Social media and digital communication strategies for canada's public sector

February 25 – 26, 2014 • Ottawa, Ontario

Our FacultyHEAR FROM EXPERIENCED LEADERSINCLUDING THESE EXPERTS:

How to Leverage New Media Channels and BuildCommunication Plans That Deliver Results

Get proactive strategies from Canadian Institutes of Health Research on integrating social media into your overall communications strategy

Learn how Parks Canada is engaging citizens through its social media platforms

Understand why investing in real social media content is the future of your organization

Get the strategies to develop and monitor your own Web 2.0 com-munity

Enhance your understanding of building a social data archival strategy and finding the right tools to implement it

Create business goals and how they matter when measuring ROI

Learn to engage your audience by developing a compelling story

Hear about why online communications is important during a crisis

Build a team with the skills and experience you need to be effective in social media

Participate in a group exercise and practice creating social media content plans

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Christian Riel, Manager, Public Affairs and Outreach, CANADIAN INSTITUTES OF HEALTH RESEARCH

David Rodier Vice-President, Public SectorHILL+KNOWLTON STRATEGIES

Joseph Peters, Senior Vice-President, Social, Digital and Public EngagementHILL+KNOWLTON STRATEGIES

Jason Prini, PartnerUNIFORGE INC.

Mark Hudson, Vice-PresidentUNIFORGE INC.

Mark Farmer, Digital Strategist, Com-munications and Public AffairsYORK UNIVERSITY

REGISTER NOW! Call 1.800.474.4829 Fax 1.800.474.4829 | www.infonex.ca

Robert Cairn, Web Designer, Internet Security and Social Media ConsultantROBERTBCAIRNS.COM

Bruce Skeaff, Social Media PlannerONTARIO MINISTRY OF LABOUR

Martin Hofmann, Principal, OVERSEA STRATEGIES

7:30 – 8:30 Registration and Continental Breakfast

8:30 – 8:40 Welcome and Opening Remarks from the ChairMark Hudson, Vice-President, UniForge Inc.

8:40 – 9:30 Creative Social Media ExperimentsMark Farmer, Digital Strategist, Communications and Public

Affairs, York University• Creating a culture of experimentation on social platforms• Examples of experiments with specific social media• How to measure results• Agility, rapid experimentation and scrappiness for large institutions• Embracing risk, failure and other elements of experimentationMark Farmer has over a dozen years of experience in the field, working for nonprofits and commercial enterprises, one-man shops and large multinational corporations in Canada and abroad. He spent five years as webmaster and then creative director for Earth Day Canada, before shifting to digital communications for organizations such as the Royal Ontario Museum, Intuit's Global Business Division and York University.

9:30 – 10:20Social Media Communications for Greater Public Outreach and EngagementChristian Riel, Manager, Public Affairs and Outreach, Canadian

Institutes of Health Research (CIHR)• How CIHR has managed to connect with more than a million individual via

social media—a number that continues to grow• Building a team with the skills and experience you need to be effective in

social media• Monitoring and measuring social media• Integrating social media into your overall communications strategy

For the past 25 years, Christian Riel has devoted his life to the promotion of science and technology among young Canadians and the general public. Christian has years of communications experience at a variety of science-based organizations, including the Canada Science and Technology Museum (Ottawa) and the Merck Frosst Centre for Therapeutic Research (Montreal).

10:40 – 11:30Using Social Media Communications for Greater Public Engagement at Parks CanadaEllen Bertrand, Director, External Relations Branch, Parks Canada

Widely recognized as a leader in the use of social media, Parks Canada will outline how they engage citizens through their social media platforms. The presentation will provide an overview of how Parks Canada got started, the progress they've made and the various ways they engage different audiences for varying engagement objectives.Ellen Bertrand is responsible for developing strategies to connect millions of Canadians to their national treasures. This work includes nurturing partnerships and stakeholder relations, developing targeted national outreach programs, including broadcasting, so-cial media and community events. Many of these programs integrate the Parks Canada brand, messaging and presence into partner venues, events and platforms.

