Social Media in Government: 'How To' Workshop
October 16, 2009 – Willard InterContinental Hotel
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Workshop Desciption: · Major Topics · What You Will Learn · Why You Should Attend · Who Should Attend · Agenda · Session Abstracts: · Guest Speakers: · Registration · Meeting Location
On-Site Registration Only as of 11:30 am Oct 15th
On-Line and FAX Registration is Now Closed
Seats are Available - Please Register from 7:30 AM on site
at the Willard InterContinental Hotel
Workshop Desciption:
Use of Social Media Tools are critical to the success of the President's Open Government Directive for a more transparent, participatory and collaborative government. Use of blogs, social networking websites such as Facebook and Twitter, video sharing websites such as Youtube as well as Enterprise 2.0 tools are all tools which agencies can now use to help accomplish their mission.
However the challenge is How do agencies make use of these tools?
Join us for a day long in-depth workshop to learn from 11 experts on specific aspects of social media in government on:
What Will be Presented?
We are combining detailed "how to" training sessions from social media professionals who have worked in and around social media in government with guest speakers from federal agencies who have demonstrated their ability to successfully use social media to accomplish their agency's goals and objectives to accomplish their agency's mission.
Social Media in Government Professionals to Speak:
Tracy Johnson, Booz Allen.
Tracy will share insights acquired in the Army's eCYBERMISSION which presented a unique case study of building Facebook fans, Twitter followers and YouTube subscribers because of the nature of the program and the necessary attention to customer segmentation. Tracy will also draw from her experience at Business.gov to explain how federal agencies need to understand their target audience and tune their approach, content and tools based on that audience.
Amy Senger, Gov 2.0 University.
Amy has over a decade of experience in supporting various arenas of state and federal government, including projects in support of the National Security Agency, the CIA, and the ODNI and is an expert on Enterprise 2.0 techniques to increase productivity and management skills through the use of social media in the work place.
Maxine Teller, Mixtmedia.
Co-Founder of Gov 2.0 Club. Maxine's work in social media strategy both in government and outside government is widely known and she will share her expertise on her recent experiences in helping to shape social media policy at the DOD.
Andrea Baker, Navstar.
Andrea has supported various agencies throughout her career such as the CIA, DIA, NSA, NOAA, and the Pentagon in the use of blogs, wikis and other social media technologies and will share her insights in a hands on class on creating blog posts for both internal and public audiences.
Deb Lavoy, OpenText.
Deb has been working on internal and external collaboration and community building for over a decade starting at AOL in some of the first online communities. Her insights and enthusiasm on the use of wikis to become more productive and build teams provide beginning users, managers and advanced wiki users insight and useful, ready to use information.
Federal Government Guest Speakers:
Dennis Papula, Director of the IT Policy and Compliance Division at the US General Services Administration (GSA), Office of Chief Information Officer.
Dennis will share how he has developed a policy and handbook on the use of social inside the GSA and discuss in our panel on social media policy audience issues around social media policy.
Dr. Paulette Robinson, Assistant Dean for Teaching, Learning & Technology Information Resources Management College National Defense University NDU.
Paulette will discuss both the pros and cons of using Second Life for public engagement and provide details on how you start to make use of second life as a government agency if you decide to do so.
Jodi Cramer, Program Manager for FEMA's Office of Chief Counsel's IT projects.
Jodi currently the legal advisor to FEMA's Social Media program as well as FEMA's Web Governance Committee and will also participate in our social media policy panel and present the issues she has encounted and a legal perspecitive on developing social media policies.
Amanda Eamich, Acting Director for New Media. Social Media Web Manager Subcouncil.
Amanda will share how she has successfully planned a social media marketing campaign for the USDA and the tools she utitlized to do that as well as the management aspects of such a campaign at a federal agency.
Kyle Carothers, Information Architect / New Media Producer
National Oceanic and Atmospheric Administration (NOAA).
Kyle created one of the first agency youtube pages and has nutured it to its current highly engaged level of over 2 million plays. Kyle will share details about how any agency can now partner with Youtube and how to leverage that partnership and other tricks of the Youtube trade to successfully engage the public.
Major Topics
Achieving transparency and engagement while building a website Strategy for the
How to create a social media marketing campaign for your agency.
How to create policies for the use of social media in your agency and department.
