Social Media within the Militaryand the Defence SectorEuropeMonday 25th & Tuesday 26th February 2013,Movenpick City Centre Hotel, Amsterdam, The Netherlands REASONS TO ATTEND: CONFERENCE CHAIRMAN: • Address the key topics dominating the social media domain Steven Mehringer, Head, Communications Services, Public • Hear about the security risks associated Diplomacy Division, NATO with social media within the military and defence sectors Andrew Morton, Digital and Social Media Manager, • Learn how social media has played a supporting role in critical missions and Purple Strategies combat operations • Analyse the impacts of social media on the military and defence sectors SPEAKER PANEL INCLUDES: • Develop your knowlegde on the latest social media apps Dr. (Colonel) François Chauvancy, Senior Officer, Ministry of • Meet the decision makers who implement Defence, France scoial media strategies which are used to educate, recruit, connect and inform Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS SME, Course Director/Instructor, NATO School Receive first class presentations from the following programs and Lieutenant Colonel Mario Masdea, Chief of the NDC Public Affairs commands: Office, ITA-A, NATO Defence College NATO, Finnish Defence Forces, Ministry of Defence France, NATO School, NATO Dr. Charlene Stokes-Schwartz, Ph.D., Trust Research Lead, Human Defence College, US Air Force, Ministry of Trust and Interaction Branch, US Air Force Defence Czech Republic, HQ ARRC, Estonian Armed Forces, IABG Prof. Dr. Habil. Dr. Phil. Dipl.-Psych. Harald Schaub, Head of Department, Human Factors and Systemic Analysis, IABG Miroslava Pašková, Director Social Media Communication and HALF-DAY Military Community Support, Ministry of Defence Czech Republic POST-CONFERENCE WORKSHOPS Colonel Jyrki Heinonen, Director of Public Affairs, Finnish Defence Wednesday 27th February 2013 Forces Mövenpick City Centre Hotel, Amsterdam, The Netherlands Lieutenant Colonel Ian Woodbridge, Chief Public Affairs, HQ ARRC A: Social Media for Operations Captain Danel Apse, Staff and Signals Battalion, Chief of Training 8.30am – 12.30pm and Development Centre of Command, Control and Workshop Leader: David Bailey MBE, Guest Communication Systems, Estonian Defense Forces Lecturer, Social Media, NATO School, Germany Tim Kempert, Chief, Cyber Training Initiative, US Strategic Command, USA B: Creating a Sustainable Social Media Presence Amit Srivastava, Senior Scientist, Raytheon Technologies 1.30pm – 5.30pm John Verdon, Senior Strategic Analyst, Department of National Workshop Leader: Andrew Morton, Digital and Defence, Defence Research and Development, Canada Social Media Manager, Purple Strategies www.military-socialmediaeurope.comRegister online or call +44 (0) 870 9090 711 or alternatively fax your registration to +44 (0) 870 9090 712 BOOK BY 31ST OCTOBER SAVE £300 • BOOK BY 30TH NOVEMBER SAVE £100
DAY ONE l 25TH FEBRUARY 2013 www.military-socialmediaeurope.com 08.30 11.40 REGISTRATION AND COFFEE Leveraging Social Media for Precision Influence Capabilities • Trust as key to influence operations • Predictors of trust: Theory and empirical evidence linking emotion 09.00 and trust CHAIRMANS OPENING REMARKS • Precision influence through assessment of emotion and trust Steven Mehringer, Head, Communications Services, Public • Social media as central platform for emotion and trust assessment Charlene Stokes-Schwartz, Ph.D., Trust Research Lead, Diplomacy Division, NATO Human Trust and Interaction Branch (711 HPW/RHXS), US Air Force 09.10 OPENING ADDRESS 12.20 NETWORKING LUNCH Host Nation Address: How can social media fit into signal intelligence? 13.40 • An introduction The Wealth of People • Implementation and uses of social media • The Digital Environment Re-Frames the Future of Knowledge and Work • Future developments • The Digital Environment enables unprecedented changes in the A Representative from the Dutch Ministry of Defence* scale, pace, scope and pattern of human interactions and activities affecting the individual, society and culture. 