11:30 – 12:30Social Media Communications Initiatives PlanningDavid Rodier, Vice-President, Public Sector, Hill+Knowlton

StrategiesJoseph Peters, Senior Vice-President, National Practice Leader,

Social, Digital and Public Engagement, Hill+Knowlton Strategies

• Changing communications platforms in Canada's public sector• Identifying the implications underlying the changes• Complying with the regulations• Emerging e-communications channelsDavid Rodier has over two decades experience providing support and advice to senior officials from the federal government, national non-governmental organizations and the private sector. He specializes primarily in health and innovation, science and technology.

Joseph Peters co-founded Ascentum in 2003, which grew into one of Canada's leading public engagement firms. He has helped integrate the public engagement, social and digital tools and philosophy into many new client assignments since Hill+Knowlton acquired Ascentum in 2012. Joseph was a 2007 recipient of the Ottawa Top 40 Under 40 award, and holds an MBA from the University of Ottawa.

1:30 – 2:20Using Web 2.0 for Communication, Collaboration, and EngagementJason Prini, Partner, UniForge Inc.• Developing and monitoring your own Web 2.0 community• Key features of Web 2.0 technologies• Producing and distributing digital content• Strategies for Web 2.0 community engagement

Jason Prini develops web projects, provides strategic advice, speaks publicly, and develops and delivers technology training. Standard-compliant, accessible, and responsive systems and experiences have long been core principles of his development methodology. He has over 15 years experience working with public sector clients such as governments, school boards, universities and colleges, as well as non-profits and private companies.

2:20 – 3:10Social Media and Fraud Prevention OutlineRobert Cairns, Web Designer, Internet Security and Social Media

Consultant, RobertBCairns.com• Fraud and identity theft on social media• Specific issues with Facebook and Twitter and with respect to fraud• How to prevent fraud and protect your organization from fraud on social

media platforms• How to report fraud in social media

Rob Cairns has over 25 years experience working in the technology field. Rob has been a programmer, network support analyst and a project leader working in both insurance and health care. His client base comes from all types of industries both local and inter-national. Rob is the 2013 winner of the Power Awards Social Media Award. Rob is also a member of Greater Toronto Social Media Working Group for Fraud Prevention.

3:30 – 4:20Empowering Your Social Media Governance ModelArianne Mulaire, Marketing Strategist and Co-founder, Reachology• Putting "social" back in social media: policies that work for your organiza-

tion, with your employees• Big Internet, little time: effective information gathering that feeds your poli-

cies and builds your business• The "oops" moment: building a crisis management plan• Checks and balances: How is your policy doing?During her time in the Government of Canada, Arianne Mulaire worked on projects that included two Royal tours and the Vancouver Olympics. She was part of a collaborative government-wide initiative to develop public service-wide Social Media Guidelines and Web 2.0 policies. She also managed the online presence for the Task Force for Payment System Review at the Department of Finance.

DAY ONE PROGRAM AGENDA: TUESDAY, FEBRUARY 25, 2014

Networking Break10:20 – 10:40

Luncheon Break12:30 – 1:30


Register Now! Call 1.800.474.4829 Fax 1.800.558.6520 WWW.INFONEX.CA

CASE STUDY

CASE STUDY

February 25 – 26, 2014OTTAWA, ONTARIO

Social Media&Digital CommunicationStrategies for Canada's Public Sector

11:30 – 12:30Moving at the Speed of Social MediaJennifer Shah, Vice-President, Fleishman-Hillard• Identifying challenges in today's public sector: - setting the right procedures in place for a quick reaction - achieving dynamic participation within digital and social channels• Determining processes and policies within the realities and confines of your

organization• Leveraging real world examples for achievable results

Jennifer Shah is the digital practice lead for Canada and is responsible for strategic con-sultation and the hands-on integration of digital solutions for clients across the country, as well as serving as a senior member of Fleishman-Hillard's global digital leadership team. She is a seasoned professional with more than 13 years of experience, specifically in the areas of digital communications and strategy. Shah has worked with numerous organizations on a global scale and some of the most respected brands in Canada, lever-aging her vast experience to offer clients the best mix of tactics and tools available.