How to become a partner with Youtube and successfully engage the public through youtube.
How to understand different audiences on facebook, twitter and youtube and how your approach must be different for each to achieve success.
How to create blog posts which engage the public.
How to find your voice for both internal and external blogs.
How to evaluate what second life can do for your agency and setup an agency presence.
How to leverage information sharing to increase workplace productivity as part of your Enterprise 2.0 effort.
How to encourage collaboration in the workplace through a wiki and be an effective participant.
What You Will Learn
o How the USDA plans and executes a social media marketing campaign.
o What are the differences in planning public engagement through Facebook vs Twitter vs Youtube vs the Blogosphere and how to become effective in each
o Details and explanations of social media policies or their development at GSA, FEMA, and DOD.
o How GSA created its social media handbook and policy and the issues which these documents deal with.
o What are the legal issues involved in creating a social media policy.
o How Enterprise 2.0 is being used in the federal government for more effective knowledge management and information sharing.
o How to better identify and understand audiences which are important to your agency to engage and how your tactics will differ depending on that audience and the social media platform or tools you use.
o How NOAA has become a YouTube partner and succeeded in engaging the public with over 2 million plays.
o How TSA has created one of the most effective and engaging public facing blogs in the federal government.
o What are the advantages and disadvantages of creating an agency presence in Second Life to engage the public and what are the steps in creating such a presence.
o How to create an appropriate voice for yourself and your agency in both internal and external blogs.
o Why and when to use a wiki to build a team across geographic and departmental barriers and become more productive.
Why You Should Attend
• If you or people you supervise will be using twitter, facebook, YouTube or blogs to engage the public
• If your department or agency is creating a social media policy
• If your agency is moving toward Enterprise 2.0 to become productive and effective.
• If you manage a team and wish to start using wikis or even publicly available social media tools to management them.
• If you are participating in your project's agency's YouTube presence or are supervising people who do.
• If you will be participating internal or external blogs or supervising people who do.
• If you are wondering what how social media might help you carry out your agency's or your project's goals and objectives.
• If you or people you supervise are being compliant with accepted standards in the use of social media in the federal government.
• How your agency can make sure of the newly signed terms of service contracts with social media companies.
Who Should Attend
• CXOs and staff
• Agency Executives
• Program Managers
• Directors
• Public Affairs Officers, Public Information Officers and staff
• Agency Communications Officers and staff
• Communication Directors and Managers
• Web Managers and staff
• IT Specialists
• Communications Strategists
• HR Managers (internal collaboration) and staff
• Policy Analysts
• Citizen Contact Managers and staff
• Technology Innovation and Procurement Managers
• Inspectors General (IG)
Format
• Presentations, panel discussion, and collaboration with attendees and speakers
New Feature: Based on Your Comments: Engagement Time with Speaker
Ask Your Questions: Engagement Time: Discussion with Speaker
We now reserve 15 minutes after each presentation solely for audience questions in web and social media architecture, design, metrics or implementation! Many attendees at Potomac Forum and other events have requested increased time to ask questions and collaborate with the speakers. Potomac Forum has initiated a new feature for this Workshop: Engagement Time: Discussion with Speaker - A 15 minute dedicated block after each presentation to insure your questions is answered or your topic discussed..
