Optimising_Social_Media_for_Public_Administrations_and_Institutions_PR

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

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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 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.

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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

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Case Study on Public Administration
10.45-11.45
Creating the “Social Organisation”
PROGRAMME DAY 1
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
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.

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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
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
16.00-16.45
How to Tell a Story?
Advanced strategies for successful implementation
Tools – Campaigns – (negative) Publicity - Feedback
Manager, Denmark
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

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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
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
Manager, Denmark
11.30-11.45
Discussion Round
11.45-13.30
Lunch Break and Networking Opportunity
PROGRAMME DAY 2
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

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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
16.00-16.30
Final Discussion Round
• Q&A
• Conclusion and exchange of experiences
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

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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
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

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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
to the seminar.
Your organisation
Department
Unit
Job position
Street
Postcode / City
Country
Phone
Fax
E-mail
Ms. Mr.Delegate 3
to the seminar.
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

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

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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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