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1
Brochure
Advanced Communication Seminar
Optimising Social Media Strategies for
Public Administrations and Institutions
5...
2
Who is this seminar for?
Directors, Heads of Departments or
Units, Officers, Experts and other
members of staff
From dep...
3
Your benefits
•	 Receive first-hand experience and
	 advice from social media experts
	 including the European
	 Commiss...
4
Case Study on Public Administration
10.45-11.45
Creating the “Social Organisation”
PROGRAMME DAY 1
Optimising Social Med...
5
Case Study
14.30-15.15
Engaging with Specialist Audiences
and Building Awareness with
EU Citizens
13.30-14.15
Digital In...
6
9.00-9.15
Welcome Note from the Chair and Brief
Review of Day 1
Carl Henrik Josephson, Senior Communications
Expert and ...
7
Practical Workshop
13.30-16.00
Social Media Strategies for Public
Organisations
This workshop consists of practical exer...
8
Date of Event
5th
– 6th
March 2015
Booking Number
S-931
Event Language
The event language is English.
Event Price
1.389,...
9
BOOKING	 BOOKING NUMBER: S-931 (PR) 		 5th
– 6th
MARCH 2015, BERLIN
Herewith we register the following persons for the A...
10
Terms & Conditions for Conferences,Seminars and other
Training Courses
1. Area of Application
The following terms and c...
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  1. 1. 1 Brochure Advanced Communication Seminar Optimising Social Media Strategies for Public Administrations and Institutions 5th – 6th March 2015, Berlin With focus on: • Current trends and developments in social media • Up-to-date strategies for achieving relevant results with limited funding • Reviewing and evaluating various platforms in social media • Co-creation campaigns, including and social media • Strategies for successful campaigning • Identifying and connecting key influencers through social media mapping Dos and Don’ts in Social Media – Benefit from numerous practical examples! #berlinsocial
  2. 2. 2 Who is this seminar for? Directors, Heads of Departments or Units, Officers, Experts and other members of staff From departments such as: • Online and Social Media • Digital Communication, Web Team • Internal Communication • External Communication • Media, Information • Press Office • Public Relations (PR) • External Relations • IT • eGovernment, Digital Service/ Policy In: • All national and regional public authorities such as ministries and agencies • All public authorities on local level such as local governments, municipalities and cities • International, European and national institutions and NGOs • Universities • Other public authorities and organisations ADVANCED COMMUNICATIONS SEMINAR Optimising Social Media Strategies for Public Administrations and Institutions Optimising social media in your communication Most public institutions use social media tools in their communication. It is a key part of any communications planning and long-term strategy in today’s media landscape. Some organisations use in-house competence, whereas others chose to source out this area and work with external experts. After overcoming the starting challenges and difficulties, clear targets and objectives have been defined and communication experts have gained routine in your social media management. But how to deal with the issue of tightened public budgets, where human resources need to be planned carefully? How to use social media efficiently? Review and improve your social media tools There are still several challenges that communication professionals face in their daily use of social media: content creation and management, internal issues - cooperation between departments, long term planning and effectiveness in implementation and measuring results to evaluate outcomes and impact. Typical challenges: • Budget constraints • Lack of internal communication • Lack of internal awareness and commitment • legal restraints such as data protection rules • fear of breaking company and political taboos and a subsequent negative sentiment towards social media • Lack of understanding of the need for tools to evaluate and monitor social media Maximising the impact of your communication strategies If your institution wants to ensure maximum profits from social media, you need to go further than to hire a team of communication specialists. Your overall strategy needs to be carefully considered and continually updated. • How can you convince your management to a more strategic use of the social media? • How can you provide evidence of the effects and input social media brought to your institution so far? • What are common pitfalls every institution needs to be aware of? • How can you find a turning point to regain the public trust? This seminar will provide practical solutions for your daily issues. High level experts will address the common pitfalls and show new creative ways how to handle them in practice. Optimise your Social Media with this unique European event and bring your institution on a higher level of communication.
