“Outstanding conference”Director, Army Public Affairs, Department of National Defence, CanadaSMi present their 2nd Annual Conference…Social Media within the Militaryand the Defence Sector14th-15th November 2012, Copthorne Tara Hotel, London, UK REASONS TO ATTEND: KEYNOTE SPEAKER: • MEET decision makers who shape Pippa Norris, and implement social media strategies used to inform, recruit, Head of Online Engagement, educate, connect and influence Directorate of Media and Communications, • LEARN how to research, prepare, Ministry of Defence, UK conduct and assess communication operations in the information battlespace EXPERT SPEAKERS INCLUDE: • HEAR about the latest apps Colonel Douglas Anderson, Director, Commanders Action • UNDERSTAND how to incorporate different social media platforms in Group, Office of the Surgeon General, USAF your communication mix Nick Jones, Deputy Director, Communications-Digital, • HEAR how social media is used in natural disasters and as a critical Prime Ministers Office & Cabinet Office, UK weapon in combat operations • DISCUSS how information and social Brittany Brown, Social Media Manager, US Army media is becoming a strategic resource John Rollins, Specialist in Terrorism and National Security, • LEARN how social media is essential Congressional Research Service Foreign Affairs, Defense, and in conducting military operations Trade Division, Library of Congress both in conflict and post conflict • ANALYSE the impact of social media Steve Mehringer, Head of Communications Technologies, Public on OPSEC: vulnerabilities, security standards, and capabilities Diplomacy Division, NATO HQ David Ogden, Head of Recruitment Marketing, RAF Adam Proctor, Head of Digital Media, RAF HALF-DAY PRE-CONFERENCE Erik Lagersten, Director of Communication and Public Affairs, WORKSHOP Swedish Armed Forces Tuesday 13th November 2012 Dr Joerg Jacobs, Researcher, Basic Research Unit, Academy for Information and Communication, Bundeswehr Social Media as an influence tool in conflict Clara Tan, Head, Defence Media Centre, Public Affairs and post conflict Directorate, Ministry of Defence, Singapore Major Will Kreemers, Laurie Manton, Head of Communications/Senior Press Officer, Course Director of IO and PA Service Personnel and Veterans Agency, UK courses, NATO School Germany Alex Deane, Head of Public Affairs, Weber Shandwick David Bailey MBE, Guest Lecturer, Social Media, Daniel Westerstal, Digital Integration Manager, Saab NATO School Germany Sponsored by: www.military-socialmedia.comRegister online or call +44 (0) 870 9090 711 or alternatively fax your registration to +44 (0) 870 9090 712 BOOK BY 13TH JULY SAVE £300 • BOOK BY 28TH SEPTEMBER SAVE £100
DAY ONE l 14TH NOVEMBER 2012 www.military-socialmedia.com 8.30 STRATEGIC COMMUNICATION AND CAPTURING ROI REGISTRATION AND COFFEE 12.40 9.00 Army social media: Transparency and keeping the public informed CHAIRMANS OPENING REMARKS • Telling the Army story using social media Laurie Manton, Head of Communications and Press, Service • Social media policy and guidance • Social media dangers & mitigating the pitfalls Personnel and Veterans Agency • Social media strategic planning • Capturing the return on investment 9.10 Ms Brittany Brown, Social Media Manager, OPENING ADDRESS US Army Shift in the culture of the British Military • A move from being risk averse to risk aware 1.20 • Maintaining operational security online NETWORKING LUNCH • Aligning different social media platforms • Making social media work for the military 14.40 Pippa Norris, Head of Online Engagement, Directorate of Communicating strategically: Some thoughts about internal and Media and Communications, Ministry of Defence, UK external audiences • Morale and honesty • News and views 9.40 • Segmentation KEYNOTE ADDRESS – A view from the Government • Threat assessments Building communities and connecting with audiences • Tactics • Social media policy and process • Verification and proportionality • External and internal goals Alex Deane, Head of Public Affairs, • Building a network and increasing communication Weber Shandwick • Sharing information as opposed to promoting it • Challenges: The use of social media, from command & control CASE STUDIES OF TERRORIST USE OF THE INTERNET to ‘create and command attention? • Measuring success 15.20 Terrorist use of social media Nick Jones, Deputy Director, Communications-Digital, Prime • How and why terrorists use social media Ministers Office & Cabinet Office, UK • Case studies of terrorists use of the internet • What the international community is doing to assess terrorists use 10.20 of the internet Engaging with an Armed Forces community • Persistent challenges and options for addressing this evolving • That was then