09.50 • New modes of production are enabled by the unprecedented collapse of traditional transactions costs Collaborative Tagging Applications and Capabilities in Military • Institutional innovations are necessary to more fully harness the Information Systems wealth of people’s knowledge including a shift from traditional • Analyses of conceptual terms Management approaches toward enabling Social Computing. John Verdon, Senior Strategic Analyst, Department of • Collaborative tagging National Defence, Defence Research and Development, • Current administrative Information Systems of Estonian Defence Canada Forces (EDF) 14.20 • Knowledge maturing is a concept which defines goal-oriented AFTERNOON TEA learning on a collective level. SESSION 2: FRENCH INFLUENCE OPERATIONS CONCEPTS • Collaborative Tagging improves Knowledge Management. Personal Tag Clouds 15.00 • The Research Vision of the Knowledge Maturing in the France Developed in 2012 a Military Concept “Influence in Support Collaborative Tagging could be divided as: 1. Information of Operations” in Order to Include Influence Activities at the Different Level of the strategy for a Military Operation Systems Layer; 2. Semantics Layer of Information Systems; 3. • Influence is first a state of mind for all the military actors to give Knowledge Maturing Layer. sense to a military strategy Captain Danel Apse, Staff and Signals Battalion, Chief of • Influence must be within its heart to get the best use of the means through effects Training and Development Centre of Command, Control • Influence activities are also a part of what we can call the “smart and Communication Systems, Estonian Defense Forces power” concept Dr. François Chauvancy, Senior Officer, Ministry of Defence, 10.30 France MORNING COFFEE 15.40 PANEL DISCUSSION SESSION 1: HUMAN FACTORS • Communicating with external and internal audiences • Is personal and professional blurred? • Creating an enforcing a code of conduct 11.00 • The challenges of social media in the military environment Human Factors in Social Media Steven Mehringer, Head, Communications Services, Public Diplomacy Division, NATO • Human threat: dealing with complexity and uncertainty Harald Schaub, Head of Department, Human Factors and • Human needs and intentions: survival of the fittest Systemic Analysis, IABG • Human error: the logic of failure Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy • Human cognition: the emotional problem solver Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS SME, Course Director/Instructor, NATO School • Human social factors: leadership and command and control Prof. Dr. Habil. Dr. Phil. Dipl.-Psych. Harald Schaub, Head of 16.30 Department, Human Factors and Systemic Analysis, IABG CHAIRMANS CLOSING REMARKS AND CLOSE OF DAY ONE *Subject to Confirmation Who will attend? Chiefs of Public Affairs, Directors of Community Engagement, New Media Section Chiefs, Information Directors/Officers, Marketing Directors, Heads of Communication Policy, Heads of Information Policy and Plans, Heads of Defence Media Centres Register online at www.military-socialmediaeurope.com • Alternative Event supported by
DAY TWO l 26TH FEBRUARY 2013 www.military-socialmediaeurope.com 08.30 12.00 RE-REGISTRATION AND COFFEE Away with the Gatekeepers: Social Media as a Tool Facilitating Nonviolent Struggle During the 2011 Egyptian Revolution • Little known aspects of cloud-based strategic planning documents 09.00 in creating organized mass movement using social media CHAIRMANS OPENING REMARKS • Application of Strategic Nonviolent Struggle principles using social Andrew Morton, Digital and Social Media Manager, Purple media in Egypt Strategies • Military-like application of social media as a decentralized command and control platform • Force multiplier aspects of social media and mobile devices and its implications for defence. SESSION 3: MANAGEMENT, PLANNING, & PREVENTION Dan Thompson, Chief, Public Affairs Office, US Army Installation Management Command Europe, US Army 09.10 The Challenge of Social Media in Security Policy Institutions 12.40 NETWORKING LUNCH • What can be defined as new/ social media • Are the social media an all purpose tool? SESSION 4: OPERATIONALISING SOCIAL MEDIA • What to communicate? • Who should communicate? 14.00 • Are we ready to engage? The Challenges of Operationalising Social Media • Implications of military communication with audiences • When to use the social media • Current military experience of using social media • Conclusions • Lessons identified from operations in Afghanistan Lieutenant Colonel Mario Masdea, Chief of the NDC Public • Preparing to use social media on the next operation Affairs Office, ITA-A, NATO Defence College Lieutenant Colonel Ian Woodbridge, Chief Public Affairs, HQ ARRC 09.50 SESSION 5: CONSCRIPTION THROUGH SOCIAL MEDIA Too Fast, Too Individual: When Social Media Spread Orders Before Commanders Do 14.40 • Communication via Facebook – benefits and risks for the MoD and Will to defend - the case of Finnish conscription army in social media • Finnish Defence Forces want to meet young citizens in their own the armed forces play ground i.e. Social media • Differences in access to the Internet and social media among • This requires new ways of sharing information young and older soldiers, the enlisted