  3. 3. 3 Your benefits • Receive first-hand experience and advice from social media experts including the European Commission (DG Communication and DG Employement) • Become familiar with the specific challenges in using social media for public administrations and institutions – avoid dangerous mistakes • Learn how to find out which social media best fits your needs in practice • Receive a practical toolkit helping you to achieve great effects with little effort • Participate in an interactive workshop – work in small groups on practical exercises and directly apply your newly acquainted knowledge • Know how to identify the target group of your social media actions and how to design them according to these needs • Benefit from a variety of practical examples such as recent successful social media campaigns • Network and exchange experiences with our speakers and participants from all across Europe What will you learn at this seminar? • How to better use social media today: Good practice examples • How do you improve and update your overall social media strategy in practice? • What added value does the use of social media bring to your organisation? • What are the specific risks and pitfalls and what do you have to take into account when using social media in public institutions? • How can you develop a social media campaign and keep the conversation relevant? • How can you use social media most efficiently in order to save time, personnel and money? • How can you improve your already existing social media presence? • How do you know which types of social media support your organisation’s objectives in the best way? • What do you have to concider when evaluating current institutional platform use and reviewing new platforms? • What are lessons learnt of successful social media implementations and what are the best practices ? • How can you engage people and achieve collaborative civic participation by using social media? “Very interesting seminar with experienced speakers.” Olivier Rossignol, Head of Information and Communication, European Data Protection Supervisor “Broad enough for many different backgrounds to learn from it, specific enough for participants to go home and apply it.” Annika Halme, Communications Officer, University of Copenhagen
  4. 4. 4 Case Study on Public Administration 10.45-11.45 Creating the “Social Organisation” PROGRAMME DAY 1 Optimising Social Media Strategies for Public Administrations and Institutions 8.30-9.00 Registration and Hand-out of Seminar Material 9.00-9.05 Opening Remarks from the European Academy for Taxes, Economics & Law 9.05-9.30 Welcome Note from the Chair and Round of Introductions Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark 9.30-10.15 Introduction to the Seminar: Current Trends in Social Media • Introduction and overview • Presentation of seminar programme • A brief history in time – Perspectives of social media ­ - Background to social media ­ - Current trends in social media ­ - Developments you need to be aware of in social media Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark 10.15-10.45 Coffee Break and Networking Opportunity • Why is social media still important? • What value does it bring to an organisation? • How should an organisation improve social media? • Public Sector Organisations – Case Studies • The future of social media and what it means for organisations John Shewell, Founding Director of coLab and former Head of Communications, Brighton & Hove City Council, United Kingdom 11.45-12.00 Discussion Round 12.00-13.30 Lunch Break and Networking Opportunity YOUR CHAIR CARL HENRIK JOSEPHSON Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark Carl Henrik Josephson is a communications professional and strategic communications consultant with more than 15 years working experience in communications, media and marketing in Europe.He is the founding director of a strategic communication consultancy for institutions, programmes and projects. M. Josephson has been working with European funding since 2006, managing communications for a European programme, including all aspects of communication management and facilitation, internal and external, as well as long term strategic planning and daily tactical implementation. M. Josephson has extensive experience in drafting, assessing and advising on communication planning and implementation, on programme as well as project level. Commissioning and managing media projects across platforms and different back office functionalities has been part of the work and he has extensive experience in CMS and knowledge management. Previous jobs include project manager and copywriting positions in marketing and media, and working in publishing as Editor in Chief and writer. Carl Henrik is a regular chair, speaker and trainer at events and seminars. He has extensive experience in designing and managing training courses, events and conferences. JOHN SHEWELL Founding Director of coLab and former Head of Communications, Brighton & Hove City Council, United Kingdom John Shewell is one of the UK’s leading experts in reputation management and was recently included in the UK PR Week’s “Power Book” as one of the most influential people in the communications industry. In 2012, he wrote a white paper called “Social Media in the Public Sector”. John has over 15 years experience in reputation management and has worked in the private and public sector. At Brighton & Hove City Council John conducted the UK’s first network mapping of the city’s online community for a public sector organisation which led to an organisation-wide change in the way the council engages with its staff and citizens. In this context, he shifted the brand of the council from its traditional “top-down” broadcast model to a more two-way collaboration with its residents. John is a member of the Public Relations Consultants Association (PRCA), the Democratic Society, the Council of Europe innovation project called “Edgeryders”, and a member of the EU project called PEP-NET, which is a pan-European network for e-participation. Moreover, he is Member of the Chartered Institute of Public Relations (CIPR) where he was vice-chair of the Local Public Services Group in 2010.