this is now! activity • External and internal goals John Rollins, Specialist in Terrorism and National Security, • Establishing trust and an audience Congressional Research Service Foreign Affairs, Defense, • Facing up to challenges and Trade Division, Library of Congress • How are we doing so far? Laurie Manton, Head of Media and Communications, 16.00 AFTERNOON TEA Service Personnel and Veterans Agency, UK THE USE OF SOCIAL MEDIA IN RECRUITMENT 11.00 MORNING COFFEE 16.20 Evaluating performance – Quality engagement vs reach and MANAGING THE IMAGE AND HISTORY OF THE GERMAN ARMY numbers • Conversation vs Information 11.20 • Brand reflection "The Bundeswehr on YouTube - mission accomplished!" • Social media impact on other RAF online media • Short introduction to online video - a mass phenomenon • The growing importance of video – RAF You Tube • YouTube - reach and relevance • What is free? – Perception of free content required for RAF recruitment • youtube.com/bundeswehr - quick intro David Ogden, Head of Recruitment Marketing, RAF • Defense Minister in the hot seat - citizen-powered interview with Adam Proctor, Head of Digital Media, RAF Thomas de Maizière • youtube.com/bundeswehr - an external view 17.00 Carsten Grueber, Industry Manager, Public Sector, YouTube Making Defence matter- public engagement through social media • The Singapore Ministry of Defence’s social media strategy 12.00 • Getting a head start - creating social media content by The German Armed Forces and Social Media in Public Affairs repurposing traditional media products • The basic research position on applying social media as a tool in • A multi-dimensional approach - seeing social media as an public affairs additional tool in your StratComms toolbox • The policy, risks and opportunities in the use of social media • CyberpioneerTV on YouTube - Tapping on the power of Reality TV • Experimenting with transmedia storytelling • The decisive role Human Resource factor will be stressed Clara Tan, Head, Defence Media Centre, • Lessons learned for campaigning from the ongoing campaign MINDEF Singapore Wir.Dienen.Deutschland-(We.Serve.Germany) will be shared Dr Jorg Jacobs, Researcher, Basic Research Unit, Academy 17.40 for Information and Communication, Bundeswehr CHAIRMANS CLOSING REMARKS AND CLOSE OF DAY ONE 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-socialmedia.com • Alternatively faEvent supported by
DAY TWO l 15TH NOVEMBER 2012 www.military-socialmedia.com 8.30 14.00 RE-REGISTRATION AND COFFEE Would you communicate on an unsecured line? • Social networks like Facebook, LinkedIn and Twitter are increasingly being used by armed forces personnel for immediacy and collaboration 9.00 • These real-time communication channels are unsecured lines which CHAIRMANS OPENING REMARKS can pose a threat to both personnel security as well as national security Paul Smyth, Author, Blogging from the Battlefield • Malware and viruses are easily spread across these channels with potentially harmful effects on a nations cyber integrity 9.20 • Best practice and techniques to enable effective and secure collaboration and communication on social media Using social media to improve service and health David Oates, VP International, Actiance • The Pentagon’s electronic health communication strategy • The advantages of using Facebook and Twitter and apps 14.40 • Vital support groups critical to patient activation NATOs Social Media • The USAF Medical Service social media dashboard • Taking the next steps • Return on investment • Summary and conclusions • The community cohesion • The way ahead • Social media cyber attacks Colonel Douglas Anderson, Director, Commanders Action Steven Mehringer, Head, Communications Services, Public Group, Office of the Surgeon General, USAF Diplomacy Division, NATO 15.20 10.00 AFTERNOON TEA Blogging from the Battlefield • Social media on operations 15.40 • A new approach NASA: Managing out of this world social media efforts Transition from • Setting the conditions for success organic to organized social media use (or start organized!) • Assess the right fit for your organizations use of social media within • Keeping up with industry its structure and culture Paul Smyth, Author, Blogging from the Battlefield • Coordinate your organizations social media use across multiple departments and locations 10.40 • Create a thriving social media function and engagement with fans and followers even with limited resources MORNING COFFEE • Plan events to bring social media followers into your world • Adapt to the ever changing universe of social media POLICY, LEGISLATION AND CO-ORDINATING MULTIPLE PLATFORMS John Yembrick, Social Media Manager, Public Affairs Director, NASA 11.00 SOCIAL MEDIA: THE DEFENCE