Agenda
|
|
|
| 8:30 |
Welcome |
|
8:45 |
Management 2.0: How to Leverage Social Media and Information Sharing Tools |
| 9:15 | Engagement Time: Discussion with Speaker |
| 9:25 | There's a Wiki in the Workplace! How to get people to use it and to make it useful! Deb Lavoy, Director of Marketing OpenText |
| 9:55 | Engagement Time: Discussion with Speaker |
| 10:05 | Refreshment Break |
| 10:20 | How to Create a Social Media Marketing Campaign at a Federal Agency. Amanda Eamich, Acting Director for New Media. USDA |
| 10:50 | Engagement Time: Discussion with Speaker |
| 11:00 | Fans. Followers. Constituents. How to Understand Your Audience in order to accomplish your Agency'mission using social media Tracy Johnson, Booz Allen |
| 11:40 | Engagement Time: Discussion with Speaker |
| 11:50 | Hosted Lunheon |
| 12:50 | How to Create Social Media Policies: Panel Discussion Dennis Papula, Director of the IT Policy and Compliance Division at the US General Services Administration (GSA) |
| 1:20 | Engagement Time: Discussion with Speaker |
| 1:45 | Effective Strategy on You Tube: How to Get Started, Get Partnered, Get Going and Get Plays! Kyle Carothers, Information Architect / New Media Producer National Oceanic and Atmospheric Administration (NOAA) |
| 2:15 | Engagement Time: Discussion with Speaker |
| 2:25 | Refreshment Break |
| 2:40 | How to set up in Second Life and what it can and cannot do for government agencies. Dr. Paulette Robinson, Assistant Dean for Teaching, Learning & Technology Information Resources Management CollegeNational Defense University NDU |
| 3:10 | Engagement Time: Discussion with Speaker |
| 3:20 | How to Engage the Public through an Agency Blog |
| 3:50 | Engagement Time: Discussion with Speaker |
| 4:00 | How to write a Blog Post: The first steps of organizational blogging. Andrea Baker Director of Enterprise 2.0,Navstar, Inc.Programming Director (Executive Vice President) at Social Media Club - Washington D.C |
| 4:50 | Engagement Time: Discussion with Speaker |
| 5:00 | Workshop Adjourns |
Agenda Subject to Change
The First Steps of Organizational Blogging
This small workshop session will be a detailed overview of how to start a blog internally and externally using open source blogging applications available on the internet. Participants will be walked through setting up a blog using WordPress as a platform. We will also explore other applications like blogger, moveable type, and typepad. Users will learn how to come up with content, draft a first post, edit a previous post, and customize their blog to show their individuality. They will also be introduced to plugins and other add-ons to their blogs in order to demonstrate collaboration and connectivity. Participants of the session are encouraged to bring their own laptops or internet enabled devices to follow along in real time.
Guest Speakers:
(In order of appearance)
Amanda Eamich
Acting Director of New Media
U.S. Department of Agriculture (USDA)
Amanda Eamich is working to integrate traditional and social media strategies for the department and across agency missions. For the past five years, she has served as the USDA's Food Safety and Inspection Service's press officer and most recently, as the Director of Strategic Communications. She continuously seeks opportunities to enhance overall communication efforts by engaging with diverse communities-allowing the technical and public affairs teams together to work with program experts.
Amanda is also a member of the Social Media Subcouncil, which draws together social media best practices and other resources or the benefit of government agencies at every level.
Dennis Papula
Director of the IT Policy and Compliance Division at the US General Services Administration (GSA), Office of Chief Information Officer.
Dennis is primarily responsible for the development of information resources management policies throughout the agency in accordance with laws, OMB circulars, government-wide regulations and GSA business requirements. He is also responsible for other key issues, such as IT strategic planning, IT governance, human capital planning, and Section 508 compliance. Prior to this position, he was the senior IT portfolio manager advising the Chief Information Officer and other senior management on a wide variety of IT management issues: capital planning, investment control, portfolio/program/project management, and performance management. Prior to GSA, he worked at the US Department of Education and the National Governors Association Center for Best Practices, Economic and Technology Studies Division.
Dennis is a graduate of the University of Pittsburgh (Bachelor of Arts, magna cum laude, in political science and history) and Syracuse University (Master of Science in Information Management). He is a graduate of the National Defense University's Chief Information Officers program, the Society for Information Management's Mid-Atlantic Regional Learning Forum, and is a certified Project Management Professional through the Project Management Institute.
Jodi Cramer
Program Manager for FEMA's Office of Chief Counsel's IT Projects
Jodi Cramer has been a General Attorney at the Federal Emergency Management Agency (FEMA) since 2005. She is currently the legal advisor to FEMA's Social Media program as well as FEMA's Web Governance Committee. Prior to joining FEMA she worked as a contractor on policy issues for several government agencies. In addition, she has worked as a contractor working on content development and governance on websites such as: www.dol.gov, workers.gov, and the GSA First Gov.gov subscription center as well several private sector websites. She received her J.D. from the State University of New York at Buffalo, and her B.A. from New York University.
Kyle Carothers
Information Architect / New Media Producer
National Oceanic and Atmospheric Administration (NOAA)
Kyle Carothers attended both the Air Force Academy and Howard University where he majored in Computer Based Information Systems and simultaneously developed a passion for graphic design and desktop publishing. Kyle has worked as a print and web designer since he established his company, Shadow Productions, in his dorm room in 1990. He has 20 years of experience in working with local and national nonprofits along with federal and local government agencies.
