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SMi Group's Social Media within the Defence and Military Sector 2017 conference
1. 5TH DECEMBER PRE-CONFERENCE WORKSHOP:
Seven Steps to Successful Social for today’s reality
– Creating and Executing Your Social Media Plan
Hosted by Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
1.00 - 5.00 PM
8TH DECEMBER POST-CONFERENCE WORKSHOP:
Using Social Media For Recruitment in the
Defence and Military Sector
Hosted by Andrew green,
Commercial Development Manager, E3
8.30 - 12.30 AM
PLUS PRE-AND POST-CONFERENCE HALF-DAY WORKSHOPS
Copthorne Tara Hotel, London, UK
REgISTER BY 30TH jUNE AND SAvE £300 • REgISTER BY 29TH SEPTEMBER AND SAvE £200 • REgISTER BY 31ST OCTOBER AND SAvE £100
SMi Presents the 7th Annual Conference…
6TH - 7TH
DEC
2017
Social Media within the
Defence and Military Sector
Copthorne Tara Hotel, London, UK
www.military-socialmedia.com
Register online or fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
SPECIAL RATES AvAILABLE FOR MILITARY AND gOvERNMENT REPRESENTATIvES
@SMigroupDefence
#milsocialmedia
Understanding the digital
communication reality of today
in the defence environment
BENEFITS OF ATTENDINg:
• A focus on the usage and effects of social media
from an operational intelligence perspective
• Learn from the military and commercial sector on
how to create an effective social media strategy and
content for recruitment and public support purposes
• Discover how social media is engaging with other
aspects of warfare to create a multidimensional war
zone both in the real world and the virtual one
• Discussions regarding new technologies and social
media platforms that could be utilised by the
defence and military industry
CHAIRMAN:
Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
FEATURED SPEAKERS:
Brigadier-general j.T.M. Hans Damen, Director of Support,
Royal Netherlands Land Army
Colonel Alexander Philipp Lintenhofer, Head of Online Team,
Republic of Austria Federal Ministry of Defence and Sports
Lieutenant Colonel (Res) Peter Lerner, Former Spokesperson
and Head of the Foreign Press Branch, Israeli Defence Force
Commandant Pat O’Connor, Deputy Director, Defence
Forces Public Relations Branch, Irish Defence Force
Brad Kimberly, Defence Media Activity,
US Department of Defencee
Helen Craven, Head of Digital Strategy,
UK Ministry of Defence
janice Keenan, Director General, Marketing
and E-communication Department,
Department of Canadian National Defence
Harald Kvam, Digital Editor,
Norwegian Armed Forces Media Centre
Dirk Feldhaus, Employment Brand Communications
Representative, Bundeswehr
Nathan Herring, Social Media Coordinator,
U.S. Africa Command
Stuart Thomson, Head of Public Affairs, Government and
Infrastructure, Bircham Dyson Bell
Lydia Santis, PR and External Communications,
Cobham PLC
Maxine Ashbrook, Head of Marketing, Defence and National
Security, Fujitsu
Colin jacobs, Managing Director, Immediate Future and
Media Director, Project Cirrus
Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu
jetmira Tershani, Communication Manager,
SAAB AB
Professor David Denney, Social and Public Policy, Royal
Holloway, University of London
2. Social Media Within the Defence and Military Sector
Day One 6th December 2017 www.military-socialmedia.com
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
8.30 Registration & Coffee
9.00 Chairman’s Opening Remarks
Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
OPEN ADDRESS
9.10 Update on this year’s social media developments relevant to the
defence and military sector
• Assessing the “State of Social”
• What are the biggest challenges we are facing to-date?
• What technology and disruptive factors will shape the next
year and beyond?
• What are the best practices that we can incorporate from the
private sector into the defence and military industry?
Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
Developments in Social Media Recruitment Projects
KEYNOTE SPEAKER
9.50 Case Study 1: A New Dawn: Social Video, Immersive video and
Virtual Reality Recruitment Campaign
• Developing your concept
• Content Creation
• Creating an online and offline ‘buzz’
• Focused and budget-conscious
• Virtual Reality, Immersive Video and ‘Hero’ content
Commandant Pat O’Connor, Deputy Director, Defence Forces
Public Relations Branch, Irish Defence Force
10.30 Morning Coffee
11.00 Case Study 2: Successful military recruitment in the social Web
• The German Armed Forces as an Employer Brand in the Social
Web
• Case Study Die Rekruten: How the YouTube Series became a
viral hit in Germany
• How we use snapchat to promote job opportunities
• Lessons learned in the Social Web
Dirk Feldhaus, Representative for the Employer Brand
Communication, Bundeswehr
External considerations for social media strategies
11.40 Using social media to engage the media
• Monitoring social media during events and breaking news and
determining reliable sources
• Assessing social media narratives during a news event
• Determining a response and connecting it with your
organization’s media strategy
• Engaging with news media on social media
• Post-event evaluation and monitoring
Nathan Herring, Social Media Coordinator and Staff Writer,
U.S. Africa Command
12.20 Networking lunch
1.20 Experiences with social media and the Royal Netherlands Army
• Developments in Society 3.0
• Hybrid warfare and social media
• All politics are personal, what about Soldiering?