CONTRACTOR’S POINT OF VIEW Social Media within the context of Southern Africa and the implications for Defence 16.20 • The technology landscape in Southern Africa The social challenge • How the population interacts with social media - some trends • Communicating with external and internal audiences in social • The uptake of social media in the defence environment media puts new requirement not only on communications, but the organisation and its stakeholders as a whole • The challenges social media face in the defence environment • The development of a social media strategy in an global Bernard Odendaal, CEO, The Fact Foundry organisation • How to enable and works towards social and online in an 11.40 organisation Using social media as a transformed catalyst • Understanding external and internal audiences online • Social as a collaborative enabler in an organisation • Creating a dialogue with employees and the taxpayer Daniel Westerstal, Digital Integration Manager, • Connecting with the Swedish people and potential recruits Saab • Operating and managing a website including blogs, as well as a Facebook and YouTube channel 17.00 Newtec case study – Building a social media engagement strategy • The legislative background to covert monitoring via the Radio • Ad, channel and content overload and changing buyer behaviour Defence Agency • The answer: become relevant ‘again’, breaking through the jitter • Data protection and security issues - Need for a content Strategy: listen, answer, become a trusted party Erik Lagersten, Director of Communication, - Digital clouds and social media as a cocktail party Swedish Armed Forces • Objectives of Newtec’s social media strategy Jonas Verhaeghe, e-Communications Manager, Newtec 12.20 17.40 NETWORKING LUNCH CHAIRMAN’S CLOSING REMARKS AND CLOSE OF CONFERENCE SPONSORSHIP AND EXHIBITION OPPORTUNITIES Sponsored by: SMi offer sponsorship, exhibition, advertising and branding Actiance helps organizations manage, packages, uniquely tailored to complement your companys secure and ensure compliance across marketing strategy. Prime networking opportunities exist to entertain, unified communications, collaboration enhance and expand your client base within the context of an and Web 2.0 applications such as blogs, wikis and social networks. independent discussion specific to your industry. Should you wish to Actiances award-winning platforms join the increasing number of companies benefiting from sponsoring are used by federal and government agencies globally. Find out our conferences please call: Darren Moore, SMi Sponsorship on how our customers are using social media securely and +44 (0) 20 7827 6148 or email: email@example.com productively today at www.actiance.comax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
HALF-DAY PRE-CONFERENCE WORKSHOP Tuesday 13th November 2012 8.30am – 12.20pm Copthorne Tara Hotel, London, UK Social Media as an influence tool in both conflict and post conflict areasSocial 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.Agenda8.30 Registration and Coffee9.00 Why social media is V.I.T.A.L to military influence activities9.40 How effective is twitter/Facebook/Flickr etc10.00 Coffee Break10.20 Lessons Learned? Or Simply Lessons Identified? (some case studies and thoughts for future planning)11.00 The tools to use11.20 Social Media and the Battlefield (influencing back home)11.40 Social Media and the Battlefield (influencing the opposition)12.00 Social Media and the NATO view12.20 Q&A12.30 Close of WorkshopAbout your workshop leaders:Major Will Kreemers, Course Director of IO and PAcourses, NATO School GermanyDavid Bailey MBE, Guest Lecturer, Social Media,NATO School Germany David has been specifically involved in military Influence Activities since September 1998, when he joined NATOS Stabilisation Force SFOR in Banja Luka, Bosnia and Herzegovina. His 7 year deployment there saw him devise,launch and manage “from cradle to grave” a highlysuccessful influence activity radio station broadcastingacross the north west of that country. During his time inBosnia he was made a MBE for his operational services.In 2005 David devised another influence radio station,this time for the Canadian Forces. The station broadcastfrom Kingston Ontario to the Canadian AOR acrossKandahar province. In 2008 David returned to theBalkans for another 2 years running the dual languageNATO radio station in Pristina, Kosovo. 2010 saw himmove again, and this time to Kabul as Editor in Chief ofISAFs national radio station, Radio Bayan. David nowfocuses on both educating and evangelising thebenefits of social media in both conflict and post conflictoperations to military organisations.
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