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SMi Group's 3rd annual Social Media within the Miltary & Defence Sector Conference


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SMi Group's Social Media within the Military & Defence Sector conference returns to London this November for its third year

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SMi Group's 3rd annual Social Media within the Miltary & Defence Sector Conference

  1. 1. www.military-socialmedia.comBOOK BY 28TH JUNE AND SAVE £300 / BOOK BY 30TH SEPTEMBER AND SAVE £100Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711SMi Presents their 3rd annualSocial Media within the Militaryand Defence Sector | 201320th-21st November 2013, The Marriott Hotel, Regents Park, London, UKWHY ATTEND THIS EVENT:• Learn how to harness the globalpower of social media, the newweapon in the online battlefield• Meet experts from around the worldwho shape and influence the socialmedia landscape• Hear about the latest social mediaplatforms shaping the future andhow to use them• Understand the latest on dataprotection, data mining and how tostay safe from being monitored bythe enemy• Analyse the most effective way ofusing social media platforms in amilitary environmentKEYNOTE SPEAKERS:Pippa Norris, Head of Online Engagement, Directorate of Mediaand Communications, Ministry of Defence, UKSteven Mehringer, Head of Communication Services, PublicDiplomacy Division, NATO HQEXPERT SPEAKERS INCLUDE:Andrew Morton (Lieutenant Colonel Ret’d), Digital and SocialMedia Manager, Purple StrategiesBrittany Brown, Social Media Manager, US ArmyDenis Hanly, Commandant, Defence Forces Press Officer,Defence Forces IrelandSacha Aizenman, Head of Digital, Ministry of Defence, FranceJohn Manley, Deputy Public Affairs Officer, ISAFPaul Smyth (Media Ops Specialist and Advisor, UK Ministry ofDefence Ret’d), Senior Consultant, Hill+Knowlton StrategiesErik Lagersten, Director of Communication and Public Affairs,Swedish Armed ForcesBen Harknett, Head of Regional EU Sales & Client Services,Wildfire GoogleAleem Hossain, Senior Scientist, Multi-Source IntelligenceExploitation, Defence Science and Technology LaboratoryDr Joerg Jacobs, Researcher, Bundeswehr Academy forInformation and CommunicationREGISTER BY28THJUNE FOR£300 DISCOUNT &30THSEPTEMBER FOR£100 DISCOUNTPLUS TWO INTERACTIVE HALF-DAY PRE-CONFERENCE WORKSHOPSTuesday 19th November 2013 • The Marriott Hotel, Regents Park, LondonWORKSHOP ACreating and maintaining a sustainable socialmedia presence within the defence environmentAndrew Morton (Lieutenant Colonel Ret’d),Digital and Social Media Manager, Purple Strategies9.00am – 12.30pmWORKSHOP BIntegrating socialmedia with digital strategyTim Callington,Director of Digital, Edelman Digital1.00pm – 5.30pm
  2. 2. Register online at • Alternatively fa8.30 REGISTRATION AND COFFEE9.00 CHAIRMANS OPENING REMARKSAndrew Morton (Lieutenant Colonel Ret’d), Digital andSocial Media Manager, Purple Strategies9.10 OPENING KEYNOTE ADDRESSRaising your game: integrating social media into“a way of life”• The law of unintended consequences• Empowering personnel: advocates and ninjas• Communities engagement• Going up the Chain of CommandPippa Norris, Head of Online Engagement, Directorate ofMedia and Communications, Ministry of Defence, UKMILITARY USE OF SOCIAL MEDIA9.50 How the U.S. Army uses social media tools• Learning how you, like the US Army, can balance securitywith transparency• How the US Army finds the content to populate socialmedia sites• Learn how many people and how much budget it takesto operate all the US Army’s official social media sitesBrittany Brown, Social Media Manager,US Army10.30 MORNING COFFEE10.50 SMS campaigns - turning recruits into service members• The demographics of text messaging - how the recruitsand those who influence them are in the SMS “sweet-spot”• How effective Text Messaging Programs can substantiallyincrease your organization’s ability to turn leads intoservice members• How text messaging campaigns create User-GeneratedContent from recruits that further promotes your program• How can an effective text messaging campaign ensurerecruits are as prepared as they can be for the transitionto military lifeAndrew Morton (Lieutenant Colonel Ret’d), Digital andSocial Media Manager, Purple StrategiesEUROPEAN CASE STUDIES11.30 Social and traditional media - maximising impact in acomplementary mix• History of use of social media in Irish Defence Forces• Planning principles• Social media integrated into communications mix andplan• Practical examples• Lessons learned and take awayDenis Hanly, Commandant, Defence Forces Press Officer,Defence Forces Ireland12.10 NETWORKING LUNCH1.30 