Kyle Carothers has been a team member of NOAA's, Office of Ocean Exploration & Research web team for seven years. Specifically, he manages development and content for the nationally recognized Ocean Explorer website. He works directly with at-sea or on-shore content providers to collect and provide background material and daily logs from numerous signature expeditions throughout the year.
Kyle led a redesign effort in 2005 to integrate XHTML/CSS pages along with video and animation content immersion experiences. The site's goal is to communicate ocean science and exploration in new and exciting ways to the public. Kyle's work on the site has helped it become a huge success, with over 6 million visitors each year. The 2005 Gold Screen first place award from National Association of Government Communicators, and a 2007 Webby Award Honoree are two of the many awards garnered by the site. Kyle is also responsible for producing NOAA's first YouTube channel and its most successful Podcast on iTunes. Recently Kyle has led the development of others Social Media / Web 2.0 efforts such as the development of a Twitter feed and Ocean Explorers NOAA content syndication in Google Ocean.
Dr. Paulette Robinson
Assistant Dean for Teaching, Learning and Technology for the Information Resources Management College
National Defense University
As part of her position, she is also responsible to assist faculty to improve their teaching in various formats to facilitate student learning as well as review all student assessment plans and create evaluation capabilities for College courses and programs. She is also manages instructional technology for the College. In this position, she manages a distributed learning instructional design group, oversees technology purchases, reviews emerging technologies for inclusion in the innovations and simulations lab, implements technology and facilitates instructional use of technology for the College. In addition to these duties, she is the organizer and leader of the Federal Consortium for Virtual Worlds (http://www.ndu.edu/irmc/fedconsortium.html). The Consortium is an effort to bring to together individuals and organizations interested in exploring and pursuing virtual worlds within the federal space.
Before joining the Federal Government, Dr. Robinson was the Assistant Director for Academic Support in the Office of Information Technology at the University of Maryland where she managed an instructional design team specializing in e-learning, mentored faculty in the appropriate use of instructional technologies in their courses, investigated as well as recommended emerging instructional technologies, and consulted with the Center for Teaching Excellence on student assessment through faculty workshops and campus-wide presentations.
Dr. Robinson has over 20 years experience working in higher education as an administrator and faculty member. She focused her doctoral studies within higher educational policy, planning and administration in the areas of curriculum, instructional technology and e-learning. She has given over 50 presentations at national conferences and is the author of several book chapters and journal articles.
Social Media in Government Professionals:
(In order of appearance)
Amy Senger
Gov 2.0 University
Amy Senger has over a decade of experience in supporting various arenas of state and federal government, including projects in support of the National Security Agency, the CIA, and the ODNI. While working in the ODNI's Analytic Transformation program, she has become a prominent change agent for incorporating Enterprise 2.0 solutions into the IC's business practices. She developed the A-Space Training and Train-the-Trainer program, which teaches analysts how to most effectively use and implement various Web 2.0 applications available to the IC. She has trained over 1,000 members of the IC, was the lead director and organizer of the 2008 CIA WIRe/ICES Enterprise 2.0 conference, and is an activist for more transparent, efficient and collaborative business processes. Amy has a B.S. in Integrated Science and Technology from James Madison University and is a graduate of the Kellogg School of Management's Innovation in the Intelligence Community program. As a connector, Amy is helping build strong communities and networks both within and outside of the IC.
Deb Louison Lavoy
Director, Product Marketing
Digital Media Group, Open Text
Deb Louison Lavoy has worked for over 15 years studying what people need from technology, and trying to ensure that technology delivers. This includes focus on the real meaning and purpose of collaboration and knowledge capture. Deb has launched innovative online products at America Online, Adobe, and several startups. In addition to serving as Director of Product Marketing at the Digital Media Group at Open Text she is the Principal Consultant at Product Four.
Maxine Teller
Founder
MiXT Media Strategies
Maxine Teller is the Founder of MiXT Media Strategies, Maxine is a strategy consultant with over 15 years of success developing new revenue opportunities and expanding distribution for corporations, organizations and government agencies. MiXT Media Strategies helps clients understand and embrace the cultural shifts catalyzed by social media tools and Web 2.0 technologies to continue to achieve their business objectives in our increasingly collaborative world.