and the officers • Balancing between new media use and operation security • Discrepancies in the information provided by the MoD on Facebook requirements is a challenge. How to create guidelines for social and the information relevant to command loss of ability to media use within military in an age group of digital natives • From tell to show - www.youtube.com/puolustusvoimat - already distinguish between public and internal information two million views • Practical examples of soldiers perceiving Facebook admin as their Colonel Jyrki Heinonen, Director of Public Affairs, Finnish ombudsman Defence Forces • Practical examples of undermining the authority of the commander Miroslava Pašková, Director of Social Media Communication 15.20 AFTERNOON TEA and Military Community Support, Internet Section, Department of Communication and Promotion, Cabinet of the Minister of SESSION 6: CYBER TRAINING Defence, Ministry of Defence of the Czech Republic 16:00 10.30 Cyber Training Initiative • An introduction to Cyber Awareness Training MORNING COFFEE • The Importance of being aware when using social media in any environment 11.00 • How to practice vigilance as a second nature of behaviour Social Media for the Military Tim Kemper, Chief, Cyber Training Initiative, US Strategic • What is, what isnt Social Media from a broader perspective Command concluding that Social Media is actually nothing new, but it is the 16.40 technology that allows people to exchange information more PANEL DISCUSSION rapidly than in previous times, so its the speed of information • Lessons learned from operational use of social media exchange that is the special feature of todays Social Media. • Security risks surrounding the use of social media • How does the Social Media Landscape look in 2012/13 • When is the use of social media appropriate? Andrew Morton, Digital and Social Media Manager, Purple • Realisation in, and options for the Military - examples from US and Strategies NATO Lieutenant Colonel Mario Masdea, Chief of the NDC Public • The grey side of Social Media with regards to the Military Affairs Office, ITA-A, NATO Defence College • Requirements for establishing the use of Social Media for Allied Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy Forces and NATO as an organisation Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS SME, Course Director/Instructor, NATO School Lieutenant Colonel Ulrich Janßen, DEU (Army) OF-4, Deputy Director ISTAR Department, StratCom, Mil Info Ops, PSYOPS 17.20 SME, Course Director/Instructor, NATO School CHAIRMAN’S CLOSING REMARKS AND END OF CONFERENCE SPONSORSHIP AND EXHIBITION OPPORTUNITIES SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your companys marketing strategy. 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HALF-DAY POST-CONFERENCE WORKSHOP Wednesday 27th February 2013 8.30am – 12.30pm Mövenpick City Centre Hotel, Amsterdam, The Netherlands A: Social Media for Operations Workshop Leader: David Bailey MBE, Guest Lecturer, Social Media, NATO School, Germany In association withIntroduction to the workshop:Social Media is being embraced by the military tosupport recruiting efforts, to inform families andaudiences back home” and to assist in education buthow is it being used in both conflict and post conflictenvironments as an information weapon system for thecommander on the ground? This workshop willintroduce you to the potential social media offers aswell as looking at some recent case studies and todiscuss a view to its better use in the future.Agenda08.30 Registration and Coffee09.00 Why Social Media is VITAL to Military Influence Activities10.00 Coffee10.20 Lessons Learned? Or Simply Lessons Identified? (a few case studies and thoughts for future planning)11.20 Social Media and the NATO view12.20 Question and Answer Session12.30 Close of WorkshopAbout your workshop leader: David Bailey MBE has been involved in military Influence Activity operations since mid 1998. His operational experience both as a reserve officer and civilian consultant has been with NATO in Bosnia, Afghanistanand Kosovo. Since 2007 David has been an “earlyadopter” with Social Media platforms and systems andcontinues to be an advocate for the military to activelyuse Social Media to influence Target Audiences inoperational theatres.David is an Independent Digital Influence ActivityEvangelist at davidbaileymbe.com