  5. 5. 5 Case Study 14.30-15.15 Engaging with Specialist Audiences and Building Awareness with EU Citizens 13.30-14.15 Digital Innovation and Co-creation: How to Achieve Relevant Results with Limited Fundings • Strategic perspectives on digital innovation and co-creation • Added value and ownership in social media and campaigns • In-house competence or outsourcing? Connecting social media to the future • Cost effective use of social media and campaigns Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark John Shewell, Founding Director of coLab and former Head of Communications, Brighton & Hove City Council, United Kingdom 14.15-14.30 Discussion Round • Why Social Media? • Which social media platforms? • Keeping the conversation relevant • Social Media Monitoring • Stakeholder Mapping Antoine Mallia, Information and Communications, Officer,Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission 15.15-15.30 Discussion Round 15.30-16.00 Coffee Break and Networking Opportunity 16.00-16.45 How to Tell a Story? Advanced strategies for successful implementation Tools – Campaigns – (negative) Publicity - Feedback Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark John Shewell, Founding Director of coLab and former Head of Communications, Brighton & Hove City Council, United Kingdom 16.45-17.00 Discussion Round 17.00 End of Day One ANTOINE MALLIA Information and Communications Officer, Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission Antoine Mallia is a Communications Officer at the European Commission. His current responsibilities include web management, the production of audio-visual material, and in particular web and Audio Visual related communication of the European Year for Active Ageing and Solidarity between Generations. He is also responsible for the Social Media programme of DG Employment, Social Affairs and Inclusion and is a co-editor of the European Commission‘s Social Media platforms. Before joining the European Commission, Antoine was the Marketing Director in an organization responsible for the design and implementation of global standards and solutions in the supply chain, and Executive Director of a joint MBA programme with Grenoble Graduate School of Business. Brainstorming Round Evening Get-Together
  6. 6. 6 9.00-9.15 Welcome Note from the Chair and Brief Review of Day 1 Carl Henrik Josephson, Senior Communications Expert and European Programme Communications Manager, Denmark 9.15-10.00 The Social Media Approach of the European Commission • Strategy and objectives • Tools and platforms in use • Practical examples: - The Commission’s Social Media Network - Editorial planning - Past and recent campaigns - Lessons learnt and future projects (new Commission; transformation of the Commission‘s online presence...) Dana Manescu, Head of Sector – Social Media, DG Communication, European Commission 10.00-10.15 Discussion Round 10.15-10.45 Coffee Break and Networking Opportunity 10.45-11.30 Opportunities and Challenges: How to Make the Most of Social Media • Summary of sessions • Opportunities in social media • Challenges in applying social media for public administrations and institutions • Lessons learnt and recommendations Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark 11.30-11.45 Discussion Round 11.45-13.30 Lunch Break and Networking Opportunity PROGRAMME DAY 2 Optimising Social Media Strategies for Public Administrations and Institutions DANA MANESCU Head of Sector - Social Media at the European Commission, DG Communication Dana Manescu is the leader of the social media team of the European Commission. Her aim with social media is to make ‘Brussels’ more accessible and give the institution a human face, by showing the people working for the EU: with their expertise, professionalism, openness, and passion for their job! Equipped with the exciting possibilities offered by new media tools and a strong passion for the value of open communication and exchange, her team mobilize colleagues all around the Commission to help answer questions on social media, and explain complex topics in plain language, putting themselves ‘out there’ for live chats, hangout and interactive TV interviews. Formerly a press and social media officer for the European Council, Dana launched the social media presence of this intergovernmental EU institution, as well as its President, Herman Van Rompuy. Best Practice: European Commission “Very enlightening! Going back home with a bundle of ideas which I hope to implement.” Mariel Sacco, Senior Manager, Planning and Priorities Coordination Division, Office of the Prime Minister, Malta “Crammed with information and infects enthusiasm. Speakers are clearly experts in the field.” Jelena Drca, Head of Online and Social Media, Communications Department, Council of Europe