Social media monitoring and public affairs - the Germanperspective• Social media as a new channel of communication• Gossip and facts - the value of social media• What is going on in the virtual world, and how to analyse it• Action and reactions in social mediaDr Joerg Jacobs, Researcher, Bundeswehr Academy forInformation and Communication2.10 How to build engaging social media strategies that enabledurable relationships• Identifying existing materials• Using monitoring tools and big data mining• Gaining knowledge from inside and outside the Ministry• Building a strong strategy• Implementing strategy• Means used to train and increase awarenessSacha Aizenman, Head of Digital, Ministry of Defence, France2.50 Applying private successes in social media to the militaryand defence industry• What have the best commercial actors done to reachtheir goals?• What can the military and defence industry learn fromtheir successes (and mistakes)?• How do we measure success when were not selling anything?Fredrik Johnsen, Communications Advisor, NorwegianNational Security AuthorityBIG DATA3.30 Big-data mining and the monitoring of social media data• The social media landscape• Analysis of situational awareness within military operations• How data monitoring is used to improve engagement,reputation and early crisis warning• Leveraging social media using app navigators - Who-TweetAleem Hossain, Senior Scientist, Multi-Source IntelligenceExploitation, Defence Science and Technology Laboratory4.10 Afternoon Tea4.30 Data driven social media engagement• The importance of being strategic• Identifying and targeting influencers• Nurturing advocates• Measuring outcomesRobin Hamman, European General Manager, Dachis GroupEuropePANEL DISCUSSION5.10 The most effective way of using social media platforms in amilitary environment• Security concerns: differing opinions on OPSEC, PERSEC,COMMSEC etc and mitigation• Becoming a social enterprise: how defence/militaryorganisations are using social media for internalcollaboration; tools and techniques that have worked• Behaviour and culture change: how to manage andmitigate divergent approaches and attitudes.Pippa Norris, Head of Online Engagement, Directorate ofMedia and Communications, Ministry of Defence, UKBrittany Brown, Social Media Manager,US ArmyAndrew Morton (Lieutenant Colonel Ret’d), Digital andSocial Media Manager, Purple Strategies6.00 CHAIRMANS CLOSING REMARKS AND CLOSE OF DAY ONEDAY ONE l 20TH NOVEMBER 2012 www.military-socialmedia.comSPONSORSHIP AND EXHIBITION OPPORTUNITIESSMi offer sponsorship, exhibition, advertising and brandingpackages, uniquely tailored to complement your companysmarketing strategy. Prime networking opportunities exist toentertain, enhance and expand your client base within thecontext of an independent discussion specific to yourindustry. Should you wish to join the increasing number ofcompanies benefiting from sponsoring our conferencesplease call: Alia Malick Sponsorship Director on+44 20 7827 6168 or email: OPPORTUNITIESAre you interested in promoting your defence services toa targeted industry sector? SMi offer tailored marketingpackages so that your association / publication can gainaccess to a global market and key decision makers in thedefence market. Contact Teri Arri, SMi Marketing on+44 (0) 207 827 6162, or email: SHOULD ATTEND:• Corporate Affairs• Communications Director• Digital Strategy Director• Marketing Director/Manager• External CommunicationsDirector/Manager• Website Director/Manager• IT BusinessDirector/Manager/Analyst• Managing Director• Commercial Director• Information SecuritySpecialist• Chief of Public Affairs• Internal Marketing Specialist• Chief Operating Officer• Social Media AccountExecutive• Director of CommunityEngagement• Social Media Analyst• Director of Digital• Social Media Chief• Director of Social MediaSoftware Engineer Leader• Communications Strategies
  3. 3. ax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711Supported by8.30 RE-REGISTRATION AND COFFEE9.00 CHAIRMANS OPENING REMARKSSteven Mehringer, Head of Communication Services,Public Diplomacy Division, NATO HQOPENING KEYNOTE ADDRESS9.10 Online and on-the-air: NATO’s digital outreach• A multi-platform approach• Increasing attention and creating engagement• Why NATO needs social media more than social medianeeds NATOSteven Mehringer, Head of Communication Services,Public Diplomacy Division, NATO HQSTRATEGIC SOCIAL MEDIA9.50 The power of paid, owned and earned media: coordinate allyour social efforts for best results• How to create highly engaging social properties• How to increase social engagement and sharing toamplify your marketing efforts• Why unifying your paid, owned and