HALF-DAY POST-CONFERENCE WORKSHOP Wednesday 27th February 2013 1.30pm – 5.30pm Mövenpick City Centre Hotel, Amsterdam, The Netherlands B: Creating a Sustainable Social Media Presence Workshop Leader:Andrew Morton, Digital and Social Media Manager, Purple Strategies In association withIntroduction to the workshop:Often we ask ourselves “what happens if something goeswrong on our social media sites"?What we really should ask is what happens if something goesright? Activity, advocacy, strategic growth- how does anorganization develop a social media strategy/ team that cansustain these measures of effectiveness? This workshop willprovide you with the tools and techniques necessary tosucceed in social media and succeed for the long haul!Why should you attend:This social media workshop is for social media managers,communicators, executives, and content managers who wantto learn how to:• Create a culture within your organization that ensures your social media team has access to subject matter experts within all divisions who can provide timely and accurate answers to the community’s questions• Curate content across the senior leadership of your organization without having to write it/ create it yourself• Develop social media tools and resources that maximize the efficiency of your internal teamIf you are in charge of a social media program, responsible forthe development of content for a social media site or taskedwith creating strategic growth through interaction you will leavethis workshop with a much better understanding of how totransition a “Social Media Empire” of a few vestedcommunicators to a “Social Media Republic” of key engagerswho are trained and vested in the sustained management ofyour social media program.Agenda1.30 Registration and Coffee2.00 Developing and enduring plan2.30 Creating buy-in across your corporation3.00 Tools that make it simple to understand3.30 Afternoon Tea4.00 Modifying your PR teams understanding of "content"5.00 Question and Answer Session5.30 Close of WorkshopAbout workshop leader:Andrew Morton recently transitioned from a 20-year Armycareer to Purple Strategies as a Social Media CampaignManager and a member of the digital communications team.As an Army Officer, Andrew served in numerous leadershippositions leading up to his time as a public relations officer. He’sworked at the highest levels serving on multiple deployments,including Iraq as a senor media relations strategist for GeneralDavid Petraeus, Embassy leadership and the Iraqi Governmentduring the critical period of the “Surge” in 2007.Andrew was then selected for the Army’s Training with CivilianIndustry (TWI) program and worked with Mullen Advertising.Most recently, Andrew has been both the lead for the ArmyReserve’s Marketing and Advertising team and its digital andsocial media efforts. He took the 205,000 member organizationto the next level in terms of digital strategy and integration andwas recognized as one of the industry leaders in connectingand building active online communities that lead tounprecedented advocacy.About the organisation:Purplestrategies.comAt Purple, we not only bring together different points-of-view –we’ve also assembled a team of professionals skilled in theirindividual disciplines. As a full-service public affairs firm, our clientscan draw on the expertise they need for messaging andmedia. And with seamless collaboration across our corepractice areas, Purple has the proven capacity to execute acomprehensive communications strategy for corporations,trade associations, non-profit organizations and advocacygroups.
SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTOR - EUROPEConference: 25th & 26th February 2013, Mövenpick City Centre Hotel , Amsterdam, The Netherlands Workshops: 27th February 2013, Amsterdam, The Netherlands 4 WAYS TO REGISTER www.military-socialmediaeurope.com FAX your booking form to +44 (0) 870 9090 712 POST your booking form to: Events Team, SMi Group Ltd, 2nd Floor South, PHONE on +44 (0) 870 9090 711 Harling House, 47-51 Great Suffolk Street, London, SE1 0BS, UK EARLY BIRD □ Book by 31st October to receive a £300 Early Bird Discount off conference DISCOUNT □ Book by 30th November to receive a £100 Early Bird Discount off conference CONFERENCE PRICES I would like to attend: (Please tick as appropriate) Fee Total MILITARY, GOVERNMENT & PUBLIC SECTOR RATE □ Conference and Workshops (A and B) £2097.00 +VAT £2537.37 □ Conference and One Workshop □ A or □ B £1498.00 +VAT £1812.58 □ Conference only £899.00 +VAT £1087.79 Unique Reference Number □ Two Half-Day Workshops £1198.00 +VAT £1449.58 □ Half-Day Workshop □ A or □ B £599.00 +VAT £724.79 Our Reference LVD-033 COMMERCIAL ORGANISATIONS □ Conference and Workshops (A and B) £2697.00 +VAT £3263.37 DELEGATE DETAILS □ Conference and One Workshop □ A or □ B £2098.00 +VAT £2538.58 □ Conference only £1499.00 +VAT £1813.79 Please complete fully and clearly in capital letters. 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