• The end of #socmedia
Brigadier-General J.T.M. Hans Damen, Director of Support,
Royal Netherlands Land Army
UK perspective of content creation for communicating
missions, values and selected activities
2.00 Perspectives from the UK Ministry of Defence on managing a
successful external social media strategy
• Overview of how the UK Ministry of Defence utilise social
media for recruitment and corporate purposes
• Social media management at the individual services level and
understanding the communications strategy hierarchy
• Considerations of relationships between defence organisations
and three Armed Forces and the challenges of maintaining a
coherent strategy
• Cross-government links and collaboration under the British
Government
Helen Craven, Head of Digital Strategy, UK Ministry of Defence
2.40 Perspectives from the UK Ministry of Defence on managing a
successful internal social media strategy
• New technologies and social media platforms that are being
used by the Ministry of Defence for internal communication
and collaboration
• Managing the personal and the public communications
space and the challenges this causes
• Emergent use-cases for enterprise social media in UK defence
Robin Riley, Digital Transformation Lead, UK Ministry of Defence
3.10 Afternoon Tea
3.40 Creating competitive, coordinated and venerable social media
content in the defence industry environment
• Respecting public and private communities
• Commercial sensitivities and etiquette
• Social media campaigns; coordination and objectives
• Training colleagues
• Analysis; Key Performance Indicators (KPIs) and learning
Lydia Santis, Public Relations and External Communications
Specialist, Cobham PLC
4.20 Project Cirrus - Bringing technology together with human
endeavour to fly higher, faster, further and longer
• What is Project Cirrus?
• Reaching Ministry of Defence Personnel
• Global Connectivity and DaaP (Defence as a Platform)
Resonance
• Measuring Success
Colin Jacobs, Managing Director, Immediate Future and Media
Director, Project Cirrus
Maxine Ashbrook, Head of Marketing, Defence and National
Security, Fujitsu
Fraser Corsan, Wingsuit Pilot, Project Cirrus and Fujitsu Defence
and National Security
5.00 Chairman’s Closing Remarks and Close of Day One
*Subject to Final Confirmation
3. Alternatively fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
Social Media Within the Defence and Military Sector
www.military-socialmedia.com Day Two 7th December 2017
*Subject to Final Confirmation
8.30 Registration Coffee
9.00 Chairman’s Opening Remarks
Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
Social Engagement with Military and Defence Social Media
9.10 Case Study 1: The challenges and opportunities of social media
in the Israeli Defence Force (IDF)
• Influencers and the IDF social media strategy
• Soldiers broadcasting the transparency of the ranks
• Social combined with traditional media
- ‘Newsjacking’ opportunities
• Encouraging journalists to do your activity on social
• Virality of ‘bad news’
- Emotionally appealing
- Relatable.
- Available visuals
Lieutenant Colonel Peter Lerner (Res.), Former spokesman
for the Foreign Media, Israeli Defence Force
9.50 Military social media: Under new management
• Outlining the experienced and potential impact when your
leaders and priorities change
• “That’s the way we’ve always done it” no longer works.
• Tips for avoiding a very public social media train wreck
Brad Kimberly, Defence Media Activity,
US Department of Defence
10.30 Morning Coffee
11.00 Case Study 2: The Department of Canadian National Defence’s
recent social media strategy
• Social media is the backbone of the Department of National
Defence recruitment media plan to target Millenials and more
specifically women and visible minorities.
• Tactics that will be used such as: YouTube, Instagram,
convergent media, custom banners, and so forth
• Using social media platforms to link events to recruitment
• Experimenting with Instagram and live streaming to demystify
aspects of the CAF (Canadian Armed Forces) such as Basic
Military Training
• Assessing social media strategy so far, and impressions from
current public engagement
Janice Keenan, Director General, Marketing and
E-communication, Department of Canadian National Defence
11.40 PANEL DISCUSSION
Between “bots and people”: The dilemma of efficiency versus a
unique user experience
• How do you engage with automation and is it relevant to the
military and defence sector?
• What are the professional and ethical dilemmas using
automation and Artificial Intelligence (AI)?