earned media willhelp you maximize social ROIBen Harknett, Head of Regional EU Sales & Client Services,Wildfire Google10.30 MORNING COFFEE10.50 Integrating social media with military digital and contentstrategies• Creating processes and platforms for content sharing andparticipation• The editorial approach: sourcing and creating engagingcontent• Harnessing stakeholders to distribute messagesTim Callington, Director of Digital,Edelman DigitalNEW TECHNOLOGY & BEHAVIOURS11.30 Using social media as a transformed catalyst• Creating a dialogue with employees and the taxpayer• Connecting with the Swedish people and potential recruits• Operating and managing a website including blogs, aswell as Facebook and YouTube channel• The legislative background to covert monitoring via theNational Defence Radio Establishment• Data protection and security issuesErik Lagersten, Director of Communication and Public Affairs,Swedish Armed Forces12.10 NETWORKING LUNCH1.30 Integrating social media into a wider campaign• Using social media to amplify campaigns• How social media compliments media relations• Mobile amplificationPaul Smyth, Senior Consultant,Hill+Knowlton Strategies/River PR2.50 AFTERNOON TEATERROIST USE OF SOCIAL MEDIA3.10 The Boston bombings and the hive mind: swarm intelligencefuelled by social media• Force multiplying power of social media for informationcollection in Boston• The benefits and limits of real time, citizen-basedcrowdsourcing of intelligence during terrorist attacks• The "Fog of Twitter" as the new normal, and its implicationsfor governments and the media• The challenge of social media exhaust and the evolvingadversaryDan Thompson, Chief, U.S. Army Installation ManagementCommand Europe3.50 Non-traditional use of social media in a war zone• The information battleground• ISAF Social Media programme overview• Social media in the battlespaceJohn Manley, Deputy Public Affairs Officer,ISAF4.30 CHAIRMAN’S CLOSING REMARKS AND CLOSE OF CONFERENCEDAY TWO l 21ST NOVEMBER 2013
  4. 4. Workshop Leader:Andrew Morton (Lieutenant Colonel Ret’d),Digital and Social Media Manager, Purple StrategiesOverview of workshopBuilding Sustainable Social Media - Everyone wants tobe "out there" in the social media space and todaysmilitary organizations are no different. But, in order tosucceed you must have a well thought-out plan that isresourcedandstrategicallyintegratedintothebroadercommunications efforts of your organization. Having aFacebook page is not a plan - its a tactic that derivesfrom one. This workshop will focus on how to besuccessful before you even start and then once youstart how to sustain and achieve strategic growth.Agenda8.30 Registration and Coffee9.00 Developing an Enduring Plan - Planning forFailure and Success within your social mediaefforts by taking the necessary steps to prepare• Understanding your Audience, the rightTactics and realistic Objectives• Creating Buy-In Across your Organization -Selling your program to your leadership9.50 Building an Enduring Team - Daily Executionof the Plan - What do you need to make itpossible in terms of personnel?• “Content is King” and someone has tocreate and curate it!• Managing Content and MaintainingPlatforms - How to do this in a sustainableway10.40 Coffee Break11.00 Creating Strategic Growth - Fostering arelevant and responsive community thathelps your accomplish your communicationsand organizational objectives• Integrated into all the other pieces of thecommunications plan are tactics thathelp your grow - strategically• Measuring and Monitoring Success - Youmust be able to measure where youprogram is and where its going11.50 Practical Exercise / Discussion- Sharing tools, ideas and best practices12.30 Close of WorkshopAbout the workshop host :Andrew Morton recently transitioned from a 20-yearArmy career to Purple Strategies as a Social MediaCampaign Manager and a member of the digitalcommunications team.As an Army Officer, Andrew served in numerousleadership positions leading up to his time as a publicrelations officer. He’s worked at the highest levelsserving on multiple deployments, including Iraq as asenor media relations strategist for General DavidPetraeus, Embassy leadership and the IraqiGovernment during the critical period of the “Surge”in 2007. Andrew was then selected for the Army’sTraining with Civilian Industry (TWI) program andworked with Mullen Advertising. Most recently,Andrew has been both the lead for the ArmyReserve’s Marketing and Advertising team and itsdigital and social media efforts. He took the 205,000member organization to the next level in terms ofdigital strategy and integration and was recognizedas one of the industry leaders in connecting andbuilding active online communities that lead tounprecedented advocacy.WORKSHOP AHALF-DAY PRE-CONFERENCE WORKSHOPTuesday 19th November 20138.30am – 12.30pmThe Marriott Hotel Regents Park, London, UKCreating and Maintaining aSustainable Social MediaPresence within the DefenceEnvironment
