate Social Media Into Your Communications Plan— Answering Your Toughest Questions On How To Get Your Agency Started By Using The Right Tools, Managing The Process And Tracking Results

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.

Why is social media invading all aspects of our lives? What’s in it for you? Who is responsible for leading change and how do you advocate the adoption of social media in a government context?

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 seminar.

After attending this workshop, you will confidently walk away with:
  • Knowledge of social media key terms and definitions
  • Understanding of the social structure of social media
  • Strategic skills: how to apply critical thought, etiquette, online identity and control
  • Lessons on how to advocate for the adoption of social media in your government organization

speakerWORKSHOP LEADERS: Karim Kanji, is Partner and Founder of ThirdOcean and XConnectTO. Karim has been active in marketing, outreach and social media solutions since 2008. He has spent the past two years fully immersing himself in the social and digital communities of Toronto. First, he helped Techvibes.com double their Toronto community then he started the popular Social Media Show podcast. Today, Karim leads 2 new successful startups in the social media space. @karimkanji

speakerSameer Vasta is the Lead Intranet Strategist for the Government of Ontario. He is an organizational anthropologist and communications strategist, currently working with the Ontario Public Service to create strategy around internal communication and collaboration. His background is in community-building, online engagement, and research and analysis around organizational culture.
Over the past ten years, he has worked with organizations like the World Bank, Aga Khan Development Network, and the Government of Ontario to create strategy, business rationale, and corporate policy around online audience engagement, both inside and outside the organization. @vasta


11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own.

1:00 p.m. to 4:00 p.m.

You’ve Got Your Social Media – Now What?! Tactics And Techniques To Teach You How To Use Your Social Media To Communicate Internally And Externally

This session is intended for governments with current social media presences. You will experience an introduction to the art and science of consistently being in front of your citizens via social media. It's one thing to have a social media presence; it's another to use it to connect with your citizens on another level and foster a stronger community with your government.

Since as many as 80 percent of Facebook followers do not return to a page once they ‘like’ it, it is crucial to get maximum results from your social media presence. Whether you have 50 fans or 5,000 fans, you will take away realistic tactics and techniques you can use in this workshop.

This session will teach you the tips and techniques you need to gain, and keep, an audience, including:
  • Strategies for effective posts including content, frequency, and time of day
  • Engagement strategies to foster citizen interaction via social media within boundaries
  • Building and strengthening community culture through social media
  • Tracking participation through Facebook insights
The session will be informative and involve an interactive mock communications element. This element will give solid examples of successful social media participation in government contexts.

WORKSHOP LEADER: Laurie Boettcher is a Speaker, Trainer, and Social Media Enthusiast with LBSpeaks Online. With over 16 years or experience in design and communications, Laurie is a former Communications Manager for the Wisconsin Department of Transportation and Department of Public Instruction. With over 16 year’s experience in design and communications, Laurie is a former Communications Manager for the Wisconsin Department of Transportation and Department of Public Instruction. Now, she speaks, trains, blogs, and tweets on using social media in, not-for-profit, public library, education, and government contexts. A frequent speaker at workshops, conferences, and private events, Laurie has been featured in The New York Times and numerous other media. She breaks down the complex world of social media, making it interesting and understandable to any skill level, all the while, motivating and empowering audiences. nd understandable to any skill level, all the while, motivating and empowering audiences.

Thursday, November 17, 2011

These workshops are designed to take your seminar experience to the next level. Post-seminar 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 seminar 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.

How To Monitor And Manage Your Social Media Efforts To Better Engage Your Target Audiences And Make Sense Of The Data By Using Social Media Listening Skills

Great campaigns and communications don’t just happen – they require careful planning and forethought. Part of this planning involves greater understanding of the community trying to be reached: Where do they go for information? How do they share and interact with each other online? What are their shared interests? Every community is different, and is going to react differently. The best way to understand these communities is to study their online conversation with a thorough listening audit.

This session will provide you with insight on how to “listen” to your social media to develop insights about your target audiences before starting a campaign.

The workshop will focus on the following key areas to begin, and enhance, your monitoring and managing techniques of social media, including:
  • How to prepare a listening audit brief to define the questions that your organization seeks answers to
  • Using a combination of free and paid social monitoring tools to gather and make sense of data you collect
  • Developing insights from data that can lead to actionable creative ideas and a plan to enhance your social media campaign
  • Initiating an ongoing listening program to keep track of changes in conversation volume and sentiment over time as your social media campaign grows
Case Studies will be featured throughout the workshop to demonstrate what each of these steps looks like in a live program.

WORKSHOP LEADER: Parker Mason is a Manager of Community Cultivation for Tribal DDB, a division of DDB Canada. He has helped clients like Tourism New Brunswick manage their online presence and develop a social campaign based on in-depth community listening. He is an experienced and clear speaker, who has been working on the cutting edge of social media since 2006.


11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own

1:00 p.m. to 4:00 p.m.

How To Build A Mobile App: Where, How, Why And What Communicators Need To Know

Building an App for Apple, Android, Blackberry and the other mobile platforms coming to market is expensive, not entirely accessible and can take a lot of your resources. There’s one common element across all these devices though: the browser. Consider the number of people that use search engines vs. the ones that look for content on App stores. Where would you rather be?

Mobile services and information are available via text messages (SMS), native mobile apps, and websites—whether optimized for mobile or not. Research shows that by 2014, more people will access the internet through their mobile then through a PC. Since providing information and services online is important to your agency, mobile is becoming increasingly important for your agency. When deciding whether or not if mobile is the right direction for your agency, you must consider your audience and the goals of your organization:
  • What are you trying to accomplish?
  • Who is your audience?
  • What devices do they use?
  • How do they use them?
  • What is the experience you are trying to deliver?
Join us in this interactive session to answer the questions above and discover which technology is the best when it comes to delivering accessible content across multiple platforms, including desktops, smartphones and now tablets, including:
  • The latest insights on the mobile industry in Canada and North America
  • An agnostic and accessible system to deliver an app-like experience for your content on any mobile device, including iPad, iPhone, Blackberry Torch and Android devices
  • Best practices to optimize any kind of content for mobile platforms: layout, text, multimedia
  • Tools to track and analyze the performance of mobile content

speakerWORKSHOP LEADER: Randy Frisch, a Partner at Mygazines, is responsible for the marketing, sales and execution of Mygazines' branded digital publishing and mobile solutions. Randy's focus is to understand customer needs and provide solutions which simplify access to content in today's digital online era. Randy brings an entrepreneurial and customer-focused background to Mygazines with leadership experience in both business-to-business (B2B) and business-to-consumer (B2C) operations, marketing and sales environments. Randy holds an MBA from the Schulich School of Business and a Bachelor of Commerce from McGill University. @randyfrisch

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