• How should we engage ‘intimacy’ with ‘automation’ in the
future?
• What future AI trends do you think we will witness that will
influence your use of social media?
Lieutenant Colonel Peter Lerner (Res.), Former spokesman for the
Foreign Media, Israeli Defence Force
Brad Kimberly, Defence Media Activity,
US Department of Defence
Lieutenant Colonel (Ret’d) Andrew Morton, Director of Social
Engagement, SHRM
12.20 Networking lunch
1.20 Social media and the power of reputation for the defence and
military sector
• Outlining the case for reputation management
• The role that social media plays in brand reputation
• Considering the risks of using social media and how to avoid
collateral
• Balancing communication channels on the social front for
improved reputation health
Dr Stuart Thomson, Head of Public Affairs, Government and
Infrastructure, Bircham Dyson Bell
UK perspective of content creation for communicating
missions, values and selected activities
2.00 Creating content for social media: What works to get audiences
engaged?
• Effective content strategy plans to stay ahead
• Detailing what content works for eclectic audiences
- Channels
- Media Formats
- Targeting
• How to ‘boost’ content once it is in the social domain
• Understanding content success and analysing feedback and
participation
Jetmira Tershani, Communication Manager, SAAB AB
2.40 Co-operation with youtube influencer “Novritsch”
• How the Austrian Armed Forces linked up with a youtube
influencer
• How we teamed up and integrated our new partner in our
Social Media network
• How we exploited Novritsch’s 2,000,000 followers
• How both partners managed to profit
Colonel Alexander Philipp Lintenhofer, Head of Online Team,
Republic of Austria Federal Ministry of Defence and Sports
Communication
3.10 Afternoon Tea
3.40 Utilizing different digital channels and content strategies for
maximum effect
• Outlining how the Norwegian Armed Forces (NAF) have used
different channels and content strategies
• Usage of video and articles to create unique and effective
engagement
• Strategies to keep content diverse and engaging to ensure
optimal results
Harald Kvam, Digital Editor,
Norwegian Armed Forces Media Centre
4.20 Social Media and the Military
• Current and future use of social media technology by the
military and their families
• The impact of social media use on military personnel and their
families
• Operational and managerial challenges created by social
media in the military
• Positives and negatives of social media use by the military
Professor David Denney, Social and Public Policy,
Royal Holloway, University of London
5.00 Chairman’s Closing Remarks and Close of Day Two
4. HALF-DAY PRE-CONFERENCE WORKSHOP A
Tuesday 5th December 2017 | Copthorne Tara Hotel, London, UK | 1.00 - 5.00 PM
Seven Steps to Successful Social for today’s reality –
Creating and Executing Your Social Media Plan
1.00 Registration and Coffee
1.30 What are our social media objectives and how
do the align with core business goals/objectives
of our organisation?
2.00 Who is our audience, what types of content do
they respond to, and where do they live online?
2.30 What stories do we want to share and how can
we make them relevant to our audience?
3.00 Afternoon Tea
3.30 Who needs to be involved in content
production and marketing?
4.00 How will we measure the success?
4.30 How will we optimise, improve and adapt
what we’re doing?
5.00 Closing remarks and end of workshop
Using Social Media For Recruitment in the
Defence and Military Sector
8.30 Registration and Coffee
9.00 Audience and Platforms
9.30 Effective communication models in social
10.00 Breakout exploration of barriers to entry
10.30 Morning Coffee
11.00 Workshop discussion on exploration to entry
QA
11.30 Recruitment funnel – Royal Navy and e3 share
their approach
12.00 Most effective ways to resource social media
12.30 Closing Remarks and End of Workshop
HALF-DAY POST-CONFERENCE WORKSHOP B
Friday 8th December 2017 | Copthorne Tara Hotel, London, UK | 8.30 - 12.30 AM
Overview of the workshop:
Building and implementing that strategy requires an understanding of your audience, your
objectives, and the culture of your organization. Remember - Facebook is not a strategy - it’s
a potential tactic that’s a result of a well-thought out strategy. In this work shop you will learn
how to answer seven questions that will drive your organization’s success. From building the
plan, to assembling the team, to managing the communities you build this session will combine
the best-practices of the most successful private organizations with the propriety and privacy
realities of leveraging social within the military- allowing you to create a plan that’s tailored to
your organisation.
Why you should attend?
• Define and explain what the social media objectives are for your organisation
• Understand why social media is important and how it can support the mission, values and
selected activities through outreach and visibility for your organisations through suitable
content
• Assess your current online communications presence and consider how you can plan for
social media within your organisation.