  7. 7. 7 Practical Workshop 13.30-16.00 Social Media Strategies for Public Organisations This workshop consists of practical exercises and group work. It aims at analysing various social media strategies of public and/or private organisations.You will also get the opportunity to develop a social media campaign using the tools presented at the seminar. Attendees will work together in teams on case studies, their current work, area of interest and/or project. • Put together and integrate social media into your overall strategy (core user tasks and organisational goals), • Inform, listen, engage • Encourage your staff to use social media actively, but also potential risks and how to mitigate them. A coffee break is included in the workshop. Dana Manescu, Head of Sector – Social Media, DG Communication, European Commission Antoine Mallia, Information and Communications, Officer, Web Editor, Communication Unit, DG Employment, Social Affairs & Inclusion, European Commission John Shewell, Founding Director of coLab and former Head of Communications, Brighton & Hove City Council, United Kingdom 16.00-16.30 Final Discussion Round • Q&A • Conclusion and exchange of experiences Carl Henrik Josephson, Founding Director of valuecomms.eu, Senior Communications Expert and former European Programme Communications Manager, Denmark 16.30 End of Seminar and Hand-out of Certificates “Excellent content, speakers and participants.” Jelena Drca, Head of Online and Social Media, Communications Department, Council of Europe
  8. 8. 8 Date of Event 5th – 6th March 2015 Booking Number S-931 Event Language The event language is English. Event Price 1.389,- Euro excl. German VAT (19%) The above price covers the following: • Admission to the seminar • Hand-out documents • Seminar certificate, if seminar fully attended • Soft drinks and coffee/tea on both event days • Lunch on both event days Upon request you can receive a digital version of the seminar documents after the event for 60,- Euro excl. German VAT (19%) in addition to the seminar. ORGANISATIONAL MATTERS Optimising Social Media Strategies for Public Administrations and Institutions Contact European Academy for Taxes, Economics & Law at Potsdamer Platz, Leipziger Platz 9, 10117 Berlin Phone: +49 (0)30 80 20 80 230 Fax: +49 (0)30 80 20 80 250 E-mail: info@euroacad.eu Internet: www.euroacad.eu Your contact persons for the programme: Regina Lüning, M. Sc. econ. Head of Marketing and Sales Phone: +49 (0)30 80 20 80 246 Fax: +49 (0)30 80 20 80 259 E-mail: regina.luening@euroacad.eu Johann Blain Conference Manager Phone: +49 (0)30 80 20 80 224 Fax: +49 (0)30 80 20 80 259 E-mail: johann.blain@euroacad.eu (Programme is subject to alterations) Event Location Mercure Hotel Berlin City Invalidenstrasse 38 10115 Berlin, Germany Phone: +49 (0)30 308 260 Fax: +49 (0)30 308 26100 E-Mail: h5341@accor.com Internet: www.mercure.com Please contact the hotel directly and refer to the “European Academy for Taxes, Economics & Law” if you wish to benefit from a limited room availability-contingent. Of course you can always look for an alternative hotel accommodation. #berlinsocial BOOKING E-mail: booking@euroacad.eu Phone: +49 (0)30 80 20 80 230 Fax: +49 (0)30 80 20 80 250 For online booking please visit our website: www.euroacad.eu