Maxine is a thought leader in the social media discourse. Her blog, MiXT Media, explores the intersection of media, innovation, communication, society and technology. She is a frequent presenter at conferences, participates in blog discussions, and microshares across multiple social networks.
Maxine created the strategy and participation plans for the U.S. Department of Defense's New Media Directorate, defined the new media communications strategy for the America Supports You Freedom Walk, and mapped the competitive landscape for social media website creator Freewebs.Before the social media renaissance, Maxine advised media companies on business strategy, distribution and marketing. Clients companies have included XM Satellite Radio, Comcast Cable, The HealthCentral Network and the Pentagon Channel. Prior to founding MiXT Media Strategies, Maxine directed strategy and business development at Washingtonpost.Newsweek Interactive, managed and grew the USATODAY.com account for interactive agency marchFIRST, co-founded startup StockGift.com and let global client teams through strategic innovation initiatives at IdeaScope Associates. Maxine holds a BA in sociology from Brandeis University and an MBA from Georgetown University. She resides in Washington, DC with her husband and two children.
Andrea Baker
Director of Enterprise 2.0, Navstar, Inc.
Programming Director (Executive Vice President) at Social Media Club - Washington D.C
Ms. Andrea Baker served in the United States Army as a Signals Intelligence Analyst and an Arabic Linguist. She is a disabled American Veteran and former Jazz Singer and Music industry promoter.
Ms. Baker is the Director of Enterprise 2.0 for Navstar, Inc, under which she is a consultant for the Federal Government and private industry. She has supported various agencies throughout her career such as the CIA, DIA, NSA, NOAA, and the Pentagon. Ms . Baker helps her customers utilize social media tools as Enterprise 2.0 solutions effectively. She specializes in the user community advocacy and an application developer liaison, through tools like wikis, blogs, and other social web technologies.
In July 2009, Ms. Baker became Executive Vice President and Programming Director of Social Media Club - Washington DC. When not working, she balances her life by going to the beach to write. You can find some her writings on ZDnet and Social Computing Journal.
Ken Fischer
Founder GovCollab.org and CIO for ClickforHelp.com Inc .
Ken Fischer is Founder of Govcollab and Director of Gov 2.0 Events for Potomac Forum. He has been involved in the Gov 2.0 movement creating continuing education workshops or as a or sponsor and solutions provider for the third year now. Ken’s interest is in how technology can enable Government to be more effective, efficient and accountable through transparency, participation and collaboration. Ken also actively blogs on Open Government.
Ken also is the CIO for ClickforHelp.com Inc, a web-based software and social media strategy company. At CFH, Ken has led over 100 software and web projects including creating online communities for Doctors, political constituents and office holders, tools to measure the effectiveness of public service announcements and web based messaging as well as online collaboration tools with unique search capabilities. Ken has also led software development projects as diverse as finding news way to delivery reliability centered-maintenance, project management and onsite visual inspection.
Ken Fischer creates training programs for the planning and implementing of Open Government but does not speak here for any federal, state or local governments. Ken also blogs about the commercial side of web 2.0 at web20blog.
Registration
On-Site Registration Only as of 11:30 am Oct 15th
On-Line and FAX Registration is Now Closed
Seats are Available - Please Register from 7:30 AM on site
at the Willard InterContinental Hotel - No Additional Fee
Special Reduced Workshop Fee in Support of the Administration's Goal of Improving Citizen Engagement
Government:$895Government Special Early Bird $595
After Oct 8 Registration will be $695
Industry:$1,295Industry Early Bird:$795
After Oct 8 Registration will be $895
Includes presentations, Workshop Notebook, Refreshment Breaks, and Hosted Luncheon
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Cancellation Policy
Confirmed registrations who cancel within 3 business days of the program will be subject to a $250 cancellation fee. Registrations cancelled after the program starts are subject to the full registration fee. Substitutions can be made at any time. In the event a particular training workshop is cancelled, the liability of Potomac Forum, Ltd is limited to refund of any prepaid registration fee.
Meeting Location
Willard InterContinental Hotel
1401 Pennsylvania Avenue NW
Washington DC 20004
USA
Tel: 202 628 9100