• Learn how to apply demographics, trends, and a new strategic framework for making
decisions about social media whilst understanding the audience and your team
• Consider plans for the future success of your social media content and lessons for
continued improvement and optimisation
About the workshop leader:
Andrew Morton serves as the Director of Social Engagement at SHRM. He is a marketing and
PR executive who’s led public and private organisations to unprecedented levels of brand
awareness through interactive strategic communication practices in traditional and new
media.
Andrew is a combat veteran who’s served over twenty years as an Army Offi cer in leadership
positions at all levels, and as the lead for the Army Reserve’s marketing, digital and social
media efforts. After his military career he was an account director of Purple Strategies – leading
highly successful digital and social media campaigns for Fortune 500 clients.
Andrew has led dozens of seminars on strategic and sustainable social media practices and
has chaired and presented at conferences in numerous countries. He resides in Washington
DC and is happy to claim the most important title of all – “Dad” – to his three wonderfully
exhaustive kids!
About the organisation:
The Society for Human Resource Management (SHRM) is
the world’s largest HR professional society, representing
285,000 members in more than 165 countries. For nearly
seven decades, the Society has been the leading provider
of resources serving the needs of HR professionals and
advancing the practice of human resources management.
SHRM has more than 575 affi liated chapters within the United
States and subsidiary offi ces in China, India and United
Emirates.
Overview of the workshop:
Recruitment is one of the biggest challenges faced by the Defence and Military Sector. This
workshop will unpack the problem of engaging with a millennial audience through effective
use of social media channels, overcoming the barriers to entry, the minefi eld of new and
emerging platforms, how to develop communication models and the challenge of resourcing.
Why you should attend?
• Share and discuss effective social strategies specifi cally how to target and engage the
generation of millennial audiences
• Insight into the real world practical solutions and strategies around social platforms
• Learn appropriate practice for audience segmentation
• Consider how to execute effective social media programmes for recruitment whilst
managing resources
About the workshop leader:
Andy has worked within the digital sector for 20 years, leading and advising large organisations
such as the Royal Navy, Channel 4, Shell and the Times online on effective digital strategies.
Andy has worked with e3 for 5 years, primarily taking the lead on digital strategy and change
in the Military Sector.
About the organisation:
E3 is one of the UK’s most successful independent digital agencies. We blend technical
expertise with innovative growth strategies to help brands keep pace with their consumers
ahead of the competition. Founded in 1997 we are famous for our work for brands including
the Royal Navy, the British Army, Honda, National Trust, Kia, BP and Orange.
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
Hosted by
Lieutenant Colonel (Ret’d) Andrew Morton,
Director of Social Engagement, SHRM
Hosted by
Andrew green,
Commercial Development Manager, E3
5. Social Media Within the Defence and Military Sector
6th - 7th December 2017
Register online at www.military-socialmedia.com and join the conversation on Twitter and LinkedIn #milsocialmedia
MARKETINg OPPORTUNITIES
Are you interested in promoting your defence services to a targeted industry sector? SMi offer tailored marketing packages so that your
association/publication can gain access to a global market and key decision makers in the defence market.
Contact Honey De gracia on +44 (0)20 7827 6102 or email hdegracia@smi-online.co.uk
Supported by
Official Media Partner Official PublicationsLead Media Partners
SPONSORSHIP AND ExHIBITION OPPORTUNITIES
SMi offer sponsorship, exhibition, advertising and branding packages, uniquely tailored to complement your company’s marketing
strategy. Prime networking opportunities exist to entertain, enhance and expand your client base within the context of an independent
discussion specific to your industry. Should you wish to join the increasing number of companies benefiting from sponsoring our
conferences please call: Sadia Malick, Director, on +44 (0)20 7827 6748 or email smalick@smi-online.co.uk
Previous Sponsors Include
Launch new products or services
at Social Media Within the
Defence and Military and give your
company the opportunity to:
1. Educate the market on your
company’s capability and
make the business case for how
they can solve your potential
customers challenges and
requirements
2. Build your brand so your solutions
are front of mind when your
prospects are putting potential
solution providers on their shortlist
3. Meet and network with active
buyers while there is still a
chance to infl uence their
purchase decisions
4. Generate new leads through
meeting new prospects from
a variety of new countries
and programmes
5. Learn how to do business in
the military social media
community from senior
experts and high level
decision makers
BENEFITS OF SPONSORINg SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY
6. SOCIAL MEDIA WITHIN THE DEFENCE AND MILITARY SECTOR
Conference: Wednesday 6th and Thursday 7th December 2017, Copthorne Tara Hotel, London, United Kingdom
Workshops: Tuesday 5th and Friday 8th December 2017, London, United Kingdom
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