  9. 9. 9 BOOKING BOOKING NUMBER: S-931 (PR) 5th – 6th MARCH 2015, BERLIN Herewith we register the following persons for the Advanced Communication Seminar:“Optimising Social Media Strategies for Public Administrations and Institutions.“ Only Valid with Signature and Stamp. NOTE European Academy for Taxes, Economics & Law Brauner Klingenberg GmbH | Leipziger Platz 9 | 10117 Berlin | Phone +49 (0)30 80 20 80 230 | Fax +49 (0)30 80 20 80 259 Place, Date Authorised Signature and Stamp Phone Fax E-mail Ms. Mr.Delegate 1 I hereby order the digital version of the seminar documents (fee required) in addition to the seminar. First name Last name Your organisation Department Unit Job position Street Postcode / City Country Phone Fax E-mail Ms. Mr.Delegate 2 I hereby order the digital version of the seminar documents (fee required) in addition to the seminar. First name Last name Your organisation Department Unit Job position Street Postcode / City Country Phone Fax E-mail Ms. Mr.Delegate 3 I hereby order the digital version of the seminar documents (fee required) in addition to the seminar. First name Last name Your organisation Department Unit Job position Street Postcode / City Country In case of registration of more than one delegate do you prefer: single invoice? collective invoice? Ms. Mr.Invoice Organisation With my signature I confirm my registration and accept the General Terms and Conditions as legally binding. I herewith agree to receive further information from the European Academy for Taxes, Economics & Law First name Last name Your Organisation Department Unit Job Position E-mail Street Postcode / City Country Phone Fax European Academy forTaxes,Economics & Law at Potsdamer Platz Entrance:Leipziger Platz 9 10117 Berlin / Germany BOOKING E-mail: booking@euroacad.eu Phone: +49 (0)30 80 20 80 230 Fax: +49 (0)30 80 20 80 250 For online booking please visit our website: www.euroacad.eu
  10. 10. 10 Terms & Conditions for Conferences,Seminars and other Training Courses 1. Area of Application The following terms and conditions settle the contractual relationship between conference participants and the European Academy for Taxes, Economics & Law Brauner Klin- genberg GmbH [referred to as “European Academy for Taxes, Economics & Law” in the following]. Differing terms and conditions, as well as, other settlements and/or regulati- ons have no validity. 2. Registration / Confirmation of Application A registration can be made via internet, mail, fax, or email. The registration is considered granted and legally binding if not rejected by the European Academy for Taxes, Eco- nomics & Law in writing within seven (7) days after receipt of registration. The registration will be supplemented by a booking confirmation via email. Partial bookings are only valid for seminars designed in modules. 3. Service The course fee covers the fee per participant and course in € net, subject to current German VAT. It includes training course documents as per course description, a lunch meal/ snack and refreshments during breaks, as well as, a participation certificate. The European Academy for Taxes, Economics & Law has the right to change speakers/instructors and to modify the course program if and where necessary while maintaining the overall nature of the course. All registered participants will be notified in case of a course cancellation due to force majeure, due to speakers’ preventions, due to troubles at the chosen location or due to a low registration rate. Course cancellation notification due to a low registration rate is issued no later than two (2) weeks before the course date. Course fees are reimbursed in the cases listed above; however, reimbursement for travel expenses or work absenteeism is only granted in cases of intention or gross negligence by the European Academy for Taxes, Economics & Law. Any reimbursement of travel expenses are to be considered as an exceptional goodwill gesture and form no future ge- neral obligation. In case of disturbances and/or interruptions, the European Academy for Taxes, Economics & Law commits itself to solve or limit any problems that might occur in order to maintain and continue the course as planned. 4. Payment Date and Payment, Default of Payment Payment of the course fee is payable immediately upon receipt of invoice. Where payment is not received or lacking clear assignment to a participant prior to commencement of the course, the European Academy for Taxes, Economics & Law may refuse the relevant participant’s participation in that course. The course fee, however, is still due immedia- tely and can be claimed as part of a dunning procedure or legal action. In accordance with BGB §247 (1), in case of default of payment within the stipulated time period, default interest on arrears of at least 5% above the ECB base rate is due and payable. The European Academy for Taxes, Economics & Law can claim higher damage for delay if and where proven. Equally, the participant may prove that a damage has not occurred or has had less effect than estimated by the European Academy for Taxes, Economics & Law. Payment shall be made by cashless bank transfer; cash or cheques will not be accepted.The European Academy for Taxes, Economics & Law is not liable for any loss of means of payment. The participant may only offset such claims against the European Academy for Taxes, Economics & Law’s as are undisputed, legally recognized or recognized in writing by the European Academy for Taxes, Economics & Law. The right of retention is only acceptable in accordance with a counterclaim based on the same contract. 5. Cancellation Cancellations need to be issued in writing. Cancellation by the participant will be subject to cancellation charges as follows: • 30 days or more prior to commencement of the course: service charge of 80,00 € net, subject to current German VAT, payable immediately, course fee will be reimbursed, • two (2) weeks to 30 days prior to commencement of the course: 50% of course fee net, subject to current German VAT, payable immediately, • non-attendance or cancellation less than two (2) weeks prior to commencement of the course: 100% of course fee net, subject to current Germany VAT, payable immediately The European Academy for Taxes, Economics & Law gladly accepts without additional costs a substitute participant nominated in case of a cancellation if the substitute parti- cipant is registered at least three (3) days prior to the commencement of the course. Neither cancellation of a specific module/part of the course or substitution per module/per day is possible. 6. Copyright Seminar/course documents are protected by property rights and may not be duplicated, processed, amended, circulated or published in any other way without the written con- sent of the European Academy for Taxes, Economics & Law. The European Academy for Taxes, Economics & Law reserves all rights. 7. Liability All seminars and courses are prepared and presented by qualified speakers and instructors.The European Academy for Taxes, Economics & Law accepts no liability for the up- to-dateness, correctness and completeness of the seminar documentation, as well as, presentation of the seminar. 8. Applicable Law, Place of Jurisdiction, Place of Performance All cases shall be governed and construed in accordance with German law to the exclusion of the UN Sales Convention. As far as legally admissible, place of performance and place of exclusive jurisdiction shall be Berlin, Germany. 9. Data Protection The European Academy for Taxes, Economics & Law protects personal data by taking appropriate protection measures. For the purpose of optimization of the product and ser- vice portfolio and according to the regulations of the data privacy laws, it stores and processes person-specific data on the training participants. Hence, all European Academy for Taxes, Economics & Law website hits are registered. All personal data will, in accordance with the law, be used for documentation requests, placed orders or other enquiries in order to send information out by post. The European Academy for Taxes, Economics & Law will, in accordance with the law, inform participants by email about special offers that resemble previously booked semi- nars. If and where personal data needs to be transferred to countries lacking appropriate data protection schemes, the European Academy for Taxes, Economics & Law shall grant alternative adequate protection. Furthermore, the European Academy for Taxes, Economics & Law will use personal data as far as participants have granted respective permission. When collecting personal data, the European Academy for Taxes, Economics & Law will always ask for permission regarding email information about offers. The participant may, at any time, express their objection to data collection for the purpose of advertisement or address via email or fax. Any data provided to the European Academy for Taxes, Economics & Law will be processed for reservations and bookings, as well as, for information about other seminars. Names and company names will be published in a participants’ list and forwarded to the mailing company.

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