  5. 5. Workshop Leader:Tim Callington,Director of Digital, Edelman DigitalOverview of workshopFrom mobile web browsing to data visualisation - socialtechnologies are increasingly an integral part of everydigital platform and experience, and an importantdriver of innovation online. This means for social mediato be successful for organisations, plans and activitiesmust be integrated into a wider, content-led digitalstrategy to drive participation and sustainedawareness.This workshop will explore methods for developingstrategy that can enable you to maintain andmanage an integrated presence across digital andsocial media platforms for your organisation.Agenda1.00 Registration and Coffee1.30 Welcome and Introductions1.40 Stakeholder Profiling: The most successfuldigital propositions have a common thread -they are borne out of an in-depthunderstanding of community needs and areguided by strategies that support thosecommunities, while measurably meetingorganisational objectives.This session explores why stakeholder andcommunity planning is important to thedevelopment of your strategy and techniquesyou can apply.2.40 Content Planning: The foundation of anysuccessful communication programme is notthe platform, channel or technique applied,but content that meets the needs of thecommunities you want to engage.This session explores how to surface contentwithin your organisation and create engagingmaterial in a variety of formats quickly.3.40 Coffee Break4.00 Editorial Management: Devising a strategyand content plan is one thing, but making itwork in practice is another. Determiningresources and management processes isessential for your strategy to be executedsuccessfully.This session explores some of the challengesand considerations that come into play whenimplementing a content and socially-leddigital strategy, and how to address them.5.00 Discussion session5.30 Close of WorkshopAbout the workshop host :Tim has over ten years professional experiencedevising, implementing and managingcommunications and digital programmes. Hespecialises in helping clients integrate digital andsocial technologies and practices into theirorganisations, to enhance content creation andcommunication. During his career so far he hasworked with clients operating across the corporate,consumer and business-to-business sectors and in awide range of industries, including defence,technology, media, healthcare, energy, professionalservices, consumer brands, telecommunications,non-profit and government. At Edelman, Tim hasworked with a variety of high profile companies andorganisations, particularly those operating incomplex or highly-regulated industries and multi-stakeholder environments. These include: The BBC,HP, Barclays, Shell, Norton, Novartis, Anglo American,Novo Nordisk, Pfizer, Diageo, Unilever, Mubadala,BDO, BAE Systems and Aviva on national, regionaland global projects.WORKSHOP BHALF-DAY PRE-CONFERENCE WORKSHOPTuesday 19th November 20131.00pm – 5.30pmThe Marriott Hotel Regents Park, London, UKIntegrating social mediawith digital strategy
  6. 6. SOCIAL MEDIA WITHIN THE MILITARY AND THE DEFENCE SECTORConference:Wednesday20thandThursday21stNovember2013,TheMarriott Hotel Regents Park, London, UK Workshops:Tuesday19thNovember2013,London,UK4 WAYS TO REGISTERFAX your booking form to +44 (0) 870 9090 712PHONE on +44 (0) 870 9090 711www.military-socialmedia.comPOST your booking form to: Events Team, SMi Group Ltd, 2nd Floor South,Harling House, 47-51 Great Suffolk Street, London, SE1 0BS, UKIf you have any further queries please call the Events Team on tel +44 (0) 870 9090 711 or you can email them at If payment is not made at the time of booking, then an invoice will be issued and mustbe paid immediately and prior to the start of the event. If payment has not been received thencredit card details will be requested and payment taken before entry to the event. Bookings within7 days of event require payment on booking. Access to the Document Portal will not be given untilpayment has been received.Substitutions/Name Changes: If you are unable to attend you may nominate, in writing, anotherdelegate to take your place at any time prior to the start of the event. Two or more delegates maynot ‘share’ a place at an event. Please make separate bookings for each delegate.Cancellation: If you wish to cancel your attendance at an event and you are unable to send asubstitute, then we will