1:30 – 3:00Why Investing in Your Social Media Content MattersVicki Schouten, Founder and CEO, Vinyl21 Communications• Why investing in real social media content is the future of your organization• How content investment fuels rapid social channel growth• Creating a social media content plan and define its success• Why it's important for internal communications to think and act like a

newsroom• How to engage your audience and develop a compelling story• Group Exercise: Social Media Writing

Vicki Schouten is founder and CEO of Vinyl 21 Communications Inc., an Ottawa-based social media management and digital marketing agency that specializes in providing strategic advice on social media campaigns, website development and mobile marketing solutions to small- and medium-sized firms across North America. Vicki brings with her over 18 years marketing and communications experience in both the private and public sector in Canada and abroad. She also serves as an Associate with the Centre of Excel-lence in Communications.

3:15 – 4:20Social Media and Content Marketing: Measuring ROIMartin Hofmann, Principal, Oversea Strategies• Content and data: the new love affair• Knowing where to start and what to use• Measuring what matters (to your bosses)• Connecting the dots with business metrics• Integrating with other marketing programs• Acting on data insights

Martin Hofmann is a communications and marketing strategist with 20 years of private and public sector experience. For most of his career, Martin has led integrated digital communications programs at marketing and public relations consultancies in Germany and Canada. He also worked for a member of the German Federal Parliament, Deutsche Telekom, and the Ontario Ministry of the Environment. Before founding Oversea Strategies, Martin was Senior Vice-President of social and digital communications at a Toronto-based PR, influencer marketing and social media agency.

4:20 – 4:30Closing Remarks from the Chair

EXTENDED INTERACTIVE SESSION

7:30 – 8:30 Continental Breakfast

8:30 – 8:40 Opening Remarks from the ChairMark Hudson, Vice-President, UniForge Inc.

8:40 – 9:30 Delivering Communications Objectives in Terms of Your Bottom-Line ResultsBruce Skeaff, Social Media Planner,Ontario Ministry of Labour• Using the same vocabulary for delivering your communications and busi-

ness objectives• Importance of strategic planning• Evaluating your programs' platforms: do they deliver your objectives?• Examples from your own organizationBruce Skeaff is a communicator of over 20 years' experience in the Ontario Public Service. Before that, he was a newspaper reporter for 13 years. In 2000, he joined the Ministry of Labour where he currently holds the position of Social Media Planner, leading one of the most successful government social media teams in Canada. He also teaches social media for business at Seneca College.

9:30 – 10:20H1N1 Crisis Management Plan StrategyMark Hudson, Vice-President, UniForge Inc.• Why is online communications is important during a crisis• Planning your online response• What channels to use• Evaluating your online activity• Strategies, implementation and lessons learnedMark Hudson spent twenty-seven years working in 9 federal departments envisioning, directing and delivering government communications, marketing and consultation strategies. As a Special Assistant, Press Secretary and a Legislative Assistant Mark has advised the most senior levels of government including several cabinet ministers, the Deputy Prime Minister and the Prime Minister. He is the former e-Communications Ex-ecutive for the Public Health Agency of Canada where he was responsible for engaging audiences through online mediums. While at the Agency Mark was an early adopter in the government's use of social media such as during the 2008 Listeriosis outbreak and while directing online communications during the H1N1 flu pandemic

10:40 – 11:30Fueling the Data Drive: Facebook and Twitter Data-Mining Solutions for Digital CommunicatorsAdrian J. Ebsary, Online Community Specialist, University of

Ottawa• Building a social data archival strategy and finding the right tools to

implement it• Template formulas for getting the most of your CSV files in Microsoft

Excel• Extending lessons learned from Facebook Insights dashboard• Using the free web app Netlytic to visualize networks and keyword-usage

on TwitterAdrian J. Ebsary develops digital communications strategies, plans social media policy, and manages the University of Ottawa's primary social networking accounts. He advises on social widget integration and plays the role of data scientist with our online marketing campaigns. Adrian provides support and training to public relations staff across campus and coordinates the maintenance of a digital media best practices wiki. He also volunteers with iOrphan Canada's board, consults on a variety of digital marketing projects and has spoken at nearly a dozen conferences in the last two years.