refund/credit 50% of the due fee less a £50 administration charge, providingthat cancellation is made in writing and received at least 28 days prior to the start of the event.Regretfully cancellation after this time cannot be accepted. We will however provide theconferences documentation via the Document Portal to any delegate who has paid but is unableto attend for any reason. Due to the interactive nature of the Briefings we are not normally able toprovidedocumentationinthesecircumstances.WecannotacceptcancellationsofordersplacedforDocumentationortheDocumentPortalasthesearereproducedspecificallytoorder.Ifwehaveto cancel the event for any reason, then we will make a full refund immediately, but disclaim anyfurther liability.Alterations: It may become necessary for us to make alterations to the content, speakers, timing,venue or date of the event compared to the advertised programme.Data Protection: The SMi Group gathers personal data in accordance with the UK Data ProtectionAct1998andwemayusethistocontactyoubytelephone,fax,postoremailtotellyouaboutotherproductsandservices.Unlessyoutickhere□ wemayalsoshareyourdatawiththirdpartiesofferingcomplementary products or services. If you have any queries or want to update any of the datathat we hold then please contact our Database Manager attached letter.Unique Reference NumberOur Reference LVD-039Terms and Conditions of BookingDELEGATE DETAILSPlease complete fully and clearly in capital letters. Please photocopy for additional delegates.Title: Forename:Surname:Job Title:Department/Division:Company/Organisation:Email:Company VAT Number:Address:Town/City:Post/Zip Code: Country:Direct Tel: Direct Fax:Mobile:Switchboard:Signature: Date:I agree to be bound by SMis Terms and Conditions of Booking.ACCOUNTS DEPTTitle: Forename:Surname:Email:Address (if different from above):Town/City:Post/Zip Code: Country:Direct Tel: Direct Fax:Payment must be made to SMi Group Ltd, and received before the event, by one ofthe following methods quoting reference D-039 and the delegate’s name. Bookingsmade within 7 days of the event require payment on booking, methods of paymentare below. Please indicate method of payment:□ UK BACS Sort Code 300009, Account 00936418□ Wire Transfer Lloyds TSB Bank plc, 39 Threadneedle Street, London, EC2R 8AUSwift (BIC): LOYDGB21013, Account 00936418IBAN GB48 LOYD 3000 0900 9364 18□ Cheque We can only accept Sterling cheques drawn on a UK bank.□ Credit Card □ Visa □ MasterCard □ American ExpressAll credit card payments will be subject to standard credit card charges.Card No: □□□□ □□□□ □□□□ □□□□Valid From □□/□□ Expiry Date □□/□□CVV Number □□□□ 3 digit security on reverse of card, 4 digits for AMEX cardCardholder’s Name:Signature: Date:I agree to be bound by SMis Terms and Conditions of Booking.Card Billing Address (If different from above):DOCUMENTATIONI cannot attend but would like to purchase access to the following DocumentPortal/paper copy documentation Price Total□ Access to the conference documentationon the Document Portal £499.00 + VAT £598.80□ The Conference Presentations – paper copy £499.00 - £499.00(or only £300 if ordered with the Document Portal)PAYMENTVENUE The Marriott Hotel Regents Park, 128 King Henrys Road, London, NW3 3ST□ Please contact me to book my hotelAlternatively call us on +44 (0) 870 9090 711,email: or fax +44 (0) 870 9090 712□ Book by 28th June to receive £300 off the conference price□ Book by 30th September to receive £100 off the conference priceEARLY BIRDDISCOUNTCONFERENCE PRICESI would like to attend: (Please tick as appropriate) Fee TotalMILITARY GOVERNMENT & PUBLIC SECTOR□ Conference & 2 Workshops £2097.00 + VAT £2516.40□ Conference & 1 Workshop £1498.00 + VAT £1797.60□ Conference only £899.00 + VAT £1078.80□ 2 Workshops £1198.00 + VAT £1437.60□ 1 Workshop Only £599.00 + VAT £718.80Workshop A □ Workshop B □COMMERCIAL ORGANISATIONS□ Conference & 2 Workshops £2697.00 + VAT £3236.40□ Conference & 1 Workshop £2098.00 + VAT £ 2517.60□ Conference only £1499.00 + VAT £1798.80□ 2 Workshops £1198.00 + VAT £1437.60□ 1 Workshop Only £599.00 + VAT £718.80Workshop A □ Workshop B □PROMOTIONAL LITERATURE DISTRIBUTION□ Distribution of your company’s promotionalliterature to all conference attendees £999.00 +VAT £1198.80GROUP DISCOUNTS AVAILABLEThe conference fee includes refreshments, lunch, conference papers andaccess to the Document Portal containing all of the presentations.VATVAT at 20% is charged on the attendance fees for all delegates. VAT is also charged on DocumentPortal and Literature Distribution for all UK customers and for those EU customers not supplyinga registration number for their own country here: ______________________________________