DAY TWO PROGRAM AGENDA: WEDNESDAY, FEBRUARY 26, 2014


Luncheon Break12:30 – 1:30






YOUR INVITATION TO ATTEND

Join Your PeersWHO SHOULD ATTEND

Executive Directors, Directors, Managers, Advisors of:

• Communications• Internal Communications• External Communications• Public Relations and Public Affairs• Employee Communications• Community Consultation• Electronic Communications• Information Technology (IT)• New Media and Interactive Media• Intranet and Internet• Government Online• Web Content

SPONSORSHIP & EXHIBITION OPPORTUNITIES

If you would like to increase your visibility with communications and engagement professionals in the public service, you need to be at Social Media and Digital Communication Strategies for Canada's Public Sector. A limited number of sponsorship options are available, including:

• Exhibit Space • Luncheon

• Breakfast • Documentation

• Cocktail Reception

For more information or to check availability, contact our sponsor-ship department by telephone at 1.800.474.4829, ext. 285, or by email at [email protected].

Dear Colleague,

Social media is changing how you communicate with your audience, employees,

and stakeholders in every way. It is all about building communities, collaboration

and user-friendly content. Social media is a place where your organizations deliver

and implement initiatives. However, achieving real results of your social media

programs can be hard without strategic planning. It is not easy to draw the full

picture of how your initiatives are being received or assessed.

INFONEX's Social Media and Digital Communications Strategies for Canada's Public

Sector brings together industry thought leaders to share their social media programs

and suggest new methods to increase your engagement with audiences. Our faculty

of seasoned leaders will share timely and proactive ways to leverage social media

outlets.

Hear how Canadian Institutes of Health Research expanded its communications

activities to include Facebook, Twitter, YouTube, Flickr, and a blog and created the

synergy with traditional communication channel. Discover how Parks Canada got

started using social media tools, the progress they've made and the various ways

they engage different audiences for different engagement objectives. Understand

how to transform and draw additional insights from Twitter and Facebook data for

your communications programs.

The role that social media plays in your organization's interaction and dialogue

with your audience is more important now than ever. Join us in Ottawa and take

away practical strategies that you can implement right away. Register today!

Sincerely,

Chris Graham

Vice-President, Conferences

INFONEX Inc.

“

“Really liked it! Looking forward to apply what I’ve learned within my organization...Great variety of subjects, case studies, and insights.

— Communications OfficerFINANCIAL CONSUMER AGENCY OF CANADA

“

— New Media Communications AdvisorTRANSPORT CANADA

“Good case studies, very interesting facts.

— Web Communications AdvisorHEALTH CANADA

“

“The seminar provided very useful info to take back to management in order to make better decisions in our use of social media tools (when to use, what, how to measure and importance of planning)

“

— Manager Web ServicesHRSDC

“Learned more about why we should be using social media and how it will help . . . lots of information now to take back to senior man-agement to build our case for why we need to do this.



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1) Learn how to engage stakeholders and upper management to maximize ROI2) Hear how social media outlets can help you reach the public faster and on a wide

scale during crisis3) Find out ways to integrate governance policies for responsible social media use

4) Acquire new apparoaches for building strategic social media programs

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SPONSORSHIP, EXHIBITION, ANDPROMOTIONAL OPPORTUNITIES:Increase your visibility with public sec-tor communications professionals at Social Media and Digital Communica-tions Strategies for Canada's Public Sector. A limited number of sponsorship options are available.

Contact our sponsorship department by telephone at 1.800.474.4829, ext. 285, or by email at [email protected].

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